We wanted to make sure we were talking to the consumer in the ways they were consuming messages.” “Obviously the landscape has changed quite dramatically, so bringing them to activation on channels beyond traditional television, whether it be digital or social in any way, shape or form, that was an interesting insight. “The last time many of these brands had been in any type of relevance in the consumer activation space, it was at a time when most of the way people were consuming media was television,” Ms. We had to make sure all of our displays, all of our point of sale, is really eye catching, popping, relevant and really talked to the consumer in a meaningful way.”Ī comprehensive marketing campaign launching in August will highlight the ingredient changes and brand story through digital and social channels and in-store displays. “The cookie category is impulsive half of the purchases are not planned, so for it to be a purchase driver it had to stand out on shelf,” Ms. The products will be available in an on-the-go format and variety packs to meet consumer snacking behaviors. New packaging was developed to increase quality and freshness, featuring modern and unifying designs across the Keebler cookie brands. With Chips Deluxe Original, you’ll see ‘made with more real chocolate.’ On Fudge Stripes you’ll see ‘made with real Keebler fudge,’ and on our Sandies brand you’ll see real Madagascar vanilla has been added to our ingredients statement.” We know for the US consumer, it’s really table stakes, shorter ingredient statements, more real ingredients. “We’re enhancing our ingredients with more ‘made with real’. “We really started the minute we closed on the sale of the business, taking this beloved, iconic 150-year-old master brand Keebler and really reinvigorating it and bringing it to life,” Natalie Hagstrom, general manager of cookies at Ferrara, told Food Business News. Key formulation changes include the removal of high-fructose corn syrup and a switch to natural vanilla. The effort to date for the Keebler business has included new recipes for Chips Deluxe, Fudge Stripes and Sandies cookies. in partnership with Ferrero has been busy overhauling the decades-old brands with new formulations, packaging and marketing strategies - much in the same way it has reinvigorated Butterfinger, Baby Ruth and other confectionery brands previously owned by Nestle USA. Since then, the research and development team at related company Ferrara Candy Co. The portfolio includes Keebler, Famous Amos, Mother’s and Murray cookies and Little Brownie Bakers, supplier of Girl Scouts cookies. Get ready for the rhymes.Under new ownership, the Keebler brand is beginning to roll out updated recipes and packaging for its cookie brands, as well as a new look for Ernie the Elf.Ī year ago, the Ferrero Group acquired Kellogg Co.’s selected cookie, pie crust and ice cream cone businesses in a transaction valued at $1.3 billion. The 17th edition of Joe’s Mildly Entertaining Easter Egg Hunt will begin next Sunday. Much to your dismay, you discover that the roll ended at 244.Īnd that suggests the name: Alarmin’. You’re trusting that sheet number 245 will be there as it always has. Well, consider this scenario: You’re in a certain situation where toilet paper is vital equipment. Now let’s go back to the beginning and ask what’s to be done with the name Charmin. Senate candidates' ads come faster than clues on 'Jeopardy!' Want to surreptitiously remove a few dozen calories from the Grand Slam breakfast, Denny’s? Then change the name to Infield Single.Īnd if you give us fewer ounces of that rum, Captain Morgan, consider yourself Petty Officer Morgan at best. Thinking about turning the Golf into a three-wheeled vehicle, Volkswagen? OK, but we’re renaming it the Miniature Golf. I also see my proposal acting as a deterrent against future shrinkflation. The name already tells you not to expect much. 'Microhio': Joe Blundo: Move over, Silicon Valley, and make way for 'Microhio' or 'Chip-opolis' What to do about paying the same price for less Dove body wash? Change to a smaller bird. You can’t be a galaxy and weigh only 10.65 ounces. So it should now be called merely a Solar System bar. Easy.Ī Milky Way “fun size” bar has lost some weight. So call them "Vienna Toes" to alert consumers that shrinkage is afoot. A package of Keebler Vienna Fingers cookies shrunk by a couple of ounces. Some products just lend themselves to relabeling. I’d say keep it in the reptile family but choose a smaller specimen: Chameleon-Ade perhaps.
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