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Hands Across the Water as Stores Share Brands

Written by RetailWire Staff

Different strokes or shared tastes? Possibly with transatlantic supermarkets using their buying power to source the same products, made with the same formulation, no difference at all. As more supermarkets have established relationships with partners on either side of the Atlantic, shoppers have been able to share one another's favorites.

Latest to land in the U.K. is Hershey's, now to be found in both Asda (allegedly sourcing from Walmart) and Sainsbury's who are dealing with a new European subsidiary established specifically to share the love. Various Reese's products have apparently been in Morrisons and other stores for some time.

Just-food reports Asda's research "has uncovered a real sense that people want to be able to buy this well known American brand in the U.K. and we expect a positive response."

Hot on the heels of both kisses and bars (some of which have been re-formulated for "shoppers not used to the distinctive taste of original Hershey's"), The Grocer adds, "Asda's drive to bring U.S. products to U.K. shelves continued ... with the roll-out of RC Cola." Future additions being considered include peanut butter and Twinkies.

Going the other way, Tesco is sending popular British lines to Fresh and Easy in the U.S. Our "Beanz Meanz Heinz" catchphrase has been translated (or transported) along with such delights as Marmite and Birds Custard to name but a few. Even "English" tea has made its way across the pond. A spokesman emphasized to RetailWire that the store is not specifically targeting ex-pats but is gratified to know that local residents appreciate the opportunity to access products they purchase when visiting Britain.

Other familiar brands available in the U.S. or U.K., having originated in the other? Pringles and Kettle Chips (who now share an owner), Haagen Dazs and Ben & Jerry's. Americans may have heard tales of English chocolate company Cadbury's (which also owns Green & Black, high quality organic chocolates) being taken over by Kraft. Some of their products sold in the U.K. are heading for Walmart.

While barely scraping the surface, I think we all get the picture. Mergers and acquisitions by manufacturers are being matched by sourcing further along the supply chain.

It's possible this is just another example of trade barriers coming down or perhaps it's an indication of broader tastes that encompass both imported delicacies as well as local produce. An American due to move to England soon recently told me she had been advised to bring some of her favorite foods. Shocked, I asked for particulars. Macaroni and cheese, she replied to my extreme dismay. Not a product I would ever consider buying but, needless to say, we do have it. Transatlantic tastes have been merging for quite a while.

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