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SAN RAMON, Calif. -- Offering a plentiful selection of low-carb bread and confections is among the merchandising tips traditional supermarkets can learn from the fast-growing Castus Low-Carb Superstore chain, based here.
Castus differentiates itself by carrying a large assortment of key categories that are typically off limits to low-carb dieters. Bread is certainly at the top of the list, but confections are a close second.
"Candy is something that low-carb consumers really miss," noted Jason Thrasher, owner of one of Castus' newest franchised stores, located in Rocklin, Calif., a Sacramento suburb.
Each of Castus' 50-odd stores, all but three of which are franchised, stocks dozens of low-carb confections that are bound to please low-carb dieters and diabetics alike. At Thrasher's unit, both sides of a 30-foot gondola are devoted to low-carb confections from brands like Atkins, Judy's, Asher's and Pure Delite. More than 100 stockkeeping units are offered.
Along with carrying an abundance of bread and candy, Castus differentiates itself in the market other ways. Among its strategies:
One-stop shopping;
Product sampling;
Customer service.
ONE-STOP SHOPPING
Low-carb dieters are certainly choosy shoppers, but that doesn't mean they have countless hours to spend visiting multiple retail outlets. Just like mainstream shoppers, they're...