Baking & Snack - June 2018 - 46


"The challenge for
the bakery is, 'What
can we create
that has sustaining
power and is not just
a flash in a pan? I
think that's frankly
why we don't see a
lot of innovation, or
as much as I'd like
to see, in this area."
Phil Lempert, Supermarket Guru
Children look for amusing
shapes, unique flavors and
packaging that pops
on the shelves.
Familylifestyle -

the parents; on the other hand, if children aren't happy,
they know how to make life hard on their parents.

From generation to generation
If you are what you eat - or what you snack on - then
many of today's junior consumers might be better-foryou, flavorful and protein-centered. These qualities, of
course, are primarily at the discretion of their parents.
Within the sector of households with children, 42%,
or about 11 million, are parented by millennials, according to Cargill's 2017 study "Millennial Parents Further
Shift the Kids' Food and Beverage Industry," and this
number will increase with time. Here's a scoop on millennials: They're looking for diverse flavors, they're not
brand loyal, and they're busy. More importantly, millennials prefer wholesome meals and snacks that are
produced with familiar and nutritious ingredients. This
preference now affects many of their parenting decisions
as they look for fresher products that are all-natural and
labeled non-GMO, no/low sugar and have no artificial
"The snacking aisle can be a daunting place for
health-conscious parents who are trying to feed their
kids nutritious foods," said Jon Lesser, vice-president of
marketing, Kind Co., New York. "At Kind, we found that
66% of parents feel guilty for not providing more nutritious snacks for their children, and 75% of shoppers believe there aren't enough healthy snack choices for kids."
In May, Kind debuted a line of oat bars called KIND
Kids after discovering a lack of healthy and tasty kids'
snack bars that parents were okay with buying. The

46 Baking & Snack June 2018 /

100% whole grain snack bars contain oats, sorghum and
quinoa and are also gluten-free with no artificial flavors,
colors or preservatives.
It's new products like this that parents are willing to
go out on a limb and buy, if only to get their child's reaction on its better-for-you qualities. In fact, 82% of parents purchased at least one new better-for-you snack per
month, according to the Amplify Snack Brands report
"Better-for-you Snacks: The New Snacking Reality" because it seemed healthier and there was a chance their
child would eat it.
This health-conscious generation is passing this
mindfulness down to the next one. The Amplify report
stated 69% of millennial moms say their little ones understand that some snacks are healthier than others, and
55% said their kids are more likely to choose a betterfor-you snack over other packaged snacks. "We have
kids and millennials who are really brand agnostic," Mr.
Lempert said. "They look at what the product is; they
look at ingredients; they look at the nutritional information; they focus on the taste of it and so on. Millennials
are also looking for what's next and what's new - being
on the cutting edge."
Currently leading the way are flavorful options,
which include the influx of ethnic foods as America's
population diversifies. The report "Kids Food &
Beverage Market in the US, 9th Edition" by Packaged
Facts noted these family demographics mean marketers must create snacks that appeal to a variety of traditional and cultural values.
Like the adult snacking world, Mr. Lempert said, eth-

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