Summer Fancy Food Show
Options abound for where to launch new products
A few years ago, 90% of new food and beverage companies wanted to launch in Whole Foods Market, but now “there are a lot of platforms to launch a brand,” because how and where consumers shop is evolving, Kelleher said. Depending on the product, companies can succeed at grocery, natural, convenience, gourmet and specialty shops, club stores, mass and online. When choosing the best channel though, companies should consider the channel’s reliance on brokers, distribution model, review calendar, use of planograms, need for marketing support, trend sensitivity and margins, he added.
