Retailing Trends: Rice Krispies Treats Blasted®
Rice Krispies Treats Blasted® bring wholesome crave-ability to convenience
New Rice Krispies Treats Blasted® with M&M’s® Minis® are exploding into the convenience channel. Combining crispy marshmallow flavor and real milk chocolate M&M’s®, Rice Krispies Treats Blasted® make a bold addition to the Rice Krispies Treats® Big Bar lineup of Original, Double Chocolatey Chunk, Buttery Toffee, and Chocolatey Chip flavors. These sweet, wholesome treats deliver on the unique wants and needs of today’s convenience snacking consumer.
What’s gotten everyone so interested in this population segment? Snack consumption is rising across all day parts,1 in fact, with the average American now eating 2.8 snacks per day compared with 1.9 in 2010.2 The category is booming as a result, with snack sales projected to reach $200 billion by 2020.3
Convenience stores have been reaping the snack boom benefits, in part because the convenience format is so perfectly suited to modern snacking habits. Impulse snacking (consuming food within one hour of purchase) is on the rise,4 and consumers increasingly are opting for just-bought rather than planned-in-advance items.5 As a result, convenience stores with their quick, easy, grab-and-go formats are now the top foodservice channel consumers choose when they’re craving a snack.6 During the past few years, convenience stores have seen 4.3 percent compound annual growth in the snack category, outpacing every channel other than club and dollar.7
But that doesn’t mean c-stores can stick with the same old snack lineup. Today’s snack lovers are more discriminating than ever, and they’re looking for more than just a quick hit of energy or nutrition. Convenience is key, of course, but so are health and indulgence. Snack brands that deliver these qualities are seeing sales skyrocket: In 2013, 62 percent of healthier categories in core snacks grew volume sales,8 as did 52 percent of indulgent categories.9 But the smartest brands are offering indulgence, and the true innovators are adding fun flavors, creative ingredient combinations and crave-able textures to boot. Rice Krispies Treats Blasted® with M&M’s® Minis® deliver on all of these fronts, providing convenience stores an opportunity to shake up the snack aisle as well as snack sales.
To further boost growth, convenience stores can embrace the rise of snacking in indulgent items, where Kellogg’s offerings are already outperforming the competition: In the convenience category, sales of Kellogg’s wholesome snack bars are growing at a rate of 10.6 percent–nearly twice the rate of all wholesome bars10–while Rice Krispies Treats® bars are growing even faster, at a rate of 13.7 percent.11
The opportunity to drive convenience store sales through deliciously wholesome snacks is snap-crackle-popping (pun intended), and Rice Krispies Treats Blasted® make a great addition to any snack aisle. Want to learn more? Along with new products, Kellogg’s supports their retail partners with brands and resources to grow sales throughout their stores.
1 IRI State of the Snack Food Industry – 2015
2 2014 SNAXPO Snack SOl - IRI
3 IRI State of the Snack Food Industry – 2015
4 The NPD Group's National Eating Trends® service, year ending February 2014
5 The NPD Group's National Eating Trends® service, year ending February 2014
6 The NPD Group's National Eating Trends® service, year ending February 2014
7 IRI State of the Snack Food Industry – 2015
8 2014 SNAXPO Snack SOl - IRI
9 2014 SNAXPO Snack SOl - IRI
10 Kellogg's, sales for 15 weeks ending 4/18/2015
11 Kellogg's, sales for 15 weeks ending 4/18/2015