Retail Express – 19 November 2019 by BetterRetailing

19 NOVEMBER-2 DECEMBER 2019 STRICTLY FOR TRADE USERS ONLY

New Vype ePod

POST OFFICE REMUNERATION

CARD PAYMENT CHARGES

‘OUR REFIT HAS PUT US AHEAD’

Latest £20m subpostmaster pay boost fails to compensate for previous cuts

Retailers share warning over unauthorised charges from a thirdparty supplier

Spar Sleaford’s focus on hot food, sustainability and social media is a winning strategy

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01/11/2019

09:06

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S R E P P A R W

T I Y A S

NO.1

WITH

K C O ST

! E M

THE TOP PRODUCTS OF 2019

The biggest launches for independent convenience stores revealed P26-31 19 NOVEMBER-2

TOP PRODUCTS 19 FOR 2019

DECEMBER 2019 betterRetailing.com

TOP PRODUOCFT 2019 LAUNCHES look at SS TEAM takes a in 2019, THE RETAIL EXPRE product launches 19 of the biggest ones retailers feel made and finds out whichnce to their business the biggest differe

CADBURY DAIRY MILK FREDDO TREASURES

19 NOVEMBER-2 DECEMBER 2019 STRICTLY FOR TRADE USERS ONLY

Freddo “Cadbury Dairy Milk tremenTreasures has driven Mondelez dous success,” says ions manInterna- trade communicat Nash. IN January, Mondelez Treasures ager Susan tional dubbed Freddo 2019. its biggest launch of shelf-ready in Available Treasures packaging, Freddo Dairy Milk contains Cadbury eight toys, Buttons, one of games, smaller puzzles and directs to and a QR code that for family a website with ideas days out.

Launched: January RRP: 90p

QUORN FISHLESS FILLETS

MENTHOL VICTORY FOR RETAILERS

RED BULL COCONUT BERRY EDITION Launched: March £1.25 RRP: £1.29 (original), (sugar-free) premium PACKAGED in a Cowhite can, Red Bull conut Berry Edition is available in an original and a sugarfree variety. Coconut Berry comes in a 335ml can. 2019 has been a successful year for Red Bull, growing at 12.3%

and in the grocery channel 21.9% in symbols. its mulThe brand extended with the tipack range in 2019 launch of a 335ml four-pack.

DARK CHOCOLATE RASPBERRY CARB KILLA According to Grenade, is the its Carb Killa range bar bestselling protein in the convenience Chocolate brand Accounting for GRENADE’S Dark is made channel. it all value sales, Raspberry Carb Killa cocoa 48% of from raspberry pieces, choco- drives more growth than bar nib topping and dark r says all other protein manufacture late. The along brands combined. it contains 233 calories prowith 20g of whey tein and 2g of sugar, making it “the perfect food-to-go snack”. The product is suitable for vegetarians.

Launched: February RRP: £2.49

meat believe that reducing ,” benefits the environment director says Quorn marketing new Fish- Alex Glen. backed QUORN added two The launches were range less Fillets to its frozen de- by a major TV advertising camin response to growing paign from Quorn. options. mand for meat-free to There are two varietiesbator the range – breaded – and llets fi tered fishless of two. they come in packs with Both products are marked a ‘totally vegan’ flash. more “For the first time, consumers than half of all UK meat conare reducing their of people sumption and 57%

Launched: March RRP: £2.99

All four tobacco suppliers pledge to take back stock after the menthol ban, following pressure from Retail Express

JTI

BAT

PMI

Imperial

POST OFFICE REMUNERATION

CARD PAYMENT CHARGES

‘OUR REFIT HAS PUT US AHEAD’

Latest £20m subpostmaster pay boost fails to compensate for previous cuts

Retailers share warning over unauthorised charges from a thirdparty supplier

Spar Sleaford’s focus on hot food, sustainability and social media is a winning strategy

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our say

Chris Dillon, editor – insight

Menthol buy-back pledge shows the power of honest trade journalism THOSE of you who were trading in what now feels like the ancient past of 2017 may remember suddenly having illegal tobacco stock on your shelves overnight. When TPD II came into force for retailers, a large number of store owners still had non-compliant stock in store. Back then, we got the occasional whiff of reps agreeing to buy it back, but these secret agreements were always presented to us anecdotally – and firmly off the record. Most manufacturers didn’t make these promises clear in their formal communications, meaning retailers were hearing gossip from their peers that they thought would protect them. Many were left out of pocket. With the menthol ban coming up in May, it seemed like history was set to repeat itself, which is why I’m especially delight- TOBACCO FIRMS ed with our main story this issue. Our news team has succeeded HAVE PLEDGED in getting the big tobacco firms TO BUY STOCK to pledge to buy stock back this BACK THIS TIME time around – for every retailer, not just the ones the reps get on with the most. With this assurance, retailers can now keep menthol cigarettes fully stocked right up until the cutoff date, enabling them to continue offering the same service as the multiples, who retailers feared would use their bigger pockets to take a loss on stock to make quick wins. This pledge means we can hold them to account next May if any of you are struggling to get them to buy back your stock. We will do this gladly because our authority as a title flows directly from you, our readers. FOR MORE OPINION, GO TO PAGE 16 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Editor – news Jack Courtez @JackCourtez 020 7689 3371

News editor Megan Humphrey @MeganHumphrey_ 020 7689 3357

Features editor Daryl Worthington @DarylNewtrade 020 7689 3390

Features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355

Reporter Alex Yau @AlexYau_ 020 7689 3358 Digital content editor Jody Porter 020 7689 3378

Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief Louise Banham 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Production coordinator Ashley Reid 020 7689 3368

Sales support executive Michela Marino 020 7689 3382

Head of sales Matthew Oliver 020 7689 3367

Head of marketing Jessica Salisbury-Fielder 020 7689 3352

Account director Charlotte Jesson 020 7689 3389

Managing director Parin Gohil 020 7689 3375

Senior account manager Natalie Reed 020 7689 3372

Management accountant Abigayle Sylvane 020 7689 3383

Account manager Adelice Tatham 020 7689 3366

Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85 Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler. Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

47,895

Audit Bureau of Circulations 1 July 2018 to 30 June 2019 average net circulation per issue

Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor. Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

The five biggest stories this fortnight 01

PO remuneration increase is a ‘short-term’ solution

ALEX YAU THE Post Of�ice’s decision to increase subpostmaster remuneration by £20m has been criticised for not compensating previous pay cuts. The organisation announced the increase would be available to subpostmasters from April next year. The 10% increase would represent an additional £1,732 to each subpostmaster in the UK. It comes alongside a £17m increase in funding announced earlier this year. Post Of�ice group CEO Nick Read said the increase was the beginning of a process to help improve �inancial support provided to subpostmasters. “The retail landscape is tough, and the dedication and hard work postmasters show day in, day out must not only be acknowledged, but be properly remunerated, too,” he said. The decision to increase remuneration was made following a £118m reduction to postmaster remuneration between 2012 and 2019, a

Web delivery start-up

AN INDEPENDENT online delivery company is targeting convenience store owners with a ‘fairer’ system than rivals Uber Eats and Deliveroo. Snappy Shopper CEO Mark Steven said: “It’s about giving independent retailers control.

24% decline. Communication Workers Union assistant secretary Andy Furey said the decision would only provide a “short-term” solution to the previous cuts.

re�ill their own bottles. This month, Re�ill extended the scheme to businesses offering re�illable coffee, food and cleaning products in Bristol and Oxford. Re�ill said it was planning a national rollout next year.

just a short-term palliative.” One subpostmaster told Retail Express: “The increase in remuneration is good news, but whether we’ll see any actual bene�it is yet to be seen.”

Handling fee request

Others were built for takea- A SCOTTISH retailer has raised ways where margins can be concerns around the labour 85%, so they can afford high costs of managing a manual commissions, but this causes bottle deposit return scheme. Store owners who choose price in�lation in grocery. “We are designed for con- manual collections will be venience stores, and goods are compensated 1.5p on average sold at normal shop prices be- per container returned to their cause our commission is fairer.” store, according to the Scottish

Refill focuses on food

A CHARITY promoting free water re�ills in stores is extending its campaign to food to go. Re�ill aims to prevent single-use plastic usage by listing businesses on an app, which allow the public to

He said: “[This] does not compensate postmasters for the savage attacks on their earnings over successive years. The Post Of�ice’s outcome of this pay review is

government consultation. Mo Razzaq, of Family Shopper in Blantyre, said: “Taking bottles back manually is more labour intensive. “We will also have to take our shelves down from behind the counter, which will result in huge losses.”

Aquavape sales boost

A NEW ‘store within a store’ concept by vaping supplier Aquavape is generating £1,000 in weekly sales. The two retailers who signed up received free installation and equipment, including a ‘world-�irst in-

teractive screen’, as part of a three-year agreement. Amrit Singh, of Nisa High Heath in Walsall, said: “Vaping sales have been really strong in what has previously been a bit of a dead space in store.”

@retailexpress facebook.com/betterRetailing

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

chris.dillon@newtrade.co.uk 020 7689 3379

Tobacco companies commit to menthol buy-back JACK COURTEZ TOBACCO manufacturers have changed their positions following pressure by Retail Express to commit to take back menthol stock after the ban on 20 May 2020. Last month, only BAT agreed to swap out noncompliant stock held by shop owners. The other three major suppliers all failed to agree to the measure, with many stating they were still planning how they would support stores. JTI had said it would be

providing “advice regarding non-compliant stock on a case-by-case basis”, but when a representative of the supplier was challenged about the story by Retail Express at an NFRN meeting in Wales, they responded that the company was now also committed to swapping stock. An of�icial spokesperson for the company later said: “JTI con�irms that it will exchange non-compliant menthol and capsule stock held by retailers post the menthol ban deadline.” The remaining two suppliers, Philip Morris and

Imperial Tobacco, were then asked to reconsider their position. A new statement from Philip Morris responded: “Philip Morris Limited plans to implement a scheme to swap non-compliant stock following the implementation date of the ban.” Warned it was the only manufacturer that had not promised to swap out stock, Imperial agreed to allow returns of menthol lines, but said it would be “dealt with on an individual basis”. The campaign followed issues faced by stores after previous tobacco bans. One

retailer claimed: “Some manufacturers took back stock, but others didn’t.” Adam Hogwood, of Budgens of Broadstairs in Kent, responded to the campaign: “It’s great news for stores. We were ok last time with plain packaging, but I know a lot of smaller CTNs struggled with being left sitting on non-compliant stock. Retail Express, keep �ighting the good �ight.” NFRN national president Stuart Reddish said: “This is

good news and independent retailers can breathe a sigh of relief that they won’t be left with lots of stock they cannot sell. The NFRN would remind tobacco stockists to make sure they have the noncompliant stock ready when their tobacco reps call.”

NATIONAL LOTTERY 25TH ANNIVERSARY:

The numbers behind the launch of the draw in 1994

50,000

20%

15,906

of customers in the first draw purchased an additional item while in store

Tickets sold by the topselling shop on the first day the National Lottery went on sale in 1994

express yourself “I’m disappointed that the results of the consultation haven’t been published because a lot of effort has gone into it, and we have received a lot of support from MPs. Retail crime must remain an important issue in the election and it seems to be being put to one side. I was the victim of an armed robbery in August, as was another convenience store nearby. As a result, he has had to shut his shop.” John Parkinson, Broadway Premier, Llandudno

Copies of the National Lottery Magazine printed to coincide with the launch

£4,365 Average ticket sales per shop during the second National Lottery draw

the column where you can make your voice heard

GOOD WEEK CAMELOT: The firm celebrated 25 years of the National Lottery and retail director Jenny Blogg has confirmed that independent retailers remain its priority. Blogg said: “Last year, we launched a retailer reward scheme, and in the past six months we’ve paid out £600,000 in rewards. We’ve also relaunched our retailer hub to make help more convenient. We are absolutely serious about independent retailer engagement and advocacy.” NISA: The symbol group’s sales director, Steve Leach, officially revealed details of its new Express fascia, to be fully unveiled at Nisa’s annual retailer conference in Stoneleigh in March. The new format will target retailers with smaller-sized stores and will have different minimum order terms, which are yet to be decided. betterRetailing.com/news/ Nisa-express-fascia-plans

BAD WEEK VAT: Retailers have been warned to take action if they have received letters from HMRC telling them they do not have the suitable software for VAT returns. Under HMRC’s Making Tax Digital scheme introduced this summer, retailers with annual taxable turnover of £85,000 or more must file their VAT returns online using software from an HMRC-approved provider. RETAIL CRIME: An anonymous source within parliament has revealed publication of the results of the Home Office’s consultation on retail crime have been delayed and may never be published. The Home Office had promised to reveal the findings this month. “Because of the general election, we will not see the report published this autumn,” said the source. betterRetailing.com/news/ retail-crime-promise-broken

The Home Office has failed to publish the results of its retail crime consultation. How does this impact retailers?

“We need to make sure retail crime remains at the top of the agenda. We have to keep putting pressure on politicians and new MPs. This needs to be done in reelection campaigns to make sure they are able to take the opportunity to lobby parliamentary candidates. This will remain a priority of the NFRN, and we need the support of retailers to make sure they pressure their MPs.” Mike Mitchelson, Mitchelson News & Brampton Post Office, Cumbria

“It will be really disappointing if the results aren’t published because there were a lot of MPs who understood this issue, and they were all backing us. This is such an important topic and we need to make sure we lobby our local MPs once a new government is elected. This isn’t good enough and we can’t dismiss it. It’s sad to hear that after all the effort MPs have put into this that nothing has come of it.” Sunder Sandher, One Stop Leamington Spa, Warks

Do you have an issue to discuss with other retailers? Call 020 7689 3379 or email chris.dillon@newtrade.co.uk

Sunder Sandher

NEWS

Handepay phone charge warning MEGAN HUMPHREY RETAILERS who use card payment provider Handepay have urged others to be cautious of unauthorised charges from a partnered third-party supplier. Hemalata Patel, of K&L Newsagent in Cheshire, has been using Handepay since November 2018. She contacted Retail Express’ sister title, RN, to warn retailers of the issue.

“I was being reversecharged for phone calls on the machine from an 0870 number, by a company that carries out upgrades to the system overnight,” she said. Patel was charged £14 extra on her phone bill in September, and an extra £20 in October. “You aren’t allowed to reverse charges like this without the bill-payer’s permission, and I never gave it,” she said.

Handepay’s chief executive, Mark Latham, said: “This is a disappointing situation involving a third-party supplier. It only affects a small number of our customers who are using dial-up connections. “I believe the calls were made when the system was installing a software update.” He added: “We are sorry our customer Ms Patel has been charged without her – or our – knowledge. As soon as

we were made aware of this, we spoke to her and offered to cover those charges and discuss potentially changing to an alternative terminal type as a gesture of goodwill. Latham confirmed he has contacted the external supplier involved, Spire Payments, to review its systems. Spire Payments failed to provide a comment by the time Retail Express went to print.

Tesco to improve convenience deliveries TESCO is investing in new warehouses to help improve service in its own convenience stores, the multiple’s chief commercial officer, Jason Tarry, has said. Speaking at IGD Live London last week, Tarry said the multiple plans to open 25 automated warehouses de-

signed to pick fast-moving lines more efficiently. He said: “This will enable more efficient picking of fast-moving lines and serve more top-up shops as well as main shops.” Tarry added Booker’s website will also relaunch in January with support from Tesco technology.

SMITHS PLEDGES CALL CENTRE IMPROVEMENT

SMITHS News has pledged to improve the call centre support retailers receive following a meeting with the NFRN at the wholesaler’s call centre in Pune, India. NFRN national president Stuart Reddish and vice president Muntazir Dipoti visited the site last

month. During the visit, Dipoti raised concerns that retailers are often asked to spell out magazine titles. He said: “I suggested it might help if each magazine and its title was able to be displayed on screen. They said they were going to introduce the tool to the screen, which will help.”

Unitas backs own label WHOLESALE group Unitas claims its own-label range can help retailers compete with nearby discounters. One year on from the company being formed as a merger between rivals Today’s Group and Landmark Wholesale, Unitas managing director Darren Goldney said: “Own label can coexist in a store next to an Aldi

or Lidl. Although our brand growth is superior to own label, we’ve seen modest growth in own label as well.”

ITâ&#x20AC;&#x2122;S ANYTHING BUT AVERAGE

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Ferrero’s cracking Easter range TEN new additions will join Ferrero’s Easter range, backed by a £2.7m media spend across Spring 2020. In Easter eggs, a category growing by 3.7%, the supplier will be launching two new Kinder Surprise eggs that include bigger toys. Kinder Surprise 100g will see Justice League and Trolls toys featured, while the larger Kinder Surprise 220g eggs will

be Marvel Avengers-themed. Thorntons will also be extending its bunny Easter egg range with new Dinosaur and Unicorn-themed eggs (151g). In regards to adult eggs, Ferrero is launching a premium option with the Ferrero Collection Egg (240g). In boxed chocolates, Thorntons is introducing new packaging with a spring twist. In addition to this, the brand is launching the Classic ‘With love’ box.

IMPERIAL Tobacco has announced the launch of Lambert & Butler roll-your-own tobacco to help retailers take advantage of the growing value-for-money trend. Available to retailers now in 30g and 50g formats, with an RRP of £11 and £18.15, respectively, the new Lambert & Butler roll-your-own tobacco blend offers premium quality at an economy price point. The Lambert & Butler brand accounts for 4% of the total

cigarette market. The launch will build on the popularity of the brand, which boasts 51% recognition with consumers. Chris Street, market manager for the UK at Imperial Tobacco, said: “Demand for value for money is a dominant trend within the tobacco category. As more consumers seek out the lowest out-ofpocket spend, we’re seeing an increasing shift away from traditional cigarettes and into roll-your-own formats.”

PRIYANKA JETHWA

L&B launches rollyour-own tobacco

To see the full Easter collection, head to betterRetailing.com and search ‘Ferrero Easter 2020’

VK unveils a candy cane-flavoured treat YOU can now get your VK shoppers into the festive spirit as the company unveils a candy can �lavour. Bright red, with a strawberry & peppermint �lavour, the new variety will be launched as part of the brand’s #WeAreMerry Christmas campaign. The 4% ABV �lavour will be included in the VK mixed 10-pack for a limited time, which is stocked in Costcutter, Spar and McColl’s, and is available nationally for inde-

pendent retailers in several cash and carries. With an RRP of £12, the VK 10-pack contains two 275ml bottles of VK Candy Cane, alongside a selection of the other varieties, including Blue, Watermelon and Orange & Passion Fruit. Hundreds of golden tickets have also been added to randomly selected packs. Those who �ind a golden ticket will be able to claim VK merchandise, including a VK Christmas jumper.

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Glenlivet targets new consumers PRIYANKA JETHWA PERNOD Ricard has premiered a new campaign for its Speyside single malt, The Glenlivet, ‘Original by tradition’. The TV advert, which will run on prime channels such as ITV, Channel 4 and Sky, focuses on encouraging consumers to enjoy single malt outside the con�ines of traditional conventions and targets a new, younger demographic. The campaign will also roll out across print, digital, and video-on-demand, as well as being supported by a digital campaign on Instagram and Facebook.

Katia Fragkou, head of marketing for Pernod Ricard UK, said: “We are breaking with tradition and taking The

Glenlivet in a new direction that opens up a traditionally male-dominated category with a campaign that chal-

lenges conventions. Our aim is to reach new audiences to establish broader occasions for single malt.”

Have a Merry Malbec McGuigan launches with Concha y Toro five no-alcohol wines CONCHA y Toro has wrapped its bestselling Reserve Malbec, Trivento, in a seasonal label for the holidays. The limited-edition ‘Merry Malbec’ label will be decorated in festive colours, and rolled out across one million bottles from now until Christmas. Trivento marketing manager, Preety Johl, said: “This has been an amazing year for Trivento in the UK – our ‘Real life bold discoveries’ campaign has helped to drive growth, and new listings have continued to cement the Reserve Malbec’s position as the UK’s bestselling Malbec.” Trivento’s partnership with Discovery Channel, which launched in 2018, has been a

growth driver for the brand. Trivento has grown by 53% in value over the latest 52 weeks, and is worth £45m.

FOR shoppers who are abstaining or teetotal, McGuigan Wines has launched a range of �ive alcohol-free wines exclusively to Budgens and Londis retailers. These include varieties such as Shiraz, Sparkling, Rosé, Chardonnay and Sauvignon Blanc. The entire range is available now with an RRP of £4.50 each. The launch will be supported with in-store activations and social media coverage. In the UK, the noalcohol category has increased in value by 36% over the past year.

Robinsons refreshes New Trek packaging itself with new look focuses on health BRITVIC is refreshing its Robinsons Refresh’d packaging to highlight the product’s ‘100% naturally sourced’ claims. The logo and messaging will be repositioned making it easier to read, increasing brand standout. The brand is tapping into the growing trend for healthier soft drinks and the water plus category, worth £400m, which is predicted to grow by 8.9% over the next �ive years. Flavours available include Raspberry & Apple, Orange & Passion Fruit and Apple & Kiwi, and are available to retailers in case sizes of 12 and 24, RRP £1.29 per bottle.

AVAILABLE at Booker, Bestway and selected health wholesalers, Trek has given its range a packaging refresh. The bars now focus on the brand’s health claims that it provides natural energy without compromising on taste. They are available in 50g single formats at an RRP of 90p, as well as in multipacks of 3x50g, at an RRP of £2.50. Georgie Crook, Trek brand manager, said: “Nearly one-

third of snacking occasions are now chosen based on health, meaning consumers are demanding more from brands as they increasingly look for snacks that are bene�icial to their health and contain natural ingredients. “With 54% of consumers snacking for an energy boost or to satisfy hunger, the energy snacking market is expected to be worth an estimated £148.9m by 2025.”

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Imperial launches combi pouch PRIYANKA JETHWA Following the launch of Lambert & Butler’s �irst foray into the roll-your-own (RYO) category, Imperial Tobacco has introduced a combi pouch for Riverstone. Providing everything smokers need to roll cigarettes, the company claims it will be the �irst combi pouch in the UK market. Riverstone combi pouch comes with 30g of tobacco, 60 papers and 60 �ilters, and has an RRP of £11. With value for money a focus for many smokers, the economy RYO segment now accounts for 45% of �inecut tobacco sales, compared

with 38.3% last year. Chris Street, market manager at Imperial Tobacco, said: “The box formats on the market tend to compress the tobacco inside, making it dif�icult to separate and roll. We are addressing this issue with the launch of our Riverstone combi pouch. “As the �irst brand to bring to market this packaging, we’re con�ident this latest launch for Riverstone will attract more interest and sales from smokers looking for great-quality RYO tobacco at an affordable price.”

STOCK

Chocolate & orange take over ice creams

Cotswold Fayre gets a spring in its step

UNILEVER is getting into the festive mood by adding chocolate & orange �lavours to its bestselling ice cream brands, Viennetta, Magnum and Carte D’Or. The range includes Magnum Mini Chocolate & Orange (6x55ml, RRP £3.93), Viennetta Limited Edition Chocolate & Orange (320g, RRP £1.84), and Carte D’Or Chocolate Orange (560g, RRP £4.12). Andre Burger, vice president of ice cream and snacking at Unilever, said: “Chocolate and orange is a classic combination at Christmas. “Over the past couple of seasons, searches for chocolate orange products have increased by 55%.”

HAVING listened to retailer feedback, �ine foods distributor Cotswold Fayre is focusing on more premium gifts for Easter 2020. Paul Hargreaves, chief executive of�icer at Cotswold Fayre, said: “Products like gift bags of jellies and marshmallows from Sweet Boutique, and chocolate character gifts from Con�iserie Weibler, are sure to be favourites for the coming season.” According to Kantar, in 2019, British shoppers splashed out £146m on Easter eggs in April. Hargreaves added: “Retailers asked that for 2020 we stock a range of premium gifts offering a wider range

Country Choice’s vegan sausage roll WITH Veganuary around the corner, supplier Country Choice has introduced a vegan sausage roll to its range. The pastry roll is stuffed with a Quorn �illing that is aimed at vegans, as well as meat eaters who are looking for a change.

Supplied frozen ready to bake, the rolls come in cases of 70 and have a shelf-life of four hours in the hot cabinet once baked, with an RRP of £1.20 each. The number of people who signed up to Veganuary in 2019 topped 250,000, up by nearly 100,000 on 2018.

of prices. With spring confectionery being predominantly focused on buying for children and families, we have included a range of products, including candies and chocolate lollipops, which offers something for everyone.”

Asahi celebrates 60 years of London Pride ASAHI is celebrating the 60th anniversary of London Pride with a new advertising campaign, ‘Brewed, served & enjoyed with pride’. Rolling out across print media and outdoor, the campaign aims to reach more than 2.5 million consumers, and bring London Pride to the forefront of its drinkers’ minds by generating excitement in cask ale, which remains a major category worth £1.55bn. Tim Clay, managing director at Asahi UK, said: “Bottled ale drinkers continue to be valuable to the beer market, with the share of spend in the category currently highest among the older, more af�luent demographic.”

“It’s so important to keep the Scratchcard Dispenser fully stocked to give customers more choice.”

Raksha Patel, Mike’s News, Wimbledon

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Premier Foods gets festive PRIYANKA JETHWA PREMIER Foods is extending its cake range with seasonal additions from Mr Kipling and Cadbury. Mr Kipling’s Mini Mince Pie Selection features nine mini mince pies, containing three each of Deep Filled Mince Pies, Iced Topped Mince Pies and, a new addition especially for the selection pack, Frangipane Mince Pies. The Mini Mince Pie Selection is designed for sharing at parties, sitting alongside the 12-pack variety box from Mr Kipling and traditional products.

sponsored

Following the success of the Stem Ginger Slices and Candy Cane Slices in 2018, Mr Kipling is bringing both products back with the addition of Mince Pie Flavour Slices and Reindeer Slices. In addition to the new slices, the brand is launching two new small cakes: Chocolate Orange Whirls and Irish Crème Fancies. Under the Cadbury brand, the supplier is introducing two new Mini Roll �lavours – Caramel and Orange – with seasonal packaging. Premier Foods is also launching festive Cadbury Caramel Cakes, capitalising on

SELL

the popularity of Cadbury Caramel – which is worth £60m. The Mr Kipling and Cadbury ranges are available now. The Mr Kipling products will be supported by a reprise of its TV advert, which will feature the Deep Filled Mince Pies in the closing shot.

Republic Technologies A new mixer to pair innovates in RYO with dark spirits REPUBLIC Technologies UK is addressing consumer demand for environmentally friendly roll-your-own (RYO) accessories with its OCB Virgin Slim Papers and OCB Virgin Slim & Tips. An unbleached paper with natural acacia gum, the prod-

uct is sustainably sourced from African acacia trees, and is 100% natural, vegetarian and GM free. OCB Virgin Papers and Slim & Tips are both available in a slim vertical box, helping retailers manage shelf space effectively.

Improved recipe for Bepps pea snacks BEPPS, a range of black-eyed pea snacks, has launched a new Salt & Vinegar variety, along with a new and packaging. The new recipes have stronger �lavours and are 100% pea-based. In addition, the brand is sporting a new pack design that focuses on representing a variety of peas, pulses and grains. The range now has the additional bene�it of being VAT-free, which allows for more accessible pricing in a competitive category. Single 22g packs are available with an RRP of 89p, while 70g packs have an RRP of £1.79.

CAPITALISING on the trend for creating cocktails and bar serves at home, new Long Tail Mixers are designed to be paired with dark spirits, such as whisky, rum and bourbon.

Available in three varieties, including Blood Orange, Island Spice and Ginger Rum, the mixers go with any dark spirit. They are available at an RRP £1.45 each, or six for £7.50.

“Building rapport with customers is essential to getting extra sales and repeat business.”

New savoury dip brand to take on hummus VISIT

Nigel Railton, Camelot UK CEO and Mav Halai, Candy & Cards, Bolton

AVAILABLE from Spar and Cotswold Fayre, Cuzena is launching a range of savoury spreads and dips in Fiery Chilli, Garlic Coriander and Caramelised Onion �lavours. All dips have an RRP of £2.95 (170g) each, with the aim of challenging hummus’s “20year stranglehold on the UK’s savoury spreads and dip market”. Each vegan dip is high in protein and �ibre, includes vitamins A and C, potassium and iron, and is low in calories, containing 75% less fat than hummus.

www.TNLRetailerHub.co.uk

for more details about

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CATEGORY ADVICE

HEAT UP YOUR SALES RETAIL EXPRESS catches up with Jey Sivapalan and Bart Dalla-Mura to find out how JACOBS DOUWE EGBERTS’ advice has improved hot beverage sales HOT beverages are bought by 24 million households1, highlighting an important opportunity for retailers. To promote growth in this category, merchandising teas, coffees and hot chocolate

BEFORE

effectively is key. In September, Cigdem Lettieri from Jacobs Douwe Egberts (JDE) visited two very different stores and shared expert advice on upgrading their displays to grow sales.

THE RESULT

£1,632

Jey’s predicted annual hot beverage sales increase by following JDE’s expert advice

AFTER

FOCUS ON JEY SIVAPALAN 1 Stop Convenience Store (Go Local), Derby

CHALLENGES LINK TO SUCCESS: With basket spend going up in his store, Jey would like to encourage more link purchases in his hot beverage range. DRIVE SALES: Coffee is a growing category, and Jey wants to drive more footfall to the section to show his store can meet shoppers’ needs. RANGING FOR EVERYONE: Pricemarked and special offers are vital to Jey’s store, but he always ranges to have ‘good, better and best’ options.

CHANGES TO DRIVE SALES

BLOCK MERCHANDISING: We grouped related products – for instance, all coffees together, and sugars next to sweeteners – to help shoppers easily find what they need. HIGHLIGHT TOP-SELLERS: We added brands such as Kenco – which has a 19% value share in instant coffee2 – to widen the shopper reach and help customers notice the section. SECONDARY SITING: We put cappuccino and latte sticks, and premium lines, close to the till to encourage impulse buys.

KEY LESSONS

JEY SAYS

“I’M happy with the results and the changes JDE recommended, particularly the promotion near the till. Since the improvements to the fixture, I’ve found that customers are noticing the hot beverages

better than they were previously and are browsing the area for longer. The special promotions I’m running on Kenco are doing well and helping to increase sales throughout the store. A 48% sales increase is better than expected, the category is moving well.”

Group similar products together to help shoppers locate the products they need.

Stock popular and recognisable brands, such as Kenco, to make your display noticeable.

Add a secondary siting near your till to drive impulse buys.

In partnership with

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

Promotional feature

FOCUS ON BART DALLA-MURA Tysoe Village Stores, Warwickshire

CHALLENGES

THE RESULT

£1,129

Bart’s predicted annual hot beverage sales increase by following JDE’s expert advice

DIVERSE CUSTOMERS: Bart has a diverse range of customers, meaning he needs a mix of premium and value options. COFFEE EXPERTS: Many of Bart’s customers are avid coffee drinkers, so he needs to offer more specialised products. DRIVE SALES: Bart wants to get more from the growing coffee opportunity, and feels the category needs more prominence in his store.

CHANGES TO DRIVE SALES SPECIALIST RANGES: We added machine pods and capsules, as these will resonate well with more affluent shoppers looking for specialist products. COFFEE FOCUS: We moved coffee to the top shelves, replacing hot chocolate, as coffee is responsible for most sales and could increase shopper spend. PRIORITISE PREMIUM: We rearranged the coffee fixture around ‘price per cup’, putting premium lines on top to encourage trading up, recognising that pricing is at the retailers sole discretion.

BART SAYS

DRIVE SALES IN YOUR STORE

“I’VE had a lot of positive comments about the new layout, and am very pleased with an 11% sales increase on the category. My team is finding the fixture easier to restock and manage, with customers locating their favourite products easier – resulting in higher sales across the store. I was apprehensive about the effect the changes might have, but my stores sales are rising and I feel the changes suggested by JDE have contributed to this.”

BEFORE

To find out how you could promote growth in your store, call 0207 689 0500

KEY LESSONS

Stock specialist products for customers looking to discover something new.

Offer coffee products a prime space on your fixture to increase spend.

Stock premium options in a prime area to encourage trading up.

AFTER

JDE’S TIPS FOR YOUR STORE Getting hot beverages right is vital for driving sales and boosting basket spend

1. Block merchandise related categories and product groups together on each shelf.

EXPERT ADVICE CIGDEM LETTIERI Category Development Manager, Jacobs Douwe Egberts

2. Coffee is the biggest category within hot beverages – make sure your fixture reflects this.

3. Offer shoppers plenty of choice by stocking premium and value options.

4. Encourage impulse purchases with secondary sitings near your till.

GET INVOLVED

“THE most important changes were organising the fixture layout and adding the top-selling brands in the market. Jey and Bart need to keep their ranges up to date and continue to encourage impulse sales via secondary displays. Grouping related products together on each shelf and offering shoppers choice by stocking premium and value options clearly works.”

For more advice and tips, and to see more of Jey and Bart’s shops, go to betterRetailing.com/heat-up-your-sales 1 According to Kantar WPO – Total Market 52 w/e 26.01.19 2 Nielsen MAT 07.09.19 3 Figures based on EPOS data analysis for the six weeks prior to and after JDE’s visit

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OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Get in touch for the chance to be featured in Retail Express

EXT IRI MarketPlace GB, value sales, latest 52 weeks 28.07.19 2MMR, purchase intent on Ribena Frusion concept, liquid quant test, August 2018 3 KWP Usage: Total Soft Drinks 52 w/e December 2018 vs 2017 4IRI, MPF, YTD to 26th August 2018 5IRI, MPF, YTD to 26th August 2018 6EXT IRI MarketPlace GB, value sales, latest 52 weeks 28.07.19

TRACK AND TRACE: Are there

still concerns around regulation? “THE regulations have been in place for over six months now, but there are still plenty of unanswered questions about how they work in practice, leaving retailers in fear of unwittingly being on the wrong side of the law, as well as bearing additional costs in the long term. We need clarity from government as soon as possible.”

Charlotte Flook Head of Ribena at Lucozade Ribena Suntory

James Lowman, chief executive, ACS

Making the most of a new launch from one of Britain’s favourite brands Ribena sells an incredible 124 bottles every minute1. It is a brand that holds a special place in the hearts of shoppers, who choose Ribena because of its great taste and British heritage. This year we’ve invested more than £10m in the Ribena brand with a high-impact TV and digital ad campaign – Blackcurrant Artistry since 1938, most recently seen on screens in September – that emphasises the history, heritage and craft that goes into creating Ribena. The campaign celebrates Ribena’s expertise and it has been fantastic in helping to put the brand right at the front of shoppers’ minds. While the heritage of Ribena is important, we know the soft drinks category, and consumer tastes, are constantly evolving, and so we need to adapt along with them. This year, the brand moved into the enhanced and flavoured waters category for the first time with the launch of Ribena Frusion. Ribena Frusion is unique in the soft drinks category, using blackcurrant water naturally infused with real fruits and botanicals. Low in calories, rich in vitamin C* and with no sweeteners or preservatives, in consumer testing 89% of respondents said they would buy Ribena Frusion. Ribena Frusion sits in a different category to its original versions. It is a flavoured and enhanced water, and will appeal to shoppers looking for ‘enjoyable wellness’ – a trend that saw 156 million more soft drinks consumed by health-conscious shoppers versus the previous year, for example. Enhanced waters have seen growth of 30% since 2011, and growth is forecast to accelerate to 44% by 2022. Ribena Frusion is ideally placed to cater for the consumer need for tasty hydration, wellness and enjoyment, while bringing incrementality to the category. Retailers need to look at bestsellers and well-loved brands, while also looking into categories that will drive future sales. Ribena is a key brand in helping make that happen. FIND MORE ON OUR CATEGORY INSIGHT STRATEGY AT LRSUNTORY.COM/TRADE

“WE are concerned that funding for the scheme appears, in some cases, only to cover implementation, rather than the full costs to a business of meeting their obligations. We have asked for assurance from HMRC that tobacco manufacturers will provide and maintain the necessary equipment over the lifetime of the regulations.” James Bielby, chief executive, Federation of Wholesale Distributors chief executive

We need clarity from government as soon as possible

SUSTAINABILITY: How can water refill stations help retailers? “WE are always looking to support our members and customers through the services we offer. Water re�ill stations are a cost-effective, accessible way to support all of our customers with their health and well-being, and reduce plastic consumption and littering.”

We are always looking to support our members and customers

Hannah Gallimore, corporate responsibility manager, Central England Co-op

“REFILL is a campaign to prevent plastic pollution making it easier to reuse and re�ill your water bottle on the go than to buy a single-use plastic bottle. There are now more than 30,000 Re�ill Stations on the app in the UK alone – including railway stations, airports and high street chains.”

Spokesperson for sustainability charity Re�ill

RETAIL CRIME: What progress has been made on retailer safety? “WE’RE continuing to invest in technology, equipment and training to make colleagues feel safer. We’re currently rolling out our remote monitored CCTV into more shops. We’ll continue to campaign to show it’s not part of the job to be verbally abused, threatened or attacked.” Jo Whit�ield, chief executive of�icer, Co-op Food

“OUR message is clear: abuse is not a part of the job. We continue to call for stiffer penalties for those who assault shopworkers and the introduction of a simple, standalone offence that is widely recognised and understood by the public, police, courts and, most importantly, criminals.”

Our message is clear: abuse is not a part of the job

Paddy Lillis, general secretary, Usdaw

COMMUNITY: Were disabled customers supported for Purple Tuesday?

Purple Tuesday highlights the importance of disabled consumers *Ribena Frusion provides vitamin C which helps protect your cells from oxidative stress

“EARLIER this year we became the �irst retailer to introduce sun�lower lanyards for customers with hidden disabilities into all of our stores. Purple Tuesday is a great opportunity to remind our stores of all the great resources we have introduced over the past year.” Zoe Mountford, lead sustainability manager, Marks & Spencer

“PURPLE Tuesday was created by disability organisation Purple, highlighting the importance and needs of disabled consumers. Spar employees will take part in an online learning module to raise awareness of disabilities, including hidden ones, ensuring the customer experience is more accessible.”

Spokesperson, Blakemore Retail

FEATURE CATEGORY ADVICE

In partnership with

19 NOVEMBER-2 DECEMBER 2019 betterretailing.com

Promotional feature

PERFECTING YOUR SOFT DRINKS RANGE RETAIL EXPRESS joins LUCOZADE RIBENA SUNTORY’s (LRS) category

expert, Jemma Healy, to see how she can help Go Local retailer Swarti Rabadia increase her soft drinks sales

THE OPPORTUNITY

50%

of all soft drinks are purchased on impulse1 BEFORE

HAVING a well-merchandised core range is vital, as it can help popular brands stand out and drive impulse purchases. It’s important that retailers merchandise with growth areas in mind, such as the trend towards low- and no-sugar drinks. Retail Express, with Jemma Healy from LRS, visited Swarti Rabadia at her store in Leigh, Greater Manchester, to show her how to grow her soft drinks sales.

FOCUS ON

EXPERT ADVICE

Go Local Rabadia Convenience, Leigh, Greater Manchester

Category Controller, Lucozade Ribena Suntory

SWARTI RABADIA

“WE are quite open-minded and want to better our business, but struggle with merchandising and educating our staff on the products we sell. Our sales are steady, but our soft drinks range is quite small for a 1,600sq ft store, so we’re keen to find out how we can grow our range and sales in line with shopper missions, and improve our store as a result.”

JEMMA HEALY

“SWARTI’S store is a community hub. She can maximise sales by merchandising her soft drinks range to reflect shopper missions. We’ve introduced new flavours, particularly in the sports and energy drinks segment, which will help drive impulse sales and bring in a wide variety of shoppers.”

ACTION PLAN

Healthy goodness: We brought juice drinks, and flavoured and plain waters together to help shoppers find drinks that suit their taste and health needs.

Flavour: We increased the range of flavoured drinks to bring in new customers and inspire existing shoppers to try something new.

Flow: We grouped subcategories and formats together to help shoppers easily find the products they are looking for.

1 2 3

LUCOZADE RIBENA SUNTORY’S TIPS Place bestsellers at eye level so shoppers can locate favourite brands. Keep up to date with new products to increase sales and drive footfall. Educate your team on the brands stocked and make recommendations.

WHAT HAPPENS NEXT?

Over a sixweek trial period, Swarti followed Jemma’s expert advice. We tracked the sales data at the store to see what changed.

Keep a lookout for Retail Express on

3 DECEMBER

GROW SALES IN YOUR STORE To see more of Swarti’s shop, and for more advice and tips, go to betterRetailing.com/ perfecting-soft-drinks Ref: IGD Food to Go 2016

HEATED CONVERSATION. WITH THE NEW HEETS PACK LAUNCHING THIS MONTH, WE THOUGHT IT WOULD BE A GREAT TIME TO SPEAK TO RETAILERS ABOUT THE HEATED TOBACCO CATEGORY. This month Shahid Hussain, United Supermarket, Bristol. Q) Tell us your opinion of the tobacco market in recent years A) Well I have noticed less people buying cigarettes from me over the last few years. It used to be one of the main things I sold but not as much anymore. I guess people are quitting or switching to alternatives. Q) What alternatives to cigarettes do you stock? A) I have e-cigs and Vape products and also Heated Tobacco Q) How is Heated Tobacco different from other alternatives like vape products? A) Well at first, I didn’t know much about it and I just thought it was another type of vape. But when I looked into it I realised that it’s tobacco, not liquid. I sell it the same way as cigarettes – it comes in packs of 20 and my regulars come in a couple of times a week to grab a pack. It’s actually helping with footfall.

Q) What advice can you give to other retailers who want to get involved with this new category? A) I’d say just grab some when you’re in the Cash and Carry next time and give it a try. To start selling, I explained what it was to my staff - I used the website (IQOS.com) to help them understand it – it’s simple enough. You can also get more information about heated tobacco at the local Cash & Carry. To find out more log onto iqos.com

uk.iqos.com

PHI0594_HEETS Advertorial_RE_AW1.indd 1

12/11/2019 16:32

LETTERS

Harj Mickleton Village Stores, Dhasee Gloucestershire

Letters may be edited

In challenging times, we need to be smart and play to the strengths of convenience stores

‘Funding unclear for business improvement districts’ THE promise of “funding” is never clear when business improvement districts (BIDs) are being set up. There is very little in the way of external funding. The funding is an extraction of local business owners’ money, with a third of this money being used to pay running costs. The only people BIDs help is those

who have jumped on the gravy train. In our area, we have pointed out the many �laws in the BID and were taken to court over non-payment. This is a civil matter and cannot be enforced. Trust me, I can assure you this is the way to end these quangos. Anonymous

Retail Express editor of news Jack Courtez responds: “BIDs have proved a contentious subject, while some – retailers, in particular – see them as valuable ways of improving areas for the bene�it of local businesses, others see the mandatory charges as an additional tax for services that should be paid for by their existing tax contributions. I would warn

TWEETS OF

any retailer considering non-payment of the BID fees to check with a legal expert �irst – NFRN members have access to this free through NFRN Legal. There have been many cases in which competent store owners have been taken to court over non-payment and lost, often facing additional costs such as court fees and collection charges.”

THE WEEK

WIN a £50 Ribena prize package

Tweet us to get featured!

@retailexpress

136 days since @ukhomeofﬁce closed Call for Evidence on shopworker violence – since then, 7,500 @coopukcolleague have been abused, 800 attacked & 500 attacked with weapons. Every day of inaction means more violence & I call on whoever is elected to take action #EnoughisEnough @JoWhitﬁeld

THESE are worrying times for retailers, with the uncertainty of the election and talk of upping the minimum wage. It makes it more important than ever to focus on the things we can control. We need to be smart in our key trade and play to the strengths of convenience stores. This means Each issue, one of seven top looking at the retailers shares advice to technology we can make your store magnificent invest in to make our stores viable in the long term. I think one of the biggest trends over the next couple of years is going to be self-service checkouts – I think we’ll see thousands of shops installing these. A few years ago, they were too expensive for an independent retailer to even consider, but as more companies develop them, the price is going down. At the same time, a younger generation of customers is now expecting self service everywhere they go. Making your back office work for you is also going to be vital in the years ahead. Automatic ordering and a wellmanaged EPoS system can save you time, and that means saving money, which is vital as the financial pressures on retailers mount. Of course, you also need to manage the transition into these trends, and that means making sure your store keeps a good feel and ambience. To that end, we run detailed staff training every three months, to get them really involved in the business. Recently, we took them through our basket spend through the day to help them understand when our peak hours are, and the different types of customers who come in at those times. It helps them understand the business and the shoppers they have to deal with every day. However much changes, it’s always important to make sure you do the basics, like customer service, as well as you can.

How cool are Bulldogs Milly & Arthur! I got to meet them on Sunday with their new owners. Great example of the amazing work @BleakholtUK do rehoming our furry friends. It was great to drop off the proceeds from our @WebboxPetFood treat sales… £200! #AdoptDontShop @LOMASNEWS WITH 124 bottles sold every minute, Ribena is an essential part of every chiller. Shoppers will have seen the brand’s ‘Blackcurrant artistry since 1938’ campaign as part of a £10m investment during 2019. Five winners will each receive cases of Ribena, Ribena Frusion Kiwi and Ribena Frusion Blueberry as well as PoS material to the combined value of £50.

TO ENTER Fill in your details at:

betterRetailing.com/competitions Our competitions remain online for four weeks from publication date. Editor’s decision is final.

Huge thanks to @lawrencehunts for their amazing donation of £500 from their carrier bag sales! And thanks to Craig from the Bowerham Spar for nominating us @Girlguiding_NWE @LancsNW @ girlguiding #community @5thLancGuides

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing chris.dillon@newtrade.co.uk 020 7689 3379

CATEGORY ADVICE

DRIVING GUM SUCCESS

In partnership with Promotional feature

GET INVOLVED For more advice and tips, and to see more of Shailesh and Vicky’s shops, go to betterRetailing.com/ driving-gum-success

RETAIL EXPRESS joins Mike Fitzpatrick from MARS WRIGLEY to put specialist category advice into action and help two retailers drive their sales GUM is rarely a planned purchase, which makes it crucial to ensure that the fixture is visible, fully stocked with bestsellers and easy to reach. To find out how to drive these essential impulse sales, Retail Express joins Mike Fitzpatrick from Mars Wrigley and two retailers to share key category advice.

EXPERT ADVICE

MIKE FITZPATRICK

Field Sales Leader, Mars Wrigley

Before

MARS WRIGLEY’S TIPS FOR YOUR STORE

FOCUS ON

Nisa Local New Invention, Wolverhampton, West Midlands

Vicky’s Convenience Store, Bromsgrove, Worcestershire

SHAILESH PAREKH

VICKY ONIONS

“I LIKE to have an open counter area, so I use the space under the tills for gum and mints. Unfortunately, this means customers have to bend down to see them and sometimes they bypass the display entirely. My sales have stagnated, so I’m hoping that, with Mike’s expertise, we can improve the visibility of the gum display and my sales will increase as a result.”

“WITH a small store, I need to be strategic about where I place my products. Customers often have trouble finding the gum fixture, especially if they are picking up a coffee. Also, keeping up to date with the bestselling lines and new products is challenge for me. I hope that with Mike’s help to improve my display and the fixture’s visibility, sales will increase.”

MIKE ADVISES

“SHAILESH has high footfall in his store, meaning there’s a key opportunity to increase impulse sales. Dedicating prime counter space for a gum fixture is important to driving sales, so we’ll add counter-top displays. We’ll do this at both tills to ensure better visibility to increase ease of purchasing even during busy times. Shailesh is also missing some of the bestselling lines, so we’ll add those in to cater for different types of shoppers.”

“VICKY has a good range, with most of her bestsellers on display, such as Extra Peppermint. The key opportunity for her is ensuring good availability and grouping product types together to maximise sales, especially as gum is an impulse-led category. Vicky’s gum display is currently obscured by a greetings card stand, so we’ll move it to a different position to ensure the best visibility of the gum stand, which should help to increase her sales.”

ACTION PLAN

Range: To help Shailesh cater to all shopper needs, we added bestselling lines, including Extra Strawberry, some new lines and the bottle format.

Height: To help customers see Shailesh’s range, we moved his gum to a new fixture on top of the counter, which could grow sales by up to 20%.

Visibility: To ensure his gum can be seen at both tills and grow impulse sales, we placed an additional gum fixture by Shailesh’s second till.

1 2 3

Presentation: A greetings card rack was blocking customers from seeing the fixture, so we moved this and placed key lines at eye level. New products: To help bring new shoppers into the gum category, we’ve added some key new lines, such as Starburst Gum Fruity Mixies. Secondary siting: Vicky was missing out on potential sales by her hot drinks machine, so we added a small display of the top-selling lines.

1 2 3 4

Stock the full range, especially bottle format, to inspire trade-up. Display gum next to the till and at eye level to maximise visibility. Be disciplined in ordering gum to ensure it’s always available. Dual-site gum by hot drinks machines or food to go to grow sales.

THE OPPORTUNITY

62%

of single gum purchases are not planned

29% of gum is consumed after drinking hot beverages

WHAT HAPPENS NEXT? Over a six-week trial period, Shailesh and Vicky followed Mike’s expert advice and we tracked the sales data.

Keep a look out for Retail Express on

3 DECEMBER

CATEGORY ADVICE CAKES & BISCUITS

TREATING YOURSELF As November draws to a close, independent retailers should be looking to drive sales in the last few weeks leading up to Christmas by making sure they have the key cakes and biscuits lines in stock. TAMARA BIRCH looks at how best to range and display the category

SEASONAL OPPORTUNITIES CHRISTMAS is the biggest time of year for consumers, and it’s usually filled with festive treats and panic as they shop for Christmas presents. Festive celebrations begin earlier every year, with multiples adding in Christmas stock from as early as August. Convenience retailers can capitalise on seasonal trends by catering for last-minute purchases and focusing on the shoppers wanting to indulge.

Steve Kelly, Premier Foods channel director for convenience and wholesale, says seasonal occasions remain a big opportunity for cakes. “As we move into winter, Halloween and Christmas are high on the agenda for cake brands. “By capitalising on the demand for sharing formats to enjoy with family and friends, retailers can offer shoppers more choice and help increase sales,” Kelly says.

The biscuit category is worth £650m in the convenience channel and, as shoppers are beginning to rely more on independent stores, there is a significant opportunity for retailers to stock products that best align with shopper missions to maximise sales. Stuart Graham, Pladis customer marketing director, says optimising space is key to driving seasonal sales. “Independent retailers have lim-

ited space in store and should therefore try to use it as efficiently as possible to drive Christmas sales. In light of this, our recommendation is to stock bestselling products that generate the biggest return,” Graham says.

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

CATEGORY ADVICE CAKES & BISCUITS

THE CHANGING SHOPPER IT’S no secret that shopper habits are evolving. Consumers lead busy lives and traditional homemade meals are being swapped for quick and easy options or products they can snack on. This presents a top opportunity for retailers to drive cakes and biscuits sales. According to Pladis, nine out of 10 shoppers claim to

snack multiple times every day, while one in 14 go without meals altogether and rely on snacks to keep them going. Focusing on biscuits as a snacking product could bag retailers a percentage of the £330m sales opportunity. Cakes are associated with shoppers wanting to treat themselves. Even health-con-

SUPPLIER

VIEW

Susan Nash, Mondelez trade communication manager, explains how retailers can be successful in the cakes and biscuits category

scious consumers will occasionally indulge for their weekly ‘cheat meals’, so aim to stock a range of cakes in your food-to-go section, by the bakery, and stock fresh cakes in the chiller to maximise visibility and increase sales.

HEALTHIER SHOPPERS LAUNCHES & PROMOTIONS

Festive cakes and biscuits products Christmas is a time for shoppers to be indulgent, treat themselves and not worry about the ramifications until the new year. Here’s some top festive cakes and biscuits to encourage customers to enjoy the season. Jammie Dodgers seasonal special In a festive first since the brand was launched more than 50 years ago, Jammie Dodgers has had a limited-edition design change. The biscuit’s embossed ‘splat’ showcases three seasonal designs: a stocking, star and a Christmas tree. The product also sports a festive-themed pack for maximum impact. RRP 89p. McVitie’s Mini Gingerbread Men Decorating Kit McVitie’s Mini Gingerbread Men Decorating Kit is part of its 2019 Christmas range. A perfect addition to a retailer’s range for customers getting in the festive spirit. This product is great for bringing festive cheer to the young and the young at heart. The product includes five packs of gingerbread men and two icing pens. RRP £2. McVitie’s Luxury Chocolate Biscuit Selection Comprising 24 fully-coated biscuits, McVitie’s Luxury Chocolate Biscuit Selection is a must-stock product for retailers. This is due to shoppers wanting to indulge over the festive period. Boasting biscuits with milk, dark and white chocolate options, the festive packaging is sure to stand out on the shelf. Available in a 400g box, with an RRP of £10. BelVita Soft Bakes Choc Chip Impulse snacking is worth £8.6bn, with biscuits accounting for 31.4% of the impulse snacking category, making it a prime opportunity for retailers to achieve higher sales. BelVita Soft Bakes Choc Chip can be marketed as a breakfast biscuit, as well as a great snack to consume throughout the day. Stock on a breakfast display, as well as with your biscuit products to improve sales. Border Biscuits Dark Chocolate Ginger Border Biscuits recently invested £3.5m to boost sales of its Dark Chocolate Ginger biscuit. Sales have increased by 38% in the past two years, so there’s a key opportunity for retailers to drive sales with this product. The campaign introduced bold, eye-catching graphics positioning the Dark Chocolate Ginger prominently on pack.

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

EIGHTY-FIVE per cent of consumers claim they are trying to improve at least some aspects of their diet to become healthier, and almost one in every three food products are now chosen for health, according to Mondelez. Health-conscious shoppers may snack, or treat themselves less frequently, but when they do look for a treat, they’re prepared to spend a little more on something

that tastes great and will help them feel good, too. Graham says healthier biscuit options grew 4.5% in 2018. “Healthier biscuits is the largest sector in the sweet biscuits category, worth £562m,” Graham states. “This means that having products available for shoppers looking for healthier snacks is vital, particularly during the ‘new year, new me’ health surge,” he explains.

“AT Christmas, shoppers are looking for treats, with 71% agreeing the festive season is a time to splash out. Christmas is a growth opportunity for retailers, with basket spend increasing by up to 3.5% in 2018 compared with 2017. “Retailers should concentrate on growth by offering products that meet the needs of today’s consumer. Optimise sales by making the most of new launches, as well as staying on top of new and upcoming trends. “To grow spend, merchandise any top-up purchase in accordance to helping shoppers find what they’re looking for. We believe the key merchandising principles are: group by product type, block by brand, group by pack size, stock bestsellers on prime shelving space, and align space to share of sales.”

USE LOCAL SUPPLIERS RETAILERS have told Retail Express that their customers are more likely to purchase a product if it has been locally sourced, and cakes and biscuits are a category where local suppliers have proven particularly popular. Fresh cakes typically have a shorter shelf life, so retailers planning to introduce a range should consider stock-

ing one or two cake products to get a sense of their popularity before committing to a whole fixture’s worth. Similarly, merchandise your fixture with a small range of locally-sourced baked goods alongside branded cakes – such as Mr Kipling – to last longer and cater for customers wanting to indulge.

RETAILER

VIEW

Jacqui Dales, of London Road Bakery in Lincolnshire, explains the trends she’s noticed in the cakes and biscuits category, and how she’s used them to grow sales Base your range on promotions “Compared to last year, the cakes and biscuits category isn’t performing as well. I have, however, noticed that my customers are price-led and tend to opt for biscuit products that are on promotion. For example, Biscoff Biscuits are on promotion for £1 and sales are thriving, but I know that once it ends, they will move on to something else. To keep sales high, work with suppliers or your symbol group to keep up to date with the latest promotions. Make sure you have a promotional calendar as this is what drives sales.”

Make your own cakes

“Before operating as a convenience store, we were just a bakery. Every morning, we make fresh cakes to be sold throughout the day, which has proved more popular than branded boxed cakes. It’s more likely my shoppers will invest in a slice of apple crumble than buying a box of six cakes. Shoppers like to treat themselves and it’s up to retailers to cater to these missions.”

The UK’s No.1 Chocolate Gingers* Our famous recipe of cool dark chocolate and fiery ginger crunch makes our Dark Chocolate Gingers the nation’s favourite. And as the star of our £3.5M investment in the Border brand, including a 3-month national campaign featuring TV, their fame is only going to rise. For further information please contact:

sales@borderbiscuits.co.uk

Source: Kantar, Take Home Purchasing, 52 w/e 16 June 2019

ADVERTORIAL GROW YOUR SALES

CASE STUDY

DHAN AMIN ONE STOP STOKE ALDERMOOR Location: Coventry Shop size: 2,500sq ft Staff: Five full-time, three part-time

MAKING THE MOMENT Retail Express joins DIAGEO’s Justin Hurn to help Coventry retailer DHAN AMIN offer an Instagramworthy range and drive his spirits profits

OVERVIEW WE live in an increasingly experience-orientated economy, and with 44 million social media users in the UK, it’s no surprise that most adults discover new trends and products online. In fact, according to Diageo’s ‘Transforming Drinks Experiences’ report, 71% of consumers are likely to recommend a product on social media if they’ve enjoyed it. With the level of sophistication of drinks at home on the rise, it is important retailers offer a range of spirits that inspires their customers to create special moments and talk about them online. Dhan Amin has been a retailer for more than 20 years, running One Stop Stoke Aldermoor in Coventry for the past three. With no other stores near to his, it’s crucial that he caters for all his customer needs and keeps on top of upcoming trends. Noticing a rise in premium products and gin, Amin often updates his range to cater for new and existing shoppers, but he is interested in learning more about stocking the right lines customers are looking for. Here, Diageo’s business development executive, Justin Hurn, explains how Amin can cater for these key trends and increase sales.

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

In partnership with

THREE STEPS TO SUCCESS 1 MERCHANDISE

2 ENGAGE YOUR

3 LITTLE

“Amin has a wide range, with a mixture of own-label and premium products,” Hurn says. “Shoppers are looking to create special occasions at home and are willing to spend a little more to do so. Putting premium brands, such as Tanqueray, in a prime position means customers are more likely to trade up.”

“Flavoured sprits, such as Cîroc varieties, have gained momentum through social media, with ‘personalities’ promoting these products,” Hurn explains. “Retailers who get involved with social media have a prime opportunity to tap into the latest trends, especially by uploading new products and engaging their audience.”

“Many of Amin’s customers shop on a budget, so it can be difficult for him to encourage them to try something new. Stocking smaller bottles of popular products, such as Gordon’s Gin, presents the opportunity for consumers to explore,” Hurn explains. “During the festive season, retailers should cater for these consumer missions.”

BY PREMIUM

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“WE mainly stock products recommended to us by our symbol group, but we are always looking out for new and upcoming products to introduce. My customers are always looking to social media for new drinks, with gin a key seller. Following the visit with Diageo, I feel we are now able to better cater for our customers who are looking to recreate social media ‘influencer’ lifestyles at home. A particular highlight has been adding the 35cl Gordon’s Premium Pink Distilled Gin to the range, which I’m positive will be a hit with my customers, especially those on a budget,” Amin says.

Diageo business development executive Justin Hurn explains how retailers can help their customers make the moment with special drinks

Keep on top of trends Retailers should keep on top of the latest drinks trends and ensure these are reflected throughout their range. For example, 40% of consumers now serve cocktails pre-dinner when entertaining1, with ‘spritz’ wine-based cocktails becoming staples.

Engage digitally

Harness the ‘Aperitivo’ moment

There are now more opportunities than ever for retailers to engage digitally with customers. Seven in 10 adults surveyed have discovered a new beverage on social media and considered buying it, and 71% of consumers who have a good experience with a brand are likely to recommend it to others on social media2.

The popularity of offering a pre-dinner drink has played a role in the explosion of the gin & tonic. Over the past two years, more than 200 new gins have been introduced to the UK market, accounting for nearly a quarter of all new spirit products. Retailers should strive to cater to consumers’ growing repertoire – with customers having tried an average of 6.9 gins in pubs and bars3.

1. Great British Chefs Insights Dinner Parties, October 2017 2. Sprout Social – Bars Restaurants Social Media Guide, April 2018 3. CGA OPMS MAT 23.02.19

For more advice on how to drive sales across your store, go to betterRetailing.com/category-management

TOP PRODUCTS 19 FOR 2019

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

TOP PRODUCT LAUNCHES OF 2019 THE RETAIL EXPRESS TEAM takes a look at 19 of the biggest product launches in 2019, and finds out which ones retailers feel made the biggest difference to their business

CADBURY DAIRY MILK FREDDO TREASURES Launched: January RRP: 90p IN January, Mondelez International dubbed Freddo Treasures its biggest launch of 2019. Available in shelf-ready packaging, Freddo Treasures contains Cadbury Dairy Milk Buttons, one of eight toys, smaller puzzles and games, and a QR code that directs to a website with ideas for family days out.

“Cadbury Dairy Milk Freddo Treasures has driven tremendous success,” says Mondelez trade communications manager Susan Nash.

QUORN FISHLESS FILLETS Launched: March RRP: £2.99 QUORN added two new Fishless Fillets to its frozen range in response to growing demand for meat-free options. There are two varieties to the range – breaded or battered fishless fillets – and they come in packs of two. Both products are marked with a ‘totally vegan’ flash. “For the first time, more than half of all UK consumers are reducing their meat consumption and 57% of people

believe that reducing meat benefits the environment,” says Quorn marketing director Alex Glen. The launches were backed by a major TV advertising campaign from Quorn.

RED BULL COCONUT BERRY EDITION Launched: March RRP: £1.29 (original), £1.25 (sugar-free) PACKAGED in a premium white can, Red Bull Coconut Berry Edition is available in an original and a sugarfree variety. Coconut Berry comes in a 335ml can. 2019 has been a successful year for Red Bull, growing at 12.3%

in the grocery channel and 21.9% in symbols. The brand extended its multipack range in 2019 with the launch of a 335ml four-pack.

DARK CHOCOLATE RASPBERRY CARB KILLA Launched: February RRP: £2.49 GRENADE’S Dark Chocolate Raspberry Carb Killa is made from raspberry pieces, cocoa nib topping and dark chocolate. The manufacturer says it contains 233 calories along with 20g of whey protein and 2g of sugar, making it “the perfect food-to-go snack”. The product is suitable for vegetarians.

According to Grenade, its Carb Killa range is the bestselling protein bar brand in the convenience channel. Accounting for 48% of all value sales, it drives more growth than all other protein bar brands combined.

TOP 3 BIGGEST NEW SOFT DRINK * THIS YEAR 60% of sales are incremental to the energy and cola categories** Coca-Cola Energy is worth over £4m since launch*

ALSO AVAILABLE IN PMP

Great Coke taste designed to appeal to consumers that are not traditional energy drinkers Includes caffeine derived from natural sources including green coffee beans and guarana To ﬁnd out more visit www.cokecustomerhub.co.uk or call Customer Hub on 0808 1 000 000 *Nielsen Total Cov value data to 07.09.19 – Coca Cola Energy is the 3rd Largest IC soft drink innovation of 2019 ** Kantar (Take Home) – 16wks w.e. 11.08.19 ©2019 The Coca-Cola Company. All Rights Reserved. High caffeine content. Not recommended for children or pregnant or breast-feeding women (caffeine 32mg/100ml). Consume moderately. Niacin (vitamin B3) and vitamin B6 contribute to normal energy-yielding metabolism. Consume as part of a varied and balanced diet and healthy lifestyle.

COC1157_Coke Energy Update Ad_PMP_RE_AW1.indd 1

13/11/2019 10:08

TOP PRODUCTS 19 FOR 2019

COSTA CANNED COFFEE Launched: June RRP: £1.79 COSTA Coffee ready-to-drink cans were the first ‘major’ product launch following the Coca-Cola Company’s acquisition of Costa Coffee in 2019. Brewed with Costa Coffee beans, the chilled cans launched in three of the com-

pany’s most popular varieties – Classic Latte, Caramel Latte and Black Americano. According to the company, they contain “30% less sugar than most other ready-to-drink coffees, and between 15 and 108 calories per 250ml can”. Each drink contains the caffeine equivalent of a double shot of espresso.

MYBLU INTENSE STARTER PACKS Launched: August RRP: £19.99 IMPERIAL Tobacco extended its Blu vaping range with a starter pack that includes Myblu Intense Liquidpods in the summer. The kit contains the brand’s pod-mod vape device, USB charger and two Intense Liquidpods in Menthol and Golden Tobacco flavours. The supplier said smokers expect a nicotine hit that is similar to traditional cigarettes, which is something the Intense range aims to deliver by containing nicotine salts.

Nicotine salts enable nicotine to be absorbed into the body faster than normal e-liquids.

THE TOP 4 WE asked a panel of retailers what their top performers were from the top 19 product launches this year. There was an overwhelming winner when it came to choosing the best product launch of 2019, according to our panel, with 67% of the retailers saying Cadbury Orange Twirl was their best performer this year. Just as significantly, KitKat Ruby and Cadbury Freddo Treasures have also been important performers in the convenience channel this year, with 11% of the surveyed retailers highlighting them as their top performer. This shows that, for all the new trends that have hit the convenience channel, confectionery still generates the most customer excitement. As Natalie Lightfoot, of Londis Solo Convenience in Glasgow, says: “I sold 1,008 Orange Twirls in six days. It outsold any confectionery line I sold in a 10-month period, including Creme Egg, which we sell intensely in its short shelf time each year.”

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

CADBURY ORANGE TWIRL Launched: September RRP: 65p FOLLOWING a successful launch in Australia and New Zealand, Mondelez brought limitededition Cadbury Orange Twirl to the UK in September. Available in 43g bars and in cases of 48, the launch aimed to tap into the growing flavoured single confectionery segment.

“The response to the first-ever Twirl flavour has been overwhelmingly positive,” says Radhika Pai, Cadbury Twirl brand manager at Mondelez. Following the launch, a number of major newspapers, such as the Metro, ran stories explaining to readers how they could get their hands on the limited-edition bars.

SMIRNOFF INFUSIONS Launched: April RRP: £14 A 23% ABV drink infused with fruit flavours, Diageo’s Smirnoff Infusions come in two varieties: Orange, Grapefruit & Bitters and Raspberry, Rhubarb & Vanilla. Diageo recommends 50ml of Smirnoff Infusions are

mixed with soda to create a drink containing 87 calories. The new drink’s launch was supported with a £4.4m campaign, which Diageo anticipated would reach 97% of the UK population in the first year. The supplier says, in wholesale, retailers will find the drink sited next to vodka.

KELLOGG’S WHITE CHOC COCO POPS Launched: June RRP: £2.99

IRN-BRU ENERGY

CONTAINING 30% less sugar than other chocolate rice cereals, Kellogg’s White Choc Coco Pops was launched in response to the growing desire for white-chocolate varieties. The product was initially launched in supermarkets, before becoming available to independents. “We have created white chocolate Coco Pops that taste as good as the original,” says Kellogg’s brand manager for Coco Pops, Katy Bailey.

Launched: October (nationwide) RRP: £1.19, 99p PMP (original), £1.09, 89p PMP (sugar-free) FOLLOWING its launch in Scotland in July, Irn-Bru made its Energy variety available to retailers in England, Wales and Northern Ireland. The launch taps into the flavoured energy sector, which makes up 34% of carbonated energy drinks and is growing faster than original energy. The company urges retailers to stock the lines next

11% 11% 11%

67%

2 3

BAREFOOT READYTO-DRINK CANS

4 Launched: May RRP: £2.50

Cadbury Orange Twirl

Cadbury Freddo Treasures

KitKat Ruby

Lucozade Watermelon & Strawberry Cooler

to energy products like Coca-Cola Energy and Red Bull, not next to its core carbonate range.

BAREFOOT’Snew ready-to-drink can formats included white and rosé varieties – White Zinfandel and Pinot Grigio. The company says the 250ml slimline cans are recyclable, equivalent to one large glass of wine, and are filled with the same wine as 750ml and 187ml glass bottles.

Barefoot recommends that the cans are merchandised in the chilled sections of stores, alongside other ready-todrink products, such as 250ml gin & tonic cans.

DON’T LET PROFITS

SAIL BY THIS WINTER CATCH CUSTOMERS WITH FISHERMAN’S FRIEND Sales of Fisherman’s Friend up +2% year on year across total market* £1.5 million national TV advertising across 2019/2020 cold and flu season Founded in 1865 and still going extra strong

THERE’S A FRIEND FOR EVERYONE… SO GET ON BOARD & STOCK UP NOW WWW.FISHERMANSFRIEND.CO.UK U.K Distributor – Ceuta Healthcare: 0844 243 6661 *Ceuta Healthcare, in-market sales, Jan-June 2018 v. Jan-June 2019

TOP PRODUCTS 19 FOR 2019

DON’T MISS THE 29 NOVEMBER ISSUE OF RN

IN NUMBERS

(The percentage of our retailer panel that stocked this year’s top launches)

100% 90%

89%

89% 78%

80%

89%

78%

Logic Epiq

Myblu Intense Starter Packs

70% 60% 50% 40% 30% 20% 10% 0%

Have your say: Nominations for the Retailer Choice Awards revealed

WE asked a panel of retailers which of the 19 top product launches of 2019 they stocked in their stores. None had stocked all of the lines. However, three of the products were stocked by 100% of the panel – Cadbury Freddo Treasures, Ribena Frusion and

PLUS How every store can make more from vegan and vegetarian shoppers

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The best independent retailers stay ahead by reading RN each week. Do you?

JTI LAUNCHED a new valuefor-money e-liquid range under its Logic brand, Logic Epiq, which was exclusive to independent retailers via wholesale for the first three months. The Logic vaping range now commands a 10.6% share of the overall UK vaping market.

TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

Lucozade Watermelon & Strawberry Cooler. The results show that soft drinks and confectionery remain convenience priorities, and launches are a must-stock if you’re to compete. The strong showing of Costa’s Canned Coffee confirms more retailers are

Logic Epiq is available in two strengths and eight flavours. With more than half of e-liquid sales in the independent and symbol channel selling for less than £3, the range taps into growing consumer demand for cheaper liquids.

VYPE EPOD Launched: July RRP: £19.99

ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 7689 3394

Cadbury KitKat Ruby Cadbury Freddo Orange Twirl Treasures

LOGIC EPIQ

THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ILERS TITLE E RETA FOR NE ENIENC WS AN CONV D CONV ENIENC E RETA ILERS Wholesale

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Grenade Red Bull Dark Coconut Berry Edition Chocolate Raspberry Carb Killa

BRITISH American Tobacco’s new Vype ePod pen is a pod-mod device that delivers around 275 puffs per cartridge, and has an allday battery. Its cartridges are magnetic, perfect for on-the-go vaping, and use ceramic heating technology. The kit includes a device,

cartridge and a magnetic charging cable. Vype ePod cartridges come in five nicotine salt vPro flavours, including Tropical Mango, Very Berry, Chilled Mint, Vanilla Medley and Golden Tobacco.

Ribena Frusion

Lucozade Watermelon & Strawberry Cooler

Costa Canned Coffee

jumping on the trend for chilled coffee drinks, making it a little surprising that only 11% have stocked Barista Canned Coffee from FrieslandCampina, although it has not been in the market as long. Quorn Fishless Fillets and Barefoot Canned Wines were

stocked by 11% and 22%, respectively, of the retailers surveyed, suggesting there is an opportunity to mark out a point of difference for your store by stocking these products, which hit the trends of vegan meal options and ready-todrink cans.

RIBENA FRUSION Launched: February RRP: £1.39 (420ml), £2 (1l) THIS year, Lucozade Ribena Suntory launched Frusion, the first flavoured water under the Ribena brand. Kiwi and Blueberry were launched in 420ml bottles, and the 1l bottles were made available in Lemon Peel and Kiwi flavours. The aim for the new additions was to capitalise on

growing demand for healthier soft drinks, as the water-plus category has grown 30% since 2011. “Ribena Frusion is low in calories, rich in vitamin C, with no sweeteners or preservatives,” says Ribena’s senior brand manager, Blanche de Gramont.

BEEFEATER BLOOD ORANGE Launched: March RRP: £18.99 LAUNCHED in March, Pernod Ricard’s Beefeater Blood Orange aimed to tap into the growing shopper demand for the gin category, worth £903m. With flavoured gin growing by 457% in value, Beefeater Blood Orange was exclusively launched in the UK and Ireland. Commercial director at

Pernod Ricard, Chris Ellis, says: “Orange gin has become the secondfastestgrowing gin variety after pink, yet the majority on the market are only available at super-premium prices.”

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

THORNTONS TABLETS Launched: April RRP: £2

LUCOZADE WATERMELON & STRAWBERRY COOLER Launched: May RRP: £1.09 or two-for-£2 price-marked pack LAUNCHED in May, Lucozade Watermelon & Strawberry Cooler is the latest addition to the Lucozade Energy range. Available in 380ml, 500ml, and 1l plain and price-marked packs, Watermelon & Strawberry Cooler can be purchased in packs of 12. The Lucozade Energy fla-

vours range has seen an impressive 33% year-onyear growth, with flavoured products accredited for the growth. The launch was supported with a £2m advertising campaign that included outdoor, digital and consumer ads.

KITKAT RUBY Launched: February RRP: 85p NESTLE Confectionery rolled out KitKat Ruby to independent retailers earlier in the year. The bar is coated with Ruby chocolate, which is derived from Ruby cocoa beans, and has a berry taste that occurs naturally with no artificial flavours or colour added. Premium single chocolates are growing in value by 26% year on year, with

the growth coming from millennial shoppers looking to treat themselves. Alex Gonnella, marketing director at Nestlé Confectionery, said KitKat is the first major brand in the UK to feature this chocolate.

BARISTA CANNED COFFEE Launched: September RRP: £1 FRIESLANDCAMPINA launched Barista Canned Coffee (250ml) into the premium ready-todrink coffee market. The flavoured milk drinks market is worth £355m, growing at 13% year on year. Within this, coffee-based drinks are worth £103m, growing at 24% – faster than both traditional, and health and protein milk drinks.

Barista Coffee Co is available in three flavours, including Caffé Latte, Caramel Latte and Double Shot Espresso.

THORNTONS launched its range of premium tablets to capitalise on the 2% growth seen in the category in 2018. The tablets are available in four flavours: 70% Dark, Caramel Cheesecake, Honeycomb and Orange Crisp. Each comes

in a 90g pack. According to Thorntons, the tablets were developed with a younger audience in mind, and are the perfect partner for a treat. At the time, Ferrero’s Levi Boorer said he was confident the new product would help bring new shoppers into the tablet category.

31 23

CATEGORY ADVICE PETCARE

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

PETCARE TRENDS YOU SHOULD KNOW As we head into 2020, DARYL WORTHINGTON highlights four things you should consider next time you look at your petcare range

OFFER VALUE

PREMIUMISATION THIS major consumer trend is also hitting petcare, with pet owners more interested in spending a little extra to get their animals higherquality food. “Pet owners are increasingly seeking to proactively manage their pets’ health and well-being, as well as wanting to provide the best experiences, rather than ‘just meals’, for their pets,” says Mars Petcare’s Helen Warren-Piper. “Therefore, with a static pet

population and high-calorie conversion in the UK, future category growth will come from premiumisation. This will be driven by pet owners willing to increase spend in the category on super-premium products, natural and scientific offerings, and on treating their pets.” For retailers, this means rationalising your range and making sure to offer a premium and value option wherever possible.

LOOK LOCAL MANY retailers are finding success by looking to local suppliers to boost their store. Looking local can present a number of benefits, including a more direct relationship with the supplier making in-store tastings and displays easier. Retailer Jey Sivapalan, from the One Stop Convenience Store – Go Lo-

cal, Derby, gets the cat and dog treats in his store from a local manufacturer. As well as giving his store a distinct range, they’re available to him on sale or return, reducing the risk for his business. According to Sivapalan, he was approached by the supplier to stock the range, showing that taking a punt on ideas like this can pay off.

ALTHOUGH trends such as premiumisation and the move to more natural pet foods are significant, they might not necessarily be relevant to every convenience store – especially those with a higher number of price-conscious shoppers. Retailer Kopi Kalanathan, from Costcutter Kirk Sandall near Doncaster, has found that value is the key for his customers. “Having price-marked

GO NATURAL ACCORDING to Mars Petcare, natural product propositions are projected to drive twothirds of total UK petcare category growth to 2020 making it the fastest-growing segment in the category. “The estimated value of natural Petcare brands will exceed £314m by 2022 (11% growth) as shoppers are increasingly willing to pay a premium for natural products,”

says Warren-Piper. “The heartland for natural foods is in dry dog, with the highest growth YTD being dog singleserve (+39% YTD) and dog care and treats (+25% YTD). “Similarly, growth will also come from brands that offer owners a diet that provides customised nutrition delivered through science, which is projected to be worth £84m (6% growth) by 2022.”

packs and promotions is really important as customers look for value with pet food,” Kalanathan explains. “Although margins aren’t as good, the big 20kg bags of food sell really well, so you should definitely stock them. I’ve found that tins are the most popular options for pet food.” Make sure your range is balanced, with price-marked packs and bigger sizes for customers looking for value.

The Pet Food Category is worth over £2.5 Billion*

OWNERS

SPEND MORE

50% of shoppers visiting convenience stores own a pet**

Pet food shoppers spend £11.37 which is 74% more than the average convenience shopper**

INCREASE YOUR PET FOOD PROFIT BY FOLLOWING

nt View

Project: 2017 TTL Plans SOME TOP TIPS KNOW YOUR CONVENIENCE PET FOOD SHOPPER LUXURY CAT FOOD

CAT POUCH

• 50% of cat food sold in convenience is Pouch. 4x more than cat cans • Top 2 selling lines are Felix AGAIL • Stock singles and multipacks

TOP TIP! Drive growth with pouch

• Growing strongly in convenience (+8.4%*) but often under represented within store • Shoppers will pay a premium for luxury and this will drive value in your store

TREATING

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*Source Kantar World Panel Total Stores MAT 24th March 2019 **Source HIM CTP 2019

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PROFILE

19 NOVEMBER-2 DECEMBER 2019 betterRetailing.com

RETAILER PROFILE RACHEL HOCKMEYER SPAR SLEAFORD Location: Sleaford Opening hours: Every day 5am-12am

‘OUR REFIT HAS PUT US AHEAD OF EVERYONE’ CHRIS DILLON WHEN Spar Sleaford underwent a major re�it in 2012 and a slight refresh in 2017, Rachel Hockmeyer and her team thought another re�it would not be on the cards until 2022. “Since the re�it, trading has become much more dif�icult, costs are up, thieves are more prevalent and red tape is more complicated – not to mention wage costs and pension costs,” she says. She hatched a plan with her wholesaler, Blakemore, which encouraged the store to take part in its Flagship Store project – a group of 11 shops of different types and locations taking on board the company’s latest insight. As a forecourt located in a residential community, catering for transient customers at lunch and in the evening was key to the shop’s success. “We played to our strengths and ramped up our food-to-go offering, making a dedicated area within the store for graband-eat options,” Rachel says. To extend the hot food offering to all hours, the store now bene�its from an oven and fridge behind the counter

that can offer paninis, toasties, baps and burgers. The re�it also brought with it a bigger frozen offering, a produce section that has doubled in size and more premium lines. The store has also increased the number of chilled facings, using new chillers with split shelves to offer more variety in the same footprint. The new doors on the chillers are one of a number of sustainability measures the store now bene�its from. Grocery pods cater for customers that want to bring their own containers, with lines like oats and rice, as well as snacking lines. “The bestsellers are banana chips. Our customers aren’t quite ready for the grocery ones, but the snacking lines are doing very well,” she says. The centre of the sustainability offer is a free-to-use re�illable

water tap, with reusable bottles for sale next to it. “That certainly got some social media coverage, and our staff are much better hydrated now,” she says. The �inal part of the re�it is one that is close to Rachel’s heart – the gift section, which is bursting with �lowers, cards, candles, chocolates and hampers. “We’re really selling our store as a place to buy gifts any time in the year,” she says. “With this area being near to our promotion ends and frontof-store unit, it enhances our

IT’S SO IMPORTANT THAT CUSTOMERS SEE US AS A FRIENDLY PLACE

seasonal promotion space, too.” Hampers quickly became the jewel in Spar Sleaford’s crown. “When we �irst introduced hampers to our Christmas displays three years ago, I had no idea how it’d change our view on seasonal gifting. Last year, we sold 195 Christmas hampers – each year we’ve sold more,” she says. Rachel’s approach to events doesn’t just end at the main occasions. While Christmas, Halloween and Easter remain the biggest, Pancake Day, Mother’s Day, ‘Thank you, teacher’ and back-to-school have also proved popular themes. This sense of occasion has led the team to creating in-store events. Despite being a forecourt, wine tasting has proved popular – in moderation – and the store also makes a point of treating children on Halloween who visit dressed up. “We look at these events as a marketing tool, not to make money on the event. It’s so important that customers see us as a friendly place,” she says. For more pictures of the store, go to betterRetailing.com/storeprofiles/spar-sleaford

the 1 Hide mistakes “Hampers are a great way of getting rid of our little mistakes. Lindt chocolate bars never sell on the normal display, but grouped in a chocolate hamper, they sell all the time,” Rachel says. an elf 2 Have on a shelf “In the run-up to Christmas, we hide a toy elf around our store and put photos of it on social media. The faces of the children visiting before school makes it worthwhile,” she says. with 3 Work local events Rachel says: “When there are local craft gin or beer events, we make sure that we always stock up on the featured drinks and promote them on our frontof-store unit.”