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5/22/2008
PepsiCo, McNeil Nutritionals, Kraft, and Food Lion Given Top Honors at Second Annual CPG & Retail Ex
Industry Award Program Honors Leaders Transforming Their Organizations and Products
Chicago and Miami Beach — March 1, 2005 – Information Resources, Inc., AMR Research, and leading industry publisher Racher Press, Inc. announced the winners of the second annual CPG & Retail Excellence Awards, giving top honors to Food Lion, Kraft, McNeil Nutritionals and PepsiCo. The awards were presented at the IRI Reinventing CPG & Retail Summit 2005 Award Gala last evening in Miami Beach. IRI is the leading global provider of enterprise market information solutions for the CPG, Retail, and Healthcare industries; AMR Research is a leading industry analyst firm specializing in enterprise applications.
In keeping with the theme of the industry’s second annual global CPG and Retail conference, the awards program recognizes companies that are transforming their organizations or products through innovative, leading-edge applications of business performance management, competitive understanding, or technology.
The winners are:
• Business Transformation of the Year – McNeil Nutritionals, LLC for its SPLENDA® No Calorie Sweetener success.
• Competitive Insights Reinvention of the Year – Kraft Foods, Inc. for leveraging deeper retail stocking insights to dramatically improve performance at the shelf.
• Manufacturer Innovation of the Year – PepsiCo, Inc. for its innovative approach to driving greater productivity from ad feature circulars.
• Retailer Innovation of the Year – Food Lion LLC, for its consumer-driven approach to reinventing the in-store shopping experience.
“Once again, this year’s winners exemplify true innovation, transformation, and excellence in CPG and Retail and we salute their fine efforts,” says Scott Klein, President and CEO of IRI. “They have drawn on consumer and marketplace insights, new forms of demand intelligence technology, and proven best practices to reinvent themselves to bring greater speed to insight and improved ROI and better meet the needs of their consumers.”
“As we’ve seen among best-in-class CPG companies, a common theme among this year’s CPG & Retail Excellence Award winners is transformational thinking and application to leveraging deeper consumer insights that drive organic growth both for manufacturers and retailers,” says Scott Langdoc, Vice President of Research, Retail Industry Practice, AMR Research.
Seconds Jeff Woldt, Vice President and Editorial Director of Racher Press, "Food Lion, Kraft, McNeil Nutritionals and PepsiCo have all been successful in translating consumer insights into tangible results. They are at the forefront of carrying information that has traditionally been the domain of the marketing department right through the supply chain to deliver an enhanced consumer shopping experience that creates efficiency, sales growth and increased profitability for all channel partners."
McNeil Nutritionals LLC – Business Transformation of the Year
McNeil Nutritionals, LLC, a Johnson & Johnson company, has dramatically transformed the sweetener industry with its SPLENDA® No Calorie Sweetener brand. Leveraging a deep understanding of the role that “sweetness” plays in consumers’ lives, combined with aggressive use of IRI’s Consumer Network™ Panel and analysis tools, McNeil Nutritionals recognized early on an opportunity to bring a compelling and differentiated sweetener proposition to both consumers and retailers – and in the process, transformed a category that has delivered relatively stagnant growth over the past decade and a half.
Combining targeted fact-based consumer strategies with its “made from sugar so it tastes like sugar” positioning, SPLENDA® has achieved the #1 branded share position within the sweetener marketplace, which includes both low calorie sweeteners and branded sugar products, in less than four years from its introduction at retail. SPLENDA® Brand Products are driving virtually all of the double-digit growth that the sweetener category is now experiencing, making the brand one of the highest growth products within the grocery channel. SPLENDA® has transformed the sweetener marketplace by providing families an easy way to create healthier routines and diets while still enjoying the “sweetness” of sugar and by giving retailers a higher margin and viable sweetening alternative for their customers. The success of this approach is evidenced by the more than 20 million U.S. households that have bought SPLENDA® within the past year.
Kraft Foods, Inc. - Competitive Insights Reinvention of the Year
In 2004, Kraft (NYSE: KFT) began leveraging IRI’s store-level distribution opportunity reporting and Kraft’s advanced handheld technology to identify, prioritize, and help gain deeper insights into retail stocking conditions, ultimately reinventing its approach to retail execution and improving ROI significantly. An average major chain supermarket carries hundreds of Kraft’s items, making it challenging for Kraft Sales Representatives to ensure each item is in distribution where expected. Some of Kraft’s products have less than 100% distribution within a chain despite being authorized in all stores. Distribution voids represented a major opportunity to increase sales for both Kraft and its retailer partners. Combining the new insights with the field handheld technology enabled Kraft to close over 1 million voids.
PepsiCo, Inc. – Manufacturer Innovation of the Year
PepsiCo (NYSE: PEP) designed a proprietary analytics insights tool using granular information generated from IRI’s syndicated POS data and Consumer Network™ panel to analyze a retailer’s weekly ad feature circulars to improve sales, profit, and overall consumer traffic. PepsiCo believes that there is a great opportunity to improve the effectiveness of circulars by better leveraging consumer and shopper data. The Web-based tool helps retailers determine what product assortment and placement within an ad will deliver an increase in trips, sales, and/or profit. To date, that tool, in conjunction with world-class consumer research from IRI, is being leveraged effectively by many of the leading retailers in the U.S. While well received by the industry, PepsiCo views Ad Feature Insights as only the first of many forthcoming consumer-based tools that strive to increase profitable trips and build bigger baskets, a hallmark of PepsiCo with 16 brands with annual sales in excess of $1,000,000,000.
Food Lion LLC – Retailer Innovation of the Year
Bloom Stores, a new store concept launched by parent company Food Lion [a subsidiary of Delhaize America, the U.S. division of Brussels-based Delhaize Group (NYSE: DEG)] blended technology and customer-friendly shopping ideas to form a transformational approach to CPG retailing never before seen in the U.S. As the grocery industry is becoming increasingly more competitive everyday, Food Lion formed a special “concept renewal” team to design a new kind of store based on consumer trends and customer desires. The initiative focused on embracing innovative technologies that improve the in-store shopping experience, rethinking store layout, and adding customer-friendly features that reduce hassles and make shopping easier – and even fun – to meet the needs of time-starved shoppers. Food Lion’s cross-functional development team leveraged learnings from its sister banners as well as insights from consumer focus groups, comprehensive competitive market research from IRI, and complex competitive assessments to create Bloom. The five, now open stores represent an opportunity for Food Lion to grow sales and profits in a way that is different, yet still connected to the Food Lion brand.
About Racher Press
For more than a quarter century, Racher Press, Inc. has been an essential source of news for those with a stake in the retailing, consumer packaged goods, and pharmaceutical industries. The company’s publications include Chain Drug Review, the leading newspaper in the drug store channel: MMR – Mass Market Retailers, which covers discount, drug and supermarket chains and their suppliers, and Retail Pharmacy, a monthly in-depth report on all of the factors that impact pharmaceutical care and its delivery. For more information, visit www.chaindrugreview.com and www.massmarketretailers.com.
About Information Resources, Inc.
Information Resources, Inc. (IRI) is the leading global provider of enterprise market information solutions for the CPG, Retail, and Healthcare industries. IRI is the first company to leverage the power of real-time market information, advanced analytic insights, and enterprise performance management technology to improve the profitability and operational effectiveness of the world’s leading CPG, Retail, and Healthcare companies. The Company uniquely provides a total view of the market, enabling maximum business performance throughout the enterprise. IRI's solutions make the consumer-driven, real-time enterprise possible. More information is available at www.infores.com.
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