Hormel Foods Finds Success with Corn Nuts Brand
When Hormel Foods made the bold move to acquire Kraft Heinz’s snack nut portfolio for $3.35 billion four years ago, the spotlight was primarily on the renowned Planters nuts brand. However, nestled within this deal was a hidden gem that Hormel believed had immense potential for growth – Corn Nuts.
Originally created during the Great Depression as a crunchy snack for bars and taverns, Corn Nuts had been overshadowed by its more popular cousin, Planters. Under Kraft Heinz’s ownership, Corn Nuts lacked direction and investment, causing the brand to stagnate.
Patrick Horbas, market director for Corn Nuts and Planters at Hormel, saw an opportunity to revitalize the brand. He recognized Corn Nuts as a “diamond in the rough,” with a simple yet promising business model that could be further developed with strategic focus and innovation.
Upon acquiring Corn Nuts in 2021, Hormel aimed to expand the brand’s presence beyond convenience stores and into grocery outlets nationwide. They also sought to enhance the product’s appeal through flavor innovation, leveraging the unique shape of Corn Nuts to carry a variety of tastes.
With flavors like Original, Ranch, BBQ, and Chile Picante Con Limon, Corn Nuts has become a favorite snack for many consumers. Hormel introduces new limited-time flavors annually, such as Kickin’ Dill, Loaded Taco, and Mexican Street Corn, which have successfully transitioned into permanent offerings.
Since taking over the brand, Hormel has witnessed significant growth in key metrics, including household penetration, sales, volume, and distribution. The company continues to explore new opportunities for Corn Nuts, such as the recent launch of Corn Nuts Partially Popped, a hybrid snack combining the crunch of Corn Nuts with the light texture of popcorn.
Looking ahead, Horbas hinted at the possibility of expanding Corn Nuts into different formats beyond the traditional crunchy kernel. While acknowledging the risks involved in venturing into new product categories, Hormel remains open to pushing the boundaries of innovation with the beloved Corn Nuts brand.
As Hormel Foods continues to nurture and evolve the Corn Nuts brand, it is clear that this once overlooked snack is now a shining star in their diverse portfolio, showcasing the power of strategic vision and revitalization in the food industry.
