- Kellogg's Kashi has teamed up with a group of Generation Z influencers, called the Kashi Crew, to reimagine snacks for that generation. In their second product release under the Kashi by Kids line, the Kashi Crew created Organic Super Food Bites, which are filled, soft baked snacks, according to Baking Business.
- The bites come in chocolate and mixed berry and each individual packet contains 10 grams of whole grains and 3 grams of fiber. Made with plant-based ingredients, the exterior is baked with whole wheat flour, coconut flour, chickpea flour and sweet potato, while the fillings are either made with fair trade cocoa or a strawberry, açai, blueberry and blackberry mixture.
- These new snacks are sold in 5.6 ounce boxes that contain five individually wrapped pouches for on-the-go consumption. Boxes have a suggested retail price of $4.49.
Americans continue to have a healthy appetite for snacks, and that includes the emerging Gen Z demographic. As of 2018, the snacking category reached sales of $89 billion annually and was growing at a 3% clip. CPG manufacturers had already begun to innovate internally or turn to acquisitions to help them catch up in a space increasingly dominated by more trendy and nimble startups. These continued efforts to stay abreast of trends have helped legacy companies tap into the taste of millennials, Generation X and baby boomers, but the newest generation remains more of a mystery.
Instead of trying to guess what 12 to 21-year-olds want from their food, Kellogg decided to hear the answer straight from the horse’s mouth and created the Kashi Crew. In the company's first-of-its-kind initiative, Kashi developed this product based on input from the influencers and their parents. Although the flavors and portability are likely indicative of the younger generation's preferences, there is a good chance that the ingredient choices are a combination of Gen Z's penchant for healthy choices as well as their parents' desire to feed their kids nutritious foods.
Overall, as a generation that is constantly on the move, Gen Z and their parents are looking for products that are convenient, but also healthful. As a result, they are often attracted to easy-to-prepare meals as well as snacks. At the same time, Packaged Facts reported that Gen Z young adults also want more organic and natural foods without additives. Kashi creatively combined these desires in their Organic Super Food Bites.
Interestingly, the flavor choices in these bite-size filled bars indicate that Gen Z still has a soft spot for indulgences even though they are health-focused. The chocolate in these Kashi bites represents a healthier indulgence, while the inclusion of açai in the fruit fillings demonstrates their interest in ethnic flavors. Both underscore the fact that although this new generation enjoys classic snack foods, they are keen on brands that follow the top trends, like health, convenience and unique global flavors.
With Gen Z accounting for between $29 billion and $143 billion in direct spending, according to Forbes, it would be in the interest of CPG companies to pay attention to the information that Kashi gleaned from their new group. The combination of health with on-the-go indulgent snacks is indicative of a trend that is only just beginning. Nielsen reports the generation comprises 26% of the U.S. population. As these young Americans are only just beginning to come into their purchasing power, manufacturers wanting a slice of this action should be looking to introduce more products to accommodate this growing and influential demographic.