A product that overperforms: COLUMBUS® Snack Trays are driving strong results for operators
For convenience services operators, micro market cooler space is valuable real estate. To earn a spot on the shelf, a product needs to deliver strong margins and consistent sales velocity. COLUMBUS® Snack Trays meet those key criteria.
“Consumer interest in high protein snacks isn’t going away anytime soon,” said Jens Knudsen, senior national sales manager of vending, convenience, distribution and travel at Hormel Foods. “Consumers want snacks that are satisfying and offer real nutritional value.”
A 2025 Glanbia study reports that protein snacking is popular across generations, with most Gen Z (60%), Millennial (64%), Gen X (65%) and Boomer (58%) consumers specifically looking for protein in their snacks.
High protein snacks that can serve as a light meal have ignited sales of premium refrigerated snack trays across micro markets and other unattended environments. Within that fast-growing category, COLUMBUS® Snack Trays, already well established in convenience stores nationwide, are emerging as a standout performer in micro markets, often exceeding operator expectations for both profitability and demand, according to Knudsen.
A reputation for quality
The COLUMBUS® brand itself has more than 100 years of heritage in premium deli meats, originally founded in San Francisco and long associated with charcuterie-style entertaining and high quality cured meats. COLUMBUS® Snack Trays, featuring premium meats and cheeses, along with artisan crackers, allowed the company to translate that heritage into a single-serve, grab-and-go format designed for today’s on-the-go consumer.
“The COLUMBUS® brand has always done well with occasions like charcuterie boards and gatherings,” Knudsen said. “The snack tray allowed us to bring that same quality into a single-serve format that consumers can enjoy anywhere.”
Overperformance
“One theme we hear from operators again and again is that the product overperforms what they expected,” Knudsen said. “Over the past several years, consumer expectations around snacking have evolved dramatically. Rather than grabbing a quick bite, many consumers are looking for options that deliver protein, higher-quality ingredients and a real sense of satisfaction.”
While COLUMBUS® Snack Trays fit squarely into that emerging consumer mindset, Knudsen noted that some operators initially express concern about the $5.99 retail price, placing them toward the higher end of the refrigerated snack category. According to Knudsen, that premium price point has not slowed consumer demand. “What we’ve seen is that once the product is on the shelf, the velocities remain strong and typically exceed expectations. We are often outselling lower priced alternatives and for operators who carry COLUMBUS® Snack Trays, the margins are very attractive. The combination of premium pricing and strong sales makes for a powerful profitability equation,” he added.
Powerful packaging
The packaging used for COLUMBUS® Snack Trays adds to the product’s premium image. It is black banded in the middle with information in the logo. “The top and bottom are see-through. That allows you to see the product itself,” Knudsen said. “You can see the meat, the cheese and the cracker. It’s not just a picture. It’s not just a promise. It is the actual product itself.”
Within the COLUMBUS® Snack Tray portfolio, several varieties are proving particularly strong performers for operators.
- The COLUMBUS® Genoa Snack Tray is currently a flagship item in the lineup. It features Genoa salami paired with Fontina cheese and premium rosemary crackers, offering a balanced combination of protein and flavor.
- Another core item is the COLUMBUS® Uncured Pepperoni Snack Tray, which pairs uncured artisan pepperoni with mozzarella cheese and the same premium cracker accompaniment.
Both products showcase the high-quality deli meat that COLUMBUS® is known for. Knudsen noted that “everything on the ingredient list is recognizable, and you’re getting the same high-quality COLUMBUS® meats that consumers know from the deli counter.”
Introducing the COLUMBUS® Pepperoni Panino Snack Tray
The lineup is also expanding. This spring, Hormel Foods is introducing the COLUMBUS® Uncured Pepperoni Panino Snack Tray, a new format that features two pepperoni-and-cheese paninos paired with crackers and a dark chocolate dessert component.
“This new panino offering extends the brand’s snack tray concept into an even more meal-like experience for consumers seeking a satisfying grab-and-go option,” Knudsen said. “We will also be rolling out a COLUMBUS® Genoa Panino Snack Tray.”
Operator efficiency
In addition to strong sales performance, COLUMBUS® Snack Trays were designed with operator efficiency in mind. Knudsen explained that each product ships in eight-count display-ready caddies, allowing operators to place the entire case directly into the refrigerated set without repacking individual units. “That display-ready packaging means you can go straight from case to shelf,” Knudsen said.
Hormel Foods has also focused on supply chain management and shelf-life optimization to ensure operators have sufficient time to sell through product inventory. “We’ve put strict controls around code dating and distribution to make sure operators have the right sell-through window,” he said.
Growth ahead
Knudsen sees steady growth ahead. COLUMBUS® Snack Trays are now sold in close to 25,000 convenience stores nationwide, where the brand continues to see strong growth. According to Knudsen, operators ranging from large national providers to independent micro market operators have already introduced COLUMBUS® Snack Trays into their refrigerated assortments. “We’ve seen success across the board,” he said.
For more information about COLUMBUS® Snack Trays, visit the website at https://www.hormelfoodservice.com/convenience/
Bob Tullio’s take on COLUMBUS® Snack Trays
I have known the COLUMBUS® brand for many years, and it is encouraging that this type of quality product is now available and thriving for operators in the micro market channel. The success of COLUMBUS® Snack Trays confirms what the data is telling us:
- Gen Z and Millennials will pay more for quality
- Impressive packaging makes a difference
Most importantly, the product is delicious. After tasting the samples that I was happy to receive, my favorite — the COLUMBUS® Genoa Snack Tray with Genoa salami paired with Fontina cheese and premium rosemary crackers. The difference between this level of quality and some of the economy brands is dramatic.
I also became immediately attached to the new COLUMBUS® Uncured Pepperoni Panino Snack Tray, a new format that features two pepperoni-and-cheese panino sandwiches paired with crackers and a dark chocolate.
About the Author
Bob Tullio
Bob Tullio is a content specialist, speaker, sales trainer, consultant and contributing editor of Automatic Merchandiser and VendingMarketWatch.com. He advises entrepreneurs on how to build a successful business from the ground up. He specializes in helping suppliers connect with operators in the convenience services industry — coffee service, vending, micro markets and pantry service specifically. He can be reached at 818-261-1758 and [email protected]. Tullio welcomes your feedback.
Subscribe to Automatic Merchandiser’s new podcast, Vending & OCS Nation, which Tullio hosts. Each episode is designed to make your business more profitable.