While a majority of my grocery trips are spent in the ice cream and bread aisles, I have to admit that the aisle I want to spend all day in is the check-out aisle—because it’s where all the ooey gooey grab-and-buy goodies live! Basically, I’m a sucker for the impulse buy. Michel et Augustin, however, is making sure all of us spur-of-the-moment shoppers have just as much fun perusing the whole store thanks to its new packaging that’s transforming its once impulse-buy cookie products into full-blown grocery essentials.
“People really took to our Cookie Squares—when they found them. But they were extremely limited in how they could buy them. Formerly, we were an impulse item only, perfect at a café or a checkout, but with no way for people to bring them into their home to enjoy them in the future. Le Cookie Bag is our answer,” Lily Dionne-Jermanovich, U.S. Communications and Content Manager, shared with me. “We think retailers will enjoy them as much as their shoppers will—assuming they don’t eat them before they get on shelf!”
The new Le Cookie Bag, as Michel et Augustin’s new packaging has been aptly named, was designed to grab consumers’ attention in the sea of whites and blues that dominates the cookie category. The bright colors also offer retailers the very best reason to cross merchandize as they add a splash of excitement to complimentary spaces like milk, ice cream, and even wine. The flexibility of the bag even challenges retailers to find off-shelf merchandising options—the only limit is retailers’ imagination.
“Our retail partners have been enthusiastic, both to the format and the vibrant, eye-catching packaging design. We are getting into stores with this SKU that we have not been in with our other formats. It’s a very consumer-friendly package, which makes it very retail friendly, too,” Lily added.
Le Cookie Bag is available in three fluorescent pouches, containing 15 individually-wrapped cookie squares:
Like all of its products, the tasty treats sold in Le Cookie Bag are made in France and are available now in stores like Key Foods, Fairway, Kings, Giant, Rocher Bros, Safeway, and Gelson’s.
For more exciting news busting out of innovative companies operating in the deli, dairy, bakery, and specialty foods space, Deli Market News will continue to report.