With in-store promotion as Natursource’s main driver, the healthy snack brand is leaning on its tried-and-true tactic as it launches three new nut products.
Natursource, which has a presence in major national retailers including Costco, Sobeys, Metro and Loblaw-owned grocers as well as indie and health food stores, is adding Cinnamon Crunch, Smokey Praline and Hot Maple Almonds to its snacking portfolio.
Mitch Oberfield, the company’s EVP, tells strategy it does a lot of trade promotion, flyer ads, in-store features with price promotions and shipper drives.
“We mainly focus on the physical store,” says Oberfield. “We have a number of different vehicles: shipper displays, half pallet displays and we work with the retailer to find the best vehicle for their particular customer base.”
Natursource uses a more “generic” approach to its shelf talkers and shippers, which have the overall look and feel of the brand. Timing and seasonality determine which SKUs go into the shipper. For example, a cinnamon product, which is more fall-like in its flavour profile, won’t be promoted during the summer.
Assets call out the fact that the products are dry roasted and made in a peanut-free facility.
The shopper asset assembly is done in-house, and the brand works with freelance designers. One challenge is finding the height that is both economical and meets the needs of all major banners. “You don’t want to make them too tall,” says Oberfield.
For the first time, the brand is also doing a half pallet PC Optimum points promo (pictured, above) as a way to drive trial.
Post-COVID, Oberfield says that competitors who used to focus on organic – with products priced around 30% higher – pivoted away due to cost pressures and are transitioning into the arena Natursource occupies.
“We see ourselves in the more premium space, but not organic,” Oberfield says.
Its differentiator, he explains, is cost-per-gram as Natursource products come in large, 500 gram bags. But that can attract or deter the consumers who want to make healthier eating choices and are mindful about their wallets.
“Some people are even shying away from our prices, and they might go to…peanuts, Smarties and less healthy mixes,” Oberfield admits. “I think I know who my customers are, but they always have a way of surprising me.”
The brand is connecting, for the most part, with people who’ve tried Natursource and like its premium value.
What consumers also find appealing is the company’s innovation pipeline, which is updated annually and for the most part, is geared to the 500 gram bag.
Natursource refreshed its packaging and branding in 2020, part of an effort to add new products to the lineup without “having to reinvent the wheel,” Oberfield says.
1Milk2Sugars provides PR support for the brand.
