Static premium is just expensive. Regulars who find something new every time they come in keep coming in. The answer is a calendar, planned ahead, with three speeds.
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IN PRACTICE
Applied to this season's trends
Fiber frenzy and protein + fiberRealThe buyer takeTest a small assortment within an existing category and track sales and margin dollars per facing against comparable products.
Clean proteinRealThe buyer takeTest a meat stick from Chomps or The New Primal, both marked Scaling, alongside your current best seller at a comparable price.
Terroir's new territoryRealThe buyer takeTest a small regional assortment within an established category, supported by tastings and shelf cards that translate provenance into flavor and use.
Functional beveragesRealThe buyer takeManage functional beverages as a mature category rather than giving every new claim shelf space.Adapted from The Truth Behind Premium Grocery by Michael Penner (2027). Figures are modeled. ← Shrink on new items