Progressive Grocer - June/July 2009 - (Page 112)

“Convenience is still a key consideration for consumers — they are looking for a variety of items that fit into their busy lifestyle in a healthy way.” —Lisa Murley, Birds Eye [steamable bags],” she adds. “Private label frozen vegetables are as good as, if not better than, any other frozen vegetables out there today,” says Greg Lenski, director, business management, frozen foods for Skokie, Ill.-based Topco Associates, LLC. “They are the same vegetables as those that go into national brands.” Lenski points out that private label has been in Grocery List the category almost since Mixed frozen the advent of frozen vegvegetables, etables. “The industry’s including steamable ability to provide a privarieties, vate label solution tied to experienced innovative concepts and a 6.1 percent packaging has greatly sales increase improved of late. In years in 2008, according past, it would take to Nielsen. months, if not years, to innovate what brands did Private label into private label prodaccounts for 40 ucts,” he says. Now, the percent of the two major national frozen vegetable brands rely on the same category, reports suppliers that Topco does, Mintel. so the lag time has been cut down to weeks or Topco’s frozen months from years, he vegetable business notes. grew 40 percent in Steamables have been unit sales in 2008 good for the category, vs. 2007, with half Lenski observes, by of this growth bringing new customers attributable to to frozen vegetables. steamables. “We’ve seen an increase in our core frozen vegetable business on top of the new steamables business, which we began in 2007. Our frozen vegetable business was up 40 percent in unit sales last year, 2008 vs. 2007. Half of this increase was in new steamables but the other half was growth in existing business.” Topco members offer steam-frozen vegetable brands such as Food Club Steamin’ Easy, Full More ONLINE For additional frozen food info, go to Progressivegrocer.com/centerstore 112 • Progressive Grocer • June/July 2009 Circle Organic and World Classics Trading Com- sauce to complement the vegetables and pasta, pany to their customers. Members can also elect not overwhelm it,” Murley notes. Four of the to offer the product under their own corporate six dishes are low-fat. Varieties include Broccoli name. Topco members are promoting frozen veg- and Cheese, Corn and Butter, Roasted Potatoes and Chive Butter, and Penne with Vegetaetables more often, Lenski bles and Alfredo says, and offering a fuller Sauce. line to a bigger consumer Murley offers ideas base. for promoting the The economy exerts Steamfresh line, some influence on the catincluding placing it egory. “The consumer is alongside a ready-todefinitely eating out less,” eat item like rotisserie Lenski says. “Business has chicken. “When congravitated to retail and prisumers are in the store vate label. While it is not a at 5 p.m. on a weekone-to-one equal trade-off, day, they are looking private label has seen more for a quick meal soluthan its share of the tion, and supermarincrease.” kets can help conLenski also points sumers by staging to a change in conthe components of sumer habits that Full Circle Organic is just one of the private label brands of a meal together,” benefits the category. steam-frozen vegetables offered by members of Topco she says. “We have “Generations X and Associates, LLC. also seen great sucY don’t have the same time for preparation as previous generations, cess with in-store coupon machines, given the so they rely on the microwave to help manage renewed focus on saving money.” Green Giant was the first company to introtheir time and provide ready meals. Steam-frozen vegetables tied into the vacuum that existed before, duce steamed vegetables with sauce last year. when fresh or canned vegetables were quicker and Six new varieties in the Valley Fresh Steamers line feature frozen nuggets that distribute sauce easier to prepare than frozen.” evenly as the vegetables steam. Varieties include Steam and Sauce Broccoli, Carrots, Cauliflower and Cheese Birds Eye, the category leader, revolutionized Sauce, and Roasted Red Potatoes, Green Beans frozen vegetables just a few years back with its and Rosemary Butter Sauce. Seven additional Steamfresh line. “Steamed vegetables continue varieties of Valley Fresh Steamers are available to drive growth in the category because of the without sauce. preparation ease, perfect taste and texture that “In spite of the broader economic slowdown, steam technology offers,” says Lisa Murley, brand the frozen vegetable category is still performing manager at Birds Eye Steamfresh Vegetables in well, including 8 percent sales growth in the past Rochester, N.Y. “Convenience is still a key con- three months,” observes Steve Finnie, marketsideration for consumers — they are looking for ing manager, Green Giant Frozen Vegetables. a variety of items that fit into their busy lifestyle The company is part of Minneapolis-based Genin a healthful way.” eral Mills. ■ A new product line from Birds Eye Steamfresh debuts in July and will be available nationD. Gail Fleenor, Contributing Editor, Groally in August. Steamfresh Lightly Sauced feacery, can be reached at dgailf@embarqmail.com. tures six sauced vegetable and pasta side dishes. “These side dishes have the perfect amount of www.progressivegrocer.com http://www.Progressivegrocer.com/centerstore http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - June/July 2009

Progressive Grocer - June/July 2009
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Cheese/Shredded Cheese
Market Snapshot: Sacramento-Stockton-Modesto, Calif.
Independents Report: The Advantages of Older Associates
Lempert Report: Food Experts Tackle the Economy
Industry Achievement: The Top 100 Women in Grocery
Multicultural Marketing: 2050 is Today
Retailer of the Year: Celebrating Kroger
2009 Deli/Bakery Operations Review: Shrink-Wrapped
Fresh Developments: Consumer Shifts Create New Complexities for Fresh Food Trading Partners
Produce: Brimming With Possibilities
Meat: Fired Up!
Store of the Month: Giant Eagle’s Express-Ohhh!
Cheese: Cooked Cheese and Other Spiritual Revelations
Beverage Alcohol: A Cup of Cheer
Frozen Foods: Frozen Vegetable Sales are Steaming
Real Estate: Bigger is not Always Better
Technology: At Your Service
Equipment Innovations
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - June/July 2009