PEPPERIDGE FARM LENDS SUPPORT

RICHARD TURCSIK

NORWALK, Conn. -- Pepperidge Farm here has developed category management programs for the baked goods and cookie and cracker aisles.

The programs, called Fresh Success for bakery and Premium Exchange for cookies and crackers, were introduced in selected regions last year and are being rolled out nationwide this year.

Pepperidge Farm, a division of Campbell Soup Co., Camden, N.J., distributes its premium cookies, crackers, biscuits, stuffing mix and croutons nationally, and fresh breads and rolls as far west as Denver.

Mick Sidari, vice president of sales for the Biscuit Division, who helped develop Premium Exchange, said the program is tailored according to which brands the retailer classifies as premium cookies, and involves extensive consumer research.

"Our whole position was to take a look at the consumer and how they buy product," Sidari said. "We're bringing the consumer side of the category to the table."

He added, "We are helping supermarkets by increasing their sales of premium cookies. As they increase their sales of premium cookies, that also helps the category."

Fresh Success has proved beneficial in expanding the entire bread category in stores where it has been implemented, according to Bob Kraft, director of category management and trade marketing at Pepperidge Farm's Bakery Division.

"We have done a lot of promotional tests and merchandising pilots, and have emphasized item optimization and SKU management testing. In fact, we have rolled out a number of tests that we have conducted with the major accounts," he added.