Aggressive price positions on mainstream teas, juices, energy drinks and flavored waters have often been de rigueur. But as competition percolates across single-serve subcategories, it’s not uncommon to see aggressive pricing for premium and superpremium brands, too. This troubles some retailers.
In the retail world, middle-tier product varieties can often get pinched at the flanks--the victim of sales declines coming at the expense of smaller and larger brand counterparts. Welcome to the world of the standard-size 1.55-ounce candy variety, a longtime driver of chocolate impulse sales.
Reilly Musser knows her customers love the new “hand-to-mouth” confection products—resealable, shareable pouches of unwrapped, bite-sized sweets. Musser, category manager for Santa Clara, Calif.-based Robinson Oil, which has 18 Rotten Robbie c-stores and a few kiosk-type locations, sees the upside of the trend toward bite-sized.
VP Racing Fuels—with a reputation that precedes it with hard-core racing participants—recently announced it was diving headlong into the branded retail business, in essence striving to create a “super-retail brand.”