Progressive Grocer

MAR 2017

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Nonfoods Health, Beauty & Wellness According to Shepard, Brou- lim's recently reset its VMS cat- egory and brought in several new lines, including Olly Nutrition and Irwin Natural. "We should see the results of that reset in a few months," he adds. San Francisco-based Olly, which concentrates on popular gummy formulations, has gained significant traction with its gummy versions of one- and two-letter vitamins. Gummy products continue to gain traction in the category overall; for instance, Miami Lakes, Fla.-based Mason Vitamins recently introduced a sugar-free probi- otic gummy. Varied delivery systems are providing novelty and giving consumers more options. "New delivery systems, such as gummies, powders and a mint for- mulation introduced by Centrum, ... help consumers migrate to the category," affirms Mintel's Vyleta. In 2015, New York-based Pfizer Consumer Healthcare launched Centrum VitaMints, an easy-to-take multi- vitamin in the form of a mint. Food-based vitamins, such as Palm Beach Gardens, Fla.-based Garden of Life's Raw line, which derive their nutri- ents directly from foods, are show- ing an uptick. "People have some skepticism about the effectiveness of vitamins and supplements, but products which come directly from food, which consumers know to be a source of vitamins and minerals, give them more confidence," says Vyleta. Durham, N.C.-based personal care brand Burt's Bees, a division of the Clorox Co., is moving into the functional food category with Burt's Bees Plant- Based Protein Shakes, which feature vitamins ex- tracted from fruits and vegetables, including spinach, shitake mushroom and strawberry. In addition to dairy-based whey and soy pro- teins, rice and pea proteins have crossed over from the alternative protein category to the mainstream. "e penetration of rice and pea proteins onto shelves over the past five years has been exponential," affirms Kay Abadee, VP of marketing at Growing Naturals. "Many people don't get the recommended daily value of protein and need to supplement. Protein powder is more filling and enjoyable than You have to resist the temptation to put multiple brands on sale, since that can be a slippery slope to death for the category." —Chris Skyers, Wakefern Food Corp. Progressive Grocer invites retailer executives to learn more about strategies and solutions for fresh prepared food and how it can boost store loyalty and profits. • Participate in an assessment of shopper insights, the competitive landscape and case studies • Learn about key trends plus operational and tactical concerns • Network with other retailers who share your interest in grocerant opportunities For more information, contact Jeff Friedman at [email protected] or at 201-855-7621. Building the Grocerant Experience September 27–28, 2017 Rosemont (Chicago O'Hare), IL

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