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Getting down to ‘Just the Basics’ pays off

BY Antoinette Alexander

Private-label penetration at CVS/pharmacy locations is expected to grow to more than 20% in the next two to three years, and to help drive that growth, the retailer has developed its new Just the Basics line of store-brand products.


Officially launched in February 2011, the brand represents a functional, value-
priced, smart-simplicity positioning. It is comprised of nearly 100 items, and there are plans to expand the line going forward.


In developing the line, CVS/pharmacy conducted customer focus groups where it identified the need for an opening price point value brand. It then defined that the brand would consist of everyday essential products that would help get her 
through her day.


Just the Basics offers shoppers a large selection of practical items from a variety of categories throughout the store, including household, beauty, baby and personal care. The products start at 67 cents and can be found at store locations nationwide and online at CVS.com.


At CVS/pharmacy, store-brand and proprietary products made up 17.2% of front-store sales as of the second quarter ended June 30, up 70 basis points from the prior year, as shoppers remain value-conscious.

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Seasonal Shock-er

BY Barbara White-Sax

ST. LOUIS — Anheuser-Busch has launched the first seasonal offering under its Shock Top craft beer label. Shock Top Pumpkin Wheat, a traditional Belgian-style wheat ale brewed with pumpkins and autumnal spices, will be available until January 2012 in six-packs and 12-oz. bottles. 


A-B also is launching the brand’s first sampler pack, including the original Shock Top Belgian White, Shock Top Pumpkin Wheat and Shock Top Raspberry Wheat. Sales of the Shock Top brand have been ahead 77% for the first half of the year, according to A-B.

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Quick-and-easy heats up sales

BY Barbara White-Sax

Frozen foods still are a popular choice. Packaged Facts projected that retail sales of frozen foods and beverages will reach $70 billion in 2015, a 25% increase over 2010 revenues. Growth will be fueled by a trio of strong-performing categories that have been driving the category for some time: frozen pizza, handheld breakfast food and prepared vegetables. 


The category also has gotten a boost from microwavable frozen meals that serve as quick-and-easy — and inexpensive — lunches.

 

The article above is part of the DSN Category Review Series. For the complete Frozen Food Sell-Through Report, including extensive charts, data and more analysis, click here.

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