Emerald Partners with Coca-Cola for Snacking Promotion
An estimated 500,000 instant rebate coupons are expected to be distributed during the promotion, which began in June and will run through September.
07/09/07 Diamond Foods, Inc., a leading branded food company specializing in processing, marketing and distributing culinary nuts and snack products, has joined forces with Coca-Cola for an in-store summer snacking promotion. Special "Snack Happy, Snack Healthy" displays featuring Emerald snack nuts and Coca-Cola products were set up in more than 4,000 grocery stores across the country throughout the summer.
"Since nuts pair naturally with soft drinks, Diamond Foods is pleased to partner for this promotion with Coca-Cola, the No. 1 soft drink brand in the U.S.," said Andrew Burke, senior vice president of marketing, Diamond Foods. "This program has opened doors for us with retailers to work with the Coca-Cola organization and leverage their strong brand recognition and distribution. When featured and displayed, Emerald products produce tremendous incremental sales."
The colorful pre-packed shipper and pallet displays feature "Snack Happy, Snack Healthy" headers that invite consumers to save $3 on two Emerald snacks (5 oz. or larger) when they also purchase two 2-liter bottles or one 12-pack (12 oz. cans) of any Coca-Cola product. An estimated 500,000 instant rebate coupons are expected to be distributed during the promotion, which began in June and will run through September.
"This promotion is still under way but already has been very successful in driving incremental sales for Emerald, which has just celebrated its third anniversary as a national brand," said Burke. "Emerald sales continue to outpace category growth and I think this shows that we are achieving our goal of adding variety and excitement to the snack nut category." According to IRI InfoScan data (12 weeks ended 8/12/07), Emerald sales are enjoying a growth rate of nearly 40% -- almost 20 times that of overall snack nut category growth of 2%.
The Emerald snack line, which has expanded from 14 to 23 products since August 2004, has distribution in approximately 84% of the nation's grocery stores. The brand is quickly gaining additional distribution in drug stores, convenience stores, club stores and mass merchandising outlets as well.
