Dive Brief:
- Pinnacle Foods announced Monday that it is dropping 16 Aunt Jemima frozen products, including waffles, french toast slices and pancakes, as well frozen breakfast items for food service,根据公司声明。
- 这些产品中的许多产品在周五被发现可能受到李斯特菌污染的可能性后自愿召回公司声明说。
- The company claims it had already planned to drop the products before the recall.“The decision to exit these products now was the appropriate action for Pinnacle,"Pinnacle Foods首席执行官Mark Clouse在一份声明中说。"It is consistent with our plans to enhance the on-going margin of the Company and focus our efforts and investments on more profitable growth opportunities longer term. While the timing of this exit was accelerated by the voluntary recall we initiated last week, these items are low-margin, non-strategic SKUs that we expected to exit at some point in the foreseeable future."
Dive Insight:
可能的污染使Pinnacle Foods决定放弃著名的Jemima Aunt Jemima Frozen早餐产品，易于吞咽。快速召回和突然的终点可能会使一些消费者感到不安，但是制造商现在可以迅速从有问题的产品中移动，并专注于可以提高其底线的其他项目。
While Pinnacle's最近的收入超出了分析师的期望，制造商有更多的生长空间。该报告没有说令人失望的杰米玛姨妈产品的销售额，但周一上午的宣布称它们为“低利润和非战略”，这种产品似乎并没有引起投资者的兴奋。
但这并不是Pinnacle冷冻的Jemima姨妈产品的终点。未来的产品将有所不同，而且更高级，从迷你煎饼，法式吐司棒，早餐主菜和烤式波普尔。这可能是Pinnacle的有利可图的策略。根据尼尔森的说法，方便的早餐菜看到了2016年美元销售增长最高,比上年增长82.3%。新的和更多的differentiated offerings, Pinnacle will be able to better tap into that market instead of directly competing for market share with several other frozen pancake and waffle brands.
但是，如果消费者无法动摇对另一个现已结束的Jemima姨妈的召回的记忆，则该策略可能行不通。Pinnacle应该对这种可能性保持警惕，并通过营销活动来加强其新产品的推出，这将为该品牌带来兴奋，并帮助消费者忘记召回。
