instore - March 2018 - 14

merchandising

Brill, a CSM Bakery
Solutions company, says
there is a huge emotional
connection between
consumers and brands
that matter to them.

"Branded bakery items help to attract consumers to fresh bakery, but at
a premium that complements the retailer's existing line," he says.
MARS points out that formulating recipes with branded products like
M&M's, Twix or Snickers is a simple way to add complexity and refinement to desserts. The crunch of an M&M's shell or, the sweet and salt
balance of the Twix, or the combination of roasted peanuts, nougat,
caramel and chocolate in Snickers are individual strengths and attributes that can be utilized. They can be chopped or even frozen and can
provide a complex addition to a bakery item.

"At Brill, we've partnered with highly recognizable brands that are
leaders within their category and that can reinforce the key drivers of
the fresh bakery category - freshness, quality and taste," he says. "Our
current portfolio includes partnerships with The Hershey Company,
FOCUS Brands and Mondelez. As we launch smaller formats that
represent more individual or mini-indulgences, we expect the growth
to continue."

MARS also notes that highlighting brand names on menus allows
consumers to have a better idea of what flavors they can expect.
Siethoff recommends merchandising branded baked goods in areas
with high visibility.
"One key to success with licensed bakery programs is co-placement in
high-traffic areas, such as the store entrance, dairy aisle, the front-end
perimeter and by the checkout, as well as in the fresh bakery where
impulse sales are likely," he says.

14 * MARCH 2018 * instore

BRILL

Siethoff says success in the branding department is strongly impacted
by partnering with brands that have easily-translatable equities in
convenient formats for retailers to sell and consumers to purchase.



Table of Contents for the Digital Edition of instore - March 2018

instore - March 2018
Need to Know - Dabates and definitions
Spotlight - By the numbers
Merchandising - Branded baked goods
Specialty Insights - Organic deli products
Cover Story - Bi-Rite Market's Sam Mogannam
Commissary Insider
Insight Insider - Bi-Rite commissary
Equipment - Pizza Production
Food Safety - Allergen detection
Packaging - Grab 'n Go grabs market share
R&D - Investing in the Silicon Valley of food
Equipment & Packaging - Latest innovation: Frying technology
instore - March 2018 - instore - March 2018
instore - March 2018 - instore - March 2018
instore - March 2018 - 2
instore - March 2018 - 3
instore - March 2018 - 4
instore - March 2018 - 5
instore - March 2018 - 6
instore - March 2018 - 7
instore - March 2018 - Need to Know - Dabates and definitions
instore - March 2018 - 9
instore - March 2018 - Spotlight - By the numbers
instore - March 2018 - 11
instore - March 2018 - Merchandising - Branded baked goods
instore - March 2018 - 13
instore - March 2018 - 14
instore - March 2018 - 15
instore - March 2018 - Specialty Insights - Organic deli products
instore - March 2018 - 17
instore - March 2018 - 18
instore - March 2018 - 19
instore - March 2018 - Cover Story - Bi-Rite Market's Sam Mogannam
instore - March 2018 - 21
instore - March 2018 - 22
instore - March 2018 - 23
instore - March 2018 - 24
instore - March 2018 - 25
instore - March 2018 - 26
instore - March 2018 - 27
instore - March 2018 - 28
instore - March 2018 - 29
instore - March 2018 - 30
instore - March 2018 - 31
instore - March 2018 - 32
instore - March 2018 - Insight Insider - Bi-Rite commissary
instore - March 2018 - 34
instore - March 2018 - 35
instore - March 2018 - 36
instore - March 2018 - 37
instore - March 2018 - Equipment - Pizza Production
instore - March 2018 - 39
instore - March 2018 - 40
instore - March 2018 - 41
instore - March 2018 - Food Safety - Allergen detection
instore - March 2018 - 43
instore - March 2018 - 44
instore - March 2018 - 45
instore - March 2018 - Packaging - Grab 'n Go grabs market share
instore - March 2018 - 47
instore - March 2018 - 48
instore - March 2018 - 49
instore - March 2018 - R&D - Investing in the Silicon Valley of food
instore - March 2018 - 51
instore - March 2018 - Equipment & Packaging - Latest innovation: Frying technology
instore - March 2018 - 53
instore - March 2018 - 54
instore - March 2018 - 55
instore - March 2018 - 56
instore - March 2018 - 57
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