BP Adds Sweet Tastes to AMPM

BP’s ampm recently added nine candy products to the “Good Stuff by ampm” Private Brand it launched earlier this year.

Comprising candy corn, jellied candies and jelly beans, the product line is being merchandised together in the candy aisle.

The convenience store chain launched the Good Stuff brand last spring by rolling out 24-packs of bottled water. Dedicated floorstands billed the product as “pure & refreshing.”

“The ampm stores are known for providing great value to consumers, and we are always looking for different ways to meet the customer’s snacking needs,” ampm president Bill Fry said in a statement. The chain’s private-label strategy is to offer national-brand quality at a lower price, he said.

Ampm also launched a line of private-label snacks targeting Hispanics in select markets. Dubbed “El Mero” (Spanish for “The Boss”), the line currently consists of three SKUs: chili mango fruit snacks, garbanzos and churritos.

“Hispanic consumers are looking for products with authentic flavors,” Fry said in a statement. “After testing products with more than 400 consumers, we selected their top three choices to launch our El Mero brand. Hispanic consumers have exhibited strong loyalty to the ampm brand, and we will continue to find ways to give them what they want.”

In other activity, ampm in September began offering an exclusive Emergen-C Splash low-calorie drink at its Thirst Oasis beverage fountains. Provided by Foothill Ranch, CA-based Alacer Corp., which makes Emergen-C vitamin-infused drink mixes, the caffeine-free product has 30 calories per 16 ounces and 170% of the recommended daily allowance of vitamin C.

“It’s a chance for us to reach parents who are on the go and want to make healthier choices for their kids,” Fry said in a statement. The chain’s product exclusivity ends Nov. 30.

Ampm also offers private-label Deluge Plus Pomegranate low-calorie flavored water at the fountains.

Source: In-Store Marketing Institute

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.