Merchandising Playbook
GROCERY • FROZEN • DAIRY
Planning for February, March and April
The Big Game
UNFI Spring & Summer Show
March Is Frozen Food Month
Upcoming Holidays & Celebrations
Events & Promotions
UNFI Media Network (UMN)
New Items
Seasonal Items
Category and Seasonal Sales Insights 7. Supply Update 8. Action Items
Action Items
Don’t Miss Offers
March Is Frozen Food Month
• Participation Sign-up and Pallet Prebooks Due: 1/17/24
UNFI Spring & Summer Show
• Registration open now through 2/12/25
• Orders Due: 2/28/24
Gorton's Fish 2025 Lent Virtual Pallet
• Order Due: 1/10/25
Review and Take Advantage of the Upcoming Shocker and Big Buy Offers
• Suggested Pre-book: 6-7 weeks out from the ad week.
Outdoor Entertaining (Spring & Summer 2025)
• Sign-up Due: 2/21/25
Additional Offers & Action Items
MercadoBuys
• New offers available January - March
$ave Coupon Book Sign-ups
• March Print Sign-up Due: 1/10/25
• April Print Sign-up Due: 2/7/25
• Mau Print Sign-up Due: 3/14/25
Prepare for The Big Game!
• Stock-up on frozen pizza and snacks. Review key item and tips to follow in this Playbook.
• Review the 1/26/25 & 2/2/25 Ad Planners to take advantage and promote key items for The Big Game. If you’re not already enrolled, sign-up for SuperDeal$ Telemarketing to receive weekly exclusive offers. Enrolment is free.
• Suggested Due Date: 1/31/2025
Holidays & Celebrations Upcoming Holidays & Celebrations
Key Dates:
February: Black History Month
February: Canned Food Month
February: National Hot Breakfast Month
2/1: National Dark Chocolate Day
2/2: National Tater Tot Day
2/5: World Nutella Day
2/9: The Big Game & National Pizza Day
2/14: Valentine’s Day
2/17: President’s Day
2/25: National Chocolate Covered Nuts Day 2/28 – 3/30: Ramadan
Upcoming Holidays & Celebrations
March Key Dates:
• March: March is Frozen Food Month
• 2/28 – 3/30: Ramadan
• 3/1: National Peanut Butter Lover’s Day
• 3/5: Ash Wednesday
• 3/7: Employee Appreciation Day & National Cereal Day
• 3/8: International Women’s Day
• 3/14: Pi Day
• 3/17: St. Patrick's Day
• 3/21: National Crunch Taco Day
• 3/23: National Chips & Dip Day
April Key Dates:
• April: National Brunch Month
• 4/2: National Peanut Butter & Jelly Day
• 4/7: National Coffee Cake Day
• 4/12: National Grilled Cheese Day
• 4/18: National Animal Crackers Day
• 4/20: Easter
• 4/22: Earth Day
• 4/23: Administrative Professionals Day & National English Muffins Day
• 4/24: National Pigs-In-A-Blanket Day
• 4/30: National Raisin Day
Events and Promotions
Upcoming Promotional Events
February
The Big Game
Ad Week: 02/02/25
The Big Game
Ad Week: 02/02/25
The Big Game
Ad Week: 02/02/25
Post Breakfast Partners
Ad Week: 02/09/25
Conagra Event
Ad Week: 02/23/25
March
MFFM Event
Ad Week: 03/02/25
Quaker Breakfast Event
Ad Week: 03/09/25
Conagra MFFM
Ad Week: 03/09/25
Kellanova Event
Ad Week: 03/09/25
Campbell's Meal Solutions
Ad Week: 03/16/25
Brands+ MFFM
Ad Week: 03/16/25
April
Brands+ Pre-Easter
Ad Week: 04/06/25
Quaker Breakfast
Ad Week: 04/06/25
Conagra Event
Ad Week: 04/06/25
Easter Event
Ad Week: 04/13/25
McCormick Grilling
Ad Week: 04/20/25
Feeding America
Ad Week: 04/20/25
Cinco de Mayo
Ad Week: 04/27/25
Spring & Summer Show
Central & East: February 10 - 12, 2025
Disney Coronado Springs Resort, Orlando, FL
Event Details
Ship Window:
• April 26, 2025 – September 5, 2025
• Focus is on Graduation, Summer Holidays and Back to School.
• Ship window is after Easter. For Easter bookings, retailers should review their prebooks from the Winter show and make any needed adjustments through the March into Spring Savings event.
Show Book Availability Date:
• Monday, December 30, 2024
• Perenso Virtual Portal scheduled to open on 1/6/25
Orders Due By:
• Friday, February 28, 2025
• Orders need to be received by this date to allow suppliers time to prepare and ship orders.
Booking Process:
• Order entry through the Perenso system portal or at the Orlando show location
• All orders need to be loaded under the SELB Order Type
Product highlight videos will be available starting in late December. Videos will highlight featured product offers to help you prepare for the upcoming Spring & Summer selling season.
For questions, please contact your UNFI Account Manager.
Customer registration is open now through 2/12/25.
Click Here for UNFI Show Information
UNFI Account Managers will start setting up meetings to review the Show Book and help you plan your 2025 Spring & Summer selling season.
March is Frozen Food Month
Show your customers value with the best Frozen Food sale of the year!
Grow Frozen Food Sales
• Three weeks of expanded frozen food ad items! Ad weeks: 3/2/25, 3/9/25, and 3/16/25
• Lowest prices of the year on top frozen items.
• Additional UNFI Power Buy scans on key items.
Pallet Program
• Drive incremental sales and traffic with the Pallet Program that offers reward incentives for prebooking product for the big March is Frozen Food Month sale.
In-Store Displays
• Create excitement with Store Associates & Customers with In-Store Display & Consumer Contests.
• Free POS kits available to highlight the program and drive awareness.
Click Here for Complete Program Details
March is Frozen Food Month Tactics
Key marketing and sales strategies to drive your frozen food business.
Three Gatefolds/Front Page Blocks
• Eight strong traffic driving frozen items on 3/2/25, 3/9/25 and 3/16/25
• Weekly ad circular gatefold artwork available through the free SV Subscription Service.
Pallet and Open Stock Survey Program
• UNFI will offer retailer bonus rewards of $50 to $200 based on total pallets booked.
• $50 reward for stores that book 5 to 9 pallets.
• $150 reward if a store books at least 10 pallets (max reward of $200 per store).
• Additional rewards range from $10 to $75 (paid via off-statement credit) on 30 key pallet and open stock frozen items supporting the sales event.
In-Store Display Contest
• Three retailer winners with prizes ranging from $750 - $1,500.
Consumer Sweepstakes
• 20 shoppers will win gift cards ranging from $100 - $250.
POS Kits
• Participating stores will receive one POS kit from NFRA to help promote March is Frozen Food month.
March is Frozen Food Month
Key Program Dates
• Sign-up forms due to UNFI by: 1/17/24
• March Is Frozen Food Month Pallet Survey prebooks due to UNFI by: 1/17/24
• Program Ad Weeks: 3/2/25, 3/9/25 and 3/16/25
• Consumer Contest store pulls one winner from ballot box by: 4/11/25
• In-Store Display Contest Picture(s) and Customer Contest Ballot Winner due to UNFI by: 4/11/25
• UNFI will notify Consumer Contest winners by: 5/9/25
• UNFI will notify In-Store Display Contest winners by: 5/9/25 Click Here for Sign-up Form
For questions, please contact your UNFI Account Manager.
Click Here for Complete Program Details
Upcoming Coupon Offers
Ad Week: 01/05/25
• Buy any 4 Gen Mills items & Save $2.00 on selected items
Ad Week: 01/12/25
• Buy 2 Kellogg's Cereals & save $1.00
• Buy 4 Knorr Sides & save $1.00
Ad Week: 01/26/25
• Buy any 5 Unilever items & Save $5.00.
Ad Week: 02/02/25
• Save $1.00 when you buy 2 Kraft Philly Cream Cheese 8oz Brick
• Save $0.75 when you buy one-2# Velveeta Cheese
• Buy any 8 Conagra items & Save $3.50 on selected items
• Buy any 8 additional Conagra items & Save $3.50 on selected items
Ad Week: 02/09/25
• Buy any 6 participating items & Save $3.00 on selected items
Upcoming Shocker Offers
Healthy Choice Frozen Dinner or Steamer
Ad Week: 01/05/25
4/$10.00
Lean Cuisine Features/Favorites
Ad Week: 01/05/25
2/$6.00
Silk Almond Milk or Blends 59-64oz
Ad Week: 01/05/25
2/$6.00
Silk Oat Yeah Half Gallons
Ad Week: 01/05/25
4/$5.00
Knorr Side Dishes 3.8-5.8 oz
Ad Week: 01/12/25
2/$4.00
Old Orchard Cocktail and Healthy Balance Juice 64oz
Ad Week: 01/12/25
2/$5.00
Stouffers Classics HT/LT
Ad Week: 01/19/25
10/$9.00
Dannon Oikos Core 5.3, LNF Greek Cups 5.3 and Remix Mix-Ins
Ad Week: 01/26/25
Upcoming Shocker Offers
DiGiorno Classic Crust
Ad Week: 01/26/25
$3.99
Tombstone Original Ad Week: 01/26/25
$7.99
Totino's Pizza Rolls 100ct
Ad Week: 02/02/25
$3.99
Campbell' s 4 pk Condensed Soup or SpaghettiO’s 4 pk
Ad Week: 01/26/25
2/$6.00
Ore Ida Fries, Hashbrowns, or Tots 16-32oz
Ad Week: 02/02/25
2/$10.00
DiGiorno Core Pizza Ad Week: 02/02/25
$5.99
Coffeemate Creamers 64oz
Ad Week: 02/09/25
2/$6.00
Marie Callendar's Frozen Dinners or Pot Pies
Ad Week: 02/09/25
Upcoming Big Buy Offers
2/$6.00
Ore-Ida 2lb Potatoes, Hashbrowns & Tots
Ad Week: 2/2/25
All CMAP (No Scan)
2/$5.00
Kraft Deluxe Mac & Cheese
Ad Week: 2/2/25
All CMAP (No Scan)
5/$5.00
Chicken of the Sea Chunk Light Tuna
Ad Week: 3/2/25
2/$4.00
Campbell’s Chunky Soup
Ad Week: 2/2/25
2/$6.00
Kellogg’s Cereal *New Items*
Glazed Donuts & Raisin Bran Crunch Blueberry
Ad Week: 3/9/25
All CMAP (No Scan)
$7.99
Totino’s Pizza Rolls 100ct
Ad Week: 2/2/25
5/$5.00
Essential Everyday Steamable Vegetables
Ad Week: 3/16/25
Upcoming Promotional Events
Mercado Buys
Key Hispanic Products on Special
January is Cleaning Season
January is a time consumers stock-up on cleaning supplies to clean their homes after the holidays. Find a complete list of key cleaning items on special starting in January throughout March.
Hispanic Staples
Consumers are looking for shelves stocked with staples like rice, noodles, and a variety of sauces, including soy and oyster sauce, to add that authentic flavor to your dishes. Find a complete list of item by clicking on the link on the bottom right of this page.
Mercado Buy Program Overview:
• Showcases authentic Hispanic items for both Hispanic and conventional consumers.
• Drives incremental sales during key dates.
• Boosts conventional brands and categories as an additional selling tool.
• Features both Hispanic and conventional brands.
• Offers a wide range of items from different categories to retailers.
• Some items available as open stock and pallets/shippers.
For questions, please contact your UNFI Account Manager.
$AVE Coupon Books
Discounted deals on relevant items
Upcoming $AVE Coupon Books
Promotion Dates:
• March - 3/2 - 3/15/2025; signups due 1/10/2025
• April – 3/30 - 4/12/2025; signups due 2/7/2025
• May – 5/4 - 5/17/2025; signups due 3/14/2025
What's included?
• Includes 35 – 40 offers for items across center store: Grocery, Frozen, Dairy, and Non-Edible
Participation options:
• Digital Deals – try us! Your first month is free.
• Printed Books
• Own Extra Effort (run promotions YOUR way)
Does your store have its own Coupon Book or Ad Circular?
Own Extra Effort participation option allows you to run the promotions YOUR way – in your ad, in-store flyer, ROP, or at shelf. Use this flexibility to do what works for your customers.
Outdoor Entertaining
Discounted deals on relevant items
Sign up today!
Promotion Dates:
• April 27 – July 12, 2025; Signups due Feb 21, 2025
What’s Included?
• 16 pages of coupons and recipes
• Magazine-style photography
• Item/UPC list provided
• Over $40 in coupon savings
• POP Kits & Coupon Tear Pads
Media Support:
• Website is: www.OutdoorEntertaining.net
▪ All recipes
▪ Store locator
▪ Participating store list
▪ Links to social media
Core Void Program
UNFI offers a Core Void Program to increase retailer profitability and ensure key items are on shelf that may have been removed or missed.
Features and Details:
This program is an easy way to ensure your assortment is current and you have the top items in your assortment.
Retailer Benefits:
• Grow Sales
• Support with Merchandising Plan
• Discount on first Case
• CMAP is provided to help offset labor cost and tag print.
• Drive Customer Loyalty
• Optimize Assortment
Who Can Participate?
• Primary supplied Conventional Retailers
• Please reach out to your Account Manger to participate in the Conventional Void fill program.
Kellanova Core Voids
SuperDeal$ Telemarketing
Overview
• Exclusive promotional program for eligible UNFI conventional retailers, where UNFI is the primary supplier.
• Weekly deals on shippers, pallets, and seasonal pre-bookings. Products are offered at an average discount of 10% (or more) below their normal cost.
• Retailers signed up for SuperDeal$ will have access to the program specific CMAP type (NCST). These deals are not offered in any other program.
• Reach out to your UNFI Account Manager if you have questions or would like to sign-up to receive weekly calls with the latest exclusive offers!
(UMN)
Upcoming Campaigns
Increase Sales Through UNFI Media Network:
The UNFI Media Network (UMN) provides innovative ways to connect UNFI Suppliers to consumers through onsite (in-store) and offsite digital advertising. These efforts amplify sales and personalize your customer’s shopping experience. UMN offers an integrated and cost-effective solution, marketing personalized digital advertisements to millions of shoppers.
Who Can Participate?
• Any UNFI-supplied retailer can join UNFI Media Network (UMN), powered by Swiftly Technology.
• In doing so, you will gain access to digital solutions that will increase your sales & market share, receive revenue from all negotiated advertising campaigns on your behalf.
Retailer Benefits:
• Gain digital solutions such as -app, website, loyalty, etc. or, integrate with our partner Swiftly if you already have these tools in place.
How Do I Set Up an Informational Session?
Reach out to your UNFI Sales team or Marketing Account Manager to schedule an appointment.
https://www.unfi.com/unfi-media-network.html
• Access to CPG-funded advertising to drive new customers to your store & revenue back in your pocket.
Upcoming Campaigns
Campaigns from Brands your customers know and love!
Campaign Brands:
Don’t Miss Out
These digital campaigns are only available to retailers that are a part of the UNFI Media Network (UMN).
Contact Jocelyn Grant, Director – Retail Media, to join UMN today.
Lactalis The Big Game Chunks/Shreds
01/12/25 – 02/09/25
Unilever (UDAN)
01/26/25 – 02/09/25
Brands+ The Big Game (UDAN) 01/26/25 – 02/09/25
McCormick The Big Game 2025 02/02/25 – 02/21/25
Breakfast Post and Others (UDAN) 02/09/25 – 02/23/25
ConAgra Snap (UDAN) 02/16/25 – 03/02/25
KC Cottonelle & Scott National Coupon
03/09/25 - 04/06/25
Kellanova College Hoops
03/09/25 –03/23/25
New Items
Essential Everyday Frozen Pizza Now Available
Convenient and easy-to-prep frozen pizzas with toppings the whole family will enjoy at a value price
• Private Brand pizza is growing faster than national brands in units and dollars
• Made with real cheese, rich tomato sauce and seasoning
• Our assortment offers three of the most popular toppings in the frozen pizza category
Essential Everyday Frozen Family Entrees
Item
Description Item
Details
Family-sized, easy ready to heat meals made for customers with busy lives. Each family-pleasing meal is made with freshly made pasta and real ingredients for a quality and convenient dish.
• Freshly made pasta in real cheddar cheese sauce
• Freshly made pasta with seasoned tomato sauce, real beef and cheese
• Family Size
Timing
First Ship Available 1/1/2025
Intro Deal
• 100% NIAD
• 15% SRP Gap to Stouffers
• Ad 3-4x
• Available in all Central Region DC’s
• Set next to Stouffers Equivalent
• Holiday, The Big Game and March Frozen Food Month Promotions
New General Mills Protein Cereal
Cheerios Protein has the top nutrient consumers are trying to increase their consumption of: Protein! Made with 8g of protein per serving, whole grain oats, and no artificial flavors or color from artificial sources.
First Ship Date: 12/01/24
New WK Kellogg’s Glazed Donut Holes Cereal
New Glazed Donut Holes platform meets consumers crave for increased "donut" flavored offerings. Teens and Kids are target for engaging package design and playful endorsements from the categories most iconic characters. Sphere shape is the top requested cereal form among kids & teens.
First Ship Date: 12/01/24
WK Kellogg’s Raisin Bran Crunch Blueberry Cereal
• Blueberry #1 flavor for 55+ consumers
• High in Fiber, the #1 nutrient for 55+ consumers
• Consumer Testing: 78% extremely likely to buy
• Improved packing, highlighting “Sunny” front & center
First Ship Date: 12/01/24
Quaker Mighty Life Cereal
Mighty Life is fortified with additional vitamins to support families’ lifestyles: a good source of Vitamins C, D & Zinc in Immunity Support and a good source of Vitamin D & Calcium in Bone Health Support.
Coffeemate Xtra Coffee Creamer
• 63% of Gen-Z consumers prefer more flavor in their coffee
• 47% view flavor as the top purchase motivator for coffee creamers
• 11% category growth for caramel
• 23% projected category incrementality
Coffeemate Cold Foam Creamer
• Carefully curated with coconut oil
• 25% less sugar for perfect balance of creaminess and flavor
• Mess-free dispensing tip for perfect foam, every time
• #1 brand in coffee enhancers
Candy Non-Warehouse Cross Dock New Items*:
Checkout the latest new Natural/Organic/Specialty Candy products and emerging brands available via the non-warehouse cross dock program*
*Must be signed up with an active NWXD account to receive these items. Contact your UNFI Account Manager for additional details.
Non-Warehouse Cross Dock New Items*:
Trusted Brand for Over 35 Years:
• For over 35 years, WOODSTOCK® has been a trusted brand for consumers who read ingredient labels.
• 15+ Categories and 200+ Products
• Help meet the needs of your organic shopper with our selection of over 150 Organic, Non-GMO Project Verified, and Kosher certified items.
Why Woodstock:
• Proud supporter of Organic and Non-GMO products for over 35 years
• Driving innovation with new plant-based items
• Dedicated and growing social network of fans and influencers
*Must be signed up with an active NWXD account to receive these items. Contact your UNFI Account Manager for additional details.
Non-Warehouse Cross Dock New Items*:
Noodles
The Original Clean Ramen:
• Koyo Ramen is expertly crafted from FRESHLY MILLED, ORGANICALLY GROWN HEIRLOOM WHEAT
• Koyo noodles are BAKED, NOT FRIED, making them low fat and the savory Miso Broth contains no additives, preservatives, added sugar and NO MSG
• CRAFTED IN THE TRADITIONAL ROLL-AND-CUT manner. This special process creates noodles with a smooth, silky texture that are high in protein and low in fat
• All items are NON-GMO Project Verified and KOYO Noodles are USDA Organic
Click Here to View New
Non-Warehouse Cross Dock; APL: Approved Product List Click Here to View
*Must be signed up with an active NWXD account to receive these items. Contact your UNFI Account Manager for additional details.
Category & Seasonal Sales Insights
About:
Learn the most impactful and prevalent department, category, seasonal, and attribute driven trends in Grocery, Frozen, Dairy, and GMHBC.
Scan this QR code to receive digital copies of Trend Reports, Express Lanes, and invitations to future webinars.
Benefits:
• Significant emphasis is placed on themes throughout these reports, featuring quantitatively identified, high growth product opportunities to help our retail partners stay on trend and drive incremental growth.
• Excel assortment templates available to quickly identify key voids in category
Category Reviews Sample Pages
See previous page on how to log-in and access all Category Reviews for sales insights.
Frozen Pizza
January & February are top selling Frozen Pizza months
• The 2nd week in January is the #1 best selling week for Frozen Pizza, followed by The Big Game sell week.
• Increase pizza orders during these key winter pizza selling months. Review the UNFI Ad Planner for pizza deals throughout the months.
The Big Game & Tortilla Chips
Tortilla Chips are a Top Snack for the Big Game
• The Big Game 2025 will be on Sunday, February 9th .
• Nearly half shoppers will purchase their Big Game snacks within the week leading up to The Big Game Sunday.
• The other half will purchase their snacks on The Big Game Sunday.
Build Incremental Displays of Essential Everyday Salty Snacks, with extra focus on Tortilla Chips
• Capture Pre-Game Day sales with early displays starting in January (play-off games).
• Key Promotional Ad Week: 1/26/25
See UNFI Ad Planner for deals.
Did You Know?
The Big Game sell weeks are the #1 sales weeks for Tortilla Chips.
*Two back-to-back peak sell weeks. Sales primarily happen the Saturday before the Big Game and the Sunday of the Big Game.
Seasonal Items
Gorton's Fish 2025 Lent Virtual Pallet
Prebook Gorton's Fish for Lent, the biggest frozen fish selling event of the year!
• Bunker POS material available
• Prebook items for the 3/2/25 Lent Ad
Prebook for Delivery 2/23/25 - 3/7/25 Return Booking by 1/10/25!
Key Merchandising
Reminders
The Big Game will be played at Caesars Superdome in New Orleans, Louisiana on Sunday, February 9, 2025
During the week of the Big Game, about 10% of Americans grill food, second only to the 4th of July
February
Plan for Key Sales Drivers
Heavy Hitters
Review & Adjust
• Easy Appetizers: Chicken wings, pizza rolls, fries, frozen snacks, frozen pizza, chips (potato chips and tortilla chips) chip dips (guacamole, queso, salsa), popcorn and pretzels
• Easy Meals: chili (diced tomatoes, tomato sauce, canned beans), pulled pork (barbeque sauce, pickles) and nachos (chips, black olives, jalapenos, sour cream)
Extra Effort Basket Builders
• Nonedible Items: tabletop-disposable plates, silverware, cups, napkins, and paper towels
• Charcoal/Pellets
• Condiments: ketchup, mustard, barbeque sauce, dipping sauces, ranch dressing, buffalo and wing sauce
• Beverages: soda, lemonade, iced tea, and mixers, tomato juice, clamato
Valentine's Day is celebrated on February 14th every year, in 2025 it will fall on a Friday Consumers in the United States spent $25.8 billion on Valentine's Day in 2024
February
Plan for Key Sales Drivers
Heavy Hitters
Review & Adjust
• Candy is the top indexing category in Edible Grocery for the months of February
Extra Effort
Basket Builders
• Dinner For Two: Many couples celebrate Valentine's Day by going out for a romantic dinner. However, cooking a special meal at home can be just as romantic
• Desserts and Snacks: refrigerated cookie dough, premium ice cream and frozen treats
• Easy to Bake: Baking mixes (cake, brownies, and cookies), ready to spread frosting, mini marshmallows, crispy cereal, and food color dye are popular items used for making unique Valentine treats
• Chocolate: Build incremental displays of Valentine’s chocolates. Crossmerchandise with the floral department.
Chinese New Year
1/29/25 is a 16-day celebration
Meaningful Chinese New Year dishes are central to the celebrations. 2025 will be the year of the Snake, which symbolizes wisdom, elegance and transformation.
February
Plan for Key Sales Drivers
Heavy Hitters
Review & Adjust
• Spring Rolls: Also known as chun juan, these crispy fried rolls symbolize wealth and are named after the Spring Festival, or Lunar New Year
• Dumplings: Dumplings are a traditional food eaten during Chinese New Year because they symbolize wealth, prosperity and fortune.
• Fish: Fish is a staple of the reunion dinner, embodies hopes for abundance. Opportunity to promote and display frozen fish.
• Rice: Sticky rice cakes are enjoyed to ensure prosperity.
• Noodles: Changshou Mian, known as "longevity noodles," symbolizes the wish for a long and healthy life.
Extra Effort Basket Builders
• Featured Ads: Kikkoman Soy & Teriyaki, La Choy Bi-Packs, Simply Asia Noodle Bowls, Thai Kitchen Instant Noodles, House of Tsang Sauces, Thai Kitchen Fish Sauce, Sun Luck Sesame Oil, Fresh Produce, Egg roll wrappers
St. Patrick’s Day
falls on March 17th every year and is the feast of St. Patrick, a patron saint of Ireland.
The meal that became popular on St. Patrick’s Day, corned beef and cabbage, was a tradition that started in America.
On St. Patrick’s Day, 819% more Guinness is consumed than usual.
March
Plan for Key Sales Drivers
Heavy Hitters
Review & Adjust
• Traditional Dinner: corned beef, cabbage, potatoes
• Reuben Sandwich: rye bread, corned beef, sauerkraut, Swiss cheese, and Thousand Island dressing.
• Irish Soda Bread: baking mix or ingredients (flour, salt, butter, buttermilk, baking soda, sugar, raisins)
• Shepard’s Pie: frozen entrees or ingredients (potatoes, butter, onion, mixed vegetables, ground beef, beef broth, Worcestershire sauce)
• Beer, especially Guinness: beer sales increase 150% on average for St. Patrick’s Day
• Hot Dishes: Tuna, Seafood, Mac & Cheese, Tomato Soup, Egg noodle
Extra Effort
Basket Builders
• Green food coloring
• Candy
• Condiments: Mayonnaise/Miracle Whip, specialty mustard
• Paper Products: Paper goods, Solo cups
• Decorations
• Spring Cleaning
• March Madness- frozen appetizers, salty snacks, beverages
Ash Wednesday, First day of Lent is on March 5th, 2025
Easter falls on April 20,2025.
Easter typically ranks fourth in yearly holidays for grocery stores following Independence Day, Thanksgiving, and Christmas
Over 50% of people make Easter baskets for their children.
Many families (81%) will celebrate with a brunch or early dinner meal.
• 79% of homes makes 4 or more dishes
• Hosts strive to make the day memorable and worry about food presentation
• 86% gather with 6 or more people
April
Plan for Key Sales Drivers
Easter Heavy Hitters
Review & Adjust
• Meats: Ham, Turkey, lamb, roast, seafood
• Breakfast Foods
• Eggs, butter, milk, cheese, bacon, pancakes, donuts, muffins, French toast, bagels, etc.
• Sweets: Easter candy/chocolate
• Food coloring
• For coloring eggs and for baking
• Vinegar for egg dye coloring
• Desserts: Frozen desserts and baking ingredients
• Condiments: Mayo spreads, salad dressing, pickles, olives
• Vegetables/Broth: Frozen and canned vegetables, broth
Easter
Extra Effort Basket Builders
• Egg dying kits
• Items for topping meat such as pineapple, Maraschino Cherries, Glazes (Ham), Gravies, Hollandaise & Mint sauce for lamb
• Frozen whipped topping for Jell-o creations, pies, and other desserts
• Easter is a popular time when Rice Krispie treats are made. Merchandise Rice Krispies and marshmallows together on an endcap to maximize sales
• Frozen hash browns (or refrigerated) are a multi-purpose item likely to be on a customer’s table during Easter. They are generally the main ingredient in cheesy potatoes, or use them for brunch and cross merchandise with eggs, shredded cheese, and sausage for egg bake
Supply Update
Latest Supply Updates
Cool Whip Fat Free 8oz
• Code: 7010455. The Fat Free Cool Whip variety will remain out of stock from the supplier. The recovery time is still TBD.
Edwards Pies
• Schwan's is pausing production on some of the Edwards Multi Serve Pies items until after the 1st of the year to accommodate inventory production for the top 4 volume items in demand for the holiday season. The flavors suspended will be Strawberry Creme, Chocolate Cheesecake, Berry Cheesecake, Lemon Creme, Cookies & Creme and Turtle. There will be occasional shortages on all the pie varieties over the next few months.
Klondike Bars/Sandwich
• There is a packaging supply delay for Klondike Bars and Sandwich items. Unilever will only produce the Top 4 flavors which represent about 70% of Total Sales. There is not an ETA on when production will be running again on the additional varieties so we will discontinue these items until further notice.
Sara Lee Crème Pies
• There is a supply shortage on Sara Lee Crème Pies due to demand outpacing their supply capabilities. The estimated back in stock timeline is mid-January for all flavors.
Canned Pineapple
• There is a supply shortage on canned pineapple from Dole/Del Monte/ and Brands+ all are on allocation through Easter, due to bad crop results.
Key Offers and Action Items
Action Items
Don’t Miss Offers
March Is Frozen Food Month
• Participation Sign-up and Pallet Prebooks Due: 1/17/24
UNFI Spring & Summer Show
• Registration open now through 2/12/25
• Orders Due: 2/28/24
Gorton's Fish 2025 Lent Virtual Pallet
• Order Due: 1/10/25
Review and Take Advantage of the Upcoming Shocker and Big Buy Offers
• Suggested Pre-book: 6-7 weeks out from the ad week.
Outdoor Entertaining (Spring & Summer 2025)
• Sign-up Due: 2/21/25
Additional Offers & Action Items
MercadoBuys
• New offers available January - March
$ave Coupon Book Sign-ups
• March Print Sign-up Due: 1/10/25
• April Print Sign-up Due: 2/7/25
• Mau Print Sign-up Due: 3/14/25
Prepare for The Big Game!
• Stock-up on frozen pizza and snacks. Review key item and tips to follow in this Playbook.
• Review the 1/26/25 & 2/2/25 Ad Planners to take advantage and promote key items for The Big Game. If you’re not already enrolled, sign-up for SuperDeal$ Telemarketing to receive weekly exclusive offers. Enrolment is free.
• Suggested Due Date: 1/31/2025
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