Hannaford
Dips into Gourmet
By Peter Berlinski
New England grocer continues to innovate in its trading area with unique store brand offerings--the latest launch is Hannaford Inspirations handcrafted foods.
In 2003 Hannaford Bros., Scarborough, ME, launched its On The Go Bistro store brand line of premium meals to attract shoppers who don't have time to cook. This year, the New England grocer is appealing to shoppers who do have time to cook-with its new Hannaford Inspirations line of gourmet ingredients and specialty foods.
Ron Hodge, president and chief executive officer of Hannaford, explains the motivation behind the introduction of the new Inspirations line in the Summer 2005 issue of fresh-the retailer's own gourmet food magazine that is distributed in all of its stores.
"Hannaford Inspirations, like Hannaford fresh, is about the possibilities, because they're endless. It's about celebrating life with a delicious meal, one that you've made yourself from quality ingredients you feel good about," says Hodge. "Our passion is to help you explore all those delicious possibilities. Our latest Hannaford fresh is packed with a summer's worth of ideas, recipes, and culinary adventures to inspire the beginner and the aficionado alike. So sit back, put your feet up and have a look. Inspiration is where it all begins."
In his editorial in fresh Hodge tells shoppers: "Now, we're bringing our passion for good food to Hannaford Inspirations, a tempting new collection available only at your neighborhood Hannaford Supermarket." He describes the new products as "wonderful foods made the way they should be--no excuses, no corners cut and no compromises considered. Just delicious taste handcrafted from the best ingredients we can find. Fresh spring herbs, pure cane sugar, heavy summer berries, rich dark cocoa... This is the good stuff."
(Editor's Note: In his editorial, Hodge urges shoppers to pair up Hannaford Inspirations Neo Tuscan Boule with Rosemary & Pink Peppercorn Dipping Oil. That's just what the art department did for this issue's cover photo.)
Hannaford Inspirations
The Inspirations label appears on several shelf-stable pantry categories including fruit spreads, chutneys, condiments, mustards, grilling sauces, marinades, salsas, bread toppers, dipping oils, and stir fry sauces.
These are paired with a wide assortment of fresh and refrigerated foods including all-natural artisan breads--some varieties are also organic pre-cut salad mixes, New York style cheesecakes, deli cheese, meats, and salads, refrigerated salad dressings, and fresh Angus beef, pork, and chicken.
Oh yes, there are also gourmet dips under the Hannaford Inspirations label. They include sweet cream; dijon wasabi; lemon peppercorn & parmesan; yogurt cucumber & fresh dill which retail for $3.99 each. The refrigerated dips are merchandised in the produce department to maximize impulse buying as are the eight varieties of refrigerated salad dressings.
Among the salad dressings are Greek with feta and black olives; mango salsa vinaigrette; chipotle ranch; and ginger and carrot vinaigrette ($4.99 each).
In fact, Hannaford is merchandising the entire Inspirations line in strategic locations throughout the store but especially in the high-traffic fresh food departments.
For instance, the Inspirations organic artisan breads ($2.99-$4.99) occupy an end-cap near the front of the store adjacent to the produce and bakery departments.
Artisan bread varieties include honey, sunflower, monterey sourdough, sesame semolina, country french, multigrain, Italian flat bread, and foccacia.
Cross-merchandised on the same end-cap as the organic breads are a selection of seven bread toppers including olive tapenades and tomato bruschettas ($4.99) along with six dipping oils produced in Spain from extra virgin olive oil ($4.99). Some of the selections are garlic, basil, and rosemary & pink peppercorn.
A selection of five Inspirations fruit spreads ($3.99) and two chutneys ($4.49) are displayed on natural wood fixtures in the bakery department. Some of the fruit spreads are bumbleberry, two raspberry, and cranberry orange.
Five Inspirations salsas ($3.99) are on display in the seafood department. Varieties include peach, mango, raspberry lime, black bean & corn, and country tomato.
Six Inspirations grilling sauces ($2.19) and seven marinades ($2.19) are cross-merchandised in the meat department.
Inspirations New York style cheesecakes ($9.99) are displayed in glass cases in the bake shop and varieties include caramel turtle, and white chocolate raspberry.
Fresh-made Inspirations salads in the deli case include Asian chicken ($7.49 lb.), Sicilian tuna ($8.49 lb.) chicken veronique ($7.49 lb.), and healthy tofu ($4.49 lb.).
Store Brand Marketing
In addition to the use of in-store displays, shelf talkers, and cross-merchandising placements, Hannaford is supporting the launch of the Inspirations range with a wide range of marketing devices. They include colorful recipe cards that call for the use of selective Inspirations ingredients. The cards are located throughout the store and placed near the appropriate ingredients called for in the recipes. Each recipe card lists two to four Inspirations ingredients.
Also, in the meat department, shoppers can obtain a fresh meat and poultry guide book that provides them with preparation and cooking tips.
The Summer 2005 issue of fresh magazine covered the new line in much detail and provided numerous recipes and serving suggestions. The magazine presented an in-depth discussion of various Inspirations product categories including product descriptions and ingredient listings. The product spotlights also directed shoppers to the appropriate food department in the stores where the products could be found (fruit spreads in the bakery). Hannaford sells the fresh food magazine for $2 an issue, or free with a purchase of $50 or more.
Of course, Hannaford is also supporting the new Inspirations line by giving it prominent placement in the retailer's weekly store ad circular.
On The Go Bistro
The premium frozen food line, On The Go Bistro, was introduced in 2003 after more than a year of research and testing, according to Mark Doiron, senior vice president for Hannaford, who spearheaded the development of the line.
Doiron assembled a merchandising team that met with more than 30 vendors worldwide and which resulted in the selection of 360 product candidates to be included in the new line.
Subsequently, consumer taste testing was conducted, product changes were made, and the On The Go Bistro name was selected.
The On The Go Bistro line currently includes 120 different meat, pasta, and seafood entrees, as well as appetizers and desserts. They range from bacon-wrapped scallops and brie in phyllo to shrimp fettuccini, rosemary garlic chicken fillets, wild mushroom ravioli, and espresso chocolate cake as well as 10 varieties of cheesecake. The frozen food line also includes ethnic and regional specialties such as spinach and cheese manicotti, Asian seafood claws, chicken quesadillas, and bumbleberry blossoms. The last item comes as fully baked pastries made with apples, blueberries, blackberries, and raspberries. The fruit item also appears under the Hannaford Inspirations label as bumbleberry fruit spread.
At its website, Hannaford tells shoppers:
"Introducing the quick & convenient solution to your dinnertime dilemmas, not to mention quite a few of your party-planning problems. On The Go Bistro is a fantastic new selection of no fuss, no muss, downright delicious (dare we say exceptional?) meal ideas to help you plan your dinner or party in a hurry".
Hannaford Facts
Hannaford Bros. Co., based in Scarborough, ME, operates 144 supermarkets and food and drug combination stores in Maine, New Hampshire, Vermont, New York, and Massachusetts. Earlier this year, Hannaford acquired 19 Victory supermarkets in its trading area, and is in the process of converting all of them to its Hannaford store format.
In July 2000, Hannaford became a wholly owned subsidiary of Delhaize America, which in turn is owned by Delhaize Group of Belgium.
Delhaize America also operates Food Lion, Salisbury, NC; Kash n' Karry, Tampa, FL; and Harveys, Nashville, GA. Food Lion currently has five pilot stores of its new Bloom concept in operation. Bloom stores offer Hannaford On The Go Bistro frozen meals and Bloom Inspirations premium deli meats. With 1,222 stores in 11 Southeastern states, Food Lion is the largest store banner within Delhaize America.
Kash n' Karry has a new store format called Sweetbay. Over the next three years, all 104 stores in the chain will be converted to the new format.
The Delhaize Group, of Brussels, Belgium, posted worldwide sales of $22.2 billion USD and operated 2,565 stores at the end of 2004. Its U.S. operations account for 70% of group sales. Delhaize Group ranks as the 26th largest retailer worldwide.
