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UKROP'S COOKS UP CO-BRANDING WITH NESTLE

RICHMOND, Va. -- Ukrop's Super Markets here is uniting its confectionery and bakery departments in a unique co-branding effort with Nestle.Under the test program, called the Nestle Toll House Bakery, cookies and other baked treats are being packaged and sold under combined Nestle/Ukrop's logos.Along with chocolate morsels, other Nestle candies are being used, including Goobers, according to a spokeswoman

RICHMOND, Va. -- Ukrop's Super Markets here is uniting its confectionery and bakery departments in a unique co-branding effort with Nestle.

Under the test program, called the Nestle Toll House Bakery, cookies and other baked treats are being packaged and sold under combined Nestle/Ukrop's logos.

Along with chocolate morsels, other Nestle candies are being used, including Goobers, according to a spokeswoman at Glendale, Calif.-based Nestle.

Ukrop's, which is baking the items in its bakery department, is selling the finished product in three ways: in its bakery, in co-branded "to-go" packages and in self-service displays. Though exact retails were unavailable, a 15- to 20-count package sells for about $2.50.

"This sends a great message to the confectionery business," Mike Gorshe, executive director of Andersen Consulting, Chicago, told SN. Gorshe mentioned the program at the All-Candy Expo in Chicago last month. "It shows that candy doesn't have to be a category that sits by itself -- it can fit in with the rest of the store and the solution selling scenario."

Ukrop's declined to comment, referring SN's calls to Nestle.

In one location, the cookie packages are sold on an endcap located across from the bakery and near the Tot Spot, Ukrop's babysitting center. "Being near the Tot Spot is an ideal location. Moms, dads and kids can smell the cookies being baked," said Gorshe.

The program, which was introduced at Ukrop's Short Pump store in May, is currently being tested in three stores, according to Nestle.