Supermarket News Category Excellence Awards

David Orgel, Editor-In-Chief

Packaged Bakery

Winner: Sara Lee CATEGORY MANAGEMENT:

Implementation of Category Leadership Program called S.L.I.C.E. (Sara Lee Insights for Category Excellence) to help retailers

optimize category performance.

IN-STORE EXECUTION:

Typically in stores seven days a week. Works directly with store managers and retail division/district managers.

Accepting for Sara Lee: Rachael Steinbach, Student, Western Michigan University and Sara Lee intern

Laundry Detergent

Winner: Clorox Co. INNOVATION:

Extension of Green Works line.

SHOPPER INSIGHTS:

Dedicated shopper insight group.

TYING INTO CONSUMER TRENDS:

Addressing concerns over H1N1 virus.

Non-Alcoholic Beverage

Winner: PepsiCo IN-STORE EXECUTION:

PepsiCo Bottling North America will allow the company to offer flexibility in fulfilling customer needs.

TYING INTO CONSUMER TRENDS:

Low-calorie beverages with functional benefits are hitting the mark with consumers.

STRENGTH OF BRAND AND ASSORTMENT:

G2 sports drink was the most successful new brand in 2008.

Soup

Winner: Campbell’s Soup MARKETING/PROMOTIONS SUPPORT:

Spearheaded Safeway’s Love Your Heart promotion.

COLLABORATION:

Worked with Kroger to develop e-Labels for Education.

STRENGTH OF BRAND AND ASSORTMENT:

Improving nutritional profile of soup.

Wine

Winner: E. & J. Gallo SHOPPER INSIGHTS:

Comprehensive research unveils how consumers shop for wine.

IN-STORE MARKETING:

E. & J. Gallo offers education to demystify wine.

CATEGORY MANAGEMENT:

Proprietary Apex Category Management System allows for a greater discussion on retailer goals.

Non-Alcoholic Beverage

Winner: PepsiCo IN-STORE EXECUTION:

PepsiCo Bottling North America will allow the company to offer flexibility in fulfilling customer needs.

TYING INTO CONSUMER TRENDS:

Low-calorie beverages with functional benefits are hitting the mark with consumers.

STRENGTH OF BRAND AND ASSORTMENT:

G2 sports drink was the most successful new brand in 2008.

Beer

Winner: Anheuser-Busch InBev STRENGTH OF BRAND AND ASSORTMENT:

Wide range in portfolio; imports, crafts, specialties, premium and popular brands.

INNOVATION:

Bud Light Lime and Bud Light Golden Wheat create category excitement.

SKILLED TEAM OF EXECUTIVES:

Talented workforce.

Pet

Winner: Nestle Purina Petcare MARKETING/PROMOTIONS SUPPORT:

Tailors retailer-specific cause marketing efforts.

TYING INTO CONSUMER TRENDS:

Sponsors food safety symposiums for retailers.

STRENGTH OF BRAND AND ASSORTMENT:

Brands like Beneful and Chef Michael’s play into anthropomorphism and health and wellness trends.

Baby

Winner: Nestle Nutrition IN-STORE EXECUTION:

Start Healthy, Stay Healthy planogram lifts sales 4% to 5%.

TYING INTO CONSUMER TRENDS:

Start Healthy, Stay Healthy Resource Center offers parents guidance.

STRENGTH OF BRAND AND ASSORTMENT:

New products take nutritional needs into account.