Supermarket Perimeter - March 2019 - 18

Bakery

Branded goods
With private label on the rise, brands have
plenty to offer to consumers and retailers
BY RYAN ATKINSON

Brands offer new experiences
With the growth of Aldi and Trader Joe's, retailers began viewing their
own products in a new light.
"They saw success with this sort of sliding scale version of private

Packaging sells
While quality, taste and consistency
are paramount in a branded product's success, there is another key
part of staying relevant in today's
world of high-end private label
products.
"As a brand, we combatted
the private label trend with our
packaging," says David Skinner,
marketing manager for Omaha,
Nebraska-based J. Skinner
Baking Co.
18 - MARCH 2019

label," Skinner says, mentioning the bare bones, ultra-value products of
Aldi and the extravagant Trader Joe's offerings that can go toe-to-toe
with any major brand. "All of the sudden, private label and store brands
didn't need to be boring, sub-par offerings."
Many of the largest retailers responded to this trend by making
private label and store-baked products most of their inventory, but the
move wasn't turnkey. They then began to differentiate their private label
offerings, generating different tiers of quality, as well as organic lines.
Now, with retailers finding success with their own brands, what can
branded baked goods offer?
"The answer is that although they have the spectrum covered, different brands present different identities and garner different emotions
from the consumer which presents different purchase opportunities for
the retailer," Skinner says. "In a sea of private label clamshells, a branded
product stands out as something unique and premium."
Tim Boote, marketing director for St. Pierre Bakery - headquartered
in Manchester, England - says when consumers go to the bakery section, they are typically looking for products they can't get in the bread
aisle. "When consumers see branded products in the instore bakery,
they make the connection that these are specialty products or premium
items," he says. "I think once people start to recognize
your products are in this instore bakery, they know
to look for them there."

Skinner says the first two generations of J. Skinner packaging were
somewhat loud and clashed with the
ambiance retailers were trying to
achieve in their instore bakeries.
"In the redesign phase, we toned
our visual presence to assimilate better with a vision that many retailers
share for their bakery," he says. "As
our new packaging had rolled out into
the market the past couple months,
we've had many retailers particularly

on the east and west coast opt for
our J. Skinner branded products
versus our private label offerings."
St. Pierre Bakery, based in
Manchester, England, finds that its
distinctive packaging color helps
consumers find its products among
other baked goods.
"Our orange packaging really
helps consumers recognize our
products," says Tim Boote, the
company's marketing director.

www.supermarketperimeter.com

ST. PIERRE BAKERY, RUBICON BAKERS, JAMES SKINNER BAKING CO.

BRANDS IN THE INSTORE BAKERY ARE IN A STRANGE PLACE, says
David Skinner, marketing manager at Omaha, Nebraska-based James
Skinner Baking Co.
Private label baked goods are no longer mired in an unflattering
reputation and consumers are increasingly reaching for unbranded
products. It begs the question: why do instore bakeries even need an
outside brand in their store? Where does an outside brand fit in?
"All retailers are handling this evolution in a different manner," Skinner
says. "The biggest influencers right now that determine what major
retailers are carrying is the rise of limited assortment stores and tiered
private label brands."
Whether it's a full-blown marketing campaign or a quirky niche
brand with fun packaging, he says, an outside brand in the instore
bakery presents a new, different experience for the consumer and an
incremental sale opportunity to the retailer.


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Supermarket Perimeter - March 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2019

Supermarket Perimeter - March 2019
Editor's Note - Ready to rumble
Contents
The Wire - Supermarket customer satisfaction sinks
Nearly half of consumers to increase organic consumption
United Fresh unveils plans for 2019 convention
Corbion ingredient receives innovation award
To serve or not to serve?
GOING PREMIUM
Thrifty, but willing to spend
Getting up to speed
Bakery - Branded goods
Bagels - What makes the perfect bagel
Deli - Meal kits 2.0
Hot entrees
Meat & Poultry - Heat-and-eat meats
Beef - Confident consumers, better quality drive big gains at retail
PRODUCE - PREVENTING SHRINK
Produce - Blueberries
Seafood - Poke power
Food Safety - Tamper-evident delivery
COMMISSARY INSIDER - Fresh-cut fruit
PACKAGING - FUNCTIONAL DESIGN
OPERATIONS - ORGANICS
FOOD SAFETY - INCREASING SHELF LIFE
Product Showcase
Advertisers
FRESH TAKES
Supermarket Perimeter - March 2019 - Supermarket Perimeter - March 2019
Supermarket Perimeter - March 2019 - Supermarket Perimeter - March 2019
Supermarket Perimeter - March 2019 - 2
Supermarket Perimeter - March 2019 - Editor's Note - Ready to rumble
Supermarket Perimeter - March 2019 - Contents
Supermarket Perimeter - March 2019 - 5
Supermarket Perimeter - March 2019 - Corbion ingredient receives innovation award
Supermarket Perimeter - March 2019 - 7
Supermarket Perimeter - March 2019 - To serve or not to serve?
Supermarket Perimeter - March 2019 - 9
Supermarket Perimeter - March 2019 - 10
Supermarket Perimeter - March 2019 - 11
Supermarket Perimeter - March 2019 - GOING PREMIUM
Supermarket Perimeter - March 2019 - 13
Supermarket Perimeter - March 2019 - Thrifty, but willing to spend
Supermarket Perimeter - March 2019 - 15
Supermarket Perimeter - March 2019 - Getting up to speed
Supermarket Perimeter - March 2019 - 17
Supermarket Perimeter - March 2019 - Bakery - Branded goods
Supermarket Perimeter - March 2019 - 19
Supermarket Perimeter - March 2019 - 20
Supermarket Perimeter - March 2019 - 21
Supermarket Perimeter - March 2019 - Bagels - What makes the perfect bagel
Supermarket Perimeter - March 2019 - 23
Supermarket Perimeter - March 2019 - 24
Supermarket Perimeter - March 2019 - 25
Supermarket Perimeter - March 2019 - Deli - Meal kits 2.0
Supermarket Perimeter - March 2019 - 27
Supermarket Perimeter - March 2019 - 28
Supermarket Perimeter - March 2019 - 29
Supermarket Perimeter - March 2019 - Hot entrees
Supermarket Perimeter - March 2019 - Meat & Poultry - Heat-and-eat meats
Supermarket Perimeter - March 2019 - 32
Supermarket Perimeter - March 2019 - 33
Supermarket Perimeter - March 2019 - Beef - Confident consumers, better quality drive big gains at retail
Supermarket Perimeter - March 2019 - 35
Supermarket Perimeter - March 2019 - 36
Supermarket Perimeter - March 2019 - 37
Supermarket Perimeter - March 2019 - PRODUCE - PREVENTING SHRINK
Supermarket Perimeter - March 2019 - 39
Supermarket Perimeter - March 2019 - 40
Supermarket Perimeter - March 2019 - 41
Supermarket Perimeter - March 2019 - Produce - Blueberries
Supermarket Perimeter - March 2019 - 43
Supermarket Perimeter - March 2019 - Seafood - Poke power
Supermarket Perimeter - March 2019 - 45
Supermarket Perimeter - March 2019 - 46
Supermarket Perimeter - March 2019 - 47
Supermarket Perimeter - March 2019 - Food Safety - Tamper-evident delivery
Supermarket Perimeter - March 2019 - 49
Supermarket Perimeter - March 2019 - 50
Supermarket Perimeter - March 2019 - 51
Supermarket Perimeter - March 2019 - 52
Supermarket Perimeter - March 2019 - COMMISSARY INSIDER - Fresh-cut fruit
Supermarket Perimeter - March 2019 - 54
Supermarket Perimeter - March 2019 - 55
Supermarket Perimeter - March 2019 - PACKAGING - FUNCTIONAL DESIGN
Supermarket Perimeter - March 2019 - 57
Supermarket Perimeter - March 2019 - OPERATIONS - ORGANICS
Supermarket Perimeter - March 2019 - 59
Supermarket Perimeter - March 2019 - 60
Supermarket Perimeter - March 2019 - 61
Supermarket Perimeter - March 2019 - FOOD SAFETY - INCREASING SHELF LIFE
Supermarket Perimeter - March 2019 - 63
Supermarket Perimeter - March 2019 - Advertisers
Supermarket Perimeter - March 2019 - FRESH TAKES
Supermarket Perimeter - March 2019 - 66
Supermarket Perimeter - March 2019 - 67
Supermarket Perimeter - March 2019 - 68
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