Progressive Grocer

JUN 2016

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142 | Progressive Grocer | Ahead of What's Next | June 2016 Canned Goods Grocery CPG companies are rolling out their own compa- rable endeavors, "Over the last number of years, we have featured canned products in the majority of our marketing initiatives, such as working with third- party registered dietitians and celebrity chefs to create contemporary, quick and easy recipes," says David Melbourne, SVP consumer marketing and corporate social responsibility at San Diego-based Bumble Bee, which is also reformulating its Snack on the Run line to feature a "clean-label" ingredient deck. "Most recently, we launched our Only Bumble Bee Albacore Will Do campaign to promote the premium quality of our product ofering and to position canned alba- core tuna as a relevant, contemporary 'go-to source' for lean, afordable protein. Te integrated campaign is supported with TV, print, digital and in-store media vehicles, and will run through the fall." Melbourne adds that "Bumble Bee actively pursues opportunities to work with our retail and customer partners to identify programs that can be customized to positively impact and drive the canned seafood category. For example, creating merchandis- ing programs outside of the primary canned seafood aisle, such as tie-ins with fresh produce and/or other complementary meal solution products around the perimeter, are defnitely proactive opportunities to drive awareness and impulse purchase among consumers that may not always think about shopping center store on each trip. Te result can bring new consumers into the category, generate incremental sales and deliver increased proftability." Similarly, Chicken of the Sea, also based in San Diego, earlier this year launched Sea the Possibili- ties Challenge, described by Director of Marketing Maureen McDonnell as "an empowerment wellness campaign that challenged Americans to broaden their horizons through bold new foods" — the company's product lineup now includes Sriracha Sardines and hardwood-smoked Kipper Snacks — "everyday experiences and epic adventures that can contribute to a richer, more satisfying life, both in the kitchen and beyond." Partly inspired by the recently released Dietary Guidelines for Americans 2015-2020 — which recommends increased seafood consumption — "the campaign [aimed] to increase America's nutritional health through greater consumption of fresh and packaged fsh," explains McDonnell. Visitors to the campaign's microsite could select a challenge at one of three levels and then post an original written story, photo or video showing how they met that challenge. Chicken of the Sea judged the submissions, and weekly and monthly winners were eligible to receive a grand-prize cash award that could be applied toward future adventures. How well do such programs work? Despite the "terrifc response" at retail to Only Bumble Bee Albacore Will Do, Melbourne still believes that his "and other brands need to do a better job engaging consumers and providing them with reasons canned foods are a relevant, important, delicious, aford- able part of weekly meal and snack menu planning. With much of the growth coming out of the store perimeter today, we must look for opportunities to bring excitement back to center store. A big part of this requires continued focus on our tried-and-true consumer base, but successfully becoming part of the consideration set for Millennials is also critical." Joe Perez, SVP of Jersey City, N.J.-based Goya Foods, whose latest canned products are black olive and refried bean lines, concurs, ticking of the seg- ment's main advantages: "Te industry can focus on emphasizing the nutritional value, afordable price and stable shelf life of canned items, specifcally the equal benefts and nutritional value to fresh [and] frozen foods." Maintaining Integrity Beyond the existing nutritional profles of canned foods, many consumers are seeking products with particular attributes they perceive as healthful. Ac- cording to Food Lion's Smith, "Retailers are looking for items with no preservatives and free-from-GMO items," in response to shopper needs, while Goya's Perez notes "the expansion of product lines specif- cally [featuring] low-sodium and organic products." Consequently, ConAgra introduced three USDA certifed-organic Hunt's tomato SKUs earlier this year: Diced Tomatoes, Tomato Sauce and Tomato Paste. Te items "provide more op- tions to the 45 percent of consumers actively trying to include organic foods in their diet," said Ryan Pintado-Vertner, senior brand manager, Hunt's canned, when the line launched in January. "Tere are more than 1,500 varieties of canned foods available today," observes CFA's Tavoletti. "More and more, companies are ofering options for all types of diets and lifestyle preferences. In order to meet consumer demands, the canned food indus- try will have to continue to maintain the integrity of the nutritious food that is inside, as well as the technology and innovation of the can itself." PG For more about canned goods, visit Progressivegrocer.com/cannedgoods. With much of the growth coming out of the store perimeter today, we must look for opportunities to bring excitement back to center store." —David Melbourne, Bumble Bee Seafoods

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