Garden Veggie Flavor Burst Chips Roll Out to Walmart

Hain Celestial Group launched its line of Garden Veggie Flavor Burst tortilla chips in February with an omnichannel campaign that included in-store displays and an exclusive package at Walmart.

The gluten-free nacho cheese and zesty ranch flavored chips are sold in 6- and 10-ounce packages, with Walmart receiving an exclusive 12-ounce bag. The SKUs are sold in Walmart stores on a pallet display,  endcap and power wing using a “Let Your Taste Buds Discover” message. The Garden Veggie Flavor Burst line is part of Hain's Sensible Portions brand, which includes Garden Veggie Straws and Puffs.

“For Walmart, we built our Flavor Burst business around our existing Veggie Straws business,” Hain Celestial senior director of marketing Ed Kaiser told the Path to Purchase Institute. “This allows us to display the entire line together at a common price point. We’ve had success building a large size strategy overall as consumers look for additional value in the snacks they buy.”

The Walmart launch was supported with on-site and off-site media buys, an $1 off Ibotta deal and social media activity. The target consumer was households with kids under age 12 looking for better-for-you snacks the whole family could enjoy.

“Walmart has been a fantastic partner for us!” Kaiser said. “We worked together to define the right search and media plans, in-store POS, social media amplification and more.”

The launch coincided with new planogram schedules for key retailers, but Hain Celestial also worked with Kroger and Albertsons to secure secondary placements ahead of the in-aisle resets. The Kroger launch was supported by on-site media. At Albertsons, SmartSource shelf talkers used QR codes to deliver a $1 coupon through the retailer’s loyalty app.

Hain also worked with  agency Clever(ish) Marketing to support the launch across digital and social media and with OOH activity, which include LED trucks and sampling in New Jersey and New York.