Cover Story
January/February 2001

Sara Lee targets C-store growth

The grocery majors are finally designing products specifically for the growing convenience store sector. Latest is global cake and dessert maker Sara Lee, whose new ëno freezer requiredí Cookie range gives service stations a generous slice of supermarket action.

In a significant departure from their traditional stronghold in the supermarket freezer section, Sara Lee is going fresh. Their new long-life Cookie range specifically addresses the space and storage considerations of service stations and smaller stores.

"Itís pointless solving a problem for the customer if you donít also solve problems for the store," says National C-Stores Marketing Manager Sarah Wakely. "Sara Lee knows how to create appetite appeal and good nutrition. But our research revealed we had to address the C-storeís handling, storage and shelf-life concerns as well."

Sara Lee surveys revealed concerns over fresh-baked products, despite their obvious growth in popularity. Stores reported difficulty in maintaining hygiene where cookies or muffins were not individually wrapped, plus high wastage due to limited shelf life.

"Our C-store Cookies addressed both problems at once. They donít need a freezer and have a 5-month counter life," Wakely told Australian Service Station. "The special see-through pack maintains appetite appeal and tempts customers to try one while reassuring them the product has not been tampered with."

The company reports survey data showing the ësnacks-on-the-run marketí is growing as commuters have less time for regular meals. But as the snack became more of a meal, nutrition and appetite satisfaction are starting to dictate the agenda.

"Consumers we surveyed were moving from sticky snacks to something more substantial and easy to eat in the car," Wakely claims. "We kept the ingredients totally natural but boosted the size. At almost a tenth of a kilogram each, and with combination flavours like Apricot Almond and Yoghurt, these Cookies are definitely more than biscuits."

Tastes were changing too, with adult flavours like Fruit and Macadamia necessary to supplement the younger preference for Chocolate Chip.

The new range also accommodates the commercial reality of C-store overheads, with almost one third of the RRP being retailer margin. Small stores wonít be undersold because the product is not available in supermarkets.

Sarah Wakely does not believe the ëno freezer requiredí innovation would harm already vigorous sales of Sara Leeís frozen snack range. These are mainly single-serve versions of their globally recognised supermarket cakes and are currently sold to convenience stores with adequate freezer storage. Some, like the Sara Lee fruit pies, also require refrigerated display once thawed.

"Frozen snacks still achieve things you can only get with a freshly-frozen product, such as the taste of real fruit or the moist texture in our chocolate brownies," she said. "Cookies simply extend the Sara Lee experience to small stores who in the past were kept our of this revenue stream through lack of freezer or display space.

NOTE: Sara Lee Cookies are available in cartons of 30 per flavour or the mixed counter top display with ten of each cookie. The company is offering free samples during the launch phase. C-stores and service stations should phone 02 - 02 4340 5403 or fax a request on letterhead to
02 4329 3249.