Store Brands - May 2018 - 50

FOCUS ON FRESH
added items are prepared can reinforce the message."
From a packaging perspective, products sealed to
prevent any potential leaks is essential. Other important
packaging attributes include resealable items and
packaging materials that can go right into the freezer.

PROMINENT POSITIONING

Although nearly all retailers offer some kind of valueadded meats and/or poultry items, some are still
missing the mark when it comes to positioning these
items as part of a total meal solutions program.
"Help customers streamline meal planning,
shopping and meal preparation using value-added
meats as pantry items," Tomeny advises. "Provide
weekly rotating suggestions to help customers explore
the range of your product line."
IRI's Parker notes that retailers are experimenting
with positioning value-added meat products in prime
traffic locations versus the meat department. These
alternative locations include near the produce case for
grill-ready cuts in the summer, for example.
"While these tests are difficult to measure in pointof-sale data, they do make sense to make the shopping
journey easier for shoppers, and ultimately, grab

incremental sales," she says.
Offering up favorite flavors or formats that have
local inspiration or appeal is one way to target a specific
regional customer base.
"Make sure you're addressing the right household
size in your portioning, addressing singles or large
families where appropriate," Tomeny says. "Seasonal
rotation can also differentiate and create demand for
specialty items."
Fresh meats with special attribute claims like natural,
local or antibiotic-free are growing in demand, so
retailers will need to have a visible presence in these
items, including within value-added segments as well.
"For example, offering marinated organic meats or
antibiotic-free, ready-to-cook items adds to a product's
appeal and further differentiates your department,"
Tomeny suggests.
Although "local" is not a regulated claim and is
hard to define, consumers remain interested in the
stories behind the food at the store. "Being transparent
about when local sourcing is available is another way to
differentiate your store," Parker says. SB
Jevtic is a freelance writer from Schaumburg, Ill.

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50

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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
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
Store Brands - May 2018 - 9
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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
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