What are the hottest new products and concepts today? Those that were noteworthy at the recent Food Marketing Institute convention could fall into just a few categories -- no/low-fat, hot 'n spicy, pets and convenience.
Fat-free is over! Consumers have discovered (much to their dismay) that the latest generation of fat-free and low-fat foods is filled with sugars and they are moving back to regular versions -- but just eating less. Indeed, from where I sit, it seems that the idea of moderation will finally take hold.
Hot 'n spicy is a great (and should I say), easy line extension. A few products show initiative, like microwave popcorn with chili spices that allow the corn to absorb the spices thoroughly. It also gives a new twist to the worm-in-tequila idea, with a worm-like chili pepper inside that you can decorate your popcorn with (and scare people with).
Gourmet pet foods have reached a new high. Pasta for dogs, gourmet sauces to add to both dog and cat foods, and peanut butter-dipped dog biscuits.
Now let's look at the convenience trend. Granted, it's not new, but it's changed a lot. With boomers working harder and longer than we ever thought possible, time and the lack of it have become major concerns. A few product innovations are reflecting this and doing it very well. Precut, prewashed salads that now come in a bowl are a great idea -- especially when priced at just a bit more, so consumers won't be scared by the price. Pasta, sauce and broccoli are all packed together and sold fresh in the produce section. Spices you add to water and cook the pasta in are a simple and good idea. Shelf-stable prepared foods can be heated without a microwave or oven, just by activating a chemical reaction by adding water to the pad attached to the tray.
In all these cases, whether these products actually make it big or not, we are seeing a significant trend of convenience and affordability. Not since Clarence Birdseye first started freezing vegetables have we seen as much excitement focused around convenience that is available to the masses. The innovations in produce have given us a great jump start. It's up to us to continue the growth.
