Pudding in review

Dairy Field, Jul 2003 by Smith, Pamela Accetta

[black square] A look at category leaders, recent product introductions and marketing efforts.

Because pudding has not been traditionally branded as a waist-expanding food unlike some of its snack counterparts, consumers are turning to the treat as the snack of choice. With its nutritional values, pudding can be looked at as a healthy product that provides calcium and is low in fat - two winning attributes indeed, especially for the health-conscience consumer.

Although much of the industry's marketing efforts have traditionally been targeted at children, today's pudding category presents a wealth of mouth-watering and healthful options for kids and adults alike.

No longer are consumers only asking themselves, "chocolate or vanilla?" Now it's "Refrigerated or shelf-stable?" "Fat-free or regular?" "Single-serve, portable or family-size?" In addition, today's offerings include everything from traditional to exciting innovations such as Kozy Shack's Dulche de Leche Pudding, ConAgra's Squeez 'n Go Portable Pudding or Kraft's Jell-O Creme Savers(R) Pudding Snacks.

Kozy Shack Enterprises Inc., Hicksville, N.Y., has steadily brought new users to the category with its fresh, all-natural, wholesome brand.

Jennifer Geller, assistant product manager, says the "all-natural" aspect of Kozy Shack's product development separates the company from other pudding manufactures. "It does separate us from the large mainstream pudding manufacturers while bringing our consumers the highest-quality best-tasting products," she says. "Our pudding products are 'All Natural, All Delicious,' made with real milk and pure vanilla, a good source of calcium, gluten-free and certified kosher. Kozy Shack puddings meet the challenge of living up to the taste and quality expectations of our loyal consumers."

Pudding flavors include Original Rice, European Style Rice, Cinnamon Raisin Rice, Dulce de Leche, Real Chocolate, Natural Vanilla, Creamy Banana and Creme Caramel Flan.

Kozy Shack puddings are available in sizes ranging from a convenient 4-ounce single-serve to a 32-ounce family size. "Plus, you can select from several different packages including twin packs, six packs, individual tubs and multi-serve trays," says Geller.

Kozy Shack has introduced five new pudding products in the past 12 months: Signature Rice with Strawberry, Signature Rice with Peaches, Signature Rice with Apples, Cinnamon Raisin Rice and Dulce de Leche. Marketing efforts include radio and sampling programs. "Kozy Shack's newest flavors are Cinnamon Raisin Rice and Dulce de Leche, as well as our Signature line of rice pudding with fruit on the bottom," says Geller. "Dulce de Leche is a perfect marriage between America's favorite pudding and America's favorite new flavor. Our Signature line of rice pudding with real strawberries, peaches and apples are elegant desserts combining delicious rice pudding with real fruit."

According to Geller, the company's most popular flavors are Original Rice, Old Fashioned Tapioca and Real Chocolate.

Geller says in order to grow the pudding category manufacturers must continue innovate in both products and packaging.

Due to consumers' increased demand for on-the-go products, manufacturers have developed more convenient packaging. And innovation in package design has most definitely taken the pudding category to new heights.

Known for their clever, transportable design, Hershey's(TM) Portable Pudding tube packs, developed through a partnership between Hershey, Pa.-based Hershey's Food Corp. and Omaha, Neb.based ConAgra Foods, have adopted the "flexible-stick" packaging trend already utilized in the yogurt category.

ConAgra's other tube pudding product, Squeez 'n Go Portable Pudding marketed under the Hunt's brand, currently includes six flavors of individual pudding tubes. Again, convenience is the hallmark. Marketed to the on-the-go teenager and "tween" audience, Squeez 'n Go is promoted on a product-specific Web site and through several targeted promotions.

Kraft has debuted several new pudding products this year. Jell-O(R) Pudding Snacks introduced a new product under the X-Treme Jell-O(R) Pudding Snacks name. This variety pack contains four cups of cotton candy-flavored pudding and two cups of bubble gum-flavored pudding. XTreme Jell-O Pudding Snacks will be included in all Jell-O line promotions and trade events.

In addition, Jell-O(R) Instant Pudding & Pie Filling launched orange creme and strawberry creme flavors as seasonal products for Easter. "Increasingly our marketing efforts have been focused on showing our consumers the endless ways they can prepare and enjoy Jell-O Pudding, as evidenced by the many easy recipes featured in our advertising," says says Laura Szeliga, senior category business director, Jell-O(R), Kraft Foods, Rye Brook, N.Y.

Also, Kraft(R) Handi-Snacks(R) introduced new Doubles chocolate and vanilla pudding and Doubles Rocky Road, which are two-layer pudding cups. "We also introduced the first shelf-stable Rice pudding. It has been a big year for pudding at Kraft," says Szeliga. "Also of note, in June we launched a new line of Jell-O ready-to-eat snacks called Jell-O(R) Smoothie Snacks. Jell-O Smoothie Snacks are not pudding products, but rather a whole new concept," says Szeliga. "This innovative product offers health-conscious consumers a great-tasting treat they can feel good about enjoying as the products are made with real fruit and milk, contain 100 calories and are low in fat. Flavors include strawberry banana, mixed berry and peach mango."