Monday, May 4, 2015

Branding Private Label Fresh Food Works

Do you have canned food or packaged food sitting in your pantry that has been on the shelf for years?  Well, most Americans do and in most cases they are still safe to eat.  However most Americans are beginning to question what is in those packages or can that makes them safe so long. 

That is at least one finding in a new report from Consumer Reports.  The study found that ‘Fresh prepared food’ trumps ‘cheap CPG’ in 2015”.  The study points out that consumers are shifting from decades of a focus  of lowest price, checkout speed or variety to “top-of-mind Fresh”. 

The term Fresh has been expanded and consumer now include the freshly prepared meals that can be taken home into the fresh category. This is a huge shift in customer thinking extending so far in fact many consumers are adopting a ‘mind-set’ that fresh food is according to the study the “new medicine”. 

Today, Americans believe we can eat our way to good health. It  can be no surprise, then, that since 2007 the demand for minimally processed foods with shorter ingredients lists has climbed significantly, according to The Hartman Group.

Restaurant have been branding fresh prepared menu items for years think Big Mac, Whopper, Supreme Pizza, Friday’s Freeze. Today’s C-stores and Grocery stores have the same opportunity by creating an entity with identity within the grocerant niche of Ready-2-Eat and Heat-N-Eat fresh prepared food according Foodservice Solutions® Grocerant Guru™. 

Branding private label fresh prepared food is critical for retail food success moving forward according to our Grocerant Guru™.  Jim Hertel, managing partner at supermarket industry consultant Willard Bishop stated “There’s a growing rejection of overly processed and packaged foods, especially among younger consumers,”…. “They’re suspicious about food additives, and so sure ‘less is more’ that they buy gluten-free even if they’re not allergic to gluten.” Manufactures and retailers don’t sit back and get trapped in the comfort of doing what you have always done.  Get fresh, build new fresh products as an entity with identity. 

Are you trapped doing what you have always done and doing it the same way?  Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information

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