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All eyes are on the package: distinctive containers are a key element in attracting shoppers to co-packed deli proteins.

Article Excerpt
The ever-growing plethora of proteins in supermarket delis is making it increasingly arduous for merchandisers to spotlight products.

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With retailers adding newer items to their inventories--including more convenience-oriented grab-and-go selections--in response to evolving shopper lifestyles, consumers are being confronted by a bevy of brands.

Perhaps most problematic is the promotion of private-label proteins. With marketing budgets for store brands typically dwarfed by those of national products, merchants without the resources for a mega mass-media campaign often must resort to more modest measures.

Yet, a simple form of merchandising--the use of distinctive packaging--also is one of the most effective, analysts say.

"Packaging is key to a successful private-label initiative," notes Jack Gordon, chief executive officer of AccuPoll Research Inc., a Cincinnati-based consumer marketing research company that focuses on new product launches. "Understanding what packaging means to consumers is so important that it is amazing that retailers do not spend more time on that effort."

Packages, he says, should have unique colors and list product attributes to forge an emotional connection with shoppers.

They also should convey the same product benefits as a traditional...

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