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Nabisco has dedicated a multi-brand sales and marketing team from within its Planters and Nabisco Biscuit units to combat snack giant Frito-Lay's dominant share in convenience stores by creating a single-serve portfolio of their own powerful supermarket brands. Nabisco's non-supermarket blitz will include new front-end merchandising racks, new snack-size SKUs and a variety of tests of how best to go to market, including current implementation of a direct store delivery model in Florida.
"Frito-Lay has $1 billion over Nabisco in convenience, whereas Nabisco is slightly ahead in the grocery, taking into account their entire line of cookies, crackers and salty snacks," said Chris Walsh, group director of merchandising for wholesaler CoreMark, S.F. Nabisco's plan gives retailers access to incremental sales and profits "because it brings the best brands in the world to convenience, which has...