Friday, October 9, 2015

When Does Private Lable Food Become a Brand?

The simple answer is ask, Aldi or Trader Joe’s.  Month after month legacy CPG companies are experiencing a decline is volume shipped.  The decline is being driven in large part by fresh prepared Ready-2-Eat and Heat-N-Eat food; that is driving top line growth in every sector of retail foodservice today including restaurants, grocery, c-store and drug stores.

Legacy food manufactures are waiting for a turnaround. Increasing top line revenue, customer continuity, bottom line profits in the food industry should be an ongoing focus of all retailers; and waiting around does not cut it. Customer continuity means maintaining a level of excitement in your menu or food products that drive contemporized relevance for your customer in order to maintain or increase frequency levels.

Food manufactures goal should be creating or identifying distinctive differentiated food consumable’s as an entity with identity by day-part.  Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables will place you in a select industry grouping.  Research with a focus on the grocerant niche will help you get there. Try:

The food value proposition equilibrium for the consumer today balances; better for you, flavor, and traditional products all blended into something with a twist.  In industry speak, differentiated does not mean different to the consumer it means familiar.  Private label brand managers have been contributing to the decline in sales by legacy branded product offerings displacing national brands. 

The Grocerant Guru™ can provide the Outside Eyes need to bring new light and assist in your pace of growth, redevelopment and deployment of your new menus with appropriate COG’s. Foodservice Solutions is very good at assisting people reach their goals. So, when does a private label product become a brand? The answer is when shoppers adopt the promise of the private label product over that of a legacy brand.

Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche.
Invite Foodservice Solutions® to complete a Migration Marketing assessment, grocerant program assessment. For brand, product placement, menu positioning assistance simply visit:  today.  

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