We Bring You Expert Insights and Industry Data, Monthly.

Click Here For Current Issue!


Especially with peak selling seasons upon us, stand-alone units can reduce out-of-stocks and build brand awareness.


Frozen and refrigerated food departments have limited space, not only producing out-of-stocks but leaving up-and-coming brands out in the cold. This is especially true in peak selling seasons. Resets can be rare and store remodels even rarer, but some retailers and manufacturers have found success with a tried-and-true stand-by: free-standing display units. Here are four points to consider: 

1. Building Brand Awareness

Whether used for primary or secondary placement, merchandising new products in a free-standing, branded cooler can help retailers and brands establish or expand their customer bases. They can also demonstrate whether a new item deserves space in the regular lineup, while building trial and brand recognition.

2. Adding Flexibility  

Existing brands can get extra facings in these units during peak periods, such as ice cream in summer and bread/dough in holiday seasons. This can help increase sales and decrease out-of-stocks. Leasing equipment for short periods lets brands scale and test new offerings.

3. Expanding Opportunities  

Secondary displays can allow cross-merchandising, such as milk in the cereal aisle, eggs in the baking aisle and creamers with coffee. This boosts impulse sales. 

4. Budgeting Options  

Emerging food and beverage brands often have low promotion budgets, but may find free-standing cases both efficient and effective for brand building, with less investment than alternatives. 


Erin Ryan is sales solution manager at Lowe Rental Inc.

She can be reached at erin.ryan@lowerental.com

FR Buyer

FR Buyer

Industry news straight from the Frozen & Refrigerated Buyer publication.

Leave a Reply

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Got News?

Let us know!

Email Warren at


On Key

Related Posts


John Tippmann, III, replacing him as exec vp Steve Tippmann, exec vp at / Interstate Warehousing, Fort Wayne, Ind., is retiring from the refrigerated warehousing

Aldi leads in foot traffic gains

That’s according to Placer.ai, the Los Altos, Calif.-based software company. For the fourth quarter of 2022 vs. the same year-ago period, Aldi’s foot traffic was



contact us

Or reach us directly:

Paul Chapa, Co-Founder & Managing Partner
913-481-5060 or paul@frbuyer.com

Warren Thayer, Co-Founder & Managing Partner
603-252-0507 or warren@frbuyer.com