Retailer Category Sales for Superfridge In-store Opportunities

Category Sales

SUPERFRIDGE promotions encourage substantial impulse purchasing - increasing retailers' total category volume, and store profitability.

Because of Superfridge's prominence in high traffic locations, the program attracts many customers who ordinarily do not purchase the advertised brands - prompting shoppers who hadn't intended to consider the convenience of frozen category products to do so - while they are in a position to buy.

This is consistently reflected in manufacturer conducted studies (ACNielsen, IRI, Audits & Surveys) which show that not only does the SUPERFRIDGE featured brand experience substantial growth, but so do retailers' total categories. The net effect is an increase in same store sales that equates to an average net profit increase of $2,000 - $3,000 per store/per year.

A. Participating Brand: Mrs. Smith's Pies
        Total Frozen Pie Category Sales Increase: +45.7%  (IRI Matched Panel Study)

B. Participating Brand: Uncle Ben's Rice & Pasta Bowls
        Total Dinner Bowl Category Sales Increase: +32.9%  (EMS)

C. Participating Brand: Philadelphia Cream Cheese
        Total Cream Cheese Category Sales Increase: +10.8%  (Audits & Surveys)

D. Participating Brand: Ore Ida Potatoes
        Matched Panel Study Total Frozen Potato Category Sales Increase: +2.7%  (IRI)

E. Participating Brand: Minute Maid Frozen Juice
        Total Frozen Orange Juice Category Sales Increase: +11.8%  (Audits & Surveys)

F. Participating Brand: Stouffer's Lean Cuisine Skillet Sensations
        Total Dinner Bowl Category Sales Increase: +28.1%  (EMS)

G. Participating Brand: Godiva Ice Cream
        Total Premium Ice Cream Category Sales Increase: +188%  (EMS)

Many retailers have noted that sales of products which are complementary to the Superfridge advertised brand are also accelerated during Superfridge events: syrup with waffles, toppings with frozen pies, ketchup with French fries, bagels with cream cheese. This helps accomplish an important goal - getting shoppers to shop more of the store as they move from the Superfridge unit with Eggo in the cart and look for syrup to add to the purchase... adding additional profitability for retail participants.