Hershey Candy Experience and Winn-Dixie


Winn-Dixie is partnering with the Hershey Co. to outfit stores with a “Candy Experience” section: a new concept that has replaced the traditional candy aisle in a Winn-Dixie in Baton Rouge, La.

Tests show that the new candy section, best described as a “store within a store,” can lift confection category sales for retailers by strong double digits. The candy experience sits at the front of the store, a dramatically different location from an aisle where consumers must hunt around for the candy shelves.

The candy section at Winn-Dixie’s Baton Rouge store is now a circular set of bold displays located in the highly trafficked front of the store next to customer service and the checkout lanes.

Hershey took a full category approach in designing the section, which displays America’s most well-known confections, including competitors’ top brands. Shoppers will be enticed to shop by displays with Reese’s Peanut Butter Cups and Hershey’s Kisses toppers, graphics of unwrapped candy, bright colors and convenient organization by usage (candy dish, premium, movie/snack, grab/go, etc.).

Winn-Dixie’s Baton Rouge store has committed to using Hershey’s new candy section design for one year. Throughout the year, Hershey will invest in in-store shopper research as well as category merchandising plans.




Partnership Opportunity:
Hershey Candy Experience /Beverages
The Hershey Company
Winn-Dixie /CPG
November 2014
Promotional Elements:
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Companies Involved
The Hershey Company

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