Shopper Marketing - May 2018 - 32

32

SHOPPER MARKETING MAY 2018

SHOPPING WITH STEVE

Heinen's in
Barrington, Illinois

Steve Frenda, managing director -
community development for the
Path to Purchase Institute, has been
a passionate retail watcher for more
than four decades. Having worked as
a retailer, for a brand manufacturer
and in the infotech world, he is
an authority on the entire path to
purchase and its changing face.
Contact Steve at sfrenda@p2pi.org.

FRENDA: One challenger brand I noticed at
Heinen's was Stonewall Kitchen. It all began
in 1991 at a farmers market in Portsmouth,
New Hampshire. The handsome product
line now spans 16 categories including jams,
preserves and spreads, baking and pancake
mixes, salsas and hot sauces, snacks, etc.

FRENDA: Here are two soap brands that deserve a second look (and
smell). Blue Mound Soap Co. and Indigo Wild, the makers of Zum Bar
soap - two companies that emerge from the U.S. heartland. Indigo Wild
is located in Kansas City, Missouri, and Blue Mound is 100 miles down
the road. In both cases I'm struck by the high quality of the products and
the culture of both companies giving back to their community.

FRENDA: In another of the "invisible" acquisitions, Happy Family Organics was acquired by Danone in 2013, just seven years into
Happy Family's journey. This mom-founded and operated baby food
business is driven by a "social imperative to address the health issues
linked to childhood nutrition." It shows that you can't start early
enough to change the way we eat.

FRENDA: Evol Foods is part of the growing family of brands under the umbrella of Boulder
Brands, which is committed to nurturing healthy and natural brands. They are seeking to redefine food and nutrition because "it's the right thing to do." Evol started by making burritos
in Colorado and have now extended to single and multi-serving meals and breakfast items.
Their motto: "Bring down the broken food system one bite at a time."

FRENDA: These Two Fat Guys brought tears to my eyes - literally. Their
lava hot sauce is not subtle. Two Fat Guys - Kent and Bob - have embarked on a journey to produce barbecue sauce that is good for you:
gluten-free, whole ingredients, non-GMO, no high fructose corn syrup
and preserved with lemon juice. Note that Heinen's does a nice job of
promoting locally sourced products.

Steve Says:

When you consider the shopping experience at Heinen's, a 23-store supermarket chain out
of Cleveland, you certainly know that it's unique - a weird combination of Whole Foods, a
traditional supermarket and the "treasure hunt" of a Costco. The major brands are stocked,
but their shelf placement is diminished, like nothing I have ever seen. Aisle after aisle, the
feature is the excitement generated by the "challenger" brands.



Table of Contents for the Digital Edition of Shopper Marketing - May 2018

Contents
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
Shopper Marketing - May 2018 - 8
Shopper Marketing - May 2018 - 9
Shopper Marketing - May 2018 - 10
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Shopper Marketing - May 2018 - 36
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