Sara Lee to launch initiative for fresh bakery growth

by Eric Schroeder
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DOWNERS GROVE, ILL. — Beginning in April, Sara Lee Food & Beverage will launch S.L.I.C.E., a new initiative designed to drive retailer growth and profits by understanding and maximizing consumer interactions in the fresh bakery industry.

S.L.I.C.E., which stands for Sara Lee Insights for Consumer Excellence, came about following 18 months of research gathering on consumer buying trends, product assortment and promotion best practices, pricing and motivations behind buying patterns. Among the findings, Sara Lee found shoppers spend 71% more dollars on trips to the grocery store when bread is purchased.

"Sara Lee has invested significant time and money to develop a proprietary approach that will provide our partner retailers with strategies and tactics to grow their bakery business profitably," said John Crowder, director of DSD customer marketing, Sara Lee Food & Beverage. "S.L.I.C.E. will provide research-tested insights and strategies that will change consumer behavior in the bakery aisle."

In addition to S.L.I.C.E., Sara Lee currently operates category leadership programs for the in-store deli and packaged meats categories, Deli C.U.T.S.: Consumer Understanding and Targeted Strategies and M.E.A.T.S.: Market Evaluation and Targeted Strategies.

"Our research shows us that there is room for growth in bakery sales," Mr. Crowder said. "Sara Lee is leading the way to help our retailers understand and leverage current and future shopper trends to expand our base, shopper frequency and total basket ring."

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