Store Brands - May 2018 - 42

TOTAL STORE
each complementing the other and reflecting
a unifying theme. This is what Metro has done
with Collection, which is part of its premium
Irresistibles private brand. The retailer created
Collection last year to commemorate three
major birthdays converging in 2017: Metro
turned 70, while Montreal celebrated its 375th
anniversary and Canada its 150th.
The Collection range consists of 18 SKUs
that are mostly fun and indulgent food items
such as a pie, two varieties of cookies, two
types of frozen seafood hors d'oeuvres and four
potato chip flavors: Steak Spice, Classic Caesar,
BBQ Chicken and Montreal Smoked Meat. The
line also includes new twists on maple syrup,
for which Canada is famous, and vinegar, which
is also very popular in the country.
It's no coincidence that the SKUs in the range
are suitable for a party, celebratory brunch
or other festive meal, but they also represent
categories in which store brand products are
star performers.
"We looked at the categories that our clients
prefer and looked at what kind of twist we
could give to each product and each category,"
Horodecki-Aymes explains. "With our Collection, we're offering them very exceptional new
products that you will only find at Metro."
Launched last fall, the Collection line is
still on store shelves. Metro will be analyzing
sales data to see whether any of the items will
become part of Metro's Signature range. "We
will see which products our clients fell in love
with," as Horodecki-Aymes puts it. In other
words, limited-edition offerings can serve as
a way to pilot test potentially permanent store
brand items, taking some of the risk out of the
product launch process while also fostering
creative experimentation.
In the United States, it's not uncommon for
supermarkets to offer seasonal store brand
items. But Ahold Delhaize USA stands out
from the rest with its Limited Time Originals
Program - a program consisting of elaborate
rotating flavor-based assortments of distinct
private brand SKUs.
Recognized by Store Brands as the Best Store
Brand Marketing Campaign of 2017, the Limited Time Originals Program is offered across all
of Ahold Delhaize's U.S. banners, from Quincy,
Mass.-based Stop & Shop to Scarborough,
Maine-headquartered Hannaford. The program
emphasizes a different flavor (or sometimes
two flavors) every six weeks throughout the
42

Store Brands / May 2018 / www.storebrands.com

year and features 30 to 60 unique store brand items in that flavor profile at a time.
Highlighted flavors have included Limoncello, Salted Caramel, Toasted Coconut,
Twisted Chocolate and Hot, to name just a few.
The Limoncello program, for example, ran in mid-summer last year and included a wide assortment of own-brand SKUs such as Limoncello Artisan Bread,
Limoncello Extra Virgin Olive Oil, Limoncello Ice Cream Sandwiches, Limoncello
Risotto and, of course, Limoncello Lemonade.
The Limited Time Originals Program is about differentiating Ahold Delhaize's banners from the competition, bringing innovation to consumers, and
truly trying to inspire customers with uniquely flavored items, says Juan C.
De Paoli, senior vice president for private brands at Ahold Delhaize's Retail
Business Services subsidiary.

"IN ORDER TO INNOVATE AND
DEVELOP DISTINCTIVE PRODUCTS,
YOU HAVE TO PUSH THE ENVELOPE."
- J UA N C . D E PAO LI , R E TA I L B US I N E SS SE RV I CE S

"In order to innovate and develop distinctive products, you have to push the
envelope a little bit," De Paoli notes. "If you don't push the envelope a little bit, the
innovation won't happen."
The company decides what flavors to showcase by looking at trends and talking
to customers, adds Jac Ross, senior director for own brands product development,
innovation and integrity at Ahold Delhaize's Retail Business Services. "But it's not
about a flavor profile ... it's having that twist to it," she says. "That's the key thing
that makes it stand out and look different from other products out there."
First tested in 2014 and rolled out officially in 2015, the Limited Time Originals
Program repeats successful flavors based on popular demand but will not turn the
best-selling SKUs into permanently stocked products.
"There are many items our customers want us to introduce as regular items,"
De Paoli says. "But this [program] is a play on scarcity marketing - the idea of
having items that our customers are looking forward to getting again in the future
because they are not available today."
Paoli notes that scarcity marketing also encourages customers to stock up
on their limited-time favorites, whether Limoncello blueberry pie ice cream or
pumpkin pasta sauce. "Customers buy cases of it at a time because they know it's
going to go away," he says of the pasta sauce.
The fear of missing out also drives consumers to try limited-time offerings,
especially after reading positive reviews about these products online.
Social media has a tremendous impact on limited-time products, De Paoli
observes. Shoppers will rave about an item on Facebook and other channels if they
like it, and other customers will buy the product.
"Customers trust other customers more than they trust anybody else," De
Paoli adds.
The Limited Time Originals Program, he points out, has also had a "halo
effect," spurring shoppers to purchase other private brand products at Ahold
Delhaize's U.S. stores. SB


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
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Store Brands - May 2018 - 7
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com