The use of loss leaders in marketing campaigns can benefit both retailers and producers. Below-cost price offers are typically used at the introduction of new products in order to encourage consumers to try something for the first time. Whether it is a new vegetable or cheese, a different breakfast cereal or an improved type of soap powder, it is in the interest of farmers and manufacturers to build consumer awareness and market share quickly. In the long run, if consumers like the new product, prices will rise and both producers and retailers will profit from it, so it is quite reasonable that producers are asked to share in the costs of launching it at a discount.