SeafoodSource interviews Caroline Tippett, Phillips Foods’ director of strategic development, about the recent launch of the Phillips Crab Crunchers line of value-added crabmeat. Tippett discusses the product’s development and goals for launch, its target market and opportunity for growth.
Grandin: What were the goals behind creating Philips Crab Crunchers?
Tippett: Our main goal of creating the Crab Crunchers™ line was to satisfy the need for new, on-trend ways to affordably menu crab. Crab Crunchers™ are competitively priced. An operator can menu five Buffalo Bleu Crab Crunchers™, Celery and Blue Cheese Dipping Sauce for USD 8.99 and make a gross profit of USD 6.55.
What is the target market for this line?
Crab Crunchers™ are best used as an appetizer or bar food. They are priced to fit the menu needs of casual dining, pub/brewery operations or even catering segments.
Who is currently carrying this product at retail and foodservice?
Crab Crunchers™ were just recently launched in foodservice. We are currently showing them to potential national account customers as well as working on adding them to our retail product line.
What has the response been so far from the foodservice and retail industries?
We have received a very positive response to the product in foodservice. Customers like the flavor profiles, the crunchy texture and the competitive price point.
Does this line fill a hole in the prepared/value-added seafood product market? Why did Philips launch it?
In terms of crab, we are always looking for new, unique ways to offer prepared/value-added options for our customers. We are one of the few crab importers who offer prepared/value-added products, and we try to lead the way in innovation for the industry.
We have a culinary center in Baltimore where our R&D staff is continuously working on new product concepts. With the recent effects of the economy on operators, we have been looking for lower priced options on new products to help our customers reach their gross profit goals while still serving quality products. Crab Crunchers™ fill this need.
Does Philips have plans to expand this line?
Our corporate executive chef, Dennis Gavagan, and our executive chef, John Degges, have created numerous other options varying in flavor profile and composition. As soon as we can fully gauge the market perception of this line, we will choose one or two of these options for a line extension.
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