Progressive Grocer - May 2010 - (Page 72)
The Summertime Freeze
By D. Gail Fleenor
Freezer doors may stay fogged over this summer as consumers supply family outings and stay-at-home meals.
Klondike and Good Humor will be releasing new and/or improved 2010 products in time for the summer heat. Breyers is launching a new line of Smooth & Dreamy bars and sandwiches (three of each), with 120 to 160 calories and 4 to 6 grams of fat per serving. Also new from Breyers: Smooth & Dreamy All Natural ½ Fat ice cream in Dark Chocolate Velvet and Coffee Fudge Brownie varieties. Within the novelties segment, vitality novelties (such as better-for-you items) are driving growth, according to Manning. “Consumers are seeking portion-control desserts that taste delicious, but are moderate in fat and calories, which supports our launch of Breyers Smooth & Dreamy bars and sandwiches.” Popsicle is introducing Jolly Rancher ice pops with four ﬂavors in each pop, and Dora the Explorer Slow Melt pops with gelatin to stay frozen longer. The company is teaming up with Marvel to create Popsicle Iron Man 2 face pops in conjunction with the May release of the “Iron Man” movie sequel. New from Klondike: three ice cream sandwiches, including Oreo, Mrs. Fields Peanut Butter Chocolate and Classic Vanilla. Good Humor is celebrating its 90th anniversary by offering some classic treats such as ice cream sandwiches, bars and cones now made with light ice cream, and Strawberry Shortcake and Chocolate Éclair bars with more ice cream and improved taste. Also in the offing: the Good Humor 10,000 Winners Sweet-Stakes, from May 1 through Sept. 6, 2010.
he supermarket frozen section is a popular stop for consumers during the long, hot summer. Ice cream and a myriad of frozen novelties are always a good way to cool off. Frozen pizza has become a summertime staple, with families snatching the convenient pies to make more time for outdoor activities. For those who worship their grills during hot weather, grilling frozen pizza is a fun new way to get the party started, and salad-topped pizza is a way to add garden freshness. This is the era of the “staycation,” when consumers stay home instead of traveling, so the frozen case may be more popular than ever this summer.
“As the weather warms, our customers turn to the ice cream and novelty categories,” says Mark Walden, VP, perishable operations for Tyler, Texas-based Brookshire Grocery Co. The grocer has over 150 stores in Texas, Louisiana, Arkansas and Mississippi. “We also expect to see an upward trend in items that tie in with outdoor cooking and grilling, like French fries and frozen vegetables.” Kids at home during the summer will increase demand for quick-to-ﬁx breakfast items, dinners and pizzas, Walden notes, and the recession will continue to alter some consumers’ plans. “We also are expecting to see bag ice sales to be strong during the summer months, as many of our customers are spending vacations at the local lakes and parks, in lieu of traveling.” Store-brand pizzas will be “very bullish” this summer, he adds. The grocer has its own ice cream line, Goldenbrook Farms, which Walden notes is a customer favorite. “Goldenbrook will be offering summertime favorites like Lemon Ice Box Ice Cream and Watermelon Sherbet, available only in summer.” Lakeland, Fla.-based Publix expects the usual spike in ice cream and novelties this summer, with some additional popular items,
• Progressive Grocer • May 2010
according to Maria Brous, company spokeswoman. “Frozen vegetables are trending up because of pricing and availability compared to fresh vegetables, and the new steam technology that continues to grow in popularity with consumers,” she says. Pizza has been a strong performer for Publix during the down economy. “The frozen pizza companies have targeted pizza delivery with their marketing, and it has resulted in increased volume for frozen pizza.”
Getting it Down Cold
Frozen novelties are driving growth within the ice cream category, according to Brian Manning, VP, brand building at Unilever Ice Cream in Englewood Cliffs, N.J. “Frozen novelties are up 1 percent in dollar volume vs. a year ago, while packaged ice cream is down 3.9 percent,” he observes. Beginning in early May, Unilever brands Breyers, Popsicle,
A H E A D O F W H AT ’ S N E X T
Table of Contents for the Digital Edition of Progressive Grocer - May 2010
Progressive Grocer - May 2010
Nielsen’s Shelf Stoppers/ Spotlight: Candy/Non-ChocolateCandy
Super 50: Steadfast Leaders
The Lempert Report: ConAgra, Celebs Battle Child Hunger
Best Practices: Starting at the Top
Wake-up Call: Coupons Make a Comeback
Store of the Month: Roots and Wings
Harold Lloyd on … Making a Difference: Why Work as a Clerk?
Experience at Large: Put Your Best Customers to Work
Confection: Sweetening the Pot
Tea: Brewing up Sales
Non-alcoholic Beverages: Summer Quenchers
Summer Grilling Special: What a Gas!
Produce: Local and Lovin’ it
IDDBA Show Preview: Recipe for Success
Trends: The Summertime Freeze
Meats & Cheeses: Brown-bagging Sales
Food Industry Insights: Leadership for the Future
Tech Toolbox: A Look at the Latest Solutions
Out of the Box: The Latest Tools of the Trade
Roundtable: The Executioners
Foodservice: Green Machines
What’s Next: Editors’ Picks for Innovative Products
Progressive Grocer - May 2010