“So Walmart and Van Leeuwen’s partnership isn’t exactly blazing new ground in the category - unless you consider marketing flavors and form factors that probably shouldn’t be combined in the first place new ground. “Ben & Jerry’s has made several fortunes on limited availability ice creams,” wrote Mr. Ryan Mathews, CEO of Black Monk Consulting, pointed out that in the consumer packaged goods (CPG) arena there is some precedent for offbeat ice-cream success. Speedway and Mountain Dew, Sam’s Club and M&Ms, Starbucks and Target, and Kroger and Oreo have all recently partnered on limited-edition products. The trend may already be picking up speed in grocery. Grocers would be smart to identify compelling products and campaigns to drive frequency, traffic and margin.” “When they do have these types of specials, they don’t do a great job promoting them. “Outside of predictable seasonal item promotions, grocers have not done a great job developing or partnering to offer LTOs,” wrote Patricia Vekich Waldron, CEO of Vision First.
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