Category Captains: Produce Snacks and Gourmet Licorice

Produce Snacks

Eating a balanced diet rich in fruits and vegetables is essential to maintaining good health and longevity. Studies show that low-fat diets in fruits and vegetables may lower the risk of heart disease, stroke, type 2 diabetes, and certain cancers. 

Featuring a range of premium, farm-fresh berries and wholesome pairings, Naturipe Berry Snacks are the ultimate snack solution for today’s busy, health-conscious consumers. Steven Ware, Vice President and General Manager of Value Added, Naturipe Snacks, reported, “The produce snacking category is in a really healthy place right now. Families are busier than ever, and they want snacks that are both convenient and nutritious, especially if they’re grabbing them while on the go. Even with the tougher economic climate, we’re still seeing strong demand for fresh, portioned options that are fun, approachable and especially appealing to kids. That’s where produce has a real edge.”

He continued, “Looking ahead, the biggest opportunities are all about smart innovation. That could mean new flavor combinations or making products a better value for shoppers. At Naturipe, making small changes like adjusting portion sizes to meet sharper price points, improving shelf life to cut down on shrink and letting consumer insights guide product development have helped us create snacks that real families want.”

The average American does not eat enough fruits and vegetables, with only about 1 in 10 adults meeting daily intake recommendations. Naturipe is on a mission to change that by making healthy eating easier. “Consumers are looking for snacks that are fresh, convenient and balanced between taste and nutrition. They want options that are ready to go, portioned for easy consumption and feel fun, especially for kids,” explained Ware. “Beyond that, shoppers are seeking products that deliver more than just flavor: they want variety, new flavor combinations, functional benefits and options that align with health and wellness trends. They also appreciate packaging and formats that reduce waste and make snacking simple, which is driving much of the innovation in the category.”

Making sure customers can easily find Naturipe Snacks starts with support and close collaboration with retailers. “Naturipe Snacks offers a comprehensive suite of resources to help retailers grow the produce snacking category. This includes consumer insights and research that inform product development, merchandising guidance and promotional support that drives sales,” Ware shared. “We also provide tools for in-store activation, digital marketing and shopper engagement to help retailers connect with consumers. On the operational side, we focus on product consistency, shelf-life optimization and portion sizing that improve velocity and reduce shrink.”

Naturipe Snacks combines deep, multi-generational farming expertise with a commitment to marketing, innovation and forward thinking. It’s a balance that has allowed Naturipe to lead the category with credibility and creativity that both busy families and retailers appreciate. He elaborated, “Partnering with Naturipe Snacks means teaming up with a company that was built on decades of farming experience, combined with a forward-thinking approach to product development. Retailers see consistent results with us because we focus on what really matters: delivering high-quality and reliable products that shoppers love and keep coming back for. We back up that promise with strong operational execution. We also take the time to understand what consumers want, and then design products, packaging and promotions to meet those needs.”

Naturipe berry growers are located throughout the Western Hemisphere so that they can provide delicious, good-for-you berries year-round. Retailers appreciate their dependability and innovative products. “Our approach is about understanding consumer needs, anticipating trends and working hand-in-hand with retailers to deliver solutions that drive sales and build loyalty. Growing great berries is hard work, and our growers are experts! By bringing operational excellence, insights and thoughtfully designed products to the table, we help retailers succeed while continuing to elevate the entire produce snacking category,” stated Ware.

Gourmet Licorice

Licorice has been around for thousands of years, and yet it’s still loved and evolving as the candy we know today. No one understands perfecting the licorice twist more than Kenny’s Candy & Confections, the leading provider of bulk and private-label licorice in the United States.

Marketing Manager Jadi Anderson reported, “Within the licorice category, we often see a split into ‘standard’ and ‘premium’ licorice. Standard licorice is usually a longer, thinner piece while premium licorice refers to licorice that is generally a shorter, chewier piece of candy. Today, a bulk of sales in the licorice category still comes from standard licorice—and for those looking to play in that space, we do have a wide range of flavors offered in our private label and bulk portfolio. However, we are also seeing consumers choose to shift their dollars into the premium licorice sect, opting for licorice that may have a slightly higher price point but also delivered a better bite and flavor than its predecessor. At Kenny’s, we identified this potential shift in the early 2000s and created our Wiley Wallaby brand. This brand now sits at just under $60 million in sales.”

When most people first think of licorice, red and black varieties come to mind. But Kenny’s offers fruity, cinnamon and chocolate flavored twists. And the innovation keeps on coming. Anderson expanded on the topic of innovation, “We continue to see consumers ask for two key things when it comes to their candy innovation. Consumers want to feel good about what they’re putting in their bodies, but they also want to be able to treat themselves when they feel like they need to, or they’ve earned it. These consumers also want to ensure that they’re not sacrificing taste or quality during this upgrade—instead, they expect the same product—or better—from their favorite brands.” 

She continued, “Whether it’s seasonal offerings, spicy combos or sour smackers, consumers want the next flavors faster than they did in the past. Many consumers love the discovery process of finding the newest flavors, while others simply get bored after having something once or twice —either way, this creates a whole host of new challenges for both the retailers and manufacturers when it comes to not only development, but also managing inventory, complying with shipping windows and tempering consumer expectations.”

Kenny’s premium licorice stands out on the shelf with its high-end packaging, hooks consumers with its incredible texture and keeps them coming back because it delivers on the best quality in the category. Retailers know that partnering with Kenny’s is sure to be sweet. And that’s not just because of their candy. 

Anderson shared, “Kenny’s Candy & Confections is a bit unique for many different reasons. Many know we produce their favorite soft and chewy licorice, Wiley Wallaby, while others partner with us to create a licorice product that’s entirely their own. Our knowledgeable Wiley sales team takes the time to connect with our retail partners to learn about their goals and discuss their thoughts on how to make the candy aisle work for their stores. We don’t force a one-size-fits-all approach or shove every product at them just because it’s in our portfolio. Instead, we work together to tailor product selections, build displays and design ads informed by years of experience and the voice of the customer. And after the first bag of Wiley hits the shelves, we stay connected and adjust programming as needed to ensure the partnership stays healthy.” 

For those customers looking for a more customized approach? Kenny has a solution for that too. Anderson related, “Our skilled private label and product development teams step in. These individuals are the leaders in licorice innovation, working on everything from new flavors and textures to better-for-you products!”