Supermarket Perimeter - November 2021 - 35

cheddar and Monterey jack cheese, roasted red peppers, green bell
peppers and spices
* Beef Taco Dip - chopped beef, cream cheese, sour cream, cheddar
cheese, jalapenos, tomatoes and spices
* Chicken Enchilada Verde Dip - diced chicken, Neufchatel cheese,
sour cream, tomatillos, cheddar and Monterey jack cheeses,
jalapenos, green chiles, and spices
the package leaving no room for leftovers. " The company has also seen
a growing trend in larger pack formats, which provide more value to the
consumer. In 2020, Wholly Guacamole transitioned its packaging from
trays to bowls to better align with consumer trends. The bowls, Manak
said, provide consumers a better eating experience as the perfect
format for hosting gatherings along with a lid for those who need to
save some for later.
Between produce and deli - the two fresh perimeter departments
where Wholly Guacamole products are primarily found (some are
also in dairy or Mexican specialty areas) - the deli is actually bigger in
terms of overall category sales, as consumers are willing to pay a higher
premium for guacamole, Manak said.
The deli target audience is more those focused on dips for
gatherings, whereas the produce audience for Wholly Guacamole
gravitates more to health, he added.
Avocados can be tricky to peel and prepare (and, before that, to figure
out when they're ripe), and Wholly prides itself on taking those potential
hurdles out of the way for consumers, Manak said.
" We offer prepared and packaged options for guacamole and
avocado lovers who want convenient, ripe avocado at the ready. We've
pioneered the use of high-pressure processing (HPP) in the guacamole
and avocado space because it allows us to provide convenience
without compromising taste or adding preservatives. "
Wholly Guacamole celebrated National Guacamole Day Sept. 16 by
A guac for every occasion
Having different sized options for every occasion allows Wholly
Guacamole, a brand owned by Saginaw, Texas-based MegaMex Foods,
to be a part of people's everyday activities, said Damon Manak, Wholly
Guacamole brand manager.
" Whether it's a 15-ounce bowl for a gathering, 7.5-ounce for a family
taco night or a 2-ounce mini to add to your salad at lunch or to an afterschool
snack, we have options for every occasion, " Manak said.
Wholly Guacamole's flavor and format offerings also give consumers
a variety of ways to enjoy the company's products, he added.
From ready-to-go Classic and Spicy guacamoles and layered dips to
its 100% Hass Avocado diced and smashed avocado, consumers can
decide if they want to dip a chip and start enjoying or create their own
personalized dips or spreads with an avocado that's ripe and ready to
use when they need it.
" Consumers can side-step the daily pain points that come with fresh
fruit without compromising taste, quality or added preservatives, "
Manak said. " Our new innovations are 100% avocado, including our
diced products and smashed minis, and expand our offerings from the
dip category to a new segment, the avocado lover. "
Usage occasions and frequency differ, so offering a single ingredient
product in various portions and textures allows for new opportunity
and segments, he added.
The evolution of the Wholly Guacamole has been in the direction of
more convenient options for on-the-go and individual snacking. The
company's Wholly Guacamole Minis are a prime example.
" We understand that consumers need snack options that are viable, "
Manak said. " Minis can be included in a lunch box or eaten right out of
launching a limited time " Don't Hit Guac Bottom " subscription box,
which was designed to equip guacamole fans and enthusiasts in the
United States with ample supply for six months.
Each month, the " Don't Hit Guac Bottom " box features a combination
of different flavor varieties within the company's portfolio along with
unique recipe cards.
" The campaign gives fans a way to not only engage in the annual
food holiday, but also be prepared for upcoming key-avocado moments
such as Better Breakfast Month, tailgating season, holiday entertaining,
New Year New You and the big game, without worry, " Manak said.
Fans were also given the chance to win one of five free boxes
through a partnership with avocado lover and mom extraordinaire,
Danielle Lucia Schaffer of City Girl Gone Mom.
Staying on trend
Rhome, Texas-based Fresh
Innovations LLC, owner of the Yo
Quiero! brand, has changed its
mix over the years to keep on top
of trends and provide consumers
what they crave, said Jay Alley,
owner and vice president of sales.
In 2021, Yo Quiero! capitalized on the
popularity of avocado toast with its new allnatural,
100% Hass avocado mash.
" So far, it is doing very well in stores, " Alley said. " And we're getting
rave reviews. Consumers love the 2-ounce mini cups, which are perfect
for toast, sandwiches and salads. "
Given the continued soaring demand for avocados, look for other
new avo-based products in the near future, Alley added.
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NOVEMBER 2021 - 35
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Supermarket Perimeter - November 2021

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