Launch of the Week: Nestle Crunch Girl Scout Candy Bars

The first episode of our new “Launch of the Week” video series where we take a look at interesting product launches and what we can learn from them.

Expert Panelist Deborah Cassell of Candy Industry Nominates Products for MMNPL Survey

Several new and delicious candies and snacks were introduced this year. From innovative sweet and salty combinations, to revamped classics, to healthy snacks – the food industry delivered a wealth of tasty temptations. Food and candy expert, Deborah Cassell, executive editor of Candy Industry and Retail Confectioner magazines at BNP Media, gives us her picks on which 2010 treats were the most memorable* (product selections from Deborah, summaries compiled by MMNPL staff).

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Yogi Granola Crisps

Using ingredients to support the mind, body and spirit, Yogi blended its new Granola Crisps with its signature “ancient” grains. Launched in December 2009, these crunchy, bite-sized flakes offer intrigue and the perfect amount of sweetness in three flavors: baked cinnamon raisin, fresh strawberry crunch, and mountain blueberry flax.

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FunkyChunky’s Chip-Zel-Pop

A new addition to the FunkyChunky family in July 2010, Chip-Zel-Pop is a unique blend of sweet and salty that will leave you begging for more. This tantalizing treat features FunkyChunky’s fresh, buttery caramel corn, salty pretzels and crunchy potato chips, drizzled with rich caramel and dark, milk and white chocolates. Yumeliciousness for sure.

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Popcorners by Medora Snacks

In August 2010, all-natural Popcorners changed the shape of popcorn. A delicious snack with the snap of a chip and the wholesome goodness of popcorn, Popcorners are popped with real corn and the finest all natural ingredients. With butter, kettle, sea salt and white cheddar flavors, you can satisfy your cravings and snack smartly.

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Newman’s Own Organics Licorice Twists

Newman’s Own introduced the first licorice twist made from organic products in August 2010. This candy is great for health-conscious consumers, as it is low in fat and sodium and contains no trans-fats or cholesterol. A healthier alternative, Newman’s Own Organics Licorice Twists come in great tasting strawberry, pomegranate, tangerine and original flavors.

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Nestle Butterfinger Snackerz

The newest creation from Butterfinger is the Butterfinger Snackerz. Launched in September 2010, these bite-sized treats have a smooth, Butterfinger flavored center, topped with a peanut butter drizzle. As always, Butterfinger satisfies your taste buds with its crispy, crunchy, buttery flavor.

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*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.

For more information on Deborah Cassell, please visit our expert panel page.

For more information on the upcoming MMNPL survey, check back regularly and follow us on twitter, @MMNPL.

Sweet Sayings Drove Valentine’s Spending

Manufacturers focus on positioning products for the big back-to-school and holiday seasons, but those who are plugged in understand that Valentine’s Day ranks third in consumer spending. In 2010, the National Retail Foundation predicted a four percent decline in Valentine’s Day spending from 2009 to $14.1 billion (anecdotal reports from retailers show that Valentine’s Day spending did indeed decrease for the second straight year). But not all of that purchasing power was tied to gestures of romantic love. Christina Cheddar Berk, news editor for CNBC, reported that couples intended to spend less on each other, but more on friends, co-workers and pets this year.

“The economy… forced consumers to rethink their gift giving practices,” said Phil Rist, executive vice president of Strategic Initiatives at BigResearch, the firm that conducted the survey for the NRF. Rist accurately predicted that “Personal and unique gifts will speak volumes this Valentine’s Day as consumers dig deep into their hearts and not their wallets.” What does this all mean? Marketers who saw success this Valentine’s Day were the ones who positioned their products in a relevant and meaningful way.

One great example comes from our client, New England Confectionery Company, which has churned out billions of tiny candy hearts for more than 163 Valentine’s Days. This year, they dazzled consumers with all new flavors and brand new sayings that were dreamed up by Americans and submitted in an online contest. The top two phrases demonstrated America’s obsession with social networking and technology – Tweet Me and Text Me. Rounding out the Top 10 were a mix of classics and refreshed favorites.

To give consumers more ways to engage with the brand, Sweethearts created a Twitter application that allowed users to send a virtual box of hearts with personalized messages via email or Twitter.

The public relations campaign for the product garnered a significant amount of media impressions during the week leading up to and including Valentine’s Day, with notable hits on The Early Show, The Today Show, CBS Sunday Morning and NPR.

What type of launch campaign will you conduct to get your product on the lips of lovers next Valentine’s Day?

Snickers breaks into the “energy market”

This Halloween, Snickers could give “sugar buzz” a whole new meaning. If parents don’t pay attention, their kids may get more buzz than they bargained for, as the newest trend in candy is the addition of caffeine and vitamins to the ingredient list. This year, Mars brand Snickers launched their new Limited Edition Snickers Charged, with 60 milligrams of caffeine, taurine and other B vitamins. Other candies boast ingredients such as electrolytes and ginseng. While reaction to taste is mixed, recently there has been a surge of critical attention given to the marketing of the amped candy.

A timely Wall Street Journal article notes the many challenges faced by candy marketers, including concern for diabetes and obesity among children. Overall, sales of sugar confectionary dropped by 4% from over the past five years, while sales of energy drinks rose more than 400%, according to the article.

To stay competitive, the candy market has mimicked not only the ingredient lists of popular energy drinks, but the edgy promotions as well. For some critics, names and packaging are too suggestive of illicit drugs (a candy called “Crackheads”?), and many feel that caffeine is unsuitable for children, the primary market for candy companies.

Will Snickers pave the way for a whole new market of caffeinated candy bars? Does this candy bar controversy have enough legs to earn Snickers Charged a spot as one of the Most Memorable New Products of 2008?