Increased Cranberry usage
How can we influence people to consume more cranberries outside the traditional holidays?
Main insights: off‑season penetration is constrained by three frictions—over‑sweet dried formats, inconsistent frozen quality/pack size, and weak warm‑weather occasion framing and value cues. Respondents would increase year‑round use with truly low‑/no‑sugar tart dried cranberries, reliable IQF frozen that cooks like fresh in small resealable bags, clear sugar/sourcing labels, bilingual quick savory summer recipes, convenient lunchbox packs, and consistent availability/price in mainstream value channels.
Takeaways: launch a tart‑forward, low‑sugar dried line and revamp frozen to IQF standards with 12–16 oz resealable packs; reframe usage with 10‑minute summer‑savory recipes on‑pack/QR and mid‑year endcaps; add sugar‑transparency badges and kid‑ready single‑serves. Prioritize Costco/Aldi/HEB/TJ’s for price‑pack fit and potluck/school/faith events for sampling, and track off‑season mix, frozen Jan–Sep units, low‑sugar dried share, and QR recipe engagement to confirm behavior change.
Jessica Pena
1) Basic Demographics
Jessica Pena is a 44-year-old woman living in urban Raleigh, North Carolina. She uses she/her pronouns, is married, and has one child. She earned a Bachelor’s degree and works full-time. She was born in Spain and is a non-U.…
Lyndsay Santiago
Lyndsay Santiago, 39, married mother of one in suburban Atlanta, is a product operations manager who rides MARTA, budgets diligently, and plans a townhome. Tech-forward and privacy-cautious, she values reliable, time-saving, small-space solutions, crafts, a…
Jazmin Gutierrez
Jazmin Gutierrez, 28, Southaven, MS, is a married Black (Non-Hispanic) mom of one. She’s a remote product operations coordinator, bilingual at home (English/Spanish), $100k–$149k income, Marketplace-insured, budget-minded, and prefers inclusive, durable, ti…
Madison Solis
Madison Solis is a 26-year-old project manager in Springfield, MO, married with a toddler. She earns a high household income but spends thoughtfully, prioritizing reliability, safety, and durability. A bilingual home and Catholic community shape routines fo…
Leah Lopez
Leah Lopez, 39, is a bilingual San Antonio mom of one and Senior Fleet Routing Specialist. She owns a modest home, budgets diligently, values reliability and community, enjoys DIY, gardening, gaming, Tex-Mex cooking, and family-focused road trips.
Ryan Maciel
Ryan Maciel, 39, a San Jose finance operations manager leading risk and compliance; married with one child. Pragmatic, family-first and budget-conscious; mixes onsite/remote; commutes in a Tesla; enjoys DIY, grilling, gym and hikes; values reliability, time…
Camesha Villalpando
Camesha Villalpando, 26, is a Sterling Heights, MI-based wholesale account executive and co-parent of a four-year-old. She earns $200k+, owns a townhouse, studies marketing part-time, prioritizes time-saving, reliability, and transparent value, and aims for…
Christina Quinlan
Atlanta-based, 44-year-old graduate-educated mom of two; former brand strategist now managing family operations and philanthropy. High-income, fiscally pragmatic, uninsured during a plan transition, values evidence, durability, and time-saving design over h…
Lindsay Kemer
Lindsay Kemer, 42, is a Fort Lauderdale medtech education leader, married with two kids. Pragmatic, warm, and coastal chic, she values evidence, time, and family, seeking quality, safety, and convenience with transparent, trustworthy brands.
Kayla Scoville
Rural Indiana mom, 36, Catholic, two kids. Former health services coordinator now home due to RA. Budget conscious, community oriented, practical. Values durability, clear info, and neighborly tone; manages family life with routines and calm.
Hannah Mendez
Hannah Mendez, a bilingual Vallejo mom in beverage manufacturing admin, married with one child. Pragmatic, faith-centered, and time-conscious. Optimizes for reliability, predictable costs, and easy returns. Chooses value and clear communication over novelty.
Andrea Henderson
Andrea Henderson, 45, Duluth credit union manager. Mortgage-free, budget-focused, and community-minded. Married with one middle-schooler. Prefers durable, transparent solutions, winter-ready gear, and simple tech with strong support. Analytical yet warm, pr…
Daisy Crawford
Chicago-based public-sector leader, 43, married with two kids. Pragmatic, faith-rooted, time-strapped. Bikes to work, loves efficient, ethical solutions. Moderately conservative, community-minded, values dependable quality, transparency, and anything that m…
Misha Richardson
Rural New York utilities planner, 39, married with one child. Faith-centered, practical, and community-minded. Prefers durable, reliable solutions, straightforward pricing, and neighborly service. Tech-savvy within rural limits; calm, witty, and organized.
Catherine Kelly
Detroit-area Black Catholic mom of three, hybrid manufacturing data analyst, budget-conscious renter saving for a home. Pragmatic and community-minded, she prioritizes reliability, time savings, and clear value across family life, tech, and work decisions.
Patricia Montiel
A bilingual 33-year-old teacher and mom of two in Kent city, Patricia Montiel. Community-minded, values-driven, and time-starved. Blends Latin and Jewish traditions, prioritizes durability, bilingual access, and sustainability. Pragmatic decision-maker with…
Ali Baro
Ali Baro, 33, rural NJ consultant, married with one child. Remote-first, faith-centered, and systems-driven. Values reliability, measurable outcomes, and time savings. Budgets carefully, prefers durable goods, and balances family, work, and community.
Krystal Vanderlip
Krystal Vanderlip, 42, is a Catholic mom of three in rural New Jersey. A former marketing pro, she prioritizes family, community, and practical choices, favoring reliability, transparency, and durability in products, services, and everyday decisions.
Roxana Bogan
Community-minded Catholic mom in Cary town, NC. Former nonprofit pro, now volunteer leader with two kids. Pragmatic, warm, and organized; loves time-saving, transparent, family-friendly solutions with ethical impact and minimal fuss.
Terri Peric
Terri, 43, is a bilingual Jewish attorney renting in rural New Jersey with two kids. Pragmatic and time-focused, she values reliability, community, and clear trade-offs, balancing hybrid legal work with structured family life.
Jessica Pena
1) Basic Demographics
Jessica Pena is a 44-year-old woman living in urban Raleigh, North Carolina. She uses she/her pronouns, is married, and has one child. She earned a Bachelor’s degree and works full-time. She was born in Spain and is a non-U.…
Lyndsay Santiago
Lyndsay Santiago, 39, married mother of one in suburban Atlanta, is a product operations manager who rides MARTA, budgets diligently, and plans a townhome. Tech-forward and privacy-cautious, she values reliable, time-saving, small-space solutions, crafts, a…
Jazmin Gutierrez
Jazmin Gutierrez, 28, Southaven, MS, is a married Black (Non-Hispanic) mom of one. She’s a remote product operations coordinator, bilingual at home (English/Spanish), $100k–$149k income, Marketplace-insured, budget-minded, and prefers inclusive, durable, ti…
Madison Solis
Madison Solis is a 26-year-old project manager in Springfield, MO, married with a toddler. She earns a high household income but spends thoughtfully, prioritizing reliability, safety, and durability. A bilingual home and Catholic community shape routines fo…
Leah Lopez
Leah Lopez, 39, is a bilingual San Antonio mom of one and Senior Fleet Routing Specialist. She owns a modest home, budgets diligently, values reliability and community, enjoys DIY, gardening, gaming, Tex-Mex cooking, and family-focused road trips.
Ryan Maciel
Ryan Maciel, 39, a San Jose finance operations manager leading risk and compliance; married with one child. Pragmatic, family-first and budget-conscious; mixes onsite/remote; commutes in a Tesla; enjoys DIY, grilling, gym and hikes; values reliability, time…
Camesha Villalpando
Camesha Villalpando, 26, is a Sterling Heights, MI-based wholesale account executive and co-parent of a four-year-old. She earns $200k+, owns a townhouse, studies marketing part-time, prioritizes time-saving, reliability, and transparent value, and aims for…
Christina Quinlan
Atlanta-based, 44-year-old graduate-educated mom of two; former brand strategist now managing family operations and philanthropy. High-income, fiscally pragmatic, uninsured during a plan transition, values evidence, durability, and time-saving design over h…
Lindsay Kemer
Lindsay Kemer, 42, is a Fort Lauderdale medtech education leader, married with two kids. Pragmatic, warm, and coastal chic, she values evidence, time, and family, seeking quality, safety, and convenience with transparent, trustworthy brands.
Kayla Scoville
Rural Indiana mom, 36, Catholic, two kids. Former health services coordinator now home due to RA. Budget conscious, community oriented, practical. Values durability, clear info, and neighborly tone; manages family life with routines and calm.
Hannah Mendez
Hannah Mendez, a bilingual Vallejo mom in beverage manufacturing admin, married with one child. Pragmatic, faith-centered, and time-conscious. Optimizes for reliability, predictable costs, and easy returns. Chooses value and clear communication over novelty.
Andrea Henderson
Andrea Henderson, 45, Duluth credit union manager. Mortgage-free, budget-focused, and community-minded. Married with one middle-schooler. Prefers durable, transparent solutions, winter-ready gear, and simple tech with strong support. Analytical yet warm, pr…
Daisy Crawford
Chicago-based public-sector leader, 43, married with two kids. Pragmatic, faith-rooted, time-strapped. Bikes to work, loves efficient, ethical solutions. Moderately conservative, community-minded, values dependable quality, transparency, and anything that m…
Misha Richardson
Rural New York utilities planner, 39, married with one child. Faith-centered, practical, and community-minded. Prefers durable, reliable solutions, straightforward pricing, and neighborly service. Tech-savvy within rural limits; calm, witty, and organized.
Catherine Kelly
Detroit-area Black Catholic mom of three, hybrid manufacturing data analyst, budget-conscious renter saving for a home. Pragmatic and community-minded, she prioritizes reliability, time savings, and clear value across family life, tech, and work decisions.
Patricia Montiel
A bilingual 33-year-old teacher and mom of two in Kent city, Patricia Montiel. Community-minded, values-driven, and time-starved. Blends Latin and Jewish traditions, prioritizes durability, bilingual access, and sustainability. Pragmatic decision-maker with…
Ali Baro
Ali Baro, 33, rural NJ consultant, married with one child. Remote-first, faith-centered, and systems-driven. Values reliability, measurable outcomes, and time savings. Budgets carefully, prefers durable goods, and balances family, work, and community.
Krystal Vanderlip
Krystal Vanderlip, 42, is a Catholic mom of three in rural New Jersey. A former marketing pro, she prioritizes family, community, and practical choices, favoring reliability, transparency, and durability in products, services, and everyday decisions.
Roxana Bogan
Community-minded Catholic mom in Cary town, NC. Former nonprofit pro, now volunteer leader with two kids. Pragmatic, warm, and organized; loves time-saving, transparent, family-friendly solutions with ethical impact and minimal fuss.
Terri Peric
Terri, 43, is a bilingual Jewish attorney renting in rural New Jersey with two kids. Pragmatic and time-focused, she values reliability, community, and clear trade-offs, balancing hybrid legal work with structured family life.
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
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| Income bucket | Participants | US households |
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Summary
Themes
| Theme | Count | Example Participant | Example Quote |
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Outliers
| Agent | Snippet | Reason |
|---|
Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Parents & School‑connected Households | Caregivers, elementary school teachers, ages ~30–45; prioritize convenience, kid‑friendly, lunchbox/teacher‑gift suitability, nut‑free and low‑sugar considerations. | This group will drive year‑round purchase if cranberries are available as travel‑friendly, low‑sugar snacks and simple baking add‑ins; positioning should emphasize pack sizes for single‑serves, clear sugar labeling, allergy‑and-school‑safe claims, and quick recipe ideas for lunchboxes and classroom bake sales. | Kayla Scoville, Patricia Montiel, Camesha Villalpando, Ali Baro, Krystal Vanderlip |
| Community / Faith Event Hosts & Potluck Regulars | Active in church/PTA/community groups across incomes; need dishes that travel, scale, and present well. | These consumers repeatedly choose cranberries for shareable, low‑effort items. Marketing that supplies make‑ahead recipes (baked brie, meatballs, quick compotes) and multipacks sized for gatherings, plus in‑store displays timed outside November, will convert seasonal reliance into more frequent use. | Andrea Henderson, Roxana Bogan, Daisy Crawford, Misha Richardson |
| Higher‑income Hosts & Entertaining Households | Higher household income, homeowners, frequent entertainers; value provenance and artisanal quality and dislike syrupy, massed canned products. | Premium, less‑sweet frozen or dried offerings with provenance, chef‑style recipes (rosemary compotes, shrubs, cheese‑board pairings) and elegant packaging will command a price premium and encourage year‑round entertaining uses. | Lindsay Kemer, Christina Quinlan, Jessica Pena, Krystal Vanderlip |
| Culinary / Food‑savvy Shoppers and Food Industry Workers | Food professionals and enthusiasts open to technique‑driven applications; seek tartness and versatility for savory uses and beverages. | This cohort will adopt cranberries outside holidays when provided with savory recipe frameworks (glazes, shrubs, pan sauces), lower‑sugar dried/whole options, and packaging that suggests cocktail and condiment uses. They can function as early adopters/influencers for broader consumer acceptance. | Hannah Mendez, Misha Richardson, Jessica Pena |
| Regional / Climate‑Influenced Consumers | Warm‑climate residents (FL, TX, South) vs. Northern/Midwestern residents; summer flavor preferences differ (tropical vs. tart winter notes). | Warm‑climate shoppers perceive cranberries as winter‑only; targeted warm‑weather recipe ideas (cranberry‑citrus salsas, grilled glazes, chilled grain bowls) and lighter formats (unsweetened dried, shrubs for cocktails) are needed to overcome seasonal perception in the South and Sunbelt. | Lindsay Kemer, Leah Lopez, Kayla Scoville, Misha Richardson |
| Cultural / Religious Cooks | Cooks preparing food for religious observances (Shabbat, Sukkot, Hanukkah); value ritualized, recipe‑driven uses. | Cultural traditions already extend cranberry use beyond secular holidays. Recipe development and packaging copy that respectfully highlights cultural/seasonal variants (e.g., pareve breads, charoset adaptations) can reinforce year‑round relevance in these communities. | Terri Peric, Patricia Montiel |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Strong seasonal peak (Nov–Dec) | Nearly every respondent centers fresh cranberry use around Thanksgiving/Christmas, making holiday imagery and timing core to current demand. | Ryan Maciel, Lindsay Kemer, Hannah Mendez, Leah Lopez, Misha Richardson |
| Dried cranberries serve as pantry utility | Dried berries are broadly accepted year‑round as salad, trail mix, baking, and lunchbox add‑ins — a behavior to leverage for incremental growth. | Kayla Scoville, Leah Lopez, Camesha Villalpando, Ali Baro, Krystal Vanderlip |
| Preference for tart / low‑sugar formats | Widespread dislike of overly sweet canned or dried products indicates demand for tart, low‑added‑sugar options and transparent sugar labeling. | Christina Quinlan, Jessica Pena, Madison Solis, Andrea Henderson, Patricia Montiel |
| Stockpile & preservation behavior | Many consumers buy in season and freeze, vacuum‑seal, or preserve to extend availability — signaling opportunity for reliable frozen formats and smaller year‑round retail packs. | Misha Richardson, Kayla Scoville, Ali Baro, Krystal Vanderlip, Madison Solis |
| Social/potluck drivers are high‑leverage | Cranberry dishes are chosen for shareability and ease; positioning cranberries as a go‑to for gatherings can increase non‑holiday frequency. | Roxana Bogan, Andrea Henderson, Daisy Crawford, Camesha Villalpando, Lyndsay Santiago |
| Retail and price sensitivity guides purchase timing | Mentions of Costco/Aldi/Trader Joe’s/HEB/ShopRite show price and pack size cues drive bulk buys; consistent value SKUs and mid‑year promotions can shift timing. | Hannah Mendez, Leah Lopez, Kayla Scoville, Lyndsay Santiago, Ali Baro |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Warm‑climate vs Northern/Midwestern consumers | Warm‑climate respondents view cranberries as winter‑only and prefer tropical summer fruit; northern respondents integrate cranberries into winter ambience and preserve heavily. | Lindsay Kemer, Leah Lopez, Kayla Scoville, Misha Richardson |
| Parents / school‑focused vs Culinary‑savvy shoppers | Parents prioritize convenience, portioning and low sugar for kids; culinary shoppers seek tartness and technique‑driven uses (shrubs, glazes) and are less price‑sensitive for specialty SKUs. | Kayla Scoville, Patricia Montiel, Camesha Villalpando, Jessica Pena, Hannah Mendez |
| Community/faith potluck hosts vs Individual home cooks | Potluck hosts need crowd‑pleasing, transportable, make‑ahead formats; individual cooks (especially gastronomes) seek innovative, small‑batch or craft uses and are early adopters of savory/ beverage applications. | Andrea Henderson, Roxana Bogan, Misha Richardson, Jessica Pena |
| Value‑seekers (cost‑conscious) vs Premium entertainers | Cost‑sensitive shoppers respond to large value packs and promotions; premium entertainers want provenance, less sugar, and artisanal positioning and will pay more for curated formats. | Hannah Mendez, Ali Baro, Christina Quinlan, Lindsay Kemer |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Add summer-savory, 3–5 ingredient recipes on-pack + QR | Consumers asked for fast, warm-weather uses (slaws, grill glazes, grain bowls); on-pack cues convert immediate trial. | Brand Marketing | Low | High |
| 2 | Sugar transparency burst on dried SKUs | Strong dislike of "candy-sweet" dried fruit; a front-of-pack callout (e.g., Xg added sugar, tart-lean) builds trust and trial. | Regulatory & Marketing | Low | High |
| 3 | Mid-year promo + secondary placement for frozen/dried | Off-season avoidance is price/visibility-driven; a "Summer Slaw & Grill" endcap with coupons nudges basket adds. | Sales & Category Management | Med | High |
| 4 | Bilingual social + recipe cards (TX/FL focus) | Warm-climate shoppers need culturally accessible, no-oven ideas; Spanish/English boosts relevance. | Growth Marketing | Low | Med |
| 5 | Community potluck sampling kits | Cranberry apps (brie bites, meatballs) are proven crowd-pleasers; sampling + bounce-back coupon drives repeat. | Field Marketing | Med | Med |
| 6 | Pilot smaller resealable frozen bags (12–16 oz) | Freezer waste and texture concerns limit usage; right-sized, zipper packs reduce risk and increase frequency. | Packaging & Supply Chain | Med | High |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Launch low-sugar/unsweetened dried cranberries (tart-forward) | Develop and commercialize a dried SKU that preserves cranberry acidity with minimal/no added sugar; validate with parents/health-conscious segments; clear label claims and third-party nutrition verification. | Product R&D | 6–9 months to shelf (R&D 8–12 weeks; sensory/claims 6–8 weeks; procurement/pack 8–10 weeks; buyer resets 8–12 weeks) | Supplier capability for low/no-sugar infusion/drying, Sensory testing across segments (parents, culinary-savvy), Regulatory review of "unsweetened"/added sugar claims, Retailer slotting and forecast commitments |
| 2 | IQF Frozen Quality & Pack Revamp | Specify and enforce IQF standards so berries roast/sauté like fresh (not mush); introduce resealable zipper; anti-freezer-burn packaging; conduct cook-behavior validation (roast, sauté, pan sauce). | Supply Chain & QA | 4–6 months (supplier audits/specs 4–6 weeks; line trials 4 weeks; pack change 6–8 weeks; retailer acceptance 6–8 weeks) | Supplier audits and multi-sourcing contracts, Packaging supplier lead times, Retailer pack change approvals, Sensory/cook testing protocol |
| 3 | Cranberry Everyday: Occasion Reframe Campaign | Always-on content and retail media focused on summer-savory uses: slaws, chile-lime salsa, grill glazes, grain bowls, shrubs/spritzers; creator partnerships; 10-minute recipe playbook; in-aisle QR integration. | Brand Marketing | 3–12 months (creative 6–8 weeks; pilot markets at 3 months; scale by month 9–12) | Recipe testing and nutrition review, Creator/influencer contracts, Retail media placements and co-op funds, Asset localization (bilingual) |
| 4 | Channel programs: Costco/Aldi/HEB/TJ’s tailored packs | Value frozen bags + multi-packs at Costco; EDLP smaller frozen/dried at Aldi; HEB bilingual on-pack recipes; Trader Joe’s premium culinary variants (rosemary compote, shrub base). | Sales & Category Management | 3–9 months aligned to reset calendars | Buyer meetings and assortment reviews, Price-pack architecture and margin modeling, Trade spend allocation, DC readiness and forecasts |
| 5 | Lunchbox single-serve dried packs (reduced sugar) | Kid-ready 0.5–1.0 oz snack packs meeting school guidelines; position as tart, not candy lunch add-in; sell in 10–20 count cartons. | Product & Packaging | 6–10 months | Formulation alignment with low-sugar targets, Film/line changeovers for single-serve, School/retail buyer acceptance, Claims review (allergy, school-safe) |
| 6 | Nutrition Transparency & Verification | Publish third-party lab results for sugar content; add QR to certificates; build trust with skeptical buyers and premium channels. | Regulatory & QA | 2–4 months | Lab partner selection, Label/pack artwork updates, Legal review of claims, Site/QR infrastructure |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Off-season sales mix | Percent of annual volume sold Jan–Sep across frozen and dried | +10 percentage points in 12 months | Monthly |
| 2 | Frozen IQF Jan–Sep volume | Total units sold of frozen cranberries outside Nov–Dec | +35% YoY in pilot markets; +20% national | Monthly |
| 3 | Low-sugar dried adoption | Share of dried sales from low/unsweetened SKUs | 25% within 6 months post-launch | Monthly |
| 4 | On-pack QR engagement | CTR to recipe hub and completion of 10-minute recipes (events/unique) | 3% CTR; 30% recipe completion rate | Monthly |
| 5 | Repeat rate (60-day) | Percent of buyers who repurchase frozen or low-sugar dried within 60 days | Frozen 28% ; Dried 35% | Quarterly |
| 6 | Warm-climate penetration | Household penetration in TX/FL markets Jan–Sep (panel data) | +2.0 pts in 12 months | Quarterly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Tart, low-sugar dried may face taste rejection vs existing sweet profiles | Stage a sweetness ladder (unsweetened + reduced sugar), run A/B sensory in target segments, and deploy clear use-cases (savory salads) on-pack | Product R&D |
| 2 | IQF supply or texture inconsistency leads to poor word-of-mouth | Multi-source contracts with spec-based penalties; first-article testing; publish cook-behavior guidance (roast straight from frozen) | Supply Chain & QA |
| 3 | Margin erosion from mid-year promos and smaller packs | Price-pack architecture with value club SKUs offsetting unit margins; trade ROI tracking; packaging cost-down (film light-weighting) | Finance & Sales |
| 4 | Retailer resistance to year-round space for frozen/dried cranberries | Present category incrementality (summer slaw/grill adjacency) and proven potluck velocity data; offer temporary secondary placement and co-op funds | Category Management |
| 5 | Regulatory challenge on "unsweetened"/sugar claims | Early legal review, third-party lab certification, and conservative claim language (no added sugar where applicable) | Regulatory Affairs |
| 6 | Cannibalization of existing sweet dried SKUs | Distinct targeting and pricing; bundle multipacks; optimize shelf sets to expand total facings rather than replace | Revenue Growth Management |
Timeline
3–6 months: Frozen pack revamp in pilot retailers; first "Summer Slaw & Grill" endcaps; community sampling kits; creator content live; lab verification QR published.
6–9 months: Low-sugar/unsweetened dried SKU launch; lunchbox single-serve pilots; channel-specific packs in Costco/Aldi/HEB where approved.
9–12 months: Scale successful pilots nationally; optimize price-pack architecture; expand warm-climate programming; iterate recipes based on QR analytics.
Objective & Context
6Seeds asked: How can we influence people to consume more cranberries outside the traditional holidays? This qualitative program (n=20 per question) shows fresh cranberries are treated as a seasonal showstopper, while dried cranberries function as a year‑round pantry utility. Barriers to off‑season usage concentrate around sweetness of dried formats, reliability of frozen texture, and price/pack/occasion cues that keep the category anchored to Nov–Dec.
What we learned across questions (evidence‑backed)
- Fresh = holiday specialty; dried = everyday utility. All respondents cluster fresh use around Thanksgiving/Christmas (20/20). “Short answer: cranberries are a November–January thing… Thanksgiving anchors it.” — Ryan Maciel. Dried cranberries are used year‑round in salads, mixes, lunchboxes (20/20). “Dried cranberries are my utility player… I don’t love them super sweet.” — Leah Lopez.
- Stock up and freeze to extend the season. 19/20 buy in bulk during season; many freeze; a few can. “I buy 8–10 bags… vacuum‑seal most, and freeze them flat.” — Misha Richardson.
- Shareable, low‑effort appetizers drive social occasions. Baked brie, meatballs, quick breads are repeatable hits (18/20). “Baked Brie with cranberry‑rosemary compote.” — Lindsay Kemer.
- Why usage drops off: Off‑season fresh feels overpriced or “out of place” (20/20), and many judge dried as too sweet (7/20). “Cheapest, best‑tasting in fall… rest of the year they’re overpriced… I stick to dried.” — Catherine Kelly.
- What would persuade year‑round use:
- Low‑sugar/unsweetened dried that taste tart, not candy (20/20). “Show me truly unsweetened dried cranberries that aren’t candy.” — Andrea Henderson.
- High‑quality frozen (IQF‑like) that cooks like fresh (20/20). “Good frozen cranberries that roast well (not mush).” — Lyndsay Santiago.
- Summer‑savory, 10‑minute recipes on pack/POS (20/20). “No‑fuss, summer‑friendly uses… slaw, grilled fish glaze.” — Catherine Kelly.
- Right price/pack/availability (17/20) and clear sugar/sourcing labels (13/20).
Persona correlations and where to play
- Parents & school‑connected households (30–45): Will buy low‑sugar dried in single‑serve lunchbox packs; emphasize nut‑free, clear sugar grams, quick bake‑sale ideas (supported by lunchbox/lunchbox‑adjacent usage across Q1 and desire for lower sweetness in Q3).
- Community/faith potluck hosts: Already choose brie bites/meatballs; scale with make‑ahead kits and off‑season endcaps (Q1 social anchors; Q3 desire for on‑pack recipes).
- Premium entertainers: Respond to tart‑lean, provenance‑forward dried/frozen and chef‑style pairings (rosemary compote, shrubs) (Q1 appetizers; Q2 ritual/nostalgia).
- Culinary‑savvy shoppers: Adopt savory bowls, glazes, shrubs if given tart formats and usage cues (Q1 savory + drinks; Q3 technique asks incl. IQF quality).
- Warm‑climate consumers (TX/FL): Need culturally accessible, no‑oven ideas and bilingual cues; prefer summer‑friendly flavor frames (Q2 preference for other summer produce; Q3 bilingual cues).
- Cultural/religious cooks: Extend relevance via respectful recipe variants (pareve breads, ritual dishes) (Q1/Q2 mentions of Shabbat/Sukkot).
What will move the needle
Address three frictions simultaneously: 1) launch tart‑forward, low‑sugar/unsweetened dried; 2) standardize frozen to IQF‑like quality with resealable packs; 3) reframe usage with summer‑savory, 3–5 ingredient, 10‑minute recipes and value‑right pack sizes in mainstream channels (Aldi/HEB/Costco). These asks map directly to the strongest Q3 themes (all at 20/20 except price/pack at 17/20 and labeling at 13/20).
Recommendations and risk guardrails
- Commercialize low‑sugar/unsweetened dried SKUs with front‑of‑pack sugar transparency and third‑party verification (Q3). Risk: taste rejection vs sweet norms; mitigation: offer a sweetness ladder and savory use‑cases on‑pack.
- Revamp frozen to IQF spec + resealable, anti‑freezer‑burn packaging and validate cook behavior (roast, sauté) (Q3). Risk: texture inconsistency; mitigation: multi‑sourcing with spec penalties and first‑article testing.
- On‑pack/POS “Summer Slaw & Grill” playbook with QR to 10‑minute recipes; bilingual in warm‑climate markets (Q3). Risk: retailer space; mitigation: temporary secondary placement with co‑op funds.
- Channel‑specific packs: value frozen at Costco; EDLP smaller packs at Aldi; H‑E‑B bilingual; TJ’s premium culinary variants (Q1 retailer cues; Q3 price/pack).
- Community sampling kits for potlucks/faith events featuring brie bites/meatballs plus bounce‑back coupons (Q1 social proof).
Next steps and measurement
- 0–90 days: Add sugar‑transparency bursts and QR recipe stickers; audit frozen supplier specs; plan mid‑year “Grill & Slaw” endcaps in pilot markets (TX/FL + one Northern control).
- 3–6 months: Launch frozen pack revamp in pilots; deploy community sampling kits; roll bilingual creator content.
- 6–9 months: Launch low‑/no‑sugar dried (incl. lunchbox singles); negotiate tailored packs with Costco/Aldi/HEB/TJ’s.
- 9–12 months: Scale winning SKUs/programs nationally; optimize price‑pack architecture and recipe mix via QR analytics.
- KPIs: Off‑season sales mix Jan–Sep +10 pp in 12 months; Frozen Jan–Sep units +35% YoY in pilots (+20% national); Low‑sugar dried share = 25% of dried within 6 months; On‑pack QR CTR ≥ 3% with ≥ 30% recipe completion; 60‑day repeat: Frozen 28%, Dried 35%.
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For each item below, what is the highest price you would likely pay off‑season? (enter dollars and cents) • Unsweetened/low‑sugar dried cranberries (10–12 oz) • Dried cranberry snack pack (1–2 oz) • IQF frozen cranberries (12 oz resealable)matrix Establish willingness-to-pay to set target price points for low‑sugar dried and IQF frozen launches.
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Which pack size would you most often buy off‑season for each product type? Rows: Dried cranberries; IQF frozen cranberries. Columns: Snack/Single‑serve (1–2 oz dried; ~8–10 oz frozen), Medium household (10–12 oz dried; 12 oz frozen), Family size (20–24 oz dried; 24 oz frozen), Bulk/Club (32 oz+).matrix Identify optimal pack sizes to guide packaging, inventory, and channel assortments.
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Please indicate which features would most increase your likelihood to buy cranberries off‑season (MaxDiff). Items: No added sugar dried; Lightly sweetened with fruit juice; Lower added sugar than leading brands; IQF frozen that stays firm after thawing; Small resealable bags; 1–2 oz snack packs; Clear front‑of‑pack sugar grams; U.S.-grown/traceable; On‑pack 3–5 ingredient savory summer recipes; Bilingual English/Spanish recipe cues.maxdiff Prioritize product and messaging features that most drive off‑season purchase.
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Thinking about spring and summer, for each occasion choose the cranberry form you would most likely use (or ‘Would not use’). Rows: Weeknight dinners, Weekend BBQ/cookouts, Picnics/park/beach days, Lunchboxes/work lunches, Entertaining/appetizers, Beverages/mocktails. Columns: Would not use, Fresh, Dried, Frozen, Sauce/Purée.matrix Pinpoint high‑potential warm‑weather occasions and the form to feature in recipes and merchandising.
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Where would you be most likely to purchase cranberries off‑season by product form? Select all that apply for each row. Rows: Dried cranberries; IQF frozen cranberries; Fresh cranberries (if available). Columns: Supercenter (e.g., Walmart/Target), Traditional grocery, Club store, Dollar/discount, Natural/organic grocer, Online retailer/Instacart, Brand website/direct.matrix Direct distribution and placement strategy by form and channel.
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How likely are you to use each of the following to discover quick cranberry ideas for warm‑weather meals? Items: On‑pack 3–5 ingredient recipes; QR code to 15‑minute recipes; TikTok/Instagram short videos; Pinterest recipe pins; Retailer app shoppable recipes; Email newsletter recipes; In‑store shelf tags/recipe cards.likert Allocate content and shopper marketing investment to the most effective recipe formats.
Main insights: off‑season penetration is constrained by three frictions—over‑sweet dried formats, inconsistent frozen quality/pack size, and weak warm‑weather occasion framing and value cues. Respondents would increase year‑round use with truly low‑/no‑sugar tart dried cranberries, reliable IQF frozen that cooks like fresh in small resealable bags, clear sugar/sourcing labels, bilingual quick savory summer recipes, convenient lunchbox packs, and consistent availability/price in mainstream value channels.
Takeaways: launch a tart‑forward, low‑sugar dried line and revamp frozen to IQF standards with 12–16 oz resealable packs; reframe usage with 10‑minute summer‑savory recipes on‑pack/QR and mid‑year endcaps; add sugar‑transparency badges and kid‑ready single‑serves. Prioritize Costco/Aldi/HEB/TJ’s for price‑pack fit and potluck/school/faith events for sampling, and track off‑season mix, frozen Jan–Sep units, low‑sugar dried share, and QR recipe engagement to confirm behavior change.
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