Retail Express - 7 May 2024

FAILURE TO DELIVER

GET SUMMER READY

Reap the rewards of a packed sporting calendar with these top tips

Shopli ing hits highest level in 20 years across England and Wales, new gures reveal

• More stores come forward claiming reputational damage from customers ‘let down’ by Uber Eats rival DeliveryDrop

• CEO denies retailers’ claims of ‘poor service’

SECURITY BLUNDER

Verisure slammed again as retailer claims alarm failed to sound during BB-gun attack

Quaker Oats expands sales-generating protein range with new Peanut Butter flavour

Megan Humphrey, editor

A COLUMN in the Financial Times caught my eye last week. It spoke about the need for convenience stores to make more of themselves.

It described Japan as a pioneer, looking at the way its stores have become hubs, giving shoppers the option to do everything all at once – return parcels, pay for utility bills or even buy their dinner and dine in.

Here in the UK, there is an abundance of stores that also do just that. In fact, PayPoint told me last month they are going to ght for every government contract that comes up moving forward, in a bid for its sites to become even more useful for their communities.

However, the column warned that Japan’s ageing demographic is a barrier to the sector continuing to thrive. It’s no secret that working in retail isn’t deemed as the most glamorous occupation. It o en involves long hours and heavy li ing, but that doesn’t mean the threat to its future can’t be lessened.

Invest in your sta and the rest will follow. I understand recruitment is di cult at the moment, but have you thought about ways that could break down the stereotype that exists of people only working in shops between jobs or university?

REVISIT YOUR JOB ADVERTS

Revisit your job adverts. What bene ts can future employees gain from working at your business – whether it’s courses, incentives or mapped-out career development? Whatever it is, make it known. Get this right, and you will be one step closer to ensuring your business continues to thrive, and your shoppers have somewhere convenient to get everything done.

Editor

Yau @AlexYau_ 020 7689 3358

Shoplifting o ences hit 20-year all time high

MEGAN HUMPHREY

SHOPLIFTINGincidents

have reached their highest level across England and Wales in 20 years, according to new �igures from the Of�ice for National Statistics (ONS).

The number of offences have increased by 37% to 430,104, compared with 315,040, in the year ending December 2022. Elsewhere,

police recorded theft also increased by 7%, predominantly as a result of a rise in shoplifting.

Data from the ACS’s Voice of Local Shops Survey, which tracks levels of theft in the convenience sector, has shown that theft has been increasing every quarter since mid-2021, reaching new record highs toward the end of 2023 and then breaking that record in the �irst quarter of this year.

The trade body’s crime report estimated that convenience retailers have recorded more than 5.6 million incidents of theft over the past year.

Chief executive James Lowman warned: “It’s sadly not surprising that of�icial �igures on theft have risen signi�icantly, but this still represents a fraction of the true picture of shop theft.

“The vast majority of inci-

dents that take place end up not being reported because of the time taken to report the crime and the lack of follow up from the police.” Police and crime commissioner (PCC) elections took place on 2 May.

Retail Express understands 10 times as many candidates in their campaigns pledged to take action against retail crime, compared with the previous elections.

nel operations, Ale Green, said: “Offering innovative, alternative ways to buy National Lottery draw-based games makes them available to more players, and this helps with our aim of raising more money for National Lotteryfunded-projects.”

PAYPOINT intends to roll out cash deposit and withdrawal machines across its estate, in a bid to become a “community banking network”.

3380

Junior designer Lauren Jackson

Production coordinator (parental cover)

Bod Adegboyega 020 7689 3368

Head of marketing

Kate Daw 020 7689 3363

Head of commercial

Natalie Reeve 07856 475 788

Associate director Charlotte Jesson 07807 287 607

Commercial project manager I y Afzal 07538 299 205

Account director Lindsay Hudson 07749 416 544

Account managers Megan Byrne 07530 834 009 Lisa Martin 07951 461 146 Finance manager (maternity cover) Isuri Abeykoon 020 7689 3383

Managing director Parin Gohil 020 7689 3388

Head of digital Luthfa Begum 07909 254 949

GLOBAL convenience chain

7-Eleven is targeting the UK as part of wider plans to increase its presence across Europe in the next six years.

2030, with Europe described as its “top priority”.

On 23 April, parent company Seven & I Holdings pledged to enter 10 new countries by

The master-franchise owner, joint-venture partner or acquired company is expected to already have a network of stores, food production capability and supply chain.

Chief executive Nick Wiles said there “is a real opportunity to create a community cash banking network”, for which he believes the company is the “best prospect”. He con�irmed the �irm would roll out automatic deposit and withdrawal machines. The move builds upon an existing service providing consumer deposits for neobanks such as Monzo.

VAPING �irms are preparing for the worst-case scenario for vape-display restrictions, by launching new tobaccostyle gantries. Material from Vapouriz Distribution, shared with stores, read: “Future-proof your vape category sales”, showing behind-the-counter, full-height units capable of storing thousands of pounds of stock out of sight from customers. The government recently described current displays as “despicable”. NATIONAL Lottery operator Allwyn has teamed up with EPoS provider Madic UK to sell draw-based games at forecourt self-checkouts. It’s the �irst time they have been available to buy away from standalone Lotto terminals. Allwyn’s director of chan-

DeliveryDrop under re once again over ‘poor service’

INDEPENDENT retailers have accused home delivery company DeliveryDrop of damaging their store’s reputation over claims of absent drivers, cancelled orders and “broken promises”.

The company began operating in Shef�ield in November 2020, and quickly began operating nationwide after reportedly securing a £14.5m investment from Shef�ield United’s former cochair in December 2021.

Two years ago, founder Syed Sherazi told Retail Express’ sister-title, RN, up to 700 convenience stores had signed up to the service, which offers delivery in 20-25 minutes using a third-party driver network of 20,000.

However, in recent months, a growing number of retailers have come forward claiming they’ve received a “poor service” and forked out hundreds of pounds upfront after “being sold a dream”.

Retail Express understands stores working with DeliveryDrop are expected to monitor orders on a tablet and pack them, ready for collection.

The company handles the process from start to �inish, including inventory scanning, marketing support and exclusive offers.

In October, Retail Express �irst reported that a number of retailers had stopped

using the service, accusing DeliveryDrop of failing to provide drivers and simplify price changes.

In recent weeks, more store owners have come forward who are experiencing similar challenges.

“One retailer, who wished to remain anonymous, revealed they’d paid £600 upfront to take on the service, but decided against going live when a worker at DeliveryDrop couldn’t state how many drivers would be available in their local area to pick up orders.

“I couldn’t risk showing I was offering the service when I had no idea how many drivers would be on hand,” they said.

“It could have a detrimental impact on my reputation if customers are making orders and no one is receiving them.

“We �irst decided to sign up because DeliveryDrop promised us big discounts, and well-paid drivers, and made it sound like it would be a huge success.”

The affected retailer claims DeliveryDrop refused to provide them with a refund, despite multiple requests.

Bobby Singh, owner of Borough Road Post Of�ice in Redcar, South Yorkshire, said he was forced to deliver an order himself after a driver failed to turn up to the store “hours” after it had initially been made.

“Customers don’t understand the concept, so if they

are waiting hours for a delivery, they think it’s my fault,” he said. “We had multiple people call the shop to complain they hadn’t received anything. Once, I drove to deliver one myself because it had been so long.

“Not only does this lead to cancelled orders, but it also jeopardises the reputation of my business. I turned it off as I didn’t want to get a bad name in my local area.”

Singh added that he attempted to cancel his direct debit being paid to DeliveryDrop multiple times, but no one responded, and the company continued charging him £30 a month, for seven months, when he wasn’t even using the service.

but that’s not always guaranteed. We also o er slushies through our delivery partners, Deliveroo, Just Eat and Uber Eats.” Priyesh Vekaria, One Stop Carlton Convenience, Salford, Greater Manchester

“DeliveryDrop made so many false promises to me,” he said. “It’s been an absolute disaster.”

Retail Express understands Singh isn’t the �irst retailer to experience challenges in cancelling their monthly payments to DeliveryDrop.

Another retailer con�irmed they’d had to recruit help from their bank to reinstate the funds.

In October, when Retail Express �irst reported on similar issues, Sherazi said: “We are supported by a third-party network of 20,000 drivers nationwide, no different to those used by KFC and McDonald’s.

“There have been instances where drivers have

turned up to stores and orders are never ready. These are marked as black spots, and we have to reallocate a driver. We accept there are some areas where you don’t get drivers because there’s no network there.

“The network has an algorithm where it marks off an area with repeat issues. The system has to put these retailers on hold.

“We’ve got a whole force to support retailers, who will call stores if there is an issue. We also offer telephone support for retailers from 9am to 10pm each day.”

Are you working with DeliveryDrop? Share your experiences by emailing megan.humphrey@ newtrade.co.uk.

GOOD WEEK

FREEZE-DRIED SWEETS: Retailer Vas Vekaria is generating more than 85% margin per bag on his own-brand freeze-dried sweets. The owner of Kegs N Blades has sold 100 50g bags at £3.99 each. Each bag costs 60p to produce. In comparison, bags bought from third-party wholesalers have an average margin of 50%.

For the full story, go to betterretailing.com and search ‘freeze-dried sweets’

PERFUMES: Supplier Yodeyma has con rmed its perfumes are stocked in 7,000 convenience stores, o ering an average margin of 40% per bottle. After entering the UK market in 2020, retailers are now taking advantage of 60 lines on 120-day sale or return with a £60 minimum order. Top-performing sites are taking £10,000 per year.

For the full story, go to betterretailing.com and search ‘perfume’

BAD WEEK

DRIVING PERMITS: Public access to International Driving Permits (IDPs) has been slashed under the DVLA’s decision to switch from availability in Post O ce branches to PayPoint stores. Analysis by Retail Express showed just eight PayPoint sites within London’s M25 are able to issue IDPs.

For the full story, go to betterretailing.com and search ‘DVLA’

ABRA WHOLESALE: The company has led a notice of intention to appoint an administrator, after trying to nd buyers to take over its depot in north London, following initial reports in March.

For the full story, go to betterretailing.com and search ‘Abra’

“IT’S all about making sure you have the customer base to capitalise on the warmer weather. We sell more than 200 cups across Tango Ice Blast and Jolly Rancher on our best days. If you get a solid three months out of slushies, averaging £300-£400 a day, your sales are up by a few grand a week, which then balances out with the winter.” Jag Singh, Horsley Hill Premier, South Shields, Tyne & Wear

“WE bought our Jolly Rancher and Hershey’s Freeze machines outright for £2,000 each, with stock bundles – it worked out cheaper as we had the money. For newer businesses, it would be better for them to lease a machine, but once you have conquered your cashflow, then I would invest it instead of keeping it in the bank.”

Gopithas Gnanasekaran, Go Local Extra-Cambridge Street, Manchester

MEGAN HUMPHREY

Retailer claims Verisure fails again

ALICE

BROOKER

A DORSET-BASED retailer has criticised leading security firm Verisure once again, after claims the alarm failed to sound when someone shot a BB gun at his shop window.

Lakshman Thirunavukkarsu, owner of Sam Convenience Store in Ferndown, told Retail Express that the alarm didn’t sound when the BB pellet

smashed his front window in March. Verisure ignored calls made by Retail Express to provide a comment.

Previously, the company claimed its Alarm Receiving Centre (ARC) will respond to an activated alarm, on average, in 45 seconds, evaluate the situation and activate its security alarm protocol, if necessary.

This marks the second time Thirunavukkarsu has claimed that Verisure’s system failed,

following no alarm sounding when he experienced a breakin during 2022.

At the time, he said: “The thieves tried to break down the glass doors for 15 minutes and the alarm didn’t sound.

It only went off when they had left.”

This sparked wider concern from retailers and insurance experts about alleged pressure selling, system failures, misleading information and

insurance risks relating to Verisure.

In response to claims in February, a spokesperson for the firm said: “Verisure is proud to protect over five million families and small businesses around the world. Our TrustPilot rating in the UK has over 28,000 reviews, nearly 90% of which are at four or five stars.

“The safety and security of our customers is our top priority.”

SNAPPY Shopper’s tie up with food-waste app Gander last April saw basket value increase by 10% when Gander items were added.

The trial saw Snappy Shopper customers able to buy reduced-to-clear items from Gander for delivery across five Spar Scotland stores. In total, 11% of orders made included a Gander product, with an increase of 7.6 basket items. Gander said the move helps give shoppers “more visibility and access to reduced-to-clear food”.

ASDA has confirmed it is “on track” to have 500 Express stores open by the end of 2024, its latest results revealed.

The supermarket outlined that it currently has 479 Express sites, compared to three at the end of September 2023. The firm added that it has a target of reaching 1,000 sites for the first time in its 59-year history.

Getir exits UK market

GETIR has confirmed plans to exit the UK, Germany and Netherlands.

The move will see the online delivery platform now only operate in its home market of Turkey. Getir also pulled the plug on operations in Birmingham, Brighton, Liverpool and Southampton last year No date has yet been set for when the firm will axe the service. Industry experts have since said the exit will be a “massive opportunity for others to take the market share” left behind.

PAID FEATURE BRAND SPOTLIGHT

ONE SALE A DAY PAYS FOR THE STATION

If you’re looking for a food-to-go solution that pays for itself with just one sale per day, RUSTLERS’new plug-and-play machines might hold the answer. Retail Express nds out more

What’s new from Rustlers?

RUSTLERS’ new food-to-go units are designed to be a low-risk, low-commitment solution for independent convenience stores. Available now, they contain a TV screen for advertising, alongside a pre-programmed microwave, which customers can use to warm up a variety of Rustlers bestsellers. There is also a small chiller underneath, which can store eight cases of Rustlers’ Cook in the Box (CIB) range, saving space.

Rustlers has also launched a launch kit for those who purchase a machine between now and the end of the year*. They will receive one fridge full of stock, one lightbox shop sign and access to social media materials.

Priced from just £2,500, with nance options available, the machines pay for themselves with just one sale per day1. They are easy to set up, use and clean, and take up just a single standard plug socket.

Mike Fitton, head of franchise operations, Welcome

“WE recently installed Rustlers’ new food-to-go machine in our Welcome Marchwood store in the New Forest. We’ve created a foodto-go area near the tills, positioning the Rustlers’ unit next to the Co-op-branded sandwich meal deals and slush machine. This creates an area that o ers customers plenty of choice. For us, Rustlers is always the go-to for burgers. If you just want a plug-and-play option to start serving food to go, then no one else o ers a service like it does.”

PRODUCTS

Hit your Quaker protein goal

PRIYA KHAIRA

QUAKER Oats is expanding its Protein range with the introduction of a Peanut Butter variety.

The new launch aims to tap into growing consumer demand for protein-rich breakfast foods.

Mintel data suggests that nearly half of Gen Z consumers prioritise protein intake and consumption of protein porridge is on the rise, so the launch aims to target younger consumers.

The brand is also debuting a new look for its Protein range, which will now feature block colours on each pack to re�lect each �lavour. A new image of a spoon �illed with

the product is now located in the centre of each pack.

Quaker Protein Peanut Butter cartons each contain

US frozen snack brand

Trüfrü has secured its �irst wholesale listing with Direct Wholesale Foods (DWF) following its successful UK launch last month.

Since its initial launch, the brand has been viewed more than nine million times on TikTok, with many users posting reviews of the product online.

eight sachets, and each carton has an RRP of £3.50.

The brand is supporting the launch and packaging

refresh with a marketing campaign, spanning online media, in-store shopper support and sampling.

Warbutons expands gluten-free range

WARBURTONS has extended its gluten-free offering with its latest Gluten Free Soft Pittas launch.

The wholesaler is taking on the brand’s Raspberries in White & Dark Chocolate and Strawberries in White & Milk Chocolate varieties, both of which carry a £5 RRP.

Carrie Martin, general manager at Trüfrü, said: “We know the ice cream category is continuing to evolve, with bitesize and permissible formats in rapid growth.”

Divesh Parmar, general manager for Quaker at UK PepsiCo, said: “Protein porridge is undergoing a huge perception change. Having become more mainstream, it’s no longer just for shoppers looking to improve their athletic performance – protein porridge is for the everyday consumer.

“We’re con�ident that the revamp of our Quaker Protein range will bring incremental growth into the category and resonate with the intended Gen Z and Millennial audience to support their lifestyle goals.”

Shaken Udder shakes up its o ering

PREMIUM milkshake brand

Shaken Udder has launched a range of Protein Milkshakes.

The drinks are available in Chocolate and Strawberry varieties, containing 20g of protein each.

ported by social media, digital marketing, retailer activations and sampling.

The launch comes as demand for gluten-free bakery alternatives is on the rise.

The brand continues to invest in the free-from cat-

egory, holding a 24.7% value share in the free-from bakery segment.

Its Cinnamon & Raisin Fruity Buns and Super Soft Seeded Rolls have helped the brand take a 39% market share of the free-from rolls sub-segment.

PLADIS has partnered with The Trussell Trust as part of its new ‘Together we make food go on & on’ initiative.

As part of its new partnership, Pladis will be donating 5p from every sale across its entire Jacob’s portfolio to The Trussell Trust.

The initiative is geared towards raising £50,000 for the charity.

The money raised will enable the charity to train up to 2,000 new food-bank volunteers or provide crisis support funding for up to nine food banks across the country.

With investment in social media, in�luencer, radio, shopper and PR activity, Pladis is set to reach an estimated 77 million consumers with this latest charity partnership.

The gluten-, milk- and wheatfree pittas boast a high calcium content and are Coeliac UK certi�ied.

The Gluten Free Soft Pittas come in a fourpack with an RRP of £3.

Boost Drinks unveils packaging reboot

FUNCTIONAL drinks brand

Boost Drinks has refreshed its packaging across its entire range.

look for foods that are high in

Its launch comes as data indicates that more consumers, particularly Gen Z, are prioritising their protein intake. According to a recent Waitrose Food & Drink Report, a third of consumers look for foods that are high in protein, with 12% changing their diet over the past year to consume more protein.

The overall protein-infused food and drink market is predicted to grow by 30% over the next �ive years.

The launch is being sup-

PERFETTI Van Melle has released a new Flavour Playlist XXL variety to join its Chupa Chups range.

The lollipop consists of a mix of the brand’s cola, cherry and lemon & lime �lavours, with strawberry bubblegum at its core (RRP 50p).

The revised range aims to update the brand’s lozenge logo, giving it a modern update.

The brand now holds a top-three position within energy stimulation, sports drinks and ready-to-drink iced coffee segments, according to IRI data.

Adrian Hipkiss, commercial director at Boost Drinks, said: “The new pack

designs offer an exciting new visual identity for consumers to enjoy, while feeling assured that they will be enjoying the same great taste and value they’ve come to know and love.”

Boost will be supporting the new design with product launches this year, as well as its ‘There’s a Boost for that’ campaign.

Bardinet debuts

Brandy

& Ginger Ale

ering fun and excitement.”

Chupa Chups is the UK’s top lollipop brand, worth £17.7m and growing by 5%.

SPIRITS supplier Bardinet is moving into the ready-todrink (RTD) cocktail category with the launch of a Brandy & Ginger Ale variety.

The supplier said it is moving into wholesale following an initial launch in Morrisons stores in April.

it’s tailor-made for a new generation of brandy a�icionados to savour at home, parties or on the move.”

The launch will be ampli�ied with a social media campaign, targeting younger consumers.

It is targeting younger adult drinkers who are increasingly buying RTDs, which are the fastest-growing alcoholic segment globally.

The segment has grown by 104% over the past two years.

Kim McMahon, brand manager at Chupa Chups, said: “In addition to being the UK’s most-eaten and purchased lollipop, Chupa Chups has earned a reputation for deliv-

The Brandy & Ginger Ale variety has a 5% ABV and a £2.25 RRP.

Léna Rusek, brand manager for Bardinet, said: “With the classic taste of this cocktail packaged in a convenient can,

Focus on… safety in the shop

LAST year, we were the victim of an overnight break-in, where thieves stole up to £5,000-worth of tobacco and caused £12,000-worth of damage.

Over time, we’ve noticed shopli ing habits change. Usually, people would steal joints of meat, but now it’s more opportunistic. We have shoppers who buy a whole basket of goods, but will steal a sandwich, for example.

We work with Catch a Thief, which does all the following up with the police if we experience an incident. Once, it was able to ban someone who stole from us from coming back to the shop by enforcing an injunction. We also use a system called Sta Safe. We have a keypad that has options to either call the manager, tell shoppers they are being watched by CCTV or activate the alarm. Its team can then access the CCTV and speak out loud to the o ender.

I advise my sta never to get involved themselves if they see a crime happening, as they need to make sure they put their own safety rst.

I don’t have much faith in the police, either. I appreciate the government has recently announced that assaulting a shopworker will be a separate o ence, but it’s too little, too late.

We’ve been campaigning for help for years and I don’t believe this change will have much impact. I’d much rather they focused on distributing funding to independent stores to help us invest in security measures to prevent crime. Compared with a lot of other deterrents out there, Sta Safe is quite a ordable, but retailers shouldn’t have to be put in a position where they have to fork out lots of money to keep themselves safe. There needs to be a better understanding that local shops don’t have the money to invest in things like facial recognition, it’s just too expensive.

Collaborators

PRODUCTS

Mentos’

PRIYA KHAIRA

PERFETTI Van Melle has added two new sharing bags to its Mentos range for the summer.

The launch of Mentos Fanta and Mentos Fruit Mix pouch bags comes as the brand aims to target a younger audience.

Sharing bags are now the most popular pack format across the confectionery category. According to Circana data, the pack format accounts for 71.4% of sweet value sales.

Fruit �lavours are also dominating sugar confectionery sales, while hard chews are growing ahead of the total category, up 17.8%, now

new sharing bags

worth £71m.

Since initially launching in 2022, Mentos Fanta has had its production run extended twice and won a Product of the Year award, while Fruit Mix is the brand’s most popular �lavour roll.

Mentos’ Fruit Mix Roll is worth £5.1m. The new format will include the addition of Green Apple and Blackcurrant �lavours.

The entire range is vegan and made with natural colours. Both varieties have an RRP of £1.50.

Sarah du Plessis, brand manager for Mentos, said: “Sixty-three per cent of sweet consumers are looking for a wider range of �lavours, and exotic varieties have some of

Wall’s Pastry enters the quiche category

WALL’S Pastry has moved into the quiche category with the launch of its Cheese & Bacon and Cheese & Onion varieties.

The launch comes as the brand aims to attract new shoppers to the quiche category. The 170g quiches are designed to cater for singleserve occasions, tapping into on-the-go shopper missions.

Each variety has an RRP of £2 and is available to convenience channels now.

Jason Manley, brand director at Wall’s Pastry, said: “When we found that there was a demand for smaller quiche sizes, as well as a lack of any strong brand dominance within this space, we knew we had an opportunity to add something fresh.”

the greatest appeal. We know that Gen Z shoppers are an experimental audience looking for innovative options to enjoy with friends. We expect the sharing bags to increase sales penetration among this demographic.”

Tropicana fruit juice gets fresh new look

TROPICANA has refreshed its pack designs across its fruit juice range, including its Blood Orange, Pink Grapefruit and Pineapple varieties. The new design reinstates the image of the fruit and red and white straw on the front of each carton. It also communicates the consumer bene�its of the different drinks. The redesign comes as the brand celebrates its 75th year.

Consumer research indicates that 59% of consumers opt for a drink that provides a ‘special start’ to their weekends. It also validated the impact that a new pack design can have for driving category growth with �lavour perceptions increasing by 14%.

Yoplait launches yoghurt campaign

CHILDREN’S yoghurt brand Yoplait has unveiled a new campaign to highlight the importance of calcium and vitamin D.

The campaign spans outof-home advertising, social media, digital, in�luencer activity and sampling.

It comes weeks after the publication of a new report commissioned by the brand that addresses the decline of calcium intake and rise in vitamin D de�iciencies among children.

The campaign therefore reinstates the importance of dairy products in supporting children’s bone growth and development. It features TV presenter Jodie Gibson and her son.

Ewa Moxham, head of marketing at Yoplait, said the campaign is aimed at educating consumers on the nutritional value of kids’ yoghurts and challenging misconceptions that have been “damaging” to the category.

SOFT drinks brand Bizzi has launched in the UK with a range of three ready-to-drink (RTD) cans.

The launch consists of two cold brew coffees and a matcha variety, all of which contain collagen.

The supplier claims it is the �irst brand to offer a caffeine and collagen boost in the

The juice brand is also adding two new �lavours to its Multivitamin Boost range.

same can.

Founder of the brand Ashley Verma unveiled the brand at the Food & Drink Expo. The products are available via Bizzi’s online website. Verma said: “I can’t wait for people to experience Bizzi’s cold brew and matcha RTDs and bring this collagen-andcoffee-�irst to the market.”

Spar Hackenthorpe, Sheffield, and WiC ambassador Sunita Aggarwal

Headline partner Supporting partners

& IN-STORE DISPLAY AWARD Sponsored by Mondelez International

If the answer is YES, enter the Better Retailing Merchandising & In-store Display Award and gain the recognition you, your store and your team deserve. From eye-catching displays to clear labelling and clever crosspromotions, effective merchandising and display is about helping your shoppers make quick and easy buying decisions and encouraging them to try new products. NEED SOME HELP? Contact: marketing@newtrade.co.uk or call Kate Daw on 07886 784465

Not sure about Merchandising & In-store Display We have seven other exciting categories to enter, from Retail Innovation to being a Community Hero and everything inbetween. Find the full list at betterretailing.com/ Awards-2024 or scan below:

PRODUCTS

Cîroc goes citrusy this summer

PRIYA KHAIRA

DIAGEO has announced the addition of a limitededition �lavour to its premium vodka brand, Cîroc.

Cîroc Limonata (37.5% ABV) has an RRP of £40.99 for a 70cl bottle.

It is available to convenience and wholesale channels now.

The limited-edition bottle is decorated with yellow to highlight its citrus �lavour, a popular choice for consumers over the summer months.

The variety contains notes of grape and lemon, tapping into demand for �lavoured vodka – a category that experienced a 14.1% growth in

the pub sector over the past year. It is worth nearly £33m to the convenience channel.

Arriving in time for summer, the launch is designed to be mixed with lemonade or as a part of a Limonata Spritz cocktail.

Additionally, Mintel data indicates that demand for premium beverages is on the rise, with 49% of adults purchasing premium alcoholic drinks.

The launch follows the release of Diageo’s Cîroc Summer Citrus and Cîroc Tropical Passion, which have been some of the brand’s most popular varieties in recent years.

Beth Weston, marketing manager for luxury spirits,

says Diageo took inspiration “from the Mediterranean summer” when creating the drink.

Win cash prizes with Ribena promotion

RIBENA has introduced an on-pack promotion across its full range of formats, giving shoppers a chance to win cash prizes.

To enter, shoppers must scan the QR code located across the brand’s full range. Prizes include UK holiday packages and cash prizes of up to £1,000.

RED Bull has launched a new edition to its Sugarfree Edition range, available now from Booker.

Red Bull Pink Edition Forest Fruits Sugarfree combines raspberry and forest fruits with herbal notes of verbena. It is the brand’s �irst fully sugar-free �lavour in its range.

Red Bull Pink Edition Forest Fruits Sugarfree comes in 250ml (£1.55), 355ml (£1.95) and 4x250ml (£5) can pack formats and follows the launch of Red Bull Summer Edition Curuba-Elder�lower.

According to Nielsen data, sugar-free continues to be a key part of the functionalenergy category, with sales growing by 24% over the past year.

A spokesperson for Red Bull said: “Demand for �lavoured energy drinks has never been stronger, selling, on average, over 38% more units per store versus two years ago.”

HELLMANN’S has revealed its limited-edition 2024 Euro bottles along with its ‘Up Your BBQ Game’ campaign.

The brand is the of�icial barbecue partner of this summer’s UEFA Euro 2024 football tournament. In light of this partnership, it has launched limited-edition bottles across 12 of its condiments.

Moreover, the brand has enlisted football players, in-

son for soft drinks, capturing those additional sales at an important time.

“It’s our most extensive summer promotion ever – running across both our squash and ready-to-drink range.”

The brand is also bringing back its ‘Ribena Berries’ TV advert this summer. The advert reached 67% of consumers across the UK last year.

Mindful magic with new Trip products

SOFT drinks brand Trip has announced the launch of its Mindful Blend range.

aims to provide mental and health bene�its.

Aurelie Patterson, head of Ribena at Suntory Beverage & Food GB&I, said: “It’s also a sales opportunity for retailers during the key selling sea-

Biona rolls out new French mustards

ORGANIC food supplier

Biona has launched two new French mustards.

cluding Jack Grealish, Joshua Kimmich, Federico Chiesa, David Villa and Petr Cech, as campaign partners.

The players form part of the £8m campaign, which will run during the tournament across TV, out-of-home, in-store displays and social media.

The campaign offers fans the chance to win tickets to Euro 2024 matches, including the �inal in Berlin on 14 July.

Going beyond its CBD drinks, the range combines lion’s mane (mushrooms), magnesium, ashwagandha (a shrub) and l-theanine (an amino acid) with an infusion of natural botanicals.

The launch taps into rising consumer demand for functional and organic soft drink blends. Its herbal infusion

The brand is launching four �lavours, including Cucumber Mint, Blood Orange Rosemary, Elder�lower Mint and Raspberry Orange Blossom.

The new Mindful Blend varieties are available from CLF Distribution with an RRP of £2. Trip is supporting the launch with its �irst nationwide TV campaign.

The range consists of a traditional Wholegrain variant and a hotter French Dijon. Both are available to retailers this month.

The French Dijon mustard comes in a 200g jar with an RRP of £3.29, while the French Wholegrain mustard has an RRP of £3.49.

Both products are free from pesticides, preservatives and colourings.

According to the supplier, the mustards are made traditionally, with the French mustard seeds being carefully grounded, then blended with spirit vinegar and seasoning.

The UK’s organic food and

drink market is worth £3.2bn in annual sales and is demonstrating growth as more consumers look for naturally sourced products.

Run a quick Wonder Wash with Persil

CASILLERO del Diablo has unveiled its advertising campaign celebrating its longterm partnership with Sky.

The Chilean wine brand is entering its 10th year of partnership with Sky, which was recognised at the UK Sponsorship Awards and the Campaign Media Awards.

‘The Wine Legend’ advert aims to celebrate the brand’s growth over the 10 years of the partnership.

The brand has had a 21% increase in awareness since 2015, while penetration has grown by 53%.

Claire Raine, brand controller at Concha y Toro UK, said: “It’s also a great moment to thank Sky for this long-lived partnership, which

has done so much to build Casillero del Diablo.

“Casillero has risen from 12th position to now the number-four wine brand in Great Britain by value.”

UNILEVER has launched its Persil Wonder Wash range, designed for short washing cycles.

The range is launching this month in Speed Clean Non Bio, Odour Defy and Ultra Care formats. Each is available in 31-wash and 55-wash formats, with RRPs of £7 and £10, respectively.

The launch comes in the wake of research indicating that 78% of washing machine owners choose a cycle that lasts less than 30 minutes at least once a week, with the use of short cycles predicted to grow globally by 21% annually.

Google searches for ‘short wash’ have grown by 89% within the past year.

Unilever is supporting the launch with its ‘Fast Just Got Better’ campaign, featuring Usain Bolt.

MALIBU COCONUT IS THE #1

IN TOTAL OFF-TRADE* MALIBU COCONUT HAS TOTAL SALES OF £37.6M IN OFF-TRADE* Enjoy Malibu Responsibly

PRODUCTS

Tropicana unveils campaign

PRIYA KHAIRA

TROPICANA has launched its second piece of activity under the ‘It’s That Juice’ campaign.

The £3.5m ‘Not all oranges are the same’ campaign aims to highlight the quality and taste of the brand, and highlight Tropicana’s position in the juice category, showing consumers the differences between various juices. In recent consumer surveys, the brand was voted the UK’s best-tasting orange juice.

The adverts and posters feature an orange with a straw, which is also present across the brand’s packaging.

The campaign includes outof-home advertising on build

sites, buses and social media, alongside PR and shopper activations.

According to IBIS World data, the orange-juice market is expected to increase over the next �ive years, while Statista data shows that convenience stores are a key channel for the growth of orange juice sales in the UK.

Elizabeth Ashdown, marketing director at Tropicana Brands Group, said: “The launch of this campaign marks another exciting moment for the brand, helping us express our con�idence as category market leaders.

“The juice category has commoditised in recent years, with shoppers seeing all juices as the same.

Sour Ooze Pops from Warheads roll out

CONFECTIONERY distributor World of Sweets has revealed a new Warheads novelty product.

New to the Warheads range are Sour Ooze Pops, available in Strawberry, Blue Raspberry and Green Apple (RRP £1.29).

Sour Ooze Pops are lollies with a sour candy liquid inside. The brand has witnessed 57% year-on-year growth in the UK.

Retailers can request instore theatre and PoS from the brands website.

Chris Smith, partner brand manager at World of Sweets, said: “Warheads are a leading sour candy brand in the US, which makes them a must-stock for retailers who

want to offer their customers something different without compromising on quality.”

“Tropicana has more than 75 years of fruit expertise and heritage, and is aiming to elevate consumers’ perc-

eptions of the brand, shifting the narrative from ‘juice is juice’ to Tropicana is ‘that juice’.”

Whitebox Cocktails reveals new trio

WHITEBOX Cocktails has added three new cocktails to its range, including Spicy Margarita, Straight Up Daiquiri and Vieux Carre varieties.

The trio is available now from the brand’s website.

Spicy Margarita contains a blend of tequila, lime, coriander and green chilli (20.5% ABV, RRP £5.80). Straight-Up Daiquiri contains rum, lime and sugar (ABV 26%, RRP £5.50). The XO Vieux Carre variety contains notes of whiskey, sweet vermouth and herbal liqueur (ABV 30%, RRP £6.80).

Ben Iravani, co-founder of Whitebox Cocktails, said: “It’s no secret that drinkers are seeking out bolder, more

complex pro�iles – just look at the meteoric rise of the Spicy Margarita. These types of �lavours are commonplace in cocktail history.”

Thatchers expands can format for Zero

THATCHERS Cider has released its Thatchers Zero range in a can format for the �irst time.

The range is available in 4x440ml can packs. It is set to roll out online to different retail channels in the summer.

The launch joins its Gold and Blood Orange varieties.

According to Kantar data, alcohol-free drinks account for £304m of the take-home market, demonstrating 13.5% value in the past year.

There has also been an increase of 439,000 shoppers to the category in the same period, bringing the total number of households buy-

ing no/low alcohol to nine million.

Martin Thatcher, managing director of Thatchers Cider, said: “With the low- and noalcohol category booming, we’re excited to bring Zero into this popular format for the �irst time.”

Get your morning fuel with Huel

HEALTHY snack wholesaler

PLADIS has launched ‘The Great Biscuit Break Bonanza’ giveaway for shoppers, with up to £1m of prizes to be won across 26 bestselling McVitie’s lines.

The giveaway is live for six weeks, with the participating lines featuring a ‘Buy Scan Win’ on-pack mechanic.

Prizes include cash giveaways, beach breaks, staycations, spa breaks, food deliveries and moneyoff coupons.

Retailers can also win cash prizes when they purchase three cases of participating products.

The supplier said last year’s ‘Bring Back the Biscuit Break’ campaign helped double sales growth.

The new campaign is being supported with radio and social media advertising, as well as shopper marketing activations.

MONDELEZ International has launched Honey & Oat and Orange varieties to its Cadbury Brunch Light range.

Both �lavours launched in multipacks of �ive, with each bar containing fewer than 100 calories. The packs have an RRP of £1.25.

The launch comes as Cadbury Brunch Oats has become the most popular snack in the Cadbury Biscuit range, and Cadbury Brunch Chocolate Chip is the number-one healthier biscuit line, according to Nielsen.

The Honey & Oat variety taps into research that shows the �lavour is the third-mostpopular across healthier biscuits, while Kantar data suggests that orange is the

Epicurium has expanded its on-the-go offering with new additions to its Huel range. It has added the Huel Ready to Drink Complete Meal Black Edition to its range, available in Chocolate and Vanilla �lavours.

Both drinks have an RRP of £3.80 and contain 75% more protein than the brand’s original protein drink. It has also cut back its carb content by 28%.

The drinks contain 35g of protein and 26 essential vitamins and minerals.

They are also 100% plantbased and gluten-free.

It is designed to tap into breakfast and on-the-go meals, targeting active

Expansion for Cadbury Brunch bars

consumers looking for onthe-go nutrition or postworkout fuel.

Holiday giveaway from Mud House

ACCOLADE Wines‘ Mud House brand is partnering with holiday website Coolstays.

The partnership is part of the wine brand’s new on-pack promotion, offering shoppers the chance to win a holiday getaway.

Up to 15 shoppers can win a holiday with an additional £1,000 spending money. There will also be 100 Mud House-branded backpacks made from recycled materials up for grabs.

The promotion is live from 1 May until 30 September. Coolstays specialises in offering unique and unusual places for holidaymakers across the world.

The promotion will be

supported by in-store PoS, in�luencer activity and social media content from Coolstays. It forms part of Mud House’s wider ‘Taste a World of Adventure’ campaign.

third-biggest �lavour pro�ile across the biscuits category as a whole.

In partnership with

KEEP TOBACCO SALES FIRING

With tobacco sales a major pro t driver for many retailers, IMPERIAL BRANDS’Ignite Retailer Panel share the key category top tips to follow

TOBACCO TRENDS

DEMAND for value is the biggest trend in tobacco and one that retailers should make sure they’re well prepared for to pro t from the £14bn-peryear (before tax) category1 With the lowest price tiers of cigarettes and roll your own accounting for the majority of sales2, o ering a range of products that tap into this value trend is key.

Alongside a strong range, the importance of o ering products at attractive prices and maintaining availability at all times cannot be underestimated, as these are essential to achieving

sales success and retaining customers. Running out of stock may result in loss of sales and customers going elsewhere. Ensuring sta are well trained and can assist shoppers with knowledgeable advice about products, by using platforms like Ignite, will also enable retailers to bene t from repeat visits and rising sales.

To help retailers understand more, members of Imperial’s Ignite Retailer Panel, including retailers from across the nation, share their advice on how to boost sales within the Tobacco category.

Yawer

consumer marketing director, Imperial Brands

RETAILER VIEWS

Prerna Puri, Silver Stores, West Drayton

“HAVING a good range at a good price is key. Customers know if they are getting ripped o . They might buy cigarettes from you once, but they will walk to another shop and see what the price is there, and then make their decision as to where they will go in future.

“There’s quite a lot of educational content on the Ignite app, such as quizzes, and it’s really useful to be able to pass messages down to the sta so that they can pass them down to the customer. It’s helped us to drive sales from an educational aspect.”

Tharsan Thayalan Best-one, Bolton

“I’D recommend retailers ensure they work with their store reps. They visit all of the stores in your area, so they’ll always pick up on any interesting trends. My Richmond sales would not be as high as they are if it wasn’t for my rep, Craig. So, listen to your reps and don’t just assume you know everything. The way you are going to learn is by listening to people.

“I’d also recommend frequently talking to your customers. I’ve trained my sta to have conversations with the customers who come in and are willing to chat, as it doesn’t cost you anything.”

Neelam Ali, Ali & Son Forgewood Supermarket, Motherwell

“WHILE some shoppers will be keeping an eye on what products are the cheapest, others will be looking for their brand of choice. Therefore, ensuring there’s a selection of di erent tobacco products on o er that t these di erent needs is essential to driving sales.

“Deciding what products to stock can be a daunting task, but our sales reps and Ignite platform simplify the process for retailers with guidance on the latest trends and top-selling brands to help them decide what will work best in their store. Ignite also o ers a range of other bene ts and trade promotions that help retailers train their sta , build advocacy and, importantly, maximise their potential pro ts.”

“YOU have to make sure your sta know if someone is coming in and asking what’s the cheapest, they know exactly what the cheapest on shelf is because that’s what the customer is looking for. Looking ahead, I think there will de nitely be more of a trend towards value tobacco products and what’s the cheapest, and that will grow in importance. I don’t think that trend will ever go away now.

“Tobacco can also be a good footfall driver for other category sales. If someone comes in for a packet of cigarettes, they might buy a lottery ticket or something for lunch. So, tobacco does drive wider category sales.”

Gary Luney, Vivo Essentials, Newtownards

“ONE of the main advantages we have as convenience retailers over supermarkets is that we’re adaptable, we’re friendly and we’re local. That’s what makes us di erent. We go above and beyond to be helpful for our shoppers and that’s a big factor.

“Keep a good range of products and have them available all the time. Don’t run out of anything, ever. That’s what I put my store’s success down to: we never run out and we always have the product on o er every time a shopper walks in. The biggest thing about doing this job is being consistent and having the right product on the shelf, every single time.”

Rasool,

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured

Have a small table

FOOTFALL: What strategies have you implemented to attract customers?

“FREEZE-DRIED sweets worked well for us. We’ve now got a reputation for getting stuff in as soon as it’s released, and it means customers come to us just for those products. We get messages asking us if we are stocking certain products.”

Serge Notay, Notay’s, Batley, West Yorkshire

“WE’VE introduced hot food to go from Country Choice and positioned it on the counter so it’s easier for staff to serve, and closer to the door. My advice is to pick three categories you’re very good at and then promote them. People will follow.”

Rishi Patel, multi-site owner, southern England

TECHNOLOGY: How are you using it to boost your business’ profits?

“ WE spend £20 a month to have a digital screen with Screencloud, plugged into a Firestick. You can upload the pictures and promotions. We change what’s up, but we want to schedule a hotdog-and-coffee offer every weekday morning from 9am to midday.”

Vinal Patel, Jimmy’s Store, Northampton

Joshua James, Fresh & Proper, Fordham, Cambridgeshire

We spend £20 a month to have a digital screen “NINETY per cent of transactions are done on card and 70% are done using a customer’s phone. Our loyalty scheme is based on NFC tags, which sends receipts to phones. If you’re paying with your phone, it’s easier to tap for loyalty, rather than getting out another card.”

IN-STORE TASTINGS: How are you making them work in your store?

“ MERELY advertising a tasting event can draw in passing trade. Once they’re in, there’s a 50/50 chance they’ll buy something else. Don’t overdo it. Have a small table for a couple of hours with a promotion. It doesn’t have to be every weekend, but regularity helps.”

Sonny Saini, Barnes Pantry, south-west London

“ WHATEVER you’re selling, it has to be a certain percentage of your average basket spend. If your average basket spend is £8, you’ll never sell something that’s £4 through sampling. The people doing the sampling have to like the product , so make that a priority.”

Christine Hope, Hopes of Longtown, Gloucestershire

SEASONAL SALES: What are your must-stock summer remedies? Pick three categories you’re very good at

“WE focus on hay-fever tablets. We stock them all year, branded and own label. Clarityn is our big brand and Galpharm is a budget line. We moved everything to the shop floor, as we found having it behind the till put pressure on customers.”

Amy Sohal, Premier – Ken’s Convenience Store, Winsford, Cheshire

“EVERY year, we struggle to get hay-fever tablets, so we looked into alternatives and found hay-fever wipes and sprays. We increase our range, in line with demand. The nearest supermarket is three miles away, so we’re the only local destination.”

Vidur Pandya, Kislingbury Mini Market & Post Office, Northamptonshire

Check the legitimacy of products

THERE are lots of ways that retailers can break the law, even inadvertently.

Anyone can get caught out buying from a supplier that we think is legitimate, and not fully checking all the regulations on the boxes and scanning all the QR codes.

‘Post O ce is shutting our community branch’

OUR local Post Of�ice (PO) is closing on 11 May, and we need a replacement.

A lot of elderly people in our area haven’t got cars, so they can’t get to the nearest village, and with all the banks closing, people need access to those services from PO.

The branch in our area is extremely busy in the summer because it’s seasonal.

We’re hoping to open a replacement at Tidings

Newsagents, but the PO area manager said that Horning doesn’t need a branch. They say we would need to fund it ourselves, which would cost us at least £18,000.

All pro�its would go to PO, though we would earn commission.

What really riles me is that PO should be putting themselves out there because we are losing so many banks.

Our local MP, Duncan Baker

[pictured], has pleaded our case.

Gail Watling, Tidings Newsagents, The Broads, Norwich

A spokesperson for PO responded: “Following the resignation of the postmaster in Horning, we carefully reviewed local demand and provision of PO products and services in the Horning area. There is a branch located 2.8 miles from Horning PO that

can accommodate Horning customers. Consequently, we are not actively looking to replace Horning Post Of�ice. However, we are engaging with a retailer interested in running a branch in the area.

“We apologise to customers for any inconvenience. We must ensure that our limited funding delivers the maximum bene�it to customers.

“We will continue to monitor demand and provision in the Horning area.”

Most recently, I had some people visit the store trying to sell me mobile phone products like chargers and SIM cards. They didn’t have any ID, so I told them to come back with ID and then I’d look at the products and maybe talk business. They’ve not come back. But there might be retailers who think, ‘Why not, they’ll cost me £1.50 and I can sell them for £5,’ and don’t think any further than that. If you’re not checking people’s ID and making sure they’re part of an o cial company, then you’re going to have a problem. You need to keep digging until you’re clear in your mind that the product you’re going to be selling is legal. You want there to be no chance of you getting burnt legally or, worse, someone getting hurt because of non-genuine products.

The main category that I’ve seen in recent years causing major problems in this regard is retailers getting their vapes all wrong. There are so many new products on the market arriving all the time with di erent numbers of pu s and di erent strengths and also di erent products in them. That all has to be checked by retailers. They might be legal in some countries, but that doesn’t mean they’ll be legal here.

CRUZCAMPO is partnering with Retail Express to give ve lucky retailers the chance to win £50-worth of stock, to celebrate the launch of the Sevillian lager brand’s rst consumer marketing campaign, ‘Choose to Cruz’. The biggest beer, wine & spirits brand launch in over a decade in terms of sales value*, Cruzcampo has performed exceptionally well since launching in August 2023 – and the new £10m campaign will make the launch unmissable to convenience shoppers through the summer months and beyond.

celebrate the launch of limited-edition Cîroc Limonata (37.5% ABV), the super-premium vodka brand is partnering with Retail Express to give two retailers the chance to win six bottles of Cîroc Limonata each. The limited-edition flavour (RRP £40.99) is inspired by Mediterranean luxury and provides people with a premium option to enjoy during social moments at home. It can be enjoyed mixed with lemonade or as part of a Limonata Spritz cocktail.

Anything imported needs to be checked more rigorously to make sure it complies with UK trading standards. We were buying US candy and so drinks from the supplier from whom we buy our vapes. But I saw an article in RN talking about the illegal ingredients in some of them and decided to stop selling them. I know there are genuine items out there, but I don’t want to run the risk or have my customers run the risk. That’s why trade magazines are so important because they bring these things to our attention. We don’t stock US products, and until I nd a supplier that’s been checked and that I know is completely legal, I won’t stock them.

Each issue, one of seven top retailers shares advice to make your store magni cent

Gail Watling with MP Duncan Baker are both campaigning to keep the branch open

FOCUS ON FASCIAS

Crime & security

RETAIL EXPRESS looks at the state of crime in convenience and talks to a symbol group to nd out how it supports its stores’ security

IT’S clear that, for independent convenience stores, crime is getting worse.

According to the ACS’ latest Crime Report, local shops in the UK recorded 5.6 million incidents of shop theft over the past year, clearing by some distance the 1.1 million incidents recorded in the previous year’s report.

Meanwhile, a recent report by the Scottish Grocers’ Federation (SGF) found that the average cost of retail crime is more than £12,000 per store. There are discussions to

be had about the root causes of crime and the involvement of local police forces in combating the issue, but retailers need to focus on prevention and mitigation.

Moreover, those partnered with a fascia group should feel comfortable in seeking support from it, about topics such as staff protection, strategic positioning of products and out-of-hours security measures.

Retail Express has detailed some of the most salient statistics around retail crime,

and has spoken to Parfetts to �ind out what it is doing to help its retailers feel more secure in servicing their communities, as well as speaking to a retailer about the processes they have in place to reduce the chance of criminal incidents and make their staff feel safer at work.

The guide will also offer tips for retailers regarding where they should place their cash drawers, which products are most sought-after by thieves and other means of mitigating the chance of being targeted.

Fancy doubling your basket spend?

“Co-op fresh products have completely changed our business. Customers come to us now over the supermarket and we’ve doubled our basket spend.”

Sunny Mann, Nisa Local Mansfield

20 PAID FEATURE IN PARTNERSHIP WITH PARFETTS

Parfetts

How PARFETTS helps its retailers with store security and o ers tips on how to minimise the likelihood of incidents in store

Security strides

Retailers can purchase security caps for high-value items, such as spirits, but the vast majority of Parfetts stores only sell these products from behind the counter, so the is relatively low.

Some suppliers, such as mobile accessories supplier Fifo, provide lockable units for retailers to be able to display without risk.

Thieves tend to target high-value items, such as coffee, deodorant, wines, cheese and meat. Where possible, try to keep these higher-value items in more visible areas and ensure these items are monitored, so you can check daily with a physical stock count and review EPoS data, which will alert you to any shrinkage.

Retailers should look at other weak spots in their stores – do they leave the door to the stock room open, where someone could enter and hide highvalue items? Do they have a high-quality CCTV system?

The importance of security

“SECURITY is a real concern for our retailers. Indeed, in a recent survey by the Scottish Grocers’ Federation, 99.5% of those surveyed experienced shopli ing on a daily basis,” says Parfetts head of retail Steve Moore.

“Our network of retail development advisors is always available to help retailers manage the problem. It’s essential to position products within the store to reduce the of high-value goods.

“When re tting a shop, we usually advise a security door with a lock at the end of a counter, and a built-

in, under-counter cash drawer, rather than one sitting on top. A lockable under-counter tobacco drawer is advisable, alongside panic buttons.

“It’s important to invest in security that will help to keep sta safe and protect stock. While no measure is totally e ective, simple steps will help to mitigate the problem.

“For example, train your sta to be vigilant at all times, and acknowledge every customer that comes into the store so they know you are aware of their presence. Retailers should also

Retailer viewpoint

Kajan Thayalan

Go Local Extra Cambridge Street, Manchester

“I’VE worked with Parfetts for about ve years, and have had this most recent store with it since June 2022. The site had been closed for two years with a chicken shop next to it, we took them both over.

“Parfetts takes care of us, it sends reps all the time to make sure everything is OK and it puts us in touch with big suppliers, such as CocaCola and Cadbury, to work with us. We have a beer

cave so we can see who’s going in and out, with a big screen so we can see who’s in there. When we re tted the store, Parfetts ensured the correct roller shutters to t the three front windows were speci ed.

“The sta are trained to look a er customers, so we acknowledge them when they come in. There’s a school nearby and loads of kids come in at once. We make sure to keep one per-

make regular store walks to identify blind spots and make sure they are keeping an eye on the stockroom.”

son at the till and one at the door to manage the numbers coming in. We’ve got four TV screens across the shop so we can always see what’s on the CCTV.”

CRIME & SECURITY STATS

With crime an increasingly common issue for stores, RETAIL EXPRESS compiles the stats, gures and tips you need to know

Ensure one camera provides quality images of everyone entering the premises and a second camera covers the till area.

Identify areas frequently targeted by thieves to set up additional cameras and improve lighting.

You need to display signs telling people CCTV is in operation.

Keep a record of your policy for protecting the privacy of customers and employees, such as not using audio recording or placing cameras in private areas.

Any company using CCTV for crime-prevention purposes is required to pay an annual fee to the Information Commissioner’s O ce. More information at ico.org.uk/fee.

Image credit: Getty Images/Panuwat Sikham

GIVE YOUR RANGE AN ENERGY BOOST

CHARLES WHITTING nds out what trends are driving the energy drinks category and how retailers can capitalise with the right range

A CATEGORY THAT CONTINUES TO GROW

THE energy drinks category remains one of the biggest subcategories within soft drinks, driving huge sales and growth for independent convenience retailers.

It is also a category that continues to provide product launches, whether it’s new flavours, sugar-free options or entirely new brands entering the market. Even Cristiano Ronaldo has got involved in energy drinks, launching his CR7 Drive sports drink last year. In addition, energy drinks are

one of the categories, along with confectionery, snacks and other soft drinks, where global brands are attracting interest, making it a signi cant opportunity for all retailers.

“In April 2020, as the pandemic was starting, penetration of stimulation drinks in the UK was at 5.8%,” says Matt Gouldsmith, channel director for wholesale at Suntory Beverage & Food GB&I. “This puts it almost exactly the same level as it was 10 years prior. Since then, however, the category

has spiked signi cantly, and continued to grow.

“In the three years leading into the pandemic, the midpoint of the penetration of the

category was 3.4%. In the three years since the pandemic, this has risen to 3.7%. More people are buying stimulation drinks, more often.”

BOOST YOUR BEVERAGE SALES

In today’s competitive retail landscape, it can be challenging to find the right strategy to boost sales. Yet, Suntory Beverage & Food GB&I (SBF GB&I) has identified a lever of growth, demonstrating through in-store trials that strategic changes in how beverages are displayed can significantly elevate sales and consumer engagement in convenience stores.

A DECADE OF DATA REVEALS NEW OPPORTUNITIES

With ten years of soft drinks category data at their disposal, SBF GB&I has uncovered the untapped potential in beverage sales, driven by the consumer shifts due to the pandemic. Economic strains have pushed customers toward value—but not at the cost of enjoyment, as seen in the 4.7% increase in ‘treat for today’ purchases. This trend highlights the important role of convenient, appealing drink options placed right where customers want them. Shopper desire for low- and no-sugar soft drinks has shown no sign of slowing, which means communicating no or low sugar drinks in store is key.

TACTICAL CHANGES, TANGIBLE RESULTS

PRACTICAL STEPS TO AMPLIFY YOUR SALES

BEACON BRANDS: USE BEST-SELLING BRANDS TO GUIDE CUSTOMERS THROUGH YOUR STORE.

COLOUR BLOCKS: MAKE SECTIONS EASY TO SPOTAND ATTRACTIVE.

Drawing on deep data insights, SBF GB&I crafted a category vision focused on maximising retailer revenue across five key store areas. This vision was put to the test with three convenience stores. The collaboration with retailers like Fiona Malone, Serge Notay, and Sue Nithyanandan has proven that attention to detail in drink placement and selection isn't just about aesthetics—it's about connecting with the shopper’s desire for convenience, quality, and value. Implementing these principles led to:

RANGE RATIONALISATION: FOCUS ON HIGH PERFORMERS AND CUT THE UNDERPERFORMERS.

Easier navigation and better shopping experiences.

Enhanced visibility of healthier and premium options.

Optimised product assortments that meet consumer demands and preferences.

PRODUCT FLOW: ENCOURAGE CUSTOMERS TO TRADE UP WITH A 'GOOD, BETTER, BEST' ARRANGEMENT.

CLEAR SIGNAGE: ENSURE MEAL DEALS AND PROMOTIONS ARE VISIBLE AND APPEALING.

BLOCKS HEALTH: ATTRACT HEALTH-CONSCIOUS CONSUMERS BY BLOCKING LOW OR NOSUGAR OPTIONS UNDER EACH BRAND

GO BIG WITH ENERGY

THE energy drinks category is a vast one, with a number of new brands entering the market in recent years and existing giants such as Monster and Red Bull continuing to launch new and seasonal varieties as well. With so many products and space such a commodity in most stores, many retailers feel it’s best to stick with a solid, triple-faced range of

comprising such a huge percentage of soft drinks overall, there is also scope to lean fully into the category.

“I have the whole range of Monster and Red Bull because everyone loves these drinks, so why not become a destination for it?” says Arjun Patel, from Premier Cavendish Square in Swindon, Wiltshire. “Why not stock all the flavours?

we also stock Raptor, Rubicon, Hell and lots of new entrants as well. I want to stock everything to cater to everyone’s choices, but the core of my sales will still be the premium and value ranges – Monster, Red Bull and Euro Shopper.”

The success of US energy drink Prime should encourage retailers to look to other countries for energy drinks

di erence. Garry Dhaliwal, from Dhaliwal Food Store in Southampton, stocks Eastern European and Turkish brands in his store.

“We have the suppliers in and we ask them what the fast sellers are,” he says. “Sometimes it’s about trusting them and their opinions. It’s a relationship between us and our suppliers, and it’s

ARANGETHAT A

#3FUNCTIONAL

ARANGETHAToffers APROFITwith everyDROP!

DRINKSBRAND *

HIGH%CASHMARGINRRP’S BRANDNEWLOOK,SAMETASTEAND BIGGESTEVERINVESTMENT!

*Source:IRI52wkValueS&IGBConvenienceNIto30/12/23.

THE RISE OF FUNCTIONAL AND LOW SUGAR

FUNCTIONAL drinks are a subcategory within energy which are de ned by the inclusion of healthy ingredients, whether they are natural energy boosters, vitamins, minerals or proteins. As the customer demographic for energy drinks widens, it has expanded to include people who are looking for more than a ca eine boost from their drink.

“Many shoppers are looking for healthier options and energy drinks,” says Chris Smith, partner brand manager at World of Sweets. “They’re leaning more towards natural

colours, flavours, ca eine and zero sugar, so it’s important to take this into consideration and o er customers products that align with this. Research has shown that 11 million Gen Z and millennials are regularly buying energy drinks, with ve million of those looking for cleaner, bene t-driven and functional energy drinks.”

With this in mind, retailers should focus on having a strong zero-sugar range within their store, as well as looking at brands that are building their reputation around more than energy boosting.

“We sell loads of functional drinks like Huel and Grenade,” says David Wyatt, from Bargain Booze Gatwick in West Sussex. “There’s de nitely a market for people who want something a bit healthier, whether it’s in their food or in their energy drinks. There’s a ream of launches in this category as well, along with the protein bars and things like that.”

Wyatt is looking to introduce protein shakes at his instore bakery as well to take further advantage of this growing trend.

Lucozade

new promotional campaigns

Lucozade unveiled a new ‘masterbrand platform’ called Bring the Energy, which covers TV advertising, social, in-store activation and consumer sampling. The unifying brand platform was developed following two years of in-depth research involving speaking to more than 6,000 consumers, which found that shoppers do not separate Lucozade Energy, Lucozade Sport and Lucozade Alert, but view them all simply as ‘Lucozade’.

Boost

To support the brand’s redesign, Boost is launching an integrated campaign called ‘There’s a Boost For That’. The multichannel approach will see the revised brand identity rolled out in online and outof-home formats.

Rubicon

Rubicon has announced a new campaign called ‘Release the Sunshine’, which includes a new TV advert that hit screens on 18 April across channels including Netflix and Disney+. The campaign is supported by outdoor media in major cities across the UK, as well as digital and social media campaigns. Release the Sunshine forms part of Rubicon’s ‘Made of Di erent Stu ’ ‘masterbrand’ campaign. Rubicon has also launched an on-pack promotion for its Raw brand, as energy partner of Boardmasters. Shoppers have the chance to win one of 20 pairs of general admission tickets to Boardmasters Festival in August.

Irn-Bru

Irn-Bru has unveiled a summer campaign that gives football supporters a chance to win branded ‘toolkits’ throughout Euro 2024. Back by a £2m investment, the campaign will feature on TV, outdoor and digital. “We’re encouraging retailers to plan ahead, increase facings and make the most of our new packs and eye-catching PoS to maximise this pro t opportunity,” says Jonathan Kemp, commercial director at Barr Soft Drinks.

CATEGORY ADVICE ENERGY DRINKS

PRICE REMAINS IMPORTANT

ENERGY drinks may be a popular category, but they are not immune to the cost-of-living crisis. And with so many brands on shelves, retailers are seeing customers opting for those products that o er them a better deal.

“Since Rockstar increased the price to £1.29, sales have dropped,” says Patel. “In contrast, Lucozade sales have done well since they dropped their prices.”

For retailers looking to boost their range’s value appeal, own-brand options are a good place to start, with Euro Shopper cited as a strong seller by many retailers. But it is also worth considering price-marked packs (PMPs) to grow customer con dence.

“Many shoppers are valueconscious,” says Gouldsmith. “PMPs provide shopper condence and should be considered as part of your range.”

While on-the-go and impulse sales will remain the bedrock of the category, retailers should also look at the

potential for multipacks and larger formats. Four-packs offer opportunities to provide customers with a better value proposition while also boosting basket spend.

“As remote work has become more common, takehome purchases have become more prominent, resulting in a growing consumer demand for 1l and multipack formats,” says Adrian Hipkiss, commercial director at Boost Drinks. “These products continue to be a growth opportunity for retailers, with sales experiencing an increase of 16% year on year.”

Many suppliers have reacted to this growth in multipacks by introducing their own, whether it’s in branded or own-label lines.

“In order to meet consumer demand for buying in bulk, we are launching a multipack of our Blue Bear energy drink,” says Katie Breadmore, Spar assistant brand manager. assistant brand manager.

SUPPLIER VIEW

Amy Burgess, senior trade communications manager, Coca-Cola Europaci c Partners

“ENERGY drinks continue to increase in popularity, now worth £1.95bn in Great Britain and growing, thanks to the arrival of new flavours, functionality and zero-sugar options.

“With innovation key to increasing sales, retailers must stock up on the latest launches that are going to capture consumers’ attention.

“Despite the emergence of new innovations, traditional energy drinks still remain popular, with Monster Original remaining our flagship o ering, worth £126.6m in retail. This underscores the importance of maintaining a robust core product range alongside stocking launches.”

THE RIGHT ENERGY DISPLAYS

HAVING the right display for your energy drinks is key to helping customers navigate a wide range.

“As the energy category grows, so does the space that it warrants in store,” says a spokesperson for Red Bull.

“It’s about ensuring that the shelves are easy to shop and well stocked all year round.

Make sure you have the bestselling brands eye-level with shoppers, ensure that brands are blocked together and that any new products are merchandised alongside the bestselling products to give shoppers the opportunity to trial.”

Dhaliwal says energy drinks ranges should be eye-catching, fully stocked and arranged ac-

cording to brand and can size.

“The size of the cans is important,” he says. “You can’t put the big Monster cans next to the smaller Red Bulls. It doesn’t look good. Have it neat and clean, with the products facing forward at the edge of the shelf and ready to be grabbed. And make sure it’s always topped up. If it’s stuck

at the back of the fridge, no one will reach in for it.”

When it comes to new products, it’s especially important to signpost them, so retailers should work with suppliers to get the PoS support that will help to drive sales.

“Use PoS to highlight new products and create interest,” says Gouldsmith.

Lucozade

Earlier this year, Lucozade launched three new drinks: Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush. The new Blucozade range aimed to unite the three Lucozade sub-brands together for the rst time.

Boost

Boost has unveiled its new look for 2024. A brand refresh across all Boost products sees the brand’s lozenge logo remain, but each can has a more ‘streamlined’ design. “The new pack designs o er an exciting new visual identity for consumers to enjoy,” says Adrian Hipkiss, commercial director at Boost Drinks.

Rockstar

Rockstar Energy has added to its no-sugar range with the launch of a Blueberry variety. It rolled out in a PMP format in March with an RRP of £1.29. Berry stimulants are now worth £67.6m a year and are growing at 85% year on year, while no-sugar stimulants are growing twice as fast as standard variants. The launch is supported by out-of-home media, sampling and in-store activations.

Rockstar Energy has also rebranded its packaging. The newly designed 500ml cans have simplied the branding and enhanced the graphics on zero-sugar varieties. The rebrand removes subbrands and displays flavours more prominently. Rockstar Energy is also launching a comprehensive marketing campaign supporting the rebrand.

Monster

Monster has expanded its Juiced range with the launch of Monster Juiced Bad Apple, which is available in plain and £1.65 price-marked cans. Monster also added to its Reserve range, with the launch of Monster Reserve Orange Dreamsicle, which combines a citrusy orange flavour with creamy vanilla bean.

Sneak Energy

World of Sweets introduced Sneak Energy into its brand portfolio, with flavours including Tropikilla, Purple Storm, Raspberry Lemonade and Blizzard. The drinks contain natural ca eine, zero sugar, taurine, ginseng, choline and carnitine plus added B vitamins. Sneak was launched in 2018.

Red Bull

In March, Red Bull unveiled its new Summer Edition Curuba-Elderflower. It aims to tap into the ever-growing demand for flavoured energy, with 41% more flavoured energy drinks sold per store in the past two years. Red Bull describes its flavour pro le as “exotic, refreshing and floral with hints of melon, pineapple and elderflower”. It is available in 250ml, 250ml PMP, 355ml Sugarfree and 250ml Sugarfree four-packs.

Red Bull has also recently launched its rst fully Sugarfree Edition. Red Bull Pink Edition Forest Fruits Sugarfree combines the taste of raspberry, forest fruits and herbal notes of verbena. It is available in Booker stores in 250ml (£1.55), 355ml (£1.95) and 4x250ml (£5) pack formats.

Warrior

Sports nutrition brand Warrior has added to its range with the launch of Warrior Protein Water, a high-protein, low-calorie drink featuring 10g of collagen peptides, vitamins and electrolytes. It comes in two flavours: Tropical and Berry.

CATEGORY ADVICE ENERGY DRINKS

STOCKING GLOBAL ENERGY DRINKS

WHILE Prime is the ‘prime’ example of an international energy drink driving huge footfall and sales, there are other global energy drinks from the US, Europe and beyond that retailers might want to introduce to give their store a serious point of di erence. These options tend to come with higher prices and margins.

Imtiyaz Mamode, from Wych Lane Premier in Gosport, Hampshire, has separated out

his UK-based energy drinks from those from farther a eld.

Previously, they had been mixed up in the same chiller, but customers complained about the higher prices for the imported brands.

“Now we’ve got a special chiller by the counter where we put all the imported energy drinks and no one complains about the price,” he says.

“We sell small bottles of Krating Daeng – a Thai Red

Bull that comes in a glass bottle and is non- zzy. A small bottle is £2.50. And then we have co ee-flavoured Monsters that are £3.95 in there.

“The English energy drinks are in a separate chiller in the rst aisle near the door so they’re the rst thing a customer sees when they walk in. That’s where our big brands and bestsellers are stocked.” energy

RETAILER VIEW

Imtiyaz

Mamode, Wych Lane Premier, Gosport, Hampshire

“CUSTOMERS are interested in new flavours. The new Lucozade products have done well because they’re £1, so customers are happy to try them. Relentless has introduced some flavours as well, while we also recently got in a new Monster flavour from the US called Strawberry Dreams.

Adrian Hipkiss, commercial director, Boost Drinks

“DATA to the end of January 2024 has shown that sports drinks have become the second-fastest-growing category within so drinks, with a 57% value growth year on year.

“It’s essential that retailers stock a sports drink o ering that takes the ‘taste’ and ‘value’ drivers into account to e ectively maximise sales from impulse shoppers. This also o ers retailers a chance to connect with their core audiences, thereby enhancing sales rates to their maximum potential.

“Now more than ever, sales of 500ml cans are booming, with 19% growth year on year (worth £368m) and 60% growth in the category coming from flavoured 500ml variants alone. This has led to the segment currently being the fastest-growing category in energy drinks.”

“We’ve just got in a new energy brand called Toxic Waste. We’ve only put it on our shelves recently, but I expect sales to pick up once we post about it on Facebook. We got it from one of our European suppliers and it comes in four or ve flavours.

“We try to get new products on the shelves as quickly as possible. But if I was talking to a retailer looking to get into the category, I’d say start by sticking with the brands people know – Rockstar, Relentless, Monster and Red Bull. They’re the best in the market. And focus on having PMPs. That’s key for any category and builds a good relationship between customers and retailers.

“A er that, slowly start introducing new suppliers and brands. When we introduced Huel a few months back, people were buying eight or nine cans at a time, even though it’s almost £3 each.”

ENERGY SPACE

1 in 3 on-the-go soft drinks sold are energy drinks1 so give them the room they deserve! Hero the fastest growing brands like Monster to maximise sales. 2

MERCHANDISING

Help shoppers navigate the fixture by grouping energy brands and create clear segments for Traditional, Zero Sugar and Flavoured energy sectors.

RIGHT RANGE

Kick out the slow sellers. Double face the SKUs that really deliver. Include zero sugar energy too, like Monster Ultra, the No.1 zero sugar energy brand. 2 And don’t forget flavoured favourites like Monster Juiced.

INNOVATION

Innovation drives sales 2 , so create fixture excitement with the latest launches. Remember, 62% of energy innovation sales 2 over the last year are from Monster.

MULTIPACKS

Single cans are great for shoppers when on-the-go but don’t forget to keep your multipacks chilled for shoppers who want energy now and for later.

MAXIMISE THE 2024 SPORTING SEASON

TAMARA BIRCH explores how retailers can take advantage of this summer’s packed sporting schedule and achieve bumper sales

THE KEY SPORTING EVENTS THIS YEAR

THIS summer is packed with sporting occasions, meaning a series of high sales opportunities for retailers.

The rst event to consider is the Women’s FA Cup nal being held 12 May at Wembley Stadium, followed by the men’s FA Cup nal on 25 May.

Other key sporting events are the Men’s European Football Championship (14 June14 July), Wimbledon (1-14 July), the Olympics in Paris (26 July-11 August) and the

Paralympic Games (28 August8 September).

There’s also the British Grand Prix to think about in July and the Men’s Cricket T20 World Cup in the Caribbean.

“A summer of sport is around the corner and retailers that plan ahead of the events, using them as an opportunity to inspire shoppers to create quality moments at home, will be able to reap the bene ts,” advises Lauren Priestley, head of category development for

o -trade at Diageo GB.

“To tap into popular sporting occasions, it is important to stock relevant, high-quality drinks that lend themselves to these moments.”

According to retailers, alcohol sales will increase, but linked purchases through snacks, soft drinks and confectionery will help boost spend as most sporting events result in social occasions with friends and family.

RETAILER

VIEW

Goran Raven, Raven’s Budgens, Abridge, Essex

“WE bring in more alcohol because football always brings people through the door. Football also brings friends together, and we might do more in store if we make it out of the group stages and post about our ranges on social media, speci cally the stacks of beer we have as they always have an upli . We always see an upli in the Euros when England plays, but not so much the Olympics or Wimbledon. Snacks might increase slightly, but it comes down to what you stock.”

THE CHALLENGE WITH SPORTING EVENTS

“ALCOHOL, snacks and soft drinks all experience an influx in sales, but one big factor is the weather,” says Bobby Singh, owner of BB Nevison & Post O ce in Pontefract, West Yorkshire.

“Weather dictates a lot of

sporting event on. If it’s sunny, the barbecue will be out, beers flowing and the mood will be high.

“If it’s miserable, then sales take a hit – it’s such an influencer on our day-to-day performance.”

is hard to predict and retailers have to prepare for both, in case there’s a sudden heatwave or sudden downpour.

While shelf space is precious, having a shelf dedicated to disposable barbecues or charcoal can help with lastimpromptu barbecues. If a nice day occurs, be on hand to advertise your range on social media. This will help you reach customers quickly and reassure them you have the range needed, especially if you regularly update them

ALCOHOL IS THE KEY SELLER FOR SPORT

“WE push our alcohol sales, which is why we merchandise the till area with a wide range,” explains Mike Lakhani, owner of St Mary’s Supermarket in Southampton.

Within chilled beer, 96% of sales are lager, 2% are stout, 1% are craft, and 0.7% are low- and no-alcohol beer, according to Steve Young, sales director at Asahi UK.

“We recommend retailers dedicate 40% of their range to large single bottles and three-and-four-packs,”

Young says. “Large single bottles are worth £254m, while three-and-four-pack bottles are worth £95m. These should be merchandised at eye-level or the middle of the xture.”

Diageo’s Lauren Priestley echoes this and adds: “The beer category is a versatile one, meaning it’s relevant during a whole range of occasions, especially during big sporting moments.

“Retailers that prioritise their Guinness stock will be

able to tap into not only a popular and trusted brand, but also a brand that o ers a range of formats to suit a range of customers. Guinness is available in multipacks, which are perfect for sharing and socialising occasions.”

It’s important retailers cater for low- and-no-alcohol, too, which is a growing area within retail,and tends to experience an increase in demand during the summer months as people are out socialising for longer.

“Consumers are becoming increasingly excited by the choices on o er and are demanding more of alcohol-free brands,” Priestley adds.

“Stocking a few alcoholfree options from well-known brands is a great way to encourage people to explore a range – if customers see a brand they already know and trust, they may be more likely to opt for their alcohol-free counterpart, which provides them with taste and quality assurances.”

CATEGORY ADVICE SUMMER SPORTS

SHARING OPPORTUNITIES

CATER for all sharing occasions, Matt Collins, trading director at KP Snacks, recommends. The supplier says healthier snacking will continue to rise this summer, with the segment growing by 8.4%.

“We know there is a high demand for premium lines as consumers look to make in-home occasions feel more special, with 46% of shoppers more inclined to trade up to premium

food and drink options when dining at home,” he says. “Tyrrells 150g sharing bags are key products to capitalise on, o ering classic and tasty flavours.”

Within this, soft drinks provide a perfect opportunity for social occasions. “Soft drinks often play a key part in supporters’ experience while watching major sporting events,” says Amy Burgess, senior trade communications

manager at Coca-Cola Europaci c Partners (CCEP).

“To tap into this opportunity, retailers should ensure to stock up on sharing packs from leading brands, such as CocaCola Original Taste and CocaCola Zero Sugar.”

Burgess also recommends merchandising both categories together to encourage linked purchases. “Research shows merchandising food and drink

together can double shopper engagement and increase sales by up to 32%,” she adds.

“So, retailers can boost sales by setting up sports-themed displays ahead of summer’s many major events, and crossmerchandising soft drinks with snacks and nibbles.

“This will allow customers to nd everything they need while watching the action unfold.” to events,

“OUR mouthwatering Squashies Strawberry & Cream variety reflects our dedication to creating exciting new taste sensations for our consumers. Our newest launch is sure to become a must-have sugar confectionery product, combining moreish Squashies with the classic British combo of strawberries and cream. Plus, the timing couldn’t be sweeter – launching just in time for National Strawberries & Cream Day on 21 May.

“The latest addition to our bestselling hanging bag brand in plain and £1.15 price-marked packs is a direct result of the outstanding success our retailers have had with our current range of Squashies, coupled with the fantastic feedback from our consumer research.

“Last year, to support the continued success of Squashies, Swizzels unveiled an additional factory in Cheshire, to meet growing demand and opportunities for product development long into the future.”

Clare Newton, trade marketing manager, Swizzels SUPPLIER VIEW

for by Swizzels

SUPPLIER VIEW

Matt Collins, trading director, KP Snacks

“WITH major tournaments lined up for the summer, from the Euros to the Olympics and Wimbledon, friends and family will be keen to enjoy the big events and matches together. To maximise enjoyment and bring extra flavour to sporting events, consumers will be seeking out their favourite snacks, creating a crucial opportunity for retailers to drive sales and footfall.

“To capitalise on this trend and the strength of the sharing segment, retailers should stock a range of sharing crisps, snacks and nuts products. Worth £1.7bn, sharing is the largest segment in crisps, snacks and nuts, and is growing strongly at 11.7%.

“KP Snacks is catering to the growth of sharing occasions with a diverse range of tasty snacks to generate demand and drive sales. Our range has something for everyone, including KP Nuts, Butterkist, Penn State Pretzels and Tyrrells crisps.”

SCORE FOOTY PACKS PHENOMENAL SALES WITH

CATEGORY ADVICE SUMMER SPORTS

SUPPLIER VIEW

top products

Rekorderlig Peach-Raspberry and BlackberryBlackcurrant

Molson Coors Beverage Company has expanded its Rekorderlig range with two new varieties: PeachRaspberry and Blackberry-Blackcurrant. Both flavours have a 3.4% ABV, which is lower than the brand’s 4% ABV. This is due to ongoing consumer trends towards lower-alcohol drinks. The flavours are available in 500ml bottles, with Peach-Raspberry available as a 10x330ml multipack.

Buckfast Tonic Wine RTDs

J Chandler & Co has launched two canned lines for its Buckfast RTD range. The range consists of Original (15% ABV) and Lemonade (5% ABV) varieties with added ca eine, which will be available from May, according to a retailer who shared the news on social media.

Bardinet RTD

Lauren Priestley, head of category development o -trade, Diageo GB

“WITH people looking to drink ‘less but better’ and the trend towards premium options continuing to grow in the on-trade, we can expect this to translate to the otrade, too. So, it is worth thinking about which spirits to stock. A summer of sport and celebration presents a golden opportunity for retailers to encourage their shoppers to create celebratory serves at home. We know that cocktails continue to appeal to consumers – in the on-trade, the cocktail market is worth £716m, and we expect this interest to translate to the o -trade.

“With this in mind, we strongly suggest stocking options that form the base of many easy-to-make serves – such as G&T and spritz serves. Stocking a range of well-known gin and vodka options alongside their flavoured counterparts is a great way to keep ranges exciting and inspire shoppers to create mixed drinks at home.”

THE IMPACT OF IN-STORE THEATRE

Bardinet is moving into the RTD cocktail category with the launch of a Brandy & Ginger Ale variety. The supplier is aiming to boost wholesaler availability following an initial launch in Morrisons stores in April. The variety is targeting younger adult drinkers who are increasingly buying into RTDs, which are the fastest-growing alcoholic segment globally.

Cîroc Limonata

Diageo has launched a limited-edition Cîroc variety, Limonata, across convenience and wholesale. The new vodka flavour (37.5% ABV) is available in a 70cl bottle and is infused with a citrus flavour from fresh lemons. It aims to tap into the growing demand for flavoured vodka, which is worth nearly £33m a year in impulse convenience and has grown by 14.1% in the pub sector in the past year.

Heineken limited-edition packs and glassware

Heineken has launched limited-edition sportsthemed packaging and glassware across its Original and 0.0% varieties to mark the upcoming summer of sport. The packaging, available until July, marks the brand’s status as the o cial beer of the UEFA Champions League and Women’s Champions League, which marks the brand’s rst pack design dedicated to women’s football. There are also limited-edition 0.0% packs focusing on its exclusive partnership with Formula 1. To support the launches, PoS is available, and Heineken is running a campaign across out-of-home and digital this month.

Tango Blast

Britvic has launched Tango Blast, a limited-edition range based on its Ice Blast flavours, available exclusive to convenience stores. The range consists of Raspberry Blast and Cherry Blast, and both are free from arti cial colours and flavours, and are vegan. Available in 500ml bottles, both flavours have a £1.99 RRP.

Irn-Bru football promo

Irn-Bru is set to launch a promotion to o er shoppers a chance to win branded football merchandise to tie in with this summer’s UEFA Euro 2024 tournament. Available now, shoppers can access the promotion via £3 price-marked 330ml six-packs and £1 price-marked 500ml formats of Irn-Bru and Irn-Bru Xtra, as well as sugarfree varieties in Scotland.

IN-STORE theatre can help your store stand out and bring attention to the right products. Lakhani focuses on in-store theatre to encourage his customers to get involved, while selling products in the process.

“We do football giveaways if you buy soft drinks,” he says. “We run this every day throughout the Euros, and we’ll do more if England does well.”

On the days of big matches, Lakhani will introduce ‘mega deals’ on multipacks of beer, such as Budweiser.

“We’ll sell them at £8, for example, instead of £12 for a 12-pack, so we basically sell it at cost price,” he says. “It brings shoppers in, and we’ll do a big display so customers can’t miss it.”

The retailer works directly

with Budweiser to create these displays in store, but says CCEP and SBF GB&I also approach him with PoS. Lakhani will then add more to the display to help the PoS stand out more.

Singh also works directly with suppliers across alcohol, soft drinks and snacking.

“Sporting events are huge in our area, so we’ll be installing new displays, bunting and

footballs to make the store look the part,” he says.

The retailer recommends ensuring there’s customer demand before investing in instore theatre and additional products.

“The key for us is the big events, like football, but other events such as the Olympics and Wimbledon also hold potential,” he adds.

and Wimbledon also hold po-