Procter & Gamble Responds with Exclusive Brands

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July 13, 2010

To boost lost market share, Procter & Gamble is looking at expanding exclusive brands and flavors made specifically for and sold exclusively at select retailer partner stores.

According to a report in Cincinnati Business Courier, the company recently launched a customized line of Pringles flavors –– sea salt & black pepper, smokey bacon, kebab, and curry –– that are sold exclusively at Tesco stores in the U.K. Exclusive flavors were also previously developed for Morrison’s, another U.K. retailer

In 2003 in the U.S., Pringles created Restaurant Cravers and Extreme flavor versions of its chips for Walmart, and later worked with other retailers such as Kroger to create unique and exclusive flavors.

Although he would not divulge figures for exclusive formulations and brands, P&G spokesman Don Tassone told the Business Courier that “you can expect more of them.”

Another recent example is the new “designer” diapers –– including pastel-colors with choices of madras, stripes and printed ruffles –– set to launch in Target soon

Industry observers say CPG companies such as P&G are seeking creative ways to differentiate themselves from competitors to help them gain shelf space and market share. While exclusive retailer lines are not new, they are resurging.

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