IRI Acquires FreshLook Marketing Group

Information Resources, a provider of innovative solutions and services for consumer, retail and over-the-counter healthcare companies, announced  the purchase of FreshLook Marketing Group, a leading supplier of market research information and consulting services to the fresh/random weight (fresh food) industry.

“Our food manufacturer and retailer clients are eager for a total store perspective; fresh/random weight products are an important component of many retailers’ footprint and profitability,” says Andrew Appel, president and chief executive officer, IRI. “The FreshLook acquisition enables IRI to further improve its market leadership in providing the total view of the store which manufacturers and retailers want, integrate the two sets of information more efficiently and provide shopper marketing, analytics and consulting services that impact the whole store.”

Fresh/random weight products account for approximately 20% of all outlet sales, according to FreshLook Marketing Group. They play an increasingly important role in establishing the retailer’s image and competitive positioning among manufacturers. FreshLook Marketing Group provides scanner-based sales, actual retail price and distribution information on these products through its Sales Tracking Service. FreshLook Marketing Group’s reports are based on all-store census data from supermarkets across the United States.

“We are eager to expand our long-term relationship with IRI, enabling us to drive substantially more value for our clients in the fresh categories,” says Mark Degner, president and chief executive officer of FreshLook Marketing Group. “In addition to offering manufacturers and retailers an integrated view of the store, we look forward to expanding our engagement with current FreshLook Marketing clients by offering IRI solutions and services.” Prior to forming FreshLook Marketing Group in 2000, Degner was an executive at IRI.

Employees of FreshLook Marketing Group will join IRI, and all assets will transfer to ensure continuity and integrity of client relationships.

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