Dollar General Falls for Exclusives

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Dollar General is stocking exclusive SKUs from multiple manufacturers this fall. 

The dollar store chain shined a spotlight on new and exclusive products from SC Johnson's Glade, GSK's ChapStick and PepsiCo/Frito-Lay's Cheetos in an Oct. 1 "DG Story" blog post. The exclusive SKUs are:

  • Glade Wax Melts in "Apple Cinnamon," "Cashmere Woods" and "Vanilla Passion Fruit" scents, 
  • ChapStick lip balms in "Pineapple Coconut" and three "Ice Cream" flavors, and
  • Cheetos "Salsa con Queso Crunchy" puffs, which the brand boasts are made with real cheese and have zesty hints of tomatoes, lime and pepper.

The Glade cubes of scented wax, as well as other items from the brand, enjoy secondary merchandising space at Dollar General via account-specific shelf trays positioned on endcaps. Meanwhile, merchandising strips from ChapStick serve to highlight the exclusive lip balms.

Path to Purchase Institute editors did not spot Cheetos Salsa con Queso Crunchy puffs in multiple store visits. However, Cheetos SKUs do command attention at the dollar store chain via an endcap outfitted with Halloween-themed signage. Employing a "crunch into thrilling flavor with Cheetos" message, the endcap merchandises Fritos mild cheddar dipping sauces and a variety of Cheetos puffs, and communicates a "2 for $5" deal on any two Cheetos 7-8.5-ounce bags from Sept. 20 through Oct. 30. 

Dollar General regularly partners with manufacturers on exclusive items, most recently stocking orange vanilla cream chocolates from Mars Inc.’s M&M’s and white Reese’s stuffed with pieces from Hershey Co.

For more images of account-specific displays and other activity at Dollar General, visit