Winn-Dixie Takes a Closer Look at Gluten

Bi-Lo Holding’s Winn-Dixie has been putting the spotlight on gluten-free products for consumers with celiac disease (and others) through a variety of promotions.In recognition of "Celiac Awareness Month," the Southern supermarket chain distributed a special circular on Oct. 10. The tab's cover highlighted products from Annie's Inc.'s Annie's Homegrown, Paramount Farms' Wonderful Pistachios, Hormel Foods' flagship brand, Lifeway Foods' Kefir, and General Mills' Bisquik, Larabar and Corn Chex. Callouts on four interior pages directed consumers to a microsite on winndixie.com to learn more about the retailer's gluten-free offerings. Other features showcased private-label products along with SKUs from H.J. Heinz Co.'s Ore-Ida, Ventura Brands' Marie's, Dole Foods' flagship brand, Seneca Foods' Seneca Farms and GFA Brands' Smart Balance.The circular followed an August social media campaign that ran on Facebook and Pinterest. From Aug. 15-21, the supermarket chain posted seven gluten-free recipes on its Facebook page (covering standard fare such as chicken nuggets and chocolate chip cookies). Each of the updates linked to an area of gluten-free products within the “Winn-Dixie Meals” Pinterest board.The images on Pinterest in turn linked to recipes on winndixie.com. Facebook updates also directed consumers to the winndixie.com/glutenfree microsite, which lists all of the retailer’s gluten-free private-label products.The chain recently expanded its assortment of gluten-free items chain-wide; 28 stores now have dedicated merchandising sections.

Winn-Dixie Takes a Closer Look at Gluten

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