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    Snyder’s of Hanover
    Drives Over 260% Growth By Taking Control of Its Brand Identity

    Food brand Snyder’s of Hanover embraces digital transformation with Salsify.


    Snyder’s of Hanover Since selling its first pretzel in the early 1900s, Snyder’s of Hanover has since developed, manufactured, and distributed a wide range of snack foods worldwide.

    The brand was acquired by Campbell Soup Company in 2017 and has since embraced digital transformation to reach new audiences, selling its products at both brick-and-mortar retailers and online through channels like Walmart and Target.

    The Challenge

    Campbells Snyders Digital Transformer Awards Ceremony

    The Snyder’s of Hanover team previously faced several issues familiar to most food and beverage brands: scattered product information, a slow go-to-market process, and a lack of control over their brand presence online.

    Doug Hammond, ecommerce analyst within the snack division of the Campbell Soup Company that oversees Snyder’s of Hanover, highlighted how fixing the listing for a single 32-oz pretzel product took his team a long time to update. And this process wasn’t exclusive to this product — most items took several weeks to finalize.

    Hammond knew his team needed to embrace digital transformation and partnered with Salsify to make changes to speed time to market and support growth across channels.

    The Solution

    Streamline Go-To-Market Processes The Snyder’s of Hanover team used Salsify to centralize its product information, allowing them to easily access, manage, and update content to ensure accuracy across its priority retail channels. This change has streamlined their go-to-market processes, giving them the ability to power new growth.
    Syndicate Content to Retailers As ecommerce continues to grow, Hammond wanted to make changes to drive the business forward to embrace digital transformation. After implementing Salsify, he launched a new syndication process that allows his team to activate and update content in real-time on priority channels.content in real-time on priority channels.

    Through our work with Salsify, we are now able in real-time to get a project live, whether it’s a new-item setup or a content refresh, within moments — and we know that it’s best-in-class content we can trust.

    Doug Hammond, Ecommerce Analyst, Snyder’s of Hanover

    The Results

    260% Growth Increase The Snyder’s of Hanover team made a significant impact on its ecommerce growth with Salsify. After relaunching its 12-brand assortment on, they saw a growth increase of over 260% on the channel. This success allowed them to apply these ecommerce efforts to other retailer channels.
    Improved Speed to Market After using Salsify to create a central source of truth for its product information, the Snyder’s of Hanover team can now efficiently complete updates in real-time using syndication, avoiding the previous weeks-long process for updates.

    The digital transformation that Snyder’s of Hanover is making is absolutely because of Salsify and the folks that work with us every day.

    Doug Hammond, Ecommerce Analyst, Snyder's of Hanover

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