MoonPie Provides Publix With Exclusive Flavor
What’s new: Chattanooga Bakery’s MoonPie gave Publix an exclusive Key lime flavor in April.
What we saw: A floorstand matching the light green boxes offers two SKUs for $7 and boasts that the SKU is “exclusively available at Publix.” Key lime pie originated in Key West, an island city in Publix’s home state of Florida. Inspired by the dessert, the product comprises vanilla cookies, marshmallow and Key lime frosting. MoonPie also launched a Birthday Party SKU in April at Publix, Kroger and Walmart that swapped the graham crackers for vanilla cookies and vanilla frosting for chocolate.
More context: Exclusives are relatively rare for Publix, but the regional grocer does love spotlighting Southern and nostalgic flavors. In March, the retailer launched eight limited-edition store brand ice cream flavors, including bananas Foster, New Orleans caramel praline and strawberry shortcake.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
