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 produce. We were honoured to be asked to help launch Eat Smart® Veggie products within this category. The goal was to interrupt and break the ‘auto-pilot’ mode of our shopper, engage their senses through sampling and grab their attention with cart graphics before they made their way to our section.