Supermarket Perimeter - September 2020 - 19

DIPS, SAUCES, CHEESES and BEYOND

N

early half of consumers we surveyed
(46%) have purchased plant-based dips
and sauces. Another 42% have bought plantbased cheese alternatives.
Pleasant Prairie, Wis.-based Good
Foods, makers of plant-based dips and
other products, is constantly innovating
in the category, thanks to soaring growth
in demand, said Mandy Bottomlee, the
company's director of content marketing.
"Plant-based products are not only being
sought after by core vegan or vegetarian
consumers, but by shoppers aspiring to have
a healthier diet or following a flexitarian
lifestyle," Bottomlee said. "Personal beliefbased trends, along with the plant-based
positioning of being better for you and
better for the environment, as well as the
interest in animal welfare are all driving
demand."
Despite the plant-based category being a
smaller segment in conventional grocery and
mass compared to natural, Good Foods is
still seeing significant growth of over 400%
vs last year, Bottomlee said.
There's been an evolution of plant-based
foods, she added, in terms of how much
the market has improved the taste, texture
and variety. Additionally, the access and
influence of global diets is also shaping the
category - flavors like romesco, pesto, and
Good Foods' plant based tzatziki.
"Demand is also reflected in the sheer
number of new plant based products being
offered and the convergence of plant
based items sharing shelf
space with historically
animal-based products,"

Bottomlee said. "The demand has grown
so much that shoppers do not have to
seek a smaller dedicated section of the
store, because plant-based items are now
integrated into conventional sets.
Good Foods' dips not only taste good,
she said. They also have no added sugars,
preservatives or artificial ingredients and
are gluten and dairy free. Good Foods dips
are "produce forward," with cauliflower
as the first ingredient, which also lends to
the nutritional values that shoppers find
appealing, Bottomlee said.
Good Foods is supporting its plantbased dips at its retail partners' stores
with integrated marketing campaigns,
promotional activities, and increased
consumer engagement strategies.
The company's top selling item is its Plant
Based Queso, followed by Buffalo and
Tzatziki.
Good Foods is continuing to develop
new flavorful line extensions, while also
expanding to new size formats to support
different consumption needs, Bottomlee
added.
"We've extended our Queso and Buffalo
to larger sizes for club stores and are
launching single serve versions as well."
Delphos, Ohio-based Lakeview Farms
LLC is venturing further into plant-based
with its new line of dips.
Lakeview was already familiar with
plant-based with its refrigerated salsa and
hummus products, said Greg
Klein, the company's
chief marketing
officer. Its new

www.supermarketperimeter.com

Fresh Provisions line of plant-based savory
and sweet dips made its debut on June 1
and began hitting stores in the first half of
August.
"Within all of our categories - dips,
salsa, hummus, desserts - we feel there are
applications for plant-based, as acceptance
continues to grow," Klein said.
Dips sold in supermarket delis are the
company's first salvo. Lakeview's dips, which
come in 8-ounce containers, are made with
a combination of fava, white and garbanzo
beans, which differentiates them from
other plant-based dips that rely on nuts or
vegetables.
Another differentiator: Lakeside wanted
to make its products easily accessible,
so it chose familiar consumer favorites.
Fresh Provisions come in Classic Ranch,
Dill Pickle, French Onion, Chocolate and
Caramel.
"Other dips are kind of esoteric," Klein
said. "We wanted to go more mainstream."
Several retailers are already on board
to sell the new dips, and more are coming
online each week, Klein said.
A number of factors are propelling plantbased growth, Klein said.
"Non-dairy for sure is a big part of it.
There's also the sustainability factor or
the perceived sustainability factor. And
generationally, younger families and
individuals are more open to trying nontraditional and innovative products."
In the end, though, it still comes down to
taste, he said. Many of today's plant-based
products simply taste better than their
forerunners.

SEPTEMBER 2020 - 19


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Supermarket Perimeter - September 2020

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