Kraft is beginning to consult with companies to assist in with snack as-sortments selection and placement. “We have all the tools together to say to them, ‘Hey, guys, do you want us to come and give you advice on what products you should be selling, where you should be selling them and what time of day you should be selling them?’” he said. “We have merchandizing available that we

Snacks foods is a category that bridges across many varieties and choices from fruits and yogurts to

chips and nuts, but it also has a con-nection to everyday meal planning in military food service, albeit indirectly.

Marketing snacks to the military chal-lenges companies to identify an appropri-ate assortment of choices and maintain steady supplies. “I’ve walked into a lot of cafeterias where they’ve had nothing but baked cookies or nothing but chips,” said Malcolm McAlpine, senior business manager for Kraft Foods. “There is not the selection that the people want.”

McAlpine suggests five snack catego-ries that should be available to military food service customers, whether it is a dining hall, post exchange or c-store: chips, crackers, cookies, candy and nuts.

At 7 o’clock in the morning, he ob-served, even the “most seasoned Marine” is not going to want to eat salty chips.

McAlpine further suggests having the snack assortment in a highly vis-

ible location, not buried or hidden away. Snacks also need to be in an appropriate location. A morning mix of products should be located right by the breakfast station. A selection of healthy snacks should be placed by the salad bar. “For your lunchtime ‘indulgence’ snacks, put them by the cash register. Now you have the right product in the right place at the right time,” he continued.

to Snack Assortments

Selection is

KEY

SnackS Fill a niche inMilitary Food Service

Marines at Combat Outpost Reaper, Fallujah, Iraq, shop from the mobile

exchange truck for snacks and many other items they may need throughout

their deployment. (PHOTO/LANCE CPL. CINDY G. ALEJANDREZ)

U.S. Navy Culinary Specialist 3rd Class Brian Tapat, a baker assigned to 7th Fleet command ship USS Blue Ridge (LCC 19), prepares choco-late chip oatmeal cookies in the ship’s bake shop while under way in the Pacific Ocean.

(U.S. NAVY PHOTO/MASS COMMUNICATION SPECIALIST 3RD

CLASS DANIEL VIRAMONTES)

Government Food Service • May 201060

FOOD FOCUS: SNACkS

our patrons buy the national brands.”MCX just added the new “Trident

Layers” gum in strawberry-citrus and pineapple-green apple flavors to its everyday candy-and-gum planogram because they are the No. 1 and No. 2 gums in the country. Due to the success of the Trident Layers, Cadbury Adams is introducing a third flavor profile to the line, mint-melon, this fall. MCX also just shipped out the new “M&M’s Pretzel” with the anticipation it will do well.

Regarding salty snacks, MCX recently introduced Pringles’ new flavor profiles for their “Bold Bites” line: Buffalo Wing, Chipotle BBQ, Jalapeno Ranch and Zesty Parmesan. Also added to the assortment is Frito Lay’s new “Doritos Burn” chips in 1st and 2nd degree flavors, with a 3rd degree as an in-and-out promo.

The current assortment is based on MCX sales and outside-the-gate sales in conjunction with trends. The planogram department works closely with suppliers as well when determining the optimal assortment.

MCX does stock items that are considered healthier choices, and it is planning to develop a snack section spe-cifically called “Better for You.” This sec-tion will consist mostly of granola bars, fruit snacks and trail mix-type snacks.

“The snack category is ever-changing — anything from pack sizes and flavor profiles to new product innovations,” said the buyer. “Customers are always looking for new items to try, but they

All menu options in Marine Corps food service are developed using a combination of popular choices and nutritional value. Annual menu review boards are held at each base in order to evaluate new trends and update nutritional requirements. “These

review boards will evaluate the snack-type meal components that help round out a well balanced meal,” said Sanabria.

Rebecca Fries, Marine Corps Ex-changes (MCX) buyer for grocery and candy, said that Marines also find snack items in the main exchanges and Ma-rine Marts.

“We do not sell snacks in the food court areas,” she noted. “We do, however, have food ‘bars’ in some of our larger Marine Marts, and these food bars do sell snack items such as breakfast pastries, fruit cups, fresh fruit and cookies to complement the hot dogs, pizzas and El Monterey Tornados.”

Fries reported that major brands for snacks include Frito Lay, Lance and Sny-der’s for pretzels, chips and dips; Nabisco and Keebler for cookies and crackers; Little Debbie, Otis Spunkmeyer, Bon Ap-petit and Hostess for pastries and muffins; General Mills and Kellogg for granola and cereal bars; Del Monte for fruit cups; Jack Link’s, Thanasi, Oberto and ConAgra for jerky and meat snacks; and Hershey, Mars, Farley’s & Sath-ers, Nestle and Cadbury Adams for candy and gum.

“There are a few regional and ge-neric brands sold in the snack cat-egory, mostly within the breakfast pastry and fruit cup assortments,” she said. “For the most part, however,

supply. We even have a build-your-own-planogram tool on our Web site whereby you can go in and say, ‘I’m interested in a core-snack rack for lunchtime,’ and it will automatically populate a rack for you with a recommendation. And there will be competitive products on there.”

To access the planogram program, visit KraftFoodService.com, then proceed to Products and Brands, to Snacks and finally to SNAP, which is Kraft’s acronym for its whole category management ap-proach: See, Narrow, Arrange, Promote.

MarinesMilitary food service uses snack foods

more commonly to supplement meals and balance menu plans. “Traditionally, Marine Corps mess halls don’t provide food items to be consumed away from the mess hall between meal times,” noted Lt. Col. Carlos Sanabria, USMC, director of the Marine Corps food service program. “We do offer ‘snack-type’ items that are part of our balanced menu offerings, such as fruits, fruit cups, chips, pretzels, pastries and cookies, hot dogs, nuts, raisins, yogurts, granola bars and foun-tain beverages. Though not considered ‘between-meal snacks,’ these items are provided throughout the mess hall at designated serving areas.”

Regional influences prevent a clear determination of most vs. least popular items and brands, said Sanabria, who added, “There will also always be slight differences in popular choices from base to base.” He noted too that the civilian market always influences menu choices.

U.S. Sailors bake cookies for the mess decks aboard the aircraft carrier USS Nimitz (CVN 68) while under

way in the South China Sea. (U.S. NAVY PHOTO/MASS COMMUNICATION SPECIALIST 3RD CLASS

NICHELLE NOELLE WHITFIELD)

U.S. Marine Corps Lance Cpl. Ebony Cook, with Combat Logistics Company (CLC) 19, 1st Marine Logistics Group, stacks muffins for the dining hall

at Forward Operating Base Mudaysis, Iraq. (U.S. MARINE CORPS PHOTO/SGT. JASON W. FUDGE)

Government Food Service • May 201062

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Rastelli.qxd:Layout 1 9/5/08 12:11 PM Page 1

the type of snacks that they choose,” said Scheer, “we can hope that they will make the best choices for their long-term health and their current mission readiness.”

For those Coast Guard members at units that are fortunate enough to be collocated with an exchange, they are typically able to stop in during the day and get a wide variety of drinks and snack items, said Scheer. “It is also not uncommon for many offices or shops to operate a ‘coffee mess,’ where par-ticipants chip in to buy coffee to drink during the day.”

Scheer mentioned another source for snacks: snack machines. Many of these are concession-owned and oper-

ated, although those on the afloat units are typically owned by the unit. The snack mix in these machines is based on freshness, patron prefer-ences, and the best price and value for the Guardsmen.

arMyMost snacks on the Army’s Contin-

gency Operations (CONOPS) menu appear in the morning: yogurt, fresh fruits and assorted bagels, biscuits and pastries (e.g., danish, doughnuts, muf-fins, rolls). For lunch, the short order offers hot dogs, pizza and assorted potato chips, while fresh fruit is now available at the salad bar. Dinner snacks include ice cream and a variety of cookies (e.g., oatmeal raisin, peanut butter, sugar, chocolate chip and macadamia nut).

dividual taste, which adds to the need to a wide assortment. “The health conscious person may look for a snack low in fat, calorie and sugars. A snacker looking for a ‘pick me up’ may look for the candy bar. And younger Guardsmen seem to like beef jerky because of its protein,” said Gary Scheer, director, Morale, Well-Being and Recreation (MWR), Coast Guard Community Services Command, who also observed that “brands that have matured over time carry with them a popularity important to all customers, including our Guardsmen.”

Although the Coast Guard does not perform a central review of snack of-

ferings in its dining facilities or MWR programs, Scheer said, “We

encourage Guardsmen to tell us what they want so that we can do our best to provide it, and we rely on our trading partners, who have done extensive market research.”

A recent trend in the Coast Guard that mirrors the civilian market is toward healthier snacks, whether lower fat, lower sugar or lower calorie content, and energy drinks. “To the extent that we can educate our service members on the health-and-wellness effects of

generally stick with the ‘tried and true’ brands and products.

“For example, in the sunflower seed category, David’s Ranch Sunflower Seeds is our No. 1-selling seed. How-ever, we just added BIGS brand “Sizzling Bacon,” Ranch, Buffalo Wing and Dill Pickle varieties to our planograms. We predict David’s Ranch will maintain the No. 1 position, but the other flavors will offer the newness to the assortment for our customers looking to try some-thing different. We have seen spicy and bold flavors continue to grow as well throughout the entire snack category.”

Fries said the appeal of snack items comes from the simple fact that military customers are convenience-driven and looking for quick solutions to satisfy their busy lunch and snack breaks.

Coast GuardCoast Guard policy is similar. Snacks

are not provided through dining facilities between meals. “Some Coast Guard units do provide assorted fruits, coffee, tea, and assorted beverage drinks in between scheduled meal times,” said Chief War-rant Officer Jerry Bukowski, USCG, Coast Guard food service program manager.

Snack preferences are a matter of in-

U.S. Army Spc. Marc Bowinkleman, right, gives Spc. Pat Mola a bite of his Rice krispies bar during a short break on an early morning patrol near Combat Outpost Munoz, Paktika

province, Afghanistan. (U.S. ARMY PHOTO/STAFF SGT. ANDREW SMITH)

Petty Officer 3rd Class Errol Vanzie and Seaman Shannon C. Hester, from the USCGC Boutwell, prepare garlic bread, biscuits and cupcakes

for the following workday during the Boutwell’s eastern pacific patrol.

(U.S. COAST GUARD PHOTO/ERIk J. SWANSON)

Government Food Service • May 201064

FOOD FOCUS: SNACkS

the type of snacks that they choose,” said Scheer, “we can hope that they will make the best choices for their long-term health and their current mission readiness.”

For those Coast Guard members at units that are fortunate enough to be collocated with an exchange, they are typically able to stop in during the day and get a wide variety of drinks and snack items, said Scheer. “It is also not uncommon for many offices or shops to operate a ‘coffee mess,’ where par-ticipants chip in to buy coffee to drink during the day.”

Scheer mentioned another source for snacks: snack machines. Many of these are concession-owned and oper-

ated, although those on the afloat units are typically owned by the unit. The snack mix in these machines is based on freshness, patron prefer-ences, and the best price and value for the Guardsmen.

arMyMost snacks on the Army’s Contin-

gency Operations (CONOPS) menu appear in the morning: yogurt, fresh fruits and assorted bagels, biscuits and pastries (e.g., danish, doughnuts, muf-fins, rolls). For lunch, the short order offers hot dogs, pizza and assorted potato chips, while fresh fruit is now available at the salad bar. Dinner snacks include ice cream and a variety of cookies (e.g., oatmeal raisin, peanut butter, sugar, chocolate chip and macadamia nut).

dividual taste, which adds to the need to a wide assortment. “The health conscious person may look for a snack low in fat, calorie and sugars. A snacker looking for a ‘pick me up’ may look for the candy bar. And younger Guardsmen seem to like beef jerky because of its protein,” said Gary Scheer, director, Morale, Well-Being and Recreation (MWR), Coast Guard Community Services Command, who also observed that “brands that have matured over time carry with them a popularity important to all customers, including our Guardsmen.”

Although the Coast Guard does not perform a central review of snack of-

ferings in its dining facilities or MWR programs, Scheer said, “We

encourage Guardsmen to tell us what they want so that we can do our best to provide it, and we rely on our trading partners, who have done extensive market research.”

A recent trend in the Coast Guard that mirrors the civilian market is toward healthier snacks, whether lower fat, lower sugar or lower calorie content, and energy drinks. “To the extent that we can educate our service members on the health-and-wellness effects of

generally stick with the ‘tried and true’ brands and products.

“For example, in the sunflower seed category, David’s Ranch Sunflower Seeds is our No. 1-selling seed. How-ever, we just added BIGS brand “Sizzling Bacon,” Ranch, Buffalo Wing and Dill Pickle varieties to our planograms. We predict David’s Ranch will maintain the No. 1 position, but the other flavors will offer the newness to the assortment for our customers looking to try some-thing different. We have seen spicy and bold flavors continue to grow as well throughout the entire snack category.”

Fries said the appeal of snack items comes from the simple fact that military customers are convenience-driven and looking for quick solutions to satisfy their busy lunch and snack breaks.

Coast GuardCoast Guard policy is similar. Snacks

are not provided through dining facilities between meals. “Some Coast Guard units do provide assorted fruits, coffee, tea, and assorted beverage drinks in between scheduled meal times,” said Chief War-rant Officer Jerry Bukowski, USCG, Coast Guard food service program manager.

Snack preferences are a matter of in-

U.S. Army Spc. Marc Bowinkleman, right, gives Spc. Pat Mola a bite of his Rice krispies bar during a short break on an early morning patrol near Combat Outpost Munoz, Paktika

province, Afghanistan. (U.S. ARMY PHOTO/STAFF SGT. ANDREW SMITH)

Petty Officer 3rd Class Errol Vanzie and Seaman Shannon C. Hester, from the USCGC Boutwell, prepare garlic bread, biscuits and cupcakes

for the following workday during the Boutwell’s eastern pacific patrol.

(U.S. COAST GUARD PHOTO/ERIk J. SWANSON)

Government Food Service • May 201064

FOOD FOCUS: SNACkS

Ships have internal “advisory boards” that communicate shipboard preferences to the Supply Offi cer. From this feed-back, ships may request a specifi c snack item to be stocked in their stores. If the item is listed as an available item, the ship may order it and add it to its stock assortment. If it is not a readily available item, the ship can request it as a special order.

Based on market trends and manufac-turer changes in the convenience stock market, snack reviews are ongoing and product availability may be changed as necessary.

“Snack selections have been stable, with minor changes brought on by new brand introductions over the past several years. Energy drinks have been extremely strong in growth,” Vaughan said. “Cur-rently, there appear to be no standout snack categories that are anticipated to dramatically change the Ships’ Stores’ business model in the near future.”

tHe snaCK Giants

KRAFTKraft supplies virtually the whole

gamut of its snack products to the mili-tary, including its biggest sellers: the Planters, Oreos and Chips Ahoy brands. Other snack products include Ritz, Wheat Thins, Triskets and Fig Newtons.

“I’m actually launching in July a line of pita chips, which are very on-trend,” reported McAlpine “It’s an awe-some product, very good taste, good nutritional profi le. That item will be marketed generally to all food service, so we’re keeping the military in mind for that one as well.”

Snack assortments are selected ac-cording to the same process as other items. “Military buyers can choose them from a menu board, where we show them the products and they vote on whether to bring them in. Or you have the service men and women asking their superiors to ask the prime vendor to go source a specifi c item for them,” said Joseph Kruszewski, Kraft’s military sales manager.

dry fruits (raisins); dry nuts (e.g., salted peanuts, cashews, pistachios); dry seeds (sunfl ower, pumpkin); dry trail mixes (mixed chocolate and nuts, mixed nuts and fruit); fruit/pudding cups (e.g., peaches, chocolate, vanilla); ice cream (e.g., small assortment in warm climate locations); lunch kits, seafood (e.g., tuna, sardines, smoked oysters); meats (e.g., beef jerky, beef sticks, canned sandwich spreads, Vienna sausage); microwavable meals and items (e.g., spaghetti and meatballs, Beefaroni, macaroni and

cheese, popcorn, soup); noo-dle meals (e.g., Cup Noodles, bowl noodles); pastries (e.g., cupcakes, Twinkies, Zingers); ready-to-eat popcorn (Cracker Jacks, Crunch ‘n Munch); salty snacks (e.g., potato chips, Chee-tos, corn chips, pretzels); snack bars (e.g., granola bars, cereal bars, Nutri-Grain bars); drinks (e.g., lemonade, Frappuccino, Gatorade); energy drinks (small assortment); juices (apple, or-

ange, grapefruit); sodas (e.g., Coca-Cola, Pepsi-Cola, Cadbury products); and water.

The most popular of these are the chocolate candies, non-chocolate can-dies, meats, microwavable meals, noodle meals, salty snacks, snack bars, energy drinks, sodas and water, according to Charles Vaughan, director, Navy Ex-change Service Command (NEXCOM) Ships’ Stores Program.

“Sales and brand loyalty among the Ships’ Stores’ customers typically deter-mine what is stocked,” he said. “However, during long underway periods, product availability becomes the product-selec-tion factor. Healthier choices are part of a mandatory program for afl oat sailors and refl ect those items that have high acceptance with this age group.”

naVySnacks make a number of appear-

ances on the Navy Standard Core Menu (NSCM). Depending on the day, sailors can choose for breakfast oatmeal raisin muffi ns, low-fat yogurt, cherry coffee cake, banana bread or pecan rolls. Ev-ery breakfast meal offers a Grab-n-Go option, and the fruit bar is available at each daypart.

For lunch, sailors will fi nd chalupas, hot dogs, garlic cheese biscuits and as-sorted potato chips, as well as oatmeal

raisin, chocolate chip walnut and snick-erdoodle cookies. Other sweets include Rice Krispies Treats, brownies and an ice cream bar. Many of these are also available at dinner, in addition to pizza, cornbread and whole wheat rolls.

Sailors at sea can fi nd snacks at Ships’ Stores and vending machines. Among the multitude of options are chocolate candies (e.g., Snickers, Reese’s, Twix, M&M’s); non-chocolate candies (e.g., Skittles, Starburst, Payday, Jolly Rancher); chewing gums (small assortment); cook-ies (e.g., Oreo, Nutter Butter, Chips Ahoy, Fig Newtons); crackers (e.g., Cheez-It, Ritz, Saltine); dips (e.g., salsa, cheese, bean); dry corn kernels (Corn Nuts);

Offi cers and crewmembers aboard the Coast Guard Cutter Sherman in the Bering Sea make cookies for

Thanksgiving. (U.S. COAST GUARD PHOTO/PETTY OFFICER 3RD

CLASS ERIk SWANSON)

—continued on page 74

Government Food Service • May 201066

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