Sam's Club Samples a Sweet Exclusive

a can of soda in front of a refrigerator

Sam’s Club received an exclusive launch window for B&G Foods’ Twix "Shakers Seasoning Blend."

Created through a licensing agreement with Mars Inc., the sweet seasoning is available in a 13.5-ounce shaker and designed to complement ice cream, milkshakes or baked goods. The seasoning launched at and Sam's Club stores on Sept. 1 and will roll out to other online retailers and grocery stores later this year, according to a media release.

In stores, the new SKU gets the spotlight via the warehouse club's "Tastes and Tips" digital demo sampling program, a contactless option introduced due to the ongoing COVID-19 pandemic that increases brand visibility and merchandising accessibility. The Twix Shakers sampling station is outfitted with a sign positioning the seasoning as "what candy can be" and depicting a QR code that direct shoppers to, where shoppers can watch a promotional video (see below) and buy the SKU. 

"We are thrilled to introduce our first chocolate bar-inspired seasoning blend with the launch of Twix Shakers Seasoning Blend," B&G Foods brand director Steve Finnie said in the release. "Consumers can expect everything they love about the flavors of Twix in this delicious seasoning. Sweets and seasonings can combine to create a fun new category — and consumers are going to enjoy eating it on their favorite treats!"

Sampling is Back

Other brands that have also recently launched digital demos at Sam's Club include Bimbo Bakeries' Thomas' and The Wonderful Co.'s Wonderful Pistachios, while private label Member's Mark and Tyson are among those piloting a return to full sampling, once again offering bite-size tastes on the spot. Sam's Club announced the re-launch of sampling in June, initially only on weekends and in limited quantities, with new safety measures such as sealed samples. Member's Mark also got the spotlight via a food truck that toured Sam's Club parking lots in the central U.S. this summer serving up items such as Angus beef cheeseburgers, baked beans with brisket and double dipped mini ice cream bars.

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