By The Editors
The consumer packaged goods (CPG) space is ripe with innovation, and this month store shelves feature a number of new products from established brands branching out of their staple CPG categories. Nearly every item on May’s Instantly Shelf Score™ offers something truly unique. Each month, we release a new edition of Shelf Score with a top-10 ranking of new product introductions to the CPG space. Each of the featured products has been evaluated using Instantly Concept Test™ and ranked according to consumer purchase intent. In other words, how excited are people about these new foods and how likely are they to buy them?
In May, we saw new twists on classic snacks including crackers, cookies and pretzels. This included the introduction of a decadent chocolate drink mix, chips that can pack a surprise punch and a nod toward the roots of a major soda brand. Read on to learn more about the latest consumer CPG product releases.
1. Goldfish Puffs Twisted Grilled Cheese — 67%: Pepperidge Farms has released another new product in their beloved Goldfish line. As part of the Puff’s product suite, Twisted Grilled Cheese crackers are baked Goldfish snacks filled with a buttery, melted cheese. They may have a winning product on their hands, as 67 percent of buyers were anxious to try this “twist” on the classic product.
2. Rold Gold Fudge Brownie Flavored Pretzel Dippers — 66%: Fritolay has introduced the new Rold Gold Fudge Brownie Flavored Pretzel Dippers. The name is a mouthful, but the product is essentially pretzels that can be dipped into a chocolate sauce. These convenience snack packs are a departure for the typical Pretzel Dipper approach, and buyers are intrigued. Sixty-six percent of buyers can’t wait to explore these chocolate-dipped pretzels.
3. Ghirardelli Chocolate – Vanilla Premium Flavored Powder Base — 66%: Ghirardelli Chocolate is known for its rich and indulgent brand of chocolate. The newest addition to their beverage line is a Vanilla Premium Flavored Powder Base, which can be used to make a range of drinks from hot chocolate to smoothie infusions. As Ghirardelli describes on their website, “Inspired by slow-churned, premium vanilla ice cream, Ghirardelli’s new Vanilla Powder Base gives you an amazing foundation to create infinitely indulgent beverages. And to make it even more delicious, we’ve crafted it using what is considered to be the world’s finest vanilla: real Madagascar Bourbon Vanilla.” Sixty-six percent of consumers could imagine sipping a drink made from this creative product.
4. Honey Bunches of Oats Breakfast Biscuits Chocolate Chip — 64%: Honey Bunches of Oats is an iconic breakfast cereal brand, and they’ve expanded their breakfast offerings to include Breakfast Biscuits. Each biscuit is packaged in a convenient pouch for eating on the go and includes 55 percent of the daily recommended whole grain servings. Currently, the Breakfast Biscuits line includes three flavors: Honey Roasted, Strawberry and Chocolate Chip. The blend of chocolate chips and Honey Bunches of Oats encouraged 64 percent of buyers to give this a try for breakfast.
5. Doritos Roulette Chips — 62%: In a really unique product introduction, Doritos has released Roulette Chips. Roulette Chips feature standard Dorito chips, but one in every six chips or so is explosively spicy. This limited edition product has a bit of a gambling theme and the brand hopes that the fun angle will entice buyers to give it a try. Sixty-two percent of those surveyed were interested in giving Roulette Chips a spin.
6. Campbell’s Soups for Easy Cooking: Sweet Onion — 62%: Campbell’s Soups continues to innovate with the introduction of their Soups for Easy Cooking line. These products are packaged in pourable, ready-to-cook cartons and are primarily designed to be used as ingredients in other dishes. The line features four flavors: Savory Portobello Mushroom, Creamy Herb & Garlic with Chicken Stock, Sweet Onion and Mexican Style Tomato. The soups can be used in dinner pies, skillets, meatloaf and more. Sixty-two percent of buyers were interested in trying these to cut down on cooking time.
7. Mountain Dew DEWshine — 58%: DEWshine is a new product from Mountain Dew that hearkens back to the soda’s origins. According to the brand, Mountain Dew has its roots in Appalachia, with the earliest versions of the soda made in stills. This non-alcoholic ode to those “early rebels” is a clear beverage made with real cane sugar, features a twist of citrus and is marketed in a clear glass bottle. Fifty-eight percent of consumers were interested in this anachronistic take on the Mountain Dew Brand and willing to give it a try.
8. Starbucks Doubleshot Coffee & Protein — 52%: Starbucks has long been marketing a line of prepared coffees and Frappuccinos. Their latest offering is the Starbucks Doubleshot Coffee & Protein, designed to be a packed pick-me-up for consumers. The product builds on traditional coffee flavor, adds a hint of vanilla and then finishes it with 20g of protein. As the marketing slogan says, “It’s the lift from coffee and the power of protein. Put yourself in the lead.” Fifty-two percent of buyers were interested in upping their protein while also getting some caffeine.
9. Pepperidge Farm Limited Edition Chocolate Chili Milano Cookies — 46%: Pepperidge Farm’s Milano Cookies are a staple snack cookie, with a creamy chocolate center sandwiched between two buttery vanilla wafers. Pepperidge has introduced a new, limited edition version of Chocolate Chili Milano Cookies. The flavor was a result of a voting contest where fans were able to select the winning option. It’s described on the back of the packaging as “the perfect contrast of rich, luxurious chocolate and spicy chili flavor.” Forty-six percent of buyers were interested in trying this spicy twist on a classic cookie.
10. Clif Organic Energy Food: Pizza Margherita — 30%: Clif is a brand best known for their bars aimed at health-conscious athletes. They’ve recently introduced Organic Energy Food, being marketed as the next generation of sports nutrition based on foods that can be found in an athlete’s own kitchen. They’re packaged for sipping and the line includes four flavors: Sweet Potato with Sea Salt, Banana Beat with Ginger, Banana Mango with Coconut and Pizza Margherita. The idea of a pizza-flavored “energy food” left consumers uninterested, with just 30 percent indicating they would consider giving it a try. Check back each month for new Instantly Shelf Score reports to keep track of the latest CPG trends and consumer interests.
The post Instantly Shelf Score May 2015 — Grocery Edition appeared first on Instantly.