Edible’s Mix & Match Grocerant Niche Success

 

Success does leave clues and Edible continues finding success expanding within the grocerant niche.  Branded food mix & matched with products, services, or other brands edifies both the relationships with the consumers and all brands when done right according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  

Flowers are a wonderful gift anytime of the year.  So, when Edible announced two new initiatives as part of the brand’s continued evolution as a leading eCommerce provider of deliverable gifts and treats: the introduction of Edible Bakeshop cupcakes and a special Mother’s Day digital experience with America’s Test Kitchen (ATK) you know incremental value was being created according to Johnson.

With the nationwide rollout of cupcakes which follows a successful first year for Edible Bakeshop and brings the product category’s total sales to $55 million since the category’s official launch in September of 2020.

Get this, within three weeks of introducing Madagascar Vanilla Bean and Chocolate Truffle Cupcakes, Edible depleted its entire inventory and outperformed even its highest expectations by selling out of what was supposed to be a three-month supply.

Is there a blog reader out there that does not understand the power of mix & match meal bunding yet? As Edible continues to work with its manufacturer to meet the consumer demand and carry on with the selling of this new, exciting product. We ask just how long are you going to watch success before you give the team at Foodservice Solutions® a try?

Edible president and COO Cheikh Mboup, stated, “Given the overwhelmingly positive reception of cupcakes and the continued growth of Edible Bakeshop as a whole, we expect baked goods to quickly become one of our top product categories moving forward and anticipate it to be a leader over Mother’s Day weekend this year,”.

So, Edible’s partnership with America’s Test Kitchen adds an experiential option to the brand’s wide range of Mother’s Day gifts. From April 1 through May 23, a one-month online cooking school membership with ATK – which offers more than 320 courses from simple skills to advanced recipes – will be available for purchase as part of special Mother’s Day bundles or as add-ons to other gifts from edible.com.

Regular readers of this blog know interactive and participatory branded marketing is a key drive of the success within the grocerant niche.

Jack Bishop, ATK’s Chief Creative Officer, stated, "Food is the perfect way to express appreciation for all that moms do, and America's Test Kitchen is excited to partner with Edible Arrangements to help celebrate Mother's Day,”... “Our joint offering ensures that on top of a wonderful arrangement, Moms will have the opportunity to build their cooking skills with our renowned cooking instructors.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.