Progressive Grocer - August 2017 - 52

Grocery

We recently
launched
Oatmeal Swirl
in the spring,
based on
insights that
families are
looking for a
more satiating,
wholesome
option in the
busy morning
timeframe."
-Betsy Morreale,
Pepperidge Farm

Bread

a real key to capturing incremental sales."
Such action is imperative in a category that's been
flat or on the decline for the past few years. Figures
from Schaumburg, Ill.-based Nielsen show that
baked bread sales dollars dipped 1.9 percent for the 52
weeks ended May 27, with the bread segment down
2.3 percent and the lunch bread subsegment down 3
percent for the same time period. At least some of this
may be attributable to consumers' shifting relationship
with carbohydrates in general and bread in particular
as they seek the best ways to integrate a time-honored
staple item into their various modern diets.

Swirls and S'mores
But while the types of products mentioned above
may meet consumers' demands for better nutrition and greater transparency, they don't always
appeal to shoppers' desires for indulgence and
out-of-the-ordinary flavors.
"Commercial bread doesn't seem to have the
innovation of other key items within center store,"
admits Armendariz. "This is changing and evolving
within our company. We are constantly looking
for the next items that will drive incremental sales
with consumers. From the perspective of Millennials, this is paramount as well."
With that in mind, some brands are bringing out breads in inventive varieties. Earlier this
year, for instance, Pepperidge Farm augmented its
popular Swirl line with two Oatmeal SKUs: Apple

Fun With Buns
Buns and rolls haven't been performing too well of late,
with Schaumburg, Ill.-based Nielsen posting a sales dollar
decline of 0.6 percent for the 52 weeks ended May 27, and
hamburger buns falling even more precipitously, at 2.6
percent. Still, companies have been promoting the perennial items with engaging seasonal programs.
"Respect the Bun is an exciting new marketing campaign around Pepperidge Farm buns for the summer grilling season, searching for the best burger creations in the
country," says Betsy Morreale, senior marketing director,
fresh and frozen bakery at Norwalk, Conn.-based Pepperidge Farm, a Campbell Soup Co. brand. "Consumers are
asked to take a picture of their burger, proudly served on
a Pepperidge Farm bun, then post it to Instagram or Twitter through Sept. 5. Weekly winners get $1,000, and the
grand-prize winner gets $10,000."
Meanwhile, Martin's Famous Potato Rolls and Bread has
hit the road with beef purveyor Schweid & Sons, of Carlstadt,
N.J., for The Very Best Burger Truck tour. From May through
August, the tour is visiting key East Coast and Midwest markets, among them Washington, D.C.; Indianapolis; Buffalo,
N.Y.; Pittsburgh; Atlanta; Detroit; Charlotte, N.C.; Syracuse,

52

& Cinnamon and Maple & Brown Sugar. Notes
Morreale: "Though the commercial bread aisle is
very crowded, Pepperidge Farm remains a mainstay due to our premium quality, relationship with
consumers and continued innovation. We recently
launched Oatmeal Swirl in the spring, based on insights that families are looking for a more satiating,
wholesome option in the busy morning timeframe."
Upping the ante on a product's uniqueness,
Thomas', a brand of Horsham, Pa.-based Bimbo
Bakeries USA, periodically rolls out limited-edition
varieties, encouraging consumers to get a taste of
something special before it disappears from store
shelves. One recent example is Thomas' summerinspired Blueberry Pancake Swirl Bread, available
through September in select regions of the country.

N.Y.; and Philadelphia. Appearing at such venues as food and
music festivals and community events, as well as at retail locations, the truck offers consumers free burger samples, with
each stop showcasing a unique tailored recipe. Fans can follow along through photos, videos and recipes on social media;
the Schweid & Sons blog; and a food truck tour event tracker.
"Our potato rolls are the No. 1 branded hamburger roll
in America, and Schweid & Sons prides themselves [on]
offering high-quality beef, so it makes perfect sense to
work together with them on The Very Best Burger," says
Julie Martin, social media manager of Chambersburg,
Pa.-based Martin's Famous Pastry Shoppe and a thirdgeneration Martin family member.
hOt POtatO
Martin's Famous
Potato Rolls
teamed with
Schweid & Sons
beef on a summer
truck-tour
promotion.

| Progressive Grocer | Ahead of What's Next | August 2017



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
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Progressive Grocer - August 2017 - DF1
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Progressive Grocer - August 2017 - Cover3
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