Single-serve is becoming a marketing opportunity of choice in more product categories—even wine and seafood. Campbell’s is doing it in wet soup and Kraft has adopted the strategy in cheese. Hershey’s is the latest to join the parade, according to International Supermarket News, by introducing single-serve packaging to its Kisses lineup under the Kissables subbrand.
In food products, one common denominator in this strategy is snacking. More food marketers are finding ways to increase usage occasions for their products by introducing packaging formats that allow portability and expand on the eat-anywhere concept. By increasing the usage occasions, brands that have reached saturation in their categories might be able to open up new opportunities for sales from their existing customers.
What opportunities for increasing product-usage occasions can you identify in your category?
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