A guest blog from Paul Schmidt, president Floyd B. Case, Inc.
DOLE® Soft Serve – A New Excitement
We have had the pleasure of representing Kent Precision Foods Group (KPFG) for many years. Selling such great products has always been fun and experiencing the company’s growth and changes has been great.
Our new focus is on an old friend, DOLE Soft Serve. With the addition of “Vegan” to our products’ attributes, our new packaging and now our new Lemon flavor, it is sort of like a re-birth of these great products and powerful brand.
A Success Story – LimeBerry Yogurt
We recently made contact with a regional yogurt chain called LimeBerry Yogurt. They have 17 units in the Pacific Northwest and have always used a liquid dairy mix as their exclusive product offering. After a few calls they gave us an audience and a machine to use for testing. I think this opportunity was due, in part, to having the DOLE brand as it gave a dry mix program real credibility.
Needless to say, they loved the products and tested all the flavors over the next two weeks. They have settled in on Pineapple, Orange and Lemon and we are in the process of getting these items set up on our local Sysco house.
Let Them Know about Frostline® Frozen Treats
While we were testing DOLE I brought down a couple of Frostline sample kits along with some Flavor Packets. With the success of the DOLE items they agreed, somewhat reluctantly, to play around with the Frostline items. DOLE was one thing but a lactose free soft serve mix was not what they were looking for.
Always Keep a Flavor Packet in Your Back Pocket
A product supply issue from the manufacturer arose and LimeBerry was without a top-selling seasonal flavor during a critical time of the year. For a frozen yogurt store, not offering a popular, holiday flavor during the slower, colder months could be detrimental to their bottom line.
In a bind, they decided to mix up some Frostline (using 7 quarts of water) and a Peppermint flavor packet. They loved it! Some of their customers (and franchise owners) even preferred it to the previous brand’s peppermint flavor. Frostline and our flavor packet program really saved them and their holiday sales but, more importantly, it opened up a new concept that they would never have considered before; having a dry mix item that they could flavor themselves as a regular item and a back up for when they run out of product.
Now, they are buying Frostline Vanilla from Sysco. The owners are helping us convince the rest of the franchisees that they should add Frostline to their rotation and speak passionately about all the things we discuss when presenting Frostline: no storage issues, excellent back up item, easy to mix, lactose free, great flavors and lower cost.
For me, there have been a few lessons learned.
1. Our DOLE products are powerful and timely items for today’s yogurt shops.
2. Once DOLE is accepted it opens the door nicely for Frostline.
3. Frostline and our Flavor Packets are not only good enough to compete with the best frozen yogurts, but they truly help fix some of the most basic challenges that these operators face.
Contact information for Floyd B. Case, Inc., Marketing-Consultants, 1050 SW Stephenson St., Portland, OR 97219, (503)-476-4404