Cash & Carry Management May 21 by Cash & Carry Management

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SPOTLIGHT: DARREN LABBETT OF WOODS FOODSERVICE

THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS

Investigation

Career opportunities for young people in the wholesale trade

GOING PUBLIC

Plan to join AIM values Kitwave at £105 million CATEGORY INSIGHT

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Contents

May 2021

This month don’t miss... 08 6

After 33 years at Costcutter, Antony Downing joins Parfetts.

Bestway announces management team for new retail division.

Wing Yip is one wholesaler that actively supports young people.

ESSENTIALS 07 08 42

Editor’s Comment Industry News Products & Promotions

FEATURES 14

In Focus Four wholesalers explain their approach to engaging with young people and the business benefits they gain by doing do.

Sugro Conference Sugro has achieved a 20% increase in sales so far this year and has several initiatives in development that will further enhance its service for members.

Darren Labbett of Woods Foodservice says that achieving a work-life balance is easy when you enjoy what you do and employ good staff!

Spotlight Darren Labbett, managing director of Woods Foodservice, a Confex member.

Product of the month

CATEGORY INSIGHT 21 24

Bakery Soft Drinks Suppliers are investing in NPD and marketing activity to put the sparkle back into the soft drinks sector after a challenging year.

38 41

Beers Wines & Spirits Update

The soft drinks industry is hoping for a good summer.

Suitable for vegetarians: two new products from Haribo.

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May 2021

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[ EDITOR’S COMMENT ]

Give young people a leg-up

oung people have shouldered the worst of the unemployment crisis during the COVID19 pandemic, according to a recent report by the Learning & Work Institute and The Prince’s Trust. The study found that under 25s have accounted for three in five jobs lost during the pandemic. What’s more, the outlook is worse for young people than older workers because they are underrepresented in sectors such as health and social work that are likely to see the strongest growth. Leaving school or graduating from college or university should be an exciting time for young people as they look to move into the world of work. Instead, right now, many face uncertainty as their search for a job is stymied by the low number of vacancies, due in part to firms prioritising getting back on their feet and taking care of existing employees. I know through conversations with my ‘children’, who are graduating from college/university this summer, that many of their peers do not have anything lined up to take them on their preferred career path. Some continue their long search for their dream job, while others have accepted any post they can get as a stop-gap. It’s a sorry situation. For this issue of Cash & Carry Management (pages 14-16), Abigail Brierley, a student at Durham University, looked into employment opportunities for young people in wholesale.

THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS

Career opportunities for young people in the wholesale trade

GOING PUBLIC

Kirsti Sharratt Managing Editor

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SPOTLIGHT: DARREN LABBETT OF WOODS FOODSERVICE

Investigation

She found that Brakes, Parfetts, Pricecheck and Wing Yip all offer great opportunities, including placements and graduate roles, and all have continued to run these programmes despite the huge challenges of the pandemic. These wholesalers highlight the value that young people bring to their business – from enthusiasm and a fresh perspective to the latest knowledge in areas like technology. They also say that employing young people can help to develop the skills of existing staff members who train and mentor the recruits. Brakes’ HR director Margaret Gooch sums up why young employees are so important: “Their fresh and innovative ideas are contributing to the modernisation of our business, challenging the status quo and making Brakes a better place to work for new and existing colleagues.” Of course, not all wholesale firms are able to offer structured internships, placements or graduate roles, but even providing work experience is usually greatly appreciated by the individual concerned. Altruistic reasons aside, it makes good business sense to engage with young people. As Pricecheck’s joint MD Debbie Harrison says: “If you’re willing and have the capacity to invest in the next generation, then you’ll reap the rewards as that individual grows alongside you.”

MAY 2021

CATEGORY INSIGHT

Soft Drinks Beers Wines & Spirits

EDITORIAL Managing Editor Kirsti Sharratt Contributor Abigail Brierley Contributor Kevin Whitlock ADVERTISING AND MARKETING Publishing Director Martin Lovell Media Sales Manager Clare Phillips 4,448 July 2018 – June 2019 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

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May 2021

[ INDUSTRY NEWS ]

Kitwave Group to float on AIM Kitwave Group plans to join AIM, the junior market of the London Stock Exchange, on 24 May, in a move that will value the company at £105 million. Founded in 1987 following the acquisition of a single-site confectionery wholesale business in Tyne and Wear, Kitwave today has a network of 26 depots and offers a range of around 33,000 mainly impulse lines to 38,000 customers throughout the UK. By floating on AIM (Alternative Investment Market), the delivered wholesaler will raise £64 million through the placing of new shares at 150p each. Existing shareholders will sell stock worth £17.6 million. “We are delighted with

CEO Paul Young (right) and chief finance officer David Brind.

the strong support shown by our new investors, which we view as a highly positive endorsement of Kitwave’s strategy to grow,” said chief executive officer Paul Young. “To date, we have executed a highly successful buy-andbuild strategy, having acquired and integrated 10

wholesale distributors into the group since 2011, and we are confident that trading on AIM will enable us to continue to support this strategy. “Furthermore, the directors believe that admission [to AIM] will enhance the profile of the group and its brands, improve Kitwave’s position

with key suppliers, strengthen the group’s balance sheet, and provide the group with greater ability to incentivise and retain key employees going forward.” Kitwave has around 1,100 employees. On admission to AIM, the directors and senior management of the company will own around 22.3% of the ordinary shares. In the 12 months to 30 April 2020, the company’s revenue was £399 million. It posted adjusted earnings before interest, tax, depreciation and amortisation of £17.5 million. The company plans to use the proceeds of the placing to reduce its existing debt, as well as fuel its growth strategy. a Kitwave 0191-259 2277

Four years in a row Costcutter to Parfetts Failté Group has retained its AA grade BRC Global Standard accreditation for the fourth year in a row. CEO Jim Cummiskey commented: “The ability to pass such a rigorous audit for another year is a credit to Failté’s staff and the systems and working methods we have in place. “BRC is beneficial for Failté customers as it

demonstrates our commitment to deliver best practices in operating standards and proves that we maintain the highest control of quality and safety across the entire operation.” The BRC Global Standard for Storage and Distribution has been achieved by about 2,200 sites in 54 countries. a Failté Group 0141-548 6170

CEO Jim Cummiskey: ‘BRC is beneficial for Failté customers.’

May 2021

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Parfetts has recruited Antony Downing (pictured) to the new role of store development manager. He joins the wholesaler from Costcutter, where he supported retailers as the retail design manager. In total, he spent more than 33 years with Costcutter, and his expertise spans merchandising, store planning and retail design. At Parfetts, he will lead the development of new store formats for Go Local as

the fascia group aims to reach 1,000 retailers in the next two years. Commenting on his appointment, Guy Swindell, retail director at Parfetts, said: “Antony brings a huge amount of experience to this new role. We continue to invest in and evolve our Go Local fascia with new talented people that are dedicated to supporting retailers, along with new technology and services such as our innovative GOLD delivery service.” Downing added: “Parfetts and Go Local have built an enviable reputation in recent years and their focus on supporting retailers is second to none. I look forward to working closely with our retailers to optimise their store performance and help take their businesses to the next level.” a Parfetts 0161-429 0429

[ INDUSTRY NEWS ]

Health & wellness focus Tapping into the growing health & wellness trend was the focus of the latest instalment of Bidfood Kitchen, the wholesaler’s virtual customer development session. Accelerated by the pandemic, consumer’s attitudes and behaviours have dramatically shifted towards a stronger focus on wellbeing, reports Bidfood. A total of 75% of consumers say eating a healthy diet is important to them and over two-thirds say the pandemic has made them more concerned about their health overall (Bidfood/CGA). Focusing on the trend ‘wellness my way’, the session highlighted how operators could develop healthier food choices for these consumers when eating out, through insights, guides and recipe ideas.

Bidfood’s development chef Craig Miles (left) and food innovations manager Martin Eshelby.

Craig Miles, development chef at Bidfood, showcased recipes exploring functional ingredients and mood-boosting foods. The recipes spanned across all day parts. Commenting on the virtual event, senior customer marketing manager David King said: “From a recent survey, we can see

that three-quarters of consumers feel their food choices affect their energy levels and moods, so will therefore affect their diet and lifestyle choices. We wanted to give our customers insight into ways they can appeal to this consumer mindset when designing their menus. a Bidfood (01494) 555900

Cyprofood expansion Cyprofood has acquired the former Bestway cash & carry in Tottenham, London, adjacent to its existing site. The Sugro member has tasked an architect to redesign the warehouse and plans to relaunch it later this year under the Cyprofood banner, with a one-stopshop range that includes catering items, drinks, confectionery and fruit & veg. This will operate alongside its existing premises, allowing for the company’s planned range expansion. Since it was founded in 2007 as a 24-hour fresh produce wholesaler, Cyprofood has extended its product offering to about 3,000 lines. a Cyprofood 020-8801 0101

Advice for care sector caterers Country Range Group has launched the next in its series of menu solutions guides, with the latest brochure focusing on the challenging work of care sector caterers. The publication is available via the group’s digital and social channels in addition to its members’ digital channels. The guide focuses on the various areas of food provision that a care caterer needs to consider. It includes advice from care caterers and experts from the National Association of Care Catering (NACC), in addition to providing menu inspiration through a selection of recipes. The sections of the guide are:

Planning Your Plates: Focusing on all aspects of menu planning. a Nourishing Needs: Looking at the challenges chefs face on a daily basis in accommodating dietary requirements. a Time to Hydrate: Increasing the opportunities for hydration during the day. a

a Staying Active: Highlighting key dates and events that can provide inspiration for themed activities. a Keep it Clean: Looking at the importance of food hygiene standards. a Talking Tables: Taking care catering services to the next level: chefs from the sector offer advice. Emma Holden, Country Range Group marketing controller, told Cash & Carry Management: “Working in a care catering environment can be very challenging for chefs. “This guide aims to offer top tips and guidance on how they can navigate the sector and take their offering to the next level.” a Country Range Group (0845) 209 3777

Manager Hancocks has appointed Kelly Rodgers as the new manager at its Liverpool store. Rodgers (pictured) previously worked as restaurant general manager for KFC in Merseyside. Area manager Sophie Montgomery commented: “We’re delighted to welcome Kelly to the Hancocks team. She’s an asset to the Liverpool store and is the right person to lead it as life begins to return to normal.” a Hancocks (01509) 216644

www.cashandcarrymanagement.co.uk

May 2021

[ INDUSTRY NEWS ]

Sales director Thomas Ridley Foodservice is seeking a new sales director. “Having invested £8 million in the business in recent years we are now seeking a sales director to craft our future sales plan and to then successfully deliver it,” says the advert. “Within our bureaucratic-free organisation this is a fantastic and rare opportunity for a true leader to shape our sales culture.”

This role has become available due to the existing sales director Steven Lyons leaving to take on his first managing director role. Thomas Ridley Foodservice has two depots – one near Bury St Edmunds where its head office is based and the other at Paddock Wood, Kent. The company’s 2021 full-year sales are expected to be more than £60 million. People can apply for the sales director role via LinkedIn or by sending their CV to justin.godfrey@thomasridley.co.uk by 29 May. a Thomas Ridley Foodservice (01359) 270536

Nisa Expo Nisa has announced that its Expo will take place on 28-29 September. Like last year, it will be a virtual event. “As we learned from last year’s event, the use of the virtual platform made the event far more accessible to partners,” said chief operating officer John McNeill. a Nisa Retail (01724) 282028 10

May 2021

Management restructure Further to its acquisition of CSG (Costcutter Supermarkets Group) in late 2020, Bestway Wholesale has announced a restructure of its senior management team. Mike Hollis, formerly retail director of CSG, has been appointed as Bestway retail director. Reporting to managing director Dawood Pervez and based out of York, Hollis will lead a new retail division focused on helping independent retailers to grow their food and drink business. Other key members of the new retail division are: a Paul Adams (head of symbol fascia) a Duncan Jelfs (head of franchise) a Clive Binks (head of corporate stores) a Frankie Haynes (head of central operations) a Jamie Davison (head of store recruitment and development) The company’s buying

Dawood Pervez: ‘The time is right to make changes.’

and marketing teams will now be managed centrally for all cash & carry, convenience, off-licence, catering, pet specialist and export customers under the leadership of Kenton Burchell who will take up the new role of group trading director. The restructure supports Bestway’s vision to bring Bestway Wholesale and Bestway Retail together, enabling the organisation to harness its growing scale and talent. Pervez commented: “The

time is right to make changes as an important step in delivering future growth and ensuring we continue to meet the needs of our customers as behaviours change and opportunities grow. “We are now bringing together our off-licence led business in Crewe (including our Bargain Booze and Wine Rack brands) and convenience-led business in York (including our Costcutter and sub-brands Mace, Kwiksave, Simply Fresh, Supershop brands) and Best-one convenience, as one team within Bestway Retail. “Importantly, we will continue to operate out of both sites, which will each become a centre of excellence for off-licence and convenience respectively.” Bestway’s specialist pet business continues to be managed from its Huddersfield premises. a Bestway Wholesale 0208453 1234

Improved ordering app from JJ JJ Foodservice has launched a faster and easier-to-use ordering app following record orders on its app and website in 2020. At the height of the pandemic, 85% of orders were made online, versus 70% for the same period in 2019. Mobile users have grown even faster, with 49% of orders made from a mobile device in January 2021 compared to 32% in January 2020. “Our customers are busy people, so we’ve invested in making online shopping even easier,” said Mick Dudley, chief technology officer The new JJ app offers easy access to the full range

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of products, securely and on the go. Visitors can shop using products saved in their ‘favourites’ or ‘previous orders’ and have the flexibility to amend or save their

shopping basket at any point. New swipeable banners allow products to be searched quickly, by category, and a predictive function automatically suggests relevant products. In a separate development, JJ Foodservice is offering discounted mental health first aid training to restaurant managers. The company will host a Mental Health First Aid training session with Aiding Mental Health at 20% off the usual price. The four-hour online course costs £100 plus VAT. a JJ Foodservice (01992) 701701

[ INDUSTRY NEWS ]

Fast roll-out of CJ’s food-to-go brand SPAR Scotland wholesaler and retailer CJ Lang & Son has hit its target of installing its CJ’s food-to-go brand into 65 of its 108 own stores by the end of April. CJ’s is the overarching food-to-go brand, which is available in the stores alongside other food-to-go brands including Costa Coffee, F’real milkshakes, Rollover hotdogs, Kepak, Dunkin Donuts, Greencore, Tango, Skwishee and CSM. The food-to-go rollout programme also includes a hot breakfast and lunch offer, as well as a range of rolls, cakes, sweet treats and hot savouries from local bakery suppliers. These companies, which include McGhees, Asher’s, JG Ross, Stuarts, Browning’s, Nevis, Kerr’s and Goodfellows, are local to the stores and well known in the communities, which gives CJ’s a unique local link.

Pick & mix

Plans are in place to complete the installation of CJ’s into all company-owned stores by September this year. In addition, SPAR Scotland is looking to roll out the concept to independent SPAR retailers. CJ’s represents the biggest investment by SPAR Scotland for many years. The business has taken inspiration from visiting SPAR retailers in the UK and

Europe and the best stores in the UK and further afield, from the USA to Asia. Results to date have been excellent, reports the company. Over six million fresh morning rolls have been sold in CJ’s, and coffee sales are up by 138%. This has been driven by CJ’s now famous breakfast link deal, which sees a breakfast roll sell for £1 with any coffee. The halo effect is also tangible, with

Top marks for Castell Howell

Hancocks has introduced several new pick & mix lines. These include Kingsway Mallow Tube, Mallow Bears and Mallow Filled Strawberries in 1kg bags, and Marshmallow Pigs (pictured) in 900g bags.

Also new are Kingsway Happy Flowers gummy sweets in 3kg bags and Kingsway Veggie Sour Mini Tongues (2kg), as well as Vidal Veggie Fizzy Slices (three flavours, each in 1kg bags). a Hancocks (01509) 216644

growth seen especially in soft drinks and fresh foods. “We have exciting plans to further grow our menu and continue to develop our ‘food for now’ whilst also offering great ‘food for later’,” said Stephen Brown, head of food to go. “There is a strong new product development pipeline in place to take advantage of seasonal and new trends.” SPAR Scotland has developed its own compliance app to help stores and area teams who are providing practical support and coaching to ensure consistency. “We see food-to-go as one of the fastest growing categories within our stores, and with this huge investment we are making, we are confident that SPAR in Scotland is leading the convenience sector,” concluded Brown. a CJ Lang (01382) 512100

Castell Howell, based in Carmarthenshire, has been awarded the highest level AA grade BRC Global Standard accreditation. Developed to identify best practice, the BRC Global Standard for Storage and Distribution is designed for logistics operations dealing with food, packaging, and consumer products.

A Caterforce member, Castell Howell was awarded the top grade as it demonstrated the highest quality product safety, integrity and legality throughout the storage and distribution process. Director Matt Lewis commented: “We’re absolutely delighted with this recognition. Not only does this reflect the incredible hard

work of our team, particularly during the challenging period of the pandemic, but it also provides Castell Howell customers with complete peace of mind that they will receive the very highest level of service from our dedicated, hard-working team.” Richard Davies, head of compliance, added: “This accreditation is testament to the continued efforts of our loyal workforce, effectively co-ordinated by Jayne Griffiths, food safety manager, and Beverley Thomas, technical supervisor.” Castell Howell is said to be Wales’s leading independent foodservice wholesaler. a Castell Howell Foods (01269) 846080

www.cashandcarrymanagement.co.uk

May 2021

[ INDUSTRY NEWS ]

SWA project aims to boost local sourcing The Scottish Wholesale Association (SWA) has embarked on a project to help its members and the wider wholesale sector engage with more local producers and help them access new markets. Working with the SAOS (Scottish Agricultural Organisation Society), the SWA is developing a Local Food Logistics strategy that will enable producers to better understand the role of the wholesale sector. Former wholesaler John Forteith, now an industry consultant, is project lead and chairman of the steering group set up to drive the initiative. Comprising executives from wholesale businesses across Scotland, the group is exploring how wholesalers are currently sourcing products from local

food producers, manufacturers and suppliers, identifying key barriers and establishing what is needed to increase local sourcing ability. A survey conducted by the SWA earlier this year showed that its members’ current local/Scottish food offering is typically around 30%. Colin Smith, SWA chief executive, said: “The SWA’s aspiration is to agree a target for increasing and benchmarking against this figure.” To help highlight benefits and learnings from using the wholesale distribution model, the SWA has enlisted the help of three different-sized suppliers – Summer Harvest Oils, Mackie’s of Scotland and AG Barr – to share their stories on how they ‘won in wholesale’. There are three phases to the project: phase one

‘A great success’ Unitas Wholesale’s 2021 virtual trade show, held last month, was a “great success”, with over 630 meetings taking place between wholesalers and suppliers, and wholesalers being able to access upweighted deals on more than 120 brands. As part of the three-day event, sessions were held in which selected suppliers showcased their latest new product developments for both the retail and out-of-home channels. Member wholesalers were also given an update on the latest services available to them through Unitas. The group’s MD John Kinney said: “The Unitas 12

May 2021

trade show is a key feature in the wholesale diary, and although this year we were unable to host the event physically, we have still been committed to supporting all of our members throughout the pandemic – running the virtual trade show is a great example of how we can achieve this. “The event was especially important for our out-ofhome wholesaler members as they start on their recovery journey as the sector begins to re-open. “I look forward to seeing the benefits from the trade show materialising in a strong sales performance in the coming weeks and months.” a Unitas (01302) 249909

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John Forteith: ‘Many firms don’t understand wholesale.’

(completed) involved identifying the best way for the industry to connect with producers; phase two is focused on creating an education and training programme that can be delivered either through SWA workshops or by individual members; and phase three will see local/regional trials supported by Scotland Food & Drink as well as the creation of an SWA directory for producers and suppliers

to use a means of connecting with wholesalers. Forteith commented: “We know that many food and drink companies – small and large, new and long-established – don’t really fully understand the wholesale sector and, crucially, how it could benefit their business. “Therefore, part of our work will include workshops hosted by SWA wholesalers at which producers and suppliers will hear directly from wholesalers about our route to market and the benefits, savings and opportunities it provides.” Wholesalers supporting the project include Braehead Foods, Williamson’s Foodservice, Lomond Wholesale, CJ Lang, Brakes Scotland, Total Produce, and JW Gray. a Scottish Wholesale Association 0131-556 8753

Wines for summer SPAR has launched four new wines in time for the summer. In a first for SPAR’s ownlabel wine range, two of the new lines come in a 2.25-litre bag-in-box format, four to a case. These are the group’s popular Crisp White and Fresh Rosé variants. Brand manager Adam Georgiou said: “The bag-inbox wine category has experienced double-digit growth over the last year, with this trend set to continue into summer 2021. “Priced at the great value price of £14.99, our two new bag-in-a-box SKUs are a ‘must stock’ for SPAR stores with their eye-catching packaging and on-trend format, which are perfect for the BBQ or garden party customer mission.”

Also new are Picpoul de Pinet (rsp £7.99) under the SPAR Regional Selection brand and Seashell Bay Sauvignon Blanc (rsp £6.99), a South African wine that joins the SPAR Exclusive range. Both new lines come in cases of 6 x 75cl and are available on promotion at £1 off the rsp from 20 May until 9 June. a SPAR UK 020-8426 3700

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[ IN FOCUS ]

Nurturing young talent in wholesale: the benefits for businesses and recruits By Abigail Brierley Exclusive report

he job market is a challenging place for school leavers and graduates at the best of times, yet the recently added insecurity brought on by the COVID-19 situation has left young people more concerned than ever. The wholesale industry has typically been very keen to engage with young people, and for many businesses the pandemic has not seen this stance change, despite the added logistical complexity. This is because companies recognise the mutual benefits that can be gained by providing placements and jobs for school leavers and graduates.

“As a company, we are very much about opportunities for all; however, we understand the benefits of recruiting young people as they can help build our talent pipelines,” she continues. “They allow for employee diversity and bring with them a different viewpoint and ideas. It also benefits our other employees as some go on to develop themselves by coaching and mentoring the younger workers.” Slater also highlights the career development opportunities for young employees at Parfetts: “Parfetts has tremendous success in developing employees who have joined our company whilst working part-time and studying at college and university. “We also have employees who have worked for the company since leaving

school, college or university that are now retail development advisers, general managers, and even a director. We would love for them to continue, and to that end, we have an exciting new scheme aimed at bringing more talent into our business, and this is being launched over the coming weeks.” Wing Yip, the UK’s leading Oriental grocer, offers a range of opportunities for university students. Director David Yip says: “At Wing Yip we are always keen to support young people and have been doing so for numerous years. We know that the past year has made it more challenging for young people to secure placements and progress in their careers, so it was especially important that we continued our work to support local students.”

‘Highly valued’ Parfetts highly values young people – under 24 year-olds account for over 20% of its employee demographic. As an employee-owned business, it views having a robust recruitment strategy as key to its continued success, and a major part of this is identifying young talent to develop within its in-house ‘Futures’ programme. This gives employees opportunities to learn about all areas of the operational side of the business while working, with a view to holding key positions within its depots in the future. Louise Slater, head of HR and compliance, explains how the pandemic has actually benefited the company’s recruitment: “We have seen a change in the backgrounds of our new employees that have joined Parfetts, especially in some of our younger recruits. “Some of them had set career aspirations in sectors that no longer took on apprentices or closed their graduate schemes. We have benefited from this and seen younger employees looking to change their career ambitions, say from working in aircraft engineering to having a career in the wholesale sector. 14

May 2021

Reece Rudman started with Parfetts on the checkouts a year ago and has progressed to the picking team. He is keen to become a retail development advisor in the future.

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[ IN FOCUS ] Despite the COVID-19 restrictions, the company has maintained its partnership with Loughborough University, whereby it offers five year-long, paid placements to students each year. The positions available are general management roles in each branch (Birmingham, Croydon, Cricklewood, Manchester) and one marketing role at the head office in Birmingham. Despite the experience being a very different one this year right from the beginning, with the application process having to be held via phone and video calls, and in-person assessment centre days cancelled, Wing Yip has continued to prioritise young people and ensure they get the most out of their placement.

‘Exciting opportunities’ The programme gives the undergraduates the chance to learn more about all retail functions, from purchasing, sales, warehouse operations and logistics to online store, finance, IT, property and investment portfolio management. “This helps to illustrate the wide range of exciting career opportunities available in retailing,” says Yip. Wing Yip also benefits from the scheme: “As much as we do to support everyone involved in the programme, we are very grateful for all the hard work and dedication shown by each student,” he adds. Undertaking a placement allows students to apply degree knowledge to real-life practice, gearing them up for the world of work. Alongside the placement scheme, Wing Yip runs a retail module in partnership with the business school at Loughborough University. Although Wing Yip does not currently have a formal graduate programme, it is developing one in house in recognition of the value that university leavers bring to the business. Yip explains: “Year on year we receive many applications from graduates for roles within the business. Those graduates that do come to work with us are incredibly driven and hardworking, meaning they tend to progress quickly.” Pricecheck also works hard to ensure it engages with and recruits young people into the business: “We’re really proud to have strong relationships with our local universities and we offer both graduate and paid placement

Roger Mortimore, a Loughborough University student on placement at Wing Yip.

opportunities each year,” says joint managing director Debbie Harrison. Harrison is an Entrepreneur in Residence at Sheffield Hallam University. “Ordinarily, this allows us some fantastic opportunities to welcome students for tours, attend careers fairs and lecture within the universities,” she says. “Without this, we’ve spent a lot of time attending virtual careers fairs and hosting Instagram takeover days, and we have turned to video to showcase life at Pricecheck much more. “We know that young people value so much more than salary; it’s about work-life balance, career opportunities and culture. We’ve had to be creative in how we can show all of these aspects while following government guidelines.” Last summer, Pricecheck recruited nine graduates and four placement students, and it is looking at a similar figure for this year’s leavers. More recently, it has also welcomed a number of apprentices, four of whom are in business administration and IT, and one of these

is actually completing his Level 7 studies – the equivalent of a Masters. By offering such a broad set of opportunities to young people, Pricecheck attracts a wide range of applicants, which has a positive impact on the company. Harrison explains: “We look forward to our graduate intake every year; they bring a new perspective and plenty of enthusiasm. Through education, they’re learning the newest techniques and platforms which are important for any business to be aware of. They don’t always accept the way something is done as being the best way. How they challenge processes and the way things work can really help to improve and develop a business.” She continues: “Our graduate programme also allows our experienced members of the team to offer training and mentorship, which in turn develops their skills too. If you’re willing and have the capacity to invest in the next generation, then you’ll reap the rewards as that individual grows alongside you.”

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May 2021

[ IN FOCUS ]

Richard Thompson (inset) joined Pricecheck 10 years ago as a graduate and is now IT director.

This is evidenced by the fact that of the 40 students since 2014 that have completed placements at Pricecheck, 12 are now in full-time roles. In addition, 11 of its 13 international account managers joined the company through its graduate scheme, and five of its buyers joined fresh from university. What’s more, the entire IT team – including the IT director Richard Thompson – started on a graduate or placement scheme. Brakes also actively encourages young people to work for the business, including through new government initiatives. It has roles in most of its key departments, including apprenticeships for school leavers within product supply and facilities, as well as graduate schemes within finance and operations. These programmes have been established for many years, with the number of places varying from year to year, depending on business requirements. In some of its schemes, Brakes takes around 10 people annually.

Olly Hacker completed Brakes’ supply chain & operations graduate programme in 2018 and went on to become a project support analyst.

May 2021

HR director Margaret Gooch explained why young people are a fundamental part of Brakes’ talent strategy: “One of the reasons that we’ve championed the role of graduate trainees and apprentices so strongly is because we can see how much value they can bring to our business, with new and different perspectives, experiences and needs. “Their fresh and innovative ideas are contributing to the modernisation of our business, challenging the status quo and making Brakes a better place to work, for new and existing colleagues alike.” The pandemic’s restrictions meant that Brakes, like all companies, had to quickly adapt. However, even though it was forced to switch its assessment centres to virtual ones, it continued to run its programmes for young people. Like other businesses, it experienced some challenges of running the programmes online: “Ensuring that new employees feel engaged and valued from day one is much more complicated in a virtual environment, so we have significantly enhanced our onboarding process to ensure our new colleagues recognise that they are a really important part of the business from their very first day,” Gooch explains. Brakes’ approach to nurturing its employees continues well beyond the initial months; indeed, it lasts throughout their time with the business, with a policy to promote home-grown talent whenever it can. “We are delighted with the long-term success that we’ve had in retaining graduates and school leavers beyond the scheme, as these are offered with a role in mind on completion,” says Gooch. “Additionally we have a number of graduates and school leavers who have moved into middle and senior management positions in our business. “We are really clear about the fact we need to grow, develop and build our talent pipelines to sustain our future.” The fresh faces, fresh ideas and fresh perspectives that young people bring to the table can help keep companies modern and ultimately drive businesses forward. By continuing to invest in young people, companies are investing CCM in their own future too. Abigail Brierley is in her second year at Durham University, studying for a BA in International Relations.

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Viewpoint: students from Loughborough University on Wing Yip placements “It’s very important to invest in young people’s careers, both on an individual business level and a wider industry and economic level. “Young people fresh out of school or university still have that learning mindset and can often soak up knowledge and new skills quickly, as well as offering a fresh perspective. “Investing in young people’s careers can also help to ensure that the next generation of management is competent and able to carry a business in the right direction.” Jack Shillinghaw “Young people can bring a variety of talent to an organisation. They tend to have fresh, creative ideas and are eager to make an impact, hence investing the time to help them flourish can ensure that the business is thriving and flowing with new and innovative concepts.” Harveet Thethy “Young people always bring a new way of thinking to a business. It is important to get the best and brightest young talent in the business for future development.” Roger Mortimore “It is imperative that you believe in young people and invest in their future. Young people have been hit extremely hard by the pandemic and job losses, so it is especially important this year that companies continue to employ graduates and students.” Heather Swindlehurst

[ SUGRO CONFERENCE ]

‘Sugro hits the sweet spot’ The alignment of traditional values with an effective commercial strategy is designed to bring more success for Sugro.

ith growth in sales of 20% so far this year – and a 49% rise in March alone – Sugro is on an upward trajectory thanks in part to strong leadership that has given the group greater stability. Managing director Neil Turton resigned from Sugro at the start of 2020 but agreed with the board to remain in the post during the COVID-19 crisis and later confirmed that he intended to stay. “I’m here for good now – or for as long as they will have me!” he reiterated at the group’s virtual conference earlier this month. “Stability is important. It was lack of stability that caused Sugro some issues a couple of years ago and we now have that stability back. “Ironically, we are probably the most stable buying group out there now, and that brings new members to us, gives suppliers the confidence to invest from a trading point of view, and helps me to build a team in Nantwich [Sugro HQ] that is confident about the future of the

The Sample Box scheme is one development offering added value to members.

May 2021

Neil Turton: ‘We expect to grow more.’

organisation and motivated on a day-today basis.” Turton continued: “In April last year, when the pandemic hit, our sales fell by 24% and we were really quite worried about what the year would bring. However, through the resilience of our members and suppliers, we ended the year at +12%, which is an achievement we’re really pleased with. “In fact, because of new suppliers joining Sugro and our push into grocery for the first time, the amount of business going through our total organisation in terms of the overrider schemes grew by 20%. That bodes well for the future as we diversify from our traditional confectionery, soft drinks and snacks base into new categories.” Since the start of 2019, Sugro has gained more than 40 new supplier partners as a result of its diversification into toiletries and household goods, as well as groceries. It has also welcomed 12 new members, adding £176 million worth of turnover to take its total group turnover to £1.46 billion. Sugro now has 80 wholesaler affiliates – 62 full members and 18 Acorn members – and all are family businesses. “I think that Sugro hits the sweet spot for wholesalers of between £5 million and £75 million of turnover,” said Turton. “Where in other groups they may be less of a priority, in Sugro they are really looked after. We like to stay close to them and the same applies to our suppliers as well. “These are the traditional values on which Sugro was built, and if we can

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align these values with a really effective commercial strategy – delivering the objectives that suppliers want and using modern techniques in digital marketing – then I think that Sugro will have a bright future.” He added: “We are looking to the future in all sorts of different ways – for example, our digital app is driving new business; we are helping our members become ecommerce enabled; we are working with TWC on how we best use our data; and we are looking to use our strengths and community spirit within Sugro to bring in new members as well.” Some members are reporting that up to 30% of their total sales are now going through the digital platform, and Sugro’s focus on B2B and B2C digitalisation will continue, said head of trading & marketing Yulia Petitt. She also highlighted the group’s Sample Box initiative and partnership with Enable – which will allow members to track their own overrider earnings against maximum targets set by suppliers – as developments that offer added value to member wholesalers. Sugro has also embarked on a new project focusing on procurement services, working in partnership with Hawtrey Dene to improve the quality and return on investment for members across a range of categories including insurance, utilities, logistics, and security, reported business development manager Tabitha Hunter-Smale. Hawtrey Dene will conduct individual reviews for members, as well as looking into group buying opportunities. Sugro plans to sign up three to four of its members to trial the initiative and will present case studies at its autumn conference before rolling out the service to the whole membership. Concluding the presentations, Turton said: “In the wholesale world, we may not be the biggest but we certainly try to be the best. We have had a really great start to 2021. We are proud to be growing and expect to grow more in 2021.” a More than 800 meetings were held between members and suppliers as part CCM of Sugro’s virtual conference.

DID YOU KNOW? 10 packs soared to success last year, increasing in market share by 23%. They are now the third biggest pack size in the impulse channel, racking up sales of £392m in the last 52 weeks. With the end of national lockdown and summer socials fast approaching, get your orders in today! Make sure you don’t miss out by contacting your sales rep.

2. Nielsen 52 Weeks MAT WE27.02.21 3. Nielsen 52 Weeks MAT WE27.02.21

[ SPOTLIGHT ] Darren Labbett, managing director, Woods Foodservice

sponsored by

prepared fruit and veg, and freshly pressed and squeezed juices. We negotiated favourable terms on a new warehouse next door to our existing warehouse which will house a multi-temperature two-floored chiller to accommodate our new range. We updated our software to automate route planning optimisation and increase security. We are also updating the shop end of our website. What is your favourite film, book and song/piece of music? Favourite film: The Blues Brothers. Book: impossible to choose, I read nonstop! Song: Green Onions by Booker T & the MG’s.

A bit of a risk taker! What have been your biggest achievements in work and outside work? I took over Woods Foodservice in October 2000. The company had just turned over £1 million, made a small profit of £3,000, and was situated in rundown rented premises with very little in assets. Pre-COVID, we had a turnover of £20 million and I expect that to reach £50 million over the next few years. Therefore, my biggest achievement is turning a small unknown company into this multi-award-winning, carbon-neutral, BRC AA graded company that is widely regarded as the premium supplier to the quality sector of the foodservice industry in and around London.

What are your interests outside work? Running, cycling, swimming, hiking – I do one of these every day. Walking my dogs, Gilbert, a Boston terrier, and Barbara, a frug. Watching Arsenal. Cars: I have three Porsche 911s, a Triumph TR6 and a Porsche Boxster race car. Relaxing on my boat and obviously dinning out! Maintaining a work-life balance is easy: make sure you enjoy what you do and employ bloody good staff!

Who has been the biggest inspiration to you? That’s easy – my dad [Richard, who preceded Darren as managing director of Woods Foodservice]. He came from a very working class background but had an amazing work ethic and managed to be a great dad at the same time.

What has been your biggest challenge and how did you overcome it? My biggest challenge, without a doubt, has been navigating the business through the COVID crisis. I overcame it by treating the situation as a series of opportunities rather than impending doom! In the past year, Woods became carbon neutral and added a full range of fresh produce, including edible flowers, fresh herbs, fresh mushrooms and truffles, sea veg, micro and baby veg,

What did you want to be when you were growing up? My dad! 20

May 2021

How would you describe your personality and what approach do you take in business (and in life)? I would say I am goal orientated, good under stress and a bit of a risk taker.

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If you won a holiday, where would you go and who would you take with you? The South of France on my boat; as for who I would take, that’s a secret! What would people be surprised to know about you? I have been a single dad to three beautiful children for 10 years now. Holly is at the London School of Fashion and works two days a week for a real estate company in Marylebone; Rosie is just about to sit her A levels, has a place at Nottingham University and will be working her second summer here at Woods; and Lewis is still at school performing CCM sporting miracles!

All-roles experience Darren Labbett started at family firm Woods Foodservice straight from school when he was 16 and has had experience in every role since. The business was founded as Woods Caterfoods over 40 years ago by Labbett’s grandfather and was rebranded by Labbett when he took over as managing director in October 2000 – eight years after he first joined the firm. While working at Woods – a Confex member – Labbett studied a BTEC in business part-time at St Albans College.

[ BAKERY ]

Dough to be made There were around 815 million bakery occasions in 2020 (Lumina), with over half of Brits eating Danish pastries and croissants weekly (Opeepl), highlighting demand for mood food.

lthough there was a big switch from foodservice to retail in sales of baked goods in the past year because of the lockdowns, the re-opening of cafés, restaurants and hotels will bring opportunities to drive sales of bread, pastries and other bakery items as people increasingly choose to eat out or pick up a treat on the go. In both foodservice and retail, baked goods suppliers are focusing on innovation, as well as convenient and hygienefriendly solutions. For example, Lantmännen Unibake UK has developed a new range of fully-baked Thaw and Serve Danish Pastries, enabling operators without an oven to offer their customers a sweet treat at any time of day. Already listed by Brakes and Bidfood, the new range under the Schulstad Bakery Solutions brand consists of three individually-wrapped classics – Maple Pecan Plait, Vanilla Crème Crown and Apple Crown. There is also a Mini Danish selection – a handy variety pack of five modern favourites comprising Mini Maple Pecan Plait, Mini Apple Coronet, Mini Cinnamon Swirl, Mini Raspberry Square and Mini Blueberry Square. To complement the range, Schulstad Bakery Solutions is offering individually-wrapped Pain aux Raisins.

Lantmännen Unibake UK’s brands consist of Schulstad Bakery Solutions – high quality, ready-glazed Danish pastries, Viennoiserie, sweet treats, continental savouries, speciality and French breads, and dough pucks – and Americana fastfood breads. All products in these ranges are supplied ready to bake or as ‘thaw and serve’ for convenience. Meanwhile, for the retail sector, the Schulstad range includes Maple Pecan Plaits and Cinnamon Swirls, which are frozen and ready to bake by consumers. Brioche fits into the Viennoiserie category, which is doing well in the pandemic with a 16.8% increase in sales overall (Kantar). Brioche Pasquier reports that its brioche products have proved to be particularly popular. Retail sales manager Charlotte Hulbert adds: “As the country slowly emerges from the pandemic through 2021, economic uncertainty will remain an issue. We believe that consumers with rattled confidence will continue to want the type of bakery products that we can offer them. Reassuringly familiar, long-lasting, great tasting, versatile products which can be used for meals at any time of day will drive the bakery category forwards. “Our Croissants and Pains au Chocolat provide breakfast inspiration, our plain Brioche Rolls and Sliced Brioche Loaf are perfect at any time of day and our Pitch products please children with a sweet treat after school or sport.”

Control of costs and wastage The easy-to-serve Danish pastries are ideal for the out-ofhome, hospitality and leisure sectors, where operators do not have the facilities to bake fresh, and they also allow caterers to control costs and wastage. With 57% of consumers saying that they choose Danish pastries as a between-meal treat (Opeepl), they provide an incremental sales opportunity for operators. Paulina Gorska, marketing manager at Lantmännen Unibake, says: “As the go-to Danish pastry experts we’re dedicated to developing the latest innovations to save our customers valuable time. We aim to recommend the best solutions to help outlets achieve profitability, whilst also offering convenience and efficiency.”

Brioche Pasquier continues to be “firmly behind wholesalers and retailers”, supporting them with advertising and pack promotions. It also has a strong social media presence and offers recipes and competitions to engage consumers. As a business, St Pierre Groupe is up by 52% year on year, and its business through the wholesale channel is ahead by 32%. “That growth is no mean feat when you consider the challenges of the pandemic,” says Louise Reynard, commercial manager. “More impressive still is the fact that our figures in foodservice remained level, despite most of the sector being unable to operate for a large part of the year.” St Pierre is the UK’s No.1 brioche burger bun brand. www.cashandcarrymanagement.co.uk

May 2021

[ BAKERY ] “In-store, we have outstanding branding and display options, supporting retailers with creative free-standing display units (FSDUs),” says Reynard. “In the foodservice sector, we increasingly work alongside operators to improve the experience they provide with our brand. From branded greaseproof paper to marketing materials for menus, we are helping the whole sector to boost margins.” The St Pierre indiv i d u a l l y- w r a p p e d range was expanded last year with two new lines – Pains au Chocolat and AllButter Croissants – after a boom in takeaway coffee sales meant that operators not offering a hygiene-friendly food-to-go option were missing out. As a result, sales are up on that range too. The company has a series of campaigns planned throughout the year targeting both trade and consumer audiences. According to Reynard, the Baker Street brand is going from strength to strength, particularly in wholesale, where its extended-life proposition carries particular appeal. “The brand’s wholesale sales are up 26% year on year and, due to sustained investment, it is up 10% in foodservice,” she reports.

As UK consumers continue to be more adventurous with their food choices, speciality breads or bread alternatives have never been more popular, points out Kim Hartley, executive business development chef at Mission Foods. “Therefore, getting the right product to reflect the demands of the market is of the upmost importance for foodservice operators,” she says. Mission Foods claims to be the UK’s No.1 branded tortilla manufacturer and offers advice to foodservice operators on expanding menu choices with more speciality bread options. The Mission Naan Wrap is one of the company’s latest innovations and is designed for handheld and on-the-go menus. Another recent newcomer is Durum Tortilla, which has a Middle-Eastern taste profile and has been created for kebabs and other grilled meat or vegetable applications. New York Bakery Co, the UK’s favourite bagel brand (Kantar), has launched a £2 million advertising campaign titled ‘New York or Nothin’. The initiative is designed to reinforce to UK consumers that New York and bagels are synonymous and set the New York style bagel apart from its competitors. New York Bakery Co leads the branded ambient bagel category with a 57.8% share and is up in value by 32.9% year on year, ahead of the category, which is up by 25.9% (Kantar). Parallel to the TV campaign is a marketing push across print media, social media, PR and influencers.

During the pandemic, baking at home became a way for people to entertain themselves and their children (Mintel). Around 960 million loaves were baked at home between March and September 2020 (Lakeland). Carr’s Flour offers a selection of easy-to use bread mixes for use in a bread maker or by hand. Three premium products have recently been added to the range. These are Six Seed Mix, Malted Grain and Sundried Tomato & Chilli. Each mix comes in a 500g pack (rsp 95p) CCM and produces one large loaf or eight rolls.

For further information: Brioche Pasquier (01908) 266700 Carr’s Flour (01697) 333715 Lantmännen Unibake UK (01276) 850500 Mission Foods (02476) 710704 New York Bakery Co (Grupo Bimbo) (01622) 355410 St Pierre Groupe 0161-946 1355

May 2021

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PROUDLY PART OF LANTMÄNNEN UNIBAKE

2/3rd* of consumers prefer single serve sweet pastries individually wrapped. • Individually wrapped for freshness and convenience • Offer delicious pastries all day and drive sales

NO OVEN NEEDED

www.schulstadbakerysolutions.co.uk

[ SOFT DRINKS ]

Sparkling or still, fizzy or flat? What’s the state of play in soft drinks? And will innovation, promotions and price-cutting help this industry out of its pandemic-induced rut? Kevin Whitlock attempts to find out.

hanks to the COVID pandemic, it’s been a strange, often traumatic, year for all manner of markets – and none more so than for soft drinks. Retail sales (see boxout, page 28) have held up – just – but the almost total shutdown of the hospitality sector has hammered sales for many suppliers. Soft drinks were worth nearly £7.3 billion in the UK hospitality sector (CGA), and most of that has been wiped out since the first lockdown in March 2020. Growth in the grocery and convenience channels (and suppliers’ focus on these outlets in the past year) has offset the losses a little, but in no way mitigates them, and the soft drinks industry must be hoping as hard as the hospitality operators that the promised easing of lockdown next month (June) actually happens, and that no more restrictions are put in place moving forward.

Growth of larger packs Away from hospitality, although sales of soft drinks in retail have been shaken up, opportunities have also presented themselves. So, while restrictions on movement have affected single-serve and impulse formats and on-the-go consumption, large pack sizes have prospered as home consumption and sharing have grown – and new trends and consumption patterns are emerging. “The soft drinks category has been directly impacted by the varying degrees of lockdown and tier systems that the UK has experienced,” says Ian Patefield, GB wholesale director at Britvic. “The economic hardship that has occurred as a ripple effect from the pandemic has caused changes in the way consumers are behaving and valuing products. This has

Going against the grain Barr Soft Drinks made a bold statement last month when it announced that the “old and unimproved” version of Irn-Bru, Irn-Bru 1901, is returning to shelves permanently. Made to the original recipe, the ‘ginger nectar’ is packaged in 750ml glass bottles – just as it was in 1901. Marketing director Adrian Troy comments: “The authentic 1901 recipe came from a handwritten recipe book, which was stored deep in the archives for more than 100 years. Its distinct difference comes from its ingredients – quillaia for a frothy head, sweetened only with sugar and containing no caffeine.”

May 2021

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changed traditional shopping missions, purchases and overall basket spend, with many people now more mindful about their spending. “Looking to the months ahead, with the roll-out of vaccinations and the government’s roadmap, there is hope of a not-too-distant recovery and some semblance of normality. “As people start to feel more confident about returning to variations of their old day-to-day routines – whether that be attending small social gatherings or heading out for a summer’s picnic at the park – wholesalers will need to prepare accordingly to ensure retailers stock a range of soft drinks that cater for the latest consumer needs.” In February this year, pollster YouGov published some fascinating research into what makes people buy soft drinks (the figures cover the 52 weeks to 29 December 2020, so include nine months’ worth of lockdown data).

Reasons for buying “Quality of product” was cited as the most important reason for buying a particular soft drink, up six percentage points on the 2018-19 survey. Other reasons that have become more important over the course of the plague year include taste (56%, up 4%), well-known brand (44%, up 3%) and value for money (55%, up 2%); “nice packaging” and “good deals” have both declined in importance. And almost a third (30%) of consumers also expressed a preference for soft drinks with health-conscious recipes, such as ones that are low on sugar and calories. The data also revealed small upticks in the consumption of soft drink categories such as squash/cordials (3% increase) and fruit drinks/smoothies (up 4%) from 2019 to 2020. Notably, weekly consumption of bottled still water dropped by 5% in 2020 due to lockdowns cutting into consumer demand for away-from-home drinks.

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[ SOFT DRINKS ] Mix it up One market sector that’s done very well out of the pandemic is mixers, as consumers attempt to replicate the bar/pub experience at home – the sector has grown in value over the past year by 30% to £307 million (Kantar). “Mixers are the strongest-performing segment of the total soft drinks category,” says Kantar analyst Sam Plimmer. “The rise of the sector can only be linked to how in-home alcohol consumption increased throughout the COVID restrictions. In addition, more shoppers are buying spirits than wine for the first time, as shoppers expanded their alcohol repertoire thanks to NPD such as flavoured gins.” In order to tap into the enthusiasm for mixers (consumed with alcohol or increasingly on their own), Britvic has launched its branded tonic water into convenience for the first time, with the pub classic available exclusively to wholesale in an 850ml bottle in standard and low-calorie variants. The move will help retailers to capitalise on the rising demand for traditional mixing products at home, up 58% as a result of the pandemic, according to out-of-home commercial director Phil Sanders: “Although private label traditionally dominates the segment from a volume perspective (44%), branded mixers are adding more value with over three times the price per litre (£1.80 versus 50p). “Britvic mixers are the third largest mixer brand in out of home and a much-loved pub classic. We expect its popularity to translate into the at-home market too.” Also new in the mixers category is a 200ml range from Fentimans. Variants available are Premium Indian Tonic Water, Connoisseurs Tonic Water, Light Tonic Water, Ginger Beer, Ginger Ale, Soda Water, Rose Lemonade, Pink Grapefruit Tonic Water, Valencian Orange Tonic Water, Oriental Yuzu Tonic Water, Pink Rhubarb Tonic Water, and Tropical Soda. This innovation marks a move away from the Fentimans 125ml classic serve, which has been the anchor of the company’s mixer range over the last decade and will now be phased out. Marketing director Andrew Jackson explains: “As more consumers continue to enjoy longer serves, and experiment with a range of mixers to pair with their personal spirit repertoires, it’s important that Fentimans creates a serve size that meets the needs of our consumers whilst providing the best drinking experience.” For the licensed channel, CCEP has extended its range of Schweppes Classic tonics with a Slimline Elderflower variant. Designed to help licensees tap into the growing consumer demand for both low-calorie (Kantar) and flavoured (Nielsen) 26

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Retailer viewpoint Shaun Patel runs Milan’s, a community convenience store in Balham, South London. The shop is something of a local landmark, established 51 years ago as a newsagent-cum-off-licence. When he took it over about a dozen years ago (he was previously an employee), Patel extended the range to the extent that it now resembles a bazaar, selling everything from fruit and veg, tobacco and alcohol, to toys, homewares and the inevitable face masks.

He has managed to profit from both the early morning/early evening commuter trade and locals picking up essentials and top-ups throughout the day. The latter (along with long opening hours – 16 hours a day, seven days a week) has definitely, he feels, helped offset the fallout from multiple lockdowns and more people working from home. “Business has been very up and down,” he says. “Apart from energy drinks like Boost and Red Bull single cans, impulse soft drinks have really dropped off in the past few months, partly because there are so few commuters these days and because the weather’s been bad. “On the other hand, big PETs of Coke, lemonade and ginger beer have been selling well – and so have mixers, especially tonic water, and one-litre [Tetrapaks] of juices and coconut water. “I think people are buying bigger bottles to share at home, and a lot of customers have been buying premium mixers, like posh tonic, so they’re obviously treating themselves. Squashes, like Ribena and Robinsons, have been more popular than they’ve been for quite a while. “But my customers still like value – price-marked cans and bottles do really well, so I’m always on the lookout for deals at cash & carries and from wholesalers and van sales. I like shopping around for the best prices!”

mixers, Schweppes Slimline Elderflower contains just two calories per 100ml. To support the launch, CCEP is providing activation kits including glasses, chalkboards and vinyls, to help venues create a unique experience for their guests.

[ SOFT DRINKS ] High energy rules Energy drinks have also been doing well – as witnessed by the flurry of NPD that Coca-Cola European Partners (CCEP) has been launching for its Monster brand (see boxout, page 30). The segment is now worth £1.4 billion, with growth totalling over £43.2 million versus 2019 (Nielsen). Brand leader, Red Bull’s sales are up £35.4 million (Nielsen). The company says it will continue to support this positive category growth throughout 2021 both with NPD and by supporting emerging trends. “In the latest six months, Red Bull sold 32.5% more Sugarfree volume through multipacks (Nielsen), with these variants also growing penetration by 24.6% (Kantar). We will continue to offer choice to shoppers,” says a spokesperson. “Our 250ml can is worth over £135 million. We believe this is the perfect pack size for functional energy and it fits most consumers’ energy needs, containing the same amount of

The numbers tell the story... Insight from SalesOut, collected from selected wholesalers, bears out many of Cash & Carry Management’s anecdotal findings – that the COVID-19 crisis adversely affected soft drinks sales. As might be expected, with fewer commuters and people going out, soft drinks sales have suffered, reports Kirsty Harris-Clarke, SalesOut’s managing director: “The total market, which includes foodservice and retail, was down 16% in the last 52 weeks [year ended April 2021] versus the year previous.” Foodservice performance, unsurprising given that the hospitality trade has been closed for much of the past 15 months, is driving this decline – a huge 52% down year on year in sales; the retail sector did better, up 2%. “Before COVID, total sales performance in retail was twice as big as foodservice’s total sales performance. Now, retail is four times bigger!” says Harris-Clarke. She continues: “Within the retail market, water particularly has struggled (fewer people on the move, more people at home, where tap water is available for free). Plain waters are down 17% whilst flavoured waters are down 11%. “We have also potentially seen a shift in buying patterns when it comes to format sizing. Products sold in litre packs were up 7% year-on-year, whilst ml products stayed relatively flat at 0.5% year on year.” A really interesting development is that cola has lost its crown as the value category leader in soft drinks. “Sales are down 2% year on year, and stimulation drinks (Red Bull, Boost, Monster, etc) have taken over – sales have risen 16% over the past year,” notes Harris-Clarke. “Lemonade has perhaps surprisingly had a really good year – sales are up 32% year on year. Potentially, this is linked to the increased purchasing of bigger pack formats, such as two-litre PETs.” Another interesting category is iced drinks: iced coffee is up 30% whilst iced tea is down 9%.

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sugar as a glass of apple juice and the same amount of caffeine as a cup of coffee.” In March, Red Bull launched its latest Summer Edition – Cactus Fruit taste – delivering the functional benefits of Red Bull with an invigorating burst of berry. Red Bull Editions have grown by 32.6% in value over the past year – indeed, the Summer Edition in 2020 proved so popular that it has now become a permanent SKU known as the Red Edition. Shoppers are buying Red Bull Editions more frequently, with average frequency double its rate of a year ago (Kantar). Red Bull Zero has sold over 1.4 million cans since launch and is one of the biggest NPD contributors of growth to the overall sports & energy category. Due to its strong rate of sale, and trade demand, the company has launched a Red Bull Zero 250ml four-pack. And then there’s Boost, the brand available exclusively through the wholesale channel and celebrating its 20th birthday this year. Simon Gray, founder and MD at Boost Drinks, says: “We have a host of celebrations, events and prizes on the horizon, and we are very much looking forward to thanking all our partners and customers who have supported our journey thus far. Over the past 20 years, we have constantly evolved our offering to stay ahead of the curve by providing retailers and wholesalers with great value products that are on-trend, high quality, and deliver excellent cash margins, and 2021 is no exception.” Last March the company ventured into the RTD (ready-to-drink) iced coffee market with the launches of Boost Caffe Latte and Double Espresso, and it has just added a Caramel Latte flavour. Gray says the RTD iced drinks market is a huge growth opportunity, and is already worth £25.6 million and growing at 49% year on year (IRI). Caramel iced coffee is the fastest-growing and second-largest flavour in the RTD coffee category, with a 21% market share. Last month, Boost Drinks also expanded its energy flavours portfolio with the introduction of a new Mango 250ml Energy SKU. An “on-trend flavour”, mango is growing at 22% year on year (IRI). “Sports and energy drinks are worth £579 million, growing at 7.1% in value year on year,” reports Gray. “We’re also pleased to see that the energy category specifically is on an impressive growth trajectory, with energy drinks growing at 14% value year on year, making it the largest soft drinks category for unit sales in the independent channel. With that in mind, it is paramount that wholesalers strike the balance between offering strong core ranges and exciting NPD to drive incremental sales.” Gray says that flavours now make up 30% of the stimulation market and are in 12% growth. He adds that value is the other key driver, and price-marked packs (PMPs) should therefore be ‘must stock’ items.

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[ SOFT DRINKS ] “PMPs now account for over 60% of total soft drink sales in independent and symbol convenience stores (Nielsen), which is why we offer PMPs across our entire product range. “As we are available only in the channel, working closely with wholesalers is integral to our success,” continues Gray. “One of the ways we do this is ensuring we develop joint business plans with our partners, created to meet individual customer needs. We also love to work with our partners to implement engaging PoS and host in-depot activations. “In addition, we are committed to having strong distribution levels in wholesale and retail stores; following the success of our distribution drives in 2020, we’ve now doubled our investment and will be implementing five key drives this year, where we’ll be providing attractive free stock deals.” The company also has a multi-channel marketing plan targeting both trade and consumer audiences. Its ‘Choose Now’ campaign, back this year, will be bigger and better than before, with advertising, including TV and posters. Over at Suntory Beverage & Food GB&I, its iconic Lucozade brand is getting a £10 million ‘It’s On’ marketing campaign, intended reach of 97% of the population by the end of this year. Activity includes TV and video-on-demand advertising, as well as social media, out-of-home, online video, ecommerce and mobile advertising. The campaign promotes the full Lucozade Energy range and will be brought to life uniquely across the other Lucozade sub-brands. Lucozade Energy is also hoping to cater for the rise in in-home drinking occasions with the launch of a 1.45-litre bottle, price-marked at £2. This launch will be joined by a Lucozade Energy 12 x 330ml cans pack. Zoe Trimble, head of Lucozade Energy, says: “We know that 60% of shoppers want specific drinks that meet specific occasions, and that 64% of consumers would buy a larger serve pack if it were available.” Multipacks have added more than £350 million to the category since the start of lockdown, with bulk pack sales in carbonates and energy growing by 30%, and multipack can sales growing by 32% (IRI).

Eau Naturel? “When it comes to their diets, we are seeing an uplift in people adopting a more natural approach, including more natural or plant-based diets,” says Ian Patefield, GB wholesale director at Britvic. “To align with this trend, brands need to provide naturally healthier options, free from artificial ingredients, but delivering on great taste. “Our Aqua Libra, the best-performing infused sparkling water brand in terms of value rate of sale, plays perfectly into this.” Britvic has added a new flavour, Raspberry & Blackcurrant, to its Aqua Libra range. It joins Cucumber, Mint & Lime and Pineapple & Grapefruit in single 330ml cans (rsp £1), with a four-can multipack (rsp £3) rolling out later this month to capitalise on the take-home occasion. 30

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Adding excitement to the category Coca-Cola European Partners has unveiled a raft of activity to add excitement to the soft drinks category. In a first for the energy category, the company has introduced Monster Nitro, which uses blended gas technology to give consumers a lift. Designed to appeal to seasoned energy drink fans, the new variant features the brand’s signature energy base “supercharged” with a blend of nitrous oxide and carbon dioxide gas to deliver a light, dry carbonated texture. Available in plain and £1.45 price-marked 500ml cans, Monster Nitro contains 32mg of caffeine per 100ml and has a citrus taste. PoS materials, emblazoned with the strapline ‘BRING THE N2OISE’, are available to support the launch. Monster Nitro is the fourth new product from Monster this year, following the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January. For Coca-Cola, the company is helping the trade to tap into the excitement surrounding this summer’s UEFA EURO 2020 by giving shoppers the chance to win football-themed prizes in the run-up to the tournament. Soft drinks is the best-performing category during the football, says CCEP. Colas contributed the most to category growth during the last FIFA World Cup, and of that growth within the colas segment, more than threequarters came from Coca-Cola (Nielsen). Now, as UEFA EURO 2020’s official soft drinks sponsor, Coca-Cola is running two new on-pack promotions. For the first, called ‘Scan. Enter. Win.’, consumers can scan QR codes on 500ml PET bottles of Coca-Cola Original Taste and Zero Sugar (including the cherry and vanilla variants) and 250ml cans of Coca-Cola Energy and Energy Cherry to find out instantly if they have won. Prizes include Hisense TVs, Just Eat vouchers, PS4 access codes and Coca-Cola fan kits complete with sunglasses and scarves. The aim is to help fans recreate the matchday experience at home. The second promotion, ‘Win a Ball, Give a Ball’, starts on 1 June. Shoppers buying multipacks of cans of CocaCola Original Taste and Zero Sugar will have the chance to win one of 5,000 limited-edition branded footballs. Every time a ball is claimed, Coca-Cola will donate another ball to a local community through its longstanding partnership with football charity StreetGames. The promotions will be supported by large foyerbased activation in cash & carries, and will tie in with a new marketing campaign featuring footballing superstars, along with digital activity.

[ SOFT DRINKS ] A boost for Rio Boost Drinks and Hall & Woodhouse recently announced a new distribution agreement for the Rio soft drinks brand. Boost Drinks has now taken on full responsibility for sales, marketing and distribution of the Rio brand. Rio was launched in the 1990s and is now a top 10 fruit carbonates brand in the UK. Despite the difficult market conditions over the last year the brand is in growth, with sales up 14% in December 2020 versus the previous year’s figure. Boost Drinks’ founder and MD Simon Gray said: “Working with Hall & Woodhouse’s Rio has been on our agenda for some time, not only as a brand with a strong consumer and trade proposition but as a brand with fantastic synergies with Boost. Manufacturing strategy, customer base and a passion for the independent convenience channel make for a natural fit.”

Patefield also points to the growth of ‘functional’ drinks like Britvic’s Purdey’s brand. “Wellness is one of the latest segments to come under the spotlight, with 31% of shoppers interested in premium soft drinks that contain additional functional benefits (Mintel).” The company has launched two new Purdey’s products to tap into this development: Refocus (a blend of dark fruits, naturally caffeinated with guarana and B-vitamins), and Replenish (a lighter blend of sparkling raspberry juice with rose extract, under 50 calories per bottle, enriched with B-vitamins and magnesium). Plain water is under increasing pressure, with 52% of consumers stating it is ‘boring’ (Kantar); given that 56% of plain water buyers also buy into flavoured options, retailers and wholesalers stocking flavoured/infused water will help divert shoppers from the plain water segment and strengthen soft drinks as a whole, believes the company. Adrian Troy, marketing director at Barr Soft Drinks, confirms that plain water was significantly hit during lockdown, both from a ‘drink now’ and ‘take home’ perspective, with shoppers switching their spend to flavoured sparkling water. “Consumers are not prepared to compromise on taste when looking for healthier options,” he says. “Flavoured sparkling water delivers 50% more value so retailers should have the right balance of products to meet shopper needs.” Rubicon Spring brought 370,000 new shoppers into the water category last year alone (Kantar) and now Barr Soft Drinks has introduced a new flavour, Pineapple Passion. It comes in 500ml bottles (plain pack and £1 PMPs). 32

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The company has also launched Rubicon Raspberry & Pineapple Sparkling – the first soft drink in the UK to combine raspberry and pineapple – in 330ml, 500ml and two-litre packs, price-marked at 69p, 99p and £1.49 respectively. The launches will be supported by a wide-ranging communications investment strategy as part of the brand’s ‘Make The Unboring Choice’ campaign that was unveiled last year. In addition, Rubicon Spring will benefit from sampling over the summer months alongside a national digital campaign, while Rubicon Sparkling will be supported with a national out-of-home and digital campaign. Social media and shopper marketing activity will also back both brands. Family-run-and-owned Radnor Hills has unveiled a set of new flavours and environmentally-friendly retail-ready packs for Radnor Splash, the sugar-free and low-calorie brand. Radnor Splash, which celebrates its 10th anniversary this year, is made by blending Radnor’s own fresh Welsh spring water with all-natural flavourings. William Watkins, managing director of Radnor Hills, says: “Radnor Splash is one of our most successful brands. Sales increased during the pandemic as consumers turned to a brand they know and trust. We wanted to give the brand an exciting redesign while ensuring that we continue to deliver great tasting and trusted flavours – so we’ve created a new range of flavours including Watermelon and Orange & Passionfruit.” Six-packs and 12-packs of 500ml Radnor Splash are available in Strawberry and Lemon & Lime. New 12 x 500ml pack flavours include Forest Fruits, Orange & Passionfruit, Apple & Raspberry and Watermelon. Clearly Drinks has relaunched its premium adult soft drinks brand Upstream with a new packaging design. Made using UK spring water with flavours inspired from around the world, Upstream aims to bring consumers “a unique taste of travel and adventure combined with UK provenance and expertise”. Pitched as a healthier, low-calorie alternative to standard sugary soft drinks and mixers, each 330ml can (rsp 99p) contains zero sugar and fewer than five calories in full fruit flavour combinations including Strawberry & Lychee, Grapefruit & Bergamot and Pomegranate & Lime. Volvic owner Danone Waters has launched what it calls its “first ever added benefit innovation” – Touch of Fruit Pineapple & Orange Vitality, with added vitamin B6. It is low in sugar, made with natural flavours and no artificial sweeteners, and comes in a 100% recyclable bottle. It is available in 1.5-litre (rsp £1.10) and 6 x 1.5-litre packs. Marie Chaigneau, brand manager, comments: “Health is a top priority for consumers, and we are seeing growth of 22% within the ‘added benefits’ segment (IRI), and this is driving growth in the flavoured water category.”

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[ SOFT DRINKS ] An interesting new player that could be poised to take advantage of the trends that have emerged during the pandemic is Good Earth, now part of Tata Consumer Products. Liliana Jaurequi, brand manager, says: “We’re all itching to get back to some sense of normality, but as we do, it will come with changes to our lifestyles. 80% of consumers plan to focus on eating and drinking more healthily in 2021 (Futures) – and this is creating opportunities for sales of premium soft drink alternatives which appeal to non-drinkers or those seeking to moderate their alcohol intake.” Good Earth Kombucha, which is about “delivering natural mindful pleasure”, has been reformulated and is now available in 250ml cans (as well as 275ml bottles) for on-the-go convenience. Three flavours are available: Natural, Ginger & Lemon, and Pomegranate & Blueberry. Good Earth has also entered the energy drinks sector with a new natural energy drink, Good Earth Energy. It comes in two flavours: Blood Orange & Tangerine and Raspberry & Blueberry, containing a blend of natural fruit juices delivering added vitamin C. It is available in single-serve 250ml cans (rsp £1.40) and a fourcan multipack (rsp £4.80).

Ginger hail! Although alcohol consumption (at home at least) seems to have increased during the pandemic, there is also evidence that other consumers are giving up, or cutting back on, the booze, either for health reason, or to try something different. Says Terri Cooper, senior commercial manager at Refresco, maker of the market-leading Old Jamaica Ginger Beer: “With more than 20% of Brits now identifying as nondrinkers and 10.6 million consumers actively avoiding alcohol, there is more emphasis on the soft drink range on offer and ensuring that it excites shoppers whilst being versatile to maximise sales. “With three different ginger beers, regular, light, and extra fiery zero sugar, all coming in a variety of formats, Old Jamaica Ginger Beer fulfils various consumption occasions and shopper missions and provides an exciting soft drink alternative to the norm. “And with a noticeable shift to shoppers looking to reduce the number of in-store shopping visits, our multipacks or larger formats are equally as important. Offering variation in the range will help your retailers meet a multitude of shopping missions and be flexible whilst there is still uncertainty.” Cooper continues: “Our advice to wholesalers is to merchandise according to the occasion. We know that when we come out of lockdown, demand for smaller formats will increase again, and the trade should be ready. In addition, promoting multiple end uses of product is key to demonstrate added value. The lines between the soft drink and mixer categories are increasingly blurring and are 34

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Wanis generates good vibes George Phillips, commercial director at London-based wholesaler and distributor Wanis, has some advice for his fellow C&C/wholesale operators: “Embrace innovation – especially in impulse lines. Big brands will always be core business, but consumers are proving to be adaptable and innovative themselves, so NPD keeps the category fresh and exciting. “Experience from our own cash & carry is that retailers will visit with a shopping list, but eye-catching displays of new or promoted products will definitely encourage discretionary or impulse purchase.” Phillips also advises wholesalers to be aware of trends: “While health & wellbeing is rapidly gaining momentum and is here to stay, more ‘traditional’ trends such as indulgence and enjoyment (“a treat for me”) remain strong purchase motivators.” He adds: “Ensure the commercial package is strong – retailers will swing toward products offering attractive margins (part of our own success) – while ensuring this does not come at the cost of a competitive/attractive retail price point or the wholesaler’s own margins.” Phillips believes in working closely with suppliers. “Ensure a business plan is in place – promotions, NPD, other activity – and don’t forget the strength of the depot. For a multi-site operator, their depots will have differing customer bases,” he points out. Suppliers are interested in wholesale, he adds – wholesalers can build brands, including successful channelexclusive brands such as Wanis’s own Tropical Vibes. Sales of Tropical Vibes are expected to surpass £11 million at retail this year after only two years in the market. “Innovation and NPD have been key to the brand’s success,” says Phillips. The original range of eight exotic fruit flavours was joined by five American-style lemonades in June 2020, which resulted in a doubling of brand value at retail. And now, Wanis has unveiled a new range of Sours (rsp £1 for 300ml). These are flavours reminiscent of the best-selling sour confectionery flavours (Sour Cherry and Sour Kola) plus an innovative Sour Kiwi flavour. The launch and wider brand will be supported with activity online and in consumer titles, as well as with promotions in key wholesale and C&C outlets aimed at raising awareness among retailers and driving distribution of the new variants. This will be reinforced with instore merchandising, display and sampling activities both at trade point of purchase and among consumers.

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[ SOFT DRINKS ] showing similar trends and influences. Ginger beer proves to be a versatile mixer across all spirit categories.” To meet the demand for more choice, Refresco has launched a range of Ginger Ales. Coming in three flavours, Original, Blood Orange and Rhubarb, the ales “pair perfectly with different spirit categories and provide exciting, contemporary serves, whilst also providing a flavoursome solus serve”, according to Cooper. In addition, Old Jamaica is launching its biggest ever consumer campaign, including TV advertising, social media, shopper marketing and a trade campaign.

From June to August, shoppers purchase 15% more soft drinks than at any other time of the year (IRI).

Dosh from squash Coming up... “Over the course of the past year we have seen an unprecedented resurgence in squash,” points out Angela Reay, brand and innovation controller at Vimto maker Nichols. “Strength in the take-home category has continued to grow, and squash is playing a clear role, having increased in value by £71 million since February 2020 (Nielsen). “As we move into the summer months, wholesalers can utilise the opportunity to jump on key hydration moments. As it continues to outperform other categories in impulse, and thanks to its recent growth, here lies an opportunity for cash & carries in the squash category.” The Vimto core squash range has been relaunched with a new recipe fortified with vitamins C and D and a new variant, Blackberry, Raspberry & Blueberry. The development follows the roll-out of a new visual identity across the entire Vimto portfolio. CCEP recently launched Capri-Sun Multivitamin Squash to the wholesale and convenience channel. Consistent with the rest of the Capri-Sun portfolio, the new squash range contains no artificial colours or flavours or added sugar, and is enhanced with vitamins. It is available in Orange and Apple & Blackcurrant variants – the best-selling flavours in the category (Nielsen) – in fully recyclable one-litre packs. The launch is being supported by a £3 million consumer marketing campaign, including a new TV advertisement. Over at Britvic, a £6.4 million campaign is backing Robinsons this summer, with TV, radio, digital, out-of-home and in-store activation. The ‘Let There Be Fruit’ campaign will reinforce the messaging that Robinsons livens up the water occasion with great taste and real fruit. There is also a refreshed pack design across the Robinsons squash range, with the depiction of fruit more prominent. 36

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What of the weeks and months ahead? Adrian Troy, marketing director at Barr Soft Drinks, believes there is cause for optimism: “Summer is key to the entire soft drinks market and wholesalers and retailers need to ensure that their depots and fixtures are balanced to reflect seasonal category uplifts. From June to August – the crucial period for soft drinks sales – shoppers purchase 15% more soft drinks than at any other time of the year, with water, flavoured sparkling water and other flavoured carbonates seeing the most benefit (IRI). “Despite the COVID restrictions, the UK saw a 44% increase in barbecues, with 100 million of these taking place between April and August (AHDB); and with 73% of the population expecting to have a UK staycation in 2021, we can expect this trend to continue (CGA).” The Euros also provide great potential to boost business – sales of soft drinks rise by as much as 18% during football tournaments (IRI) – and Barr Soft Drinks is helping the trade to tap into the opportunity with special packs of Irn-Bru. Featuring messages including ‘Get In!’, ‘Goooal’ and ‘Belter’, the celebratory footy cans will be available in a number of pack formats for regular, XTRA and sugar-free variants. CCM

For further information: Barr Soft Drinks (01204) 664200 Boost Drinks (0113) 240 3666 Britvic Soft Drinks (0345) 758 1781 Clearly Drinks 0191-516 3300 Coca-Cola European Partners (0808) 1000 000 Danone Waters 020-8799 5800 Fentimans (01434) 609847 Nichols (01925) 222222 Radnor Hills (01547) 530220 Red Bull (0203) 117 2000 Refresco (01278) 441600 Suntory Beverage & Food GB&I 020-3727 2420 Tata Consumer Products (Good Earth) 020-8338 4000 Wanis International Foods 020-8988 1100

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[ BEERS ]

On a winning streak As lockdown restrictions are being lifted in stages, beer sales through the convenience channel are expected to remain strong. What’s more, the return of international sport – including the Euros – will be a strong driver of at-home beer consumption this summer.

uring the pandemic, the forced closure of pubs and bars moved many drinking occasions into the home, triggering substantial growth in the beer category. Although hospitality outlets are now reopening, ongoing restrictions mean that it will be some time before on-trade beer sales return to pre-COVID levels. Consquently, so far this year, beer is continuing to perform well through the off-trade. “We have seen sustained demand so far this year, with beer category sales growing by 37% year on year (Nielsen),” reports Jessica Markowski, wholesale sales director at Budweiser Brewing Group UK&I.

‘Last year, premium lager and world beer contributed the most absolute value growth to the beer category’ Jessica Markowski, wholesale sales director, Budweiser Brewing Group UK&I “We’re forecasting that 2021 will be another huge year for beer, with the total category growing by double digits and the convenience channel set to grow ahead of the market compared to the last year of regular trading in 2019 (BBG).” The premiumisation trend accelerated in 2020, she notes. “Last year, premium lager and world beer contributed the most absolute value growth to the overall beer category, so wholesalers should ensure that both segments are well represented in their depots,” she says. “Offering a strong range of premium beers, such as Stella Artois, Budweiser and Corona, will help stores cater to this premiumisation trend.” Until mid October, Corona is being supported with a campaign titled ‘From the Natural World’, which looks to inspire people to rediscover the joy of their local natural environment. The campaign is running across TV, video on demand, digital out of home, online, social media and audio.

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To underline the brand’s links with nature, Corona packaging now bears the message: ‘Brewed with 100% Natural Ingredients: Water, Barley, Hops, Maize. Beer carbonated before bottling’. As three out of five beers are now consumed with food (Kantar), there is an opportunity for the trade to capitalise on this trend by cross-merchandising. “Wholesalers can advise customers to create bundles, such as beer and pizza meal deals which proved popular last year,” suggests Markowski. The rescheduled Euros will result in a big summer for beer in the off-trade, and the Budweiser family will play a major part in this, she adds. “Bud Light is the official sponsor of the England Men’s Football team, and given that 55% of shoppers are more likely to opt for ‘official sponsor’ brands over their usual beer choices (WAA), this presents a unique sales opportunity for wholesalers,” she says. C&C Group has kicked off its largest ever off-trade promotion for Tennent’s Lager, which has renewed its partnership with the Scottish FA. Consumers buying promotional 10, 12 and 15-packs of Tennent’s have the chance to win one of over 4,500 prizes, including personalised Tennent’s football tops, mini footballs, captain’s armbands, and vouchers for the Tennents.co.uk online store. Consumers scan an on-pack QR code, which takes them to a microsite where they can enter the competition and find out if they have won a prize. In another football-themed promotion, Carling, the UK’s No.1 lager brand (CGA & Nielsen) from Molson Coors, has teamed up with Umbro to give people the chance to win one of 10,000 limited-edition football shirts.

[ BEERS ] Consumers finding a special golden can hidden in a multipack can claim their prize online by entering a unique code on the Carling website. The promotion is dual branded and communicated on 10can and 18-can multipacks. This will help retailers to tap into the excitement ahead of the summer of football and drive sales of mid and large packs. The campaign will also be supported by PoS material to help retailers drive awareness in stores, as well as a social campaign with ‘Joe Football’. Molson Coors has removed plastic rings and introduced a recyclable and sustainable cardboard sleeve for can multipacks for its major brands, including Carling and Coors. Removing plastic rings follows a number of steps recently taken by Molson Coors to reduce its environmental impact, including trialling low-carbon, circular-economy glass beer bottles for Staropramen. It also recently announced that it has become the first major brewer in the UK to produce all of its beers and ciders using 100% renewable electricity. A total of 70% of UK consumers would be more likely to purchase a beer made in a sustainable way (YouGov). In 2020, BrewDog became the first Carbon Negative beer company, so it takes twice as much carbon out of the air as it emits, and it has just introduced the world’s first carbon neutral beer brand – Lost Lager – into the convenience channel. A German-style pilsner, Lost Lager (4.5% abv) is brewed using wind power, a third less water and would-be waste bread in the malt bill. It is available in 660ml glass bottles and 4 x 440ml and 10 x 440ml can multipacks. Lost Lager is being supported by a £6 million investment, including a £2.5 million campaign featuring online, social and out-of-home activity, as well as product giveaways. In addition, BrewDog has acquired a 12,000+ hectare ‘Lost Forest’ in Scotland where it will plant a tree for every multipack sold. BrewDog claims to be the fastest growing supplier within the top 10 brewers, with sales up 65.9% to £158 million, ahead of both the craft beer category (+49.3%) and total beer (+33.6%) (Nielsen). “One of the biggest areas of growth and a key trend for wholesale is craft beer,” says Alex Dullard, head of customer marketing. “14.4% of British households have purchased craft beer in the last 12 months (Nielsen), and it is the No.1 category that shoppers buy ‘because they felt like it’ (Shopper Intelligence). This means it is a category that cannot be ignored! “62% of convenience shoppers agree it is worth paying more for good quality beer or wine (YouGov), and craft beer shoppers actually spend more when in-store (BrewDog/ Dunnhumby), so ensuring you are showcasing consumers’ favourite brands will help retailers identify the best brands to stock to increase basket spend,” he adds. 40

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BrewDog co-founders James Watt (left) and Martin Dickie at the company’s ‘Lost Forest’ in Scotland.

Another trend affecting beer is format, says Dullard. Cans have now overtaken bottles as the vessel with the largest value share in craft beer (77% versus 23%, Nielsen). In addition, total growth in craft beer is being driven by multipack cans – nine of the top 10 SKUs in craft are multipack cans (Nielsen). BrewDog is a beacon for the craft beer category, and holds eight of the top 10 craft beer SKUs (Nielsen). At 56% awareness amongst convenience shoppers, purchase intent of BrewDog brands is consistently ahead of the market, with one in 10 considering purchasing when in store (YouGov). “However, limited distribution within the channel means that retailers and wholesalers are missing out on valuable sales,” says Dullard. BrewDog Punk IPA is the No.1 craft beer (Nielsen); other brands that should be considered by wholesalers are BrewDog Hazy Jane and BrewDog Elvis Juice. Value sales of Asahi Super Dry, the No.1 Japanese beer in the UK (CGA), have soared by 90.6% year on year in the impulse channel, contributing an additional £2.4 million to the super premium beer category (Nielsen). As part of a threeyear partnership with electronic music platform Resident Advisor, the brand recently invited consumers to ‘Discover Tokyo’ by taking a 45-minute virtual journey through the streets of the city, with original music composed by three renowned artists: DJ Nobu, Honey Dijon and Kerri Chandler. Tim Clay, managing director of Asahi UK, says: “We want to continue to build on the success of Asahi Super Dry and ensure we are keeping it front of mind for consumers.” CCM

For further information: Asahi UK (01483) 718100 BrewDog (01358) 724924 Budweiser Brewing Group UK&I (0870) 241 1124 C&C Group (07757) 672196 Molson Coors (01283) 511000

[ WINES & SPIRITS UPDATE ]

Hard seltzers to appeal to British consumers Funkin recently launched a selection of ready-to-drink Hard Seltzers (4.5% abv) in 330ml cans. Available in three variants – Passion & Mango, Strawberry & Raspberry and Lemon & Lime – the drinks feature triple distilled vodka, sparkling water and fruit flavours. There are fewer than 97 calories per can. With 71% of consumers opting to try a sparkling, alcoholic water drink and one in six consumers considering calorie content when ordering a mixed drink (CGA), there is a clear appetite for a refreshing, tasty and healthier seasonal drink, says the company. The UK consumer is fairly new to the concept of hard seltzers, which became the unofficial No.1 drink with US consumers in 2019. Funkin, which claims to be the most recognised go-to cocktail brand in Britain, is ‘perfectly positioned’ to introduce this new range

that is specifically geared towards the British palate. Ben Anderson, Funkin’s marketing director, says: “We’re really excited about the launch of our Hard Seltzers. We’re positive that the range will become part of consumers’ drinking repertoire.” Funkin 020-7328 4440

Halewood has extended its Lambrini RTD range with a new four-pack (rsp £5) for all four flavours – Cherry, Rhubarb, Mango and Strawberry. Lambrini is the UK’s No.1 perry brand (Nielsen). The introduction of the 4 x 250ml pack follows the successful launch of the Lambrini cans range earlier this year, and has been designed to help retailers tap into the growing consumer demand for convenient formats to enjoy both at home and on the move. Halewood has also announced that Dead Man’s Fingers Banana Rum is now a permanent line. Halewood International 0151-480 8800

Whiskey liqueur

Off-trade launch

Distribution deal

Biggar and Leith, importer of spirits and fancy foods from around the globe, has unveiled a new drinks brand, Shanky’s Whip. The smooth, black whiskey liqueur is based on a combination of Irish spirits and aged pot still whiskey, blended with the natural flavour of vanilla and infused with caramel. It has an abv of 33% and an rsp of £24. Distilled in Co. Cavan and blended and bottled by Shanky & Shireman under bond in Ireland, Shanky’s Whip is available in the UK via distributor Craftwork. Craftwork (02382) 145596

Budweiser Brewing Group UK&I has launched Bud Light Seltzer in the UK off-trade following its success in the US. Comprising an alcoholic sparkling water with natural fruit flavours, the 4% abv product is available in lemon-lime, passionfruit, and strawberry variants. Bud Light Seltzer has 95 calories per 330ml can and is designed to appeal to those looking for refreshing, naturally flavoured options. It comes in single cans (rsp £2) and a variety six-pack. The new product has been named as the first ever official hard seltzer sponsor of the Men’s England football team. Budweiser (0870) 241 1124

Molson Coors has secured a long-term partnership with independent family business Southwestern Distillery, home to super-premium craft Cornish gin brand Tarquin’s Gin. Products include Tarquin’s Cornish Dry Gin, Tarquin’s Rhubarb & Raspberry Gin and Tarquin’s British Blackberry Gin, as well as new Twin Fin Rum. Southwestern Distillery is based near Padstow, close to the Molson Coors owned Sharp’s Brewery, and the two companies have already collaborated to develop the limited-edition Tarquin’s Hopster Gin. Molson Coors (0345) 6000 888

New four-pack

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May 2021

[ PRODUCTS & PROMOTIONS ]

Haribo extends its vegetarian selection PRODUCT OF THE MONTH

Haribo has introduced two new products suitable for vegetarians. Haribo Sour Sparks, which are big enough to bite into twice, are lightning bolt-shaped pieces in three flavour combinations: cola and lemon, apple and cherry, and raspberry and pineapple. Claire James, trade marketing manager, says: “There is a huge appetite for sour treats; combine this with the demand for vegetarian lines and it’s clear that this presents a strong sales opportunity for retailers.” The second new product is Haribo Starbeams, a mix of soft jelly and foam sweets in three fruit flavours – cherry, apple, and lemon – with added fruit juice. “Appealing to consumers that enjoy a softer eating experience and a comforting treat, Haribo Starbeams is the

very first foam sweet to join our vegetarian range,” explains James. She adds: “Both Sour Sparks and Starbeams deliver the fun, quality and taste that consumers know and love from Haribo.” The two new lines are available in non-priced-marked and £1 rsp pricedmarked packs (160g), with an on-pack flash to highlight that the sweets are suitable for vegetarians. Haribo (01977) 600266

Tata Consumer Products is backing Tetley Cold Infusions with a new digital campaign spearheaded by two-times Olympic gold medallist swimmer Rebecca Adlington. The social, video-on-demand and influencer activity features a clear message: ‘Simple, natural flavour – add a little fruitiness to your water’. A total of 39% of Tetley Cold Infusions are consumed when out and about. Glimpses of warmer weather and the prospect of returning to something near normal have sparked interest in the category again – sales of Tetley Cold Infusions have seen 13.7% volume growth in recent weeks (Nielsen). Tata Consumer Products 020-8338 4000

Extra support

Helping pubs

‘Less for less’

Mars Wrigley has launched a new TV campaign for Extra Chewing Gum. Designed to keep gum top of mind and relevant to the events of our times, the tongue-in-cheek ‘Get Your Ding Back‘ campaign features a number of characters in memorable lockdown moments ‘re-entering the real world’. With a positive forecast predicted for gum sales, the campaign will support the category as refreshing on the go becomes relevant again. Brand manager Chirag Shah says: “The advert will create lots of smiles, which in turn will drive sales.” Mars Wrigley (01753) 550055

KP Snacks and premium snack brand Tyrrells are running a competition offering pubs the opportunity to win one of four £10,000 garden makeovers. To qualify for entry, pubs need to purchase three cases of Tyrrells 40g crisps. The winners will receive £5,000 worth of Tyrrells branded pub garden merchandise and £5,000 to spend on whatever their garden needs most. In addition, five runners-up will be given 10 cases of 40g Tyrrells Crisps. Sarah Lawson, marketing manager, says: “At Tyrrells, we want to do our bit to help pubs get back on their feet.” KP Snacks (0845) 601 7583

JTI has introduced Sterling Rolling Tobacco Essential 30g at £12.35 rsp. The new ‘less for less’ option, with no filters or papers, has the lowest price point within the Sterling Rolling range. In addition, it comes in a paper insert pouch pack, which contains less aluminium, and the blend generates less leaf waste compared to other RYO brands due to its whole leaf blend. Stephane Berset, head of marketing, says: “The new Essential format aims to offer a great value tobacco option for customers, whilst staying true to Sterling’s reputable quality.” JTI UK (01932) 372000

May 2021

Digital campaign

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Cash & Carry Management May 21

Articles inside

Editor’s Comment

marketing activity to put the sparkle back into the soft drinks sector after a challenging year

Industry News

Bakery

approach to engaging with young people and the business benefits they gain by doing do

increase in sales so far this year and has several initiatives in development that will further enhance its service for members

In Focus