• Brandweek , Tuesday, July 1, 2008 10:45 AM

Dannon created a shelf-obsession team consisting of five members with market research and sales backgrounds last September whose mission is to increase shelf space and visibility for yogurt. Senior marketing executive Laura Santella-Saccone leads the effort.

Dairy today occupies about 3% of total grocery store space, but comprises 9% of sales. "We want to close that gap," says Dannon's Michael Neuwirth, who points out that dry grocery takes up 43% of space but comprises only 30% of sales. The Dannon team brings marketing and research support, as well as design and merchandise concepts, to retailers.

Cub Foods, for one, has responded to the concept, expanding yogurt sections by four feet, according to Progressive Grocer. The sections are now organized by function -- digestive health, immunity, weight management -- rather than by brand, using different colors to differentiate products. Signage provides education about yogurt.

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