Snacks & Candy

Oberto Expands Into New Category

Product launch exemplifies company's mission statement

KENT, Wash. -- Oberto Beef Jerky is expanding its product portfolio with the launch of Oberto Trail Mix. 

The new trail mix aligns with the company's mission to provide more “better for you” snacks that feature the protein of jerky, as well as capitalizing on the growth in U.S. sales for both categories.

Nielsen ScanTrak data shows a combined U.S. retail sales figure of more than $3 billion for the categories. In its 2016 Snacking Occasion Consumer Trend Report, Technomic reported that  30% of consumers would purchase dried fruit for snacks at least occasionally (once every 90 days), and 59% say the same for nuts. Likewise, in answer to survey questions on Technomic's “Healthy Offerings at C-Stores," 29% said they purchase trail mix and 47% also purchase nuts/dried fruit mix.

Oberto, based in Kent, Wash., said the trail mix has been in development for more than a year. The product is available in three flavors of jerky: Original Beef, Spicy Sweet Beef and Teriyaki Chicken.

"You can't just throw jerky in a bag of nuts and call it good," said Stephen O'Hare, director of marketing for Oberto. "There's a lot of science behind it." For example, he said, some nuts dried out the jerky, and some combinations caused the nuts and fruit to get soggy. It took experimenting with the right ingredients in the right quantities to put together the right mix, O'Hare said. 

Oberto owns its production facility in Seattle near corporate headquarters and has a lab and food scientists, giving it an advantage in developing new products, he said. Without revealing any particulars, O'Hare said more new products are in the works. "There's a window of opportunity right now in the category," he said. 

David Lakey, Oberto's senior vice president of marketing, said this is a natural expansion of the Oberto Brand. “Active consumers want more protein in their snacks. Loyal Oberto Beef Jerky consumers also eat a lot of trail mix, and our research indicates they’re very interested in this new snack option while on the go,” he said.

To support the launch of Oberto Trail Mix at retail, Oberto has created a range of in-store merchandising materials. It also will promote the new line through digital and social-media marketing, including contests and branded content featuring its lineup of major-league athletes.

Oberto Brands is a family-owned company founded by Constantino Oberto in 1918.


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