New York Style Brand wanted to change the way consumers viewed and ultimately ate croutons. Historically, they were used on salads and soups to add crunch and flavor but that is where people restricted croutons from reaching their full potential.
With New York Style's innovative on-trend flavors, like Parmesan Garlic and Chipotle Honey, we felt they could gain marketshare by changing the way people perceived and consumed croutons. Croutons would no longer be relegated to a garnish but could become a natural snack option. Rather than showing the product topping a salad or soup we simply placed them inside a snack bowl that could be used for a gathering of friends or munched while binge watching Netflix.
Since launching, snackable croutons have become a popular direction in the crouton aisle. Go take a look at how many competitors are including this message on their packaging. It always feels better to lead than to follow.