Private Label products work in the grocerant ready-2-eat and heat-N-eat niche.

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Trader Joe’s, WholeFoods, TGI Fridays, Boston Market, Sheetz, Wawa and Walgreen’s all have enteredthe branded private label ready-2-eat and heat-N-eat fresh and prepared foodgrocerant niche.  Each is finding successwhile rolling out additional meal components. Consumers have responded positively, in fact the entire food industry istaking notice.Thom Bilschok globalpresident, innovation and strategy for SymphonyIRI stated while speaking aboutIRI’s new survey “Accelerating Growth in Uncertain Times” that “ mealingredients and components together make up the “hottest supercategory” … We’reprojecting that meal ingredients are going to grow over double digits for 2011and 2012,” he said. “Shoppers continue to [struggle] with expenditures.
Success leaves cluesand Blischok went on to make a number of suggestions. “Within mealingredients/components, retailers should invest in flavor innovation. “Peopleare getting tired of eating the same old meatloaf — they’d like to try adifferent kind of meatloaf,” he noted. “So if I were a retailer, I would do twothings: I would make sure shoppers understood that I’m there to help them makea simpler, better-quality, more value-driven meal than in the past; and I wouldbe doing some private brand innovation around flavors and taste.”  Regular readers of this blog are notsurprised by this at all.
Steven Johnson is Grocerant Guru at Tacoma,WA based Foodservice Solutions, with extensive experience as a multi-unitrestaurant operator, consultant, brand / product positioning expert and publicspeaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant