And even though the trio hit store shelves in time for Christmas in July, the limited time offerings still created a sense of urgency that has helped the flavors fly off shelves, Goodwin said.īut more than the limited time, what drives sales of some of these flavors is the comfort and nostalgia that they give consumers. The line-up includes Gingerbread Cookie Dough, Peppermint Mocha and Frosted Sugar Cookie. Seuss’ beloved Christmas character The Grinch. Seuss Enterprises – with the launch earlier this year of a trio of festive flavors tied to Dr. “The season, the delicious superiority and limited time offering of the flavor helps draw consumers in,” she said.ĭanone applied this same play – but with the added benefit of “borrowed equity” from Dr. One way, Goodwin said, that Danone is doing that is by offering flavors across a wide range that appeal to “those people who wake up every morning dreaming to start their day with their coffee and who are more likely to put coffee in their creamer than creamer in their coffee.”įor these consumers, offering flavors that simultaneously transport and comfort them is key.įor example, with the holidays in full swing, Goodwin said International Delight’s pumpkin pie creamer is the bestselling pumpkin pie flavor on the market with fast turns and fast growth – increasing 31% year-over-year. From classic to whimsical – limited-time flavors expand consumer appeal “Instead of spending $7 or $8 on a coffee at the coffee shop, they are looking for ways to create their own customized coffee beverages at home by leveraging our premium products … And we are really happy that we can help continue to provide affordable, yet still delicious, customizable coffee offerings for consumers to have at home,” she said. She explained that Gen Z and younger Millennials are “really obsessed with coffee culture,” but because of stay-at-home orders earlier in the pandemic and now the looming threat of a recession they are looking for ways to recreate at home the indulgent and trendy beverages served in cafes. “Across our entire portfolio from ready-to-drink options like STōK cold brew to the creamers in our International Delight line, the younger generation is feeding so much of our growth,” Kallie Goodwin, vice president of traditional creamers at Danone, told FoodNavigator-USA.
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