Wal-Mart Takes Aim at Girl Scouts? - For What It's Worth - Comcast.net Finance

Who stole the cookie from the cookie jar? Try Wal-Mart Stores Inc. Apparently, the world's largest retailer is on a mission to expand its Great Value private label, which in the past has imitated brands like Kellogg's Toasted Honey Crunch cereal and "cake batter" ice cream (a big crowd pleaser at Cold Stone Creamery). And recently, it has snatched up the Girl Scouts' Thin Mints and Tagalongs cookies in one fell swoop. No, the real things will not be available at a Wal-Mart near you. Rather, Wal-Mart's private label will tout tasty imitations.

Some Girl Scout advocates are outraged. C.V. Harquail, a former "Cookie Mom" for her daughter's troop, called Wal-Mart's strategy "despicable" in her Authentic Organizations blog. After sampling the "beta" cookies at a recent BlogHer conference, Harquail revealed her true feelings about Wal-Mart:

"It's not discriminating against women, strong-arming suppliers, polluting neighborhoods or racing to the bottom of the China Price. No, this time, it's closer to home, and in my case, really close to home. This time ... [Wal-Mart] is knocking off the Girl Scouts."

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According to AdAge, the Girl Scouts of the USA were less distressed:

"Spokeswoman Michelle Tompkins said other manufacturers and marketers have probably come close to the taste or appearance of popular Girl Scout varieties in the past, though none immediately sprang to mind for her."

Now, I'll personally admit that in my grade-school years, those Grasshopper cookies that I was so very fond of had a permanent spot in my lunch box. It wasn't because they were any cheaper that the Girl Scouts' Thin Mints; it's just that they were available all year round. But I don't think much has been done to try to pull Kellogg's imitations from shelves…

Arguably, Wal-Mart's revamped Great Value private label has generated high expectations. At the start of 2009, Wal-Mart's private-label penetration was approximately 16 percent, according to Supermarket News. But Citigroup Global Markets predict that penetration could exceed 40 percent over the next three years. And will other retailers follow Wal-Mart's footsteps with their own private labels and a barrage of Thin Mint knock-offs?

Regardless, I still don't believe Girl Scout cookies -- even despite recent measures to cut back on its number of cookies per package without budging its pricing -- will be affected much by Wal-Mart's cookie nudge. I'm optimistic that even if Thin Mint imitations are available at a nearby Wal-Mart, and even though Grasshopper cookies have been stealing shelf space at numerous local grocery stores for so many years, community members won't be deterred. After all, how can they not support the cause when those cheerful Girl Scouts, once a year, come marching to their doors?

Do you think Wal-Mart should sell imitations of Girl Scout cookies? Do you think its offerings will negatively affect the Girl Scouts? Share your opinions here.

Message Edited by Renee_DeFranco on 08-05-2009 10:30 AM