I say both. If they're in the soup aisle, people will be more likely to look at Keurig machines when they just went to the store for soup. If they're in the coffee aisle, people who already are buying KCups might just choose to pick up some soup KCups for lunch.
Consumers shop by usage....They need to go where the K_Cups are being merchandised. A K_Cup customer specifically looking for the K_Cup section in the store.
Soup sales have been declining so it makes sense to introduce it in the soup section to hopefully generate interest in a new product
Not all like type foods are on the same aisle. Breakbowls (cereral), veggies (produce), frozen soup etc. are segregated from their like aisles.
If I want soup I'm not going to go down the coffee aisle for it.
Soup aisle, endcaps near coffe aisle, and as close to Keurigs themselves as possible.
Consumers do not shop by form factor--they shop by usage. They are not thinking about soup in the coffee aisle.
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