Growth and new frontiers look to be on the horizon for Utz Brands, which has just appointed a new Senior Vice President of Innovation and Value Creation. Shannan Redcay has been named to the executive role, where she and her team will seek inspiration from other categories as the company said it is looking to enter new areas of snacking and gain product diversity.
“Working to understand where consumers are at is a big part of what we do, especially now,” Redcay commented. “One of the current day challenges we face is the drastic shift in consumer behaviors. People went out of ‘exploratory mode’ and instead sought sources and brands of comfort in the early part of 2020, so we need to not just mine customer data and monitor trends but also make some predictions to a certain extent.”
The team Redcay oversees to tackle such challenges is one of professionals responsible for product innovation, quality assurance, and product and packaging development.
Among her team’s primary responsibilities is facilitating communication to ensure that new product and packaging ideas are customized for where and when consumers are snacking. Redcay herself is charged with advancing the brand’s innovation initiatives, including Utz’s entry into new potential categories, forms, and formats, ultimately working to capitalize on emerging trends.
“I expect great things to come from Shannan’s expertise which is in bringing the highest quality products to market and developing new product and packaging ideas that are in lock-step with the needs of our consumers, both new and existing,” said Dylan Lissette, Chief Executive Officer. “Shannan and her team have demonstrated that the most effective way to solidify an emotional and lasting connection with our consumers is to give them something they haven’t even thought to ask for—and that comes from understanding what is most relevant to them.”
We look forward to what this move will bring to Utz’s portfolio and market footprint.