![]() The other (much more conventional) flavors offered in Van Leeuwen’s spring lineup include Carrot Cake, Strawberry Shortcake, Honey Graham Cracker, Limoncello Cake, Sweet Maple Cornbread and Blood Orange Chocolate Chip. ![]() “Insider tip? Top your scoops with crushed pretzels or potato chips for a perfect salty crunch.” Van Leeuwen’s spring lineup includes Carrot Cake, Strawberry Shortcake, Honey Graham Cracker, Limoncello Cake, Sweet Maple Cornbread, Blood Orange Chocolate Chip and Ranch ice cream flavors. “We know that Hidden Valley Ranch goes with just about everything - pizza, carrots, French fries - but ice cream is a first for us,” added Rachel Garrison, associate director at Hidden Valley Ranch, in a press release, adding that the company is excited about this creamy mix of savory and sweet. “We have done some creative collaborations and can’t wait for Walmart shoppers to try this new and exciting flavor along with our other Spring specials.” “We’re so excited to debut this new series of flavors and unveil what is possibly our most surprising ice cream yet: Hidden Valley Ranch,” Ben Van Leeuwen, co-founder and CEO of Van Leeuwen Ice Cream in a press release. The companies said the ice cream boasts the savory flavors of ranch, and includes buttermilk, flavorful herbs and a “touch of sweetness,” suggesting that the unique treat pairs well with salty snacks. “But if executed with integrity it can be a very powerful tool, across many product categories.In a press release, reps for the brands admitted that ranch and ice cream may not be a typical pairing, but that the Hidden Valley Ranch x Van Leeuwen flavor delivers a “surprisingly tasty twist on the sweet treat.” (The brands kindly sent me a carton, so I’ll be the judge of that. “There is always the danger that will be overused and abused, much like the word “sale,”” wrote Mr. Mess with that, in my experience, and they get grouchy.” Shoppers develop patterns, they discover their favorite items and they like to find them in same place every week when they shop. Grocery customers are not very tolerant of frequent changing of assortments and layouts in the store. However grocery, unlike fashion apparel, depends on frequency. “They create interest and are great for marketing hype. “Limited-edition items in grocery are a double-edged sword,” wrote Gary Sankary, retail industry strategy at Esri. Some BrainTrust members did, however, point out potential hurdles to avoid when playing with limited-edition offerings. ![]() “These brands give consumers permission to bypass their normal ‘go-to’ store in search of exclusive/limited edition brands.” George, professor of food marketing at St. “The choice of limited edition flavors aside, the concept of exclusive brands has real market differential potential,” wrote Richard J. “For example Lay’s Kobe Steak Flavor from Taiwan fetches about $8 a bag at a NYC shop called Motherland Exotics. “I see an opportunity for CPG brands to bring in some of their international products,” wrote Gwen Morrison, partner at Candezent. Will it work? Why not, it has for decades now.”įor others, the strategy opens new potential avenues for both brands and customers to explore. “So Walmart and Van Leeuwen’s partnership isn’t exactly blazing new ground in the category - unless you consider marketing flavors and form factors that probably shouldn’t be combined in the first place new ground. “Ben & Jerry’s has made several fortunes on limited availability ice creams,” wrote Mr. Ryan Mathews, CEO of Black Monk Consulting, pointed out that in the consumer packaged goods (CPG) arena there is some precedent for offbeat ice-cream success. Speedway and Mountain Dew, Sam’s Club and M&Ms, Starbucks and Target, and Kroger and Oreo have all recently partnered on limited-edition products. The trend may already be picking up speed in grocery. Grocers would be smart to identify compelling products and campaigns to drive frequency, traffic and margin.” “When they do have these types of specials, they don’t do a great job promoting them. “Outside of predictable seasonal item promotions, grocers have not done a great job developing or partnering to offer LTOs,” wrote Patricia Vekich Waldron, CEO of Vision First.
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