Valentine’s Day: Heart-stopping NPD, consumers’ chocolate preferences and savory treats
14 Feb 2020 --- As the world celebrates Valentine’s Day today, industry taps into the marketing potential of the romantic festivities with seasonal offerings that capture consumer’s hearts. The pink of Ruby chocolate has stimulated love-inspired Valentine’s launches, while somewhat whimsical edible arrangements are also popular. Instagrammability remains key and many classic treats have been given a romantic twist to appeal to consumers. Moreover, speaking to FoodIngredientsFirst, industry experts peg the classic pink and red hues as on-trend for the day.
In particular, GNT’s Marketing Communications Coordinator, Sabrina Moers, notes that pink and red are classic colors that are associated with Valentine’s Day and remain the popular choice in confectionery especially. In addition, she says, the trending blue color of the year, as well as cerulean hues, may be a refreshing alternative to the classics.
Hibiscus-derived colors that provide a naturally pink hue is what Zaneta Adamczyk, Head of Export, Europe for BART says. The color is not the only bonus that hibiscus offers, she highlights. When treated in low heat, the coloring may also maintain its nutritional properties, boosting this way the product’s health profile.
Taste is king and beyond color, consumers seek an indulgent taste. According to the US National Confectioners Association, 87 percent of consumers across the country say they're planning to celebrate the holiday by sharing a gift of chocolate or candy.
Godiva gave a playful twist to its chocolates with its limited-edition Valentine’s Day collection.About 50 percent of chocolate lovers use the “map” in a heart-shaped box of chocolates to find their favorites while 31 percent pick at random, the research says. The remainder bites the corner to determine the chocolate's filling (13 percent) or pokes at the bottom of the piece of chocolate (6 percent) to determine its contents. When it comes to the most sought after filling, consumers largely chose caramel (32 percent), closely followed by nuts (24 percent) or a chocolate-based filling (21 percent).
Innova Market Insights data shows that three out of four Valentine’s Day-themed launches are confectionery. Top flavors for these releases are strawberry, caramel, cherry, hazelnut, milk chocolate and peanut butter.
Romantic NPD
Many companies are giving classic products a romantic spin, in light of the day. Nestlé launched KitKat Senses, a heart-shaped box of “melt-in-your-mouth” truffle pieces, crispy wafer and hazelnut pieces, covered in a smooth chocolate coating.
Godiva gave a playful twist to its chocolates with its limited-edition Valentine’s Day collection and seasonally inspired treats. This special collection, comprised of heart-shaped boxes filled with unique chocolate pieces, romances the history of chocolate, allowing Godiva’s fans to experience a taste of chocolate's beautiful evolution.
“Treat others as you want to be treated yourself,” says Dove. The company launched new Truffle Gift Tubes, featuring fan-favorite Dove Chocolate Truffles, packaged keepsake pink tubes for Valentine's Day and brown tubes for everyday gifting occasions.
In the same space, RXBAR launched Chocolate Raspberry RXBAR, the brand’s latest bar flavor featuring real, simple ingredients, in pink wrapping. Chocolate Raspberry RXBARs are made with 100 percent decadent chocolate and raspberries plus a few other simple, wholefood ingredients – egg whites for protein, dates to bind and nuts for texture.
Chocolate arrangements are also popular among consumers. Ruby chocolate: Big in Japan
Japanese consumers are able to get their hands on around 100 different Ruby chocolate products from various international and Japanese brands — in formats including chocolate bars, bonbons, ice creams, biscuits and more. Examples of Ruby chocolate releases include LOOK Jewel Chocolat (Ruby Cacao) and Ruby Cacao Cream Cake With Framboise by Japanese brand Fujiya. Carré de Chocolat Ruby Cacao by Morinaga and KitKat Chocolatory Ruby 2020 Assortment by NestléJapan.
Edible Arrangements
Flowers are not the only bouquet consumers can gift each other on this romance-ridden day. Chocolate arrangements are also popular, and in this space, Edible Arrangements, a key franchisor of fresh fruit arrangements and all-natural fruit snacks and dipped treats, introduced the “Love on Fire” box. The gift box features six, semisweet chocolate-dipped strawberries sprinkled with ghost pepper flakes.
The day also see some more playful alternatives, however, with some companies opting for savory bouquets. Boston Market released a ribs bouquet made of one dozen “tender back ribs.” In the same vein the Tyson Brand team is celebrating love with chicken nuggets and launched the “Chicken Nugget Bouquet Contest.” Consumers create their own chicken nugget bouquet.
From traditional to whimsical, Valentine’s Day launches continue to surprise and excite consumers. As people celebrate love, industry celebrates another consumerist holiday that allows for profits to rise along with innovative releases.
By Kristiana Lalou
