NEW YORK There’s a new magic number in portion-control land: 90.Also 80. And 70. Or even 60.
Packaged-food giants have discovered that calorie-conscious snackers who turned 100-calorie packs into a $200 million annual gold mine are getting bored with 100. So the bar is falling.
Quaker is making 90 the new 100, as it rolls out a string of 90-calorie treats.
The products are Quaker’s fastest-growing line, says Quaker Foods president Mark Schiller. “What I like most about 90 is that it one-ups 100.”
In 2007, 82 single-serve products touting fewer than 100 calories hit the market vs. seven in 2003, says Tom Vierhile, director of Datamonitor’s Productscan Online. “You sound like you’re a consumer advocate by ratcheting down the number of calories, but all you’re doing is helping your bottom line.”
Quaker, for example has introduced 11 single-serve products at 90 calories since 2007. Last month, it rolled out three Mini Delights and two granola bars.
Kelloggs “bull’s-eye” for snack packs is still 100 calories, but consumers will see “continued growth of portion-control packs” of all sizes, says Michael Allen, senior vice president of snacks.
With new Special K Bliss bars at 90 calories and Grab ‘n Go cereal packs as low as 70, Kellogg sells 150 portioned snacks.
New from ConAgra are Hunt’s Snack Pack Fat Free Pudding at 80 calories and David Seeds Pumpkin Seeds at 90.
Kraft just rolled out LiveActive Natural Mozzarella Cheese Snacks in 80-calorie sticks. Its Jet-Puffed marshmallows are sold in 90-calorie pouches.
General Mills is introducing Fiber One yogurt from Yoplait, with 80 calories.
Hershey’s low-cal offer: 60-calorie Hershey Sticks come in four flavors.
From Del Monte Pet Products, there are Pup-Peroni 50-calorie packs.
They’re a “guilt-free” snack, says Matthew Park, Del Monte’s marketing vice president. Just as 100-calorie packs help people, he says, 50-calorie packs help dogs cut calories and live “healthier.”