FMI was more fun than flavor - Food Marketing Institute

Shopper Report, The, June, 2003

Going to the FMI spring conference in Chicago this year was like being a kid turned loose in that candy store complete with ice cream cones. It was an opportunity for unlimited nibbling on the fat, sugar, and salt-laden food and drink we call "junk," rather than for grown-up appreciation of lobster and good wine. The biggest food flavor came from the Mission Foods booth. It took me two or three visits and samples to realize that the flavorful pulled pork and plantain sandwiches were actually prepared by a local caterer: It was the shells, not the fillings, that came from Mission foods. The shells were good too -- my point is that the big flavor came from outside of the supermarket grocery aisles.

Packaging innovation was more center-stage than I've ever seen it before at FMI, perhaps because the consumer product makers are increasingly aware of its importance to consumers. It wasn't a coincidence that Advertising Age magazine gave a full page to the increased selling power of packaging in the issue that overlapped the food show. I went gaga over the snack packages of Mini-Chips Ahoy that came with belt loops for hooking onto belts, pockets, or waistbands. These clever packages recognized the importance of on-the-go lifestyles, the teen market, and bicycles as a food venue. I was also intrigued by special baskets for perishables made to hook over the side of shopping carts. They offer a great way to carry eggs, pastry, and flowers on your way to checkout.

Refrigerated cups of fruit from Del Monte caught my eye, tasted great, and triggered almost immediate frustration. Touted as tastier than canned fruits, the cups did look inviting, but the grab-tab was too small for me to grasp. I went back to Del Monte for additional tastings and opening tries on the second and third days of the show to see if familiarity made a difference. On the third day, I was finally able to open the cup without help, but realized that good fruit wasn't enough to compensate for the effort required to open this convenience product.

A brightly colored "Margarita In A Bag" was eye catching and clever.

Fill, Freeze, and Squeeze.

Take it anywhere, make it anywhere!

With cocktails back in style, this portable fun looked totally in sync with today's lifestyles. It probably made the margaritas inside taste ever better. I've come to think that a right-on package helps whatever is inside taste better. What do you think?

Verbatim of the month:

"I would drive out of my way, past other competitors, for a smiling face at the deli. Everyone has basically the same product, but how it is delivered to me is very important. "Quality, Service, Cleanliness!"