Great Brands of Europe Unveils Patisserie

Inspired by an authentic French pastry shop, an enhanced merchandising unit for LU Biscuits is delivering a heightened taste of Europe to food retailers nationwide. The French "patisserie" (pastry shop) five-shelf hutch unveiled by Great Brands of Europe exudes the ambiance of a French bakery and "significantly boosts the brand communication and heritage of this 152-year-old French brand," says Daniel Gwartz, marketing director for the Stamford, Conn.-based company.The unit was introduced to capitalize on impulse sales and increased demand during LU Biscuits' peak selling season (October through December) by extending its brand presentation outside of the traditional cookie aisle. It allows retailers to stock a greater amount of inventory to satisfy the higher demand, which was further intensified during the peak season by co-op radio commercials, in-market promotional activities and an FSI.LU's patisserie features a bright red awning, five gilded shelves and four litho-laminated photographs on both sides of the display that resemble a bakery window and add depth and dimension. The refillable, knockdown, corrugated unit accommodates ten different LU Biscuit product lines and a total of 168 pieces. Its graphic design was handled by Eric Mueller Design, New York, while Conocraft, McAfee, N.J., handled its structural design and manufacture.The 20-inch-wide by 70-inch-high by 12-inch-deep merchandiser may stand alone or be grouped for a more powerful presentation in larger selling environments. A small specialty store retailer can utilize one hutch while larger supermarket retailers can position two or three units together in an "L" or "U" shape, with the pastry shop window images remaining in full view."We have developed a modular tool that accommodates a range of store sizes while retaining a patisserie look in any configuration," says Gwartz. "The hutch also works on an end aisle, positioned side-by-side or as a freestanding, walk-around display. It meets our goal of providing a visually appealing, flexible tool that uses the least amount of space, provides the most variety, and creates clear communications about our brand and product."The display replaces a similar effort by GBE, providing an enhanced concept that "is more efficient and more structurally sound, and does a better job of communicating the brand, with a smaller footprint," says Gwartz.Starting this month, GBE will provide a dark wood version of the display to dress up stores more permanently in a true French style.

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