Center Store :: In the aisles -
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Published on: 1/1/2007
Last Visited: 1/3/2007
Jim Schneider, president and CEO of Ocala, Fla.-based Signature Brands, says dessert decorating is a category that is underutilized by retailers even though it is capable of offering big profits as home baking makes a comeback.He discussed the category with Grocery Headquarters.
Grocery Headquarters: Tell us about the baking aisle and why it is important for retailers to place an emphasis on the section.
Jim Schneider: Rebounding from the low-carb diet trend, the cookie and brownie mix categories are up significantly.
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Schneider: More than 28% of our dessert decorating volume is sold from off-shelf displays throughout the year because the retailers recognize that with the extremely high gross margins from dessert decorations, they cannot afford to be out of stock.Today, 82% of decorating category purchases are on an impulse basis, and our products can motivate mom to bake a special dessert for her family, or for her children's sport's team, or for their upcoming classroom celebration.Our products can also inspire the baking hobbyists to try something new and fun.
GH: How important is seasonality?What do retailers need to do to benefit from it?
Schneider: Seasonality is important, but there are special events for every season, and retailers can leverage each event for a decorating opportunity, such as Super Bowl, Valentines' Day, Easter, Independence Day, back to school, Halloween and, of course, the holidays.
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Schneider: As category leader in the dessert decorations category, Signature Brands is all about innovation.
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