Wonderful® Pistachios Celebrates Pistachio Category Growth During National Nut Day; Adam Cooper Shares
- by Peggy Packer
LOS ANGELES, CA - Happy National Nut Day, ANUK readers! Like many consumers, this trade news writer will be celebrating with a handful of delicious pistachios. Wonderful® Pistachios is taking part in the festivities as well, as Information Resources, Inc. (IRI) data shows that the category experienced a +14 percent change from the previous year, with the pistachio purveyor alone contributing 96 percent of that revenue growth.
“We’re so excited to see Wonderful Pistachios as the leading snack nut brand in America, and we’re doubling down to continue this momentum,” shared Adam Cooper, Senior Vice President of Marketing. “Consumers are investing more in premium, healthier snacks, so we’re investing more in the category with a multi-million-dollar integrated marketing campaign.”
To highlight not only the growth of the category, but Wonderful Pistachios’ impressive success in the sector, the supplier has launched a giveaway on Instagram. Today only, any Instagram user who both follows @wonderfulpistachios and comments on its National Nut Day post with their favorite flavor of Wonderful Pistachios In-Shell or No Shells variety will be automatically entered to win a complimentary package of their favorite Wonderful Pistachios variety along with one bag of each of the four Wonderful Pistachios No Shells flavors of Sea Salt & Vinegar, BBQ, Honey Roasted, and Chili Roasted. According to a press release, twenty-two winners will be selected at random during the giveaway.
This campaign will build on the category’s current upward trajectory, as Wonderful Pistachios No Shells flavors generated 85 percent of total flavored snack nuts category growth this past year. After the company’s initial launch of Roasted & Salted and Lightly Salted, and then subsequent flavor unveilings of Honey Roasted and Chili Roasted in 2019, and Sea Salt & Vinegar and BBQ in March of this year, Wonderful Pistachios has seen record weekly growth and a consistently growing demand for healthy and high-quality snacks.
“After being stuck at home for so long, people demanded more variety and availability from their favorite premium snacks, and so we’ve made decisive efforts to tackle just that. As we look ahead, our priorities are to continue the plant protein conversation, focus on pistachios as a better-for-you snack, especially throughout football season as a key snacking occasion, highlight the diverse In-Shell and No Shells flavors, and ensure availability of our product to retailers and consumers,” said Cooper. “We are supporting all of this with a fully integrated marketing strategy that includes our popular No Shells campaign, featuring Sheldon the turtle, returning to TV in addition to our ‘Greener Source’ plant protein TV campaign, digital and social media, FSIs, PR, and in-store POS.”
As consumers continue to seek out healthy snacking options, pistachios present themselves as a smart snack option, known for plant protein power, fiber, and better-for-you unsaturated fats.
Don’t miss out on the chance to celebrate this mouthwatering holiday, and happy National Nut Day to all!