C&C Management June 17 by Cash & Carry Management

SPOTLIGHT: PETER YOUINGS OF YOUINGS WHOLESALE

THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS

Exclusive!

Spanish specialist has ambitious plans

Steve Fox: how Booker is helping retailers become ‘fit for purpose’

Smokers’ habits evolve as the tobacco market enters a new era

JUNE 2017

FRESH NEW LOOK

Same Healthy Hydration

Brand NEW Label Design Still & Sparking Spring Water

T: 01547 530220 W: www.radnorhills.co.uk /radnorhills

@radnorhills

radnor_hills

Radnor Hills Mineral Water Company Limited Heartsease, Knighton, Powys, LD7 1LU

Contents

June 2017

This month don’t miss... 06 6

Landmark wants to be ‘stronger and better rather than just bigger’.

Musgrave is spending 3.5 million euros to upgrade two of its sites.

Mevalco has set a target to triple its £2 million business by 2019.

ESSENTIALS 05 06 34

Editor’s Comment Industry News Products & Promotions

FEATURES 12

SWA Conference The Scottish Wholesale Association and its members address changes and challenges in the marketplace.

Spotlight featuring Peter Youings, managing director of Sugro member Youings Wholesale.

Supplier Strategy Carlsberg UK expects more of its business to go through C&C/wholesale now that the Alcohol Wholesaler Registration Scheme is in place.

Behind the Scenes

Peter Youings talks about travelling, driving his Triumph Stag and the importance of family – in his business and at home.

Mevalco’s founder David Menendez discusses the company’s ethos and expansion plans.

Product of the month

CATEGORY INSIGHT 20

Tobacco, Accessories & Vaping Smokers’ preferences are shifting.

Food & Drinks On The Go Trends towards health and wellness and snacking throughout the day are driving NPD in the on-the-go market.

Kevin Ward of Carlsberg urges wholesalers to stay on-trend.

CCEP launches three sparkling variants in its smartwater range.

www.cashandcarrymanagement.co.uk

June 2017

[ EDITOR’S COMMENT ]

Performing a public service ack in the days when a cash & carry was just that – no question of deliveries then! – the rules governing membership made it difficult for non-trade customers to slip through the net. Nurdin & Peacock was one of the strictest operators when it came to applications. I can still recall its mantra: ‘Only bona fide businesses can shop with us’. If, for one reason or another, the odd infiltrator was seen walking the aisles of one of the branches, there would be hell to pay. N&P, and no doubt many other reputable cash & carry operators, took every precaution to ensure that no customers of their customers could gain entry. There is no question that today operators still have firm rules about who can and who cannot shop with them. For example, Booker asks that potential patrons go online, register their business details, receive a customer number and supply two proofs of identity, such as a VAT receipt and bank statement. Bestway, too, has a stringent policy, with applicants required to visit their local cash & carry, with identity such as a driving licence, plus a VAT receipt. In both instances, the whole process of joining can be completed in minutes. There are, of course, some companies where the dividing line between trade and ‘other’ is less clear cut –

SPOTLIGHT: PETER YOUINGS OF YOUINGS WHOLESALE

Exclusive!

notably Costco, which has two forms of membership, and ethnic foods specialist Wing Yip, where Chinese restaurateurs, for instance, can rub shoulders with members of the public who are partial to chicken chow mein at home. Now, one operator has come clean that it is prepared to serve members of the public when, until now, it has only sold to business customers. JJ Food Service has set aside an area at its Enfield, north London, headquarters where consumers can buy a range of food. Notices to this effect are being erected not just around the depot, but also well outside the building so that passing motorists might be enticed to stop and take a look. If all goes well, the scheme will be extended to some or all of JJ’s other 10 branches. The question has to be asked: Why would consumers go out of their way to buy a limited range of food just to save, possibly, a few pounds? Firstly, they would have to pay for petrol to get there and then visit the likes of Tesco or Sainsbury to complete their weekly shop. Still, it’s a brave move by JJ. It could either go totally pear-shaped (sorry) or be a catalyst for other cash & carry/ wholesalers to rethink their customer policy.

Mervyn Gilbert News Editor

NEVER MISS AN ISSUE... Cash & Carry Management is free to cash & carry and delivered wholesale directors, buyers and managers. The magazine is available to other subscribers for just £58 a year or £6 per copy. Overseas yearly subscriptions are priced at £85. Back issues dating back to 2011 are available online. Email mail.winlove@btconnect.com or call (01342) 712100 for more information.

Address Winlove Publications Ltd PO Box 366 East Grinstead RH19 4ZE Tel (01342) 712100 Email mail.winlove@btconnect.com Publisher Winlove Publications Ltd EDITORIAL Managing Editor Kirsti Sharratt News Editor Mervyn Gilbert Features Editor Siobhan Kielty ADVERTISING AND MARKETING Publishing Director Martin Lovell Media Sales Manager Clare Phillips 4,572 July 2015 – June 2016 Audit Bureau of Circulations Printed by Bishops Printers ISSN 1352-254X All media rates, feature lists and deadlines can be accessed online by visiting: cashandcarrymanagement.co.uk

THREE WAYS TO GET INVOLVED THIS MONTH 1. ONLINE Catch up on all the latest news via our relaunched website, plus take advantage of our Promo Checker service, exclusively for suppliers, and our online magazine edition. cashandcarrymanagement.co.uk

2. LINKEDIN Join our official page for latest events, announcements and forum discussions.

3. TWITTER Follow us to receive breaking news, plus live updates from industry conferences. @CandCManagement

www.cashandcarrymanagement.co.uk

June 2017

[ INDUSTRY NEWS ]

Charitable display

Wholesale to reach £31.3 billion Latest figures from the Institute of Grocery Distribution suggest that the wholesale sector of the food trade will be valued at £31.3 billion in 2021 compared with nearly £30 billion last year. A spokesperson for the organisation said: “This represents compound annual growth of 0.9%. This forecast

projects growth of 2.5% for delivered foodservice, 0.5% for delivered grocery and 0.1% for retail-led cash & carry.” Th IGD has also forecast that the retail convenience trade will increase in value from £40 billon to £47.1 billion by 2022. The supermarket channel

is set to grow by nearly 6% to just over £91 billion while the fastest growth will be in the discount sector – up from £20.1 billion to £30.1 billion (nearly 50%). IGD chief executive Joanne Denney-Finch talks about “a revolution under way in food and grocery”. a IGD (01923) 857141

P&H MD Martyn Ward with one of the appeals.

Palmer & Harvey is partnering with UK charity Missing People by displaying appeals for missing children and adults on the sides of its vans. It is part of an initiative, ‘Delivering Hope’, to raise the profile of missing people across the country. One of the first appeals, on vehicles at P&H’s Coventry depot delivering to shops in the Midlands and Northampton area, is for Endri Istrefi, 17, who was last seen in Northampton in March. The delivered wholesaler initially approached Missing People asking how space on its vehicles could be used for a social purpose. Last year, 240,000 people were reported missing in the UK. a Palmer & Harvey (01273) 222100

Wilson role Booker Group chief executive Charles Wilson has been appointed vice president of GroceryAid, a charity he described as “very dear to my heart”. The organisation’s new president is Andy Higginson, chairman of Wm Morrison Supermarkets. a GroceryAid (01252) 875925 06

June 2017

Fairway has more swing Members of Fairway Foodservice increased their collective turnover last year from £626 million to £650.5 million. The Huddersfield-based group comprises 19 independent wholesalers from across the UK, Ireland and Spain. The latest recruits are A to Z Catering, of north London, with a turnover of over £27 million, and Yorkbased Miller Foodservice, with annual sales of around £9 million.

Chief executive Chris Binge (left) said: “We have experienced growth on the collective turnover for several years, and there are no signs that trend will reverse. “It has been a particularly challenging 12 months for our members, notably with driver recruitment and implementing in-house driver training schemes, as well as diesel fuel cost increases and food commodity price rises. “However,” Binge added, “it is testament to our

members’ dedication and expertise in the foodservice industry that it has not slowed overall growth.” In a separate development, the group has added eight products to its ownbrand meats range – 3.5kg joints of gammon, Wiltshire ham and honey roast ham, and five 500g sliced cooked meats (gammon, Wiltshire ham, beef topside, pastrami and chicken roll). a Fairway Foodservice (01422) 319100

New dynasty unveiled in Dallas Landmark Wholesale’s new managing director John Mills (pictured) was in bullish mood when he addressed delegates at the group’s annual conference in Dallas. He told them: “My aim is that we will be renowned in the industry for our openness and integrity, the excellent service we provide, the competitiveness of our offer and how easily and effectively we work with members and suppliers. “While there are many challenges facing the sector, I believe that by working

www.cashandcarrymanagement.co.uk

creatively, efficiently and collaboratively we will navigate our way, calmly and steadily, through the choppy waters around us.”

He said that Landmark has 39 members with turnover of £3 billion, “but with a clear strategy and clear objectives, we will aim to be stronger and better rather than just bigger.” During the conference, delegates also heard from Dave Scalera, senior vice president of foodservice and distributor sales, Frito-Lay North America; Jill Livesey, MD of him! Research & Consulting; and James Bielby, FWD chief executive. a Landmark Wholesale (01908) 255300

[ INDUSTRY NEWS ]

Public welcome at JJ depot Executives JJ Food Service’s Enfield branch is now open to the public as well as to caterers. The development follows a £40,000 investment in a ‘promotions canopy’ to highlight deals relevant to consumers. The company’s general manager Terry Larkin said: “We’ve noticed a growing number of members of the public shopping with us because our prices compare favourably with those at supermarkets. “We’ve responded by making our best promotions more visible to customers visiting the branch.” The 18-metre long glass canopy is outside the depot’s meat and poultry counter (also open to the public). It will highlight regular weekly promotions, which also appear on giant billboards outside the depot to increase visibility to passing traffic.

leave P&H

“With food prices on the up, consumers are looking for better deals,” said Larkin. “We can offer great savings on key household items, like fresh fruit and vegetables, cleaning products, toilet rolls and soft drinks. “There is no membership fee. We are open seven days a week and shoppers can order online for same-day collection or visit our customer counter.” Products on offer in the first week included: fresh

watermelons, £9.89 for four; Danone Hayat mineral water, 99p for 12 x 500ml; vine tomatoes, class 1, £2.89 for 5kg; Sprite and Coca-Cola, £5.99 for 24 x 330ml; and Domestos Original bleach, £3.99 for five litres. Larkin said the company would evaluate the public’s response at the Enfield site before deciding whether to extend the scheme to its 10 other branches. a JJ Food Service (0843) 309 0991

Collaboration is rewarded Wrigley was named supplier of the year at Sugro UK’s annual awards event, held at Gleneagles, Perthshire, last month. The supplier’s impulse account manager, Ben Jilbert, who accepted the award, referred to the company’s “strong 18 months of head office collaboration and member engagement”. He added: “At the beginning of 2016 we refocused our impulse business to work more closely with Sugro UK after consecutive years of double-digit decline. “Initially, we conducted meetings with the management team to identify new opportunities and ideas collaboratively. We then used

Wrigley’s Ben Jilbert with the top supplier award.

category insight to establish a competitive plan and built this into the group’s existing activity and promotional schedule.

“Once this was in place, the key to our success has been working directly with, and supporting, members at local level.” Referring to the Wrigley presentation, group managing director Philip Jenkins told Cash & Carry Management: “We’ve been thrilled with the united approach from Wrigley this year. The team has really reached out to our members to listen to their needs and issues, and the results have been fantastic.” Mondelez took the Sugro UK retail club supplier of the year award, and the product of the year winner was Swizzels Squashies. a Sugro UK (01270) 628728

Palmer & Harvey’s executive deputy chairman Chris Etherington (pictured) is one of several senior executives who are believed to have left the delivered wholesaler. Another is finance director Jon Moxon. There are also whispers that Sainsbury has made a takeover bid for the Hovebased business. The company declined to make any comment on the personnel or corporate rumours. These developments follow the appointment last year of ex-Tesco executive Tony Reed as P&H chief executive, replacing Etherington in that position. At the same time, Etherington stepped down from his role as chairman to become deputy chairman, with Richard Grainger becoming non-executive chairman. P&H, the leading UK delivered wholesaler, with annual sales of £4.5 billion, has come under close scrutiny in recent months after securing a refinancing deal. There has also been speculation regarding its ties with tobacco suppliers Imperial and JTI. Two months ago (Cash & Carry Management: April) it was announced that The BuyCo joint venture between P&H and Costcutter has been discontinued. More positively, P&H has extended by three years its 23-year distribution link with Tesco. a Palmer & Harvey (01273) 222100

www.cashandcarrymanagement.co.uk

June 2017

Brakes roadshow

Brakes Group launched its autumn/winter collection at a three-day event held at its central London offices. The ‘roadshow’ was attended by customers representing such sectors as healthcare, education, pubs, hotels and restaurants. Themed zones focused on care homes, hospitals, coffee shops, street food and Christmas. Visitors were able to try a wide selection of new products, including cakes and pastries, ‘healthier’ snacks, pizzas, charcuterie, ‘free from’ products and tableware. Brakes’ own development

chefs demonstrated how customers could get the most out of the new items while category and sector specialists were on hand to share incremental sales ideas and insight into current flavour and menu trends. Of particular interest were recipe ideas created by Brakes for various sectors, such as meals for elderly people with dementia. The event was the first of a number to be held this year, focusing on different meal occasions, flavours and foodservice trends. a Brakes Group (01233) 206000

Drinks promotion Landmark Wholesale has completed a three-week ‘All You Need’ summer drinks promotion. Retailers were able to save on the 12 best-selling summer drinks, including Ribena, Volvic, Monster, Pepsi Max, Carling, Corona and Strongbow. In addition to the deals, those buying one case of each brand could save a further £32. “We are always looking for ways to support retailers with promotions based around key seasonal activity,” commented group marketing

controller Philip Marx. a Landmark Wholesale (01908) 255300

Peter Blakemore (fourth left) and wife Ita McAuley with previous winners of the Spar International award.

Spar honours Peter Blakemore Peter Blakemore, managing director of AF Blakemore & Son, was presented with Spar International’s highest honour, the Adriaan van Well Medal, for his outstanding contribution to the global organisation. He received the award at the group’s 62nd annual congress, held last month in Gran Canaria. Blakemore joined the family business in 1965 (it was founded in 1917 as a small grocery store in Wolverhampton) and he became the third generation to lead the company, which claims to be the 39th largest privately-owned business in the UK. Its nine trading divisions

include retail (more than 300 stores), C&C/wholesale (14 cash & carries and six distribution centres), foodservice, logistics and shopfitting. The total staff number well over 8,000. Blakemore served as a director of Spar UK for more than 40 years, with 20 years as chairman. He has also been a member of the Spar International board for 12 years. He now steps down from the international board, his place being taken by Dominic Hall, deputy MD of Spar UK wholesaler James Hall & Co, and chairman of the Spar national guild. a AF Blakemore & Son (01902) 366066

Retail support Landmark Wholesale has launched the Lifestyle Learning Academy, providing shopkeepers with ‘essential retail support to drive up sales and better serve the needs of customers’. Produced in conjunction with Bolt Learning, of Edinburgh, the initiative comes after research showed that one in five of

the group’s near-2,000 symbol retailers admitted they did not carry out induction training for new starters, and one in three considered training to be a significant challenge in their business. The online data can be accessed any time and anywhere, on most devices. a Landmark Wholesale (01908) 255300

[ INDUSTRY NEWS ]

Spar sales near £3bn Spar UK’s retail sales rose by 8.5% to £2.84 billion in 2016, largely due to a surge in its number of symbol retailers. There was also more emphasis on fresh foods and foodservice. The group, which is supported by five wholesalers, added 186 stores, bringing the total to 2,620. The total retail area was 371,189 sq metres, and sales per sq metre increased by 4.2%. The UK is the third-placed region in terms of Spar International’s global retail sales, behind Austria first and South Africa second. Debbie Robinson, Spar UK’s managing director, said: “We are in a fantastic financial position. We continue to take a more personal approach with our customers, ensuring we have the right products and services. “Our experience, knowledge of the market and the consumer sets us apart in times when others are finding the marketplace challenging.” a Spar UK 0208-426 3700

Spicing it up Colleges are being invited to register for next year’s Country Range Student Chef Challenge. Teams of three full-time students are required to produce a three-course, three-cover meal that ‘looks sublime, is rich in flavour and showcases cooking skills and techniques’. The theme of the competition is ‘Around the World in 3 Spices’. a Country Range Group (0845) 209 3777 10

June 2017

£30m Scottish combine In a major deal for Scotland’s delivered wholesale industry, Lomond – The Wholesale Food Co has acquired Hall’s Direct, giving the enlarged business an annual turnover of £30 million. Glasgow-based Lomond, which celebrates its 20th anniversary this month, supplies cafés and sandwich bars with chilled and frozen products from a 25,000 sq ft

Lomond’s Sam Henderson: ‘Customers can be assured of a seamless transition.’

depot. It is a member of Landmark Wholesale. Since 2013, Hall’s Direct, of Livingston, West Lothian, had been part of Brown’s Food Group, which specialises in the supply of meat and poultry. Hall’s focus has been on the convenience sector, as well as restaurants, butchers and hotels, offering fresh meat and poultry, ready meals, breakfast products and a full chilled foodservice range. “We are absolutely delighted to begin the next chapter in the evolution of Lomond,” said managing director Sam Henderson. He added that the company,

which has just held its inaugural trade show, supported by more than 40 suppliers, “is looking forward as we integrate the two businesses. While it will be a busy few months, customers can be assured of a seamless transition and the exceptional customer service they’ve been used to from both businesses”. The acquisition increases Lomond’s staff number from 104 to 160 and almost doubles its fleet of dualtemperature vehicles to 40. a Lomond – The Wholesale Food Co 0141-353 6777 a Hall’s Direct (01506) 400470

P&H: ‘Change with the times’ Research commissioned by Palmer & Harvey shows that almost half of consumers would cut back on eating out and switch to supermarket own-brands to save money as they face rising food bills. The data, compiled by Retail Economics, shows how members of the public would manage their budgets in the face of food inflation – expected to rise by more than 3% by the end of the year – and pressure on real wage growth. The research, based on the opinions of 2,000 respondents, indicates that almost half would initially cut back on ordering takeaways and eating out in restaurants in order to keep within their budget. A further 35% would limit

www.cashandcarrymanagement.co.uk

spending on recreational activities, such as going to concerts, the cinema and the theatre. Some 73% would prefer to stay at home and cook a meal if they felt personal finances were under pressure. In terms of the weekly food shop, more than half of those asked said they would trade down to cheaper own-

brand alternatives while 47% would consider switching to a cheaper retailer. This view was expressed particularly by 16 to 24 year-olds. Martyn Ward (pictured), P&H managing director, said: “Our research shows that it will be critical to the success of food and grocery retailers, wholesalers and suppliers to rapidly adapt to changing consumer behaviour, as shoppers shift towards ownlabel, cheaper alternatives and cut back on any nonessentials.” He added: “Those that quickly grasp the opportunity to evolve their product mix and pricing will be the winners in this challenging environment.” a Palmer & Harvey (01273) 222100

[ INDUSTRY NEWS ]

Wilson defends Tesco deal Charles Wilson, chief executive of Booker Group, remains adamant that, should the merger deal with Tesco go ahead, there would be benefits for his company’s retail chains even where they operate in close proximity to a Tesco outlet. At the announcement of the group’s results for the year to 24 March, when pretax profit rose by 15% to £174 million on sales 6.7% higher at £5.3 billion, he

maintained: “They will be even better when serviced by the larger group and will do an even better job.” Booker’s retail fascias are headed by Londis (which added 650 retailers last year), Premier (350 more, bringing the total to over 3,300), Budgens (more than 80 added) and Family Shopper. Wilson also said that the Tesco deal would have no bearing on the longstanding

Another 350 opened in a year.

distribution arrangement with Marks & Spencer. “It would be up to them to decide,” he commented. He also alluded to the growth in delivered business, with this aspect of trading now accounting for £2.3 billion in sales compared with £600 million in 2008. The remaining £3 billion came from collections made at what are now termed ‘business centres’ (instead of cash & carries) and stores. The company’s major accounts, serviced by Booker and Makro outlets, include Enterprise Inns and Rick Stein, while among its Chef Direct customers (handled by the Didcot depot) are Carluccio’s and Prezzo. Wilson said he expected the Tesco deal to be cleared by the start of 2018. a Booker Group (01933) 371000

Tottenham move spurs ’em on Bestway Wholesale has moved its branch in Tottenham, north London, a matter of yards away from the previous site, which it had occupied since 1988. In doing so, it has switched from a rented unit with 58,000 sq ft of floor area to a company-owned 67,000 sq ft building, allowing it to devote more space to alcohol and frozen, chilled and fresh food. There is also a world foods area, reflecting the ethnicity of the local population. The new branch, which retains the existing staff headed by Ghufran Ashraf as general manager, has parking for 100 vehicles

and four checkouts. The retailer-focused cash & carry offers a click & collect service but makes no deliveries, its nearby Enfield branch carrying out this function. Making use of category management insight, each aisle features improved signage, highlighting product

groups and retailer muststocks. Director of category management Richard Booth said: “The work we have undertaken in category development and management to educate retailers on the benefits of core ranging has been brought to life in all aisles.” Head of marketing Salih Sheikh added that the new category focus would be rolled out across all depots over the coming months. “It demonstrates our commitment to making Bestway and Batleys depots a fantastic destination for customers to shop.” a Bestway Group 0208453 1234

Two sites improved Musgrave is spending 3.5 million euros to upgrade two of its MarketPlace wholesale sites. The larger outlay (2.5 million euros) will be on its Robinhood branch in Clondalkin, Dublin, with the rest spent on the Duncrue unit in Belfast. Much of the money is being channelled into new technology with a view to making both units ‘a more pleasant and innovative experience’ for customers. Additional roles have been created in fresh food, alcohol and butchery. a Musgrave Group 00353-21 452 2100

Ordering app Blakemore Wholesale has launched a new mobile app, offering customers a range of services, including click & collect and click & deliver functions, the ability to use the app offline and the use of a barcode scanner to allow quick processing of large orders. The system also features detailed product information, price updates on up to 20,000 items, previous order history and a depot locator. The wholesaler has worked with RNF Digital Innovation to develop the mobile platform. a Blakemore Wholesale (01902) 371515

www.cashandcarrymanagement.co.uk

June 2017

[ SWA CONFERENCE ]

Anticipating and responding At the Scottish Wholesale Association’s conference earlier this month, delegates heard how the trade body and key players in the industry are addressing the accelerating pace of change. he theme of the Scottish Wholesale Association’s conference, ‘The Times They Are A Changin’ couldn’t have been more apt, given the result of the General Election announced that very day. Considering the implications of the outcome, president Eddie Lynagh (who recently retired as area manager of Booker Greenock) said: “I don’t know where it leaves us. It causes uncertainty.” However, regardless of the election result, the SWA’s role – as a nonpolitical trade organisation – is to work with the Government of the day to enhance opportunities for its members. “Lobbying and liaising with the Government has become a key function of the Association,” said Lynagh, who highlighted the SWA’s involvement in the fight against the implementation of a deposit return scheme (DRS) in Scotland. “We speak against it because

it’s not right for our industry – it will be costly for consumers, businesses and local councils and it will put yet another layer of bureaucracy and financial burden on retailers. “On a more practical note, where do you store dirty drinks containers in a food store? Earlier this month Maurice Golden MSP visited JW Filshill to see for himself the damaging impact this policy would have on a wholesaler. Remember, the retailers have to take their returns somewhere!” In the coming year, the SWA will respond to other issues affecting its members including the obesity strategy and the Good Food Nation Bill. Lynagh pointed out: “Having to work with the output of two parliaments makes lobbying even more vital and I can assure you that the Association will continue to work on behalf of our members in this sphere.”

‘We have to be better at adopting trends’ “Consumers are changing: 10 years ago newspapers, tobacco, impulse and lottery were driving footfall into retail stores, but not now,” pointed out Steve Fox (pictured), managing director – retail at Booker, which services Budgens, Londis, Premier and Family Shopper retailers, as well as unaffiliated stores. The wholesaler has unveiled a ‘2020’ programme to help its retail customers become “fit for purpose”. This focuses on nine key areas: a Food to go a Chilled/prepared a Instore bakery a Events a Local/regional a Trends a Health & habit-forming a Core In Every Store (CIES) a Technology. “We have to be better at adopting trends in this sector, and

June 2017

we shouldn’t be afraid to copy others who are doing things well, such as Filshill with craft ales and Aldi and Lidl with local and regional products,” said Fox. He explained that, in addition to the need for retailers to offer good fruit & veg, bakery and food-to-go ranges, they should also make their stores a destination. To this end, Booker is running promotional events, such as wine fairs, nearly every period. It has also unveiled its CIES initiative, which lists the 1,000 core lines that it would like to see in every one of its disciplined stores. “This is a £2.1 billion opportunity as these 1,000 lines account for 60% of sales,” said Fox. “Technology is also critical as it will drive more footfall into the stores,” he added.

www.cashandcarrymanagement.co.uk

Julie Dunn: ‘We have a commitment to lifelong learning within our industry.’

Julie Dunn, operations director of Dunns Food and Drinks, who took over the SWA presidency from Lynagh at the conference, told delegates how the Association intends to move forward in the coming months: “We have a strong set of core values. These will endure but we must maintain a drive for progress. “Our new Foodservice Group reflects the growing importance of foodservice in wholesale and is a vibrant proactive group feeding into the main council. Working groups like this are a terrific way to attract the highest calibre of membership but we have to determine what they must achieve to ensure maximum impact for the Association and the industry. The next group we need to establish is a cash & carry retailbased group.” The SWA also plans to get involved in Education Scotland’s ‘Developing the Young Workforce’ initiative, which aims to bridge the gap between industry and education. “We need to show young people of all levels of educational attainment that wholesale is a viable destination,” Dunn insisted. “We want to ensure that food and drinks wholesaling is a nationally recognised industry with nationally recognised qualifications. Working with skills development agencies, we will build a suite of apprenticeships addressing the ‘core four’ – selling, operations, logistics and administration. And we will look for national provision.

[ SWA CONFERENCE ] “On completion of the apprenticeship, companies will be asked to nominate candidates for the Institute of Leadership & Management modules supported by the SWA. Successful candidates will then be put forward to our mentoring programme, which, along with the targeted training we offer to our members, is our commitment to lifelong learning within our industry.” The advantages of the mentoring programme were underlined by mentee Bev Kelly, branch manager of Booker Port Dundas, whose mentor was Ken Cameron, account controller at Nairn’s Oatcakes. Kelly, who started with Booker 25 years ago on the YTS scheme, explained that, with Cameron’s assistance, she completed a structured plan of action that focused on key areas she wished to address: effective team meetings, selling tools, interview skills, conflict with peers, and ambition. “I’m proud to say that I believe all areas have been strengthened. This mentoring programme has been invaluable to me, making me more confident in my abilities and more assertive in decision-making. I would highly recommend it,” she said. Cameron added: “The mentoring programme is up there with the best of the initiatives that the SWA has brought to the wholesale arena over the last 77 years. It requires time and effort on both parts. As a mentor, you are not there to provide immediate solutions but to help the mentee find their own path.” One supplier that believes in the power of mentoring is Coca-Cola European Partners. The company is extending its mentoring and apprenticeships programmes as part of a wideranging investment in its employees.

Richard Crabtree: ‘73% of Quorn shoppers are not vegetarian.’

Laura McKechnie: ‘People and technology need to go hand in glove.’

The company’s head of field sales wholesale Laura McKechnie explained that although she feels there will be more technology-induced change in the next 20 years than the last 300, “anything that cannot be automated will become increasingly valuable. People and technology need to go hand in glove”. CCEP is investing in both areas; for example, by the end of this month, all 600 people in its field sales team will have iPads to be used for internal training (three WebEx sessions per week) and with customers – for example, the iPad can be used to show a retailer what a cooler would look like in their store and to conduct transfer orders between retailers and wholesalers. The company is also giving its reps more autonomy to make business decisions. For smaller wholesalers, CCEP has introduced a customer portal for online order placement and to offer more information on its products and services. This is presently on test with three wholesalers in Scotland. Addressing all the wholesalers in the audience, McKechnie said: “Your collaboration is critical to help us evolve the right solutions for our industry.” Two product categories that have seen significant changes in consumer behaviour are meat-free foods and tobacco, and these were discussed by speakers at the conference. Richard Crabtree, group sales director of Quorn Foods, pointed out that 38% of evening meals are now meatfree and 41% of the UK’s meat eaters are flexitarian – they also eat meat-free options. This group is growing five times faster than the GB population. Quorn is a highly sustainable protein – the carbon footprint of beef mince

is over 90% more than Quorn mince, for example – and 73% of Quorn shoppers are not vegetarian. The Quorn brand is growing by 13% year on year and has been relaunched with a £10 million advertising campaign that educates consumers about the product’s benefits, including its health credentials and versatility. “As a business, we are now resourced to work with wholesalers,” said Crabtree, “and in two months’ time we will have Graeme Clark of Scot Serve on board to work with wholesalers in Scotland.” Change in the tobacco market is set to continue apace, maintained Peter Nixon, managing director of Philip Morris. “In 10 years time, there probably won’t be that many smokers left,” he predicted. “People will still enjoy nicotine but in different ways. Our goal at Philip Morris is to use technology to replace cigarettes with Reduced-Risk Products. Our IQOS brand will change everything in the tobacco industry.” The product, which heats tobacco rather than burning it, produces no smoke, no ash and less smell and reduces the risk of getting smokerelated diseases compared to cigarette smoking. In 2015, 396 million IQOS sticks were produced; next year, Philip Morris plans to produce 100 billion. Whereas only 15% of people who try vaping stick with it, the conversion figure rises to 70% with IQOS. Because educating smokers on how to use the product is so important, Philip Morris is rolling out IQOS into wholesale in a controlled way. It started last month in Booker’s London depot. “We want to get London right first,” said Nixon. “We know that building consumer demand is crucial for wholesalers.” CCM

Peter Nixon: ‘There probably won’t be that many smokers left in 10 years time.’

www.cashandcarrymanagement.co.uk

June 2017

[ SPOTLIGHT ] Peter Youings, managing director of Barnstaple-based Youings Wholesale

sponsored by

Family matters across the board What has been the major milestone or turning point of your career? When I joined the business in 1970, we operated our wholesale department from behind our tobacconist shop, supplying mainly tobacco and crisps and nuts to pubs. As we developed into confectionery, we required larger premises, and good fortune allowed us to move in 1986 into a purpose-built warehouse half a mile away. We have since added grocery, alcohol and toiletries and the business has flourished. We deliver to customers throughout the West Country.

are lucky to have a very close family and six wonderful grandchildren (including the latest additions – twins – pictured) and I love spending time with them. I am looking forward to when they can work with us in our shops or warehouse! We do now travel a lot and I am fortunate that I am able to turn off, once I am sitting on a beach with a cold beer.

Who has been the biggest inspiration to you? My father, who passed away nearly two years ago. As I reflect on this article, I am realising that his wise counsel, his shrewd business decisions and the knowledge that he imparted to me have helped me to continue his successes and make Youings the business that he and his predecessors would be proud of.

If you were able to retire tomorrow, how would you spend your time? Thinking about the business and how it could continue to evolve! But to switch off I would choose walking in our wonderful countryside in North Devon, gardening, travelling and having more time to drive my beloved Triumph Stag (pictured) and perhaps taking up golf again.

How do you maintain a work-life balance? My wife would say that there is only one life, and that’s business. However we 14

June 2017

What most frustrates you in business? Suppliers, suppliers, suppliers, suppliers, suppliers! (Lucky I was only allowed one page for this article!)

What advice would you give someone starting his/her first job? Watch, listen and learn. Do not be afraid to make mistakes but be thorough and always ask if help is needed.

www.cashandcarrymanagement.co.uk

What type of business would you go into if it wasn’t C&C/wholesale? I achieved Biology, Computer Science and Economics A levels. Absolutely no use to me! The family business was in my blood and I knew it was my future. Nothing else would ever interest me. If you had a million pounds to invest in business, how would you spend it? I would buy a warehouse for the next generation. We are currently looking for one as we are bursting at the seams and CCM this is holding back our growth.

Fourth generation Peter Youings is the fourth generation to lead Youings (founded in 1884 by his great-grandfather). He joined the company in 1970 and learned about the specialist tobacco trade, which has been his passion ever since. Through his enthusiastic leadership, Youings now operates a fleet of nine lorries delivering from Bristol to Penzance. Peter is a past chairman of Sugro UK.

Ju ly ue

s is

DONâ&#x20AC;&#x2122;T MISS THE JULY ISSUE! -

Spotlight: Lucy Bartlett of Elm Valley Foods Report on the FWD annual conference Four category insights: a Price-marked Packs a Information Technology a Vodka & RTDs a Dairy

ONLINE ADVERTISE IN PRINT OR

FEDERATION OF WHOLESALE DISTRIBUTORS

For more information, call (01342) 712100 or contact mail.winlove@btconnect.com www.cashandcarrymanagement.co.uk

[ SUPPLIER STRATEGY ]

Encouraging customers to trade up Kevin Ward (pictured), business unit director – impulse channel at Carlsberg UK, urges wholesalers to drive sales of the growing, higher value beer sub-categories. What proportion of your business goes through the cash & carry/delivered wholesale trade? Over 15% of Carlsberg UK sales are through the cash & carry/delivered wholesale trade, with steady growth coming from the retail symbol groups and independent caterers. We expect this to increase further now that the Alcohol Wholesaler Registration Scheme (AWRS) is in place and we welcome the new legislation and the positive response we have seen from all areas of the trade. As wholesalers expand their reach into foodservice and the on-trade, the boundaries are becoming more blurred and, as such, the traditional classifications are harder to measure. How are you looking to develop your business through the wholesale trade? The insight from SalesOut is becoming an increasingly important tool in driving distribution of our core lines, and the availability and ability to mine this information is hugely important to us. We will continue to support all customer groups, with increased focus on symbol retail and the on-trade, allowing us to communicate with the end consumers more effectively. While the delivered aspect is undoubtedly growing, my experience of speaking to independent retailers is that they still enjoy a visit to the cash & carry, and therefore our focus remains in depot. We need to understand foodservice in more detail and ensure our offer reflects operators’ needs. Consequently, we have placed dedicated resources in the casual dining area to better support our wholesale customers. What are the key trends in beers and lagers and do you find that C&Cs/ delivered wholesalers act on these? World, premium and craft beer are very ‘on trend’ as consumers look to trade up and treat or reward themselves with something a bit different. Cash & carries and delivered wholesalers know these trends are true but are slow to 16

June 2017

re-proportion their space in depots and promotions to drive this growth in line with other channels. The opportunity this represents is growing, and it also includes gluten-free, which is fast becoming a lifestyle choice. How can cash & carries and delivered wholesalers improve their sales of beers and lagers? Increase their category and brand knowledge so that they can confidently talk to their customers and depot teams about on-trend categories and brands. Review space allocation in the depot by category versus their respective contribution to sales. Depot managers should not always rely on deep discounting standard lager to drive footfall. They must drive sales and distribution of the growing, higher value sub-categories, educating retailers and caterers on the importance of these products and the fact that their customers will be looking for them. We must remember that, as consumers, we now prefer simple everyday pricing. PMPs continue to help drive this price simplification.

www.cashandcarrymanagement.co.uk

Are there any cash & carries or delivered wholesalers you wish to highlight as being particularly progressive? Over recent years, the wholesale sector has really upped its game. The big players see the independent sector as an ideal place to optimise the opportunities the different day parts represent in ‘food to go’ and ‘meal for tonight’. Equally impressive is that the smaller, more localised wholesalers are run by smart entrepreneurial people who are able to get their heads round changing cultural trends. The learnings when meeting with these people are invaluable in helping us at Carlsberg shape what we do. Is there anything else our readers should know about Carlsberg UK? We continue to focus on the core Carlsberg brand whilst accelerating the growth of San Miguel. We are leveraging the potential in the craft and speciality beer segment with our recent partnership with Brooklyn Beer, and we are seeking more draught beer dispense opportunities in the off-trade. Customer service remains a priority as we transition our distribution network over to DHL. CCM

100% California grown

4,600 growers manage 220,000 acres of walnut orchards in the rich, fertile California soil. Nutritious, versatile, tasty California walnuts are enjoyed in more than 40 countries worldwide.

California Walnut Commission

walnuts@comeintothegarden.co.uk

01628 535 755

www.walnuts.org

[ BEHIND THE SCENES ]

Furthering Spanish fine fare In choosing a vibrant city with an adventurous palate, Spanish fine food importer Mevalco has an ideal base in Bristol and it now has bigger plans.

t’s been 10 years since Mevalco began selling Spanish fine food to restaurateurs from two containers in a field in Cheltenham. It has evolved via Frampton on Severn to its current 4,000 sq ft site in Avondale and the company’s growth is set to continue, with a target of tripling the £2 million business by 2019. “The beginnings were about finding our feet and trying to figure out where things were going,” explains founder and director David Menendez. “We wanted to find a new market for quality Spanish producers – we felt that there weren’t many people doing justice to Spanish produce at the time.” From northern Spain originally, Menendez was working as a vet in England with a specialism in food hygiene and animal welfare when the import and distribution idea started to take hold. “I had been working in rural development and trying to add value to

Founder and director David Menendez.

farmers and growers, so it was not such a big jump as it looks,” he explains of his career change. Mevalco sources and supplies ambient, chilled and frozen Spanish produce, with a focus on provenance and quality. The company also provides traditional Spanish kitchen and serving ware. In the pipeline are plans to introduce ownlabel products to complement the artisan range Mevalco has already sourced. Along with a network of chefs and producers in Spain who keep the company informed of any exciting new finds, regular trips by Menendez and his wife Christina (who is the company’s project manager and hails from southern Spain) enable them to research and

Mevalco’s product range has a focus on provenance and quality.

June 2017

www.cashandcarrymanagement.co.uk

source new lines. “The original idea was to be more like a broker for specific items, but very soon we realised that we needed to have a name and a portfolio of quality products. The next step is to link interesting producers back in Spain with the right outlets here, and that’s what we’re starting to do, 10 years on,” says Menendez. Although Mevalco’s customer base is primarily in the south west, the company does have national distribution links that enable it to service customers as far afield as Edinburgh, Leeds and Manchester, and London is also part of the growth plan. The company’s own fleet of four refrigerated vans make deliveries up to 190 miles around Bristol, while couriers are used for the longer trips. There are also distribution partnerships further afield (with Morgenrot, Cornish Fresh and Heritage Fine Foods at present) and Menendez is looking to form new partnerships in areas where Mevalco does not currently have the reach it has the potential for.

Michelin-star standard “Where we have been born, in the Cotswolds and the south west, there aren’t that many traditional Spanish restaurants so we have had to compete with French and Italian quality products. We feel strongly that our products not only work in Spanish restaurants, but also in a wider market,” he says. “We work with Michelin-star restaurants and fine dining establishments, as well as pubs.” In addition to individual food items, Mevalco has sourced ready-made products, increasing the scope of its portfolio. “We are getting more and more customers who either want to have readymade solutions as back-up or don’t have the skill levels to make everything from scratch so it’s a sector that is growing hugely for us,” explains Menendez. Mevalco moved to its current depot three years ago, and investment in new chillers and freezers later this year will double its current capacity. There is also additional off-site storage for chilled and frozen foods, so space is not an issue for the company’s ambitious plans. Its

[ BEHIND THE SCENES ] growth is having a positive effect back up the supply chain, with producers implementing certification and expansion as a result of the relationships with the importer. “Quite a few of our suppliers are growing with us, and they are keeping a close eye on what we are doing,” says Menendez. Whether large or small scale, suppliers are carefully selected for their methods and produce – Mevalco’s range is based on quality and authenticity, which is important to Menendez to ensure that his high-end customers are happy with the products. Traditional top sellers such as cooking chorizo and olives are now being joined in popularity by frozen offerings like wild prawns and Iberico acorn-fed pork. “One of the things that we are getting recognition for is our meat. It’s an area that I’m comfortable with as a vet and from working in food hygiene, and it’s one of the ranges that really works,” says Menendez.

Knowledgeable staff The company’s customer base is mainly made up of chefs, who use its knowledgeable staff as a resource – services offered include tastings and demonstrations in carving and product preparation. This focus on service has resulted in 250 loyal customers and is attracting significant new interest – 39 new customers have arrived so far in 2017. Minimum orders are £100 and payment terms are 30 days. Staffing has increased to help continue recruiting more business, and the team of eight is a closely knit, foodsavvy group who have the same pride in the company as Menendez and Christina. A new dedicated sales rep has put more feet on the street, which Menendez believes will be instrumental

Mevalco recently appointed Justin Slawson as director of operations to help drive growth of the specialist Spanish fine food business into new areas.

to securing new business. Low staff turnover and investment in training also help things to run smoothly: “It’s a very solid team. There are always new things to learn and procedures to implement, but the attitudes are really positive,” he says. Growth has also been planned for with the appointments last November of Justin Slawson (formerly of The Cheese Cellar) as director of operations and Caroline Hole-Jones, who has taken charge of PR. “We have always been conservative in our growth plans; that’s why we were looking for Caroline and Justin to help us to expand,” explains Menendez. “Justin has helped us to realise that we were doing a lot of things right and we shouldn’t be scared of branching out.” Slawson’s acumen and business experience is reflected in the developments that have been put in place, along with those in the planning stages. The company’s branding on its vehicles

Traditional Spanish kitchen and serving ware is also offered by Mevalco.

was implemented and led to an immediate increase in exposure, as did a presence at the Exeter trade show that led to over 90 leads. While Mevalco has great relationships with its customers and does extremely well by word-ofmouth recommendations, Slawson is planning to enhance the business’s publicity with the help of Hole-Jones, with an eye on national accounts. “Mevalco has brilliant products and we have a good base in the south west and South Wales; we just need to get it out there and build it,” says Slawson. “David is so passionate about it, selling it isn’t a problem.” An investment in the IT system has upgraded the technology side, enabling the company to be ready for the anticipated growth. “The pipeline of new accounts coming on is strong,” adds Slawson, “and we haven’t even looked at London yet. It’s all about distribution in London – it’s about working out a proper distribution strategy for the city. Some time in the next 12 months we will be supplying in London, in addition to the current orders we send by courier.” The company is gearing up to expand on its reputation, while staying true to its founding ethos. “There’s enormous potential to grow the business,” says Hole-Jones. “It’s about how we manage that growth in a way that we can maintain the service and still capture that artisanal feel to the products. There will be a few growing pains but there are definitely ambitious CCM plans.”

www.cashandcarrymanagement.co.uk

June 2017

[ TOBACCO, ACCESSORIES & VAPING ]

Entering a new era The full impact of plain packaging and the loss of small pack formats has yet to be seen, but manufacturers are doing their best to help the trade meet changing smoker demands. iven the recent changes that have resulted from the EUTPD II legislation – in particular minimum pack sizes – the consensus in the trade is that smokers will become more price conscious, and retailers will similarly be driven to search for the best price on tobacco from wholesalers. This focus on price is evident within the roll-your-own category, where the value segment is gaining share and now accounts for 22.8% of RYO volume sales. In total, the RYO category has grown within the UK market; in 2016 alone, it was up by 1.3%, bringing the total share to 25.5%. JTI’s RYO brands meet smokers’ differing demands. Amber Leaf is the UK’s No.1 tobacco brand and has three of the top five selling tobacco SKUs, while American Spirit is the leading additive-free tobacco brand. Marlboro, from Philip Morris, is the No.1 premium tobacco brand in the world, and in the UK it accounts for over a third of all premium segment sales and is experiencing growth ahead of the market. Marlboro offers three main variants to suit the needs of adult smokers – Premium, Touch and Gold Fine Cut.

Marlboro Gold Fine Cut offers a premium taste experience at a competitive rsp of £10 for 30g. This is one of the lowest priced tobaccos in the gantry, and still offers a POR of 12% for retailers. “Following the new legislations, we recommend that retailers consider replacing previous facings of smaller rolling packs with the new 30g formats of the same brand to reduce the risk of going out of stock,” says sales director Jerry Margolis. He adds that, as prices will no longer be displayed on packs, retailers should ensure their staff have memorised the rsps of leading brands so that products are in line with the market rate and deliver the best value to customers. Marlboro Gold Fine Cut continues to grow month on month, irrespective of the transition to plain packaging. Since January 2017, the brand has experienced market share growth of 0.25%, driven by the 30g unbranded pouch. To help retailers maximise sales of tobacco products, Philip Morris offers support and advice through its new MyDriveOnline platform at www.pmimydrive.co.uk. More than 8,000 retailers are already members of MyDriveOnline.

All data unless otherwise stated: Nielsen

Cash & carry roadshow for exchange of non-compliant products Philip Morris is supporting independent and convenience retailers with a nationwide cash & carry roadshow at which non-compliant products can be swapped for selected compliant versions of its best-selling brands, while stocks last. Participating products include: Marlboro, Bright Leaf by Marlboro, Raffles by Virginia Slims, Virginia Slims, Chesterfield, Nicolites, Nicocig and Vivid. The exchange must take place with the dedicated Philip Morris team at participating cash & carries, which are listed at www.pmimydrive.co.uk. To be eligible for exchange, Philip Morris products must have been legally bought in the UK, unopened and in a good condition. Matthew Tisdall, head of sales at Philip Morris, comments: “In what is a rather nervous time for many retailers, we are hoping to make the TPD and plain packaging transition as smooth as possible with our cash & carry roadshow. The ability to exchange non-compliant product will mean fewer out-of-stock issues and missed sales.”

June 2017

www.cashandcarrymanagement.co.uk

Changes to be aware of: Content: a Minimum number of cigarettes in a pack: 20 a Minimum weight of tobacco pack: 30g Packaging: a All packs will be dark brown in colour and the brand and SKU name must be in grey, standardised text a Health warning on all four sides Non-compliant product includes any pack with the following: a Logos and colours on pack a Description of tar, nicotine, carbon monoxide (TNC) levels a Price-marking a Limited editions E-cigarettes: a Health warnings will need to be present on the packaging of all e-cigarette products to meet new legislation a All e-liquids had to be notified to the Department of Health before May 2017

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

[ TOBACCO, ACCESSORIES & VAPING ] Pricing is now the most important differentiator in the market, according to Imperial Tobacco, which has seen strong recent growth of its Gold Leaf roll-your-own brand. Gold Leaf has a share of almost 11% of the UK RYO market, while the company’s gV Bright Yellow currently enjoys an RYO market share of almost 10% and is also performing strongly. Adult smokers continue to offer significant benefits to independent retailers in terms of footfall and basket spend (him!). “By stocking a wide range of products, knowledgeably and efficiently answering any remaining customer queries about the recent changes and continuing to price competitively, the independent trade can continue to enjoy a positive, productive relationship with the tobacco category,” maintains Chris Street, head of key accounts at Imperial Tobacco UK. The company’s ‘Partnering for Success’ platform offers retailers a combination of expert advice and innovative tools

Sanctions for tobacco fraud HMRC recently closed its latest review into sanctions for those convicted of illegal tobacco-related wrongdoings. This consultation, among other matters, suggested: a Increasing financial penalties for repeat offenders a A new civil penalty for dealing in illicit tobacco a Reducing the threshold for the publication of details of those deliberately evading duty a Statutory duty of care on landlords and landowners of properties or land. Peter Nelson, anti-illicit trade manager at Imperial Tobacco, comments: “We hope that all parties – manufacturers, trade bodies and retailers alike – who have a stake in helping to stop the pernicious influence of illegal tobacco have taken the time to make their views known to HMRC through this sanctions consultation as we continue to work together to fight the illicit trade.” In April, media reports of illicit tobacco trading covered 21 prosecutions and seven seizures. In one incident, Ismail Issat, the owner of Cheaper Market in Blackburn, was sentenced to 42 weeks in jail, suspended for 18 months, after pleading guilty to tobacco fraud. HMRC found 600 illegal cigarettes and 850g of illegal roll-yourown tobacco in the shop’s storeroom. This was the third time illegal tobacco products had been found at the shop and it followed a raid in March 2016 at an industrial unit rented by Issat where HMRC uncovered over 50,000 counterfeit cigarettes and 59.3kg of illegal RYO tobacco. Meanwhile, undercover research carried out by JTI in London found that one in eight retailers in the capital are selling illegal tobacco products under the counter. A total of 37% of smokers have bought illegal cigarettes, and 28% have been offered illegal tobacco products in the last year.

June 2017

www.cashandcarrymanagement.co.uk

to support them with regard to the new legislation. Imperial Tobacco has also distributed almost 10 million customer information cards to the trade. These explain that the new legislation only affects the packaging, and not the tobacco product inside. Street adds: “With the market now having transitioned to standardised packs, we anticipate that any availability issues that may have arisen in the months leading up to 20 May are now resolved. Our sales representatives will endeavour to ensure that all remaining unsold branded packs in the independent trade are swapped out on a value basis post 20 May. We commenced this process on 22 May, issuing new standardised packs by way of replacement. However, this swap out is capped, as well as subject to specific conditions, which retailers should discuss with their local Imperial representative.” Last month, Imperial Tobacco’s stand at Pro-retail celebrated the heritage of its many iconic brands, and highlighted how it intends that heritage to endure in a standardised packaging environment. Street comments: “Ensuring that the equity of our brands continues to shine through plain packaging is one of Imperial’s biggest priorities post 20 May, and our presence at Pro-retail was an important statement of intent.” Looking ahead, he says that launching new brands and new pack formats in a standardised packaging environment is likely to prove a challenge. “However, the scope certainly exists to do so and Imperial will have some news about a new RYO pack format in the coming months. “More broadly, the loss of small pack formats from the market will have an undoubted effect on the future structure of both the factory-made cigarette and roll-your-own sectors. However, we will continue to support our entire portfolio by both reacting to and catering for evolving adult smoker trends as the category develops through 2017 and beyond.”

Accessories The tobacco accessories category is worth over £253 million (IRI) and remains buoyant. According to Republic Technologies, NPD is driving category growth, with consumer demand for products like slimmer filters making an impact. Recognising the need for greater choice, the company has been active in the £73.1 million filters market (IRI), developing Swan Ultra Slim, the thinnest ever Swan filter, and Swan Extra Slim Eco Filters, the most environmentallyfriendly Swan product ever. The eco filters are biodegradable and feature a naturally coloured filter and unbleached paper wrap. Each pack (rsp £1.03) contains 120 filter tips, and there are 20 packs to an outer. Increasing demand for ‘make your own’ products from cash-conscious consumers looking for an alternative to readymade cigarettes has led to Republic Technologies’

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

[ TOBACCO, ACCESSORIES & VAPING ] launch of Swan Kingsize Cigarette Tubes. New for 2017, the Swan tubing machine allows consumers to roll cigarettes with ease. The tubing machine has an rsp of £3.64, while packs of standard tubes and menthol tubes are available in 100s and 200s, with rsps ranging from 99p to £2.50. Meanwhile, Republic Technologies is set to partner with global media brand NME and the UK’s lead organisation for film, BFI, for a series of outdoor music and film events under the CineJam banner, in association with its Zig-Zag brand, which is a key player in the UK’s £84.7 million papers market (IRI). The festival will run for 10 nights in July and August at the Rooftop Film Club in Peckham, London. Pauline Warren, marketing manager at Republic Technologies, says: “The NME and BFI are synonymous with music and film in the UK, and working with them, along with Rooftop Film Club, will hold huge appeal for our 18–34 year-old Zig-Zag consumers and drive awareness of our brand amongst our core audience.” In addition to CineJam, a separate sponsorship agreement with the Rooftop Film Club will run throughout its summer 2017 season. A 60second Zig-Zag advert will appear at every screening held at the Club’s four venues in London. Additionally, Zig-Zag branding will be present on the Club’s website, digital newsletters and on-site at each venue, and there will be sampling activity.

Vaping Over the past two years, the e-cigarette category has shown growth of 36.9% (Nielsen) and there are an estimated two million existing adult vapers currently in the UK (TNS). To support cash & carries in merchandising this growing category, JTI has begun trialling new Logic bays in tobacco rooms. Following the installation of the new bays in Barkingbased Time Wholesale Services, 80% of customers surveyed said they found it helpful having e-cigarettes in one place. Within the vaping market, the trend towards open (or tank) systems and e-liquids is continuing, with open systems now accounting for 48.8% of the total market (Nielsen). “A combination of value for money, better delivery, as well as more flavours and strengths, are all contributing to this trend,” says Jennifer Roberts, vice president customer marketing at blu UK, which is owned by Imperial Tobacco. “Open systems are particularly ideal for heavy smokers, as they can give the bigger nicotine hit that they are used to and present greater value for money,” she explains. “Despite this developing trend, we strongly recommend that wholesalers stock a range of vaping products, including closed 24

June 2017

www.cashandcarrymanagement.co.uk

Make the most of accessories To maximise results from the tobacco accessories category, Republic Technologies offers these tips: Stock a broad range of products (filters, papers, matches and lighters) and the latest NPD to enable retailers to tap into changing shopper needs. Space saving packs such as Zig-Zag king size vertical packs (50% space saving compared to traditional king size packs) and Poppell 45 packs help retailers to merchandise more effectively, while convenient pack formats such as Swan Slim Pop-a-Tip Filters offer an alternative pack format (versus Swan Slim Loose Filters) for on-the-go consumers. a

a As with tobacco products, if your customers’ desired product is not stocked you may lose them. Be sure to stock a core range of papers (green, blue and silver in both standard and king-size variants) plus other options such as unbleached and flavoured, and make sure you have multipacks available to combat the discounters.

Dual siting of non-restricted products, such as lighters, outside of the tobacco room also works to drive significant sales increases of these products in depot.

Republic Technologies continues to work closely with key cash & carry/wholesale partners to drive sales of tobacco accessories in depot, including creating branded bays and displays and taking a category approach to product ranges offered.

systems, as they provide a compact and easy-to-use system that is liked by many new vapers.” The increasing availability of information and research in favour of vaping products is giving consumers more confidence to buy into the category. “From what we have seen, very few consumers are aware of the recent EUTPD legislation and there is still a large gap in consumers’ knowledge and understanding of the vaping category,” says Roberts. “Wholesalers can play a key role in filling this knowledge gap by educating their customers on the category so they, in turn, can help their shoppers understand more about e-cigarettes and the changes in legislation that have now come into effect.” Recent research conducted by blu has identified that for new vapers, the convenience channel – over the supermarkets – is their first port of call, and the interaction that convenience and independent retailers have with their customers provides a huge opportunity to capitalise on the category. Cash & carries can show that they are serious about the vaping category by learning the basics about the different product types and giving more prominence to the category by stocking and promoting e-cigarettes outside of the tobacco room. This will also reassure retailers that depot staff are well-placed to offer advice, Roberts maintains.

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

[ TOBACCO, ACCESSORIES & VAPING ]

Stocking a range of product types, refill flavours and nicotine strengths will enable retailers to meet their customers’ needs. The World Health Organisation recently reported that flavour is one of several significant product appeal factors that influences the willingness of smokers to try vaping products. “Flavours also seem to play a role among adults, as well as experienced e-vapour users, in helping migration away from tobacco,” states Roberts. “Being aware of insights such as this, and being able to talk with confidence to customers about each of these products, will allow wholesalers to offer the right advice to customers and ultimately drive sales within the category.” The top five vaping brands accounted for 58.8% of retail

We help people all over the country. GroceryAid makes life better for grocery people in need. From factory to store, we help everyone. With your support we can do more. Call 01252 875925, email events@groceryaid.org.uk or visit www.groceryaid.org.uk to find out how you can help.

Real lives. Real problems. Real help.

sales in the impulse channel in the 12 weeks to 25 February 2017 (Nielsen). blu is the No.1 e-liquid and liquid kit brand and the No.2 vaping brand overall. According to Roberts, cash & carries should advise their retail customers that, as a minimum, they should be stocking one or two open systems for experienced vapers, or those looking for a bigger throat hit, such as the No.1 selling blu PRO Kit, a tobacco liquid and flavoured liquids, at different nicotine strengths. If space allows, they should also offer up to two closed system kits and associated refill cartridges and one disposable. If a retailer is stocking open system kits, he should also be encouraged to add the associated clearomisers to his range, says Roberts. “Consumers should change their clearomiser every two to three bottles, or with every change of liquid flavour or brand, so they are a great way to upsell to shoppers and drive additional sales and margin,” she states. Thornton & Ross has introduced new packaging and a more premium look for Edge e-liquid. Manufactured in the UK by BSMW Ltd, which was acquired by Thornton & Ross last year, Edge e-liquid is produced in pharmaceutical grade class 5 clean rooms. The Edge range comprises 10 flavours – British Tobacco, Virginia Tobacco, Very Menthol, Heizen, Strawberry & Lime, Blackcurrant, Cherry Menthol, Forest Fruits, Blueberry, and Strawberry Milkshake – in two nicotine strengths, 6mg and 18mg. The product (rsp £2.50) has been developed with retail outlets in mind as it comes in a shelf-ready pack, and each flavour has its own colour concept for strong brand presence. Chris Carr, head of sales at BSMW, says: “The e-liquid category has seen consistent year-onyear growth, with an estimated market value of £463 million in 2016. The Tobacco Products Directives serves to cleanse the market, ensuring that the products on shelf post 20 May comply with the strict legislation. I believe this legislation is a good thing and will ultimately benefit end consumers as standards are improved to ensure compliance. “In addition, with the increased pack sizes/entry price point of tobacco products, we expect an increase in existing smokers converting to the vaping category in 2017. Our aim is to gain national distribution within the convenience channel to ensure the consumer has an alternative product at an CCM attractive price point.”

For further information:

GroceryAid

@groceryaid

GroceryAid is the trading name of the National Grocers Benevolent Fund. A registered Charity Reg. No 1095897 (England & Wales) & SCO39255 (Scotland). A company limited by guarantee, registered in England & Wales no 4620683

June 2017

www.cashandcarrymanagement.co.uk

blu UK (0800) 0149 355 Imperial Tobacco (0117) 963 6636 JTI (01932) 372000 Philip Morris 020-7076 6000 Republic Technologies (01494) 492233 Thornton & Ross (01484) 842217

WN O SH E TB O N N A S C N T O S EN A M E E R S I L T A R E EG V L D A R O S I F TH

Grab your share of sales

[ FOOD & DRINKS ON THE GO ]

Food to go is being driven by shopper habits and IGD predicts that the category will be worth £21.7 billion by 2021, offering huge opportunities for wholesalers’ customers.

ating and drinking on the move has become an area of focus for retailers, with stores tailored around today’s busy and demanding consumer. This shopper mission is in growth as people choose to grab meals to eat at their desks or while travelling and as snacking throughout the day becomes an alternative to traditional mealtimes. Catering to today’s consumer, health and wellness is driving NPD, along with a focus on quality and flavour.

Lunchtime opportunities The hot food lunchtime occasion is one that offers new opportunities to retailers, with Kepak’s Rustlers the No.1 micro-snacking brand (IRI). “Food to go is growing in convenience, with Rustlers the driving force in that growth. We’re in double-digit growth, which is in stark contrast to the competitive set,” points out Angela Dauby, channel director for Rustlers. Adding to its portfolio, Kepak has now introduced the Rustlers Gourmet range, which taps into the high street gourmet food trend. The Rustlers brand has also undergone a packaging redesign to highlight its quality and taste credentials. “We’re working very closely with cash & carries and their retail customers to educate them on the right range for them, and merchandising best practice,” says Dauby. Adelie Foods is redesigning its Urban Eat range this summer to increase its on-shelf appeal, with the new design playing on the brand’s heritage with a city skyline featured on the front of pack. This activity is supported by a three-month online promotion running from September with more than 300 tech and music prizes on offer. The range considers evolving dietary requirements with the addition of halal and gluten-free sandwiches, while flavour trends are catered for with the introduction of Chicken Tikka Bhaji. “We recognise that this is an important time for the food-to-go market,” says John Want, marketing director at Adelie Foods. “With more on offer than ever before, consumers are changing their shopping habits; there has been a rise in earlier lunchtimes (from 11am) and the purchase of lunch options in the morning (Relish research). Getting the early offering right and stocking a range of trusted, quality sandwiches is key.” Now that the meal deal is a lunchtime shopper staple, soft drinks play a 28

June 2017

www.cashandcarrymanagement.co.uk

key role in food to go as part of cross-category merchandising as well as for standalone instant consumption. The demand for value from today’s consumer means that convenience is keeping up with grocery with an increase in choice and value for the on-the-go mission. With consumer health trends and government focus reflected in soft drinks manufacturers’ production and marketing, there is a lot of brand activity in this category. Radnor Hills is dedicated to promoting healthy hydration, and its recent bottle redesign aims to increase on-shelf standout. The embossed Welsh Dragon still reflects the company’s Welsh heritage, and the bottle now features a nettedstyle background to imitate the country’s rolling hills. Lucozade Ribena Suntory suggests that wholesalers take into account the cross-category opportunities when engaging with their customers. “By laying out the depot with complementary products close by, or with considered flow, retailers will be encouraged to add additional purchases to their shopper mission that they associate with the food-to-go occasion,” says commercial marketing director Mark Sterratt.

‘For retailers and wholesalers operating a smaller store format, disruptive points of sale are vital’ Mark Sterratt, Lucozade Ribena Suntory’s commercial marketing director “For retailers and wholesalers operating a smaller store format, with time-pressed customers who don’t walk down every aisle and tend not to buy on impulse, disruptive points of sale are vital. In particular, wholesalers should make use of manufacturers’ PoS materials.” Britvic also highlights the need for the convenience channel to make the most of consumer trends in the face of competition from multiples and foodservice operators: “With the impulse market under-trading in low-calorie soft drinks versus the grocery mults, the take-home message is that there is a huge gap to be filled through healthier soft drinks in convenience,” advises Trystan Farnworth, commercial director of convenience & impulse.

WATCH YOUR Sales Sizzle

with our BRAND RE-LAUNCH

TIME TO...

STOCK UP TODAY FOLLOW US ON TWITTER @KEPAKTRADE WWW.KEPAKTRADE.CO.UK

Sources: * HIM! Retailer Survey December 2016

CHECK OUT OUR Â£2.5M

MARKETING CAMPAIGN #WHATATIMETOBEALIVE

[ FOOD & DRINKS ON THE GO ] AG Barr’s range of prisma packs answer the need for convenience that on-the-go consumers seek. “Our prisma packs are the perfect format to accompany food to go as they are resealable and 330ml adult sized,” says marketing director Adrian Troy. “The cartons also protect the product, keeping it at its freshest for the best flavour delivery.” The format is available for Rubicon, KA, Snapple and Sun Exotic brands. Troy adds: “Chilled soft drinks play a vital role as ‘drink now’ sales, which account for more than three-quarters of all soft drinks sales in impulse.” AG Barr’s extensive soft drinks offering includes Irn-Bru, the Barr family and Rockstar. Sun Mark’s Bulldog brand has been reformulated to keep up with the shift towards protein drinks in healthier on-thego beverages, and now contains amino acids as well as reduced sugar. Although still an energy drink, the new recipe has been designed to prevent muscle loss and enable longer

The food-to-go mission: IGD insight Health and wellness Shoppers are increasingly aware of health and wellness, and food-to-go operators are expanding the variety of flavours and products available to meet this demand. Foods that support active lifestyles and tick the box for dietary needs are performing well, while wearable technology and apps are helping shoppers to better understand the nutritional and calorific value of what they consume. UK food-to-go shoppers are especially interested in products that suit particular diets, with 34% looking for a larger range of vegetarian products, 25% more dairy-free products and 23% more vegan or gluten-free options. Increasing focus on alternative missions By ‘alternative missions’, the IGD means food-to-go occasions beyond coffee or lunch. Although many retailers and specialists are focusing their efforts on breakfast, this a relatively small market and spend per trip can be quite modest. The IGD is therefore expecting to see broader focus on alternative missions at different times of day – for example a post-work snack or post-gym energy boost. More fusion between retail and food-to-go concepts Grocery retailers across the world are looking at how they can better cater for the food-to-go opportunity. For smaller retail formats, Irish retailers are setting a great example – Musgrave’s Centra has been extremely progressive in how it delivers a compelling food-to-go offer, a convenience store and an enticing eat-in area in one single space. The IGD expects more of this to follow in 2017 and beyond, as more retailers look to capture a share of the growing food-to-go opportunity.

June 2017

www.cashandcarrymanagement.co.uk

workouts. Brand marketing is focusing on the smartphonecentric demographic for growth. “Having in your range an affordable brand with a growing, loyal fan base is, in my opinion, a wise idea – there is no loyalty in the rock-bottom value end,” says Dharmesh Sorathiya, head of sales and marketing.

Morning routines It’s not just lunchtime that continues to reflect the on-the-go trend. “Food to go has spread into the breakfast category, and on-the-go breakfast formats present an extremely important opportunity for wholesalers,” says Susan Nash, trade communications manager at Mondelez International. “It’s important to consider times of day when merchandising. Breakfast and lunch are all about routine and convenience, whereas afternoon is about hunger and wanting a treat.” The belVita range is the UK’s No.1 healthy biscuit (Nielsen). Range growth has seen the launch of belVita Duo Crunch Chocolate Hazelnut in the UK, available in 253g multipacks of five with an rsp of £2.79. Brand activity continues with an on-pack promotion offering consumers the chance to win one of 2,000 Tassimo machines by entering a barcode number online at www.belvitaprize.co.uk. The competition runs until midSeptember and is available on 300g promotional packs. Lantmännen Unibake UK is capitalising on the Scandinavian ‘hygge’ trend to encourage spending at breakfast with its selection of savoury and sweet pastries. “The viennoiserie in-store category has seen consistently strong growth, with a value increase in in-store bakery of 8.8% to £96.2 million and unit sales up by 11.5% year on year (Nielsen),” says assistant brand manager Samantha Winsor. “Miniature formats provide customers with the option of innovative mini pastries, ideal for fickle or health-conscious consumers looking for small indulgencies.” As a nation of tea drinkers, the UK’s fondness for a cup of tea extends to on the go, with almost 20 billion cups of tea consumed out of home (MCA Allegra). Tata Global Beverages recommends that retailers fully consider the breadth of opportunities. “Catering to these purchase opportunities is essential for those looking to capitalise on the growing on-the-go market,” says Marshall Kingston, senior brand manager at Tetley. “Hot drink consumers have a higher than average demand for quality products when buying hot drinks out of home, and expect the taste and preparation of their favourite beverage to be precise.”

[ FOOD & DRINKS ON THE GO ] Healthier snack choices Energy-producing snacks are being increasingly favoured by shoppers as consumers try to incorporate activity into their daily lives, while health is also guiding choices across the shopper mission. Wrigley’s £248 million gum portfolio makes the most of the on-the-go category, with consumers encouraged to chew sugarfree gum after eating and drinking to help with oral health; the supplier’s sugarfree products now account for 97% of its gum sales. “It’s important for retailers to understand that gum is a healthy option to associate with food on the go, as well as placing at the till point,” says Julio Guijarro, marketing director at Wrigley. “We know that consumers are looking for healthier snacks to eat when they are out and about,” says James Newitt, managing director at Meatsnacks Group. The company produces jerky and biltong as a high-protein, low-fat snacking option, and has recently added Men’s Health Fuel Beef Jerky 30g bags to the range. The supplier advises retailers to merchandise the products near the till point as an impulse purchase alongside other savoury snacks, as the jerky and biltong market is growing and already worth £20 million (IRI). Jack Link’s brand Peparami is also targeting the beef snacking market, having added Peperami Beef to its portfolio in March. The launch is being backed by a six-figure marketing campaign that includes a Beef Tour sampling event throughout June and July, along with TV sponsorship and a partnership deal with Comedy Central UK. PR and TV advertising campaigns are supporting the in-store promotions. Offering alternatives to the standard crisp snack, Amplify Snacks has extended its Tyrrells range of vegetable crisps with Maple Veg crisps, which come in 40g bags (rsp £1). “English provenance is at the heart of Tyrrells hand-cooked crisps – this is something they embrace when developing new flavours,” says Cath White, senior marketing manager. Kraft Heinz responded to the demand for healthier snacking from consumers with the relaunch of Planters last year, which saw it rise to £1 million in retail sales by March. Planters Health range targets those with nutrition at the forefront of their mind and comprises Energy Mix, Health Mix and Protein Mix, while the Planters Trail Mixes offer a sweet and savoury snack combining nuts and chocolate, nuts and fruit, and nuts, seeds and raisins. KP Snacks is catering to consumer trends with a new format targeting younger shoppers. With Mintel research

June 2017

www.cashandcarrymanagement.co.uk

showing that 79% of 16-24 year olds snack at least once a day and 55% of this demographic want more conveniently packaged options, the manufacturer has launched a new on-the-go range from its KP Nuts brand. Available in Original Salted Peanuts, Dry Roasted Peanuts, Fruit & Nut Energy Mix and Orange Nut Fudge Energy Mix, the range is available in cases of 16 (rsp 89p) and supported by a £3 million marketing spend. The supplier has also increased its core flavour range to include 225g Salted Caramel and Smokehouse BBQ SKUs (rsp £2.29). Kerry Foods is also tapping into the potential of on-the-go snacking and benefiting the retailer at the same time. Its trade competition, running throughout the summer, enables retailers to win £150 worth of experience vouchers by visiting www.chilledexperts.com/aboutus/competitions/ and is designed to help with summer ranging. “Retailers need to ensure they are prepared and plan ahead to maximise the sales potential,” says Ian Garrett, sales director for convenience at Kerry Foods. “Our internal data suggests that with the right range, promotion and merchandising, retailers could see an uplift of 8% or more in their chilled snacking sales during this key season.” The manufacturer is catering for evolving tastes and nutritional requirements with its Fire and Smoke snack pots range and GoGos cheese snacks, which offer protein boosts to consumers, along with a limited-edition Attack A Snak variant – Ham ‘N’ Cheese with Mexican Mayo (rsp £1.50). In kids’ snacking, Mondelez International aims to continue the growth of its Dairylea snacking cheese brand with Dairylea Dunkers Nachos. “We have seen large growth in the cheese snacks segment which is closely aligned to mums looking for convenient solutions for kids’ snacking,” says CCM trade communications manager Susan Nash.

For further information: Adelie Foods (0333) 003 7843 AG Barr (01204) 664200 Amplify Snacks (01568) 720244 Britvic (0845) 758 1781 Jack Link’s (0870) 820 0316 Kepak (01772) 688300 Kerry Foods (01784) 430777 KP Snacks (0845) 601 7583 Kraft Heinz (0800) 528 5757 Lantmännen Unibake UK (01276) 850500 Lucozade Ribena Suntory 020-3727 2420 Meatsnacks Group (0800)195 6438 Mondelez International (08702) 400861 Radnor Hills (01547) 530220 Sun Mark 020-8575 3700 Tata Global Beverages (0800) 387227 The Wrigley Co (01189) 317030

[ PRODUCTS & PROMOTIONS ]

CCEP makes a smart move in flavour

Summer fizz

The supplier is also carrying out a nationwide sampling campaign for its Coca-Cola Zero Sugar brand. Samples are being distributed to households, offices, regional train stations, tube stations and shopping centres during the summer, accompanied by a voucher for a free bottle of Coca-Cola Zero Sugar, to encourage further trial. CCEP (01733) 828000

Renowned Cava producer Freixenet is launching a new prosecco in the UK this summer. Having conducted ‘taste test’ research with a panel of 300 consumers, it believes the new product to have the perfect flavour profile for the British palate. The premium prosecco has fresh floral and citrus aromas, along with flavours of ripe lemon, green apple and grapefruit. Striking cut-glass packaging increases on-shelf standout for the product, which has a rsp of £12. Freixenet will showcase the new prosecco across the UK in its vintage van as part of a summer tour of its portfolio. The tour will include events like Sound City, Kew the Music, Kendal Calling and Bestival. Freixenet UK (01344) 758500

Fruit refreshment

Tapping into tape

Lower fat message

Kopparberg is expanding its signature range with a new Blueberry & Lime variant. The leading Swedish fruit cider brewer is launching the 4% abv product in the on-trade and off-trade in time for the summer months. The 500ml bottles have an rsp of £2.20. Rob Salvesen, senior marketing manager, says: “This new exciting variant offers fruit cider drinkers a wider choice in our portfolio. We expect to see Blueberry & Lime become a permanent fixture in the Kopparberg family with early performances proving extremely positive.” Cider of Sweden (0560) 118 5623

Wrigley has introduced two new flavours in its Hubba Bubba Bubble Tape portfolio, exclusively for the independent sector. Cola and Fancy Fruit Bubble variants are available in 180cm tapes (rsp 92p, 12 per tray). With cola and fancy fruit having a proven track record of performing well in other markets, Wrigley hopes to drive category growth in the UK. “The bubblegum flavour of the Fancy Fruit product is the most incremental flavour in the gum category after mint, and represents a huge sales opportunity,” says brand manager Claire Domoney. The Wrigley Co (01189) 317030

PepsiCo has rebranded its Oven Baked range from Walkers to highlight the 50% less fat element. There is also a new variant, Roasted Chicken & Thyme, in a multipack with an rsp of £1.80. The Oven Baked Crispy Crackers range also has a new addition, Italian Herbs. The variant joins Mature Cheese and Salt & Vinegar flavours, with all three now available in multipacks with an rsp of £1.65. “With customers looking for healthier options when snacking, we are delighted to be offering two new flavour extensions,” says marketing director Thomas Barkholt.

PRODUCT OF THE MONTH

Coca-Cola European Partners is launching three Glacéau Smartwater products. Sparkling Berry & Kiwi, Lemon and Green Apple variants have zero sugar, zero calories and all-natural flavours, and are available in 600ml PET bottles (rsp 95p). The launch is backed by an ongoing £5.4 million national Smartwater sparkling marketing campaign that includes advertising, PR, sampling and PoS materials.

June 2017

www.cashandcarrymanagement.co.uk

PepsiCo (0118) 930 6666

[ PRODUCTS & PROMOTIONS ]

Back on TV

Big investment

Live action

Pernod Ricard UK has unveiled a new TV campaign for Malibu, marking a return of the UK’s No.1 coconut flavoured rum (Nielsen) to TV screens after a four-year absence. On air until July, the ‘Because Summer’ advert features four alternative endings promoting popular serves using Malibu, as well as the brand’s ready-to-drink cans, which are available in three flavours. The ’Because Summer’ campaign first ran on social media channels last summer. Online activity will also feature this year, along with PoS materials for retailers. Pernod Ricard UK 020-8538 4484

Burton’s Biscuit Company has launched Maryland Thins in two flavours, Milk & Dark Choc Chip and Salted Caramel. Targeted at 25-45 year olds looking for lighter snacking options, the new product (rsp £1.49) comes in 128g shelf-ready packs in cases of nine. Maryland Thins feature a fresh new look for the £50 million brand (Nielsen) and this is currently rolling out to the rest of the range, supported by digital and social media activity. Further investment for Maryland, which is growing at 10% year-on-year (Nielsen), includes TV advertising to be aired at the start of 2018. Burton’s Biscuits (01727) 899700

Boost Drinks’ ‘Release the Boost’ campaign is running during the summer to drive brand awareness, engage consumer audiences and amplify the Boost brand through its social channels. The campaign will cover radio, outdoor and digital media. Experiential activity using Facebook Live launches this month, with weekly clues leading to prizes extending the experience into the summer. Radio promotion takes place in Manchester, Birmingham, Yorkshire, the north east and London. Vouchers will be sent to 4,000 retailers nationwide, with in-depot theatre and new PoS for support in store. Boost Drinks (0113) 240 3666

Sausage showcase

On-trend flavour

New PET format

Kerry Foods’ Richmond sausage brand has undergone a redesign to showcase its quality credentials and modernise the brand. The introduction of the fresh range last month will be followed by the frozen range in August. The launch is supported by a £5 million investment incorporating TV, radio, digital, sampling and in-store campaigns. Further activity sees the Perfect Bake range renamed as Oven Ready, to highlight the benefit of the oven-ready griddle tray included with the products. Outer packaging features photography with meal inspiration for shoppers. Kerry Foods (01784) 430777

Kettle Foods has launched a Salted Caramel flavour of its popcorn brand Metcalfe’s skinny. The variant is available in sharing bags (rsp £1.59) and impulse bags (rsp 79p). It is suitable for vegetarians and contains 30% less saturated fat than typical salted caramel popcorn available on the market. The brand is also extending its packaging redesign, introduced last year, to its popcorn crisps, popcorn thins and rice cakes. The new creative combines bold colour schemes with simplified layouts and messaging to provide additional on-shelf stand-out.

Hall & Woodhouse has launched its Rio Tropical in a 500ml PET bottle. The new format offers convenience retailers greater flexibility and is exclusive to wholesale. This activity follows the Brazilian street art-inspired redesign, and will be followed by the launch of Rio Tropical Light and £1 price-marked packs in the same format in July. “We expect the pack to unlock new opportunities for retailers whose soft drinks range may focus on a bottle format and meal-deal activity,” says brand manager Danielle Obbard. Bespoke PoS kits are available for retailers. Hall & Woodhouse (01258) 452141

Kettle Foods (0800) 616996

www.cashandcarrymanagement.co.uk

June 2017