Value: Private labels or store brands have improved their delivery of quality and sensory attributes. This leads to an expectation that national icon brands must provide even higher levels of innovation and delivery to justify price differences. Value for portion size is found in either larger-sized meals or individual portions.
Kraft Lunchables has consistently provided a high level of innovation from its initial offerings to the groupings of food products inside to kid interaction. And now it extends to Mom. So we can check-off that these wraps provide value.
Taste: Flavorful menu items and ethnic flavors have been the strongest drivers of sales in convenience foods. But the majority of consumers want all-American foods that are comforting and familiar.
When launching a new brand that is intended to appeal to all women between 25 and 55, the key is to make it more enjoyable. The data tell us that adding cheese (as found in the Turkey & Bacon Club Wrap) is like using chocolate in a dessert: The result is going to taste better. Bacon adds a familiar warm flavor. These two ingredients in the wrap assure consumers the food will taste good.
Healthfulness: To provide health, convenience foods reduce fat, calories and in some cases the number of ingredients. There has not been a strong orientation on providing healthfulness via the addition of ingredients. However, an ingredient like turkey in these wraps shouts healthfulness.
South Beach Diet Wraps are available in four varieties: Grilled Chicken Caesar, Deli Ham and Turkey, Southwestern Chicken and our selection, Turkey & Bacon Club. Total weight is 7 oz.; prices are $3.49 to 3.99.
Our consumers were excited by the prospect of getting everything needed for the South Beach Diet in one place, finding it in a local grocery, with several choices for on-the-go lunching at only 250 calories.
The package is a bright turquoise and white with a photo of the wraps and Jell-O. The package includes optional heating directions to warm the sandwich. It was clearly pointed out there were 250 calories and 25 g of protein. When you lift the lid, there are messages about snacking and other ways to feel satisfied until the next meal.
Inside, it uses standard Lunchables-type packaging to ensure the individual components do not dry out or intermingle. The positive numbers of 250 calories, 25 g of protein and 15 g of fiber go a long way toward offsetting the 64 percent RDA of sodium and 12 g of fat (it's the "right fat").
Consumers can get all the fiber they need with this product alone. One of our consumer-tasters called this impressive. This same consumer, however, felt getting 64 percent of her sodium RDA at lunch was very disturbing. Talk about trade-offs!
The wrap can be warm or cool depending on consumer desires. There were six food items plus a spoon. The meat was eight slices of turkey, a blend of shredded low fat mozzarella and cheddar cheese, bits of real bacon, two whole wheat tortillas and a squeeze package of light mayonnaise. There also is a single-serve portion of sugar-free strawberry Jell-O.
There is no way to close the packaging, so the assumption is that this will be all eaten in one use. That's a good assumption for those with at least average appetites. Those with smaller appetites are left with opened pouches.
Our consumers had mixed reactions. Some found delights. The whole grain of the tortilla made this product less guilt-filled and connotes health. The wrap was tasty and not bitter. It had resistance and therefore texture. The bacon brought in real flavor – without this component, we are afraid it might have been another ersatz low-calorie meal. No one thought the cheese was "real" – it neither tasted nor felt real. Plus, it was bland and lacked texture. The mayo gave some moistness, which helped out the flavorless cheese.
If you're keeping score, the bacon and wrap give flavor, the mayo gives ooze and the turkey and fiber give it healthfulness. For some tasters, the strawberry Jell-O was the best part of the meal. For others, the benefits of the portion control made this an acceptable alternative to frozen diet meals.
Does the product deliver on the promise?
This brand is about a healthy way of eating … eating the right carbs and right fats to help you watch your weight. Kraft has added its brands to lend the product some familiarity and trustworthiness.
The package is easy to carry to work or wherever and provides portion control and therefore calorie control. However, since taste is still considered king for all consumers, this one leaves some questions. Some will find it OK, others will feel it's another product that does not deliver on the promise. Not fulfilling, too much sodium.
Kraft had to make a lot of trade-offs to get to this product and the bigger line concept. Couldn't we get some of those tasty shaved meats that have more taste, rather than the watery deli meat we had? Figure out how to transfer the good execution of the tortilla into a flavorful low-fat cheese. After all, Kraft is cheese. This component should delight; instead, it disappointed. Clearly, everyone loved the bacon.
It doesn't appear that South Beach worries about sodium, which comes from many components in this wrap meal. But the government and its Dietary Guidelines do, so shouldn't we?
Rating: South Beach Diet Wraps -Turkey & Bacon Club do not deliver on the promise to those who need it the most.
Market Potential: OK. Kraft has figured out how to bring adults into Lunchables. The company has created a whole series of South Beach options, and this product is only one.
But the Diet Wraps need more flavor before consumers will be willing to bite. As an industry, we cannot talk about health and nutrition and deliver 64 percent of the RDA for sodium in a lunch meal with 250 calories – it just doesn't add up.
Hollis Ashman (firstname.lastname@example.org) is chief strategist and Jacqueline Beckley (email@example.com) is president of the Understanding and Insight Group, a strategy, business and product development firm. See www.theuandigroup.com.
|Nutritional value of food||223||35%|
|Tastiness; it has to taste good to be worth the effort||379||59%|
|I am busy. It needs to be something I can eat on the go||42||7%|
|Nutritional value of food||163||25%|
|Tastiness; it has to taste good to be worth the effort||284||44%|
|I am busy. It needs to be something I can eat on the go||197||31%|