Progressive Grocer

MAR 2017

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56 | Progressive Grocer | Ahead of What's Next | March 2017 newer Opa by Litehouse Greek Yogurt dressings. Hot flavors in the line include Tzatziki Ranch, Strawberry Poppyseed, Avocado Cilantro and Roasted Garlic. Proper Placement, Promos Of course, whatever the new product is, communication counts. Whether it's a fresh salsa or a Greek yogurt-based dressing, as long as consumers don't know it exists, they might not be looking for the hottest new item, according to Eric Greifenberger, VP of marketing with White Plains, N.Y.-based Sabra Dipping Co. Grocers can help in-store by making sure staff knows to point anyone seeking dips or dressings to the deli section for refrigerated and fresher options. With dips, showcasing items near carriers is important to create a streamlined, solution-based shopping experience for consumers. Baby carrots and pita chips, for example, work well alongside dip options in displays. Nikolich agrees, noting that Festival's deli packages fresh-cut produce such as carrots, broccoli and celery with individually sized cups of Sabra hummus as a grab-and-go snack item. "By packaging these dips with 'dip vessels,' these snack-pack items have proven to be a convenient way for guests to try new dips while enjoying a portable snack," she says. Dips and dressings also promote well via coupons, Campbell Fresh's Putman notes, as well as through "dietitian-approved" listings, which Nikolich says Festival does frequently. "Whether through promoting the product on its own or featuring it in a recipe and showing how Refrigerated Foods Dressings & Dips G ame on The football- themed Bring on the Heat campaign positioned Litehouse Blue Cheese and Homestyle Ranch as the "perfect cool-dip complement to hot wings."

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