Watch: Alex Marx of KeHe Talks Innovation, Promotion and Planning

With Covid-19 putting a pause on typical marketing plays, such as promotions, as well as new product launches, many food and beverage brands have struggled with how to push forward in retail. Even as some normalcy begins to emerge, the question remains: what will the new retail world look like and how can brands navigate it?

In this video, NOSH editor Carol Ortenberg spoke with Alex Marx, director of category management for KeHe, about how he has seen the industry shift and how innovation has a key role to play in helping the market to recover from disruption. Although some retailers have delayed category reviews, Marx encouraged brands not to become complacent with their innovation pipelines, noting that retailers are still looking to fill voids on shelf with new products and that he expects pent up demand for new products in the fall.

Marx also shared KeHe’s own plans to move forward with a virtual trade show. Despite the changing climate, he added, many of the conversations he’s having remain familiar.

“We’re still talking about promotions, we’re still talking about innovation. We’re still talking about supply chain issues and fill rates,” Marx said. “It’s just that those conversations are done virtually.”