LIVERMORE, Calif. -- Supermarkets around the country are hoping to appeal to shoppers' sweet tooth and their patriotism with limited-time cookie promotions around the Memorial Day and the Fourth of July holidays.
ANZAC (Australian and New Zealand Army Corps) cookies date back to World War I, when women in Australia and New Zealand baked oatmeal cookies and sent them to soldiers. Today, their sales generate funds for veterans in those countries.
Their Australian manufacturer, Unibic, is supplying ANZAC cookies in partnership with the Veterans of Foreign Wars, which will get 4% of sales. Retailers are expected to start selling the cookies two weeks before Memorial Day, and promote them again before Independence Day.
"We are looking primarily at periods when veterans are foremost in peoples' minds," said Doug Kelly, president and chief executive of Unibic, whose North American division is based here. He hoped to have the cookies in 5,000 stores by the Fourth of July.
Retailers/wholesalers that agreed to sell the cookies include Safeway, Albertsons (select divisions), Ralphs, Schnuck Markets, Gristedes, Foodtown, Haggen Food and Pharmacy, Bi-Lo, Associated Wholesale Grocers, Larry's Market, Dierbergs and Ingles, according to a spokesman for Unibic.
Safeway, Pleasanton, Calif., planned to introduce the cookies around the patriotic holidays, with the hope that demand will justify carrying them long term, said Teena Massingill, company spokeswoman.
"Consumers like products where a percentage of sales go to a good cause," she said.
Safeway planned to sell the cookies in a soft-pack version out of Unibic shipper displays that read "Supporting America's Troops." She said they would be placed in the cookie aisle or the periphery, and retail for $2.99.
Schnuck Markets, St. Louis, planned to sell the cookies in collectable tins of 36, as well as soft packs, and possibly cross merchandise them with teas or milk, said Lori Willis, spokeswoman for the chain. "It's a perfect dunking cookie," she pointed out.
The cookies would be merchandised on specially marked, stand-alone displays.
Schnuck also planned to use artwork in stores, direct mail and in-store promotions. "I'll also let people know we're one of the few places selling them in this area," Willis said.
