Russians prefer their Lay's potato chips dusted in caviar and crab flavors. The Chinese like their Oreos stuffed with mango and orange cream.
Americans might get squeamish at the thought of their favorite snacks being tweaked. But what works in the U.S. doesn't always work everywhere.
In other words, Lee Linthicum, a market researcher, says: "It can't be some generic mix of spices that might fool an American."
Food-makers long have tinkered with their products to appeal to regional tastes, but getting the recipe just right is becoming more important than ever. That's partly because people in developing nations such as China and India are gaining more of an appetite for American-style "on-the-go" foods as they work longer hours and have less time to cook. But it's mostly because snack-makers increasingly are looking for growth in other parts of the world as sales slow at home.
Snacks in a different land
The challenge for snack-makers is that people in other countries have different tastes.
Consider the Oreo, which Kraft Food introduced in China in 1996. Sales of the vanilla-cream-filled chocolate cookie sandwich were respectable there, but the Chinese didn't completely take to it.
So Kraft decided to tweak the Oreo. But executives of the Northfield, Ill.-based company knew they had to proceed with caution.
"When you have a brand that's 100 years old, you don't mess with the recipe thoughtlessly," says Lorna Davis, head of the company's global biscuit and cookies business.
Kraft worked with a panel of consumer taste experts from around the world to identify the characteristics of the Oreo -- including color, crunchiness, bitterness, color -- that were likely to appeal to Chinese tastes.
Executives learned through research that the Chinese don't like their treats as big or as sweet as Americans do. So the company redesigned the classic recipe to create a cookie that was a tad smaller and a touch less sweet.
Hundreds of Chinese consumers tested the new Oreo. It was a hit.
After noticing sales of Oreos were lagging in China during the summer, Kraft added a green tea ice cream flavor. The cookie combined a popular local flavor with the cooling imagery of ice cream. The green tea version sold well, and a year later, Kraft rolled out Oreos in flavors that are popular in Asians desserts -- raspberry and blueberry, mango and orange.
The result? Over the past five years, Kraft said sales have grown an average of 60 percent a year, though it declined to give revenue amounts. The Oreo now is the top-selling cookie in China with a market share of 13 percent.
Kraft, which operates in more than 80 countries, is taking a similar approach with other snacks.
In Saudi Arabia, Kraft offers its Tang powder drink in a lemon-pepper flavor. In Mexico, it comes in tropical fruit flavors such as tamarind and mandarin, and a hibiscus version fashioned after the flower. Sales have nearly doubled to $1 billion worldwide since Kraft rolled out the localized versions in 2006.
Kraft's ability to adapt to local tastes is increasingly important as it looks for growth overseas. The rise in international revenue at Kraft was more than double the increase in North America last year.