‘New snacks as krokodel tend to not hang around for long’
Remarkable neo-snacks as ‘krokodel’ get a lot of media attention. Deep-fried innovations do to stay a second, say snackexperts. “The snackbarbezoeker is conservative.”
Of the discodel to the kebabsoufflé: regularly get snackbarbezoekers a new fat bite me). As the Friday festively presented krokodel: a croquette with frikandellenragout.
“It is a big joke, but when it became known it went very hard. I was day and night calls from journalists, interested parties, everyone”, says Guillaume de Beer, chef at Amsterdam’s restaurant BREDA and inventor of the krokodel.
Often, new snacks as the krokodel not last long. “The consumer is conservative. Each year, dozens of new snacks being introduced that after a few years no longer see,” says horecajournalist Ubel Zuiderveld.
“I remember black fritessaus during the festival Zwarte Cross, and frinkandelpepernoten around Christmas. The are often marketing gimmicks.”
Zuiderveld explained the Dutch snackcultuur in The National Snack Handbook. “Reasonable successes are the souflesse (a luxury kaassouflé with scalloped edge, red.) and kipsnacks as the kipcorn. The last really successful introduction before that dating back to 1984: the Mexicano.”
The failures are far more numerous. Zuiderveld: “Groentesnacks for example: broccoli or cauliflower in a crispy jacket. Very good, but it never came of the ground. Also wraps I expected ever to much.”
Bredanaars think of together with a top chef, the Bear, the Krokodel
Someone with popular snackinnovaties behind his name is Formula-marketer Quentin van der Pan. For the stationsketen think he maandsnacks. Currently is that the ‘kebabsoufflé’: a combination of a kaassouflé and doner.
“That was after a weekend where I have three salons had eaten. On Monday, I told a colleague and as a supplier: we can not do something with kebab? Then fell the word kebabsoufflé. We looked at each other and knew instantly: this is it. Within a few weeks the product is ready.”
Goes so fast it is not always. It also took the development of the babipangangkroket including intervals of two years. Occasionally stores a product death, such as the Booster: a frikandel with Red Bull in it. “I found myself also not good. He was only by hardcore energiedrankfans appreciated,” says Van der Pan.
A possible explanation for the experiment with snacks is that the traditional croquette and frikandel on their peak. “That does not grow more”, says Zuiderveld. “The sector is very seeking. It is waiting for a ‘new frikandel’: a snack that is widely popular can be.”
Krokodelbedenker The Bear suspects that his brainchild. “It is technical, marketing a good idea to have the two most popular snacks to combine. You can’t choose; go for the krokodel.” According to The Beer do the krokodel no flash in the pan.”We have already been approached by several parties.”
In the Formula stands for the future, including a milkshake with bacon planned. “This requires some audacity of the consumer,” says Van der Pas. “But the combination of sweet and savoury works well. Just like the chocolate bars with salt from Tony’s Chocolonely.”
The snackkenners have more croquettes and frikandellen as personal favorites. “But a croquette with blokjesvlees,” says Zuiderveld. “Not with pulled pork.”