Instore - June 2018 - 34

Whole wheat

INSIGHT INSIDER

healthy

goodness

maybe we don't have yet. As hot bars mature, we want to try to have
something that attracts every customer in the store."
Blount formally launched a comprehensive organic soup line in 2016,
after dabbling in the category for years. Emphasizing the importance
of organics for Blount, the company ran a consumer promotional campaign - its first-ever - in addition to a trade promotional campaign
at the time at the time of the launch. The line currently includes eight
refrigerated soups and one refrigerated side, Organic Lentils & Chickpeas. Blount also markets several frozen organic soups and sides.

Clean label, meal solutions
Blount's instore deli success can be attributed in large part to a dovetailing of current consumer trends with principles the company has
long adhered to - clean label, for instance. "We are very happy with
the move toward clean-label," Sewall says. "It's something that's going
to stay."
That's in contrast, Sewall says, with other "good for you" trends that
come and go - sodium-free, gluten-free, fat-free, etc. "They fluctuate
from year to year," he says. "But I think clean-label is going to stabilize."
Blount has always prided itself on making great-tasting food that's good
for you, making clean-label a natural fit for the company, he says.

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Another trend that's strengthening Blount's already-strong presence
in the deli is increased acceptance of soup as a meal for the entire
family. Robust sales of Blount's 32-ounce family-size soup containers
- available, and performing well, in all three versions: Blount-brand,
Panera and private-label - provide ample evidence of that, Sewall
says. "They're selling extremely well - they've kind of taken centerstage," he says.
With soups, many consumers, will take a "pick two" approach common in restaurants, he says, pairing the family-size soup with sandwiches or a salad to round out the meal. "Soup's not just an appetizer
- people are seeing it as a real meal. It's kind of a perfect storm. It's
cost-effective, it's easy to make happen at home and it's good for you."
Private label also continues to grow at a rapid rate for Blount, Sewall
says. Private label sales industry-wide rose 15 percent in the 52 weeks
ending in early May, he says, citing data from Chicago-based market
research firm IRI.

http://www.ndmill.com

Table of Contents for the Digital Edition of Instore - June 2018