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Kraft scraps Diet in favor of South Beach Living

BY Tara Smith

CHICAGO Kraft Foods this month is rechristening its South Beach Diet line of foods to South Beach Living because the company believes “diet” carries negative connotations about a product’s taste and brings to mind older consumers struggling to loose weight. Additionally, “diet” seemed to limit Kraft’s South Beach line to those who wanted to lose weight, instead of appealing to a growing demographic that simply wants to eat healthy.

“Living,” on the other hand, suggests more youthful consumers pursuing a health natural lifestyle.

“We think [the name change] is going to broaden the appeal of the brand and fuel its growth trajectory,” Howard Brandeisky, Kraft’s vice president for strategic marketing initiatives, told the Chicago Tribune.

By swapping out “diet” for “living,” Kraft is striving to make South Beach more of a lifestyle brand, according to John Palumbo, founder of BigHeads Network, a marketing consulting firm. For a brand like South Beach, the goal is to position the product as part of a healthy, natural lifestyle, and the word “living” helps accomplish that better than “diet,” he added.

Kraft first rolled out its South Beach line in 2005 and currently features 70 products ranging from frozen entrees to snack bars and salad dressings. The line has been successful for Kraft, this year having been named by Information Resources Inc. as one of the “Product Pacesetters” for 2006.

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p.i.n.k. Spirits Company launches new interactive Web site

BY Tara Smith

NEW YORK The p.i.n.k. Spirits Company on Monday announced the launch of its new Web site that incorporates a higher level of design and functionality than most others in the category.

The site, www.pinkspirits.com, enables visitors to participate in an interactive experience by incorporating new educational tools for retail store owners, bartenders, account managers and consumers. The site also provides a search feature to locate p.i.n.k. spirits in any store in the country that sells the product, as well as enabling the visitor to purchase specially designed merchandise at the p.i.n.k. store. The new, enhanced site will be updated daily and also will feature the latest p.i.n.k. events and national promotions.

The p.i.n.k. Spirits Company, founded in 2006, is the world’s first producer of ultra-premium caffeine- and guarana-infused spirits that can be enjoyed straight or used to create any cocktail. The company plans to expand to 41 markets by the first quarter of 2008 and expects to be distributed in all 50 states by the fourth quarter of 2008. The p.i.n.k. Spirits Company has also announced that it will introduce p.i.n.k. Tequila, Rum, Sake, White Whiskey and Gin—all with the flavorless infusion of caffeine and guarana—in 2008.

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Stop & Shop to place deli kiosks in 200-plus stores

BY Tara Smith

QUINCY, Mass. Ahold-owned Stop & Shop on Monday announced plans to install a deli ordering kiosk solution in more than 200 stores by the first quarter of 2008.

The retailer is using the Modiv DeliVision by Boston-based Modiv Media, a provider of retail interactive media delivery solutions. The system enables customers to place their deli order without waiting in line, tells the customer when the order will be filled and presents targeted offers. According to Modiv Media, this helps retailers reduce line abandonment and “tickets not served,” improve deli operations and increase deli sales.

To use the kiosk, shoppers enter their order on the kiosk’s touch screen and have the option to scan their loyalty card for one-touch ordering of their “favorites.” Customers have options to select a specific category, such as turkey or cheese; item, including store or other well-known brand; weight and cut—thick, medium or thin. They can add as many items they choose and can remove items, as well. Once the order is complete, the kiosk will print a ticket with the estimated pickup time, allowing customers to continue shopping and return at the specified time.

Retailers and consumer packaged goods manufacturers can use DeliVision to leverage brand awareness by coordinating their offers and advertisements on the touch-screen self-service kiosk, the deli department’s overhead electronic display monitor, as well as on the printed-coupon tickets from the kiosk and the queue ticket dispenser. DeliVision also can integrate with a store’s sound system, allowing deli-kiosk orders to be announced over the in-store speakers.

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