August through October is what we like to call “the season of routine”: vacations wrap up, kids are back out of the house and the need to juggle packed schedules returns. Each changing season brings new innovation opportunities, from flavors to formats to novel items (but remember, timeliness is critical).
In evaluating this season’s new innovations, we’re seeing a few key themes:
EVERYTHING PERSONALIZED
If you’ve set foot in your local Target within the last month, you may have noticed a new display in their back-to-school section: “Personalization Stations.” Shoppers can choose a variety of $2 pins, patches and other unique touches to personalize items like backpacks, lunchboxes and water bottles. 54% of parents list “expressing my personal identity” as a very important value to instill in their children,1 and this new activation supports both kids and parents in their quest for personal expression at an affordable price. Wondering what foods could be packed into those decked-out lunch boxes this fall? Keep reading.
TEXTURAL DELIGHTS
As discussed in our 2024 Ideas in Food trend report, an emphasis on texture is long overdue in American food culture. As consumers are exposed to more global cuisines, they’re experiencing more diverse textures that can enhance taste. One brand that’s remixing the texture (and portability) of your favorite Italian dishes? Tantos. Just like their noodle namesakes, these puffed pasta “chips” feature a base of flour and water, but they’re fried to a puffy, crisp texture and seasoned with flavors like pesto, marinara and cacio e pepe.
Playing with texture isn’t exclusive to global flavors, though. Kellanova is bringing a fresh take on a familiar favorite with the launch of Pringles Mingles this October. The puffed, bow-tie-shaped snack features a crispy exterior and light interior, with flavors that scream Americana: Cheddar & Sour Cream, Dill Pickle & Ranch and Sharp White Cheddar & Ranch.
CLEAN (AND COOL) CONVENIENCES
About half (51%) of parents say they find it hard to come up with a variety of healthy portable snacks to send to school or daycare with their children,2 which spells opportunity for brands. Little Spoon, known for its premium ready-to-eat meals for babies and toddlers, has teamed up with the popular olive oil brand Graza to introduce healthy fats crucial for early childhood development. The partnership includes two LTOs: a Savory Summer Harvest puree and a Mediterranean Style Chicken Bravas meal for babies transitioning to solid food.
While Little Spoon has built a cult following and this partnership is likely to attract young, time-constrained parents, D2C meal delivery services continue to draw skepticism around sustainable packaging, preparation (Little Spoon meals are microwaved in plastic trays) and pricing — all of which influence long-term adoption.
Key takeaway:
Innovation doesn’t have to be complicated to succeed. However, when consumers have long shopping lists and limited budgets, your innovation must be demand-driven first, trend-driven second.
Our approach to innovation helps you pinpoint that demand by deeply understanding the cultural forces consumers encounter in their daily lives. We offer customizable solutions that can be tailored to your specific goals and resources:
- Knowledge Discoveries are a quick and cost-effective way to springboard your innovation by tapping into our existing insights library and offering our unique POV on a specific question surrounding your brand, category or product.
- Custom engagements allow you to build on foundational insights, engaging our team in activities ideation facilitation and concept development/testing to identify a consumer need, differentiate your brand from the competition.
Don’t wait for the next changing season: connect with our team today to discuss your innovation goals and how we can bring them to life.
1. Taste of Tomorrow 2023: Navigating Food Through the Eyes of Gen Z and Alpha, Hartman Group
2. Future of Snacking 2024: Balancing Intent with Indulgence, Hartman Group