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Deli branding explosion: more retailers branding meats at the deli.

Article Excerpt
The development of major brand identities in the deli-meat category is changing the previously regional nature of the service deli--and strengthening the image of deli meat brands in the refrigerated meat case. Indeed, 50 percent of deli shoppers seek specific deli-meat brands, relays a 2002 study by the Madison, WI-based International Dairy-Deli-Bakery Association (IDDBA).

"Consumers look at brand names as a form of quality assurance. Give them a brand they've eaten before that also delivers the taste, flavor, and price-value they want, and they'll come back again and again," says Carol Christison, IDDBA's executive director.

The brand-equity movement often builds on the success of packaged deli meat brands, taking hold in both the traditional service counter and the meal center portions of the deli department.

Hot and cold prepared foods programs in the service deli are gaming ground, with the number of supermarkets offering such products rising from 48 percent in 2000 to 69 percent in 2001, IDDBA reveals. Sandwiches are the No. I...

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