New Product Launch Tostitos Artisan Recipe Chips from Frito Lay
We think artisan food products as good local food made from passionate "foodies" creating wonderful handmade food products... with their hands and not big food processing machines.
The article Artisanal Food Products Are Reflective of a Consumers Backlash to Big unveils Artisanal Food Trends are driven by the "big is bad" backlash to Chinese export, shrinking SKUs attempting to deal with the new struggling consumer (just look how ice cream gallons are no longer gallons!),distrust of big brands tinkering with ingredients and confusing product nutritional claims. Food Fairs, Farmers Markets and Urban Food Trends hosting artisan and local producers are also major drivers in CPG new product launches.
Julie Hall of Schneider Associates, who publishes the Most Memorable New Product Launches annual survey and contributes to our New Product Launch section, gave me some great insight into artisan food trends. We looked at the national brandsTostitos Artisan Recipe Chips,Dominos Artisan Pizza and Pepperidge Farm Stone Baked Artisan Rolls. A commonality here is they prominently display "artisan" in the brand name descriptor.
This article is an in-depth look into Frito Lay's new product launch of Tostitos Artisan Recipes. See what you can borrow from them in your future new product launches.
Launched : November 2010
Website: Frito Lay Our Snacks
Available in two distinctive flavors - Roasted Garlic & Black Bean and Fire-Roasted Chipotle, Tostitos Artisan Recipes are made with 100% natural ingredients, like real black beans, garlic and chipotle peppers that are added right into the chips, along with a unique blend of nine flavorful grains, to deliver an authentic and delicious taste experience you can see and taste.
Each flavor is made from high-quality whole-white corn and real ingredients like black beans, garlic and chipotle pepper that are baked in before cooking for a truly one-of-a-kind flavor. Each serving of Tostitos Artisan Recipes provides eight grams of whole grains. The recommended daily allowance of whole grains is 48 grams.
Created for small gatherings that wanted variety. Consumers wanted it
More flavors coming in beginning of 2012- Toasted South Western Spice and
Part of new "artisan" food trend
Roasted Garlic & Black Bean and Fire-Roasted Chipotle Artisan Recipes tortilla chips are available in 9 ¾ oz. bags for $3.99 each.
New Product Launch Strategy
Overall New Product Launch Plan
Word of mouth and sampled influential bloggers to stimulate their interest to blog
Facebook: Facebook page for Tostitos , 121,984 like this
Twitter: Follow Tostitos on Twitter + 780 Following, + 1000 Followers, + 400 Tweets
Sample tweets: "This recipe for chipotle harissa chicken goes great with Tostitos Artisan Recipes Fire-Roasted Chipotle - yum! http://ow.ly/7BQGB": "What's the one thing you always make when having a get-together? Is it a family recipe? A favorite dessert? Finger foods? Let us know!"; "Our Artisan Recipe chips are great by themselves or with a dip - but they also work great as a stuffing! http://ow.ly/7tkur"
Bloggers such as FoodProcessing.com, mummy's product review. The SheSpeaks Tostitos Blog initiated the conversation of the Perfect Party Program. They blogged asking consumers to use a supplied coupon to buy Tostitos Artisan Chips and then talk about it with other consumers in shespeaks.com community. Bloggers could also upload videos and photos and share favorite entertaining tips on the blog as well.
Based on ABC News - Marketers use artisan label to evoke more sales
There was a time when the word "artisan" meant something.
These days, the word - which used to mean hand-crafted - is showing up on just about anything edible. There's Domino's Artisan Pizza. And Tostitos Artisan Recipes chips. Starbucks has Artisan Breakfast Sandwiches. And just rolling out: Fannie May's FM Artisan chocolates at $50 for a box of 25 pieces.
Marketers know that consumers buy into this artisan imagery. More than 800 new food products have christened themselves artisan something-or-other in the past five years, reports researcher Datamonitor. While fewer than 80 new foods dubbed themselves artisan just four years ago, the number more than doubled to nearly 200 in 2010.
"The word artisan suggests that the product is less likely to be mass-produced," says Tom Vierhile, innovation insights director at Datamonitor. "It also suggests the product may be less processed and perhaps better tasting and maybe even be better for you."
For most marketers, laughs Russell Weiner, chief marketing officer at Domino's, calling something artisan is "an excuse to charge a lot of money." Which is why Domino's says it went the other way - sort of.
"We're artisan in quality, but not in price," Weiner insists.
Its new line of Artisan pizzas - each box signed by the employee who made the pizza - was rolled out at $7.99. But a closer look at these rectangular, premium pizzas shows they're really about the size of medium pizzas that, on special, sell for $5.99 each (when you order two.)
The box itself pokes fun at the artisan label. "We're not artisan," it says in big red letters on every box. "We don't wear black berets, cook with wood-fired ovens or apprentice with the masters in Italy."
Domino's is calling its new pizza artisan "with a wink and a smile," says Weiner. "We're not taking ourselves too seriously."
Others, however, are taking the artisan stuff very seriously:
…Chips. Sales of Tostito Artisan Recipes chips are so good that Frito-Lay is looking at expanding the line, says spokesman Chris Kuechenmeister. But not, he concedes, into Cheetos.
"Tostitos Invites Consumers to Rediscover the Tortilla Chip with New Tostitos® Artisan Recipes™"
Available in Two Flavors - Roasted Garlic & Black Bean and Fire-Roasted Chipotle - Tostitos Artisan Recipes Offers 100 Percent Natural Ingredients Baked Into Every Chip
Rate as #10 - Tostitos Artisan Recipes Roasted Garlic & Black Bean due to the attributes of 140 calories, 7g fat for 8 chips.
"While regular corn chips contain just one kind of grain, these have nine, including rye, barley, and millet. They're strong enough to stand on their own, but "they'd also be great with hummus or salsa," said a tester. ($4 for a 9.75-oz bag)."
The Impulsive Buy.com
Highlights from the Review - Poor Tostitos. They're like the pink Corvette of the Barbie world: oh, sure, little girls play with the Corvette all the time, but only when Barbie's having a Thelma & Louise-esque adventure with her best friend Teresa or Barbie, Trichelle, Chandra, and Zahara …
… while other Frito-Lay products like Doritos and Cheetos get flavor makeovers approximately once every six seconds, Tostitos remains stalwart in its commitment to be just a tortilla chip, a vessel for you to dunk into the ten different varieties of Tostitos-branded dips… However, Tostitos will be naked no more, thanks to their new line of Artisan Recipes…
The Artisan Recipes line only has two flavors for now: Fire-Roasted Chipotle and Roasted Garlic & Black Bean. I am assuming, depending on their level of success, that more flavors will be forthcoming.
I'll let Frito-Lay's press release do the explaining: "Tostitos Artisan Recipes offers tortilla chip fans an exciting new twist on this popular snack. Each flavor is made from high-quality whole-white corn and real ingredients like black beans, garlic and chipotle peppers that are baked in before cooking for a truly one-of-a-kind flavor."
Ohhh, I get it now! The twist here is that the flavors are baked in. Tostitos is crashing the flavor party with an innovative idea - flavorful chips without the messy fingers. Chips for grown-ups! Or, at least, chips for grown-ups who have enough dignity not to suck the inches of flavor dust off their fingers in public. I don't fall into that category, but I'll give these chips a try anyways.