Twist of Fate
By Lynn Petrak
As the pretzel category turns, new innovations continue to provide the drama that keeps health-conscious consumers tuned into the latest developments on the shelf.
Sometimes the food industry can be like a soap opera. Lead characters, like consumers, find themselves caught between their true desires and their needs. They are haunted by events from their past. When these skeletons in the closet are uncovered, they wreak change, like the return of concerns about cholesterol, sodium, fat and calories today. Then there are the sly competitors looking to put one over on the perceived hero.
|The top 10 - Pretzel Brands|
|(For the latest 52 weeks ending Jan. 27, 2008)|
|Rank||Brand||Dollar Sales||Dollar Sales % Change vs. Previous Year||Dollar Share||Dollar Sales Changevs. Previous Year|
|1.||Snyder's of Hanover||$230.7||+5.9||37.7||+1.8|
|9.||Nabisco Mr. Salty||$8.1||-9.6||1.2||-0.2|
|Source: Information Resources, Inc.|
Total U.S. – Supermarkets, drug stores and mass merchandisers (excluding Wal-Mart)
If there is drama in the food manufacturing world, the pretzel category is certainly part of the plot. Within this category, traditional fan favorites must contend with beguiling newcomers, while good looks, at least in terms of format and packaging, can make a difference. Even the inevitable long-lost twin is evident in today’s pretzel category, by way of innovative product pairings and co-branding.