Franklin Foods Blog » Private Label

Author Craig Espelien: Brand Your Private Label!

franklin — Thu, 03 Mar 2011 14:13:24 +0000

Shielding isn’t the best way for you to grow equity for your private label brands or your stores. Here’s why.

By Craig Espelien

Which is the better way to promote your private label brands: shielding, or branding?

For our purposes here, let’s call “shielding” the protection of store brands’ price image by reducing their shelf prices whenever a like item from a national brand goes on sale. Some say the like item should be placed alongside the advertised national brand in the circular and on display.

We’ll call “branding” the treatment of the private brand as a stand-alone with its own structured marketing and merchandising platform. In other words, it doesn’t rely on the national brand to dictate promotional windows. (Okay — I am a proponent of pre-empting the brand by putting the private brand in the ad and on display a week before the major national brand will appear.)

While neither approach is right or wrong, let’s explore how consumers shop and the impact each choice has on their purchase patterns.

Read the entire article at Frozen & Dairy Buyer Magazine.

PLMA Live! Insight with Phil Lempert – Supermarket Guru

franklin — Wed, 02 Mar 2011 13:57:03 +0000

According to Store Brands Decisions, national brands are fighting hard to win back market share gains made by private label. Veteran industry analyst Phil Lempert, known as the SupermarketGuru, foresees big changes coming in the battle of the brands and the retail landscape. Watch the interview. Franklin Foods is the second largest Retail Private Label manufacturer of cream cheese in the United States and is a supplier to nationally recognized accounts.

Franklin Foods Awarded Business of the Year for 2010

franklin — Mon, 22 Nov 2010 15:51:35 +0000

Franklin Foods would like to thank the Franklin County Industrial Development Corporation for awarding us Vermont’s “Franklin County Business of the Year” for 2010. Being acknowledged for our company commitment to our employees, community and manufacturing facility investments in New England’s largest milk shed and dairy county is a tremendous honor. Also, a special thanks to the entire Franklin Foods team!

Click here and access the official press release on FranklinFoods.com

Franklin Foods at PLMA 2009

franklin — Fri, 20 Nov 2009 20:03:07 +0000

Movin’-and-shakin’ sums up the International launch of our Private Label Cream Cheese program at the 2009 PLMA Trade Show. Two-days filled with customers, meetings, and in true Franklin Foods fashion the group was able squeeze in a little fun. Great way to end the year!

Update from the 2009 Private Label Trade Show

franklin — Sun, 15 Nov 2009 15:47:15 +0000

After several months of planning and preparation Franklin Foods is ready to take our “Re-Inventing Cream Cheese” mission out for a spin at the 2009 PLMA Trade Show this weekend in Chicago! We will be sampling our decadent cream cheese products in a wide variety of sizes that are ready to fill retailer dairy cases from coast to coast. The show floor is packed with vendors and products from all around the world and everyone is expecting a great turnout.

Also, our patent approved Yogurt & Cream Cheese entry has been accepted and will be displayed in a special section called the “Idea Supermarket”…surrounded by a variety of innovative and cutting edge food products.

Thanks.

Congratulations to Team Franklin Foods!

franklin — Thu, 12 Nov 2009 21:47:56 +0000

Great news to share. Team Franklin Foods has received the highest level rating by the Safe Quality Food Institute for both food safety and food quality. The entire team production team deserves a big congratulations. Next stop, the Private Label Manufacturers Trade Show in Chicago. Check back for blog updates from the show!