Blue Diamond Retail Sales Sizzle With New Products

Almond
FACTS
Blue Diamond Retail Sales Sizzle with New Products
By Kathy Coatney
What’s new from the Consumer Division at Blue Diamond?
There are a variety of new and exciting products and promotions
according to Sara Holtberg, Assistant Marketing Manager for the
Consumer Division at Blue Diamond.
Blue Diamond has been hard at work targeting consumers,
retailers, and distributors, Holtberg said, at the recent Young
Leader Program held at the Blue Diamond Salida Plant in June.
Our “Blueprint for Success” segments our product lines by
consumer benefit. This framework is where all marketing plans
originate, Holtberg explained There are two category ranges
that consumers fall into; those that rank taste as most important
and those that rank nutrition as most important. Men tend to
fall into the taste category; they typically use almonds for social
and entertainment purposes (like snacking while watching their
favorite sport with their friends). Blue Diamond BOLD snack nuts
specifically target this consumer, giving them exactly what they
want – a BOLD tasting snack. Conversely, women tend to fall into
the nutrition category; choosing almonds to boost their personal
health and wellness. This consumer will be more likely to choose
Oven Roasted Almonds, Nut*Thins, or Almond Breeze; all of
which are perceived as nutritious snacks.
Advertising Targets Variety
of Consumers
All Advertising is targeted
specifically to the consumer
associated with each product
line. For example, BOLD brand
Snack Nuts are being targeted
to male consumers while Whole
Natural almonds target nutritionminded
consumers.
Blue Diamond plans to continue to advertise in various print
publications, including magazines such as Prevention, Cooking
Light, Fitness, Men’s Health,
and Sports Illustrated. Also
continuing throughout the
year, television campaigns
featuring “The MORE than
a Snack” campaign (Whole
Natural & Oven Roast
Almonds) will be aired on
Oprah, Martha Stewart, Regis
and Kelly, and Entertainment Tonight.
“We have different commercials that may run in any of the
shows listed above,” Holtberg said.
In addition to the other traditional advertising mediums (print
and television), Blue Diamond has also started online advertising
on websites like eDiet and Health.com.
Entertainment and Sports marketing will also continue
throughout fiscal year 2010. “We’re really excited. We usually do
a variety of different consumer promotions throughout the year
to increase trial and awareness at the consumer level, as well as
drive sales in-store. Last year plans included a Superbowl and a
LPGA (Ladies Professional Golf Association) promotion” Holtberg
said. “There are numerous components to each of consumer
promotion,” Holtberg said. Promotions can include in-store
promotional displays, in-store shelf signage, in-store couponing,
Sunday newspaper coupons (FSIs), sampling events, internet ads
and coupons, and other such vehicles to create excitement.
Almond Butter Launch Is Big Success
Almond Butter was released this year. There are three
Readyspread and three Homestyle spreads in the product
line. The two different style spreads target two very different
consumer profiles. The Homestyle spread targets the natural
consumer who will look for almond butter with oil separation on
top. These consumers believe that nut butters with oil on top are
all natural, containing no preservatives or artificial ingredients,
and they will only buy it that way, Holtberg explained. The ready
spread consumer is the complete reverse. They want nut butters
with a stabilizer so that there is no oil on top, like a Skippy or Jiff.
All six Almond Butters come in crunchy, creamy, and
Almond Facts
Almond Facts
July -August 2009

honey flavor. Shipments of Almond Butter started in
May of 2009.
“We had an excellent reception from our
customers,” Holtberg said.
A big selling point for Blue Diamond Almond
Butter is that it is peanut-free. “We’re the only
national peanut-free almond butter brand out there,”
Holtberg said.
Sales Sizzle
Overall Blue Diamond retail sales are up 22 percent
verses last year.* To continue to drive sales and
category growth, Blue Diamond recently launched
two new flavors: Lightly Salted Almonds (Low
Sodium), and Garden Herb Almonds.
In industry news, gluten-free snacks are an up
and coming trend and Blue Diamond Nut*Thins are
meeting this demand. Sales are up 17 percent from
last year.* Nut*Thins are currently sold nationally,
Holtberg said, the most popular flavors are
Almond and Pecan. Other flavors include:
Hazelnut, Smokehouse®, Cheddar
Cheese, and Country Ranch.
Latest sales results show
the BOLD Snack Nut line
has grown significantly.
Sales are up 12 percent
this year versus last
year.* Wasabi & Soy Sauce
continues to be the number
one selling flavor in the line.
Habanero Barbeque, which started
shipping in June, is the newest flavor in
the ever growing BOLD line.
Likewise, Oven Roast Almond sales are up 118
percent over last year!* “Oven Roasted Almond sales growth
is due to new distribution gains” Holtberg stated. Currently the
number one selling flavor is Sea Salt. Other flavors include:
Cinnamon Brown Sugar, No Salt, and Vanilla
Bean. New to the Oven Roasted lineup is
Honey (started shipping in June).
Aseptic Almond Breeze (shelf stable)
sales are up 37 percent verses last year.*
Additionally, “Chilled Almond Breeze (only
introduced a year ago) has significantly
exceeded our expectations”, Holtberg said. The
product was designed to compete with soymilk
and ricemilk in the refrigerated section of the grocery store as a
milk alternative.
Sales for the Chilled Almond Breeze have been
amazing, Holtberg said. With such a positive
response, Chilled Almond Breeze will move to the
West Coast a year ahead of schedule!
“We’ve already begun selling Chilled Almond
Breeze in the West” Holtberg said, adding that it will
be going national this fall.
With all the exciting new products and
promotional plans, it’s no wonder why Blue
Diamond’s consumer division continues its double
digit growth!
*IRI, Total US FDMx, 52-weeks ending 05/17/09
Almond Facts July | August 2009 17