Schnucks Responds to Gluten-Free Requests

CAROL ANGRISANI

ST. LOUIS — New shelf tags, store-specific product directories and online recipes are results of Schnuck Markets' new Gluten-Free Advisory Board.

“We've made some serious inroads in addressing this condition,” Larry Maggio, Schnucks' director of marketing services, told SN.

Though Schnucks researched the condition on its own, it wanted to hear from those directly affected.

“We wanted to learn how gluten intolerance affects their lives, and what their expectations are from a supermarket,” said Maggio.

Created earlier this year, the 10-member board is comprised of seven shoppers and three employees. All either have celiac disease or gluten-intolerance, or know someone affected.

The board met every month from January through June, and then again in August. Its next meeting is scheduled for January.

Along with the 10 board members, in attendance at each 90-minute meeting are Maggio as well as a representative for one of Schnucks' largest gluten-free suppliers. Maggio declined to name the suppler.

After each meeting, board members are provided with a bag of gluten-free products to sample. The board then gives Schnucks feedback as to which items they like best.

“Our goal is to carry not just a lot of gluten-free items, but great-tasting ones,” Maggio said.

Some of the products that get the highest praise from the board are brought into stores as new products. Udi's bread and Betty Crocker brownie mixes are among the new items introduced through this method.

One of Schnucks' first lessons from the board was that the disease affects people differently.

“With some people, even just a little interaction can be extremely serious,” he said. “Others, however, can tolerate a little interaction.”

It also found out that those with celiac disease crave variety, and don't want to shop several stores to get it.

“They don't want to go somewhere else to find what they need,” he said. “They want to stay here.”

The board confirmed that it's OK to integrate gluten-free items, provided that shelf tags are used to identify them.

“They want products to stand out so they can find them,” he said.

After hearing this, Schnucks immediately started designing a gluten-free shelf tag. The board suggested that Schnucks include a disclaimer to make it clear that the tags are only a guide, and that consumers should read product ingredient lists before making a purchase. The board also gave input to the tag's color scheme and design.

On shelves since June, the tags highlight between 350 to 1,000 items per store, depending on its size.

Another board recommendation was for Schnucks to provide gluten-free recipes. Schnucks responded by creating an online database of more than 80 dishes.

Schnucks has also created a store-specific online directory of gluten-free items. Available on the schnucks.com website, the downloadable list identifies products by store and department.

Board input prompted Schnucks to create a partnership with Becks Gluten-Free, Ellisville, Mo., which produces gluten-free prepared entrees and desserts in a dedicated gluten-free facility.

The partnership means that Schnucks shoppers can purchase items at www.becksgf.com, and their order will be shipped to one of 13 Schnucks stores. Other than a $20 minimum order requirement, there are no additional fees for the service.

The participating stores were selected to accommodate as many shoppers as possible.

“We picked certain stores so that we have the entire St. Louis metro area covered,” he said.

As for other steps the retailer has taken in response to the board, it's added gluten-free classes to its cooking school and conducts seminars for associates to educate them on the latest news and research.

“We think it's important that our teammates are educated at store-level,” he said.