Flowers targets in-store bakeries, delis with Alpine Valley, Barowsky's brands

by Dan Malovany
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Alpine Valley bread
Flowers Foods has revamped the packaging for its Alpine Valley brand.
 

THOMASVILLE, GA. — Flowers Foods used large banners and a colorful display of products to promote its revamped Alpine Valley brand and Barowsky’s Signature Breads at the Dairy-Deli-Bakery 2017 exhibition, held June 4-6 in Anaheim, Calif., and sponsored by the International Dairy-Deli Bakery Association (IDDBA).

Flowers acquired Alpine Valley Bread, Mesa, Ariz., in 2015 and the Barowsky’s brand as a part of its purchase of Lepage Bakeries, Auburn, Maine, in 2012.

Baking & Snack discussed Flowers' in-store bakery and deli strategy and how it is positioning the two brands with Cristina Watson, organic marketing manager, and Stuart Newton, vice-president, national accounts, deli/bakery.

Baking & Snack: Let’s talk about promoting the brands starting with Alpine Valley and then with Barowsky’s. How are you targeting the in-store bakery and delis at IDDBA?

Cristina Watson: For Alpine Valley, we have eye-catching displays that will attract consumers and offer strong branding. We have designed a clean, simple design that features the product and communicates the nutritional benefits the Alpine Valley product delivers.

Stuart Newton: For Barowsky’s, it’s building on the nearly 100 years of baking legacy of Flowers Foods. We are using that knowledge and skill to provide a premium, branded offering in the deli/bakery marketplace. Consumers are looking for that great, restaurant quality bread to build a custom craft sandwich at home and Barowsky’s Signature Breads will provide that solution.

How are you positioning the Alpine Valley brand, and how does it differ from Barowsky’s?

Ms. Watson: Alpine Valley is an organic, non-G.M.O. bread brand that can please the whole family. We offer a wide variety of options from white bread to multi-grain bread and even Hawaiian rolls. Our ingredient panels are short, and you can read and recognize every ingredient.

Mr. Newton: Barowsky’s Signature Breads fit perfectly into the deli/bakery landscape. We are providing unique bread and rolls from our food service heritage that won’t duplicate what is being offered in the bakery. Our packaging evokes the feel of high-quality bread that is not found in the center store bread aisle.

How are you using these brands to leverage the emerging trends in in-store bakeries and delis?

Ms. Watson: As perimeter departments, in-store bakeries have opportunities to curate a larger selection of organic and non-G.M.O. baked goods, which have traditionally been underrepresented in this part of the store.

As a follow up, how are you targeting the general perimeter of the store to incorporate these bread varieties into meal solutions?

Ms. Watson: We are using secondary displays to serve as a “shopper interrupter” to draw attention to and consideration for our baked goods.

The in-store deli/bakery is a very crowded channel. How do you break out of the pack?

Ms. Watson: For Alpine Valley, it’s about getting back to basics with an organic and non-G.M.O. product that will deliver a great-tasting product the whole family will enjoy. We promise to always give consumers high-quality products made with organic ingredients they can recognize, in varieties and flavor styles they know and love.

Has there been change in positioning Dave’s Killer Bread away from the in-store bakery and deli departments?

Ms. Watson: Having both Dave’s Killer Bread and Alpine Valley in Flowers’ portfolio of organic brands allows us to focus on having our organic bread brands in more than one area or department in the grocery store.  This allows us to reach consumers whether they are shopping the perimeter or center of the store.   
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