Progressive Grocer - June 2018 - 174

Space Odyssey
As far as in-store positioning goes, private label or
not, pet products don't have to stay in the pet aisle.
Space to sales is key in every category. Pet food must
be displayed in those stores that index high for pet
food. As Nicky Walsh, director of business development at Stamford, Conn.-based Daymon for Tops
Markets LLC, in Williamsville, N.Y., notes, "Customers
need to see it, because they do not always go down
the pet aisle." Many grocers' ads and social media still
don't often feature store brands, so shelf merchandising can really make or break a private label line.
It's also especially crucial for new items, says Jennifer Lord, group manager of five Paw Mart locations
for South Bend, Ind.-based Martin's Super Markets.
"New products sometimes start out slow," she notes.
"You must do specific callouts to target a specific
clientele. Then you must continue to educate your
consumer to help the product grow."
But she also cautions not to mistake bigger for better.
Adding more shelf space isn't required to make an impression. "You don't particularly need lots of shelf space
for a successful promotion," counsels Lord. "You just
need to detail it correctly. It needs to have the proper
signage, and in the right location. A simple and clean look
is the best. Try to not make your display look too busy.
Proper signage will sell your product."

Carrying a
private label can be
an advantage to the
store if they can
create a following."
-Jennifer Lord,
Martin's Paw Mart pet stores
more," she asserts. "They may even expand what they
purchase to more products with the same label."
It's not all roses, however: Selling private label
products to some demographics may be an uphill
battle, warns Lord. "Sometimes it can be tough
selling private label product, due to consumers'
lack of knowledge of the brand," she admits. "Some
consumers may see private labeling as a generic or
discounted item. Customers seem to want a trusted
product, even if they have to pay more."

Pet Product Showcase

Beneful Simple
Goodness
Purina has debuted
Beneful Simple
Goodness dog food, a
product line made with
farm-raised chicken or
beef. The recipe also
includes a blend of
peas visible in the food.
These tender, meaty
morsels come in stayfresh pouches, perfect
for home or on the go.
www.beneful.com

Super Smarty
Hearties
With meat as the first
ingredient, these heartshaped treats provide
DHA and omega-3 fatty
acids to support healthy
skin and brain development in dogs. It's great
for puppies, and also
for old dogs who need
to remember those new
tricks. And with just 5
calories per treat, it's a
must-have for even
the portliest pup.
https://www.iand
loveandyou.com

Arm & Hammer
Super Deodorizing
Pet Spray
There's a fresh edition
to the Arm & Hammer
family of pet products:
Super Deodorizing
Pet Spray. As part of
the company's recent
foray into pet-grooming
products, the spray
comes in scents like
vanilla coconut, coconut
water and kiwi blossom.
Of course, the formula
features the power of
baking soda, a staple
of the iconic Arm &
Hammer brand.
www.fetch4pets.com/
arm-and-hammer

174

progressivegrocer.com

Nutrish Peak
Wetlands Recipe
The veteran Nutrish
brand, developed by celebrity chef Rachael Ray,
has introduced another
Peak dog food formula,
Wetlands Recipe. Featuring farm-raised chicken
as the first ingredient,
Wetlands also has duck
and pheasant as 30
percent of its high-protein recipe. Like all of the
Peak recipes, it's gluten-,
grain- and filler-free.
www.nutrish.com

Blue Dog Bakery
All-Natural
Meat Snacks
Launched at Natural
Products Expo West
this past March, Blue
Dog Bakery All-Natural Meat Snacks are
free of artificial colors,
flavors and preservatives. Flavor options
include chicken and
beef, and since these
human-grade treats
contain absolutely no
animal byproducts,
they're just as vegan as
they are enticing.
www.bluedog
bakery.com


http://www.beneful.com https://www.iandloveandyou.com http://www.nutrish.com http://www.bluedogbakery.com http://www.fetch4pets.com/arm-and-hammer http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
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