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Comfort, Flavor, Value, Functionality Were Hallmarks Of Cracker Sales In Early-2020

September 16, 2020: 12:00 AM EST
As homebound shoppers stocked up on familiar and traditional shelf-stable snacks that deliver comfort, nostalgia, and flavor during the pandemic, dollar sales for crackers leapt 14.1 percent for the four months ending April 5, 2020, year-over-year. Sales were up 6.8 percent over the previous quarter ending June 14, 2020. Camden, N.J.-based Campbell Snacks has introduced more than a dozen new cracker products this year. Traditionals like Kellogg’s Cheez-It Baked Snack Crackers, Pepperidge Farm Goldfish, and Nabisco’s Ritz Crackers earned the most dollar sales. Pepperidge Farm Flavor Blasted Goldfish sales rose 19.6 percent. But customers were also looking for healthful attributes, e.g. fiber as a functional benefit. TH Foods’ Crunchmaster brand launched a line of fiber-rich Grain-Free Crackers. Also high on the shopping list were functional snacks that boost energy or satiate hunger mid-morning or afternoon. Another cracker shopping trend: larger package sizes. Crunchmaster launched a 10-oz Party Pack of its bestselling Multi-Seed Original Crackers to appeal to value-seekers.  [Image Credit: © WikimediaImages from Pixabay]
Beth Day, "What's fueling cracker sales in 2020?", Baking Business, September 16, 2020, © SOSLAND PUBLISHING COMPANY
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