Del Monte Fruit Cups: Student and Director Evaluation March 12, 2017
Del Monte Fruit Cups Student Evaluation March 12, 2017
Methodology Districts testing Peaches Fruit cups in extra lite syrup: Alachua, Lakota, Portland Districts testing Peaches Fruit Cups in juice: Chesapeake, Corpus Christi, Washington County Elementary and High school students were surveyed in a classroom setting 100 high school students; 81 elementary 3
Methodology Components measured: Overall, appearance, taste, texture, sweetness Four point scale: Like a lot, Like a little, Dislike a little, Dislike a lot New Fruit Cup flavor preferences were also surveyed. 4
Executive Summary Del Monte should launch the Peaches Fruit Cups in Extra Lite Syrup (XLS). Superior product Syrup is acceptable to most districts Del Monte should not launch the Peaches Fruit Cups in juice. Less appealing than XLS Duplicative with XLS; XLS meets market need 5
Executive Summary No adjustment to the XLS recipe is recommended All components were rated very appealing Effective messaging will be especially important due to the high market penetration of branded competitors. Messages should highlight points of differentiation and superiority vs competition. Quality and nutrition credentials may be key. 6
7 Peaches in XLS Total
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Student Comments It has a good taste and it is really sweet juice. Juice, elementary It tastes a lot less sugary than it normally does, which is good because I m not a fan of sugary foods. It tastes like a real peach. XLS, High School 9
Student Comments The extra light syrup is very sticky and thick. You have to shake the cup to get the fruit out, the syrup should be juice. XLS, High School Texture: Mushy, Good,...a little mushy XLS, High School 10
Del Monte Fruit Cups New Flavor Preferences March 12, 2017
Executive Summary Recommend a focus on a few of the most appealing fruit varieties since districts carry only a few SKU s Peaches, Apples, and Mixed Fruit were selected at the highest rate and recommended for launch Pears should not be launched due to its lower rating. 12
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Executive Summary There was some variance in the flavor high/elementary school preferences The highest (20%) was Cherry preferred by elementary students and Apple Sauce (17.5%) preferred by high school students 14
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Del Monte Fruit Cups Director Evaluation March 12, 2017
Executive Summary Directors preferred the product with extra lite syrup Found all components appealing, including nutrition, ingredient deck The added sugar doesn t appear to be a barrier 18
19 Both Fruit Cups products were rated as very appealing.
20 The XLS Fruit Cup has a higher purchase interest than Juice.
Please rate the appeal of the product specs. 21
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23 Juice
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Alliance Director Quotes - Overall The product in ELS still contained some of the sweetness that you tend to associate with canned fruits and that most people are accustomed to. The natural juice was a tarter flavor profile that lacked a richness of flavor. Jeff Proulx, Washington County 25
Alliance Director Quotes - Overall The fruit was sweet but not overly sweet. Chris Burkhardt, Lakota These products are not as appealing since we receive a tremendous amount of USDA commodity fruit. The natural juice choice flavor needs to be improved. The testing was overwhelmingly negative toward this product due to blandness. Maria Eunice, Alachua County 26
Alliance Director Quotes - Overall The ELS product is similar to the product we are currently purchasing. Jeff Proulx, Washington County We are always interested in pre cupped fruit options. It lowers our labor cost and provides a more consistent product. Either the natural juice or light syrup would be acceptable for our district. Chris Burkhardt, Lakota 27
Alliance Director Quotes - Overall I have to admit that the extra light syrup tasted better than the natural juice. :) Gitta Grether Sweeney, Portland 28
Overall experience or cite any major variance between the flavors. As far as the products go, both were acceptable. If I am trying to get to a cleaner label, the natural fruit juice would be more appealing but as of now that is not a concern. Chris Burkhardt, Lakota The flavor of the Extra Light Syrup was much better than the natural juice. The slight difference of the sugar content in the ELS made a significant difference in the taste without changing the nutrition profile significantly. Maria Eunice, Alachua County 29
30 The most appealing product profile and portion size for Del Monte Fruit Cups.
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33 Is product with ingredients featuring added sugar or High Fructose Corn Syrup" prohibited from use at your district?
Alliance Director Quotes HFCS is on our not allowed list. However if we do not have an option we will purchase a product with HFCS in it but work with the manufacturers to remove it. A good example of this is PBJ uncrustable sandwiches. Both manufacturers who made it used HFCS so we had no choice. However, now they have removed the HFCS which has taken many years for them to do. I have learned you have to be flexible and weigh the pros and cons of each situation! J Usually it is not a good idea to draw a line in the sand. Yes, I really liked the XLS and would purchase it. The little added sugar made a huge difference! Gitta Grether-Sweeney, Portland 34
35 Please select the option best describing your approach to maintaining compliance with the Made in USA regulation with procurement?
36 Please select the option best describing your approach to maintaining compliance with the Made in USA regulation with buying decisions?
Alliance Director Quotes Recent news stories and guidance given by USDA have been very clear on this issue. While there is a "gray" opening in the Buy American provision that would allow SFA's to purchase imported product, USDA has failed to provide appropriate guidance on how and when that would happen. This lack of information sends a very strong message that they just don't want SFA's to buy imported product under any conditions. Jeff Proulx, Washington County 37
38 Del Monte Fruit is a Product of the USA while other fruit cups/cans contain foreign sourced ingredients. What actions should Del Monte take on this subject when communicating with customers?
Director Perspective on Direct Selling Against Competitors Directors have shared insights on direct selling against competitors at conferences and via surveys. Most directors consider this action as inappropriate and some consider it an insult. By denigrating a product they may be using, directors feel their competence is being questioned. With existing pressure from parents and community activists, directors do not want any negativity from a stakeholder who should be only supportive of the program. 39
Alliance Director Quotes Del Monte should be very careful about implicating another product, or identifying an LEA working outside of this provision as it could have a negative impact on the perception of your company. Jeff Proulx, Washington County 40
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Alliance Director Quotes We don't need more packaging materials. the likely usage for cups is on a serving line or packed for breakfast in the classroom. The retail 4-packs would need to be separated for service taking valuable staff time and creating more waste. Jeff Proulx, Washington County 42
March 12, 2017 Appendix
44 Peaches in XLS High School
Peaches in XLS Elementary School 45
46 Juice High
47 Juice Elementary