Specialty Food marketers are hereby officially put on notice. With Amazon now almost completely smothering the online retail space, not to mention its rapid forray into grocery delivery, the recent news that they were expanding the variety of compulsion-encouraging Dash buttons on their website makes sense — it also opens up enormous marketing opportunites for small-label and specialty food producers who already sell or want to sell their product on the behemouth online retailer.
But before we discuss more of that, let's look at some of the food products that are now available with a push of a button.
Amoretti, makes gourmet food ingredients, like beverage syrups, pastry spreads, sauces, edible perfumes, food colors, ganache, icing, flours, pastes, swirls, cocktail mixers, and more. See everything the company offers on Amazon.com here.
Brooklyn Bean is a coffee roaster located in...yeah, well, Brooklyn. According to the website CoffeeIcon, the company was founded in 2010 and "has become a pioneer in introducing single serve coffee cups to market." The wesbite also states that Brooklyn Bean uses a "unique, tension-based" filtering technology. In addition to coffee, the company also makes cocoa with flavors like Peanut Butter Cup and Campfire. On Amazon, you can purchase its roasted beans, or Keurig K-Cup multi-count and variety packs.
Alright, if you're in the specialty food industry, you probably already know that Stacy's Chips is famous for its pita chips. If you haven't had some, pick up a bag and try them with some hummus - so good! When you purchase using a Dash button from Amazon, it arrives in the mail. Then, using the Amazon app and your WiFi signal, you can set the app to purchase any Stacy's Chips product that exists on the website, ranging from single bags to variety packs. The cost of the button is applied to your first purchase with the button ($4.99).
In the words of the late and much revered Randy "Macho Man" Savage, "Snap into a Slim Jim!!" Now that that's out of our system, we would like to report that Slim Jims are also available via an Amazon Dash button. You can snap into a pack of 120 Slim Jim Smoked Snack Sticks for around $20.
Enjoy Life Foods
According to its website, Enjoy Life Foods is a privately-owned company based in Schiller Park, Illinois. The company produces gluten-free, casein-free, and foods which are intended to be non-allergic. So, if you're constantly needing to restock the cupboards for your allergy-prone family member or roommate, this button could come in handy. On Amazon, it appears the company offers baked goods, mixes, and snacks, running the gamut from sweet to savory.
Hershey's Variety Pack
If you need an explanation for what this button does, may we just say, "Welcome to Earth!"? But seriously, with this button you can get a variety of Hershey's candy bars in full or mini sizes, even syrups. Dentist approved!
If you've never sunk your teeth into a supple, yet crisp Milano cookie, may we suggest you do so as soon as humanly possible? Try the Mint variety - out of this world. Get your Milano Dash button here and order a bag, or tub, here.
With a healthy social-media presence and millennial cadre in tow, Hubert's Lemonade seems to have come out of nowhere, but that's only probably because we've been living under a rock. The company has been around since 1935 - who knew? Wulp, looks like were going to have to find and try some so we don't end up looking like some old Gen-Xers. Notable flavors available via Dash are, Blackberry Lemonade, Strawberry, Cherry Lime, Half & Half (Lemonade and Green Tea), and Mango. Cases mostly come in packs of 12, with 16-ounce glass bottles, for around $40 direct from the company. Amazon pledges that purchases made through the Dash button includes free shipping for Prime members, which in this case (no pun intended) would be necessary, as shipping for a case of the tasty beverage hovers around $20 - that's some fancy lemonade.
Comprised of sustainable Fair Trade cane sugar, kola nuts from Africa, a special blend of spices from around the globe, and a hint of citrus, Caleb's Kola is determined to be the craft king of kosher kola. We'd try some. A pack of 8, 10 ounce bottles will run you about $11, as an Amazon Prime customer.
That's about as many examples as you probably need. There are more and you can see all the grocery buttons in their glory here.
The buttons themselves are getting a mix of reviews from journalists across the spectrum online, but as this Popular Science article explains, "you've been looking at Amazon Dash all wrong." And that's where the potential of the Dash buttons seems exciting to us.
Imagine a company spending its marketing dollars on giving away Dash buttons at a trade show instead of a bag, mousepad, hat, towel, pen, bottle opener, etc. Then, sending product samples would be as simple as pressing a button. To us, this seems like a huge opportunity.
We'd also like to encourage companies that already sell products on Amazon.com, to pitch and pressure (demand) the company on getting a button for their unique products as well - it's an attractive marketing tool. And although not possible this very second, it's safe to speculate that the buttons are not going anywhere and will most likely only proliferate in the future.
Just think, if you could get a button for your product by this time next year, your company could be the first to give away Dash buttons at Summer Fancy Food Show 2017. As the Popular Science article points out, "the next Dash buttons should be blank ones that you can program yourself." If that's the case, and they're just around the corner, why wait to think about it? Carpe diem.