Whole Grain Wheat Thins
1. Summarize Product/Service
Company - This product is made by Nabisco, a division of Kraft foods. Nabisco is a subsidiary of
Mondelez International. Other Nabisco products include Chips Ahoy, Teddy Grahams, Oreos,
Ritz Crackers, and Belvita. Mondelez International has a market share of four percent, and their
company is run out of Deerfield, IL. Lately, Mondelez International has launched innovative
products over the past years to keep up with health trends and new snacking habits.
Industry - The industry that Wheat Thins are in is cookie and cracker manufacturing. According
to IBISWorld, the industry revenue for 2017 was $26.9 billion. Consumers started going from
cookies and crackers to healthier snack and meal options.
Ingredients - This product contains: Whole Grain Wheat Flour, Unbleached Enriched Flour
(Wheat Flour, Niacin, Reduced Iron, Thiamine Mononitrate [Vitamin B1], Riboflavin [Vitamin B2],
Folic Acid), Soybean Oil, Sugar, Cornstarch, Malt Syrup (From Barley And Corn), Salt, Invert
Sugar, Monoglycerides, Leavening (Calcium Phosphate And/Or Baking Soda), Vegetable Color
(Annatto Extract, Turmeric Oleoresin). Contains: Wheat.
Types - There are many other kinds of Wheat Thins, including: Artisan cheese: Wisconsin Colby,
Artisan cheese: Vermont White Cheddar, Chipotle, Dill Pickle, Fiber Selects 5-Grain, Flatbread
Garlic & Parsley, Flatbread Tuscan Herb, Hint of Salt, Honey Mustard, Lime (limited time 2013),
Multigrain, Popped – a popped chip variety of Wheat Thins[9], Ranch, Reduced Fat [10], Sour
Cream and Onion, Smoked Gouda, Smoky BBQ, Spicy Buffalo, Sundried Tomato & Basil, Sweet
Onion, and Zesty Salsa.
Product - Wheat Thins are 9.1 oz boxes of whole-wheat crackers and are made with whole-grain
wheat flour. When eaten in moderation, Wheat Thins can be included in a healthy diet.
History - The name Nabisco was first used as part of a name for a sugar wafer in 1901. John G.
Zeller was president of National Biscuit Company from 1923–1931. By 1971, Nabisco had
become the corporate name. In 1981, Nabisco merged with Standard Brands, which then
merged with R.J. Reynolds in 1985. Kraft General Foods acquired Nabisco from RJR Nabisco in
1993 and in 1999, Nabisco acquired Favorite Brands International. Philip Morris Companies
Inc. acquired Nabisco in 2000 and merged it with Kraft Foods, which was one of the largest
mergers in the food industry. In 2011, Kraft Foods announced it was splitting, making the snack-
food business a separate company, and that would be called Mondelēz International LLC.
2. Identify Target Audience
The target audience of Wheat Thins is females aged 18 to 34 who have a household income of
over $40,000 and are health conscious.
Mary is a 34-year-old mom that lives in the west part of Lawrence, KS. She likes to stay active
and workout, while also spending time with her family. She is catholic and takes her elderly
mother with her to church every Sunday. Mary works as a teacher at a local elementary school
and lives with her husband and their two kids. Mary does most of her shopping at Hy-Vee
because of the proximity of their home and their large selection of items available at the store.
3. Benefits of Wheat Thins:
Wheat Thins do not have cholesterol in them so it will not raise your cholesterol.
The whole grain helps support a healthy weight and reduces your risk of developing heart
disease.
Most places will carry Wheat Thins so they will be easy to find.
4. Assess Current Product and Brand Image
The current Whole Grain Wheat Thins product is selling and continues to be bought and loved
by families all over the world. People like the healthiness and stay loyal to the brand because of
the benefits of the product. The actual logo has been updated to stay current with the target
audience. Nabisco products continue to be a dominating force within the industry, from
products like Oreo and Chips Ahoy.
5. Articulate your Desired Product/Brand Image
The desired brand image would be top of mind to all consumers. Wheat Thins wants to be a top
competitor in the cracker realm.
6. Direct Competitors
Cheez-It: Similar to Wheat Thins without the health aspect. Cheez-it’s are chosen and compared
to Wheat Thins in the cracker world. Cheez-It is part of Kellogg Company, and they have a
market share of 8.3 percent.
Goldfish: Goldfish are bite size crackers that are similar to Wheat Thins. Goldfish’s company is
Campbell Soup, and they have an even greater market share than Mondelez International at 6.7
percent.
Ritz: Ritz is the most common direct competitor because they are marketed the same way.
Wheat Thins and Ritz are marketed the same way as a cracker that you can eat on its own, with
dip, or with toppings such as cheese and ham. Ritz is also a brand of Mondelez International.
7. Indirect Competitors
Ice Cream: This is not a healthy option, but it is chosen frequently when buying snack foods.
Keebler Cookies: Keebler is part of Kellogg and is not a healthy option. Although it is a cookie,
they are an alternative to salty snack foods. Yoplait Yogurt: This is indirect competition because Yoplait Yogurt is not salty, but it is chosen
often as a snack food. Someone could potentially buy this yogurt over the Wheat Thins.
8. Specify Ad Message
To inform consumers that Whole Grain Wheat Thins are a healthy snack alternative.
9. Isolate Strategic Message
Healthy Cracker
10. Features - Benefits
Contains no cholesterol. – Will not raise your cholesterol.
Made from whole grain wheat flour - Helps support a healthy weight and reduces your risk of
developing heart disease.
Contains no high fructose corn syrup. – Parents are more willing to buy for their kids.