Reviews: South 40 Gets Crafty; Plus, 3 Farm Daughters Fiber-filled Pasta

South 40 Snacks Craft Bars

South 40 Snacks added a new premium line of Craft Bars, built on unique flavor profiles such as Vanilla Almond Latte, Pecan Pepper Berry, Good Ol’ Raisin and Peanuts, and Golden Chai Ginger. The gluten-free and dairy-free bars are positioned as a snack with only a handful of ingredients listed on the front label.

Things that stand out:

• The differentiated packaging scheme – solid, flavor-coded colors – compared to the original nut bar and fruit bar lines give this product a more premium feel.
• The flavor profiles are spot on and unique without being too polarizing to the average consumer; Good Ol’ Raisin is a clear standout in our view, along with Pecan Pepper Berry.
• The line is a natural and incremental evolution of the brand’s provisions-focused background and could be integral to its aim of realigning itself as a bar brand.

Things to consider:

• Repositioning the front-of-pack ingredient callouts either at the top or the bottom of the packaging may help reduce consumer confusion and quickly show what is inside.
• Positioning as a snack bar may be a difficult proposition in a world where protein dominates this occasion. Clever and unique merchandising strategies will be essential to moving this product off shelf.
• Multi-count variety packs could help introduce the bars to consumers, particularly those who aren’t yet familiar with the brand.

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3 Farm Daughters

North Dakota-based 3 Farm Daughters sells a line of pastas that are naturally high in fiber due to its use of a unique wheat variety. The products carry a low glycemic index and modest protein levels at 14 grams per serving. Available in short and long cuts – ranging from fettucini and bucatini to elbow and orzo – the brand has positioned itself to capture all pasta consumption occasions.

Things that stand out:

• The pink packaging is eye-catching in a category dominated by blue and earth-toned boxes while the front-of-pack labeling clearly communicates why this product is different.
• The limited ingredient list – just wheat and semolina flour – will appeal to consumers, especially coupled with significant fiber and protein content.
• The farmer-forward positioning brings a new story to the pasta category, which has typically been dominated by legacy Italian producers or brands solely making dietary claims.
• The texture and bite are exactly what one would expect of a conventional or premium pasta.

Things to consider:

• While the pasta is delicious, the high fiber content may create discomfort for some consumers.

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