Ace Hardware Heats Up BBQ With New Private Label Sauces, Rubs
Ace Hardware, which has long been known for its broad assortment of barbecue grills and accessories, is now expanding its assortment with the launch of its proprietary Loud Mouth Barbecue line. The lineup of barbecue sauces and seasonings were developed by the retailer exclusively for Ace retailers and takes its private label product development efforts in a new direction.
“As we proudly launch Loud Mouth Barbeque, we're not just introducing a new product – we're igniting a flavor revolution in the world of BBQ,” said Brian Wiborg, senior vice president of Merchandising for Ace Hardware. “We aim to be the BBQ destination in all the neighborhoods we serve, and our decision to develop Loud Mouth Barbeque was reinforced by the desire for bold, high-quality BBQ products at an affordable price point.
The new assortment includes:
BBQ Sauces:
- Boom Shaka-Laka – Apple Habanero BBQ Sauce, 19.4 oz
- Kaa-Blamo! – Hot n’ Spicy BBQ Sauce, 19.4 oz
Seasonings:
- That’s Poppin’ – Savory Blend Rub, 5 oz
- Mmmm Baby! – All Purpose Rub, 7.5 oz
- Whoa There! – Smokey Sweet Rub, 6.2 oz
- Uhh-Huh! – Hot n’ Sweet Rub, 6.3 oz
- Zowie! – Hot n’ Spicy Rub, 6.3 oz
The barbecue sauces are priced at $8.99 for a 19.4-oz bottle, and the rubs are $6.99 per container, which vary in size by flavor.
To gain greater insight into the development of the Loud Mouth assortment, Store Brands spoke with Melanie Hill, director of Advanced Concepts and Retail Innovation at Ace Hardware. She provided a look at the product development process and how the line gives Ace another opportunity to set itself apart from the competition.
"We could have gone with a vendor partner, but we really wanted to offer something that our retail owners know is 100% theirs. And knowing what we know about the barbecue consumer we felt that we had the right to win and own something in this space."
— Melanie Hill, Ace Hardware
STORE BRANDS: With the Loud Mouth line of sauces and rubs, what were some of the motivating factors behind its development?
MELANIE HILL: The job of my team at Ace is to think about ways we can amplify the Ace brand to build demand and loyalty among consumers. That can be everything from new products such as (Loud Mouth), to services and digital experiences. Knowing Ace is a destination for barbecue, we carry a lot of the top brands but we knew (our assortment) was ripe for something new and something fun. My past is in barbecue, so I know it's an area where consumers are looking to try something new. Additionally, we are always looking for new ways in which Ace can create differentiated and exclusive products, whether that is with our vendor partners or through our private label.
STORE BRANDS: How long was the product development process?
HILL: It took about a year. This was a collaborative effort with groups around the corporate organization, not just the innovation group. Legal helped us with trademarking, our IP and creative teams worked to create the brand, and our marketing team has put together a really awesome launch plan. We took great care to make sure that we included consumer insights by doing taste tests and shop-alongs with customers. We partnered with Old World Spice as our vendor that created the product line. They worked with us to make sure the flavor profiles and the formulations would be products everyone would enjoy.
STORE BRANDS: Why the name Loud Mouth?
HILL: We wanted a brand that expressed this idea that barbecue is fun and were joking and said we have to get loud. So we wanted to tap into the insight that good food does make you want to get loud, and we wanted the brand to have a little bit of attitude and a little bit of fun and excitement. That's what barbecue is all about. You're grilling for family and friends, you're outdoors having a great time.
STORE BRANDS: Why did Ace decide to go the private label route versus choosing an already established national brand?
HILL: We wanted to own the brand, differentiate from other retailers and wanted to offer something exclusive. We could have gone with a vendor partner, but we really wanted to offer something that our retail owners know is 100% theirs. And knowing what we know about the barbecue consumer we felt that we had the right to win and own something in this space. That’s why we wanted to create something that was truly Ace’s.
STORE BRANDS: Will products in the Loud Mouth line be available all year or just in months when more people are outside grilling?
HILL: The products will be carried in our warehouse so our retailers can select what they need as they need it. Early reception has been really good in terms of retailers pulling it.
STORE BRANDS: How is Loud Mouth being presented to shoppers in stores?
HILL: Our marketing team has developed a very robust plan that helps our retailers engage with the product while also giving the line a strong position on shelf. We have created eye-catching point of sale signage that allows consumers to see and experience something new and see what’s different about Loud Mouth. We’re also doing email marketing, social media, digital marketing and direct-mail pieces to our customers. We will also be demonstrating and grilling with the products as part of Ace’s 100th anniversary block party celebration.
STORE BRANDS: Does the development of Loud Mouth potentially open the door to creating additional consumable products?
HILL: Right now we're focused on launching the line, but we definitely would be open to exploring either line extensions or additional SKUs in the future. But, currently, we're really excited about this launch.
