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Hot GM and consumables products at NACDS Total Store Expo 2013

BY Alaric DeArment

NACDS is hosting the inaugural Total Store Expo conference in Las Vegas from August 10 to 13. Below are some of our editors’ picks of the hot GM and consumable products at the show.

Ch-ch-ch-Chia Seeds

Everybody knows the familiar “Ch-ch-ch-Chia” jingle from the Chia Pet commercials, not to mention special-edition Chia Pets in the likeness of such people as Barack Obama — and now Willie Robertson from TV’s “Duck Dynasty” — but Joseph Enterprises, the company behind Chia, has introduced edible Chia Seeds. Packed with omega-3 fatty acids and other nutrients, the seeds are designed for use in baking, yogurt or eating after adding water. The healthy food fits well with Joseph Enterprises’ business model — it has been marketing the seeds for decades in its Chia Pet kits — particularly as it seeks to drive foot traffic in stores. “We advertise our products nationally, creating a consumer demand, and then we advertise them to the retailer, so we help create store traffic,” Joseph Enterprises’ Joseph Pedott told DSN.

Pet Head Pretty Kitty Deshedding Wipes

Pet Head — started by Bed Head creator Kyara Mascolo, and then spun off when Unilever bought the brand — has launched a new line for cats that includes a mousse cleaner that doesn’t require rinsing, deshedding wipes, a spray-on and wipe-off “dry clean,” and shampoo and conditioner designed to reduce shedding. Other new products include fragrance sprays for dogs, as well as a dry shampoo. “We’re seeing dogs and cats are the new kids, so we’re producing products made in the United States to escalate the experience between the pet and the owner,” Pet Head marketing and product development executive Andrea Garcia told DSN.

Little Crunchies

Fresh off the heels of its launch of a buttered sweet corn flavor, and as it prepares for a September launch of a grape flavor, Crunchies is partnering with Warner Bros. to market Little Crunchies, which are aimed at getting kids to eat healthy. The terms of the deal are confidential, but Crunchies president and CEO Jim Lacey told DSN that it was “multi-year” and would include promotions tied in with movies and other entertainment — “wherever there’s a good fit” — and a social media and web marketing campaign. Packaging for the line will feature various Looney Tunes characters.

Doggie Deodorant

With more baby boomers and young people buying pets, “pet grooming” is giving way to “pet beauty.” That sums up the strategy of Wahl Clipper, which has introduced a new line of all-natural pet cleaning products, including dog deodorant and easy-rinse shampoos. The deodorant is designed to be sprayed on dogs, with a strong but not overwhelming scent, and then to dissipate, taking the dog’s odor with it. Meanwhile, the shampoo was designed the way a shampoo for humans would be designed because, as Wahl director of North America consumer sales Audie Rudiger told DSN, the first thing people do when buying shampoo for themselves is to smell it.

Duck Tape Ducklings

Duct tape may well be one of the most useful products ever invented, having even been used for repairs during the Apollo 13 mission. Now, ShurTech Brands has introduced a line from its Duck Tape brand that is useful as well as decorative. “Ducklings,” small enough to fit in the palm of one’s hand, are designed mainly for small details and decorations, and are available in a variety of patterns like pink zebra, glow-in-the-dark and neon colors. The tape is designed for uses like gift wrapping, stylizing and more. Another new product is Washi Tape, which is designed to decorate objects like vases, but is also less permanent and easier to remove than others.

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Nielsen: Marks of innovative products

BY Michael Johnsen

CHICAGO — Innovation. It’s what everybody in the Sands Expo Center is looking for — that kind of traffic-driving innovation that breaks the mold and generates $100 million to $200 million in first-year sales. But what does innovation look like?

“As marketers, this is what you live for,” Taddy Hall, Nielsen SVP innovation shared during a recent webinar celebrating this past year’s innovation success stories. It’s like capturing lightning in a bottle because, in addition to steadily climbing top-line sales, truly breakthrough innovations help charge up a sales team and invigorate the buyer community.

The common threads that tie breakthrough innovation together include distinctiveness (i.e., no line extensions), relevance (i.e., generates enough consumer traction to yield at least $50 million in first-year sales) and endurance (i.e., brands achieve at least 90% of year one sales).

“What we find with breakthrough winners is that they do perform vital, unmet jobs in the lives of consumers,” Hall said. Successful innovations reconfigure benefits to perform poorly addressed jobs, and nailing that kind of consumer fulfillment can actually transform a category. “Building successful innovation offerings is much more straightforward once you understand the consumer’s job to be done,” Hall added.

Last year’s 14 “winners,” culled out of 3,400 new product launches, included the likes of Chattem’s Allegra, Hershey’s Reese’s Minis and Procter & Gamble’s Downy Unstopables.

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Hot OTC products at NACDS Total Store Expo 2013

BY Michael Johnsen

NACDS is hosting the inaugural Total Store Expo conference in Las Vegas from August 10 to 13. Below are some of our editors’ picks of the hot OTC products at the show.

 Nic Fix

Nico Worldwide launched a homeopathic nicotine equivalent product, called Nic Fix, that’s safe to use while smoking, suppresses nicotine craving and is non-habit-forming, according to the company. The product comes in a single-serving shot format in a lemon drop flavor. One with more active ingredients is available in a minty mouth flavor. According to the company, the product can either be used as a smoking-cessation device or a smoking-substitution product. Smoking cessation is expected to be a hot category with the advent of the Patient Protection and Affordable Care Act as more consumers are incentivized to quit.

Each shot retails for a suggested price of $2.99.

KT Tape Pro

After a successful launch last year, KT Tape recently expanded its core line of kinesiology tapes to KT Tape Pro, which features a synthetic blend vs. the original cotton blend. The new blend helps to better wick away sweat, enabling the pain-relieving product to stay in place for longer periods of time. Whereas the cotton tape lasted for about two to three days, the Pro version lasts between four and seven days, according to the company.

Suggested retail price is $19.99, and the Pro version is shipping now. Each box comes with 20 precut strips of 100% synthetic tape.

ChopSaver

Good for the Goose has brought ChopSaver to NACDS TSE — an all-natural herbal lip balm formulated with the pain-relieving agent arnica. The brand was developed specifically for brass or woodwind musicians to relieve symptoms caused by the wear and tear from mouthpiece pressure on their embouchures — the way they form their lips when playing. The product already has a strong following among musicians and comes dermatologist-recommended. With the addition of SPF, outdoor enthusiasts have also embraced ChopSaver Gold, which adds sun protection to its already impressive healing and moisturizing properties.

Shipping now, the product is available at $4.99 each.

Novarnica

Xcentric launched its Novarnica product in the Canadian market in January, and over the first three months generated $3 million in sales. Novarnica is a spray-on arnica product formulated with 20% arnica Montana, the highest amount of the active ingredient currently on the market, the company reported. External analgesics is a category where consumers are always on the lookout for a new pain relieving option that works, opening the door for new ingredients and delivery options.

The 65 ml product retails for a suggested $9.99. The larger 120 ml SKU retails for a suggested $15.99.

Real Relief Asthma Respiratory Care

Homeolab is in the process of launching its Real Relief Asthma Respiratory Care chewable tablets. Since Primatene Mist had been pulled off the market at the end of 2012, there has not been a significant asthma-care brand in the self-care space. Retailing for a suggested $11.99, the chewable tablets help relieve symptoms associated with asthma, including gasping for air, difficulty breathing, wheezing, coughing and excess mucus. Alongside the new asthma care SKU, Homeolab is launching Allergy Symptom Relief and Asthma Respiratory Care Nighttime.

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