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" With the holidays coming up, retailers need to provide solutions, "
Cappelli said " If you're going to host Thanksgiving at your house,
everything has got to be perfect. So, you really want high-quality,
all-natural, clean solutions. It's important for retailers to provide
solutions to consumers and give themselves a point of difference in the
marketplace. "
Retailers can stand apart from their competitors by offering highquality
solutions that no one else has. While traditional deli salads such
as tuna, chicken, egg and seafood are still top-sellers -and probably
always will be- category growth is mostly occurring in globallyinspired
flavors and plant-based, natural options.
Don's newest line of Better Bowls includes five globally-inspired deli
salads that are ready-to-eat, packed with protein and free from artificial
ingredients:
* Chicken Pesto Pasta Bowl - grilled white meat chicken breast tossed
with artichokes, white beans and rotini paster, and mixed with
organic basil pesto.
* Honey Sriracha Chicken Bowl - grilled white meat chicken breast
mixed with red bell peppers and wild rice and tossed with a honey
sriracha sauce.
* Unwrapped Grilled Chicken Burrito Bowl - grilled white meat
chicken breast, roasted corn, black beans and long grain brown rice,
mixed with southwestern style spices and lime juice.
* Korean BBQ Style Chick'n Bowl - plant-based chicken with
vegetables and long grain brown rice, tossed in a Korean BBQ-style
sauce with scallions and sesame seeds.
* Mexican Style Chorizo and Rice Bowl - plant-based chorizo, black
beans, sweet corn and jalapeno, mixed with long grain brown rice
and Mexican-style spices.
Roe added that busy shoppers are resonating with Reser's new
Deli Preferred line. The convenient, resealable, upscale deli salads are
perfect for on-the-go and available in the grab 'n go section. Flavors of
this line include lighter, vinaigrette-based salads like Basil Pesto Bowtie
and Lemon Capellini; global varieties like Thai-Style Noodle and Greek
Pasta Salad; and classic favorites like Rustic Red Potato Salad. Developed
to look made-in-store and capture more refined tastebuds, there is
something for everyone.
" Consumers scan ingredient statements and want to feel good about
what they're eating, " said Roe. " For the most part, they don't want to
sacrifice flavor or taste (or convenience), but we think there may be
some flexibility on price. There is a perception that fresh deli sides are
already 'clean' - so in many cases, we see the industry simply catching
up with consumer expectations. "
Roe noted products that focus on a single herb, spice, or primary
ingredient, give the consumer a cue of what to expect from the
product and can easily sway a customer one way or the other when
making their purchasing decision - that's why it's so important to offer
consumers a good variety to choose from.
Reser's Korean Style Noodle salad has stood out this year, as
consumers are searching out variety and new eating experiences. Roe
also reported success with seasonal flavors. The company recently
reintroduced its Harvest Turkey salad for the fall and is offering it in
multiple formats: Bulk Recovery (add your own protein), Bulk Fully
Prepared, and Pre-Packaged under Deli Preferred, No-Brand label.
supermarketperimeter.com
NOVEMBER 2021 - 31
Merchandising tips for instore and online
The fall and winter seasons mean more indoor roasting and baking, and
center-plate proteins from the oven are also terrific partners to savory
baked beans, tangy coleslaw or crunchy grain salads, Roe pointed out.
" Retailers can use these occasions to their advantage by providing
obvious pairings that make it easy for consumers to grab and go, "
Roe said. " They can also set instore signage as visual cues of seasonal
events like tailgating to serve as a reminder of how well the deli
provides easy meal solutions. "
Roe pointed out that Reser's Single Serves are perfect for secondary
placement as they are small and can be added into almost any slot
in a refrigerated area. He also noted that retailers shouldn't forget to
put their deli salad offerings front-and-center in the online shopping
environment too.
" From meal-deals to targeted coupon promotions to virtual sampling,
many tactics that have been around for years are now core to meeting
consumers where they are most comfortable browsing and buying, "
Roe said. " Pandemic-driven shopping behaviors have become routine,
and the category needs to build out infrastructure to support a
seamless consumer experience from in-store to online. This includes
making 'aisles' more shoppable, carrying through traditionally in-store
promotions and meal deals, to investing in search to drive relevancy
against consumer queries. "
Cappelli added that retailers can showcase deli salads alongside
other products to push new ideas for meal solutions. Recipe and pairing
suggestions can help retailers get a higher dollar ring as well.
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Supermarket Perimeter - November 2021

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