Welcome to the Family, Idahoan

Oct 29, 2019

For the past 60 years, Idahoan’s wide range of quick-serve potato products have been delivering REAL Idaho® potatoes with perfect homemade taste in minutes. From flavored mashed potatoes in a pouch to hash browns, casseroles, and soups, find out how this newest Red Oval partner—with a 72 percent unit share of the category and growing—is combining innovative products with clever marketing, insightful, space-saving merchandising, and National Digital Ad promotion to deliver increased sales in center store.

Learn more in this Q&A with Idahoan’s Glen Walter, vice president of retail sales.

How Is Your Company Focusing on Product Innovations? 

Idahoan’s transformation of the packaged potato category began when we shifted our focus in earnest to innovation in 1999. By prioritizing consumer-relevant innovation, we were able to develop a new proprietary method for fresh-drying Idaho potatoes. This overhauled a category that had been using 1960s methods which produced a sub-optimal product and consumer experience. Our breakthrough fresh-drying method allows us to deliver world-class taste in new formats and flavors to Idahoan’s consumers, all the while living up to our mission of making it easier for Americans to enjoy delicious Idaho potatoes more often, and at an affordable price.

Take a look at our most recent product release: three new cheese varieties of mashed potatoes celebrating regional flavors, and promoted with this fun “Bachelor-themed” television and social media campaign.

Why Is the Independent Sector Important for Your Business?  

The independent sector caters to the American family, and the demographics of IGA and Idahoan customers are a great match. The independent retailer is in touch with their customers' needs and provides great assistance to them in their effort to create meals at home that are made with convenience and served with great pride. Working together, Idahoan Foods can be a solid contributor to helping your customers answer the question of “what’s for dinner” by providing the perfect side dish.

How Do You Plan to Help IGA Retailers Increase Their Sales in Your Category?

The first opportunity is to ensure that the distribution is right in the packaged potato category. Knowing that retail shelf space is at a premium, it is imperative to make sure you have the right assortment. Idahoan commands a 72 unit share of the category nationally, according to IRI, and is the only brand that has experienced consistent sales growth over the last several years. We have produced a top 12 SKU list that can be merchandised in less than 10 linear feet and represents 50 percent of the category unit sales to use as a reference guide for your sets.

With the shelving right, the next opportunity to drive sales is through promotions. We are going to drive high value offers in the IGA National Digital Ad program during the key seasonal selling periods of Easter, Back to School, Thanksgiving, and Christmas.

Our first offer—Save $1 when you buy (3) Flavored Mashed and/or Homestyle Casserole—will be running in the ad beginning November 17. Please keep an eye out for it, and let us know if you have any questions about our company or our products.

Glen Walter
VP Retail Sales

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