US: New cherry package targets convenience stores

A key untapped market for cherry producers is convenience stores. The traditional supermarket packaging for cherries of larger random weight bags is not conducive to convenience stores. These small footprint stores typically require smaller fixed weight packages to be successful in a quick trip format. In response to this demand, CMI developed “Go-Go Fresh”, a mini cherry package designed specifically for grab-n-go convenience.

“We have been consistently hearing from consumers and customers that they really want convenient, on-the-go snack products for smaller format stores,” said Katharine Grove, of CMI. “We developed Go-Go Fresh cherries to directly target the convenience store channel to appeal to consumers looking for healthy food choices,” said Grove.

CMI is conducting a limited test of Go-Go Fresh cherries thorough the month of July in select markets and stores. Go-Go Fresh cherries will be offered at two different price points−$1.99 for one bag or two bags for $3.00.

“Our convenience store test partners are eager to start the Go-Go Fresh program. They have been involved in the planning process, and are confident that it will be a great success,” said Steve Lutz, Vice President of Marketing at CMI. “Retail partners involved in this test were thrilled about the program knowing that it had been pre-tested in focus groups,” said Lutz.”

Before creating the cherry snack pouch, the CMI marketing team drew feedback from a focus panel made up of consumers and retailers. This feedback was then utilized in the development of packaging style, art, colours and retail price points. Feedback on hot keywords demonstrated that ”GMO free”, “Low-calories” and “Fat-Free” were the buzzwords most likely to spur an impulse purchase.

Test results from 2014 will provide feedback on whether the new Go-Go Fresh cherry package will need to be modified and re-tooled before rolling out on a larger scale in 2015. “Store testing will provide incredibly valuable insights to support launching the program nationally next season,“ said Grove.

For more information, please visit www.cmicherries.com