WILD OATS MARKETS: ORGANIC TRUFFLES

SN Editorial Staff

Premium, organic and indulgent, Wild Oats Markets' organic chocolate truffles hit on three major food trends. No wonder, then, that since their introduction in late 2004, Les Truffes have become one of the natural retailer's most popular private-label products.

"These truffles are our premier product, at the forefront of our brand," said Brian Albert, marketing manager of corporate brands for Wild Oats in Boulder, Colo. "Our tag line is 'Better Food, Pure and Simple,' and [the truffles] support our products with our consumers. We bring them high-quality, natural, premium organic products."

The truffles are certified organic and contain cocoa grown by farmers who practice sustainable agriculture. The product took about six months to develop. "It was a matter of confirming the ingredients. If there's a subtle change in ingredients, you have to check that the quality is still there," Albert said.

One of the judges, Peter Berlinski, said the truffles combined organic and upscale elements, which made them special. "Organic is a growing category, and chocolate is premium, so you combine two strong consumer pulls," he said. "Put the two together, we felt it had an extra, above and beyond your normal mainstream product."

Les Truffes, which are imported from France, were launched beginning in late October 2004 to spur holiday sales. An 8.75-ounce box of 27 costs $4.99, or $3.99 on special.

Promotional support for the launch was plentiful. The truffles were sampled in the cookie aisle, cross merchandised with other holiday items such as Belgian chocolates and shortbread cookies. They were also placed in endcaps and at cash registers. The retailer highlighted them in its monthly magazine as well.

For Valentine's Day, the truffles were promoted with roses and wine, where wine sales are permitted by law.

Wild Oats plans to add a second flavor, coffee, toward the end of the year, after sampling other flavors in internal focus groups. The retailer is also considering different package sizes.