It comes with separate compartments for dry seasoning — ranch, chili lime or salsa — and 2.25 ounces of baby carrots. The bag’s center is pinched and pulled to release the seasoning, then shaken before opening.
It launched in the three cities in mid-August. Suggested retail price is 99 cents.
“This is a completely new type of carrot product,” said Suzanne Ginestro, vice president of marketing for Bakersfield, Calif.-based Bolthouse Farms. “It’s something we’re excited about and wanted to get into a few markets first to be sure we launch it right. The intention is to roll it out nationally once we gain traction in these areas. We hope to have them more broadly across the U.S. by the spring.”
Retailers in the trial markets include:
- Indianapolis: Wal-Mart, Kroger and Meijer;
- San Antonio: Wal-Mart and H-E-B; and
- Seattle: Wal-Mart, Safeway, Haggen Food & Pharmacy and Metropolitan Market.
“It starts to make baby carrots function like junk food,” Ginestro said. “With chili lime, for example, you can crunch on them like you would a bag of chips. But it’s a lot better for you.”
ShakeDowns total 25 calories per bag. It’s aimed at the snack market.
“We’ve tested it and it’s broadly appealing for children and adults,” Ginestro said. Early on, ranch has been the most popular flavor. The salsa is a sweet variety, she said, and shoppers seeking a spicy flavor are likely to opt for chili lime.