Sarah Klose
Seven ways to sell more grab-and-go items.
In the 1960s, Royal launched Shake-A Pudd’n. You’d simply pour water and powder into a cup and put on the lid. Then, as the commercial jingle goes, you would “Shake it at the park, shake it at the pool, shake it for dessert, shake it at the school.” Voila! Ready-to-eat pudding in chocolate, vanilla, butterscotch or banana.
The Shake-A Pudd’n tagline was, “What a crazy way to make a snack!” But talk about convenience: four pouches, four cups, four lids and four spoons in one box. Other snack items from that era were just as easy: Lipton Onion Dip Mix, Funyuns, Astronaut Ice Cream — and Pop-Tarts, still found on grocery store shelves.
Today’s grab-and-go products are quick, convenient and innovative. A pack of high-protein pistachios. A delicious lunch of goat cheese crumbled on a strawberry salad. Or something lighter: Cheese. Pickles. Salami. For charcuterie boards created at home or sandwiches prepared at the deli. Or something heartier: Macaroni and cheese for two friends. Turkey Meatloaf for a family dinner. Mashed potato sides for a barbecue.
Whether grab-and-go is consumed as a snack, or breakfast, lunch or dinner, grocery store delis can boost sales if they follow seven key principles.
1. FOLLOW THE TRENDS
To meet consumer needs, retailers should stock multiple categories of grab-and-go snacks, sides and meals. Such as Reser’s deli salads, including a 3.5-ounce single-serve (i.e. potato salad) that pairs with a sandwich in a clamshell.
“These small Reser’s salads also serve as a type of sampling opportunity, giving consumers a way to try a salad before committing to a full-sized container,” says Anne Nelson, senior manager, deli brand and strategy at Reser’s Fine Foods in Beaverton, OR. The company’s entrees and sides range from Baked Ziti Bolognese to Creamed Corn.
“We are seeing the offerings expand across meal size and type — such as complete meals from single-serve to family size, and proteins as one piece of a consumer’s meal,” says Lauren Sella, chief marketing officer at Mama’s Creations in East Rutherford, NJ. “Clean ingredients and high protein are trending up.Chicken is trending strongly for the protein.”
Mama’s Creations makes clean components and meals, such as Japanese Teriyaki Chicken Wraps and Grilled Chicken Breasts with Orzo. Its MamaMancini’s brand features Old-World Italian recipes handed down by co-founder Dan Mancini’s grandmother, like seven-ingredient meatballs in slow-cooked sauce.
Consumers demand healthy, nutritious grab-and-go items that are also premium and gourmet.
“Ethnic flavors are on trend, as shoppers expand their taste palates,” says Paul Nazario, director of sales and retail accounts for Kettle Cuisine in Lynn, MA. “Asian, Cuban, Indian are all hot regional flavors.
Plant-based is also a big focus as consumers make healthier choices.”
Kettle Cuisine offers clean artisanal soups, sauces, broths and entrees — everything from Balsamic Barbecue Pork Shank to Organic Split Pea and Kale Soup.
Grocery retailers are encouraged to offer a variety of portion sizes and flavors.
“People appreciate convenience, whether in the form of Sabra Singles or Snackers, or in the larger, family-size 17-ounce tubs that are perfect for parties, taking to a tailgate or for a family barbecue or picnic, either as a dip or for spreading on sandwiches,” says Dan Tirol, vice president of brand marketing for Sabra in White Plains, NY. The Classic, Roasted Red Pepper, Roasted Garlic and Roasted Pine Nut Hummus are its top sellers.
Grab-and-go items fulfill snackers’ needs. Mondelez’s 2023 State of Snacking reports 88% of consumers snack once a day. And 60% of global consumers prefer to eat many small meals, as opposed to a few large ones.
“As on-the-go snacks replace meals, health-conscious consumers want fresh, high-quality options that are both convenient and satisfying, allowing consumers to find what they need quickly, and get on with their day,” says Alex Coenen, president at LaClare Creamery in Malone, WI. Its artisanal cheeses are made from high-quality goat milk.
2. MERCHANDISE, MERCHANDISE, CROSS-MERCHANDISE
Delis can maintain a broad base of customers by merchandising grab-and-go in a dedicated section (deli shelves/refrigerated cases). Also, cross-merchandise it with fresh produce, bread and wine — and at the checkout counter.
“Positioning the most sought-after products as front-runners can help keep customers interested and excited,” says Coenen.
Retailers are advised to stock up on ready-made soups, salads, wraps and sandwiches. Attract the impulse buyer, change the menu, keep things fresh.
“The Dill Pickle Spears, Dill Pickle Chips and Pickle De Gallo SKUs are all ideal choices for snacking, leveling up sandwiches or serving on their own as a side,” says Eddie Andre, vice president of brand for Grillo’s Pickles in Needham, MA.
Product placement is important, whether for homemade or premade charcuterie boards.
“The more a consumer can find everything in one place, the easier for them. We work with several grocery stores where olives, cheese and prosciutto are put in refrigerated cases with dried fruits, almonds and crackers on top of the cases,” says Simone Bocchini, president of Fratelli Beretta in Mount Olive, NJ. In contrast, the premade boards are an impulse item that will sell best at the checkout counter with the cold beverages.
Packaging can be an important part of merchandising.
“We worked with grocers that converted from plastic containers to molded pulp. This helps give it a more sustainable look — and has a higher perceived value so they can get a higher price,” says Stephny Halstead, vice president of marketing and new product development at Sabert Packaging in Sayreville, NJ. “We are working right now with a couple of grocers to show a container with a paper base and a clear lid. It differentiates how their shelf looks, and attracts attention.” The lid also provides visibility, so consumers can see the product is fresh.
3. KEEP THE STAPLES, ADD THE UNIQUE
Consumers enjoy staples as well as unique grab-and-go items, so grocers should stock a variety. For example, crisp pickles from Grillo’s are free from preservatives and artificial additives, and align with gluten-free, vegan and keto diets.
“Grillo’s Pickles are ideal for those seeking simple ingredient lists. We like to expand our portfolio with innovative products like our Pickle de Gallo, Blazing Hot Pickle Chips and Pickled Dill Carrots,” says Andre.
Flavorful pasta salads made by Stonewall Kitchens (part of Reser’s) are popular. “Chili Crisp is really trending now, and it’s just one example of how we’re bringing popular flavors to life in this new salad line which also features Korean-style salads and fresh, bright international flavors,” says Nelson.
Cheese is popular for fresh, mess-free snacking. “Consumers love our Snacking Chèvre, featuring our award-winning Original Goat Cheese, crafted specifically for enjoying on-the-go,” says Coenen. The individually wrapped medallions come in a resealable 5-ounce bag.
Small, on-the-go sizes work well for individual consumers.
“We launched 10-ounce on-the-go cups. This allows people to take grandma-quality food in Chicken Cacciatore or Sausage, Peppers and Onions, and enjoy after heating for just 2 minutes,” says Sella of Mama’s Creations. Three of the five-cup size items are gluten-free.
Fratelli Beretta markets 2- and 3-ounce snacks. “We call them Italian Small Plates. People buy them on the go — there are different kinds, but they have meat and cheese, and then almonds or olives or crackers,” says Bocchini. “Lunchables are very good for kids, but adults will not buy them. They are looking for more refined items.”
4. FOCUS ON PRICE AND FLAVOR
Grab-and-go provides consumers with flavorful items at affordable prices and can replace restaurant take-out.
“Grab-and-go food is much higher quality and more gourmet now. It exceeds the days of the triangle-cut sandwich in a wedge container. That is the big game changer. It is usually bought at a savings from restaurant prices. And people are usually satisfied with the flavor as compared to 10 years ago,” says Halstead of Sabert.
Soup is a healthy, delicious, affordable option. “Traditional comforting varieties such as Chicken Noodle, Tomato and Broccoli Cheddar are the top products. Although consumers like exploring new flavors, they rely on the familiar classics they know and love as staples within their basket,” says Nazario of Kettle Cuisine.
Also consider that consumers enjoy grab-and-go items that can add new taste to recipes.
Grillo’s Pickles can top a pizza or be mixed into egg salad. Consumers can concoct a Pickletini drink from pickle brine. “We find that the refreshing flavor and crunch of our products enhance any dish or drink for an unexpected, yet refreshing, twist,” says Andre.
5. BENEFIT FROM BRILLIANT MARKETING
When companies employ innovative marketing, retailers can benefit from consumer brand recognition. Let’s look at three innovative grab-and-go examples: a name, a drawing and a mobile ad.
Fratelli Beretta sells “La Dolce Vita” (“the sweet life”) in 6- and 12-ounce premade boards. The catchy Italian phrase was popularized by a 1960 Frederico Fellini movie. The aperitivo and artisan charcuterie plates feature soppressata, salami and/or prosciutto. With cheese, olives, almonds and crackers, in addition to the meats, it is “La Dolce Vita,” indeed.
The jars for Grillo’s Pickles feature a drawing of a pickle wearing flip-flops and relaxing on a pool lounge chair. Once you see this, it’s easy to envision these “laid-back” pickles as the perfect snack for picnics and parties. The drawing makes you smile, and evokes chill vibes similar to Jimmy Buffet music.
For Wonderful Pistachios, it is moving cars. This summer, car wraps picturing pistachios and the company’s bright green color, covered Uber and Lyft preferred vehicles in high-traffic areas of six cities. It was on-the-go cars for on-the-go pistachios.
“The campaign will break through with large format bulletin creative and eye-catching mobile car wraps that feature our 2.5-ounce No Shells Roasted & Salted item,” says Diana Salsa, vice president of marketing for Wonderful Pistachios in Los Angeles, CA.
Breakthrough, indeed. The image stays with you, like the Shake-A Pudd’n song.
6. CUSTOMIZE THE PACKAGING
Packaging is being redesigned to meet customer needs. Think stable for travel, and resistant to food migration. Think small sizes, easy-open tops, resealing and microwaving.
Grillo’s Pickles has new screw-top lids to prevent spills, with innovative grips in the jar for secure handling. Fratelli Beretta’s 3-ounce snacks have peel-off tops, while the larger packages are resealable. Mama’s Creations is revamping its retail-ready meals, and moving into packaging that extends shelf life.
Sabert created packaging to keep fried chicken crisp for up to 40 minutes while on the go, among other innovations. “We have round and oval bowls — one has medium resistance to moisture, and one can handle microwaving. Meatloaf or chicken piccata or a side of mashed potatoes can be packed in them,” says Halstead.
Going forward, as pre-wrapped snacks and entrees continue their upward trajectory, the focus will be on switching to environmentally friendly packaging.
“A challenge will be balancing packaging and ingredient sourcing requirements, with an increased concern for less package waste and more transparent product manufacturing,” says Nelson of Reser’s.
“We are leaders in introducing washable labels to make our plastic tubs fully recyclable. Over the last five years, Sabra has worked to reduce plastic consumption within our supply chain via lightweight plastic packaging,” says Tirol.
Sabert uses plastic compartment boxes made of PVC (the highest recycled content). The company also uses Kraft paperboard, and is moving away from Styrofoam to alternative materials. Its green collection consists of all pulp containers, which can be microwaved, over-wrapped or lidded.
7. MEET THE CHALLENGES
One challenge with grab-and-go is temperature control. More refrigerated products are being added, and shoppers must eat them soon after purchase, or keep them cold for safety and freshness.
Grab-and-go is also tasked with fulfilling the needs of various demographic groups.
First, are parents, who are working more hours. The August 2024 Advisory from U.S. Surgeon General Dr. Vivek Murthy says 33% of parents reported high levels of stress in the past month, while 66% are consumed by worries about money.
“Grab-and-go has evolved to include more family-size options, as consumers are driven to find restaurant quality prepared foods for their entire family within a tight budget,” says Nazario of Kettle Cuisine.
Second, are the eat-to-live multitaskers. “They often don’t have time for cooking, so this group relies heavily on their on-the-go snacks to tide them over,” says Salsa of Wonderful Pistachios.
Third, are the younger shoppers who lack cooking confidence. “They would prefer to spend less time planning and preparing meals, and more time enjoying. As a result, the demand for in-home meals and snacks creates a profitable opportunity for retailers to provide convenient meal solutions,” says Nelson.
