Royal Hawaiian Goes Nuts In-Store

Hilo, Hawaii — Royal Hawaiian Macadamia Nut Inc. began marketing its first branded products in November 2012, targeting 18- to 55-year-old healthy eaters based on insights gleaned from work with Chicago-based market research firm Mintel.Royal Hawaiian, a subsidiary of bulk supplier Royal Hawaiian Orchards, determined that although macadamia nuts have traditionally been used primarily as ingredients in candy and desserts, marketing them to health-conscious consumers as a healthy snack would drive incremental category sales and profits for retailers. The first products to appear on shelves, therefore, were macadamia/fruit crunches and seasoned macadamias."There are no branded macadamias focused on growing sales by capitalizing on the significant trend of increased nut consumption due to a consumer's perception of nuts as a healthy snack," says Scott Wallace, executive vice president of marketing and sales for Royal Hawaiian.Through the brand development process, Wallace says, there were a number of points during which the company queried consumers for feedback on flavor options and the products themselves, as well as packaging concepts. The various fruit and nut crunch products are free of GMO (genetically modified organisms), gluten and cholesterol.The products first launched in Hawaii at retailers such as ABC Stores, Foodland, Food Pantry and Longs Drugs. "We chose Hawaii as the lead market because it gets 22 million visitors per year," Wallace says. "These consumers buy things while on vacation, and then when they see the same products in their store at home, it evokes positive memories of that vacation. We think they'll be much more likely to buy the product again because they've seen it in Hawaii." The company has also begun some distribution stateside to Western retailers and expects to penetrate further this year.In-store, the product is stocked on a Royal Hawaiian four-color floor shipper. Where appropriate, the company is "working with retailers to develop in-store materials that fit with their specific merchandising strategy," Wallace says. "Our product in some cases will be sold in the produce section, so we're working on permanent display pieces and small and large spinner racks. We're aiming to do customized programs with retailers wherever we can."Royal Hawaiian is targeting the grocery and natural food channels, specialty retailers such as Bed Bath & Beyond and Cost Plus World Market, sporting goods retailers and potentially club and mass locations.The company's digital efforts include a newly created website, Facebook page and Twitter account to spread the healthy snack message. Along with product information, the website features a store locator. A Facebook-based sweepstakes awards a variety pack of the new products weekly from Dec. 17 through March 17. Wallace says plans include partnering with retailers on social media efforts."The strategy for building awareness for the brand via social media is a combination of event marketing and brand ambassadors," says Wallace. The company is recruiting ambassadors with active lifestyles – e.g., a professional surfer, an Olympic gold medalist, marathoners, triathletes, yoga experts and nutritionists.The product packaging focuses on a key message: the products taste great. Their Hawaiian heritage and product benefits are also called out.Wallace says the company has milestones in each area to help define success of the campaign. From sales targets to activity on each of its social media platforms, "there are specific goals going forward for a five-year period." The company will also closely monitor digital, event and online efforts.Companies contributing to the launch included Food Business Consulting, Lenexa, Kan., on product development; Cuker Interactive, Solana Beach, Calif., package design and social media platform; TechFlex, Hawthorne, Calif., packaging; and American River Packaging, Sacramento, Calif., in-store materials.

Royal Hawaiian Goes Nuts In-Store

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