Progressive Grocer

FEB 2017

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sumer enjoys experimenting with a variety of flavors and spices," says Rachel Cullen, president and CEO of Dinuba, Calif.-based Ruiz Foods, who points to flavor profiles that have been added to the company's El Monterey brand product line. Out of Aisle Experience Meanwhile, manufacturers and retailers are working together to bolster frozen foods by cross- merchandising or promoting such prod- ucts with offerings throughout the store. "e freezer aisle has a lot of opportunity for expanding category management by pairing frozen items with other foods and beverages in the store catering to consumer demands for quick and easy meal solutions," Henderson says. Changes or additions to displays may also lift frozen food sales and benefit the store as a whole. "Consumers want to have a deeper connection with their foods, and we encourage retailers to think about dynamic new retail layouts featuring these exciting food options as a method to drive people down the frozen food aisle," observes Bodor. Retailers can help break down any remaining misperceptions about frozen foods by communicating to customers the value and benefits of such items. "Suppliers need to educate retail- ers about their process and food to help them understand why they are different and why it matters to that retailer's unique customers," says Mark Conachan, senior brand advisor for the Parla line of frozen pasta, made by Drake's Fresh Pasta Co., in High Point, N.C. "Retailers can then educate em- ployees, which will not only help better represent products, but make for a more personal shopper experience." Marketing Opportunities During National Frozen Foods Month in March, industry groups and manu- facturers will roll out various educa- tional and promotional efforts to draw attention — and with it, dollar sales — to supermarket freezers. Focusing on the It's Real Food … Just Frozen promotion, NFRA will team with sponsoring frozen food brands to intro- duce a new national program including digital coupons, a media campaign, and recipes for TV segments and blog posts. AFFI, meanwhile, is encourag- ing shoppers to "rethink frozen" by sharing messages about convenience, variety and quality, and is providing supermarket dietitians with additional educational resources. Grocery retailers should take advantage of these programs and their related marketing materials to drive frozen aisle traffic and keep the momentum going in a category that can easily be the foundation of broader meal solutions for busy consumers. …one pouch at a time. Keeping your perimeter fresh… Shopping habits are changing as consumers look to the grocery store perimeter for fresh food, snack or meal ideas. Robbie pouches are designed with the latest technology in fi lms, proprietary venting and zipper closures to answer the consumer's craving for freshness. Call 1-800-4-Robbie or visit your perimeter

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