Progressive Grocer

JUN 2016

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Page 148 of 239

"Te promotion provides retailers and manu- facturers with a host of marketing tools and PR opportunities to promote ice cream and novelties and engage consumers in-store and online," Hen- derson explains. NFRA members will compete for the New Ice Cream & Novelties Golden Penguin Awards, which recognize excellence in marketing and merchandising the category. "We're all fghting for shelf space," says Ciao Bel- la's Riveroll. "By leveraging relationships and using the power of the frozen treats category, we are able to make certain that our core consumers are seeing our product. Gelatos and sorbettos, along with smaller container sizes, continue to expand the category." Nestlé is focused on communicating its key in- gredient changes to retailer partners, including non- GMO ingredients and a reduction in sugar. "We are What's the next big thing coming in frozen desserts? Find out at also emphasizing the same great taste of our products," Pratt says. "As the Millennial shopper remains critical, we are partner- ing with retailers to reach these shoppers through omnichannel tactics." Unilever advises retailers to make their ice cream aisle "a fun and easy place to shop during National Ice Cream Month, as well as year-round," says Soukas, adding that the company "encourages retailers to ensure product assortment and category management is in line with shopper expectations." Harrington notes that Yasso is "ramping up marketing to drive buzz" leading into National Ice Cream Month. "As a smaller brand with limited funds, we ... are doing some targeted marketing programs with a few partners to drive trial and brand awareness," he says. "We also have a mobile marketing truck tour planned to visit markets on the East Coast, which will drive existing and new customers to our retail partners in each market." PG

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