Tuesday, August 31, 2010

Channel Blurring: evolving retail Food channels not consumer discontinuity drive new food product sales.

New food products, valued distribution channels and consumers willing to experiment too find real world solutions. Whole Foods, Wegmans, HEB, Central Market, Safeway, Kroger, Walgreens, 7 Eleven, Wawa, Bob Evans, Shari’s and Boston Market are all now selling ready-to-eat and ready-to-heat fresh prepared food.

Restaurant chains, Drug Store chains, Convenience Stores and legacy grocery stores are all utilizing Foodservice Solutions 5 P’s of grocerant fresh prepared food marketing; Product, Packaging, Placement, Portability and Price; attracting new retail food customers.

7 Eleven is now testing whole roasted Chicken in some stores, pushing into traditional grocery stores territory. Wawa Wawa’s is selling frozen Cappuccino, both Mocha and Carmel flavored along with Strawberry-Banana, Mango Smoothies pushing in to restaurant and coffee niche territory. Walgreens is now selling fresh fruit, eggs and testing 10 new fresh prepared ready-to-eat and ready-to-heat food items this fall. I could go on and on, you get the picture.

Consumers are dynamic not static, during these uncertain economic times the consumer is not giving up on flavor, texture, food product sampling. What they are doing is discovering opportunity within traditional avenues of distribution with new food packaging, new food product placement, new food portioning and competitive pricing all allowing the consumer to choose while simplifying their lives.

No sector of the retail food industry can rest on what they have done. Legacy brand protectionism tactics simply are outdated and will not work this time around. It not about reinventing your brand. It is simply evolving your brand with the consumer. Success does leave clues and following the consumer is clue number one.

Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in consulting within the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions visit http://www.linkedin.com/in/grocerant or on Facebook at Steven Johnson or BING / GOOGLE: Steven Johnson Grocerants

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