When a gluten-free version of Sheila G’s Brownie Brittle hit U.S. stores in 2017, JoAnn Rupp, global market insights manager, Corbion, Lenexa, KS, noticed something that distinguished the product on an increasingly crowded gluten-free shelf.
“Messaging on the package minimized its gluten-free claims and instead focused on taste and flavor,” recalls Rupp. Indeed, as she learned, Mintel research found that 72 percent of consumers would likely or definitely buy the treat—outpacing performance in the cookies category overall.