Store Brands

FEB 2017

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 8 Store Brands / February 2017 / Category Intelligence: Frozen/Canned Fruits and Vegetables now spent by millennials, who will demand that manufacturers work harder to take better care of the planet," he adds. The right on-pack language also is crucial for own-brand canned and frozen fruit and vegetables. Positives such as BPA-free, GMO-free, lower sodium, no additives and more could help sway a sale. "Callouts are becoming more important each year," Russick says, predicting that when they implement the new nutrition labeling changes mandated under the Nutritional Labeling and Education Act, most U.S. retailers will take the opportunity to enhance the "goodness callouts" on their branding. Tout the benefits Retailers will want to put some marketing and merchandising muscle behind their store brand prepared fruit and vegetables, too. On the marketing front, perhaps the most important tool is education, consider- ing that many consumers believe canned and frozen produce items are nutritiously inferior to their fresh equivalents. Retailers could em- phasize the products' convenience, nutrition and taste benefits on in-store signage, on their websites and via social media. The Produce for Better Health Foundation could help here when it comes to messaging content, offering a variety of retail marketing toolkits on its website ( One of the toolkits, "Why All Forms Matter," details the benefits of — and dis- pels some of the misconceptions associated with — each form of produce, from fresh and frozen to canned, dried and even juices. And a bit of creativity could help free up space on the merchandising side. For example, most of the sales for frozen whipped topping take place around the holiday season, but most retailers don't adjust that space post-holiday season to free up room for alternative products, McIntosh notes. "Several retailers have now made the changes to limit the shelf space for this slower-moving product and grant the additional shelf space to private label frozen fruit, which drives higher sales and margins," he says. SB Canning is a freelance writer from Libertyville, Ill. Don't discount the power of educational marketing tied to canned and frozen produce. Do address consumers' desire for larger- value bags of frozen fruits. MARCH 27 - 29, 2017 NEW YORK CITY THE STRATEGIC CONFERENCE FOR SHOPPER-BASED GROWTH NEW HORIZONS OF INNOVATIVE PATH-TO-PURCHASE STRATEGIES Register today! Sponsored by:

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