Del Monte faced those challenges when creating its Citrus Bowls refrigerated citrus fruit. Del Monte is a fixture in the center aisles of grocery stores, where products are lower-margin. But the company wanted to introduce Citrus Bowls in the produce section on the store perimeter, which is synonymous with high margins and new, value-added products.
Bowls extend Del Monte into produce section
When line extensions place a longtime brand in a new section of the store, the right packaging and brand message are essential.
Jun 5, 2009
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