‘Ridiculously long-lasting gum’ may spell success for confectioners
NEW YORK Advertisements for gum boasting long-lasting flavor may yield big bucks for its makers.
Although it was recently acquired by Kraft Foods, Cadbury — whose gum brands include Stride, Trident and Dentyne — held 33% of the company’s revenue in 2009, and increased 2%, which the company contributed to the U.S. launch of Trident Layers in the second half, “[re-establishing] strong growth momentum in the category.”
But its Cadbury’s Stride brand that really has made waves. Introduced five years ago, the brand now is known for its marketing campaign — featuring such quips as menacing ostriches, secret agents and more, looking for gum patrons to spit out their old yet flavorful piece of gum. The threatening and hilarious message, “Start chewing that new piece of Stride gum… or we’ll find you,” has garnered some attention from specific chewers: teens, college kids and gamers, which could boost its sales. Additionally, the introduction of new Stride Shift, in which the gum flavors change, speak to younger generations looking for fun. The two new flavors include berry-to-mint and citrus-to-mint and now are available at sotres nationwide.
“Stride speaks to younger consumers who chew gum not for functional reasons but for emotional reasons,” Gary Osifchin, director of marketing at Stride, told The New York Times. “Younger consumers have a disdain for the ordinary, and they like to be snapped out of boredom.”
Private-label sales spell success for stores, customers
NEW YORK Customers seeking a good deal in a weak economy are looking no further than private-label brands, according to a recent report by Nielsen.
In his report “Store Brands Flex Muscle in Weak Economy,” Nielsen’s SVP consumer and shopper insights Todd Hale said U.S. store brands have garnered more sales, including a 17.3% of share dollars, in addition to 21.9% share of units by March 2010 — up 2.1 and 1.9 points, respectively, since 2007.
Additionally, the customer profiles driving such sales are not who you think. Hale said both young women and middle-class families represent those customers seeking more bang for their buck. And with tiered offerings, including organic and one-of-a-kind items, store-brand purchases may soon become the norm across all customer profiles.
Hale added that store brands demonstrated its power by capturing a 20 unit share or higher in 48-of-the-117 categories analyzed by Nielsen. Last year, Nielsen found that private-label brand sales grew by 7.4% to $85.9 billion within food, drug and mass-merchandisers (including Walmart), with shares recorded at 16.9%.
“In most countries, the concentration of a few dominant retailers correlates well with higher store-brand share, but there are exceptions,” Hale wrote. “This is also true in the U.S. where higher store brand shares in markets are served by a few dominant retailers. With the likelihood of continued consolidation of U.S. retailing in the years to come, expect to see continued growth in store brand shares.”
Odwalla expands protein beverage line
HALF MOON BAY, Calif. Natural health beverage company Odwalla has added a new flavor to its Protein Monster drink line.
The newest addition to the Protein Monster line blends strawberries and soy and dairy protein. Odwalla Strawberry Protein Monster packs 25 grams of protein in every bottle.
“We know that the active people who love Odwalla are looking for an on-the-go protein smoothie that doesn’t compromise on taste,” said Jason Dolenga, brand manager, for Odwalla. “By combining 25 grams of protein with creamy deliciousness in every bottle, new Strawberry Protein Monster continues the Odwalla tradition of mixing great nutrition and extraordinary flavor.”
Odwalla Strawberry Protein Monster is available in 450 mL (15.2 fl. oz.) recyclable plastic bottles and can be found in natural food stores, select supermarkets and specialty outlets.