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    PG Web Extra: School Lunches Aren’t Bread Alone

    Brands team with other products for full sandwich experience

    By Bridget Goldschmidt, Stagnito Business Information
    Sara Lee Bread cross-promotion display

    Bread is of course an integral part of sandwiches, which means that bread manufacturers often join with complementary products in other parts of the store to provide shoppers for school lunches with complete sandwich solutions.

    "Partnering with other CPG brands and products has been a key part of Bimbo Bakeries USA's (BBU) selling strategy, and has enabled Sara Lee Bread to grow by reaching new consumers, often in new or different areas of the store," affirms Eileen Gonthier, senior brand manager of Sara Lee Bread, a brand of Horsham, Pa.-based BBU.

    "For example, this year, Sara Lee Bread partnered with Smucker's fruit jelly, Jif peanut butter and Ziploc sandwich bags for a joint promotion, with the goal of targeting moms leading up to the back-to-school season to remind them that Sara Lee Bread can be paired with their choice of spread for the perfect school lunch or after-school snack," recounts Gonthier. "This joint promotion was featured in integrated POS displays, store circulars, and digital coupons on customers’ websites."

    Additionally, for parents concerned about nutrition, Sara Lee's most recent entry in the better-for-you segment, the Delightful Breads line, boasts 45 calories per slice and comes in three varieties: Healthy Multi-Grain; 100% Whole Wheat (made with real honey); and Wheat. All of the heart-healthy breads provide an excellent source of fiber in each two-slice serving, with no artificial colors or flavors, and no high-fructose corn syrup.

    Organic Partnership

    Meanwhile, in the natural/organic segment, Boulder, Colo.-based Rudi's Organic Bakery, whose breads feature a variety of healthy ingredients like whole grains, spelt, fiber and flax, as well as being free of artificial ingredients, preservatives, chemicals, high-fructose corn syrup and GMOs, is similarly teaming up with a fellow sandwich component.

    "As part of the Hain Celestial family, we regularly look for opportunities to partner with other Hain brands at retail," notes Sam Garfinkel, senior brand manager at The Hain Celestial Group, of which Rudi's is a brand. "One example of this is our cross-merchandising efforts with Maranatha, a fellow Hain brand and leader in the organic and all-natural nut butter category. Cross-merchandising in this way not only makes shopping easier for consumers, but it also helps to build basket size among complementary brands."

    Further, according to Garfinkel: "From a programmatic/campaign standpoint, Rudi's Organic Bakery participates in Rock the Lunch Box, an online resource for exploring and sharing lunch ideas, printing coupons and discovering ways to get kids excited about real food. Rudi's is one of four complementary participating brands in the program and has been a sponsor for the past two years. Partnering with Rock the Lunch Box continues to be an effective means for driving additional awareness and trial of Rudi’s products."

    Last month, the brand introduced Rudi's Organic Bakery Kids Bread in white and wheat varieties. Touted as the first nationally available organic bread made for children, the product "has small, thin slices, making it the ideal size for kids," observes Garfinkel, adding, "The recipe was developed specifically to appeal to kids as well as parents, which means that it's incredibly soft and fluffy, and made with only simple, organic ingredients."


    By Bridget Goldschmidt, Stagnito Business Information
    • About Bridget Goldschmidt In addition to serving as Progressive Grocer’s Managing Editor, Bridget writes many print and digital features encompassing a range of grocery and fresh categories across the store. Bridget also enjoys on-site reporting assignments at such key industry events as the New York Fancy Food Show and the International Boston Seafood Show, in addition to visiting stores for PG’s prestigious Store of the Month feature. In her years with the magazine, she has developed into a knowledgeable voice on grocery industry trends, sought by such distinguished publications as The New York Times.

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