For 75 years, King’s Hawaiian has been a staple in households, thanks to its soft, sweet Hawaiian bread and buns. Recently, the brand is diversifying its portfolio with the introduction of Original Hawaiian Sweet Soft Pretzel Bites, marking its entry into the competitive snack category. This strategic move not only reflects changing consumer preferences but underscores the potential for growth within the grocery sector.
King’s Hawaiian’s Chief Marketing Officer, Raouf Moussa, detailed the motivation behind this expansion in an interview. The brand recognized an opportunity to connect with consumers seeking new, tasty snacks. “We pride ourselves on creating irresistible products. Our goal is to launch items we know will delight our consumers, even if it takes years to perfect them,” Moussa stated.
The process of developing these Pretzel Bites was thorough, involving over three years of test marketing. According to Moussa, consumer feedback was pivotal; approximately 90% of participants reported that the product tasted “GREAT.” This commitment to quality reassures retailers that they are offering a product that has already proven its worth in the market.
For grocery stores facing a plethora of snack options, adding a new SKU like the Pretzel Bites might seem daunting. However, Moussa illustrates the benefits: “King’s Hawaiian is a powerhouse brand loved by consumers.” He cites the high net promoter score (NPS) for King’s Hawaiian as evidence of consumer trust and loyalty. By introducing a product from a well-respected brand, grocers could see increased sales, especially in the bakery/deli department where these items typically reside.
The Pretzel Bites are particularly appealing because of their versatility. They can be paired with a variety of dips and condiments, including cheese, mustard, and chocolate. This adaptability can lead to higher basket rings, making them an attractive product for retailers aiming to boost their average transaction values. Early results indicate a significant response from shoppers; the introduction of Pretzel Bites saw an increase in overall spending by about 16% among purchasers.
Moreover, data from initial sales shows that close to 50% of those buying Pretzel Bites had never purchased from King’s Hawaiian before, suggesting that the product is not only drawing loyal customers back but is also attracting new shoppers. Such figures are crucial for retailers making decisions on product stocking, as they point to the potential for expanding customer bases.
To further capture consumer interest, King’s Hawaiian is leveraging strategic marketing initiatives. The company is set to launch a national sampling tour combined with extensive omnichannel marketing efforts. Planned activities will coincide with peak shopping times, particularly during the fall football season and leading into the holiday rush. This is an astute choice, considering that game day parties and holiday celebrations often revolve around shared snacking experiences.
TV commercials featuring well-known personalities like Peyton and Eli Manning will support the campaign, aiming to raise awareness and encourage consumers to stock up for events such as The Big Game. These marketing efforts not only highlight the product but also reinforce the connection between King’s Hawaiian and enjoyable communal experiences—an essential aspect of their brand identity.
In addition to direct consumer engagement, retailers are encouraged to place Pretzel Bites in secondary locations throughout their stores, such as in the beer and wine aisle or alongside related snacks and beverages. Such placements can increase visibility and spur impulse purchases, which are vital for maximizing sales in busy grocery environments.
As the snack category continues to expand, King’s Hawaiian’s introduction of Original Hawaiian Sweet Soft Pretzel Bites presents a timely opportunity for grocers to enhance their offerings. The product’s strong brand backing, proven consumer appeal, and strategic marketing plans could help retailers capitalize on growing snacking trends while driving foot traffic to their stores.
By integrating items like Pretzel Bites, stores can expect not just to add variety to their inventory but also to support consumer desires for tasty, shareable snacks, ultimately leading to greater sales and customer loyalty.
