We have seen a couple of fun examples of brands creating on-shelf “shop-in-shops” in supermarkets recently, including the Tim Hortons execution in the coffee aisle at Sobeys.
The latest execution that we have found is also at Sobeys and is developed by Kellogg’s. The “Snack Bar” groups all of Kellogg’s bars into one four foot section which is framed in by shelf blades with a large branded header on-top.
The space is outside the main Nutritious Portable Snacks section and is in a promo space between Cold Cereal and Hot Cereal.
This approach reminds us of the cosmetics industry where large brands can create special merchandising that highlights the range of products their brand offers in a highly shoppable space.