Progressive Grocer

JAN 2017

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70 | Progressive Grocer | Ahead of What's Next | January 2017 Soup Grocery Part of the Solution Soup can be positioned as an integral component of a healthy diet. By Bridget Goldschmidt A t Redner's Markets Inc., soup is increasingly synonymous with bet- ter health. "e trend has moved to more healthy options in soups," affirms Eric B. White, director of marketing for the Read- ing, Pa.-based chain of 45 Warehouse Markets and 21 Redner's Quick Shoppe convenience stores throughout eastern Pennsylvania, Delaware and Maryland. "Consumers are more health-conscious, and Baby Boomers as well as Millennials are con- cerned more about health." Moreover, White believes that "soups could be used as a piece of a weight loss program, as some of them provide good nutritional value and are low in calories." To promote this idea, Redner's featured Campbell's new Well Yes! Soup line in its Health Cents newsletter. Big News Featuring what the Camden, N.J.-based Campbell Soup Co. calls "positive and purposeful ingredients to deliver against consumer desires for cleaner, less pro- cessed food choices," Yes Well! comes in such varieties as Black Bean with Red Quinoa, Hearty Lentil with Vegetables, Hearty Tomato with Toasted Barley, Soups could be used as a piece of a weight loss program, as some of them provide good nutritional value and are low in calories." —Eric B. White, Redner's Markets Italian Vegetable with Farro, and Minestrone with Kale, all packaged in BPA-free cans and containing no artificial colors or ingredients. To promote the new line, the company is launch- ing a full-360 activation this month that includes consumer promotions, a Well Yes! website and Facebook page, digital and TV ad campaigns, in- store displays, and public relations efforts. "Partnership with our retailers in building consumer awareness of this amazing product is key to the brand's success," says Jim Sterbenz, SVP of sales for Campbell U.S. "We know that this product will really resonate with our shoppers, and supports Campbell's real-food journey." Campbell has also continued its focus on meal solutions through events with retail partners and an uptick in its in-store execution of soup-and-sandwich-oriented displays in partnership with its Pepperidge Farm division. Other meal solution efforts from the company include the recent relaunch of Campbell- sKitchen.com, which offers an abundance of recipes using many of its brands. Among the site's new features is a Kitchen Guide section that provides users with every-

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