A buyer can love the product and still be unable to order it, because the store's office needs a vendor file before anyone can cut a purchase order. Have the folder ready and you skip a week of back and forth.
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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.Written for The Shelf Signal from general trade practice. Check the details with your own advisors. ← Shelf life at delivery