Hands Across the Water as Stores Share Brands
Different strokes or shared
tastes? Possibly with transatlantic
supermarkets using their buying power to source the same products, made with
the same formulation, no difference at all. As more supermarkets have established
relationships with partners on either side of the Atlantic, shoppers have been
able to share one another’s favorites.
Latest to land in the U.K. is Hershey’s,
now to be found in both Asda (allegedly sourcing from Walmart) and Sainsbury’s
who are dealing with a new European subsidiary established specifically to
share the love. Various Reese’s products have apparently been in Morrisons
and other stores for some time.
Just-food reports Asda’s research "has uncovered a real
sense that people want to be able to buy this well known American brand in
the U.K. and we expect a positive response."
Hot on the heels of both
kisses and bars (some of which have been re-formulated for "shoppers
not used to the distinctive taste of original Hershey’s"), The
Grocer adds, "Asda’s drive to bring U.S. products to U.K. shelves
continued … with
the roll-out of RC Cola." Future additions being considered include peanut
butter and Twinkies.
Going the other way, Tesco is sending popular British
lines to Fresh and Easy in the U.S. Our "Beanz Meanz Heinz" catchphrase
has been translated (or transported) along with such delights as Marmite and
Birds Custard to name but a few. Even "English" tea has made its
way across the pond. A spokesman emphasized to RetailWire that the store
is not specifically targeting ex-pats but is gratified to know that local residents
appreciate the opportunity to access products they purchase when visiting Britain.
familiar brands available in the U.S. or U.K., having originated in the other?
Pringles and Kettle Chips (who now share an owner), Haagen Dazs and Ben & Jerry’s.
Americans may have heard tales of English chocolate company Cadbury’s (which
also owns Green & Black, high quality organic chocolates) being taken over
by Kraft. Some of their products sold in the U.K. are heading for Walmart.
barely scraping the surface, I think we all get the picture. Mergers and acquisitions
by manufacturers are being matched by sourcing further along the supply chain.
possible this is just another example of trade barriers coming down or perhaps
it’s an indication of broader tastes that encompass both imported delicacies
as well as local produce. An American due to move to England soon recently
told me she had been advised to bring some of her favorite foods. Shocked,
I asked for particulars. Macaroni and cheese, she replied to my extreme dismay.
Not a product I would ever consider buying but, needless to say, we do have
it. Transatlantic tastes have been merging for quite a while.
- Special relationship brings US favourites to shelves of Asda – The
- Hershey’s line launched in Asda – Just-food
- Hershey strikes deal with UK grocers – Sweet and Snacks Europe
- Hershey strikes deal with UK grocers – Leggett Display Group
- P&G quits food trade after selling Pringles to Kettle Chips owner – The
Discussion questions: Will retailers’ transatlantic partnerships provide consumers with an improved selection of products? Will an exchange of brands bring international tastes closer together?