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    Sara Lee Launches 'Deli C.U.T.S.' To Drive Sales, Profits

    DOWNERS GROVE, Ill. -- Sara Lee here said it will unveil an innovative category development program for deli managers at the International Dairy Deli Bakery Association convention, which gets underway this weekend in Orlando.

    DOWNERS GROVE, Ill. -- Sara Lee here said it will unveil an innovative category development program for deli managers at the International Dairy Deli Bakery Association convention, which gets underway this weekend in Orlando.

    Known as Deli C.U.T.S. (Consumer Understanding and Targeted Strategies), the new Sara Lee Deli initiative will provide unique consumer insights that will help retailers reach their customers in a more powerful and profitable way. Deli C.U.T.S. will also address a variety of opportunities that are important to all retailers -- from deli strategies, merchandising and product innovation to ideas regarding assortment, packaging and promotion.

    Over a six-month period, Sara Lee's deli division and The Partnering Group, a leading consulting firm within the industry, conducted research to glean information on consumer buying trends, product assortment and promotion best practices, pricing, motivations behind buying; the ways in which consumers shop the category, and consumer lifestyle/lifestage impact on packaged meat purchases.

    "Sara Lee is one of the first deli companies to heavily invest in understanding current and future shopper trends to provide customers not only with this data, but also with actionable insights for making the most of the data," said Ric Herrera, deli category planning director, Sara Lee food and beverage. "Sara Lee's Deli C.U.T.S. research identified deli as a critical power category that can expand our customers' shopper base, shopper frequency and total basket ring."

    Sara Lee's C.U.T.S. program consists of three strategic components:
    The first component is to convert more shoppers and build the number of meat and cheese buyers. "C.U.T.S. offers tactics for increasing deli's 'share of mind' for retailers and for increasing deli's 'share of trip,'" Herrera said.

    The program's second component addresses strategies for building transaction size, increasing the deli channel's dollar ring. These include such tactics as offering value-added products and spurring the purchase of additional deli items per trip. "We offer our customers strategies for going after an increased share of the consumer's wallet," Herrera said.

    C.U.T.S.' final component targets consumer's deli consumption by showing retailers how to grow demand and extend deli usage to additional meals.

    Representatives of Sara Lee's Deli Team will be on hand at IDDBA booth #2433 to outline the program and its benefits to deli customers attending the show.

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