The best position a brand can have in a premium grocer is as a source of something new that the store needs regardless. A well-run store puts something new in front of its regulars every week, runs an activation every month and a bigger moment every quarter. You can be the reason it has something.
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IN PRACTICE
Applied to this season's trends
Fiber frenzy and protein + fiberRealThe brand takePosition against a familiar staple, with taste and convenience leading and fiber supporting the proposition.
Clean proteinRealThe brand takePosition your product against the snack it would replace, such as a meat stick or protein bar.
Terroir's new territoryRealThe brand takeLead with products where origin creates a difference shoppers can taste, such as region-specific olive oil, honey, chocolate or coffee.
Functional beveragesRealThe brand takeThe functional claim alone is no longer enough.Adapted from The Truth Behind Premium Grocery by Michael Penner (2027). Figures are modeled. ← When a broker earns the fee