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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Page 68 of 83 / April 2016 / Store Brands 6 9 are seeing chocolate-covered beef jerky [and] bacon bits," he says. "I frequently get asked, 'What made you think of putting a chocolate chip cookie or a sandwich cookie on top of a peanut butter cup?' For us, thinking outside the box, combining America's favorite snacks and blending them, is another example of making chocolate into a funky item." Diverse cultural influences are also bringing excitement to the category, with edgier products in combinations such as dark chocolate with lime, lychee fruit, specialty teas or coffees, Rubini points out. On the horizon Crispy-textured, chocolate-coated freeze-dried fruit could be a big category trend in the future, Luidvinovsky declares. "Freeze-dried fruit retains all its nutrients and vitamins. The natural flavor of the fruit is present," he explains. Loco Brands will launch freeze-dried fruit covered in Belgian chocolate in time for back-to- school season this summer, he adds. Rosenbaum identifies pumpkin and coconut flavors, as well as almond butter chocolate candy fillings, as emerging trends. "With more articles coming out about the health benefits of chocolate, chocolate-covered 'something healthy' will continue to grow," Dion adds. Healthful and innovative store brand candy that tastes amazing is a good approach for retailers, Lamontagne declares. "Setting yourself apart from the national brand products will make your store brand products interesting and unique," she says. Make the packaging speak But retailers could hurt a great store brand chocolate product by skimping on packaging imagery or quality, Lamontagne warns. Consumers will often choose a product because of its attractive packaging. "Let your packaging be the voice of your product and gain market share. Create some excitement around the product by creating an image that reflects the 'better-for-you' feeling," she advises. The most important thing about packaging is that it be impactful, Rosenbaum stresses. Consumers like standup gusseted packages that are resealable, he notes. And labeled clear tubs convey a fresh feeling. Consumers like that they can see the product inside the tub; it is a reassurance of product quality. "A clean design with claims appearing on the pack- aging will appeal to consumers," Lamontagne says. Larger packages are easier to sell because they pop out on the shelf to catch the eye and also convey better perceived value, Rubini adds. Portion control is becoming important in candy packaging, too, because it helps consumers indulge in moderation, Rubini says. While king-sized bars are here to stay as a "more bang for your buck" purchase, Dion says, the major brands are coming out with resealable standup pouches with bite-sized offerings inside. The pouches allow consumers to "snack a little now, snack a little later," he says. Emerging trends also include smaller grab-and- go packages for impulse purchase, Skorski says. "Because they are small and turnaround will be quick, retailers can find space for them more easily," he explains. Smaller chocolate bars (1 ounce or 1.5 ounces rather than the traditional 4 ounces) are a trend for checkout sales, aimed at consumers who crave an occasional indulgence of high-quality candy in mod- eration, Luidvinovsky says of the grab-and-go trend. And when it comes to labels, Luidvinovsky advises that retailers make them clean, with call-outs for attributes such as non-GMO, gluten-free and real fruit. Position to dazzle While own brands' purpose is to offer consumers a good deal, Skorski advises retailers to convey the message that their products are inexpensive, rather than "cheap." The products should be placed adjacent to the national brands to convey that the retailer is offering the same quality, but at a better price. The consumer then has the option of "better price" or "name brand," he says. Don't be afraid to engage in a bit of flashy merchandising that excites shoppers. New from Overwaitea Food Group, u Langley, British Columbia, are Western Family My Mix Grab N'Go Milk Chocolate Peanut Butter Balls. Described as peanut butter balls coated with a layer of rich milk chocolate, the kosher-certified product retails in a 300g resealable pouch. t CVS/pharmacy, Woonsocket, R.I., relaunched its Cottondale Spiced Jelly Beans in a newly designed package. The jelly beans, said to be naturally and artificially flavored, retail in a 12-oz. bag. New from West Des Moines, Iowa-based u Hy-Vee Inc. are Hy-Vee Classic Candies Licorice Allsorts. They retail in a 6.25-oz. bag designed to hang on a peg. Source: Mintel's Global New Products Database Look what's new

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