Retail Express - 13 July 2021

YOUR SHOP’S REPUTATION AT RISK • More than half of symbol group stores caught selling illicit tobacco continue trading under the same brand • New owner reveals damage done by former association and how to reverse bad reputation • Symbol groups outline commitment to stubbing out illegal trading

13-26 JULY 2021 STRICTLY FOR TRADE USERS ONLY

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RETAIL CRIME

COVID-19 RESTRICTIONS

PETCARE POSITIVES

Police threat to revoke licence of Central England Co-op stores over crime levels

Retailers set to continue encouraging mask wearing after ‘Freedom Day’ on 19 July

How to boost sales by turning petcare customers into biggerbasket shoppers

P2

P4

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DEMONSTRATING VALUE

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WHERE ARE PMPS THRI

VING?

snacks, soft drinks PMPs ries such as to Larger formats and and and sweets. Thanks, in part, crisps t channel lead at being out don’t just apply to a return of shoppers will sell as managemen “What’s more, takeNOT every product soft drinks and con- and about more often and picksell is down PepsiCo.purchases now repre- snacks – a PMP. What will suppliers are seeing ing up impulse lines. To fully trips fectionery and through home to your customers 60% of all shopping from this return, offergrowth, too.

Ogar, there sent for more benefit is key here, too. and indies.” trial and error. For “PMPs account that sell in symbols ing value direccomare several categories demand Matt Collins, trading “As than 60% of total soft drinks Britvic’s out-of-home well as a PMP: “The board, tor at KP Snacks, says: convenience stores mercial director, Phil Sanders, the shop- sales in to for PMPs is across have been more restrictions are lifted, back and we expect larger packs “People and says: grocery this shift will and demand including frozen, have ping behaviouroften’ as reces- remain in high mindful of their spending,offer and fact, value sales confectionery.” Suppliers is where PMPs can take-home to ‘little conditions prevail. summer. In multipacks this are getting reported growth in bags and sionary happens, promotional of our Coca-Colathanks to the assurance they formats, sharing As this We’d recommend retailare up by 25.8% play a key role they offer,” value. price-marked cans or multipacks. volume and value the mechanics will ers stock “Sharing PMPs became to in offering value to shoppers.” says CCEP’s Burgess. trusted brands to e sin- 500ml from number-one contributor last Larger formats communicat Retailers are reporting everyday value.” growth so do PMPs, so why gle sales returning in catego- ensure crisps and snacks says value and both? year, growing by 16.3%,” category not offer Guy Harvey, impulse

SUPPLIER

VIEW

Matt Stanton, head of category & insight, DCS Group shoppers has resulted in many “Financial uncertainty price-conscious, with 62% and being more money- are being more careful how they of people saying shoppers price money. PMPs offer PMP reassures a they spend their one in three saying confidence, with , and this is being overcharged watching what them they’re not when shoppers are e obviously important make life easier for convenienc also they spend. PMPs them that they’re charging the retailers, reassuring

13-26 JULY 2021 STRICTLY FOR TRADE USERS ONLY

13-26 JULY 2021 betterRetailing.com

ICE CATEGORY ADV KS PRICE-MARKED PAC

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right price. has caused welland “However, the pandemic for the supply chain, documented challenges their product ranges. many suppliers rationalised in PMPs and other resulted In some cases, this lines being delisted, leaving vying for the convenience-specific convenience operators wholesalers and supermarkets. retailers, same packs as the and convenience “To support wholesalersdivision has created 43 of the the DCS Group CoPacking beginning the since the right new exclusive PMPs drive sales by ensuring pandemic, helping packs are on shelf.”

HOW SHOULD YOU S? MERCHANDISE PMP

and stock well-known as PMPs to merchandise categories on social media will products so that at five metres, brands consumer instill of PMPs in regularly also.

MAKING the most should be able to confidence and drive them as help this such shoppers At three store is about giving For specific categories, identify the category. able to conversion. possible. be suppliers recommuch visibility as to grab as frozen, a dedicated area metres, they shouldbrand.” having “Use secondary sitings clearly identify the shoppers, mend Dairy “To best merchandise the attention of What’s more, Saputo visited the for PMPs. PMPs, retailers should UK’s Allison Wallentin says even if they haven’t range the frozen lines as within their frozen main fixture, and area,” place them but if your store to stock bestselling that the relevant the in products sub-groups, a PMP. “Remember we’d also suglines will consays Harvey. as shelf- size allows, have a dedicated top 20% of of category PoS materials, such the vis- gest retailers it tribute to 80% quality edge barkers, enhance bring frozen PMP section to help sales. With product help a destination for shopibility of PMPs and familiarity driving Outside the become says Chris West, com- and brand half of the display to life. selection for almost an effective pers,” manager at Birds Eye. ial shoppers and store, leaflets are wider audi- mercial Tinkler, McCain’s cat- post-millenn way of reaching a Naomi in five older shoppers, be looking says: “Block- two ence who might Posting egory controller, to save the pennies.

YOUR SHOP’S REPUTATION AT RISK

supplier support range value, PepsiCo’s Hero 25 to the shift towards To help retailers adaptits Walkers crisps and snacks the Walkers PepsiCo has updated supplier has launched range strategy. The includes £1 PMP bags of WalkHero 25 range, which Sensations, Quavers and Monster ers, Doritos, Wotsits,Walkers Drive 25 range.

Much, as well as the PMP lines DCS Group’s exclusive delisting PMPs and other CoPacking With many wholesalers lines, the DCS Group convenience-specific 43 new exclusive PMPs since the also division has created The DCS Group has of PMP beginning of the pandemic. to produce a new range lines, includworked with Unilever Unilever’s bestsellingand Sure Men versions of some of (PMP £1.20) ing Dove Nourish Bodywash Invisible Ice.

£1 PMP offering Britvic launches new 500ml PMP offering to a competiits Britvic has updated of £1 across its whole no-addedtive single price point Pepsi Max, Pepsi Max Cherry & sugar range, including 7UP Free and Tango.

Raspberry, Diet Pepsi, as PMPs CCEP brand’s available Sprite, Dr Pepper and Monster CCEP’s Coca-Cola, Fanta, as a plain pack convenience stores which is are all available to the option to choose and a PMP, giving stores Merchandising the range efbest for their customers.“Displays could see bestselling fectively, Burgess says: Appletiser and Schweppes, PMPs, such as Coca-Cola, such as burgers and buns, products stocked alongside barbecues.” condiments and even Sixteen range Mars Petcare’s Dream on the growth in petcare, range.

To help retailers capitalise their Dream Sixteen Pedigree, Sheba Mars Petcare launched bestselling brands, Spanning across its includes three new PMPs – all half of and Cesar, the range to appeal to more than with RRPs of £3.75-£4.75 they like this format. shoppers, who say 0 Cadbury PMPs Mondelez’ two-for-£1.1 y sales, Mondelez has confectioner single its CadTo help drive 10 or 60p’ PMP across Wispa launched a ‘two-for-£1.

Twirl, Boost, Wispa, trade Nash, bury bestsellers, including Susan and Crunchie.

“We now Gold, Double Decker at Mondelez, says: all categories communications manager range of PMPs across with the offers its widest-ever help stand-out on shelf to allow retailers to on-pack pricing.” convenience of clear reduction Food GB&I’s PMP price Suntory Beverage & price-mark across its Ribena and Lueveryday SBF GB&I reduced its range to offer a lower will be shoppers cozade Energy drink-later at a time when many consumers purchases. to price value from their regular looking for increased available in a 1.45l £2 PMP botnow Lucozade Energy is by a 12x330ml cans pack. tle, which was joined

• More than half of symbol group stores caught selling illicit tobacco continue trading under the same brand • New owner reveals damage done by former association and how to reverse bad reputation • Symbol groups outline commitment to stubbing out illegal trading RETAIL CRIME

COVID-19 RESTRICTIONS

PETCARE POSITIVES

Police threat to revoke licence of Central England Co-op stores over crime levels

Retailers set to continue encouraging mask wearing after ‘Freedom Day’ on 19 July

How to boost sales by turning petcare customers into biggerbasket shoppers

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our say

Megan Humphrey, editor

The five biggest stories this fortnight 01

‘Freedom Day’ is nearly upon us ENGLISH retailers can expect the dropping of all Covid-19 restrictions on 19 July, with Scotland, Wales and Northern Ireland to follow suit only a few weeks later.

The one-metre social distancing rule, alongside the compulsory wearing of face masks in certain settings and QR sign-ins at restaurants, are all set to be ditched in attempt to return to normal.

For many, this will be the news we’ve all been waiting for, following a difficult 16-month period. However, for a lot of store owners, the coming weeks bring uncertainty.

Questions remain over whether masks should continue to be encouraged, or if Perspex screens will be left up to help maintain an adequate level of hygiene.

Early conversations seem to indicate the majority of retailers are planning on keeping restrictions in place until at least the end of the summer.

Store owner Harj Dhasee said: “We won’t be dropping restrictions for a while. We’ll just see what happens – everyone is THE COMING in limbo with this.”

WEEKS BRING Whatever stance you decide to take, I’d recommend speakUNCERTAINTY ing to customers and staff ahead of time. During the pandemic, everyone had a different level of what they were comfortable with, and this is expected to continue.

The key is ensuring everyone inside your shop feels safe, whatever their view on restrictions.

Not everyone will be raring to return to the ‘new normal’, but doing so cautiously means footfall will remain steady in the next few months and customers will keep returning.

Police ‘threat’ to remove licences over soaring crime

MEGAN HUMPHREY POLICE officers threatened to revoke the alcohol trading licences of Central England Co-op stores that reported high numbers of retail crime incidents, according to the chain.

The comments formed part of the evidence submitted by the Central England Co-op to the Home Affairs Committee consultation on violence and abuse towards

retail workers, launched in December 2020.

The submission, published last week, read: “We have had locations across our trading estate that have received visits from local officers investigating the number of crime reports being submitted by the store.

“On occasions, the store has been advised that its trading licence will be reviewed if the rate of crime continues at the same level.”

Nick Semper, partner at licensing specialist The Licensing Guys and a former police inspector, described the comments as “very troublesome”.

He told Retail Express: “It looks akin to ‘blaming the victim’ of crime for the crime, and may well result in the under-reporting of crimes – for fear of having the premises licence revoked.

“It serves and safeguards nobody when crimes are nei-

ther recorded accurately, nor investigated thoroughly.

“Any operator who receives a veiled threat such as this should seek clarifications, or advice at the earliest opportunity.”

In the same report, Central England Co-op also revealed incidents of verbal abuse had increased 168% in 2020, compared with 2019, from 259 to 693. Antisocial behaviour also soared by nearly 40%.

TO FIND OUT HOW FUNCTIONAL DRINKS CAN HELP BOOST YOUR POST-FREEDOM-DAY SALES, TURN TO PAGE 22 @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 Features writer Jasper Hart 020 7689 3384 @JasperAHHart

Editorial assistant Junior Designer Suhara Pavithri Jayasena Miriam Garofalo @suharajourno Production coordinator Production editor productioncoordinator@ Ryan Cooper newtrade.co.uk 020 7689 3354 020 7689 3368 Sub editor Jim Findlay 020 7689 3373 Sub editor Robin Jarossi Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Director of sales and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Account director Natalie Reeve 020 7689 3372

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

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379 Senior news reporter Alex Yau @AlexYau_ 020 7689 3358 Editor in chief (maternity cover) Tan Parsons 020 7689 3353

02

SMALL shops have escaped new government legislation banning the advertisement of high-fat, -salt or -sugar (HFSS) lines.

Under the proposals, due to come into force by the end of 2022, products considered to be HFSS, including nearly all

Sales support executive Charlotte Brady 020 7689 3382 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

46,191

the bestselling confectionery, crisps and snacks lines, cannot be promoted online or before 9pm on TV. However, small businesses, including retailers with fewer than 250 employees, will not be subject to the ban, creating opportunities and challenges.

03

Promotions cull

SYMBOL group and wholesale promotions are once again being removed as a result of supplier availability problems.

In a list of 123 promotional changes between April and June, sent by to retailers and seen by Retail Express, 99

04

POs face ATM cuts

POSTMASTERS face cuts to parcels would lose out through ATM fees and postage remu- the new mails and distribuneration due to changes in tion agreement (MDA), from Post Office’s (PO’s) banking April 2022. and mailings arms.

PO chief executive Nick Read NFSP president Calum said the MDA would create Greenhow warned one in “winners and losers”, but promseven postmasters with a ised “transaction payments for high ratio of large letters to those that may struggle”.

promotions had been removed due to a supplier issue, availability issues or a supplier range rationalisations in order to meet demand on other lines.

This included products from Lucozade, Mondelez, Britvic and PepsiCo.

For the full story, go to betterRetailing.com and search ‘promotions’

For the full story, go to betterRetailing.com and search ‘HFSS’

Account manager Adelice Tatham 020 7689 3366 Account manager (new business) Jimli Barua 020 7689 3364

‘Junk’ food ad ban

05

Water shortages

BOTTLED water is the latest casualty of the ongoing driver shortage, according to retailers and industry experts.

Supermarket analyst Bryan Roberts told Retail Express water was being deprioritised in supermarkets.

“Some multiples are decid-

ing to do what they did at the height of the pandemic and make room for fresh,” he said. “Water has a low margin and is massive in terms of the amount of space it takes up.”

However, suppliers said the outages stemmed from higher-than-expected demand.

Audit Bureau of Circulations July 2019 to June 2020 average net circulation per issue

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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.

For the full story, go to betterRetailing.com and search ‘Post Office’

For the full story, go to betterRetailing.com and search ‘water’

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13-26 JULY 2021 betterRetailing.com

megan.humphrey@newtrade.co.uk 020 7689 3357

Dodgy symbol stores still open despite convictions ALEX YAU MORE than half of symbol group stores found selling illicit tobacco kept trading under the same fascia, a Retail Express investigation has found.

In a sample of 15 stores found guilty of selling illicit tobacco in the past seven years, nine (60%) were still trading under the same symbol group.

A Bargain Booze in the south of England, alongside two Best-one stores and Bargain Booze stores in the north, still had their fascias, despite having been requested by Bestway to remove the signage.

A Bestway spokesperson said: “We are no longer trading with these stores and under no circumstances would we condone selling illicit tobacco, or alcohol to those underage.

“However, we are also aware that the stores highlighted have not been compliant in removing the fascias as requested, and we are currently in the process of taking further action.”

Costcutter con�irmed two of its stores found selling illicit tobacco in the south had since been taken over by new owners. A spokesperson from the symbol group told Retail Express it expects all retailers to comply with the law and “any breaches of legislation on tobacco would lead us to review our trading relationship with the retailer”.

03

GOOD WEEK DHAMECHA: The wholesaler celebrated the opening of its 10th branch last month in Leyton, London. The launch of the refurbished site on 28 June came five months on from the cash and carry firm’s announcement in January that it would be acquiring the site from the owners of TRS Group, Vibrant Foods.

DIVESH PATEL: This tech-savvy Nisa store owner built a margin calculator app to make life easier for independent retailers. ‘Convenient Calculator’ is available for Android devices, and enables retailers to calculate margin and profit on return per line, inclusive or exclusive of VAT, instantly. It also stores recent calculations to cut down on repetition. One retailer said the app has helped “speed up workflow when at the cash and carry”.

Go to betterRetailing.com and search ‘calculator’ for the full story

BAD WEEK

Two Londis sites in the south are still trading under the fascia. However, Companies House records show the owner found guilty of selling illicit tobacco at one of the stores has dissolved the associated business.

Five sites found selling illicit tobacco during the period, which included one Londis, one Premier, a Best-one and two Lifestyle Express stores, have since closed down.

However, one store owner warned of the reputational damage when taking over a store previously involved in

express yourself “WE have seen the effect of the driver shortages on our deliveries and it’s causing a lot of problems. The biggest challenge is when you’re waiting for a chilled order, and it comes the next day in the evening. Then you only have two days left to sell it. We’ve lost about £200 over 13 days to food wastage. How are we supposed to get our stock control right? There needs to be more clarity.”

Ketul Desai, The General Store, Tufnell Park, London

selling illicit tobacco.

Tony Edwards took on a Lifestyle Express in Burnley where the previous owner had been convicted. Despite renaming the shop Sycamore Convenience Store, he told Retail Express it took several years to earn back the trust of the community.

“It cost me an arm and a leg to re�it the store and customers still associated it with the previous owner,” he said. “A lot of the shelves were either empty or had stock which wasn’t in date.”

To earn the trust of customers in the community,

the column where you can make your voice heard

Edwards created a Facebook page for the store to notify customers it was under new management.

He also put a notice in the shop window, adding it was selling fresh food to go, such as hot pies, plus groceries and cosmetics. The notice also stressed age-restricted products were sold in a responsible manner.

Additionally, Edwards volunteered with local charities to offer free mince pies and hot drinks to the

lonely and vulnerable during Christmas, showing the store is now a force for good in the area.

Asked about the closure of the Lifestyle Express stores, John Kinney, managing director of the symbol group’s parent company, Unitas, said: “Our position is that if a retailer brings our brand into disrepute, and this would, they would be removed from the symbol group and the fascia would be removed.”

HEINEKEN: Senior wholesale bosses and retailers said the brewer is planning to introduce tighter caps on alcohol purchases across convenience. One senior member of a major wholesaler said it was implementing the limits on a “case-by-case basis”. Heineken joins other suppliers already restricting orders due to the driver shortage.

CAGES: Nisa and Costcutter retailers have reported safety and storage issues with cages, following shortages within the DHL network. In a message sent to retailers, Costcutter urged retailers to send cages back to delivery partner DHL if they were not needed. One retailer said the shortages have had an impact on the condition of cages.

Go to betterRetailing.com and search ‘cages’ for the full story

Has the driver shortage led to rising food wastage in your store?

“THE issues started three or four weeks ago. Deliveries that are expected to arrive between 6am to 8am don’t arrive until the afternoon or evening, so you lose a day of sales. The way we’re dealing with it is through Too Good To Go ‘Magic Bags’ – anything at risk of being wastage due to a short expiry date is sold for a third of the price on the app.”

Harj Dhasee, Nisa Village Stores, Cotswolds

“IT’S mainly the delivery you expected on a Wednesday turning up the following evening, so you’ve lost a day or two of sales. We’ve had our delivery late three times in the past four weeks, but this is nothing compared to other people. We’ve had issues with chilled and frozen, but ambient hasn’t been too bad. We are trying to keep stocked up on the long-life stuff.”

Harj Gill, Select & Save, Rubery, Birmingham

Do you have an issue to discuss with other retailers? Call 020 7689 3357 or email megan.humphrey@newtrade.co.uk

Harj Gill

NEWS

04

Indies to keep face mask policies MEGAN HUMPHREY RETAILERS intend to continue encouraging customers to wear face masks instore, despite the dumping of all Covid-19 restrictions on ‘Freedom Day’.

Last week, prime minister Boris Johnson announced the English public would no longer be legally required to wear masks after 19 July, but instead would be encouraged

to “exercise judgement”.

The one-metre social distancing rule is also set to be scrapped.

Baz Jethwa, owner of multiple Spar stores in Lancashire, told Retail Express: “The safety of staff and customers is our priority.”

“We have customers trying to not to wear masks who do get confrontational when challenged, but we’ve been told by the council and police

as long as we have a sign on the door, that’s enough.”

Jethwa added: “We are willing to lose sales over this because the safety of my staff is paramount.”

Spar retailer Conrad Davies said he, too, plans to continue enforcing masks. “We live in a tourist area, and people are concerned about the influx of holiday makers,” he said.

“For that reason, we are going to continue making

our customers wear masks, probably until the end of the summer.”

Newly appointed health secretary Sajid Javid also confirmed fully vaccinated people won’t have to self-isolate if a close contact tests positive for Covid-19 from 16 August.

Easing of restrictions in Scotland, Wales and Ireland are expected to be announced imminently.

‘Refills ideal for indies’ INDEPENDENT stores are the “perfect candidate” for a zero-package refill station, revealed supplier Martek Zero Waste.

The company has carried out more than a thousand installations, featuring gravity and scoop dispensers, as well as liquid and glass jars.

Director Cameron Galloway said: “Our bespoke display units are ideal for independents. All that’s needed is an upward one-metre space for it to slot into with the dispensers attached.”

Stores can expect a new range to be unveiled soon tailored to convenience.

ONGOING SLUSH PROBLEMS

YOU COULD BOOST YOUR SALES BY

SLUSH machine company Frozen Brothers is yet to break its silence on why retailers are experiencing missing machines and order mix-ups.

The firm is responsible for supplying Tango Ice Blast and Coca-Cola Frozen to convenience. In May, several store owners accused it of leaving them “high and dry” with “unfulfilled orders”, despite upfront payments.

Last week, a retailer said a

replacement machine arrived with no pre-arranged discussion, and broke down “moments after delivery”.

39% Rising Star shortlist

THE Independent Achievers Academy (IAA) has for the first time announced a shortlist for its Rising Star, recognising a retailer who had made big changes to how their store is run.

The nominees include Arjan Singh of Premier Morley; Kirti Patel, of Londis Ferme Park Road; and Sunita Aggarwal, of Spar Wigston.

The Rising Star will be revealed at the IAA Virtual Gala on 15 July.

OFFER CUSTOMERS A TICKET

*Based on Saturday 6th March 2021 Lotto £20M MBW event sales uplift vs Saturday 27th February 2021 Lotto base sales. Rules & Procedures apply. Players must be 18+.

Nominee Kirti Patel

To attend the gala, go to register.iaagala.co.uk

RETAIL

IN ACTION

PAID FEATURE BRAND SPOTLIGHT

In partnership with

13-26 JULY 2021 betterRetailing.com

What’s new with Boost?

Boost Drinks is a leading functional drinks challenger brand, which remains exclusive to convenience stores. This year promises to be a strong one for the brand as it celebrates its 20th birthday. Since its launch 20 years ago, Boost Drinks has worked to ensure retailers are at the heart of everything it does, and its ‘We love local’ ethos remains front and centre. For retailers, there will be a host of celebrations and events to acknowledge those who have supported Boost Drinks’ journey through the years.

FOCUS ON:

BOOST

What’s available?

Boost Drinks is continuing its 20-year support of convenience stores that has been such a vital part of the brand’s success. Offering advice and must-stocks, RETAIL EXPRESS finds out more

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IRI Marketplace Data Symbols & Independents 52 weeks unit sales to 27 December 2020

In action

Offer the right products: Stock a wide range of flavours and formats that cater to varying budgets and appeal to a wider customer base, keeping products refrigerated and at eye level where possible.

Displays that make an impact: Create stand-out with eye-catching PoS, such as shelf talkers and wobblers, to highlight deals or new products. Visit Boost’s website, boostdrinks.com/ boost-trade, for free PoS.

Drive cross-promotions: Keep fridges containing impulse soft drinks in easily accessible locations and in close proximity to complementary categories, such as snacking, to drive basket spend.

Raaj Chandarana, Tara’s Londis, High Wycombe “I’M a huge fan of Boost Drinks as they remain exclusive to independents and have a great relationship with their retailers. Additionally, there’s a feedback loop, which means they’re proactive when it comes to taking on board our recommendations – and their new products are always on trend.

Most importantly, their products fit a need and gap in the market for what customers truly want, and they offer fantastic cash margins.”

Boost operates in four key soft drinks categories: energy, sport, protein and, most recently, iced coffee. Boost Original Energy 250ml is the third-largest-selling energy stimulation line and Boost is the second-largest-selling sports drink brand1. Boost continually evaluates consumer and market trends to identify the next exciting flavours to add to its ranges. This year, Boost Drinks has launched a new Mango Energy flavour, and following the successful launch of Double Espresso and Caffe Latte flavoured ready-to-drink iced-coffee last year, Boost has recently added a new Caramel Latte flavour.

Three bestsellers Boost Energy Original 250ml RRP: 59p PMP

Boost Energy Mango 250ml RRP: 59p PMP

Boost Iced Coffee Caramel Latte 250ml RRP: £1 PMP

For further information on products, PoS and how you can get involved in Boost Drinks’ 20th birthday celebrations, visit boostdrinks.com/boost-trade

1 2 3

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PRODUCTS

06

Ferrero launches Duplo PRIYANKA JETHWA FERRERO UK is expanding into the biscuit category with the launch of a new hazelnut and milk chocolate biscuit bar, Duplo.

The biscuit bar features two layers of wafer, sandwiched between a hazelnut centre and coated in milk chocolate.

The bars contain 100 calories each and come

individually wrapped. The supplier said it is designed as a premium on-the-go treat, available in single (30p), two-pack (RRP 60p), five-pack (RRP £1.80) and 10-pack (RRP £3) formats.

Levi Boorer, customer development director at Ferrero, said the launch provides retailers with the opportunity to “shake up their chocolate biscuit fixture” .

To support the launch,

Ferrero is running a multimedia campaign spanning print and digital media.

In addition to this, PoS units are also available for retailers.

13-26 JULY 2021 betterRetailing.com

Lucozade Energy, Lucozade Sport and Ribena team up for promo SUNTORY Beverage & Food GB&I’s (SBF GB&I) new textto-win promotion will offer consumers the chance to win a range of prizes.

It will run across Lucozade Energy, Lucozade Sport and Ribena – marking the first time the brands have come together for a competition – and will be supported by in-store PoS material.

Prizes on offer include

NO. 1 PMP IN ‘ON THE GO’ BISCUITS*

camping trips, barbecue experiences and bike rides.

Meanwhile, SBF GB&I is also giving one retailer the chance to win a summer’s worth of soft drinks stock across the three brands.

To enter, retailers should send their name, store name, address and contact number to sbftrade@ hanovercomms.com

Blossom Hill aims to recruit new shoppers TREASURY Wine Estates (TWE) brand Blossom Hill is offering consumers the opportunity to win prizes through a new digital competition, celebrating International Friendship Day this Summer.

The brand will be encouraging consumers to enter the competition by sharing their best “friendship moments” via Instagram in a bid to recruit new and

younger shoppers into the wine category.

The competition will be live throughout this month, ahead of International Friendship Day on 30 July.

The brand will select 50 winners each week and these will each receive a giftbox containing a Polaroid camera, a can of Blossom Hill Rhubarb Gin Fizz (ABV 8.5%) and a bottle of White Zinfandel (ABV 8.5%).

STOCK UP NOW

Let’s be clear with Sprite’s new ad COCA-COLA Europacific Partners GB has announced the launch of ‘Let’s be clear’, a new, multimillion-pound marketing campaign for Sprite.

Designed to appeal to Gen Z, it focuses on young adults arriving home looking to relax. As well as launching on TV, the campaign will span digital and social

FIND ON THE BISCUIT RACK IN DEPOT *Nielsen Indies & Symbols, Value ROS, L12W & YTD, W.E. 22.05.2021 Non price-marked packs are available. Retailers are free to set their own prices.

Newspage_Mikado.indd 1

01/07/2021 15:28:10

media content.

Soft drinks consumption at home has increased significantly over the past year, which has helped to drive £65.6m-worth of additional sales of flavoured carbonates in Great Britain.

Within the flavoured carbonates segment, lemon & lime-flavoured Sprite is growing in value by 7.2%.

Kellogg's to Go Retail Express Trade Advert 260x339mm Jun 21 HIGH RES.pdf

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16/06/2021

10:41

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RETAIL

IN ACTION

PAID FEATURE BRAND SPOTLIGHT

In partnership with

What’s new with Havana Club?

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HAVANA CLUB Havana Club and Skepta have joined forces for another creative collaboration that sees a second limited-edition Havana Club 7 bottle released.

RETAIL EXPRESS finds out more

In action

Pernod Ricard UK (PRUK) has announced its Havana Club brand and Skepta, the UK grime and hiphop artist, have collaborated for a second year running to design a limited-edition Havana Club 7 bottle.

The announcement follows rum being the second-fastest-growing spirits category, with Havana Club experiencing double-digit value growth in the off-trade and its 7-year-old variety growing by 228%1 in impulse stores year on year.

For the past three years, the brand has been building credibility in street culture in order to accelerate its growth and attract younger shoppers.

“Havana Club recognises that there has never been a better time to support local businesses,” says Chris Shead, channel director at Pernod Ricard UK. Following the success of last year’s campaign, which had 36,000 bottles sell out in less than six weeks, the new limitededition Havana Club 7 bottle has dropped exclusively in corner shops for one month from 1 July before being rolled out to grocery multiples and retailers nationwide. The launch aims to embrace and support the retailers who are the cornerstone and heart of communities.

Three bestsellers Campaign awareness: Skepta and Havana Club have joined forces and curated a campaign film of Skepta on his journey from London back to Nigeria to explore the story of his Yoruba roots.

Use PoS: The brand has developed a range of in-store PoS materials, including counter mats, posters, shelf-edge barkers and glassware, to disrupt the shopper journey and drive rate of sale.

Be visible: Retailers listing the limited-edition Havana Club 7-year-old bottle will also be part of a footfalldriving campaign where consumers are geo-targeted with details of the nearest stockists.

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AC Nielsen, Value Sales, MAT to 27.03.21

Neil Govind, senior buyer, Imperial Wholesale “The highly successful collaboration with Skepta that ran last year has helped to make the Havana Club brand more prominent in convenience stores. By increasing visibility of the brand in store, this has helped to drive sales. The limited-edition bottle has also enjoyed phenomenal sales growth across our depots, too.”

For further information and to request a Havana Club x Skepta sales driver kit, email emma.thurlow@pernod-ricard.com

Havana Club 7-year-old RRP: £24.99

Havana Club Cuban Spiced RRP: £22

Havana Club 3-year-old RRP: £19.25

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PRODUCTS McVitie’s new biscuit PLADIS is expanding its premium McVitie’s V.I.Bs range with the launch of a new variety – Indulgent Chocolate Cherry, with an RRP of £1.79.

The new flavour joins a line-up that already includes Classic Caramel Bliss, Heavenly Chocolate Hazelnut and Luscious Blood Orange, and is designed to drive incre-

mental sales and frequency of purchase, particularly among younger shoppers.

Emma Stowers, McVitie’s marketing director at Pladis UK, said the range taps into the ‘permissible indulgence’ segment, with the brand encouraging shoppers to treat themselves by trading up in the biscuit category.

McVitie’s V.I.Bs perform well with under-45s compared with the ‘everyday

AVAILABLE in a £1.19 pricemarked 500ml can format, Britvic has launched Rockstar Original No Sugar into convenience stores.

Stimulants are the number-one growth segment in convenience, so is an important category for retailers to stock.

Meanwhile, low-calorie varieties have been grow-

ing ahead of full-sugar soft drinks, especially in the stimulants segment, with 27% of people actively reducing their sugar intake.

The launch will be supported by a campaign, ‘Life is your stage’, which includes digital, in-store, outdoor and PoS material. A plain and four-pack will also roll out in October.

PRIYANKA JETHWA

Rockstar Original No Sugar launches

the stat

27%

of people are actively reducing their sugar intake

Driving sales of white wine varieties CASILLERO del Diablo is launching a new campaign to drive awareness of its white wine range: Sauvignon Blanc, Chardonnay and Pinot Grigio.

The brand is the fourthbestselling light wine brand in the UK, and while it may be better known for its red wines, its Reserva Sauvignon Blanc is the biggest-selling Sauvignon Blanc line from outside New Zealand in the total market, and the bestselling Sauvignon Blanc overall in convenience stores.

The campaign will span static and digital posters, with temperature-sensitive advertisements that show different messages based on the temperature that day.

treats’ segment as a whole.

“This is because when it comes to sweet baked goods, 74% of shoppers between the ages of 16-34 are looking for more flavour innovation,” she adds.

Cherry-flavoured products have grown by 23% in the past year.

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Volvic relaunches Touch of Fruit VOLVIC Touch of Fruit has relaunched with a new packaging design focusing on its low-sugar and nosugar claims.

Following the launch of its Pineapple & Orange Vitality variety, it now aims to position itself as a suitable option for consumers focused on their health and wellbeing.

The supplier said flavoured water has a key role to play

in offering an alternative that does not compromise on taste. While the recipe remains unchanged, the new look provides greater differentiation between the Original and Sugar Free varieties.

The packaging material will remain as the current 100% recyclable bottle, in line with the brand’s wider sustainability commitments.

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PRODUCTS

10

Smirnoff expands flavours range PRIYANKA JETHWA DIAGEO is once again tapping into increased demand for flavoured spirits with the launch of Smirnoff Raspberry Crush (37.5% ABV).

Available in a 70cl format with an ABV of 37.5%, the pink liquid has raspberry flavours and is available from wholesalers now, before being available from pubs, bars and restaurants later this year. It has an RRP of £16.50.

Flavoured vodka is currently experiencing the fastest growth within the total vodka category, having increased by 30%.

The supplier said Smirnoff Raspberry Crush is set to “in-

vigorate the vodka category”, recruiting new drinkers through it being suited to a range of different cocktails.

With research revealing 5.5 million vodka consumers don’t drink gin, the new liquid aims to provide greater choice.

The launch of Smirnoff Raspberry Crush will be supported with a £2.93m marketing investment to disrupt the market.

Nick Payman, head of Smirnoff at Diageo, said: “The launch of Smirnoff Raspberry Crush is a big step towards adding excitement to the vodka category.

Smirnoff is perfectly placed to do this as well as recruit new audiences to vodka.”

13-26 JULY 2021 betterRetailing.com

Get a taste of Brixton Brewery’s new ad BRIXTON Brewery has launched its first outdoor campaign, ‘Get a Taste of Brixton’, celebrating the brand’s heritage.

It features models of all ages in a nod to the brewery’s most recent launch – Generation Pale Ale – where all proceeds were donated to Age UK, which was an active partner in the launch.

First appearing across London and digitally, the brewery has plans to roll the campaign out nationally in 2022.

The adverts will feature QR codes and direct links, respectively, which, once scanned or clicked, will reward consumers with

a free pint at the Brixton Brewery Tap Room.

Müller taps into Kefir drink trend

Tyrrells launches £1 PMP packs

MÜLLER has launched its first kefir product, Müller Kefir Smoothie, which is available to Spar retailers now.

Müller Kefir Smoothie (RRP £1.30) is available in two 312ml varieties, Raspberry & Pomegranate and Mango & Orange, and is low in fat.

The launch will be supported by a multimillionpound marketing campaign starring brand ambassador and world-champion sprinter Dina Asher-Smith, spanning TV, social media, in-store promotions and sampling.

The kefir drinks market is

KP Snacks has extended its £1 price-marked pack (PMP) range to include its Tyrrells crisps brand.

The new Tyrrells £1 PMP 60g packs are available in three core flavours: Lightly Salted, Sea Salt & Cider Vinegar and Mature Cheddar & Chive.

The supplier’s £1 PMP range is outperforming the total category, and is made up of 24 products designed to appeal to shoppers looking for better value for money.

Matt Collins, trading director at KP Snacks, said: “Forty-two per cent of shoppers buy crisps and snacks on impulse, and the PMP format looks to fuel these purchases with 33%

of shoppers believing PMPs offer better value.”

Mess-free just got sugar-free

Swizzels opens its factory gates

PETITS Filous has added to its Mess Free range with a No Added Sugar variety, alongside launching a singlebottle format.

The range will be available to convenience retailers in a Apple & Raspberry flavour, containing 4.3g of sugar. The four-pack has an RRP of £2 and the single bottles have an RRP of 65p.

Research conducted by the brand showed 58% of parents with kids aged four or under are looking for ways to reduce sugar, making a No Added Sugar variety more important than ever.

Petits Filous will be supporting the launch of Mess Free No Added Sugar with a six-figure investment.

SWIZZELS has launched an on-pack competition giving consumers the chance to win a VIP factory tour.

The supplier has hidden five golden Love Hearts rolls in its variety sharing bags, each one giving fans access to explore the Swizzels factory with up to three people, as well as the chance to have a go at creating their own sweet.

Shoppers can find the winning rolls hidden in promotional bags of Loadsa Sweets and Loadsa Lollies, across £1 price-marked and 40%-extra-free formats.

The promotion will be supported by a social media campaign and influencer activity.

continuing to grow by 24%, and Müller aims to appeal to a broader market by focusing on taste and using the familiarity of its brand.

sponsored

Win Tropicana and Naked stock PEPSICO is giving Retail Express readers the chance to win £50-worth of Tropicana and Naked stock just in time for the brands’ first-ever tradeexclusive juice activation this summer.

Running until 15 September, the wider campaign encourages retailers to maximise the chilled fruit juice opportunity by offering the chance to win a £5,000 cash prize, with more prizes up for grabs.

Simply scan the QR code on the cases or visit tropicana.co.uk/retailsummer and upload an image of the receipt to be in with a chance.

To enter, head to betterRetailing.com/ competitions

Three limited-edition inventor Cadbury bars MONDELEZ International has launched three limited-edition Cadbury Dairy Milk bars, created by this year’s Cadbury Inventor finalists.

These include Roxy’s Cadbury Dairy Milk Fizzing Cherry, Josh’s Cadbury Dairy Milk Banoffee Nut Crumble, and Sophie’s Cadbury Dairy Milk No Frownie Brownie.

The bars will be put to the public vote through its ‘Be the judge’ campaign, and the winner will join the Cadbury Dairy Milk permanent range. The winning bar will be announced in September.

B O O S T YO U R S A L E S WITH SMIRNOFF R A S P B E R RY C R U S H NEW

ALSO AVA I L A B L E IN PMP

STOCK UP NOW

+7 7 %

flavoured vodka is the FA S T E S T G R O W I N G C AT E G O R Y in BWS¹

85%

of consumers* would buy SMIRNOFF R ASPBERRY CRUSH2

£1 . 4 m of media spend TO SUPPORT launch

F R O M T H E W O R L D ’ S No.1 V O D K A

1. NIELSEN SCANTRACK DATA MAT W/E 3.04.21 *BASE SIZE: N=C.102, 49% VODKA DRINKERS/51% VODKA NON-REJECTORS 2. MMR CONSUMER TESTING JAN 2021, “WOULD ‘DEFINITELY’ OR ‘PROBABLY’ BUY IF IT WAS AVAILABLE AT A REASONABLE PRICE WHERE YOU USUALLY SHOP?” (UK)

PRODUCTS

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Ribena gets a Cherry Twist PRIYANKA JETHWA SUNTORY Beverage & Food GB&I (SBF GB&I) has launched a limited-edition Ribena Cherry Twist �lavour, available now in 500ml £1.09 price-marked bottles, or as part of a twofor-£2 deal.

Sales of cherry-�lavoured drinks are growing at 20.2% year-on-year. The supplier said that Ribena brings in more shoppers than any other juice-drink brand and Cherry Twist is predicted to be a big seller this summer.

“Forty-one per cent of juice-drink purchases are unplanned, so there’s lots of opportunity to excite shoppers and encourage purchase,”

said Helen Passard, head of Ribena at SBF GB&I. Over the past two years, the supplier has invested £1.2m behind the brand, and last year unveiled new packaging for its 500ml ready-todrink range.

The packaging overhaul made Ribena the largestselling soft drinks brand with bottles made from 100% recycled plastic that are also 100% ‘bottle-tobottle’ recyclable.

The range will be supported by a £3.7m campaign across TV, social media and in-store marketing. As well as featuring recycling messages on the bottle, all advertising will encourage consumers to recycle, too.

New cake company hits c-stores CAKELY Co has launched into convenience stores with a range of cake slices and jars.

The range includes Large Cake Slices (RRP £3.99), which features a Millionaires Cake, Frazzle Dazzle, Chocolate Madness and Toffee Caramel Chaos.

The Small Cake Slices (£2.99) feature a Marbelous Cake, Millionaire Brownie, Tease Me Brownie and Sticky Toffee Cake.

Finally, the Cake Jars (RRP £3.99) come �illed with The Millionaires Feast, Shortcake Stack, Go Nuts with Nutella, Bisc Off Cake with Lotus Biscuits and Jammy Heart varieties.

“We know there’s a real appetite for indulgent treats,

particularly those with recognisable ingredients, such as Biscoff, Nutella and Jammy Dodgers,” said Lauren Ingram, bakery manager at Cakely Co.

the stat

20.2% The year-on-year growth of cherry-flavoured drinks

Raspberry Gose drives Yonder sales YONDER Brewing & Blending has announced record results for the latest quarter, with sales up 450% year-onyear for the period driven by its Raspberry Gose beer.

Raspberry Gose is the brand’s raspberry sour beer and its bestseller, contributing to 16% of its total sales.

It has an RRP of £5-6 per can.

The supplier said it dem-

onstrates the demand for more “experimental beers which provide something different for the consumer”.

Jasper Tupman, founder of Yonder Brewing & Blending, said: “Our sales over the past year are also up at 55% year on year, and it is our aim to continue to achieve this level of growth over the next two years.”

Irn-Bru invests £6m behind campaign

New Cadbury single bars promos

BARR Soft Drinks is investing £6m behind a new campaign for Irn-Bru. The campaign will run across TV, digital and social media, reaching 90% of 16-34-year-olds in Scotland and the north of England.

In-store PoS material will also be available for retailers.

The ad will focus on how the drink tastes differently to other options on the market, designed to boost sales over summer.

Soft drinks remain one of the most important categories to drive footfall and �lavoured carbonates play an crucial role in offering choice.

MONDELEZ International has launched a new twofor-£1.10 or 60p pricemarked pack (PMP) across its Cadbury single lines, including Twirl, Boost, Wispa, Wispa Gold, Double Decker and Crunchie.

The limited-edition PMPs, available with a �lash reading ‘2 for £1.10 or 60p’, are on sale for three months and are designed to drive sales in the chocolate category by encouraging incremental purchases of single bar.

Nearly a third of all bars sold in independent and symbol stores are Cadbury bars, selling on average at a rate of four units per second, putting the brand in a position to deliver growth.

13-26 JULY 2021 betterRetailing.com

Jaffalicious ChocOrange in 1l format FOLLOWING the launch of its 400ml format, Yazoo is making available Limited Edition Jaffalicious ChocOrange �lavour in a 1l format, with an RRP of £1.50.

The supplier said the larger size is ideal for sharing. It has up to nine months’ shelf life and can be stored ambient, ready to be transferred to the fridge once opened.

The brand’s 1l milk drinks are currently growing ahead of the market at 17%, and other �lavours available in the 1l range include Chocolate, Strawberry and Banana.

Limited-edition carnival papers

IMPERIAL Tobacco has announced the launch of limited-edition Gold Leaf Carnival Edition Papers and an improved click-and-close pouch feature.

The papers will be available in Gold Leaf 30g pouches until the end of September. There will be a series of four carnivalthemed designs that will be rotated throughout the launch period.

With an RRP of £12.80, the Gold Leaf 30g pouch, including the limitededition papers, will be encased in a branded trade outer to drive further awareness of the designs.

The supplier is also launching a click-and-close

pouch feature for both 30g (RRP £12.80) and 50g (RRP £21.00) Gold Leaf formats, as well as an on-pack �lash on the trade outer promoting the packaging design.

Princes caters to young adults PRINCES has announced the launch of its new Chicken Meatballs in Tomato Sauce and Chicken Meatballs in Gravy, as demand for canned food grows.

Last year, 3.7 million new shoppers bought into canned ready meals for the �irst time, with rising popularity among young adults.

Both varieties have an RRP of 69p and can be stored ambient in the cupboard.

Dean Towey, commercial director at Princes, said: “We know younger people have realised the versatility and convenience of canned ready meals in the past year. That is why we have created a range of new products which will appeal to them.”

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RETAIL

IN ACTION

PAID FEATURE ONE MINUTE CATEGORY MANAGER

KP SNACKS delivers a retailer’s guide to capitalising on crisps, snacks and nuts

What to stock WORTH £3.4bn, crisps, snacks and nuts (CSN) is the fastestgrowing impulse category. Retailers can bank on bagged snacks to drive sales and footfall and by stocking our broad range of brands to suit a variety of need states and occasions.

McCoy’s Fire Pit Peri Peri Chicken RRP 90p

McCoy’s Salt & Vinegar RRP 90p

McCoy’s Flame Grilled Steak RRP 90p

KP Original Salted Peanuts RRP 92p

KP Original Dry Roasted Peanuts RRP 92p

Butterkist Cinema Sweet Popcorn RRP £1 PMP

Hula Hoops Big Hoops BBQ Beef RRP £1 PMP

Popchips Barbeque RRP 90p

Popchips Sea Salt & Vinegar RRP 90p

Popchips Sour Cream & Onion RRP 90p

How to stock it BAGGED snacks have a huge role to play in convenience stores. KP Snacks is the number-one driver of category growth, delivering sales for retailers.

TOP TIPS Understand your shoppers’ missions and cater for them. Capitalise on the growth of price-marked packs (PMP) and the food-to-go occasion.

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2

Focus on bestselling core brands.

Forty per cent of sales go through the top five brands. Add a selection of new products to entice shoppers.

3

Engage shoppers. Nineteen per cent of shoppers buy bagged snacks on impulse, so use displays and secondary sitings to drive sales.

3

Merchandise value snacks leading into PMPs and then key brands. Forty per cent of snack shoppers are more likely to buy PMPs.

Where to stock it EFFECTIVE merchandising is key to driving sales.

Creating clear blocks with logical layout will help your shoppers navigate and make their choice.

THREE TOP TIPS

1

Allocate your space to create a simpleto-stock and easy-to-shop fixture.

Make sure you offer a choice of all key CSN formats and segments.

2

Block similar products together, such as merchandising flat, ridged and sharing formats separately. Give the most prominent space to bestsellers.

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MINU

CATEGORY M

KP SN

13-26 JULY 2021 betterRetailing.com

In partnership with

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Maximise the opportunity

1

UTE

MANAGER

NACKS

1

With restrictions easing, food-to-go occasions are on the up. Invest to build back.

2

A summer of sport and sharing is on the horizon, which is a huge opportunity for retailers to retain a bigger basket share by offering appropriate deals and products.

3

Promotional mechanics will play a key role in creating customer value and trust as recessionary conditions prevail.

Now shout about it TOPTIPS

1

Retailers who prioritise the category can drive growth by capitalising on key consumption trends. These have shifted, representing an opportunity for retailers.

2

Ensure your range appeals to all occasions, including on the go and takehome, planned lunches, a big night in or a simple treat.

3

Use themed dedicated fixtures and promotional offers to entice shoppers to the category and drive impulse purchases.

Supplier Viewpoint Matt Collins, trading director, KP Snacks

“CSN is a fast-growing, priority category with huge scale, growing at 3.6%1. We’re helping retailers retain the business they’ve gained in 2020 by offering a winning range that serves all customer and shopper occasions, across all snacking segments (crisps, snacks, nuts, popcorn), delivered in all formats (singles, multipacks, sharing), and up and down the value spectrum.

“Bagged snacks shoppers spend almost £2 more than the average shopper, which represents an amazing opportunity for retailers to grow sales and footfall.”

To find out more about KP Snacks, visit kpsnacks.com

Sources:

1

Nielsen MAT, w/e 24 April 2021

SUPPLIER ADVICE

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PLANT POWER YOUR PROFITS

RETAIL EXPRESS catches up with HOLLY BILL from Alpro to see how her category advice has helped two retailers capitalise on the plant-based sector THE demand for dairy-free products is growing. By 2025, one in two shoppers will be buying plant-based alternatives, and with plant-based shoppers spending 36% more in store, this is an opportunity not to be overlooked. Retail Express joined category leader Alpro to see how the two retailers visited have got on following their expert advice to create a one-stop shop.

AFTER

FOCUS ON KESSER MAHMOOD Da Shop, Stockport

CHALLENGES Merchandising: Plant-based products were mixed with dairy products within the fixture, making it difficult for customers to navigate.

Bestsellers: Kesser had a good range of plant-based drinks but was missing some bestselling Alpro products, including desserts.

Visibility: Plant-based products weren’t being highlighted, making them harder to spot, missing sales opportunities.

CHANGES TO DRIVE SALES Block merchandising: We grouped plantbased products together, within the dairy fixture, to help encourage new shoppers to the category.

Stock bestsellers: We increased Kesser’s plant-based range, adding Alpro’s bestselling lines, including alternatives to yoghurt, desserts and drinks.

Increase visibility: We introduced PoS at the front of the store and at the fixture to drive awareness that Kesser stocks plant-based products.

KESSER SAYS

THE RESULT

£459

Kesser’s predicted annual plant-based sales increase by following Alpro’s advice

“I really enjoyed working with Alpro, and the improvements they’ve made have helped the plant-based category stand out. It’s been great seeing how a few tweaks have brought in a whole new catchment of customers. In fact, I’ve expanded the range further with the brand’s plant-based alternative to yoghurt with vanilla.

I’m delighted with the sales increase – 137% is huge – especially with such a mixed customer base. I will definitely be keeping the changes.”

KEY LESSONS FOR YOUR STORE

1

Group plant-based products together within the dairy fixture to encourage new customers to buy.

2

Stock the top-selling plant-based products including 1l drinks, food to go and alternatives to yoghurt.

3

Utilise PoS, such as shelf-edge strips and barkers, to help shoppers navigate to the plant-based fixture.

BEFORE

GET INVOLVED If you want to know how you can grow sales in your store, call 020 7689 0500

In partnership with

13-26 JULY 2021 betterRetailing.com

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Promotional feature

AFTER

FOCUS ON JAG SINGH

THE RESULT

Go Local Extra, Halifax

CHALLENGES

£424

Jag’s predicted annual sales increase of the new plant-based products added by Alpro

Signpost: Jag wasn’t highlighting his plant-based products in the fixture, meaning shoppers could have been missing them.

Core range: Jag stocked a wide range of plant-based products but was missing key products that cater to different needs.

Focus: While Jag already had plant-based products, they weren’t grouped together, making it difficult to shop the fixture.

CHANGES TO DRIVE SALES Signpost with PoS: We highlighted the category using signage and PoS including chiller-door stickers to drive visibility of the bestselling lines.

Core range: We introduced Alpro’s 1l Oat No Sugars drink to Jag’s plant-based product range, plus alternatives to yoghurt and food-to-go drinks.

Create focus: We brought the dairy-free products together to create a dedicated plant-based zone, alongside their dairy counterparts.

JAG SAYS

“I’m happy with how the chiller looks, and I’m delighted it’s not just the Alpro products that have increased, but the chilled category as a whole. The Caffé Cup has been flying and the yoghurt alternatives are selling well. I’m really glad I followed Alpro’s advice – having a dedicated dairy-free zone has made it more visible as customers can see the products and navigate the fixture more easily.”

BEFORE

KEY LESSONS

1

Highlight the category with signage and PoS materials to drive awareness and visibility of bestsellers.

2

Stock a wide range of plant-based products, including food to go, to cater to different shopper needs.

3

Group plant-based products together within the dairy fixture to help shoppers navigate the area.

1 2 3

ALPRO’S TIPS FOR YOUR STORE

Group plant-based products together and merchandise them within the dairy fixture.

Stock a core range of the bestselling plant-based drinks and alternatives to yoghurt.

Signpost the category and utilise PoS materials such as shelf-edge stripping and shelf barkers.

EXPERT ADVICE HOLLY BILL National Account Manager, Alpro “It’s great to see how following our advice on maximising the plant-based category has impacted Kesser and Jag’s sales. Alpro accounts for 64% of value sales in the impulse channel, and the results Kesser and Jag have seen show that grouping products and giving a fair share of space to plant-based products creates a one-stop shop and helps to boost sales.”

PLANT POWER YOUR PROFITS

Scan the QR code to request your free Alpro PoS kit and a chance to win £100 in wholesaler vouchers

OPINION

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IAA #COMMUNITYSTARS

13-26 JULY 2021 betterRetailing.com

Some photos on this page were taken prior to the Covid-19 pandemic

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured COVID-19: How are you managing when your staff need to self-isolate?

“WE are trying to be as supportive as we can with staff, but it’s difficult, especially if they are told to self-isolate during a shift. I’ve had problems with staff refusing to cover other shifts, which is affecting the business because in those cases we’ve had to close earlier than expected.”

Anonymous retailer (name and address supplied)

The Independent Achievers Academy (IAA) joined SAMANTHA ACKLAND-JONES, of The Village Deli in Storrington, Horsham, to uncover how she uses in-store displays to tell stories and increase basket spend

MAGAZINES: Are you in favour of the removal of single-use plastic toys?

Displays don’t have to promote multiple products. Sometimes they can just be about one, like eggs. Samantha uses her egg display to tell her supplier’s story and has trained a team member to tell the story, too.

2

Samantha uses recipe cards on displays to encourage purchases. When cooking for herself at home, Samantha takes a picture of the dish and then creates a recipe card for customers to follow themselves.

3

Displays don’t need to cost a lot. Samantha looks in charity shops and often finds props there. She also contacts suppliers for additional items to use. Samantha recently built a picnic display, which cost just £10 to make.

SAMANTHA’S TOP IDEA “Be brave. Use what you’ve got in store to maximise displays, but try and go with a consistent theme so customers notice the area more.”

Read the full coverage of Samantha’s session by scanning the above QR code or visiting betterRetailing.com/samantha-ackland-jonescommunity-stars

Harj Dhasee, Nisa Village Stores, Cotswolds

We’ve had to close earlier than expected

KEY TAKEAWAYS 1

“WE have three different bubbles working throughout the morning, afternoon and evening to mitigate impact.

We have a total of 23 staff. If someone on the track-andtrace app walks into the store and one of our phones goes off, then we all have to isolate. It’s scary just to think about it.”

I don’t think they will be as interested

“I’M not in favour of this idea. It will most likely affect the sale of our children’s magazines, because the toys are sometimes all they are bought for. The magazines are only really sold and attract interest because of the toys, so it won’t be good if they are removed.”

John Vine, Newsworld, Shropshire

“I THINK this will affect magazine sales because most of the children buy magazines because of the toys, and if they can’t see a toy on the front cover, I don’t think they will be as interested. I expect quite a shift in sales, and it will affect the overall market.”

Nainesh Shah, Mayhew News, London

BUSINESS RATES: Would a threeyearly revaluation benefit you?

“I DON’T think it will benefit me. If anything, I think it will be more hassle, unless they actually change the process, the way it works and the clarity of the evaluation. The fact they might change it from five to three years isn’t enough assurance.”

Amrit Singh, Nisa Local High Heath, Walsall

“I THINK it will definitely make the process easier, especially because we won’t have the revaluation as often if it’s only three-yearly evaluations.

The process has always been very long winded to do, so hopefully having less checks will be easier.”

Liam Cross, Spar, Norfolk

I think it will definitely make the process easier PARCELS: Have volumes dropped off since restrictions have eased?

I haven’t noticed a significant difference

“WE’VE still been handling a lot of parcels despite restrictions easing. The volume is a little lower compared with the beginning of the pandemic, but it is still quite a lot, so I haven’t really noticed a significant difference compared with when the restrictions eased.”

Sunny Singh, Jay’s Cabin, Wolverhampton

“I HAVE noticed that the amount of parcels we are receiving has been less lately, so I would say I have seen a difference since restrictions were eased. We are still getting quite a few, but definitely not as much compared to other times during the pandemic.”

Tilak Kathayat, Chandra Cash & Carry, Greenwich, London

#IAA21

IAA VIRTUAL GALA 15 JULY, 4PM The Independent Achievers Academy presents its annual Gala. Celebrate the hard work of innovative convenience retailers and discover their secrets of success.

Don’t miss out, register today.

Visit register.iaagala.co.uk

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LETTERS

13-26 JULY 2021 betterRetailing.com

sam coldbeck

Letters may be edited

Some photos on this page were taken prior to the Covid-19 pandemic

Wharfedale Premier Convenience, Hull

Become a cornerstone of your community

‘Indies need commercial vehicle insurance’ THERE has been one major issue I have been warning retailers about which hasn’t been publicised much in the trade press.

The issue is around the lack of commercial vehicle insurance taken out by retailers.

This is particularly

prevalent among some of the newer retailers I have been speaking to. They are all coming to the cash and carry in vehicles which just have normal car insurance policies taken out on them.

You need commercial insurance when carrying commercial goods. For example,

you’ve got to be insured for £500,000 of losses. I keep telling them they need the proper insurance, but their main complaint is that it costs too much.

It’ll cost them a lot more if they do suffer a loss and don’t have the proper insurance policy to cover it.

Commercial insurance is vital for covering losses left, right and centre, but they do not want to look into it. Everyone seems to be driving around with normal insurance these days.

Ali Awan, H & H Convenience, Gateshead

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Rockstar

TO celebrate the Rockstar relaunch this summer, the brand is offering five lucky Retail Express readers the chance to win £50-worth of stock. The relaunch includes a new pack design, reformulation of its Original flavour and a multipack to capitalise on the increasing demand for takehome formats. The refresh aims to recruit new shoppers into the energy drinks market.

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.

@asidhu007 – Sid Sidhu, Kenilworth Budgens, Warwickshire

‘We raised money for a children’s hospital’

“WE have an 11-year-old customer who has been attending Birmingham children’s hospital. It’s a charity close to our hearts. He helped spearhead awareness that we were raising money after I initially suggested the idea. He came into the store for half a day encouraging donations with a bucket, and we also set up a JustGiving page. We raised just short of £400. We ran the event on the same day England played Germany in Euro 2020 to help create some atmosphere around the event. The money was also raised in honour and in memory of my friend and fellow retailer Raj Aggarwal.”

ONE of my favorite things about being an independent retailer is knowing that our local community can rely on us.

Responsible retailing is the cornerstone of everything we do and it comes down to trust.

Whether it’s reaching out to schools, sponsoring local sports clubs or offering people Each issue, one of seven top services that they retailers shares advice to wouldn’t be able make your store magnificent to get from the supermarket, like emergency home delivery. Our attitude is: “If we can help, we will. Just let us know what you need.”

We’re finding out by talking to people that lots of our customers are feeling confused. The Delta variant is spreading quickly, but many have confidence after their jabs and are returning to their local shops. By wearing our masks and keeping up with sanitising and social distancing, we’re trying to make our environment as welcoming as possible while maintaining an air of caution.

We built up a very good following on Facebook because I didn’t think it was right to put leaflets through people’s doors at the height of the pandemic. Social media was a safe, effective way of reaching out to our community. We were sponsoring grassroots sports teams even when they weren’t playing. We kept in touch with the clubs and let them know that as soon as they could start training again, we’d be cheering them on. It’s about making the kids aware that they’re not being forgotten about, letting them know that our store is open and they can come in and let us know they’re okay.

That approach has extended to the staff as well. We were thrown into the front line literally overnight last year.

The people working with us are really valuable and we didn’t want to lose anybody, so it’s about rewarding them, working alongside them and listening to them. We’ve given them bonuses every six months and supported them if they’ve been verbally abused. Our staff now understand that as soon as an abusive customer leaves the shop, they’ve forgotten about the things they’ve said and it’s not personal. Fortunately, these incidents are few and far between, and the team appreciate the kind messages, gifts and comments the majority of our customers give them.

Lockdown community retailing has been like a marriage.

It’s been rewarding, challenging and sometimes hard work, but so much easier when the pubs reopen!

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing megan.humphrey@newtrade.co.uk 020 7689 3357

Boost Rio Trade_RETAIL EXPRESS 260x339 copy.pdf

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24/05/2021

16:23

BRAND GROWTH OF +14% VALUE YOY FASTEST GROWING FLAVOUR

DELIVERING GREAT CASH MARGINS DON’T MISS OUT, STOCK UP NOW! www.drinkrio.com *IRI Marketplace Data Symbols & Independents 52 weeks Total Soft Drinks 21st February 2021

CATEGORY ADVICE FUNCTIONAL DRINKS

22

FULLY FUNCTIONAL JASPER HART looks at how to stock a soft drinks range with a health-driven USP

WHAT ARE FUNCTIONAL DRINKS? HAVING emerged in the second half of the last decade, the functional drinks category continues to make its case as an important part of a retailer’s soft drinks offering.

Defining it can be tricky, with different suppliers’ valuations of it ranging from £240.1m to a whopping £1.2bn, but it’s best to think of it as a subset of the sports and energy drinks cat-

egory that focuses on the benefits its products offer to users through their natural ingredients such as vitamins, or a lowor no-sugar offering. The main target market is young people in the 18-35 age category.

There’s certainly room for it to grow, with investment from suppliers in recent months, as the pandemic has highlighted the need for refreshing drinks

that deliver nutritionally without compromising on flavour.

“Energy and sports drinks account for 30% of total soft drinks sales in convenience, so it’s an important segment of any retailer’s chiller, especially in the summer, with drinks satisfying different shopper needs,” says Matt Gouldsmith, wholesale channel director at Suntory Beverage & Food

LIFT YOUR SALES +£3.5m incremental value to soft drinks over 4 years*

New £27m category opportunity**

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*Kantar Worldpanel, Total Take Home Soft Drinks, 52w data to 27.12.2020 **NielsenIQRMS, Total Impulse, Value Share of Soft Drinks vs. Functional Wellness –opportunity calculated based on functional wellness matching fair share of soft drinks, 52we 4.1.19 vs. Yr. Ago

Time to

GB&I (SBF GB&I). “By blocking sports and energy by need state – starting with stimulants, flowing into sports, then energy and finally natural energy – customers will be able to easily find the right drink for the right occasion.”

With functional drinks being a fairly nascent category compared to more established sports and energy brands,

clear blocking takes on even more importance.

Phil Sanders, out-of-home commercial director at Britvic, says the key is getting the balance right. “Offering a balanced range of bestselling, great-tasting functional wellness drinks and communicating why these are worth paying more for is pivotal to unlocking additional sales and value,” he says.

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THE CATEGORY’S UNIQUE SELLING POINTS VITAMINS are just one aspect of the functional drinks segment’s key selling points.

Coca-Cola Europacific Partners (CCEP) is one supplier which has made strides into different USPs for its drinks. Its Monster Nitro drink uses a blend of nitrous oxide and carbon dioxide gas to give a unique dry texture.

Arguably, CCEP’s biggest investment in the functional category in recent years has been

through its Reign brand. While CCEP is keen to stress the vitamin content of the range, its main selling point is its incorporation of branched-chain amino acids (BCAAs), which are said to help prevent protein muscle breakdown, as well as L-Arginine, which improves blood flow and stimulates the release of hormones. “Reign has continued to grow since launching 18 months ago and is already number one in the

performance energy segment in GB, and more than three and a half times the size of its closest competitor,” says Amy Burgess, senior trade communications manager at CCEP. “Reign is designed for the growing number of 18-to-35year-olds looking for functional food and drink that can help maximise results when they work out, with no need to compromise on taste.”

Michael Ratheram, customer

engagement manager at Epicurium, also recommends looking out for alkaline waters.

“Actiph Water is the market leader with a zero-sugar, zerocaffeine, zero-calorie way to charge up,” he says. “With growing awareness of the benefits of alkaline water in support of a healthy, balanced lifestyle, we’re anticipating the growth we’ve seen over the past few years to continue strongly through 2021.”

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Phil Sanders, Out-of-home commercial director, Britvic “Functional wellness drinks are worth £240.1m, equal to 2.7% of soft drinks sales. Britvic’s latest Soft Drinks Review has identified an £812 opportunity for every convenience store through the functional wellness drinks segment. At a time when the pandemic has shone a light on health and wellness for many, 37% of people are now positively interested in premium soft drinks with added benefits.

“Being a relatively new segment, convenience stores have headroom to attract more shoppers as they are only converting 10% of take-home shoppers, and 26% of on-the-go shoppers into the wellness category, despite a greater proportion of shoppers wanting premium drinks with added benefits.

“The future looks bright, with the stimulants segment being the star performer in 2020. The segment grew by 11.6%, adding £57.2m to the convenience stores, outgrowing all other soft drinks combined.”

CATEGORY ADVICE FUNCTIONAL DRINKS

MERCHANDISING

MORE SALES? SIZE MATTERS.

THE chiller is a natural place to start when considering the merchandising of your functional drinks.

Their positioning around more established sports and energy lines will help to attract eyeballs and foster impulse purchases.

“Consumers are looking for innovation and new formats,” says Ratheram. “New emerging brands are the antidote to the standard drinks fridge that shoppers have become bored with.”

SBF GB&I’s Matt Gouldsmith adds: “Retailers should stock a range of options to enable shoppers to find the right

drink throughout this year. Lucozade Energy’s core range, for example, is our biggest seller within our range, and its most popular varieties – including Orange and Original – and launches like Watermelon & Strawberry Cooler and Citrus Chill should form the basis of any energy range.”

It’s also important to block by shopper need. “For retailers who don’t currently stock performance energy brands such as Reign Total Body Fuel, we recommend creating space in between energy and sports drinks,” says CCEP’s Burgess.

“If sports drinks are merchandised away from energy, then

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Rachael Hockmeyer, Spar Sleaford, Lincolnshire “We’ve been selling Purdey’s for years and it’s always sold fairly well for us. We also have some of the addedvitamin drinks, such as Get More Vits, which sell okay.

We’re selling a lot more diet and low-sugar drinks, but I think some of that is due to the pricing. We haven’t made a conscious decision to sell them particularly, it’s just part of what we do.

“Soft drinks are a really big part of our business, so we just sell what sells. We see what Blakemore has got that’s looking exciting and we try it, and if it sells, we keep it. If it doesn’t, we don’t. Functional drinks sit above our waters with flavoured waters, but Purdey’s is actually with the energy drinks. We keep protein with milkshakes in the fridge – milkshakes, fresh juices and cold coffee comes in together on the other side of the water. It’s a massive chiller.”

performance energy should be merchandised next to energy.” The category’s products are almost universally striking in their design, giving retailers a great opportunity to create a well-blocked, eyecatching display.

Additionally, where possible, retailers should look to stock price-marked packs (PMPs) of functional drinks, to clearly communicate their value, as well as multipacks and larger bottles.

These can lend themselves to second sitings in ambient locations, as shoppers will look to take them home for longer-term consumption.

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Paid feature

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Phil Greenhalgh, managing director, Grenade “From natural energy drinks and nootropics to sugarfree varieties with jaw-droppingly original flavours, there’s never been a more exciting time for functional energy drinks, with the category in Great Britain worth more than £1.2bn.

“Awash with innovation that you’d have been hard-pushed to imagine 20 years ago, opportunity is ripe for savvy retailers looking to bounce back to preCovid-19 sales.

“The proof? Despite the events of last year, with onthe-go sales impacted, the functional drinks category still accounted for a whopping £698m in sales in convenience stores. Buoyed by a more health-conscious public, an additional £72.5m of energy drinks were sold in 2020, 12.2 million litres more than the previous year.

“There is a strong consumer demand for the category, owing to product benefits directly supporting healthier lifestyles. Retailers should take notice. Furthermore, as restrictions lift and on-the-go occasions naturally increase, this demand will only gain momentum, with zero-sugar varieties set to rule the roost as consumers continue to turn their back on sugar.”

New functional launches

Angela Reay Brand and innovation controller, Nichols PLC

Capitalise on on-the-go formats this summer AS we move into summer and restrictions gradually lift, consumers will be looking for soft drinks to enjoy and may be keen to explore new flavours, as well as experiences.

With this in mind, we recommend that retailers consider whether their carbonated soft drinks range appeals to changes in customer preferences and behaviour.

Stocking carbonates in convenient formats to cater for on-the-go is a great way to drive sales and impulse purchases. Our Vimto carbonates range, which includes Vimto Fizzy and Vimto Fizzy Zero, has grown by 8.7% in volume sales in the off-trade year to date1. Leveraging the on-the-go occasion by displaying double facings to avoid empty shelves during busy times is important, while ensuring drinks are chilled, ready for immediate consumption will help retailers maximise this trend.

Even with the unpredictable weather, during summer people will be looking to spend time socialising outdoors and there are several occasions, from barbecues to picnics in the park. Retailers can tap into these social occasions by stocking a diverse range of flavours as part of their carbonated drinks range.

We know take-home flavoured carbonates have had a significant uplift, with growth of 14.7%2 in impulse stores, and retailers can capitalise on this by stocking flavours synonymous with summer, such as Levi Roots Tropical Punch, which we launched in 2020. Sales for Levi Roots are up 20% year on year2, helping to drive category value.

We also recommend having clear signage and PoS for ‘summery’ carbonated drinks, to aid in-store navigation and guide customers to new and different flavour options.

To maximise your drinks range, we believe it’s important to keep your stock of carbonated drinks relevant. Maintaining a few well-known and trusted brands as well as some interesting new options is a great way to foster trust with customers, while keeping them engaged with your range.

The range must also always be chilled. Warm soft drinks may result in lost sales, especially over summer when consumers are on the hunt for refreshing and chilled drinks.

Rockstar Original No Sugar £1.19, 500ml PMP Grenade Energy, Cherry Bomb, Sun of a Beach and Berried Alive £1.99, 330ml Red Bull Cactus Fruit Summer Edition £1.35, 250ml Purdey’s Refocus and Replenish £1.59, 330ml; £1.29, 330ml

Nielsen, Total Coverage, YTD 24.04.21 2Nielsen, Total Impulse, MAT 24.04.21

1

CATEGORY ADVICE PRICE-MARKED PACKS

26

DEMONSTRATE VALUE With 62% of customers being more careful with money, TAMARA BIRCH explores the benefits of stocking price-marked packs and how they can help boost sales, loyalty and footfall

the stat

83%

of retailers say PMPs sell faster than non-PMPs

NEW

WHY ARE PMPS IMPORTANT? PRICE-MARKED packs (PMP) have long been the go-to option when stores want to increase their perception of value. But why should retailers stock PMPs? The need for value has been growing for the past few years and PMPs clearly demonstrate this on pack. In fact, according to Lumina Intelligence, 82% actively look to purchase PMPs as part of their weekly shop.

Allison Wallentin, category manager for convenience at Saputo Dairy UK, says: “Value for money appeals to just about everyone and this is especially true in the current climate.

“For many consumers, PMPs offer price reassurance – a sense that they are not being ‘ripped off’ – and for retailers they can be a strategy to encourage purchase, representing a quick and affordable choice.”

Amy Burgess, senior trade communications manager

at Coca-Cola Europacific Partners (CCEP), echoes this and says PMPs offer a point of difference over supermarkets. “PMPs can reassure shoppers that they can get the products they want at an affordable price.”

Forty-three per cent of shoppers say they’re more likely to shop in a convenience store that sells PMPs, according to Matt Stanton, head of category & insight at DCS Group. “With 22% of shoppers believing PMPs are cheaper than the standard price, PMPs are a great way to draw shoppers to the fixture,” he says.

Samm Orgar, of Orphins Store and Post Office in Ashford, Kent, says PMPs entice shoppers to pick up more: “People always like PMPs and everyone loves a bargain.

Even if they don’t want to buy two, when you see the offer it’s tempting to buy more than you intended.”

*Based on the RRP for this product and the RRP for a pack which was in market up to March 2021.

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WHEN SHOULD YOU STOCK PMPS OVER STANDARD PACKS? THE reality of PMPs is that they don’t work for every store, but when should you stock them instead of non-pricemarked packs?

“Having an on-pack price can increase the appeal to purchase,” says Maeve Judge, marketing manager for meals and baking at General Mills.

“For retailers, a PMP range can

inform and educate what the RRP of a product should be and helps to infer a profit on return more easily.”

The key to deciding whether to stock PMPs ultimately comes down to your customers. Some retailers have seen growth from premium products and shoppers treating themselves – especially after the past 18

months. In fact, some say the key is offering choice to your customers by stocking products next to PMP alternatives.

If you’re unsure, shop your store as a customer on your day off to discover more about what your customers are picking up. Are they choosing PMPs or standard packs? Are they reading the price? Which categories

are they looking at the price in more? Write these down and adapt your range accordingly.

PMPs can help drive footfall and highlight categories shoppers believe they wouldn’t necessarily find in a convenience store, like petcare. “Categories such as petcare benefit from having PMPs in convenience stores because it acts as an

extra incentive to draw the attention of shoppers to products they may not have traditionally sought out in their local store,” says Simon Spears, customer director, discounters & convenience at Mars Petcare UK. While Spears says it can help footfall, he does warn to be careful about overloading your store with

BIGGER BAGS BIG FLAVOUR

PMPs as it can decrease the impact it brings. “Shoppers trust retailers to highlight good value through incentives, so it’s vital to make these offers feel special,” he says.

the stat

62%

of customers are acting more carefully with their money

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Guy Harvey, impulse category management channel lead, PepsiCo

H T I W E M N SCA E N O H P T R A M S YOUR R E D R O N A E C A TO PL

“We know retailers find it challenging to know which crisps and snacks lines to prioritise, with hundreds of products to choose from.

“Fifty per cent of savoury snacks category sales comes from just 55 lines, while the bottom 10% of category sales come from 86% of lines. It’s vital, therefore, that retailers replace poor performers and prioritise stocking the bestselling savoury snack lines.

“To help retailers adapt to the changing shopper habits, we’ve updated our Walkers crisps and snacks range strategy, supporting retailers to offer the right products in the right segments in their store. Our new strategy can help retailers grow their savoury snacks category sales by up to 46% more per week and includes our bestsellers that make up 35% of crisps and snacks sales in symbols and independents.”

CATEGORY ADVICE PRICE-MARKED PACKS

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13-26 JULY 2021 betterRetailing.com

WHERE ARE PMPS THRIVING? NOT every product will sell as a PMP. What will sell is down to your customers and through trial and error. For Ogar, there are several categories that sell well as a PMP: “The demand for PMPs is across the board, including frozen, grocery and confectionery.” Suppliers have reported growth in take-home formats, sharing bags and multipacks.

“Sharing PMPs became the number-one contributor to crisps and snacks growth last year, growing by 16.3%,” says Guy Harvey, impulse category

management channel lead at PepsiCo. “What’s more, takehome purchases now represent 60% of all shopping trips in symbols and indies.”

Matt Collins, trading director at KP Snacks, says: “As restrictions are lifted, shopping behaviour will shift back to ‘little and often’ as recessionary conditions prevail.

As this happens, promotional mechanics will play a key role in offering value to shoppers.”

Larger formats communicate value and so do PMPs, so why not offer both?

Larger formats and PMPs don’t just apply to crisps and snacks – soft drinks and confectionery suppliers are seeing growth, too.

“PMPs account for more than 60% of total soft drinks sales in convenience stores and we expect larger packs to remain in high demand this summer. In fact, value sales of our Coca-Cola multipacks are up by 25.8% thanks to the volume and value they offer,” says CCEP’s Burgess.

Retailers are reporting single sales returning in catego-

ries such as snacks, soft drinks and sweets. Thanks, in part, to a return of shoppers being out and about more often and picking up impulse lines. To fully benefit from this return, offering value is key here, too.

Britvic’s out-of-home commercial director, Phil Sanders, says: “People have been more mindful of their spending, and this is where PMPs can offer assurance they are getting value. We’d recommend retailers stock price-marked cans or 500ml from trusted brands to ensure everyday value.”

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PepsiCo’s Hero 25 range To help retailers adapt to the shift towards value, PepsiCo has updated its Walkers crisps and snacks range strategy. The supplier has launched the Walkers Hero 25 range, which includes £1 PMP bags of Walkers, Doritos, Wotsits, Sensations, Quavers and Monster Much, as well as the Walkers Drive 25 range.

Matt Stanton, head of category & insight, DCS Group

DCS Group’s exclusive PMP lines With many wholesalers delisting PMPs and other convenience-specific lines, the DCS Group CoPacking division has created 43 new exclusive PMPs since the beginning of the pandemic. The DCS Group has also worked with Unilever to produce a new range of PMP versions of some of Unilever’s bestselling lines, including Dove Nourish Bodywash (PMP £1.20) and Sure Men Invisible Ice.

“Financial uncertainty has resulted in many shoppers being more money- and price-conscious, with 62% of people saying they are being more careful how they spend their money. PMPs offer shoppers price confidence, with one in three saying a PMP reassures them they’re not being overcharged, and this is obviously important when shoppers are watching what they spend. PMPs also make life easier for convenience retailers, reassuring them that they’re charging the right price.

“However, the pandemic has caused welldocumented challenges for the supply chain, and many suppliers rationalised their product ranges.

In some cases, this resulted in PMPs and other convenience-specific lines being delisted, leaving wholesalers and convenience operators vying for the same packs as the supermarkets.

“To support wholesalers and convenience retailers, the DCS Group CoPacking division has created 43 new exclusive PMPs since the beginning of the pandemic, helping drive sales by ensuring the right packs are on shelf.”

Britvic launches new £1 PMP offering Britvic has updated its 500ml PMP offering to a competitive single price point of £1 across its whole no-addedsugar range, including Pepsi Max, Pepsi Max Cherry & Raspberry, Diet Pepsi, 7UP Free and Tango.

CCEP brand’s available as PMPs CCEP’s Coca-Cola, Fanta, Sprite, Dr Pepper and Monster are all available to convenience stores as a plain pack and a PMP, giving stores the option to choose which is best for their customers. Merchandising the range effectively, Burgess says: “Displays could see bestselling PMPs, such as Coca-Cola, Appletiser and Schweppes, stocked alongside products such as burgers and buns, condiments and even barbecues.”

Mars Petcare’s Dream Sixteen range To help retailers capitalise on the growth in petcare, Mars Petcare launched their Dream Sixteen range.

Spanning across its bestselling brands, Pedigree, Sheba and Cesar, the range includes three new PMPs – all with RRPs of £3.75-£4.75 to appeal to more than half of shoppers, who say they like this format.

HOW SHOULD YOU MERCHANDISE PMPS? MAKING the most of PMPs in store is about giving them as much visibility as possible.

“Use secondary sitings to grab the attention of shoppers, even if they haven’t visited the main fixture, and range the products in the relevant area,” says Harvey.

PoS materials, such as shelfedge barkers, enhance the visibility of PMPs and help bring the display to life. Outside the store, leaflets are an effective way of reaching a wider audience who might be looking to save the pennies. Posting

supplier support

regularly on social media will help this also.

For specific categories, such as frozen, suppliers recommend having a dedicated area for PMPs. “To best merchandise frozen PMPs, retailers should place them within their frozen sub-groups, but if your store size allows, we’d also suggest retailers have a dedicated frozen PMP section to help it become a destination for shoppers,” says Chris West, commercial manager at Birds Eye. Naomi Tinkler, McCain’s category controller, says: “Block-

merchandise categories and products so that at five metres, shoppers should be able to identify the category. At three metres, they should be able to clearly identify the brand.”

What’s more, Saputo Dairy UK’s Allison Wallentin says to stock bestselling lines as a PMP. “Remember that the top 20% of lines will contribute to 80% of category sales. With product quality and brand familiarity driving selection for almost half of post-millennial shoppers and two in five older shoppers,

stock well-known brands as PMPs to instill consumer confidence and drive conversion.

Mondelez’ two-for-£1.10 Cadbury PMPs To help drive single confectionery sales, Mondelez has launched a ‘two-for-£1.10 or 60p’ PMP across its Cadbury bestsellers, including Twirl, Boost, Wispa, Wispa Gold, Double Decker and Crunchie. Susan Nash, trade communications manager at Mondelez, says: “We now offers its widest-ever range of PMPs across all categories to allow retailers to help stand-out on shelf with the convenience of clear on-pack pricing.”

Suntory Beverage & Food GB&I’s PMP price reduction SBF GB&I reduced its price-mark across its Ribena and Lucozade Energy drink-later range to offer a lower everyday price to consumers at a time when many shoppers will be looking for increased value from their regular purchases.

Lucozade Energy is now available in a 1.45l £2 PMP bottle, which was joined by a 12x330ml cans pack.

ALWAYS STOCK THE

UK’ NO.1 s

BRAND FOR HAND WASH AND HAND SANITISER **

Use Sanitisers Safely. Always read the label and product information before use. *Enveloped Viruses.

**Nielsen, Total Coverage, Value Sales to 22nd May 2021

CATEGORY ADVICE PETCARE

30

IMPROVING PETCARE SALES Pet ownership grew considerably during the pandemic, increasing demand for petcare products. CHARLES WHITTING finds out how retailers can take advantage of this

THE IMPORTANCE OF A STRONG PETCARE OFFER AT first glance, it might seem that petcare products are something that is only important to a fraction of your customer base. However, there are two important things to remember when it comes to petcare. First is that people with pets will always need to buy it, so if you have it, then they will know to shop with you. And second, when they do so, they’ll spend more.

“On average, households that have pets spend 26% more on groceries. Even if you

take pet food and litter out of the equation, average spend is still 15% higher,” says Simon Spears, customer director, discounters and convenience at Mars Petcare UK. “The majority of pet owners view their dog or cat as far more than just a pet, with 67% citing their dog as their best friend. Therefore, the petcare category offers a lucrative sales opportunity for retailers, as shoppers are willing to spend and trade up.”

And the number of pet own-

ers in the UK has only been going up since the pandemic started, increasing your potential customer base.

“Petcare was positively impacted, with single-serve meals for both dogs (+28%) and cats (+14%) increasing in sales value significantly,” adds Spears. “This demonstrates that retailers need to have a selection of petcare products, including singleserve offerings, as it’s a clear favourite for many petcare shoppers in their local store.”

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CATEGORY ADVICE PETCARE

32

THE CHOICE BETWEEN BRANDS AND OWN-BRAND THE pandemic and the subsequent economic uncertainty have made value an increasingly important part of customers’ decision-making in store.

When it comes to petcare, this may mean that having a good stock of less expensive options makes your store an attractive option for cash-strapped customers. Sisila Kodithuwakku, from Select & Save in Barnsley, has 24 varieties of dog and cat food in his store, and he has noticed sales of own-brand lines from Bestway and Booker have

been rising compared with his branded pet food.

“People used to be happy to spend a fortune on other brands, but recently they’ve stepped back from that,” he says. “Some people still get more premium brands, but over the past 12 months I’ve noticed that people are trying to save money and have gone for the cheaper brands. They’ll buy anything that’s own-brand and still good quality.

“My own-brand pet food products are mostly £1 or £2

for a bigger pack, whereas the branded options are £1.49 and £3.49 for a bigger pack.”

However, Sharon Rimmer, from Bilsborrow Post Office and Village Store in Preston, Lancashire, has found that pet food is one area where people are unwilling to make savings. Her customers fluctuate between Felix and Whiskas for cat food – with occasion purchases of Sheba – primarily “because cats can be fussy and owners will experiment to find the food their cat will like”. With

dogs, the differentiation tends to come between wet and dry foods. But it is generally always the branded petcare products that customers buy, regardless of whether they are making savings elsewhere on their shop.

“Pet food sales have stayed the same,” she says. “We have a couple of customers who come in and buy trays of dog food – one has three Great Danes.

But people like their pets and they’re quite happy to pay for their pet’s food. They don’t like messing with their pets’ diets.”

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Simon Spears, customer director, discounters and convenience, Mars Petcare UK “During an unsettling year for many shoppers, we saw a dramatic increase in pet ownership – with dogs the favourite choice (57%), followed by cats (38%) – as consumers sought companionship and a welcome distraction. This pet boom resulted in the convenience sector’s share of petcare sales growing from 0.2% to 5.4%, with multiple shoppers turning to their local store during the pandemic. It’s particularly key that retailers stock well-known brands, such as Whiskas, Pedigree, Sheba and Dreamies, as that will help reassure shoppers of a range they can trust.

“We are seeing some shifting to more luxury petcare purchases. With 72% of shoppers stating that they would be unwilling to compromise on the quality of products being bought for their pet, it’s no surprise that luxury options are continuing to drive petcare sales.

This is particularly true in convenience, where premium cat meals added 14% year-on-year growth in 2020.”

HEALTHY TREATS WITH so many people getting pets during lockdown and having more time at home to train them, one of the major growth options in petcare has been in treats. Brands such as Dreamies and Wagg have grown popular with customers looking to reward their pets and strengthen bonds.

However, health has also always been an important consideration for customers – vet bills are rarely cheap – so it’s also worth stocking and highlighting lines with healthy credentials.

“The dog-treat market alone has grown by around 13% in the past three years

and shows no sign of slowing down, which is great news for businesses like our own.

In fact, we’re continuing to expand and will be looking to recruit in the not-too-distant future as we look to expand our offerings,” says Simon Brown, director at Sniffers Pet Care. “Retailers need to offer healthy alternatives to high-sugar, high-fat options to satisfy demand from owners who are keen to feed their pets well.”

Treats and toys are also more of an impulse purchase for customers compared to the more essential food generally. This can bring further

opportunities for retailers to increase loyalty and basket spend with prominently placed promotions.

“The impulse nature of this purchasing, particularly in non-functional treats, means in-store activations and shopper journey disruptions have increased basket spend,” says Julia Padgett, category analyst at Inspired Pet Nutrition.

“Our Wagg brand has experienced 35% growth, with its appeal reflecting human eating trends with products such as Steaklets and Bangers, while Harringtons wet dog food is among the fastest growing in the category,”

PROMOTING PET FOOD WHILE your pet food need not be placed at the forefront of your store – people who need it will go looking for it – it is still important to highlight that you’re selling it.

Price-marked packs can prove popular and make purchasing simple for many customers. Promoting your petcare production online is also worthwhile.

“According to the Pet Food Manufacturers’ Association, the number of younger pet owners is rising and a third of those aged 24-35 now have a pet in their household,” says Brown. “Millennials are the generation most likely to order products online, so a strong digital offering – preferably supported by social media promotion – is vital.”

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HOW TO MAKE YOUR STORE MORE DISABILITY FRIENDLY Making your store accessible to disabled people can be difficult space-wise, but there are always ways to make your store easier to access

How can you keep your aisles wide enough and shelves at the right level for disabled customers? – Amit Puntambekar, Ash’s Local Nisa, Fenstanton, Cambridgeshire

1

Jenny Owen, Trunch Corner Store, North Walsham, Norfolk

“WHEN we bought the store 18 years ago, it was shut, so everything needed work to make it accessible. The door and aisle needed to be made wider, so we did that �irst. We’ve also got a forecourt out the front, so it’s easy for parking, which makes a difference.

“You need your aisles to be wide enough for a wheelchair, a walker or a mother with a pram to walk through easily. We don’t insist that people use baskets if they’d struggle to carry one with their bag as well. We just tell them that they can put their shopping into their own bag so they don’t have to carry both.

“We don’t place products at low-level and we’re always there to lend a hand. We know 90% of our customers. You can assess their abilities and work around it like that. If they need us to, we’ll go around with them, carrying a basket and help them with their shop.”

2

Gabriela Zapanova, Ella Supermarket, Woodford, east London

“WE have an entrance that is very accessible for disabled customers. We have no stairs or anything. It’s all on the ground �loor. We’re also right next to the bus stop, so our positioning is very good. People don’t have to travel too far to get to our store, which also really helps.

“We don’t do anything to promote our store’s accessibility.

There are no stickers in the window or anything like that. We just explain that customers are welcome and it has been promoted by word of mouth ever since.

“We are local and people know us and they know that they can come to us and we’ll be there to help them in whatever way possible. People come and shop with us because they know they will be made to feel comfortable and can have a nice conversation with the team. We’re known for that. It makes a big difference.”

3

Gareth Cass, Baxters News, Dartford, Kent

“WE’VE got a step entrance to our store, but we’ve put in a ramp so that people with disabilities and prams can enter.

Unfortunately, my store isn’t the biggest in the world and so some of the aisles are quite tight, but the area around the entrance and the tills is quite spacious.

“If I had the space, I would de�initely widen my aisles. I don’t want to discriminate. It’s so important to make sure everyone can get in and around the store.

“We put the more popular products in the more spacious areas so customers can easily access them for their shops, and then our imported, specialist lines take up the rest of the store. We get a few disabled customers coming to our store and we offer to help them get inside, and also offer to do their shop for them if there are things in the store that they can’t access well.”

In the next issue, the Retail Express team looks at how retailers can keep their back office in good shape. If you have problems you’d like us to explore, email charles.whitting@newtrade.co.uk to get your questions answered.