Salty Snacks: Chips, pretzels, snack nuts and seeds - US

Observation

One of the keys to growing a category/segment is to develop more usage occasions. Stuffed pretzels are well positioned to do this by expanding into handheld meals. Kim & Scott’s Gourmet Pretzels makes frozen pretzels that can be used as a snack or a quick meal substitute. On its website, it encourages visitors to “Get a Naturally Twisted Handheld Meal to Go!” Its stuffed pretzels that are suitable as an occasional meal include cheddar jalapeño, egg & cheese, grilled cheese, spinach feta, and pizza pretzel. Along with the egg & cheese, which would work as a breakfast, the company also offers apple cinnamon (a pie with a twist), chocolate crumb, cinnamon roll, and cream cheese. Kim & Scott’s believes in the concept of pretzels as a meal, so much so that it has opened up Café Twist in Chicago’s Lincoln Park area. This lone location allows diners to try a twist on sandwiches, soups, salads, smoothies, cocoa, and coffee. Consumers can also “Twist Their Own” pretzel meal or try a Twist ‘N Top, where children of all ages can twist, paint, and decorate their very own pretzel creation. Having a freestanding store will also help to generate awareness of its retail products, and depending on how successful it is, could lead to other locations.