After what seems like an extra long winter, spring is finally here – the grass is greener, the trees are budding, flowers are blossoming. The grocery shelves are lined up with all sorts of pastel packaged and colored goodies and there is no Easter treat that is more emblematic of the vernal equinox than Peeps. This season, we have not just one, but two limited edition beverage collaborations with the iconic marshmallow treat. The first drink, a marshmallow flavored soda called PEPSI x PEEPS, comes in 7.5-ounce yellow, pink, and blue pastel-colored mini cans that come packaged in a small yellow box reminiscent of the actual packaging of Peeps.
“After what has been a very difficult year, many consumers are looking for new things to smile about. So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola. This PEPSI x PEEPS collaboration will be available in three bright colors through a distinctive mini-can design and will most certainly have fans buzzing all season long,” said Todd Kaplan, VP marketing for Pepsi. “We know our consumers love our limited product drops, and we believe that PEPSI x PEEPS will deliver an iconic and delicious pairing that has the potential to become a fan favorite.”
However, much like other limited edition flavor marketing ploys by food manufacturers (like the Kraft Pumpkin Spice Mac and Cheese from last fall), this is not available for purchase in stores. Instead, the three-pack limited edition soda will be gifted to a select number of participants in a social media sweepstakes in which fans submit photos of themselves enjoying the spring with Peeps marshmallow chicks and bunnies and who tag @PEPSI, #HangingWithMyPEEPS and #PepsiSweepstakes on Twitter and Instagram. I must say, I can’t imagine that this beverage would actually taste good because it’s essentially adding a lot of additional sweetness to a drink that is already too sugary. You can probably get the same experience by dropping a Peep into your glass of Pepsi, but I only suggest that if you really want an excuse to go to the dentist in the near future.
7-Eleven has also announced a spring collaboration with the Easter basket essential, but instead of a soda, their version is a limited edition Peeps Marshmallow! latte. In this case, I can see the connection. The pillowy sweetness of a marshmallow sounds more complementary to a coffee drink since it adds creaminess and sweetness to a drink that is tinged with bitterness. It definitely sounds like the taste profile is more of a natural fit than the Pepsi collab, which is probably why this is actually being sold to the public. And unlike the soda iteration, this one could become an annual spring flavor unlike the flash in the can that Pepsi has created.
After a year in which longstanding issues with diversity and inclusion have been put on center stage, many companies have been actively trying to address these issues within their corporate structure. One of the most recent organizations in our industry to do so is Bimbo Bakeries USA (BBU), which has launched a new initiative to combat racial injustice and inequality and create lasting change within its walls. A major aspect of that effort is the manufacturer’s commitment of $1 million to national and local organizations dedicated to furthering the education, financial well-being, and health of black and minority Americans. This includes $500,000 dedicated to the United Negro College Fund (UNCF). Through this partnership BBU will provide scholarships, create an internship program, and participate in the UNCF Student Leadership Conference. BBU is allocating a percentage of each of its brands’ marketing budget toward minority -owned media partners. Additionally, the company formed a Racial Equity Action Council made up of Black and ally associates from across the country, which is assisting BBU as it examines and evaluates its internal practices. The advisory group immediately got to work by enhancing the company’s recruiting, hiring and talent development processes including creating a dedicated position to work on these efforts; establishing and activating a Black business inclusion group called Black Associates and Allies Standing Together (BAAST); and by reviewing supplier relationships to identify opportunities to partner with Black-, minority- and female-owned organizations. The council also identified education, financial well-being and health as three key areas of focus and identified organizations that would benefit from BBU’s investment while also providing an opportunity for meaningful associate engagement to make a real difference.
“Last year, the U.S. experienced a reckoning moment with racial equity and injustice,” said Fred Penny, president of Bimbo Bakeries USA. “BBU acknowledged our responsibility to do more within our organization and our communities. We have taken the last nine months to engage and learn from our diverse associates and thoughtfully consider how we could have the broadest impact.” Penny continued, “It is important to us that our partnerships extend beyond a financial donation. Our racial equity action council has been instrumental in identifying organizations where BBU and our associates can make a real difference. We look forward to identifying additional partners and beginning our work with these organization.”
BBU also appointed Nikki Lang, a 14-year associate, as its first head of diversity, equity and belonging (DE&B). Lang previously served as BBU’s director of e-commerce and has served on BBU’s DE&B steering committee for the past three years. In her new role, she will focus full-time on BBU’s overall DE&B strategy, lead the development and implementation of DE&B programs, and provide support and guidance to the racial equity action council and business unit DE&B councils. Lang will also partner and collaborate with leaders across BBU to ensure that the principles of diversity, equity and belonging are embedded in all of the company’s decision-making.
Also consciously working to address diversity and inclusion issues is Harris Teeter, which will be hosting a virtual Supplier Diversity Summit early next month. The Matthews, NC-based retailer will strive to identify and increase sourcing from suppliers that are at least 51 percent owned, operated and managed by people who are: disadvantaged, disabled, LGBTQ+, military veterans, minorities and/or women and sell grocery, general merchandise and/or beauty and personal care products.
Certified minority-, LGBTQ+-, woman-, veteran- and disability-owned businesses with retail-ready products in perishables, non-perishables, non-foods, health and beauty care, and general merchandise were invited to apply. Upon receipt of all the applications, Harris Teeter will review and select the vendors they would like to meet with virtually through its ECRM Connect meeting platform. The suppliers not chosen for the event may be reviewed by the grocer again in the future.
“This summit will help further Harris Teeter’s overall Diversity, Equity and Inclusion efforts,” said Harris Teeter SVP of marketing, merchandising and operations Tammy DeBoer. “Our goal is for Harris Teeter – our people and our products – to reflect the diversity of the communities we serve. Through the identification and support of minority-owned businesses, Harris Teeter will cultivate new vendor relationships to empower diverse suppliers and enhance economic growth.”
While we are on the topic of  virtual meetings, The Giant Company (TGC) held its annual business one last month during which 12 awards were presented recognizing associates for their commitment to the company and their efforts to connect families for a better future. The 2021 awards that were given out are as follows: Store of the year (Martin’s in Keyser, WV); category of the year (the ethnic category team comprised of category manager Crickett Blauch, analyst Jessica Dorsey, admin Haley Michaels, and coordinator Jennifer Sheaffer); retail team member of the year (Nicole Garafola, Giant Direct lead at the New Hope, PA Giant); distribution center team member of the Year (Jamie Rhone, supervisor of maintenance at the company’s Carlisle perishable distribution center); support center team member of the year (Ashley Flower, manager of public relations); simplify shopping (awarded to Emily Mikus, director of loyalty, for having created or exceptionally executed a simplified shopping experience for customers); Inspiring Fresh Ideas (John MacDonald, director of marketing operations and meal solutions); Creating Healthier Communities (presented to the COVID-19 response team: Rodney Allen, district director of operations; Dan Alonso, manager of innovation; Kiara Banks, coordinator of store communications; Chris Brand, director of communications and social impact; Jason Clarke, manager of communications planning; Deb Franklin, manager of associate relations; Ron Hawes, director of store support; Mark Hornung, brand manager for Giant Direct; Greg Lux, director of quality assurance; Bill Patton, manager of development and industry; Michael Raimo, director of non-perishable field merchandising; Morgan Shreiber, director of fresh field merchandising; Chris Saboe, director of e-commerce operations; Caron Sanders, director of regional human resources; Leigh Shirley, director of pharmacy operations; and Kim Taylor, manager of marketing store operations); the Grow Through New Opportunities award (Sabita Singh, store manager at East Stroudsburg, PA Giant); Make a Difference (Mike Tirrell, specialist, field merchandising); and the Be You award (Aaysha Noor, head of diversity and inclusion for demonstrating the value of care and creating an inclusive environment where they value all voices heard and a sense of belonging for all).
The final honor bestowed at the meeting was the President’s Award, which is TGC’s highest honor presented annually and is voted upon by all of the company’s living past presidents including Rick Herring, Tom Lenkevich, Allan Noddle, Tony Schiano, Carl Schlicker and Sander van der Laan. This year it was given to Steve Harfield, district director serving South Central Pennsylvania and parts of Maryland. The prestigious award recognizes an individual who consistently delivers exceptional performance, contributes to the organization’s success in countless ways, is a role model for the company’s values, and brings the company’s purpose to life in all that they do.
“In what was an extremely challenging year, our more than 35,000 team members elevated their game when it came to customer service, innovation and connecting families in the midst of a pandemic,” said Nicholas Bertram, president, The Giant Company. “The team members recognized this year are role models for our entire organization, embracing our customer and team promises, keeping The Giant Company’s values front and center, and leading be example to live our purpose in all that they do. We are so grateful for their contributions to our company and the communities they serve and are thrilled to recognize them for their performance.”
Congratulations to all of the honorees!
 Until next month…
Karen can be contacted via email at [email protected].
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