
Innovation — More Than Just The Product And More
Than Just The Producers.
I often
hear complaints that “there’s really nothing new” out
there in the candy and snack categories. I disagree. Even a quick glance at
our Product Update section shows how creative manufacturers can be, both in
product and presentation. There is definitely a lot of thinking outside the
box evident! “Big thinking” needs to go all the way from the
manufacturers to the consumer, involving everyone in the distribution
process. That way, everybody wins!
The Fancy Food Show is a great place to see innovation
in action, combined with enthusiasm and belief in product … plus
top-notch product quality. I recently attended the New York City edition of
the show, and it’s always stimulating to be there. It helps, of
course, that you can vary your eating journey between sweet and savory with
some delicious beverages to cleanse the palate along the way.
The show is truly a hedonist’s delight.
It’s all about food at the Fancy Food Show … with a strong
focus on taste, ingredients and presentation. It’s a nice change from
the uncaring, unfocused approach that is prevalent at some shows.
Innovation goes to waste when great products
don’t make it to the retail shelf. Fortunately product innovators get
pretty creative in other areas too and don’t hesitate to get their
items on the shelves of any retail outlet that will consider them. The
beauty of the Fancy Food Show is that there are retailers for every item;
ordering ‘eaches’ is fairly common in the specialty food trade.
That’s how small outlets can have the broad assortment of items that
keeps them ticking, and, just as importantly, supports the small,
specialized producers. Small supporting small. The system works.
Candy and snacks “work” because of the wide
variety of outlets that can credibly (and profitably) sell confections and
snacks. In the tool kit of innovation, manufacturers need to consider the
needs of the non-traditional retailers of candy and snacks. And for their
part, specialty or non-traditional retailers need to create their own
excitement or innovation when it comes to merchandising these products.
Choice and Not Chastisement ….
Back to the Fancy Food Show — there were
sugar-free and low-fat products and a definite focus on health, well-being
and wellness. All were presented as “choices” for the food
lover with no reference to “bad foods” and no chastisements
about “bad” eating habits. What a refreshing attitude.
It was similarly refreshing to see exhibitors
frequently mentioning the fantastic taste of their products. Now
that’s a novel approach — one worth emulating! And, finally,
why are some manufacturers so stingy with sampling at trade shows? Letting
the visitor taste the product is some of the best advertising of all and
well worth the investment.