Large food and beverage companies are seeing established brands sales decline as newer organic and health conscious brands increase market share. The 25 largest food company sales declined to 45.1% of food industry sales of $418 billion in 2014, declining by 4.3% since 2009. Smaller brands increased share from 32.1% to 35.3%. The more health conscious brands have seen tremendous growth, Granola bar company KindLLC increased share from 0.5% share of the snack bar market to about 6% in 2015, according to Bernstein Research. Chobani Inc. reached $1 billion in sales in 5 years. Kroger and other big supermarket chains are responding to consumer demand for buying local, buying from boutique producers, and buying from health conscious producers, by supporting these brands with marketing strategy, flavor selection, package size, and other ways, so that Kroger can carry their products on its shelves. FlapJacked pancake mix from a small Colorado company was introduced at Kroger's King Soopers chain in that state, and then taken to 500 Kroger stores in the U.S. For chains such as Kroger and Winn-Dixie in the southern U.S., it is critical to stay ahead of changing consumer preferences, especially now that eating right and eating healthy, and looking for alternatives, is changing the marketplace. ...