Mixed bag

Dairy Field, Aug 2003 by Cook, Julie

Despite the relative flatness of the category, dip manufacturers don't seem to have cut back on their R&D efforts. Marzetti recently added a Light Ranch variety to its line of single-serve Veggie Dip, while Buffalo, N.Y.-based Upstate Farms introduced Nacho Jalapeno dip under its Bison brand. According to Mark Serling, director of marketing, the company is also working on developing a line of junior dip flavors.

Meanwhile, Old Home Foods rolled out Old Home's Pride Smoked Salmon Dip in an 8-ounce resealable container and Five-Layer Party Dip in a 16-ounce party size. Holdsworth says the products are part of Old Home's plan to focus on new tastes in order to offer some excitement that will revitalize the category. So far, he adds, both products have lived up to their expectations to do well, especially around the holidays.

Unique flavors and highly seasoned dips are experiencing strong growth, according to Laylin, but she stresses that nothing will ever overtake such mainstays as ranch or French onion. She believes the dip category is similar to salad dressings in that people prefer to have an array of choices. "Everybody has several varieties of salad dressing in the refrigerator," she says. "If one night you are having pasta, you want an Italian; another night you may want a blue cheese. People are eating dips more often and may not want to have the same one every night either."