When I think of unique food combinations, I usually think of fast-food outlets. Taco Bell introduced the Doritos Taco. Burger King recently reintroduced its Cheetos Mac and Cheese Bites product. Sonic previously offered a Nerds rope-flavored iced drink. However, these "stunt foods" are no longer just for the fast-food market. Food manufacturers are starting to grab onto this trend.
Barb Stuckey, President and Chief Innovation officer at Mattson, wrote an excellent piece on the subject for Forbes. From the article:
"It used to be that fast food chains were the only companies who relied on stunt food to stimulate demand. There was the Grilled Cheese Hamburger from Friendly’s: a burger between 2 Grilled Cheese Sandwiches, which serve as the (4-slices of bread) bun. Did you try the Bacon Milkshake from Jack in the Box? Or, the latest “it beverage,” the Starbucks Unicorn Frappuccino? And the Big Daddy of them all? The Doritos Locos Tacos, though the combination was less of a stunt and more of a brilliantly devious reset to our staid expectations of a taco chain."
Stuckey argues that PepsiCo's Frito-Lay division is the biggest player in this market. It made a million dollar contest out of encouraging customers to develop their own crazy flavors for potato chips. Past winners include Southern Biscuits and Gravy, Greektown Gyro and Chicken & Waffles. However, they are not alone.
Mondelez's Oreo brand is also famous for releasing limited-time products. Its Swedish Fish Oreos, Marshmallow Peeps Oreos and Fireworks Oreos are examples of Mondelez's interest in releasing social media-worthy combinations to entice customers.
Stuckey finishes the article with some wonderful insight:
"I’m not sure consumers are clamoring for these combinations, nor are they meant to drive repeat purchase. The goal is to enjoy what restaurants do with their LTOs: that is, a sales bump from the PR that surrounds the launch of something so audacious it makes news... Is this a trend or simply a brilliant marketing ploy to get the media to focus on big brands that have lost some relevance with consumers? The vote is out, but as one representative of the media, I fell for it."
[Editor's note: OFW Law Principal Attorney Michael J. O'Flaherty provided this blog piece regarding the need for federal oversight regarding the ongoing trend of class action lawsuits filed against food companies regarding product labeling.]read more
Chris focuses on fresh, canned and frozen fruit and fresh and dried vegetables for the Food Institute Report. In addition, he assists in compiling data for various Food Institute publications throughout the year. He is a proud Rutgers University alumnus with a degree in English, and has a background in web writing for a variety of industries, including legal, foodservice and small-to-medium sized businesses. In his downtime you can find him watching New York Yankees baseball, hiking, enjoying live music and spending time with his dog Kaiden. He invites you to contact him via email at firstname.lastname@example.org to talk about anything food-related.
10 Mountainview Road
Upper Saddle River, NJ 07458
Food Institute reps are available to answer your questions
BECOME A MEMBER
For close to 90 years, The Food Institute has been the best "single source" for food industry executives, delivering actionable information daily via email updates, weekly through The Food Institute Report and via a comprehensive web research library. Our information gathering method is not just a "keyword search."