Many shoppers associate nuts with holiday baking and pantry staples. Now, suppliers and retailers are working to change that perception by spotlighting nuts as nutrient-dense snacks, plant-based protein sources and versatile additions to any meal.
To understand how the category is evolving, The Packer spoke with five nut suppliers for their input on retail strategies and consumer education.
Wonderful Pistachios
“Pistachios aren't just having a moment, they are owning the year,” says Diana Salsa, vice president of marketing for Wonderful Pistachios. “It's not just a trend and the cornerstone of our business; it's a full-blown movement. Consumer awareness is a big factor in why pistachios have grown in demand in terms of purchasing behavior: Pistachios are at the intersection of taste and health.”
Part of what makes Wonderful Pistachios so magnetic is that vibrant pop of green, Salsa says.
“It's naturally eye-catching, which makes it perfect for visually driven platforms like Instagram and TikTok,” she says. “Beyond the aesthetics, pistachios also deliver on flavor, nutrition and versatility, and Wonderful Pistachios dedicates entire advertising campaigns to educating consumers on the health benefits of pistachios. Whether they're being used in upscale desserts, savory sauces or as a better-for-you snack, pistachios are meeting the moment.”
The brand takes a 360-degree marketing approach to educating consumers on the snacking and nutritional benefits of Wonderful Pistachios.
“This includes a mix of traditional channels, such as television and print advertising, alongside other digital efforts including paid and organic social media campaigns, social media partnerships, podcasts, event sponsorships and enhanced e-commerce and affiliate marketing strategies,” Salsa says. “By reaching consumers across multiple touchpoints, we highlight Wonderful Pistachios as both a delicious and nutritious snack option.”
For retailers, Wonderful Pistachios provides resources to help communicate these benefits in-store and online. POS signage, packaging callouts and promotional materials emphasize Wonderful Pistachios' health attributes and versatility, resonating especially with health-conscious shoppers, Salsa says. Online, Wonderful Pistachios supports retailers with digital content, recipe inspiration and nutritional education assets that can be integrated into e-commerce platforms or retailer websites.
Blue Diamond
“We're fully committed to sharing the health story of almonds year-round,” says Michael Schaefer, sales and category manager for Blue Diamond. “On the packaging, you'll see clear callouts around protein and heart health, which are really important to today's snacker — especially with how big the protein trend is right now. And for retailers, we provide point-of-sale materials all year long. Some are evergreen, some are seasonal, but the goal is always the same: making sure consumers see and understand those benefits.
Blue Diamond is also launching into the future with a new logo and brand persona intended to evoke energy and excitement, aiming to capture the attention of more consumers seeking healthier options in their diet. This new visual identity features a refreshed logo, streamlined color palette and updated brand elements that highlight almonds as the champion superfood.
“We believe that Blue Diamond almonds are the GOAT [Greatest of All Time] of snacks, and our Almond Breeze is the obvious choice in nondairy beverages. Almonds allow you to show up and be mighty in your life, fueled by protein, fiber and flavor. This refresh connects this almond identity to the brand identity, breathing color, energy and excitement into the brand,” says Maya Erwin, vice president of marketing and innovation for Blue Diamond. “This is a refresh, not a revolution. That means we're staying true to our roots, keeping our identity that people know and trust, but with a bold edge that shows the way people enjoy our amazing products every day.”
“A redesign like this is really about getting two things right,” says Miles Marshall, executive creative director for Turner Duckworth, the design agency that worked with Blue Diamond on the initiative. “First, the edit — chipping away at the elements until what's left are the features that can only be the brand — the truly unmistakable stuff. In this instance, that edit gets us to the iconic blue diamond, which we have redesigned in a way that is both respectful and striking.”
Hammons Black Walnuts
To educate consumers on the nutritional and culinary benefits, as well as providing tools to retailers to communicate this both in-store and online, Jacob Basecke, executive vice president of Hammons Black Walnuts, says the company provides retailers with POS signage, recipe cards and seasonal promotional materials that showcase both the health benefits and culinary uses of black walnuts.
“Online, we support retailers with digital assets, social media content and access to our extensive recipe library,” Basecke says. “We also work with chefs and influencers to highlight black walnuts in recipes and the sustainability story, which helps inspire consumers with new ways to incorporate them into their meals.”
When it comes to challenges shaping the nut market currently, Basecke says the company is seeing rising input costs including labor, materials and supply chain pressures.
“Because black walnuts are wild-harvested, yields can also vary from year to year,” Basecke says. “We address these challenges by focusing on long-term sustainability, working with our grower network of thousands of harvesters across the Midwest, and setting pricing structures that allow us to maintain stability for our retail and ingredient partners. At the same time, we are investing in innovation and consumer education to ensure continued growth and awareness of black walnuts.”
California Walnut Board
“We are on a mission to break out of the baking aisle and be featured in the produce department and snack aisle,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “In produce, cross-merchandising is key: Pairing walnuts with other produce items means retailers end up getting a higher basket ring. Research shows 76% of shoppers are more likely to purchase walnuts when displayed alongside fresh fruits and vegetables.”
Verloop says successful merchandising pairs them with complementary produce items, positioning walnuts as a versatile, nutritious staple for meals and snacks.
“Our retail merchandising directors are working individually with retailers to capture sales through creative merchandising and by using category management data to drive walnut sales in the produce department year-round,” Verloop says.
The California Walnut Board continues to see a focus on offering a range of packaging sizes, from grab-and-go packs to larger bags for use in meals and as ingredients, making walnuts easy to enjoy for any eating occasion.
“Walnuts are also moving beyond the baking aisle into snacking and meal solutions,” Verloop says. “Trail mixes, spiced clusters and yogurt-covered varieties give consumers convenient, flavorful ways to enjoy them, while innovations like skinless walnuts, walnut cream, walnut butter and walnut ‘meat' expand their use in cereals, bars, plant-based sauces and protein-rich dishes.
“Skinless walnuts provide a smoother texture and milder flavor; walnut cream and milk create versatile, plant-based bases; walnut butter adds moisture and binding in snacks and granolas; and walnut ‘meat' delivers texture, umami and protein for plant-based ground meat alternatives,” Verloop adds.
For retailers, the California Walnut Board offers year-round programs to help merchandise and promote walnuts in the produce department, including customized promotional material that can be used in-store, online and via social media, Verloop says.
“By combining science, approachable messaging, and retail support, the campaign positions California walnuts as a nutritious, versatile, everyday choice for health-conscious, plant-forward and convenience-minded consumers,” Verloop says.
Wild Fox Foods
“Nuts like almonds and cashews have long been a part of a healthy diet because they are a convenient, whole food that is naturally low-glycemic and loaded with good fats and fiber,” says Kevin McCray, co-founder of Wild Fox Foods. “Therefore, nuts align with the consumer's general desire to eat better. The challenge with the nut category is how conventional manufacturers are processing raw nuts to try and make them taste better.”
Many of the most popular roasted nut and trail mix options on the shelves today are roasted in highly processed seed oils, seasoned with highly processed ingredients and paired with inclusions that are packed with refined sugar, McCray says.
“At Wild Fox, we are bringing the bold flavor shoppers are looking for in a snack, but without the problematic ingredients. Our nuts are roasted in avocado oil, our seasonings are made with natural ingredients and none of our products contain refined sugar — even the chocolate and dried fruit in our trail mixes are free of refined sugar and seed oils,” he says.
Consumers are seeking the nutritional benefits of nuts, McCray says.
“Wild Fox products feature nutrition benefits that the consumer is already looking for. Our job is to highlight the relevant nutrition attributes and get the word out that there is a brand in these categories that is listening,” he says. “Our playbook for this is to start with a hyper-disciplined package design focused on the most important nutritional information as clearly and transparently as possible. Additionally, we will have a heavy presence where many consumers go these days for nutrition information — social media.”
As a founder of the popular Kevin's Natural Foods, McCray says of the new venture: “Although it's a separate company, myself along with the other co-founders from Kevin's (Dan and Kelsie Costa) view Wild Fox as a continuation of the mission we started when Kevin's was born: Empowering even the busiest people to eat clean without sacrificing flavor. The main difference is that now we are focused on the food people eat [in] between meals.
“Some estimates show that a quarter of the calories people consume come from snacks,” he adds. “With this in mind, I feel that by giving people clean on-the-go snack solutions, we can make a significant and positive impact on society that will complement the progress we made at Kevin's.”
