You make it, ship it and show it. But the ultimate goal is to have the consumer put your dairy foods in her cart, take them home and serve them to her family.
Grocery retailers have been adept at offering promotions, but not solutions. The Innovation Center for U.S. Dairy worked with retailers in test markets on “solution centers.” Rebecca MacKay, the vice president for strategy, insights and planning, told me the Innovation Center developed a “Breakfast Zone” concept that gave shoppers new ideas for the morning meal.
For example, there was a recipe for smoothies using fruit and yogurt and a recipe for pita pocket sandwich stuffed with eggs and cheese. To continue this idea after the test, the Innovation Center recommends retailers install a dedicated endcap in the dairy department and rotate products and recipe cards every month.