FoodStuff by Kevin Ryan
The Unexpected Flavor Trend: Why Vinegar Will Soon Be In Everything
Here is a link to my last newsletter, in case you missed it.
In this week’s issue:
Ordinary Extraordinary: Making Everyday Products Delightful
Cross-Category Creep: Rethinking Your Competitive Set
Vinegar Storm: Are You Sleeping On The Next Big Flavor
Let Your IP Go: Modern Marketing Must Learn to Share
Gut Reaction: My quick take on the best (and worst) in new launches
Tidbits: The latest in food industry news, from the profound to the funny
Ordinary Extraordinary
Canadian ice cream company Vice & Versa has a launched a novel take on the traditional ice cream tub. Each container is sold upside down and is more like a mini-cake than just ice cream. The indulgent treat consists of a topping, ice cream and cookie base. Consumers simply run the tub under hot water and unmold to enjoy (or eat straight from the tub). Varieties include Strawberry Shortcake, Chocolate Caramel Pecan Cake, and Chocolate Raspberry Cake. Available in IGA and Metro and stores across Ontario and Quebec.
Potato maker Ore-Ida (a Kraft-Heinz brand) has partnered with frozen treat maker GoodPop to create a limited edition offering reminiscent of French fries dipped in ice cream—the Fudge N’ Vanila French Fry Pop. The treat is made from vanilla oatmilk frozen dessert base that's covered in a chocolate fudge shell infused with real crispy bits of potato.
Wayback Burgers has announced that they will be introducing a new ketchup-infused French fry in 2025. The company says that over 10,000 hours of R&D development have gone into making the fries a reality.
So What? In the world of magic, there are basically three types of performances. There is ‘stage magic,’ with grand illusions done in front of a large audience with big set pieces. Then there is ‘parlor magic’ done for a small group with specially designed props. And finally, there is ‘pocket magic’ performed one-on-one with simple, everyday objects (like one would find in a pocket).
Each of these performances has their charm, but there is something special about ‘pocket magic.’ Whereas the others use specially built boxes and contraptions, ‘pocket magic’ uses normal, personal items like coins and rings which makes it feel more ‘real’ and special.
I can’t help but believe that there is something to learn here in terms of brand management. While audiences enjoy the grandeur of big campaigns and bold, new products, there is something especially charming about infusing magic into the ordinary and everyday. Yes, there is pleasure in bringing a new ice cream category into the world but turning a normal ice cream pint into a cake with topping feels especially joyful.
A trending theme in candy and kids’ snack categories is adding a surprise element to a go-to favorite (see f’real’s Mystery Shake or Go-Gurt’s thermochromic ink packaging). Why should adult products be any different? Provide a sense of excitement by making the ordinary a bit more extraordinary.
Beware the Cross-Category Creep!
Baby food and nutrition company Once Upon a Farm is launching soft baked bars for kids. Each bar has a whole grain oat base, fruits and veggies, and no-added sugar. Varieties include Apple and Oat, Chocolate Oat, Mixed Berry and Banana Chocolate Chip. Available in retailers across the US.
Packaged and refrigerated BFY cookie dough company Sweet Lorens is introducing two new lines of refrigerated gluten-free pastry doughs. Puff pastry is meant for sweet and savory applications and the Thin Pizza Crust promises to speed up at-home dinner. Both products are non-GMO and dairy free.
MLM company Herbalife has launched a new line of protein chips. Available exclusively through Herbalife independent distributors, the snack provides eight grams of plant-based pea protein. Currently available in Mild Barbecue flavor.
To celebrate Kylie Jenner's Kylie Cosmetics launch of their Skin Tint Blurring Elixir the company created an exclusive collection of Kylie Cosmetics x Crumbl cookies. Each of the 6 cookies in the pack is frosted with hues that mimic the colors of the skin tint. The limited-edition offering was only available at the West Hollywood store on July 24.
Australian streaming service BINGE has released an exclusive line of 'green and black hot sauces' inspired by the popular TV series House of the Dragon. The Black Sauce, named 'Dracarys,' is for supporters of Queen Rhaenyra and has a "potent blend of Carolina Reaper, Scorpion, and Birds Eye chilies" with 500,000 Scoville units. The Green Sauce, named 'Revenge,' is for those aligned with King Aegon, and has "Green Habaneros, Charapitas, and Jalapenos." The sauces are being given away to fans who visit the streamer’s Instagram page.
So What? In 2004 and 2005, Amazon started buying up massive amounts of computing ability—server farms and storage around the US. I remember when this was happening, people in the industry were confused, and some even derided them as plowing too much money into capital they’d never use. When they launched Amazon S3 (Simple Storage Service) and Amazon EC2 (Elastic Compute Cloud) in 2006 for their own partners, the industry assumed that their hardware buys were just Amazon trying to be efficient.
However, around 2008, things started to change. Amazon began adding new features to what was now AWS (Amazon Web Services) and major tech companies (like Netflix and Dropbox) started using the service. IBM and Microsoft, who had mostly dismissed the Seattle eCommerce retailer as a non-threat, were suddenly caught flatfooted. Today, AWS is the world’s largest cloud computing provider.
Of course, the lesson is, don’t assume that all your future competition will come from inside your current categories. Many times, it’s the brands and companies that aren’t in your immediate competitive set that you should be watching.
In my experience, it’s the categories that are the most conventional and established that are the highest risk of this type of attack. Categories like snack bars and refrigerated dough (see above) have clear category captains who have smart strategies in place to deflect the established competition. However, they might not be as prepared when it comes to protecting themselves from cross-category adversaries. Smart brands are constantly doing scenario planning to understand their weaknesses, even when it comes from non-conventional players.
In today’s market, where the barriers to entry are low and consumers are actively looking for exciting new offerings, the threat from outside your category is stronger than ever.
Vinegar is Going to Be Everywhere!
Rap Snacks (who have recently added drinks and instant noodles to their lineup) has partnered with rapper Nicki Minaj to introduce three new truffle potato chip flavors. Varieties include Bar-B-Que Truffle, Nicki Minaj Sour Cream Truffle, and Queen's Salt & Vinegar Truffle. Available via the company’s website.
Sarson’s, the 230-year-old UK vinegar company, has launched a new Dip & Drizzle line. The sauces come in squeezable bottles meant to update the brand’s classic taste for a new generation. The tangy, vinegar-rich varieties include Smoky BBQ, Original Malt and Zingy Garlic.
Popular seasoning company Spiceology has added a new Spanish-inspired flavor combination to their Signature Blend line called Tomatador. Using a combination of dried tomato powder, white vinegar powder, and smokey Spanish paprika, the brand says they have captured the iconic taste of Spanish cuisine. Available on the company’s website.
Sidekick Soda is coming to the New York PopUp Grocer. The soda mixes organic apple cider vinegar with New Zealand honey and fruit juices to offer flavors like Strawberry, Plum and Mango.
McCormick’s Lawry’s brand has launched a powdered Salt & Pepper Vinegar Seasoning. Based on the classic chip flavor, the brand recommends it as great add to meals and snacks (from chicken wings to popcorn).
So What? Using vinegar as a food enhancement is as ancient as cooking. However, vinegar has usually been a silent addition to most dishes, providing a tang but hiding behind more popular names like BBQ sauce or ketchup.
Recently though, vinegar has been thrust into the limelight. Snacks, seasonings and even beverages now call out vinegar and celebrate the tang. Why now?
Today, consumers are looking to clean up the foods they eat, rejecting the artificial ingredients that were doing serious flavor lifting, but they don’t want to give up on taste excitement. Vinegar provides the oomph to foods and drinks that would otherwise be missing. Also, vinegar itself is being rediscovered as a healthy and positive ingredient. From apple cider vinegar shots, gummies, and fortified cleaners, vinegar is to sour what honey is to sweet, a trusted natural addition.
Honestly, I’m shocked that we haven’t seen the diverse world of vinegars being used more extensively in more foods and beverages. Imagine the excitement and interest coconut vinegar or pomegranate vinegar could add to a simple soup or snack label (not to mention more exotic preparations like ramp wine vinegar or maple cider vinegar).
Move over salt & vinegar chips, I think we are in for a full-scale vinegar rush!
Love Your IP? Let It Be Free!
McDonald’s has partnered with the popular anime series Jujutsu Kaisen to launch a limited-edition line of Chicken McNugget dipping sauces. Based on a Black Garlic Sauce originally available only in Japan, the new Special Grade Garlic Sauce is coming to the US market in packages with the Jujutsu Kaisen characters. The sauce will only be available for consumers ordering through the McDonald’s app.
Speaking of Japan, the online Japanese retailer Oisix has launched a meal kit in partnership with Pokémon. The kit allows consumers to make meals with the likeness of Pikachu, Eevee, and Snorlax. The kits also come with Pokemon-themed cutlery. There is no evidence that this meal kit would be available outside of Japan.
Kraft has announced that they are launching Kraft Mac & Cheese Super Mario Power-Up Shapes. Available in the blue box or Easy Mac cup formats, the line features Fire Flower, Super Star, and Super Mushroom shapes.
Hostess, a J.M. Smucker Co brand, has launched a Mystery Flavored Twinkie in collaboration with content creator Taylor Calmus, AKA Dude Dad. The company said that the partnership with Dude Dad was meant to show the family fun aspect of the product. Available through October exclusively at Walmart.
Tim Horton’s teamed up with Ryan Reynolds to announce the arrival of the new Deadpool & Wolverine movie in Canada. The chain launched a video on Tim Horton’s TikTok, Instagram, Facebook and YouTube pages, featuring Deadpool relaxing with a Tims coffee after his movie's shoot wrapped. The company points out that the movie is VERY Canadian, with the Deadpool and Wolverine characters (as well as Ryan Reynolds and director Shawn Levy) being Canadian natives.
Mountain Dew has partnered with Lionsgate and Regal Cinemas to offer fans an immersive experience with 'The Mountain Dew Borderlands Motel,’ based off the new Borderlands movie (which itself is based off the video game). Guests will be able to engage with the fictional world of the movie and have the chance to win a replica of the Claptrap Robot. Coming in August.
So What? Almost one hundred years ago, food companies began experimenting with branding partnerships. Cereal companies were the first. Wheaties offered Hike-o-Meters (an early pedometer) and secret whistle rings as in-box premiums for the extremely popular radio show Jack Armstrong “All-American Boy.” This was followed by Ovaltine partnering with the Little Orphan Annie radio show to offer the now famous (via A Christmas Story) Decoder Ring.
What’s strange is that the equity partnership hasn’t changed much in the last century. From radio to TV to films, the arrangement has consistently been about borrowing IP and routing it into the world of food and beverage. Definitely powerful in increasing awareness, but static and kind of tired.
Tired because this model has failed to catch up with how people interaction with content today. In the past, you listened to Little Orphan Annie or watched a movie and then you got some merch—very mono-directional and passive. The consumer never had a say in shaping either of the equities, they were just buying into the collaboration.
Today that’s changing, but CPG companies aren’t evolving. Today’s popular equities aren’t static anymore, they are consumer-directed and dynamic—think video games and social media content. Unlike media from the last century, modern content is increasingly constructed collaboratively with the user. That means that the consumer sees the equity not as something established and solid, but something mutable that they have the power to alter. This shift is already having an impact on marketing, starting in an industry struggling to survive--movies.
If you haven’t heard of Skibidi Toilet (oh, you sweet summer child) now is your chance to turn back. For sake of brevity, it is a universe of media (mostly videos) about warring gangs of robotic toilets with human heads (yes, you just read those words). While as ridiculous as it sounds, it is wildly popular with Gen Alpha (to the tune of billions of views). Just last week, Michael Bay (of Transformers fame) was announced to be in talks to direct a movie version.
We’ve arrived at this potential future of a major film about robotic humanoid toilets out of desperation. The movie industry itself is in the metaphorical toilet and needs to tap into the popularity of online content to survive. What’s interesting, and potentially enlightening, for the food industry is HOW the struggling film industry is going to do it.
Skibidi Toilet will make the leap into new channels (merch, games, movies, etc.) via an independent studio called Invisible Narratives (helmed by Adam Goodman, former Paramount Pictures president). Unlike traditional companies, Invisible Narratives will allow (and even encourage) other YouTube creators to use the Skibidi Toilet IP in their video and game making:
"That's one of the things that is really different than anything that we've worked with before," said Adam Goodman to Variety. "Typically, we issue takedowns; we're ready to make sure that nobody is messing with something we want to control. In this case, we've taken a very different approach to this. We want creators to play with our IP. We want to make sure that people are doing things, obviously within reason, so long as it kind of follows a certain guideline for us."
If food and beverage companies want to continue to grow, they must embrace more digital equities. However, they can’t continue to use traditional, passive partnership models if they want to get the most from modern, dynamic content. Slapping a photo of YouTube or Roblox material onto a box isn’t in keeping with the nature of today’s interactive media. When the content itself was collaboratively created, food companies must also allow for consumer interaction.
To feel truly meaningful, this interaction will need to poke at the very heart food industry IP. All of which will undoubtedly make big CPG and fast-food companies extremely nervous. However, companies need to get comfortable with giving more control over their IP to consumers or risk losing relevance.
GUT REACTION
TIDBITS
The Existential Dread of Grocery Shopping
McD’s, Starbucks and Chili’s inflation value strategies seem to be working
This Trader Joe’s seasoning is now illegal in South Korea
Munich gets its first alcohol-free beer garden
Darden (Olive Garden’s parent company) buys Mexican chain Chuy’s for $600 million
Chef Robotics exits stealth, large-scale food manufacturing AI robotics (current clients: Amy’s Kitchen and SunBasket)
Why people are obsessed with a particular pizza box
How hot is it on airplanes? Soda cans are exploding
Bill Gates backed startup makes butter without cows
Check your bananas—Ecuadorian police find 6 tons of cocaine in shipment
America’s favorite ice cream flavors (via Instacart)
UK-based Meatly gets approval to sell lab-grown meat for pets
You don’t need to wait to go swimming after eating
How do you eat this Turkish ice cream? With a knife and fork.
Move over Linkedin? Overlap might be the new professional networking service
Boneless wings can have bones, according to Ohio Supreme Court
What exactly is American Wagyu, the beef everyone is talking about?
Is banana ketchup the next hot condiment?
Kroger and Albertsons merger is paused by Colorado court
Speaking of Colorado, an ultra-rare lobster was saved from a tank at a Red Lobster there last week
CrowdStrike, the company that caused an estimated $5.4 billion in damages, is offering companies $10 Uber Eats gift cards as an apology
Meati hit with lawsuit claiming that their products made with ‘mushroom roots’ is false advertisement
The nerdiest, most amazing scientific paper on filled pasta you’ll ever read
