Store Brands

APR 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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5 6 Store Brands / April 2016 / Category Intelligence: Salty Snacks McGolrick, senior director of category management and customer marketing for Massillon, Ohio-based Shearer's Foods LLC, which manufactures a variety of salty snacks. Show snacks off To grow sales, retailers need to show their store brand salty snacks a little more love outside of product development, too. "The biggest mistake we see is retailers not prioritizing their store brands relative to the [national brands] with regard to merchandising, product branding and positioning," Carpenter says. According to Deal, retailers should employ a variety of marketing strategies to attract shoppers, including floor displays, signage explaining product benefits and product demos. They also should explain how the snack was produced or sourced. McGolrick believes store brand salty snacks need to be given their fair share when it comes to displays. "Store brands often miss the opportunity to meet the needs of the impulse shopper because they are displayed so much less frequently than national brands," she says. Having the right mix of snack products is important, too. "Retailers should pursue an optimal tortilla chips assortment, including salted items, flavored and better for you," McGolrick points out. "While staying on top of the trends is important, the maximizing the core distribution across the various subcategories is the key to store brand and category success." Retailers might also want to keep in mind that shoppers are seeking new varieties in the salty snack category. "Buy shorter runs of packaging, lean on your supplier to help you identify emergent flavors, and either regularly rotate trendy flavors out of your line or run seasonal flavor promotions," Brinkman says. Last but not least, when offering new snacks, consumer education is also important. "Innovation has to come along with information," Garaycochea says. "Images and packaging with very good pictures can help with this." SB Do give store brand salty snacks their fair share of in-store displays. Don't forget to educate consumers when introducing innovative salty snacks. p p e t s p t i t o • Roasted Nuts • Flavored Nuts • Dried Fruits • Chocolates • Yogurt Pretzels • Trail Mixes • ORGANICS

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