MOVING THE SHELF-STABLE

WHITE PLAINS, N.Y. -- Supermarkets can help develop shelf-stable dessert profits by merchandising the category during holiday periods and promoting it for new occasions, said an official with Kraft Foods here.t Foods' Desserts & Snacks division, which manufactures the Jell-O line of desserts, told SN.One way Kraft is looking to ensure there's always room for Jell-O and the other shelf-stable dessert

WHITE PLAINS, N.Y. -- Supermarkets can help develop shelf-stable dessert profits by merchandising the category during holiday periods and promoting it for new occasions, said an official with Kraft Foods here.

t Foods' Desserts & Snacks division, which manufactures the Jell-O line of desserts, told SN.

One way Kraft is looking to ensure there's always room for Jell-O and the other shelf-stable dessert brands in shopping carts is by rolling out the Jell-O Efficient Merchandiser system, which merchandises gelatin and pudding mixes and related products, like no-bake mixes and tapioca.

"The JEM basically replaces the supermarket shelves," Meyer said. "It is a shelving unit that goes into the supermarket. This is a great unit that actually saves supermarkets a lot of money as well. It is spring-loaded, so it is easy to shop. We're looking to expand it."

JEM is available in 4-, 8- and 12-foot modules, and a 3-foot module is being considered for convenience stores and cramped inner-city supermarkets. JEM merchandises products by flavor, making it easier for consumers to spot their favorite variety.

"With the initial results we've gotten, it has improved the category significantly, as well as Jell-O," Meyer said.

He said not just Jell-O, but all brands, including Nabisco's Royal, Knox and My-T-Fine, as well as private label, are merchandised on the unit.

Meyer recommends supermarkets merchandise their shelf-stable desserts in the baking products aisle, as opposed to the frozen-foods aisle where some retailers merchandise it over the coffin cases.