Nabisco Shows off Healthy Choice Line

A premium line of low-fat Healthy Choice cookies and bread crisps being marketed in the $650 million specialty products category of the cookie and cracker aisle has been introduced by Nabisco Inc. and ConAgra Inc. Parsippany, N.J.-based Nabisco, which markets nine of the top 10 cookies and crackers worldwide, and Omaha, Neb.-based ConAgra, owners of the Healthy Choice brand name, have unveiled five new Healthy Choice snack products that fill a niche in the cookie and cracker segment for health snacks."In the specialty snack food industry, where indulgence products like flavored coffees and Viennetta ice cream are doing well, we identified a niche for specialty cookie and cracker items that meet taste expectations while delivering a health benefit," says Ann Smith, Nabisco's senior manager of product communications. "In the mainstream, Nabisco's SnackWell product offers the health benefit, but nothing in the specialty, indulgent-taste category addressed this niche. We felt there was an opportunity, and that Healthy Choice was a great brand name to bring into the category."The new Healthy Choice products, designed to complement the SnackWell line, were rolled out in June in the northeast, with a national rollout now under way. To showcase these specialty snacks, a temporary, refillable corrugated tower display measuring 19 inches wide by 75 inches high by 17 inches deep is penetrating cracker and cookie aisles across the United States.Designed by Nabisco, the display may be freestanding or at an end aisle. "The display's four-color graphics and color schemes were chosen to evoke a wellness as well as an indulgence aspect," Smith says.Three of the unit's five shelves feature four facings, while two have three facings, for a total of eight dozen packages of five SKUs. Displays Unlimited, Richmond, Va., manufactured 13,000 of the signature Healthy Choice green tower merchandisers, which also feature Healthy Choice's "Eat What You Like" slogan.Tom James, Nabisco's director of graphic design, had the lead role in creating the unit. "Basically, the unit was designed around the number of varieties to be featured," says James. "We wanted to segregate the five varieties to differentiate one from another, so we designed separate shelves for each. We used corrugated because it's the cheapest route to go with a new product, and hope to follow with a permanent rack. We have a great feeling about this product and think it will be very successful, but corrugated was most appropriate for the job at this point."

P2PI MEMBERS

JOIN P2PI

You May Also Like

Mondelez Re-Ups Deal With Sustainable Packaging Provider

The Shop Brings Men's Grooming Line Exclusively to Walmart