Bulk experimentation by major brands

Bulk experimentation by major brands
It is in Dole, in the Jura, that Intermarché is experimenting with a new bulk concept. Indeed, the major brands, who have seen the bulk market develop without them for several years, are now looking to participate in this dynamic. The test in place: a compact module of six silos, installed within the pasta department, offers Panzani, Taureau Ailé and Ferrero (semolina) products.
 
Dole's Intermarché is a giant of 6300 square metres which already has a substantial bulk space in its organic world. But here the distributor is trying to reach a larger public, the one that frequents the "classic" pasta section.
 
The wooden module features the colours of the three brands of the Panzani Group. The offer identified at Dole is exclusively organic. The bulk items are offered at a price 10-15% lower than their equivalent in conventional packaging.
 
Kraft bags are available in two sizes (for 2 or 4 people), with graduated markers to visualize the portions of pasta, rice or semolina.
 
Adjustments to the concept will probably be necessary over time, particularly in terms of packaging, since the bags do not have a transparent window and weighing is done in the cash register, so the bag remains open.
 
The arrival of national signatures on bulk is an undeniable growth factor for the market. It remains to be seen whether the rotations generated by the Panzani module will be sufficient to sustain its position in a radius that usually generates large volumes.

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