Snacks focus: Still going nuts

Snacks are fighting back. Any fears that the pub food boom would see focaccia and olives eclipse crisps and nuts have proven unfounded.

The bagged snack market continues to grow, with Nielsen data showing that 'adult premium' brands and sharing pack sizes are outpacing the snack market as a whole.

However, recent research carried out at the sharp end of the pub trade by Trigon Snacks, owner of the Big D brand, shows that the basics of selling snacks are still firmly in place.

Trigon recently carried out two sessions of face-to-face interviews with pub managers to assess the market. "What we learnt isn't really a surprise," says Iain Paton, Trigon marketing controller, "but it does reinforce that it's important for pubs to understand where their snacks sales come from."

Points emphasised by the research included:

• Snacks are principally bought by men as an accompaniment with beer
• There is a strong link with traditional ale drinkers aged 45+
• Impulse purchase is influenced by point-of-sale visibility
• The core period for sales is from 6pm until 11pm
• The weekend sees the greatest demand.

In a time of substantial investment in flavour innovation, the view was that customers will try new spicy varieties but tend to revert back to traditional flavours. Subtle spice flavours are seen as having wider appeal than fiery varieties.

• The pub managers also highlighted ways in which snack brand owners can work more closely with outlets to maximise sales:
• Staff incentive promotions are seen as a missed opportunity to generate additional revenue - such as a bottle of spirits for the best snack seller in a week
• There is potential for promotions linked to beer, particularly cask ale, with higher value and premium nuts linked to premium lager
• Better bar merchandising, such as a branded bar-top unit, are needed, with traditional clip strips and cards still essential in some pubs
• Something different, such as a Fairtrade coffee link, would help to kick-start the market.

Trigon's response has been to revamp marketing and presentation across its range. The Planters brand, targeting upmarket pub consumers, has seen the launch of premium nut mixes in the Planters Bakehouse range, while the Berry Nutty premium mixes appeal to ethical consumers with a Fairtrade link.

There are also new-look display and merchandising options for Big D nuts - although purists will be delighted to know that brand model Malene remains prominently featured - as well as for Big D scratchings and baked snacks. A vending trial has also been launched to offer the Big D and Berry Nutty brands in cans.

Wider changes in the snacks market are reflected in the fact that Trigon now has a sister company, Passion Shed, which markets a range of distinctive, gourmet-quality snacks.

Using natural ingredients and imaginative recipes, varieties in the range include Nutty Swiss, made with almonds, macadamia and hazelnuts seasoned with Madagascan bourbon vanilla, and blended with Swiss milk chocolate and sweetened Morello cherries.

Another variety, High Seas, includes macadamias and cashew nuts coated with extra virgin olive oil and a light sprinkling of sea salt. The range deliberately includes varieties that will be seen as indulgent, as well as those which are healthier. The target market is indicated by trials over the summer at food fairs and events such as the Badminton Horse Trials - the natural home of the Passion Shed range is upmarket retailers, delis and coffee bars. However, "there are undoubtedly also some pubs where the brand will be a fit," says Iain.