Remember when it was “two weeks to flatten the curve”? Try two years.

No doubt, COVID continues to affect day-to-day work and life for millions. But it’s also created the recipe for ASI Media’s 2021 Product of the Year.

How? Take companies desperate to express appreciation at a distance; mix in a society still reeling from the effects of long-term isolation; and sprinkle in a group of astute promo suppliers who added a variety of fresh and unique brands.

The result is an all-you-can-eat buffet of sales from promo’s hottest category: food gifts.

Already a perennial favorite in the promotional products industry, particularly in the fourth quarter, food gifts exploded during the pandemic. ESP data shows that food gift searches increased by 25% in 2020 compared to 2019. In November ’20 alone, searches spiked nearly 70% compared to November ’19.

And while searches in 2021 decreased slightly compared to last year (as live events and in-person work returned, along with dormant product categories that suffered in ’20), searches for food gifts this year through 11 months were still up 22% compared to 2019.

In other words, the heightened popularity of food gifts is here to stay. Distributors across North America have become wise to the fact that food is a universal item that appeals to a key human need: to eat. End-buyers don’t have to juggle different sizes and styles (as they would with apparel) or differing preferences in hard goods. And most importantly, it shows appreciation and gratitude to the recipient, which has been sorely needed these past two years.

“Food gifts are universal, and that’s the beauty of them,” says Mike Fossano, vice president of account services at Premier Communications Group (asi/298496). “Our clients want to offer an experience and if they can get their brands out there in a utilitarian way, that’s a good thing.”

No less important than sustenance is the human need for comfort. Consider that, according to the most recent figures from the Census Bureau’s Household Pulse Survey, the number of adults reporting symptoms of anxiety and depression in October 2021 was nearly a third of the U.S. population (32%), up from 11% between January and June 2019. And where do people often find solace? In the pantry.

“It’s more than an essential need,” says Joelle Stahlecker, marketing coordinator for Maple Ridge Farms (asi/68680). “It provides powerful messages, like nostalgia and appreciation. It’s all about comfort and joy, which have been especially important during pandemic isolation.”

Feeding From Afar

Starting during the early days of the pandemic amid remote work and lockdowns and then continuing throughout 2021, food gifts became an ideal solution for companies that wanted to recognize their team members and loyal customers at a distance.

“We’ve definitely seen an increase in demand for food this year,” says Rachel Leone, president of Leone Marketing Solutions (asi/251966), whose go-to products include high-end chocolate and Mrs. Fields cookies from Top 40 supplier NC Custom (asi/44900), gourmet brownies from Fairytale Brownies (asi/53518) and mug stuffers from Midnite Snax (asi/71685). “Companies like law offices, tech firms and ad agencies aren’t doing holiday parties or events yet, so they’re sending gifts.”

Fossano says food has been especially popular with B2B clients, like real estate and insurance agents. “More thought is being put into it,” he says. “Food connects people who haven’t been in-person for a long time.”

Though food can be a communal experience, it’s also the perfect at-home treat. Even better, suppliers have broadened their offerings and perfected their shipping to deliver a whole host of fresh goods – fruits, cheeses, bagels, soft pretzels, and even ice cream.

For example, Echo Valley Meats (asi/51576) has fresh meat and cheese gifts, including hickory-smoked hams, steaks, sausages, spreads and spices – perfect for assembling charcuterie boards, which increased in popularity this year during lockdowns (see sidebar). Products can be shipped within two or three days to any domestic location from the company’s Illinois headquarters; after they’re cut fresh, they’re vacuum-sealed and packed in dry ice.

“Instead of office parties, end-buyers in real estate and finance are sending lists of 100 addresses so we can drop-ship gifts to homes,” says Phil Raso, Echo Valley’s vice president of sales. “Demand for food gifts grew in 2020 and hasn’t come back down. We’ve had two record years.”

To be clear, the appeal of food isn’t just limited to the home. As trade show and event calendars fill up again, Katie Coullard, director of marketing at Panola Pepper (asi/75787), says clients are coming to the company for hot sauces that make ideal booth giveaways. “Our 1.7-oz. Cajun and Gourmet sauces are packaged in travel-safe plastic bottles,” she says, “so they’re ideal for people flying to shows.”

Another easy-to-carry item: containers of edible cookie dough. Rana Lustyan, CEO and founder of Edoughble (asi/51667), says her company’s unique product, made of all-natural ingredients, is something unexpected; recent clients include veterinarian offices, pharmaceutical companies, financial services, tech/social media firms like Pinterest and entertainment networks such as Showtime, Hulu and NBC. Like with dinner kits and other sweet treats, it may evoke simpler childhood days. In fact, a primary inspiration for Edoughble was Lustyan’s memories of eating raw dough from the bowl after baking with her mother and grandmother. “It’s not your average baked good,” she says. “It’s celebratory and nostalgic. It brings people back to childhood, and they’re looking for that right now.”

As an increasing number of retail food companies and distinctive small vendors enter the industry, buyers are willing to pay for brand recognition or a unique story.

“Budgets are being put toward higher-end food gifts,” says Fossano. “Clients aren’t spending as much yet on in-person events, and they’re still making up for not being together. They’re doing it in unexpected ways, with bigger gifts.”

All in the Presentation

Food is memorable but fleeting – eaten in an instant, with the memory of enjoying it lingering long afterward. Distributors and suppliers learned long ago that with a disposable item like food, packaging is crucial to make a lasting impression. And as kitting and fulfillment took off in the past two years, those natural strengths with food gifts became even more accentuated.

In short, custom packaging/presentation is a must-have. Leone says gift towers, with a variety of foods, have worked well for clients. “They’re asking for branded boxes with chocolate and candies, as well as branded ribbon and card inserts,” she says. “We’re bundling them with hard goods like blankets, tumblers and popcorn tins for cozy nights in.”

Among the many packages arriving on a given doorstep (with e-commerce skyrocketing), clients want a presentation that allows their brand to stand out, says Fossano. “People have been apart from each other, so companies want components with that ‘wow factor’ that elevate the brand,” he says.

Branded packaging from Edoughble has a fun, whimsical look and features a logo, message or photo on the box lid and dough container lids inside, as well as sprinkles in brand colors. Customers can also choose to include a branded spoon and a customized card insert.

And now, with promo companies honing their fulfillment and kitting process during surging demand, food has become a critical piece to add to bundles of promo items delivered to homes. Coullard at Panola Pepper says the supplier’s gourmet sauces pair well with coolers and other houseware items, and Echo Valley Meats is a licensed YETI dealer, so it has been combining food gifts with the retail brand’s high-end coolers. Edoughble’s cookie dough has been kitted with branded scoops and bowls.

In fact, the sheer demand of food gifts in kitting compelled major suppliers to add them to their line-up. As part of its Perfectly Packaged fulfillment service, Top 40 supplier PCNA (asi/78897) now offers snacks like CLIF Bars, Tate’s Bake Shop cookies, Ghirardelli chocolate and Stash Tea that pairs well with apparel, drinkware, coolers and tech accessories. Top 40 supplier Gemline (asi/56070) expanded into food four years ago with its Gourmet Expressions collection, and recently added Lush Wine Mix and fair-trade Taza Chocolate to its menu of nearly 30 brands. At the time, Gemline President Frank Carpenito credited “record demand” in “experiential gift-giving” for the new additions.

Gift sets with food are par for the course. For the holidays, NC Custom recently offered a DIY s’mores kit with a hot chocolate bomb and apron or tote, and also carries comforting items such as the Holiday Relaxation Set with Mrs. Fields cookies, vanilla lip balm and a gingerbread-scented candle.

Maple Ridge Farms’ gourmet chocolates were part of a branded kitted box with a “My Favorite Things” theme; it also included an ugly sweater wrap, matching ornament and Bluetooth speaker with holiday playlist.

With product and packaging, distributors can offer an instant event through food. To create an experience in a box, Fossano’s team sent out a self-promo called “Let’s Get Saucy” from NC Custom that included pasta, sauce, cured sausage and olive oil in a branded box. It provided a dinner experience for recipients along with well wishes during a time when most people were cooking at home. “Clients are sending mini meals, as well as ‘movie night’ tins with popcorn kernels and a popper; pizza kits with a cutter and apron; and BBQ kits with custom cutting boards, spices and grilling utensils,” says Fossano. “They want to send useful things to break up the monotony.”

Another selling point: food gifts are usually made-to-order domestically, so distributors can avoid much of the supply chain disruption that’s been plaguing the industry lately. Echo Valley Meats sources its product from domestic processors, says Raso, while dough from Edoughble is handmade to order in California, and can be kept at room temperature for two weeks.

“Food gifts are more reliable,” says Fossano, “though because they’re so popular, inventory can still be a challenge. But we’ve been able to find solutions.”

The sheer variety of food gifts available in the industry presents a welcome experience that’s become increasingly important as people continue to grapple with uncertainty. “Food brings people together by showing gratitude and celebrating,” says Stahlecker. “They remind employees and customers that they’re appreciated.”