There has been a major shift in consumer attitudes and behaviours within Grocery. More and more consumers are choosing clean and fresh options and avoiding highly processed, preservative laden brands. This is reflected in the increased interest and traffic for brands occupying the perimeter of the grocery store, especially in fresh. We were honoured to be asked to help launch Eat Smart Veggie products within this burgeoning category. The goal was to interrupt and break the ‘auto-pilot’ mode they are in when they shop the fresh category. Sampling to entice the senses, cart graphics to get their attention before they hit our section and shelf wobblers to identify the product on shelf.