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Rollout Focus June 2024: It's Grilling Season

June 21, 2024
Gen Z and Millennials are rewriting the grilling playbook, embracing experimentation with proteins, condiments, marinades and spices.

With summertime grilling in full swing, brands have gotten busy with efforts to not only satisfy consumer appetites but also spark culinary creativity and community. Despite the economic challenges of the past year, the allure of grilling remains undiminished, with many embracing it as a cherished way to savor the outdoors, according to the Acosta Group Grilling Shopper Insights Report.

The report states that Gen Z and Millennials are rewriting the grilling playbook, embracing experimentation with proteins, condiments, marinades and spices. This presents an opportunity for brands and retailers to curate and share innovative recipes via social media platforms, fostering brand engagement and loyalty among this adventurous demographic.

These younger grillers are also embracing plant-based alternatives. This is a prime opportunity for plant-based brands to engage and target this audience through digital and retail media, offering innovative solutions that cater to evolving dietary preferences. They are also interested in grilling fruits and vegetables, with half of grillers incorporating produce into their culinary creations.

Traditional grilling meats, in particular hamburgers and hot dogs, remain a perennial favorite. The report says that the landscape is ripe for brands and retailers to offer enticing deals and promotions. Bundling complementary items like buns and condiments not only enhances the consumer experience but also drives sales.

What are those complementary items? A new survey by US Foods describes the perfect hot dog as being grilled, on a white bun, and topped with mustard, ketchup, onions, relish and chili. The most popular sides are French fries, potato salad, potato chips, baked beans and macaroni & cheese.

Serious Grilling Flavors

Grilling Ideas, Recipes, and Tips | Grill Mates (

McCormick Grill Mates is debuting Max The Meat Guy Seasoning Blends. Max Greb, aka Max The Meat Guy, is a content creator who shares his passion for cooking meats by offering tips and recipes to his more than 13 million fans across social media. The seasonings are designed to be a one-stop-shop for the serious griller. They come in All Purpose (a coarse blend of salt, black pepper and garlic), Xtra Coarse (a blend of salt, black pepper, garlic, onion and aromatic spices like mustard seed, coriander and dill seed) and Chimichurri (a blend of Sichuan pepper, oregano and crushed red pepper). They have a suggested retail price of $5.99.

All-in-One Dog

With the cheese dog category currently outpacing the traditional hot dog category in dollar growth, according to Circana data, Kraft Heinz Co. saw this as an opportunity to expand its iconic Oscar Mayer wiener offerings with new Oscar Mayer Stuffed Dogs. They come in cheese, jalapeño cheddar and chili cheese flavors, with the latter two a first for a national hot dog brand. The fully cooked, grill-ready dogs are sold in packs of eight for about $4.99.

New Pepsi Is Just for the Grill

The combination of meats, kebabs, smoke and flame alongside the delightful fizz of cold cola are staples of the summer barbecue. For summer 2024, PepsiCo teamed up with chef Bobby Flay to show Americans that grilling is #BetterWithPepsi. With the campaign comes two limited-edition Pepsi flavors--peach and lime--in12-oz. cans and 20-oz. bottles.

Rollout! New Food Products June 2024


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