This column is part of our Last Word series, which invites noted professionals to provide closing thoughts at the end of each issue of Commercial Baking. See the full issue here.
KANSAS CITY, MO — What makes a snack brand iconic? Is it the nostalgia felt upon that first bite? Is it that taste and texture created by the perfect baking process? For our team at Campbell Snacks, home to brands like Goldfish crackers, Cape Cod potato chips and Snyder’s of Hanover pretzels, it’s all of the above … but a brand cannot be truly iconic without constant innovation.
It must exceed consumer expectations. Snacking as we know it has changed, which makes innovation critical for even the most competitive brands. Take Goldfish, the largest snack brand in our portfolio. In the past several years, we’ve seen that 50% of our buyers are adult snackers. This helps us drive momentum within our portfolio. Most recently, Goldfish innovation pushed us into the craveable qualities of chips. Goldfish Crisps is a multisensorial snacking experience that is our take on the best of Goldfish and the best of chips.
