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Issue Date: Vol. 45, No. 11, November 2005, Posted On: 11/18/2005

Masterfoods Renews Vending Focus, Innovative Support Programs For Core Vendible Products

Tim Sanford

HACKETTSTOWN, NJ —  Masterfoods USA announced that it has re-aligned its businesses to address key industry changes and to better meet the needs of its customers.

A major component of this realignment is Masterfoods’ “Commitment to the Core” campaign. With major advertising and sales promotion investments to spur the sales of “M&M’S,” “Snickers,” “Skittles,” “3 Musketeers” and “Twix,” Masterfoods USA reported that it is taking critical steps to solidify its lead position in all core segments, with particular emphasis on the vending segment. Masterfoods USA products account for 73% of all vended candy, the company stated; according to Jim English, vice-president of vending, “Snickers” is the top-selling snack, and “M&M’s” hold the number two position.

“Masterfoods USA delivers the top five selling confections, and seven of the top 10,” said English. “Our key sponsorships with entities like NASCAR and the NFL will only grow this lead position by continuing to build brand equity and drive consumer excitement.”

In addition to sponsorships and promotions, Masterfoods USA also will target the vending channel by offering vending partners new programs that offer insight into consumer habits, and by investing in new technology to bring more speed and convenience to consumers.

“We believe that there is a tremendous opportunity for future growth in the vending segment, and we are committed to collaborating with our partners to increase consumer demand and improve profitability,” said English. “By investing in new promotions, providing access to consumer research, and improving vending technology, we are laying the groundwork for rapid growth.”

On the technology front, Masterfoods USA is implementing new consumer-friendly systems to improve vender accessibility and convenience. “New cashless payment systems and telemetry make the vending process easier and faster,” said English. “Today’s consumers are starved for time, and we are working to bring a greater level of convenience to match their hectic lifestyles at home, work and play.”

By better serving the consumer and supporting sales, Masterfoods anticipates an increase in profits across the vending industry. Operator customers can look for additional marketing expenditures by the company in the first quarter of 2006, to further leverage Masterfoods brands and sponsorships and to increase consumer demand.

Information about Masterfoods USA partnerships and promotions can be found online at masterfoodsusa.com.


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