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Got private label? Perrigo unveils store-brand OTC image campaign

BY Michael Johnsen

ALLEGAN, Mich. — Perrigo on Monday announced it has kicked off a broad industry marketing and communications campaign to raise awareness for, and consumer confidence in, generic over-the-counter store-brand medications. 

"Although we continue to see growing acceptance among consumers for store brand medications, questions and misinformation are still out there," stated Jeff Needham, Perrigo EVP and general manager for U.S. consumer healthcare. "We know there is a real benefit to helping educate consumers on how store brands are regulated, made and sold. It helps us, it helps the industry, it helps our retailers and, most important, it empowers consumers by giving them the facts and information they need to make purchase decisions."  

Referencing other successful industry branding campaigns like "Got Milk?" or "Pork: The Other White Meat," Perrigo’s primary objective for the "Store Brand Meds" campaign is to better educate consumers on the quality, value and effectiveness of store brand medications. 

According to Perrigo, store brand sales account for 35% of the dollar share of all OTCs sold at retail today, but misperceptions about their quality and effectiveness still exist among some consumers. The Store Brand Meds campaign will rely heavily on social media, leveraging the campaign’s recently launched Facebook page, YouTube channel and web site to spread the word.  

Since the campaign’s "soft launch" in January 2013, consumers have a new opportunity to learn about and engage with Store Brand Meds via its Facebook page. The campaign’s videos on YouTube now have more than 3.2 million views. The company is also making significant investments in digital advertising, public relations and electronic couponing to drive more awareness about the campaign.

Although it varies by category, Perrigo estimates that a customer will save an average of 36% by purchasing the store brand instead of the name brand. According to Perrigo, the company’s store brand OTCs save consumers around $5 billion annually.  

 

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Pop-Tarts adds peanut butter flavors after high demand from fans

BY Jason Owen

BATTLE CREEK, Mich. — Pop-Tarts has "Gone Nutty" with the newest addition to its line of breakfast pastries launching two new varieties of peanut butter-filled items after high customer demand.

"Peanut butter has long been the most requested flavor by our fans," said Dick Podiak, director of marketing for Pop-Tarts. "We think everyone will agree it was worth the wait once they taste these delicious new varieties."

Pop-Tarts Gone Nutty is available in two flavors: Peanut Butter and Frosted Chocolate Peanut Butter.

Peanut Butter Pop-Tarts have a filling made with real peanut butter and are sprinkled with fine sugar crystals, while the Frosted Chocolate Peanut Butter flavor features a chocolate pastry crust and sweet frosting. Both are wrapped in special gold foil, differentiating them from the brand’s traditional silver foil wrappers. The peanut butter flavors are available now at local retailers.

Pop-Tarts is a Kellogg Company brand.


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Most of Ahold’s Albert Heijn stores to have Bol.com pickup points by summer

BY Alaric DeArment

UTRECHT, Netherlands — Nearly all of Royal Ahold’s Albert Heijn stores in the Netherlands will have pick-up points for the company’s Bol.com online grocery service by this summer, the company said Monday.

Ahold said it would mostly finish rolling out the service at Albert Heijn stores by mid-July, with a dramatic increase scheduled to take place between the middle of this month and then. Ahold also owns the Peapod online grocery service in the United States and has been steadily adding pickup points at its brick-and-mortar stores; the company operates the Stop & Shop, Giant-Landover and Giant-Carlisle chains in the Northeast and Virginia.

Peapod itself serves 24 markets, including in those served by Ahold’s brick-and-mortar stores and in Illinois, Wisconsin and Indiana. In addition to online ordering, the company operates several "virtual grocery stores" at subway and commuter rail stations in Chicago and many East Coast cities.


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