100-Calorie Packs Pack It In

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The recession is taking a bite out of the once-hot 100-calorie pack business.

A report by market research firm Mintel last week outlined the reasons why: Concerns about taste, price, sustainability and efficacy are trumping 100-calorie packs’ raison d’etre.

Kraft started the whole mini munchie craze in 2004 with its introduction of Oreo Thin Crisps, Wheat Thin Minis and Nabisco Mixed Berry Fruit Snacks. Kellogg and General Mills launched their own 100-calorie entries a year later. Kraft’s line was an immediate hit, logging more than $75 million in sales in their first year, per IRI (which doesn’t measure Walmart sales.)

In contrast, for the 52 weeks ended April 19, sales of most 100-calorie pack items tracked by IRI are down.



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