DISPLAYS SUPPORT HEALTH PROGRAMS

CAROL ANGRISANI

SPRINGFIELD, Mass. -- As the food-retailing industry sharpens its focus on health and wellness, some chains are giving better-for-you national and private-label brands permanent endcap space.

Big Y Foods here, along with Penn Traffic Co., Syracuse, N.Y.; and Weis Markets, Sunbury, Pa., are among those dedicating displays to reinforce Center Store products in consumer health education initiatives. Shelf talkers are also being used to highlight certain perishables.

Big Y's "Living Well, Eating Smart" endcaps carried a Thanksgiving theme early this month, with Big Y private-label, no-salt-added canned vegetables; green tea; and graham crackers. Last month, as part of a focus on desserts, the endcaps carried Nabisco Honey Maid grahams, Nabisco 100-calorie packs and Big Y-brand candy.

"Living Well, Eating Smart" signs set off the endcaps, which are located in the pharmacy, health and beauty care or grocery departments, depending on the store. Products rotate every two weeks.

The endcap displays serve as a convenience to customers, said Carrie Taylor, the chain's newly hired registered dietitian who runs "Living Well, Eating Smart," the new health and wellness consumer education program. Along with the endcaps, it includes a section on the Big Y Web site; a bi-monthly in-store newsletter; and a column in the store circular.

"Our shoppers know that they can go directly to the endcap and find healthy products there," Taylor said. "They don't have to search for them."

Initial results show that the displays boosted sales for select items.

Big Y candy was included to show that gummies and mints, as well as sugar-free candies, are sensible treats when consumed in moderation, Taylor said.

"People do eat candy. It would be a misgiving if I ignore the foods that people eat," Taylor told SN.

Penn Traffic also emphasized desserts last month in its "Fresh Ideas" displays, which tie in with a new health and wellness program of the same name. Select items are featured in an in-store newsletter and are discounted and displayed for two weeks. Featured brands recently included Diamond of California walnuts and Pam cooking spray. Shelf signs were used to call out certain perishables, such as Breyer's Heart Smart ice cream and Kraft Cool Whip Lite.

Permanent in-store displays offer busy consumers an easy way to get discounted health and wellness products, said dietitian Ali VanGorden, who runs the "Fresh Ideas" program at Penn Traffic's Bi-Lo Foods, Quality Markets, Riverside Markets and P&C Foods banners.

"People know that they can always find 'Fresh Ideas' products in the same location," VanGorden said.

Weis Markets publishes a nutrition newsletter called "Healthy Bites." Like at Big Y and Penn Traffic, items mentioned in the publication are merchandised on a "Healthy Bites" endcap.

The most recent issue included articles on diabetes, breast cancer and national popcorn month.

Stories refer to Lipton tea for its antioxidant properties and sardines for their protein, vitamins, minerals and omega-3 fatty acids, among other products. Brands mentioned include Weight Watchers' cereals, Fruit20 and sugar-free SnackWell's cookies.

With display space at a premium, some retailers promote healthful foods in other ways. At Bashas' Markets, Chandler, Ariz., for instance, "Healthy Shopping" tags identify good foods that have chosen by certified nutrition professionals.