Baking & Snack - May 2008 - 33

34
Lance," Mr. Phillips said. For the
past eight years, he managed marketing for branded products and
just accepted a newly created position as vice-president of marketing
for Lance's newly repositioned Private Brands division. In assembling
his support team and carrying out

the 1Lance plan, he has been able to
take advantage of a wealth of crossfunctional expertise. "For example,
Ron Pepperdine, the director of QA
at Burlington, IA, recently transferred to Lance headquarters and
will become a tremendous resource
in Charlotte, helping to cross-pol-

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BAKING & SNACK / May 2008

linate the previously branded-only
R&D group," Mr. Phillips said.
The Private Brands division has
always had quality R&D resources,
including product development, according to Mr. Phillips, "but had not
done sensory and consumer testing,"
he added. "These new capabilities
have helped give us credibility with
retailers. Such testing within the private label industry is not the norm.
Retailers typically conduct their own
internal benchmarking but don't
normally use outside consumer tests
to evaluate products, so our test data
really helps build credibility.
"Many retailers are waking up
to the fact that their private label
brands can be viewed by consumers as equal to or even better than
the national brands," Mr. Phillips
continued. "They are staffing their
private label departments with experienced marketing personnel with
CPG backgrounds. So we need to
match that level of expertise on our
Private Brands team."
Lance private label benefits from
1Lance and its innovation program
by "bringing more people into the
room," as Mr. Phillips explained.
"We can are able to take 'best practices' from both sides of the company, branded and private label, and
develop more high-quality products
more quickly."
The recent acquisition of Brent &
Sam's is a perfect example, he said.
"This company developed a unique
premium platform for private label
cookies, which had not been done in
the industry. It helped elevate the quality perception of private label brands in
the minds of consumers and retailers.
This type of platform is exactly where
we want to position the Lance Private
Brands portfolio going forward."
REFINING R&D. "R&D is not a silo
but a collaboration with QC, marketing and operations," Mr. Brooks
said. "We work together."
The mission of R&D at Lance is
to develop new products, and com-
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