Now that it seems the weather is finally starting to turn in our favor from the mercurial indecisive elements of spring to the warmer, sunnier conditions of summer, it’s time to start dusting off the grill and all the accoutrements needed for a successful cookout because we’re coming into barbecue season! And it’s not a moment too soon because May is National Hamburger Month, and for the enthusiasts out there who want to take their burger game to the next level is a new condiment from Heinz called Dip & Crunch. The product itself is a two-step process: first you dip the burger (or your food item of choice) into a sauce made with tomato puree, molasses, sun-dried tomatoes, garlic powder, tamarind concentrate, onion powder and spices. Then, you immediately dunk it into crisp potato crunchies which stick to the sauce, enhancing the experience so that it’s not just about taste, but texture as well. And since it’s about doing things in two, it seems fitting that it comes in two iterations: regular and spicy. This new take on condiments is one of the recent product innovations to come out of the current transformational phase of strategy that parent company Kraft Heinz is implementing dubbed AGILE@scale which, according to a press release from late February, will help “to enhance its agile expertise and capabilities via partnerships with technology giants and cutting-edge innovators.”
“Here at Heinz, we recognize the magic in making memories on burger night thanks to the way our condiments uniquely elevate the classic burger,” said Ashleigh Gibson, brand director at Heinz. “As we continue to reimagine mealtime, we’re excited to offer a solution for consumers looking for accessible dipping sauces and unique textures to help further embrace the fun of cooking and eating at home.”
The Dip & Crunch seems to be based on the popular trend of dipping burgers into various sauce-and-chip combinations popularized among TikTok users and since a critical part of the organization’s new plan-of-action is “to deploy an insight-based innovation engine that offers consumers the products, flavors, and formulations they want most,” I think taking inspiration from the wildly popular, video-focused social media platform is a no-brainer and more likely than not, will prove to be a smart marketing move.
Big established CPG manufacturers aren’t the only food companies utilizing TikTok to further their brands. Smaller brands are utilizing the social media platform to make their mark in the industry. Case in point: Dan-O’s Seasoning. More than six years ago, Dan Oliver, who was working as a bartender in a Louisville pub, would occasionally fill in as a cook. He started using a seasoning blend that he conceived in college on the chicken and a patron told him that it was the best-tasting seasoning he’d ever had and that he should start selling it. From that encounter, Oliver had a lightbulb moment and Dan-O Seasoning was born. He starting packaging the product, first just to give to family and friends but eventually he started peddling it to individual restaurants. He progressed to the flea market and trade show circuit, seeing steady growth for a few years. However, when the pandemic hit in 2020, those in-person sales opportunities disappeared so Oliver decided to regroup and come up with a more inventive way to market the product to the masses: TikTok.
“I grabbed some ingredients and a six-pack and started cranking out videos in my kitchen,” Oliver said. “People loved it – sales went up, followers went up, distribution went up.”
Now two years later, the low-sodium, sugar-free homegrown blend of herbs can be found in every Walmart Supercenter and all the stores that make up the Kroger Family of Companies. The product will also soon be on the shelves at B.J.’s Wholesale Club, Raley’s, Ingles, Lowe’s, Dollar Tree, and more than a dozen other retailers. The expansion represents an almost 6,000 percent increase in retail availability since 2020 – a jump from 130 stores to 7,800 this spring with additional expansions in progress and it is in 49 out of the 50 states.
Oliver created and stars in most of the videos (which include recipes and cooking tips) on the brand’s now-verified TikTok account, which has 2.3 million organically earned followers. The hashtag #danosseasoning has more than one billion views and the brand averages more than 150 million views a month across all social media platforms. As to why he thinks the brand has been so successful in its social media engagement, Oliver stated, “I think people respond to our authenticity. We’re not trying to be slick or gimmicky, we just are who we are -all-natural, like our product.”
Be sure to get yourself a shaker of Dan-O – it’s sure to become a cookout staple.
Speaking of summer grilling and barbecuing, be sure to mark your calendars for the long awaited return to an in-person Giant National Capital Barbecue Battle, now in its 30th year. The two-day event will take place June 25 and 26 in the heart of Washington, DC on Pennsylvania and Constitution Avenues and will feature barbecue and grilled food samples, 30 bands performing across three stages, celebrity chefs, cookbook authors, local professional sports player appearances, microbrew and wine sampling, cooking competitions and much more.
“We are thrilled to be returning in-person this year to celebrate the 30th annual Giant National Capital Barbecue Battle,” said Ira Kress, president of Giant Food. “We’re looking forward to this being the best one yet and celebrating food, fun and the kick-off of summer with our local communities, all while raising money and awareness to support USO-Metro.”
Before I sign off for the month, I would like to give accolades to Food Lion (Giant Food’s sister company) which announced late last month that it would be offering expanded educational assistance programs to its 82,000 associates, including tuition reimbursement for all part-time and full-time associates, an increase in tuition reimbursement for full-time associates, and access to more than 250 degree programs from 15 education providers at a reduced cost through a partnership with employee education management platform, Workforce Edge. While employees are eligible for tuition reimbursement after six months of continuous employment, access to the discounted educational offerings is available to all associates on their first day of employment. Workers who pursue degrees outside of the Workforce Edge programs will still receive tuition reimbursement with full-time associates able to receive up to $3,000 reimbursement and part-time associates eligible for up to $500 per calendar year.
“Food Lion employs over 82,000 associates at different stages of their careers, and it’s imperative that we provide an equitable playing field for each and every one,” said Linda Johnson, SVP, chief human resources and communications officer, Food Lion. “We encourage and support our associates to always learn and grow. Enhanced tuition reimbursement benefits and educational programs provide greater opportunities for all Food Lion associates.”
It’s great to see a company investing in its employees by providing them tools to grow in their careers – bravo, Food Lion!
Until next month…
Karen can be contacted via email at [email protected].