The frozen food sector anticipates an increase in the number of ready-to-eat smoothies targeting consumers looking for a healthy snack on-the-go throughout the day in addition to nutrition bars or yogurt.
Traditional products in the $ 14 billion global smoothie market are mostly frozen fruit drinks and packs that still require eaters to mingle at home, with some relatively newer brands such as Joybol by Kellogg and Naked Market offers a smoothie bowl that is stable on the shelf.
Ready-to-eat frozen smoothies, however, are a different kind: As well as not requiring a lot of effort to prepare them, they can also be scooped out and taste like ice cream, providing new opportunities for grocery stores to continue to take advantage of the growth of frozen foods that are known to maintain healthy nutrition more than perishable food.
This especially happened to Sweet nothings, a US smoothies startup that claims to be the first ready-to-eat product traded in the frozen fruit aisle and is made with a short list of plant-based ingredients.
“We have a very good reception from grocery buyers because we were able to increase sales for their frozen fruit sets,” Jake Kneller, who co-founded the company with Beth Porter, recently told me.
She said: “We see customers buying frozen blueberries and strawberries to make smoothies, but also admit that life gets busy, and on some days, they prefer the clean, organic, ready-to-eat version. [made without] added sugar. “
Attract consumers with sweet foods
Sweet Nothings, which hopes to get its patents to use chia seeds and flaxseeds as stabilizers instead of ingredients unknown to consumers, such as xanthan gum and sunflower lecithin, to achieve a scoopable texture, is produced in an ice cream factory, according to Kneller.
That has helped the brand lure consumers who have traditionally favored sweet-tasting products, he noted, enabled Sweet Nothings to sell 20,000 cups of Good Eggs in record time, and managed to secure listings in more than 1,000 stores nationwide, including many natural and specialty retailers. independent.
“A little under half of our shop is Kroger
He notes how Sweet Nothings started with a food service line, serving employees at large companies including Apple
“We’re also launching on Thrive Market later this year as part of their bid to freeze, and we’ve been chatting for quite a while with Amazon Fresh.
With seasoned investors and consumer entrepreneurs serving as corporate advisors, including CircleUp founder and CEO Ryan Caldbeck; and Thrive Market CEO and founder Nick Green Sweet Nothings anticipates a 10-fold increase in annual sales by 2021.
Kneller said: “We’re lucky to still have capital, and a really supportive investor base, but it makes sense to attract more institutional investors later this year or early 2022 to help guide our next phase of growth.”
KIND Snacks took part
Larger consumer brand KIND Snacks owned by confectioner Mars & Wrigley also recently launched its own line of ready-to-eat frozen smoothies, the fifth new category the company has entered in a year.
It is readily available at bulk retailers such as Walmart
Mike Barkley, CEO of KIND North America, tells me how these new products are consistent with the company’s mission from day one – to create innovative premium foods that are healthy and delicious with the goal of improving the overall experience of people.
He wrote to me by email: “Even though we are known for the most frequently consumed nutrient bars on the go, we continue to prioritize innovations across categories and parts of the day.
“We’ve all been told breakfast is the most important meal of the day, and KIND’s promise does well in this growing category where yogurt, smoothies, granola, and other choices that are better for you are increasingly favored with improved health – consumers who are increasingly aware. “
The KIND portfolio is reported to have experienced double digit consumption growth in Q4, 2020, with the granola business growing 22% in revenue over the past year, outpacing the overall category by 4%.