Supermarket Perimeter - March 2023 - 54

Produce
Salad
dressings
By Andy Nelson
MORE AND MORE RETAILERS are adding a new dimension to their
fresh produce sections with shelf space devoted to refrigerated salad
dressings, an alternative to center-store products that continues to gain
new followers.
Two of Litehouse's latest additions to its lineup of refrigerated salad
dressings - 20-ounce value versions of its Litehouse Caesar and
Litehouse Garlic Ranch dressings - have been high performers with its
grocery partners, which include ABSCO, Bashas, Giant Eagle, Hy-Vee,
Publix, and Save-A-Lot, said X.
They've been such good performers, in fact, that in February
Litehouse introduced introduced a new flavor, Litehouse Creamy Italian
Dressing & Dip.
" With a fresh herb taste from basil, oregano, thyme and
parsley, this creamy dressing delivers on a consumerfavorite
flavor that 6 out of 10 report regularly purchasing, "
said Camille Balfanz, director of brand management.
It also offers consumers a versatile dressing perfect
for a variety of applications, including salads,
sandwiches, and dips.
Litehouse will also be introducing new Litehouse
yogurt-based dressings in 2023 as a lower-calorie
offering for more health-conscious consumers.
The varieties will be a mix of classic and trending
flavors, Balfanz said, including Creamy Ranch, Tzatziki
Ranch, Avocado Cilantro and Classic Caesar.
This comes on the heels of Litehouse and Brand Institute's 2022
partnership, which yielded the Litehouse-branded Purely Balanced line
of Greek yogurt-based refrigerated salad dressings.
The thick and creamy dressings are only 45 calories per serving and
have 0 grams of added sugar, " an ideal choice for consumers trying
to meet specific dietary needs without compromising on taste and
quality, " according to Brand Institute.
The dressings have no high fructose corn syrup or artificial colors,
flavors, preservatives or sweeteners. They come in a convenient, 9 oz.
plastic squeeze bottle and are available in five thick and creamy, Greek
yogurt-based flavors.
54 - MARCH 2023
Litehouse's portfolio of refrigerated salad dressings has grown
to address all unique consumer segments within the category,
Balfanz added.
" From new flavor offerings like Hatch Chili Ranch and Avocado Ranch
to expanding our 20-ounce family size line with the new Creamy Italian
Dressing & Dip to launching new low-calorie, yogurt-based dressings
for the health-conscious shopper, we strive to offer an array of RSD
options to address changing consumer preferences and lifestyles. "
There continues to be demand for refrigerated dressings that meet
consumers' needs for quality ingredients and new, innovative flavors,
she added.
As the no. 1 brand in the RSD category for the past five years,
Litehouse also remains the no. 1 leader in the value RSD category with
50% market share of the 20-ounce family-size dressing category.
According to Litehouse, Caesar is one of the fastest growing salad
dressing flavors, driving growth in refrigerated salad dressing category
by 7.3%.
As one of Litehouse's top selling 13 oz. dressings, adding Caesar to its
lineup of convenient 20 oz. squeeze bottles was a no brainer, said Heidi
Wieber, brand manager at Litehouse.
" Litehouse Caesar Dressing & Dip contains the perfect blend of garlic,
parmesan and just the right touch of anchovy to add robust flavor to
any recipe. "
Nearly half of consumers say they will consider buying larger size
salad dressing when it's a flavor they like and use regularly, she added.
And when it comes to flavors, consumers want versatility, so flavors
like Caesar and ranch that can be used in an array of dishes are popular.
" Ranch has been a beloved flavor that continues to trend upwards,
especially when it comes to flavored ranches, like garlic and jalapeno.
In fact, Litehouse's 20 oz. Jalapeno Ranch Dressing and Dip is doing
extremely well, with sales up 79% year-over-year. We look forward to
continuing momentum with the introduction of Garlic Ranch. "
Demand for refrigerated salad dressings (RSD) in general is strong,
Wieber said.
" We're continuing to drive the category with innovative flavors and
formats that align with consumer trends. "
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Supermarket Perimeter - March 2023

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