Little Brownie Bakers Respond to Wall Street Journal Article

Jan 31, 2011 Posted in Newsroom, Press Releases

Little Brownie Bakers is pleased to provide the following facts to clarify and, in some cases, correct information that recently appeared in a Wall Street Journal article, January 27th, regarding the Super Six pilot program.

Summary: Of 112 Girl Scout councils in the country, 12 Little Brownie councils have chosen to participate in a pilot program that focuses on the six top-selling cookie varieties. These councils are seeking new ways to drive efficiencies, ease and simplicity for everyone involved in the Cookie Program. The pilot project will be evaluated at the end of Cookie Season to see whether a more streamlined product line achieves these objectives. No decision has been made in any council, or by Little Brownie Bakers, regarding which cookie varieties will be offered in the future.

Which councils are participating?

  • Girl Scouts of ARIZONA CACTUS-PINES Council
  • Girl Scouts of CALIFORNIA’S CENTRAL COAST Council
  • Girl Scouts of CHESAPEAKE BAY Council
  • Girl Scouts of EASTERN OKLAHOMA Council
  • Girl Scouts of GREATER ATLANTA Council
  • Girl Scouts of GREATER NEW YORK Council
  • Girl Scouts of HISTORIC GEORGIA Council
  • Girl Scouts of SUFFOLK COUNTY Council
  • Girl Scouts of NASSAU COUNTY Council
  • Girl Scouts of SAHUARO Council
  • Girl Scouts of WESTERN OHIO Council
  • Girl Scouts of WESTERN OKLAHOMA Council

Are councils “dumping” cookies that are “duds”?
The top sellers were selected for the Super Six cookie lineup. However, some varieties that are not in the Super Six program have been quite popular with customers and may return in the future. Just as the Hollywood studios put classic movies in the “vault” and release them every few years, so does the cookie baker re-release favorite cookie varieties to the public periodically.

How did you decide which cookies to include in Super Six?
Research from Little Brownie Bakers shows that the six cookie varieties(Thin Mints, Samoas®, Tagalongs®, Trefoils®, Do-Si-Dos® and Lemon Chalet Cremes™) appeal to the vast majority of customers (more than 80 percent). Each additional cookie variety is intended to reach new customers who would not otherwise make a purchase. However, research shows that nearly all customers find something to love in the top six varieties. Varieties beyond these six provide only a minimal lift in the total sale and may be creating a disproportionate amount of effort. This pilot is intended to test that premise.

Is the Super Six program primarily a response to the weakened economy?
No. The driving force for the Super Six pilot program is to test whether a streamlined cookie lineup will result in greater efficiencies for everyone involved in the Cookie Program.

Will cookie packages still contain the same number of cookies?
Yes. Cookie packages in all Little Brownie councils will contain exactly the same count and weight as last year.

What if my council is NOT in the pilot program?
Little Brownie councils who are not participating in the Super Six pilot program will continue to offer all eight varieties of cookies: Thank U Berry Munch, Dulce de Leche, and Thin Mints, Samoas®, Tagalongs®, Do-si-dos®, Trefoils, Lemon Chalet Cremes™

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