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Pantry Staples Center Store
Penetration of cereal
sold in traditional
Source: Packaged Facts
cap on p. 140), in an episode titled
“Bold Move: Considering Added Sugar
in Cereal,” said the company had identified the worst cereal offenders. “It’s
the right thing to do. We want to make
it easier for our customers to make a
more informed choice,” he said.
Navigating the Cereal Aisle
Signage in Raley’s cereal aisle helps customers navigate the multitude of products. Some are identified as higher in added sugar and others are lower in added sugar. Colored shelf tags and signs
Kellogg’s keeps its mainstream and better-for-you cereal
products separate in grocery stores. “The first break on
the consumer decision tree is between mainstream cereal
For Milwaukie, Ore.-based Bob’s Red Mill Natural Prod-
ucts, it depends on the store, says Robert Agnew, SVP of
sales. “A lot of stores have success with
putting all the Bob’s products together in
what we call a ‘destination set,’” he says.
“We try to work with each retailer to help
bring the shoppers’ attention to the Bob’s
Red Mill products wherever they are, whether it’s in a desti-
nation set, in a natural or gluten-free section, or integrated
into the mainline sets throughout the store.”
Bob’s Red Mill also has found in-store demos effective,
“and we’ve had great successes with sampling our single
PCC runs cereal promotions fairly regularly, often with
shelf-stable milk “to suggest a usage occasion,” Owen says.
He does, however, demo breakfast bars more frequently
because he can easily cut them up.