Sara Lee Bows Bakery Category Leadership Program To Drive Sales, Profit

DOWNERS GROVE, Ill. -- Building on its ongoing commitment and investment in category management leadership, Sara Lee here will unveil a new research-driven bakery initiative.

The new initiative, dubbed "S.L.I.C.E." -- Sara Lee Insights for Category Excellence -- is designed to drive retailer growth and profits by understanding and maximizing consumer interactions in the bakery category. The proprietary program will help retailers improve conversion rates and increase consumption and transactions in the bread aisle.

"Sara Lee has invested significant time and money to develop a proprietary approach that will provide our partner retailers with strategies and tactics to grow their bakery business profitably," said John Crowder, Sara Lee's director of DSD customer marketing. "S.L.I.C.E. will provide research-tested insights and strategies that will change consumer behavior in the bakery aisle."

Crowder said S.L.I.C.E. is the product of extensive new primary and secondary research analyzed and interpreted by a cross-disciplinary team of marketing and research professionals. Over an 18-month period, Sara Lee gathered data on consumer buying trends, product assortment and promotion best practices, pricing, and motivations behind buying patterns. The research further exposed how consumers shop the category and how lifestyles and lifestages affect buying trends.

Among the findings:

Bread Builds Baskets -- Shoppers spend 71 percent more dollars on trips to the grocery store when bread is purchased. Bread is a complement and companion for some of the biggest profit generators such as deli meats, cheeses, milk, cookies and crackers, carbonated beverages, and salty snacks.

Tell Me Where You Live and I'll Tell You What Breads You Buy -- While bread appeals to a broad audience, segment development varies across markets. In most cases, clear distinctions can be made by geography.

The introduction of Sara Lee's S.L.I.C.E. follows the successful launch of category leadership programs for the in-store deli and packaged meats categories, Deli C.U.T.S.: Consumer Understanding & Targeted Strategies and M.E.A.T.S.: Market Evaluation and Targeted Strategies, respectively.

"Our research shows us that there is room for growth in bakery sales," said Crowder.

For more information contact [email protected] or (630) 598-6000.
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