Bilingual label design for Fisher nuts

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Created: 01/21/13
Last Edited: 03/02/14
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FLAVORFUL AND TRADITIONAL.

“A taste of home” is one way to describe what many Hispanic consumers are looking for when they make food purchasing decisions. Authentic flavors, fresh ingredients and foods that are reminiscent of home should be top of mind during research and development sessions. Traditional Hispanic flavors include tropical fruits such as guava, papaya and mango. Other popular flavors include coconut, watermelon, cucumber, mangosteen, açai berry, coffee, chocolate and hibiscus, to name just a few.

“One common misconception is that Hispanic foods have to be mouth-burning spicy,” Mr. Singleton said. “But the reality is that Hispanic foods are zesty and flavorful.”

To this end, food manufacturers and ingredient suppliers are creating products and flavors that recreate traditional Hispanic flavors. For instance, Cargill Flavor Systems created a Hispanic toolkit that features dry forms of cilantro, chilis, ancho and other flavors often associated with the Hispanic palate. The kit introduces Cargill’s customers to Hispanic flavors and serves as a starting point for product development.

Fisher Nuts, Elgin, IL, recently introduced its Sabor Y Tradición product line, which features five authentic flavors: Salsa Verde Crunchy Coated Peanuts, Habanero Limón Peanuts, Dulce de Leche Crunchy Coated Cashews, Crujiente Picante Snack Mix and Sazón Habanero Snack Mix. The company designed the line to appeal to both Hispanic and non-Hispanic consumers. “Hispanic Americans desire lively, spicy snacks in combinations that feature fresh flavors reminiscent of their heritage,” said Rob Sarlls, senior vice-president, consumer sales, strategy and business development, John B. Sanfilippo & Son, Inc., owner of the Fisher brand. “At the same time, Americans of any heritage love Latino food and will appreciate the new flavors as alternatives to more traditional, comparatively bland snacks.”

In addition to flavor and tradition, acculturated Hispanic consumers are looking for convenience. “As with most ethnicities, Hispanics who have recently immigrated to the United States make most of their favorite Mexican dishes from scratch,” said Bryce Ruiz, president and CEO, Ruiz Foods, Dinuba, CA. “Yet as these consumers become acculturated and embrace the American lifestyle, they look for foods from their heritage in convenient easy-to-eat forms. These foods remind them of their heritage but offer convenience, quality and value.” Ruiz Foods recently redesigned packaging for its Mexican food snack line. The new packaging is more freezer-friendly and offers the convenience of a resealable bag.

Finally, as with any product, packaging plays an essential role in capturing the consumer’s attention. “You have that moment of truth when the eye meets the shelf, and you have to make sure that your messaging is appropriate in language, hierarchy and color,” Mr. Singleton said. When it comes to reaching Hispanic consumers, bi­lingual packaging that offers a simple message is a must, he said.

Flavorful. Traditional. Convenient. Healthy. When thinking of Hispanic consumers, these four words must drive product development and marketing efforts. As this population continues to grow, so will its influence on food trends. “The Hispanic population is the fastest-growing demographic in the US,” Mr. Singleton reiterated. “If that doesn’t tell you where the future is going with your products, then you’re just not paying attention.”
  • Company:    
    Fisher Nuts   
     
    Project:  
    Packaging (and branding) for a line of five Latino-authentic nut flavors.   
     
    Purpose:  
    Introduce bold, new, Latino-authentic nut flavors/textures to appeal to U.S. Latinos.   
     
    Solution:  
    Create designs for varying levels of U.S. Latino acculturation, while also including a modern
    version with universal, mass market appeal. Packages are color coded according to respective 
    fruit flavors – in bold, bright hues signifying the product’s spicy twist. The “nut character” illustration promotes the product in an audience-neutral, light-hearted/joyous manner.   
     
    Outcome:  
    The product is currently distributed in specified U.S. Latino markets. The modern, universal-appeal package design was recommended due to its broad appeal to Latinos and Americans.
     

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