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In yet another sign of the growing buying power of Hispanic shoppers, Kraft Foods International and food importer and marketer BWI, Inc. have joined forces to bring to the United States Nabisco Social, the top-selling savory cracker in Latin America. Known in Spanish-speaking countries as Club Social, the brand is popular in Argentina, Colombia, Brazil, Equador, Venezuela, and Uruguay. It's scheduled to hit U.S. store shelves by the end of this month, although at presstime the initial customers and exact timing were still being worked out.
Tim Broderick, director of global exports for Northfield, Ill.-based Kraft, said Social crackers will be available "at mainstream retail outlets for nostalgic consumers and variety-seeking consumers."
"[I]nitial response from retailers has been impressive even before the planned launch programming has begun," added Kerry Bamberger, c.e.o. of Westlake Village, Calif.-based BWI, who said that the partners plan "aggressive price promotions and merchandising" of the product.
Those promotions and merchandising strategies will vary by retailer, Kraft spokeswoman Claire Regan told Progressive Grocer.