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.
It must deliver great taste. Innovation starts with strategy, but the process focuses on flavor. It’s the first and most important moment of truth. Our teams constantly ask, ‘How can we deliver that multisensorial flavor experience while staying true to who we are? What new textures will wow our current consumers and attract new ones?’
It must excite. Snacks aren’t always on the shopping list, so we must push innovation and brand-building boundaries. This thinking has grown new partnerships that support an elevated taste and experience. Elevated taste begins with flavor innovation, which combines culinary arts with science. We leverage the imagination and expertise of our flavor chemists to build a flavor profile that delivers the sensorial experience of the foods our consumers know and love. As we design new flavors, our food must reinforce the connection our consumers have to our brands.
So, what makes a snack brand iconic is … all of the above, with the understanding that it’s going to take numerous iterations until our teams develop the right flavor profile that delivers great taste and an exciting experience that exceeds consumer expectations.
That’s true innovation. It’s how we strengthen our brands. And that’s what makes what we do special.
This story has been adapted from the August | Q3 2024 issue of Commercial Baking. Read the full story in the digital edition here.
