Crackers are an unsung hero of holiday snacking and beyond. By themselves or as a critical and tasty utensil for other foods, this category is a staple for gatherings—especially around the holidays. As we look at how retailers can maximize opportunities all the way through the new year, Jim Anderko, Vice President of Sales and Marketing for legacy provider Venus Wafers, sits down to share his inside knowledge with me.
“Variety, textures, and packaging are key. Stock a variety of crackers and flatbreads options—Original Water crackers are versatile for pairing, while flavored options cater to snacking preferences. Carrying a range of textures, from crisp and flaky to hearty and robust, accommodate a variety of uses for dips, cheeses, and standalone snacks. Finally, packaging grabs attention. Holiday-specific packaging and assortment packs make a difference this time of year,” Jim advises.
Digging further into texture and pairing opportunities, we discuss cross-promotions with crackers and complementary products like cheeses, dips, cured meats, or wine to inspire purchase bundles. Seasonal trends, like holiday entertaining and the spotlight it shines on charcuterie broads, make for very popular options.
“Emphasizing crackers that align well with this use, such as artisanal and rustic-style options, help round out the display,” Jim says. “Venus highlighted items during the holidays are CaPeachio’s Assortment Pack, Mariner Stoned Wheat crackers, and Mariner Lavash flatbreads. All of these items accommodate a variety of charcuterie broads, along with dips, spreads, and standalone snacking.”
As we discuss overall trends at this reflective time of year, Jim tells me these have been the most popular during this holiday season for Venus Wafers.
CaPeachio’s Assortment is a variety pack with Original Water, Multigrain Wheat, and Butter crackers, while Mariner Lavash and Mini Flatbreads are popular for a variety of dips when not serving as a strong, flavorful vehicle for charcuterie.
“Venus Wafers is known for baking high-quality crackers and flatbreads that are non-GMO, vegan, organic, and Kosher-approved,” Jim concludes. “The versatility of CaPeachio’s and Mariner Crackers and Flatbreads are the perfect complement to all holiday snacks with various toppings.”
With big party opportunities following the holiday season still on the horizon, Deli Market News will continue to share the voices and insights of those in our industry.
