By Tom Ryan
The 100-calorie snack pack is so passé. CPG suppliers are coming out with not only 90 calorie versions but some as low as 80, 70, and even 60.
Quaker has rolled out a slew of 90-calorie treats, and it's the brand's fastest-growing line. Since 2007, Quaker's introduced 11 single-serve products at 90 calories. Last month, it rolled out three Mini Delights and two granola bars.
"What I like most about 90 is that it one-ups 100," Quaker Foods President Mark Schiller, told USA Today.
Among other brands:
- Although Kellogg claims its "bull's-eye" for snack packs is still 100 calories, consumers will see "continued growth of portion-control packs" of all sizes, said Michael Allen, senior vice president of snacks.
- ConAgra's new Hunt's Snack Pack Fat Free Puddings are 80 calories and its David Seeds Pumpkin Seeds are 90.
- Kraft just rolled out LiveActive Natural Mozzarella Cheese Snacks in 80-calorie sticks. Its Jet-Puffed marshmallows are sold in 90-calorie pouches.
- General Mills is introducing Fiber One yogurt from Yoplait, with 80 calories.
- Hershey's low-cal offer is 60-calorie Hershey Sticks in four flavors.
- Del Monte has 50-calorie Pup-Peroni packs for Fido.
In 2007, 82 single-serve products touting fewer than 100 calories hit the market versus seven in 2003, Tom Vierhile, director of Datamonitor's Productscan Online, told USA Today. "You sound like you're a consumer advocate by ratcheting down the number of calories, but all you're doing is helping your bottom line."
Discussion Questions: Do you think the low-calorie standard is moving away from "100-calorie" to products with even fewer calories? Will retailers and CPG suppliers aggressively pursue this opportunity? Do you see portion control products as a fad or a trend?