It’s State Fair Time

While September typically means the end of summer, it also means that it’s time for carnival rides, everything-you-can-eat-on-a stick, peeking in the animal barn and getting ready to go back to school. However, Covid19 has changed the way we will experience the fair this year. But fortunately, state fairs and CPG brands have kicked it into high gear to offer some of the food experiences you’ve been looking forward to since the last state fair!

This year, the Minnesota State Fair (MSF) successfully innovated ways to provide a safe but fulfilling state fair foodie experience.

·      For $20, you can purchase a “drive through” ticket to the MSF. What that means is that you can drive through the fair and visit your favorite food vendors without getting out of your car. These tickets sold out within three hours.

·      Some MSF brands have teamed up to provide the great eating experience right in your home. For $60, you can order the State Fair To-Go box for five people to be delivered in an insulated cooler. Cheese curds, corn dogs and Sweet Martha’s Cookies are just a few of the foods you’ll enjoy upon having the MSF delivered to your home!

·      Many of the MSF food trucks are pulling up to local parking lots and breweries to provide pop-up food experiences. You’ll have the neon lights, the delicious smell of pronto pups, and the long lines to make you feel like you’re at the fair.

·      The MSF is actually selling MSF branded soda and beer cups to make your at-home fair experience that much more authentic!

But it’s not only the food that fairgoers are missing. The crowning of Princess Kay of the Milky Way is a time-honored tradition at the MSF. This year, the coronation happened via Facebook rather than in person. And as for the butter-sculpted royal court? Those were unveiled the following day via Facebook as well.

And if you’re craving your favorite MSF food and don’t know where to find it, just download the FairEats app or be one of the 175,000 people to join the Fair Food Finder page on Facebook. They will help you locate where and when your favorite food vendors will be selling their products outside of the fairgrounds.

Midway Flavors to Your Door

CPG brands have also begun to innovate to capitalize on the lack of in-person state fairs this year.

Oreo launched their Oreo State Fair cookie this summer. Bake for 5 minutes in your home oven and you have a crunchy coating on the outside and an ooey-gooey creamy warm sandwich on the inside.

Jeni’s Ice Cream introduced five state fair flavors, which can be delivered right to your door. Jeni’s State Fair Collection is inspired by a mix of their favorite summer memories and vibes from the carnival midway. Try Sun-Popped Corn or Watermelon Taffy to take you back to some of your favorite summer state fair memories. Jeni’s even developed a virtual state fair on Instagram, which walks you through your favorite sights and sounds of the midway.

Borden Dairy came out with three state fair inspired flavors for their small bottles of milk. Can’t decide between Banana Taffy, Blueberry Cobbler or Cotton Candy? Then try all three.

While we’ll miss the energy and lights of the MSF, there are many opportunities for you to enjoy the smells and taste of the midway. From a CPG perspective, what can your brands do to help bring a smile to the face of your customers who are craving just a little bit of that end-of-summer joy?