Packaged Foods

The rapid expansion of the natural products category into mass market outlets offers new business opportunities -- and P-O-P challenges -- for marketers.

Client: Powerfood Inc., Berkeley, Calif.
Products Promoted: Powerbars
Objective: To create a customized, high-quality, low cost in-store merchandiser that attracts attention and builds sales in a crowded and competitive retail environment.
Introduction: September 1998
Construction/Materials: High-impact polystyrene TechStoc Optimizer
P-O-P Company: Display Technologies, College Point, N.Y.

Thomson-Leeds Company Inc.
Altoid's
Comments: This display, with a deceptively small design, holds 20 cans of Altoid's in a back-to-back gravity-fed chute configuration. Multiple units were shipped to each location with the variable installation hardware to maximize installation throughout the store.

Sam Weiss Woodworking Inc.
Best Foods/Kellogg Co.
Comments: Designed to be shoppable from any direction, this display was designed for placement in the dairy section of supermarkets. After being placed in about 100 stores, sales increased 400%.

Product: Bananas
Number of displays: 8,600
P-O-P companies: Promo Edge (design and production), Neenah, Wis.; The Botsford Group (artwork, program management), Atlanta
Distribution: 110 U.S. and Canadian supermarkets
Introduction: July 1998
Duration: Temporary
Construction: Die-cut white kraftboard with full-color litho label
Display set-up: Retail staff