• Retail Express and JTI infiltrate the UK’s illicit vape and tobacco capital to uncover the new ways dodgy sellers are escaping justice
Labour government pledges to ‘go further’ in clampdown on shop violence
How to use platforms such as Google and TikTok to attract more footfall
Discuss the hottest topics in convenience with leading retailers and suppliers, and discover new ways to win more customers, grow your sales, run a more efficient store and move your business forward
Innovation • Loyalty • Pricing and promotions
• Current trends • Social media • Technology • Sustainability
Topics include: Also at the Better Retailing Festival & Awards:
Masterclasses • Retail surgery • Trade exhibition • Inspirational speakers • The Better Retailing Awards 2024 Celebration
P12, 18 & 22
UNCOVERED
Are standards across your store up to scratch?
SERVICE providers such as PayPoint, DPD, Evri and InPost o en sell themselves as ways to help retailers generate additional footfall and potential sales. While this is true in some cases, it can have the opposite e ect in others.
I recently sent a parcel to a nearby convenience store for collection. What should have been a simple task turned into a frustrating one. My rst collection attempt was hampered by the store being closed – hours earlier than its advertised trading times on Google.
Luckily, the store was open the following day. However, the shop had some of the poorest availability I’ve seen from a retailer, with many of its shelves empty and its chillers half full. It also looked like the shop’s cleanliness had been neglected.
The person serving me spent 10 minutes scrambling around a cupboard of boxes trying to nd my parcel. The store’s organisation system seemed to involve chucking the parcels into a pile and hoping for the best.
My experience meant I’d be very unlikely to visit that store again, and I presume others in similar situations would think the same. It’s good having services such as parcel collection, but this can back re if the rest of your store standards aren’t up to scratch.
ARE THERE ANY AREAS THAT
DON’T
MATCH UP?
Although my experience is an extreme example, it highlights the importance of consistency. If you haven’t done so recently, I recommend reviewing your store and seeing if there are any areas that don’t quite match up to the rest of your business.
Retailers invest £1bn in longterm plan to ght rising costs
ALICE BROOKER
CONVENIENCE-STOREinvestment increased to £1bn last year, according to the ACS Local Shop Report 2024.
The news of a 55% yearon-year rise of self-funded investment to £1bn in the nine months to February 2024 contrasts with a stagnation in symbol-group funding.
The Local Shop Report 2023 showed that funding from symbol groups made up 20% of the £646m total investment in the convenience sector, which approximated to £129m.
In the 2024 report, 12% of all store investment came from symbol groups, suggesting that symbol-group investment fell by nearly £10m year
THE average Post Of�ice (PO) branch is achieving a 3.5% boost to their remuneration this month, following the start of PO’s Operational Excellence Initiative (OEI). PO forecast a 2.9% pay boost. However, better-
on year to around £120m.
Despite the signi�icant uptick of investment across the industry, the key areas of investment as a proportion of the £1bn remained largely stable.
Refrigeration remained at 56% of total investment, while technology spending rose to 32% from 29% of spending.
ACS communications director Chris Noice said while investment is up, a lot of it was “defensive investment”, such as in areas of crime prevention and detection, energy ef�iciency and other futureproo�ing measures. Meanwhile, the value of annual sales across the industry is expected to equal £54.6bn by 2027.
than-expected branch performance would mean £8m in OEI payments made to branches for this �inancial year – £1.3m more than forecast. The OEI was introduced to branches last month.
INDEPENDENTretailers have warned that staff hours could suffer if a proposed 5.8% hike to the National Living Wage comes into force next April.
In its latest report, the Low Pay Commission (LPC) rec-
ommended a rise that would push the rate from its current £11.44 per hour to £12.10. Fed national president and Blantyre-based Premier retailer Mo Razzaq said any potential increase “would be a step too far”.
Back-to-school sales
DEMAND picked up for lunchbox favourites as parents stocked up for the new school year, market analyst Kantar has reported.
Sales of fromage frais, cereal and fruit bars, and chocolate biscuits rose between 12% and 14% across supermarkets in the four weeks to 1 September. Meanwhile, Kantar added shoppers remain concerned about rising grocery prices despite in�lation dropping to 1.7%. Features writer Jasper Hart @JasperAHHart 020 7689 3384
41,116
For the full story, go to betterretailing.com and search ‘wages’
A PRO-VAPING campaign has called on the government to introduce a licensing system and better compliance checks after it found illegal vapes rife in key constituencies, including the prime minister’s. Five illegal vapes were bought in less than �ive minutes in David Lammy’s Tottenham constituency, while Keir Starmer’s Holborn constituency was found to be a hotbed. Campaigner We Vape had criticised recent vaping legislation.
Alex Yau, editor
In ltrating the UK’s illicit vape and tobacco capital
THE latest tactics of illicit tobacco and vape selling stores were exposed last week as JTI and Retail Express went undercover to catch dodgy shops in the act.
The day started with a secretive meeting. At 10am, Retail Express met in a hotel room with two undercover investigators, ‘Peter’ and ‘Anna’ – whose names have been changed to protect their identities.
Peter explained we would be visiting convenience stores in four areas: Armley, Harehills, Cross Gates and Beeston. These locations were described as the roughest in Leeds. “Our investigators do test purchases across the UK each week,” he told Retail Express. “Leeds is within the top areas we visit for counterfeit goods and products imported illegally.”
The businesses chosen were based on intelligence and previous test purchasing to build trust with the sellers. We drove to the �irst location where Anna went into a store suspected of selling dodgy goods. .
Anna returned with a plastic bag containing vapes with a 10,000-or-more puff count.
Other products suspected of being illicit included £5 Amber Leaf, Marlboro, Richmond and SG cigarettes.
will ask for ‘yellow’, ‘green,’ ‘cheap’ or ‘European tobacco’. Some Polish shops will only serve customers who speak Polish.”
Peter added: “Illicit sales used to predominantly happen in pubs or council estates, and very rarely shops. However, shops are a big marketplace now.
“The cost-of-living crisis has partly driven this, and it’s also easy to hide illicit stock with bread and milk.”
It was a similar result in the other areas we visited, with the hauls containing very cheap or branded cigarettes and tobacco, alongside vapes either with a suspiciously high puff count or branded like a popular kids’ confectionery product.
Peter said he had seen a noticeable increase in illicit vapes being sold in the past year.
He told Retail Express: “We’re �inding a lot of plainpack vapes which don’t have the puff count on them.
“Law enforcement struggles to seize them because plain packs make it harder to prove they’re illegal.
“A lot of sellers are preempting next year’s disposable vapes ban and a lot of illicit stock is going underground, instead of being hidden in shelves.”
can be folded �lat, turning these cars into vans to hold lots of stock.
“The traders will spread stockholding between the business premises and these cars, which can easily be driven away quickly if they suspect a potential seizure.
licit stock, Peter said: “One shop used to make £3,000 to £4,000 on a good day at about 50%-60% margin.
“Another legitimate store was forced into the illicit trade because everyone else was doing it.
“They stressed they needed to compete to stay in business.”
We visited more than 10 stores, but Peter stressed the day was only a glimpse of a wider issue.
Explaining the process, Anna said: “There are codewords. Some customers
One area we visited had a car park and alleyways with larger Volkswagen Tourans parked in them, now the preferred vehicle for dodgy sellers.
“Some traders will use lookouts on the street and they’ll also communicate through Telegram – an instant messaging service which is harder to trace.
“Children have also been involved. In one previous instance, our operative was handed tobacco and vapes by a very young child.”
He said: “We previously did 68 stores throughout Leeds in a day and a whole operation in Leeds would normally take three days.”
Peter said: “The back seat
Explaining the value of il-
Following the operation, the suspected stock was
are fewer people in the store. That has a knock-on e ect when it comes to retail crime, which has risen during the cost-of-living crisis.”
Suresh Patel, Premier Upholland, Skelmersdale, Lancashire
“RETAILERS recognise
combatting. This rise will be hard to manage for many retailers.”
Mo Razzaq, Mo’s Premier, Blantyre, South Lanarkshire
bagged up and sent to a lab to test if they were truly illicit products.
Advising on what retailers can do to help tackle any illicit stores trading nearby, JTI public affairs manager Ian Howell told Retail Express: “The more businesses keep reporting issues, the higher the likelihood authorities will conduct an investigation.
“Keep lodging reports to Citizens Advice, legitimate tobacco suppliers, Crimestoppers or HMRC.
“We also advise writing to your local council. Councillors should be concerned about criminality happening in their area.”
SUGRO: The wholesaler has announced the expansion of digital signage across its members’ retail stores. Working with Add Vision, the screens are being rolled out at O’Reilly’s Wholesale. They display the latest promotions, special o ers, new products and product information. Yulia Petitt, Sugro’s head of commercial and marketing, said: “I have no doubt this will lead to increased sales.”
LOYALTY SCHEME: Retailers will now be able to independently adopt a loyalty scheme even if they don’t have the resources or expertise to develop one. Jisp said it had developed the platform due to the lack of schemes available outside of supermarket chains.
For the full story, go to betterretailing.com and search ‘Jisp’
“I’M between a rock and a hard place. All employers want to pay sta a decent wage and I agree with the logic. I also agreed with this year’s rise, but the proposal for next year will be a challenge. For more than £12 per hour, you then start to look at performance and hours and the practicalities of how that is going to work. Already I’ve not re-recruited, and taken on more hours myself.”
Christine Hope, Hopes of Longtown, Herefordshire
DEADLY VODKA: Retailers are being warned to buy from reputable suppliers after two convenience stores in Glasgow were found selling fake 35cl bottles of Glen’s Vodka containing isopropanol, a potentially deadly toxic alcohol. Gordon Mitchell, head of crime operations at Food Standards Scotland, said: “We would like to remind retailers that they should only be purchasing products from reputable suppliers.”
For the full story, go to betterretailing.com and search ‘Glen’s’
ENERGY SCAM: A new PayPoint scam involving fraudulent energy vouchers with a Paysafe barcode has resulted in retailers losing hundreds of pounds. PayPoint has said it is providing “the greatest level of protection” it can.
For the full story, go to betterretailing.com and search ‘PayPoint’
ALEX YAU
Christine Hope
Gov’t pledges crime clampdown
HELENA DRAKAKIS
RETAILERS have welcomed a pledge from prime minister Keir Starmer to “go further” in tackling rising retail crime, but warned there is a “long way to go”.
The comment comes as Starmer reaffirmed his commitment to the introduction of a standalone offence for attacking a shop worker in England.
It followed a question from Usdaw president Jane Jones about Labour’s plans protect shop workers at this year’s Trades Union Congress conference. Starmer said: “It is not acceptable. It is demoralising for the workforce and that’s why I’m pleased we can introduce an offence to deal with it.”
Starmer added that the new Labour administration would “go further” in tackling in
creased levels of shoplifting.
He said: “We can’t have a situation where shoplifters can walk in, shoplift, walk back out again and nobody can do anything about it. We’re going to change that and work with you. We have to take it seriously.”
Mo Razzaq, Fed national president, welcomed the comments. He said: “It’s great that this is being taken seriously, but the government do need
to tackle cuts in policing resources and get a handle on the prison crisis.”
England will follow Scotland, which became the first country to create a statutory offence of assaulting, threatening or abusing a retail worker.
Since the law was introduced in 2021, reported assaults on shop staff in Scotland have increased 50% year on year, according to Police Scotland.
Loyalty success
RETAILERS have hailed the trial of a Booker loyalty card scheme as a success after hundreds of customers signed up.
The scheme, which began a 12-week trial in May, offers discounts on 40-50 products as well as cash rewards. Re-
tailers in two of its 20 participating stores reported up to 250 sign-ups, with demand continuing to grow.
Retail Express understands Booker is looking to introduce a smartphone version of the scheme alongside the existing physical card.
Lifestyle refresh
A REVAMPED Lifestyle Express will be unveiled in the Midlands this year as Lioncroft Wholesale put the finishing touches to a refresh.
The wholesaler, which took over the development and expansion of the Lifestyle Express fascia in Eng-
land from Unitas Wholesale, promised at the time that its refresh would look at more modern convenience services such as food to go and home delivery. It
IN THE OCTOBER ISSUE:
• TRENDS • ADVICE
• Countdown to the disposables ban: with six months to go, find out how to sell through your stock and future-proof your range
What to Stock: the must-read guide to knowing the key bestsellers in the next-gen nicotine category
PLUS
Product spotlight: long-fill e-liquids
Quick guide: CBD e-liquids
Regional trends: pre-filled pods
Atul Sodha, Londis Harefield
Vape & Next-Gen Retailer cuts through the noise, giving us verified insight into what’s happening in the market
Order your copy from your magazine wholesaler today or contact Kate Daw on 07886 784465
PRODUCTS
Deck the halls with McVitie’s
PRIYA KHAIRA
RETAILERS can cash in on biscuit sales this Christmas with Pladis’ launch of its festive line-up for 2024.
Leading the festive collection is the return of McVitie’s Gingerbread Flavour Milk Chocolate Digestives. The biscuits will be available for the �irst time since it �irst appeared in 2020, when
it ranked in the top �ive seasonal new products and contributed £1.2m in sales.
The line will roll out across convenience from the end of this month after an initial launch in Sainsbury’s.
Alongside this, McVitie’s Milk Chocolate Hobnobs and White Chocolate Digestives have been given festive packaging designs. Both have a RRP of £1.89.
Returning Christmas favourites include Victoria, available in 275g and 550g packs with RRPs of £4 and £5, respectively, and Family Circle, which is now available in a fully recyclable 400g carton (RRP £2.50).
The Jaffa Tree (RRP £3) is also returning , as well as the Jaffa Pole (RRP £3.75) and Santa Snacks Chocolate Cake Bars (RRP £1.80).
LAUNCH
Freakshake it up with Sweet Vibes
WORLD of Sweets has launched a confectionery brand called Sweet Vibes, which is aimed at a teenage audience.
The �irst product from the brand is a Freakshake range, available in both cups and bags.
Both formats come in Banana, Strawberry and Choc-a-Lot varieties, which comprise �lavour mashups.
WKD lowers price
WKD has reduced the RRP of its 700ml price-marked packs (PMPs) by more than 13%, taking them from £3.79 to £3.29.
This price change applies to all �lavours in the WKD 700ml range. Despite the reduction, there will be no alterations made to trade case sizes.
The move comes during a busy sales period for WKD, as young adults head to university.
SHS Drinks hopes the price drop will drive increased sales for independent retailers, who have exclusive access to the 700ml bottles via wholesale. According to Nielsen data, WKD remains the number one ready-to-drink brand by volume in the impulse sector.
SHS Drinks is rolling out printed shrink-wrap on 700ml PMP cases to prominently display the new price.
F’REAL has added a limitededition Chocolate Orange variety to its range to drive autumn sales.
The supplier says the new �lavour follows growth of Belgian chocolate and orange �lavours within sweet bakery.
According to Kantar data, chocolate orange is growing by 29.7% year on year, which prompted the supplier to make it its latest milkshake �lavour.
It is also designed to bridge the gap between summer and autumn, and cater to Gen Z shoppers, who display a preference for iced beverages.
F’real is supporting the launch with digital activity and social-media collaborations with retailers, as well as PoS.
Franklin & Sons’ new three-strong range A Squashies Squelebr-ation
FRANKLIN & Sons has expanded its soft drink and mixer range with the introduction of a 250ml can format, available in three of its top-selling �lavours: Dandelion & Burdock, Elder�lower Lemonade and Raspberry Lemonade.
The new cans are expected to cater to growing demand for portable, on-the-go beverages.
With aluminium cans being recyclable, the aim from Franklin & Sons is to reduce disposal costs and appeal to eco-conscious consumers.
Lauren Edwards, brand manager at Franklin & Sons, said: “We’re committed to
offering premium, stylish and practical beverages, while also providing a more sustainable and accessible solution to a wide range of on- and off-trade stockists.”
Digging for gold with Mayfair’s RYO
JTI has expanded its Mayfair Gold range with the launch of a 30g roll-your-own (RYO) tobacco format.
Available now across England, Scotland and Wales, the product aims to build on the success of Mayfair Gold cigarettes, which have reached £46.7m in retail sales since launching in September 2023.
Mark McGuiness, marketing director at JTI UK, said: “The ultra-value price remains a key focus for us.”
To support the launch, JTI is offering retailers a chance to win prizes through its JTI 360 platform, including a gold-wrapped Mini, gift cards and iPads.
Retailers can enter by
scanning barcodes of Mayfair Gold RYO or cigarette products.
SWIZZELS has introduced Squashies Squeletons, a pack of skeleton-shaped gummy sweets in sour apple, strawberry and orange �lavours, just in time for Halloween.
Available now with an RRP of £1.15, the new product aims to help retailers boost sales leading up to the spooky season.
Squashies Squeletons form part of Swizzels’ broader Halloween range, which includes popular returning lines Monster Treats, Mummy Mix and Trick or Treat Lolly Mix.
Last year, Swizzels’ Halloween products grew by 26%, outperforming the total sugar confectionery category, which
grew by 18.4%.
Swizzels is backing the launch with a marketing campaign featuring cinema ads, VoD, outdoor advertising, and in-store promotions to help drive awareness and sales.
Müller pumps up the dairy aisle
MÜLLER Yogurt & Desserts has teamed up with Myprotein to launch a range of high-protein yoghurts and desserts.
reputation for �lavour.
The launch is being supported by a digital campaign. RRP: £5 (high-protein yoghurts), £1.95 (low-fat puddings), £2.50 (low-fat mousse)
Available now, the range includes high-protein yoghurts, low-fat puddings and a low-fat mousse.
Swan lters out plastic with new line
REPUBLIC Technologies
UK has launched Swan Just Paper, a 100% plastic-free range of extra slim �ilters.
Available now, the product features a ‘�lip-a-tip’ design that dispenses �ilters without plastic rods, offering a more eco-friendly alternative to traditional cellulose acetate �ilters. Each box contains 120 �ilters, with 10 boxes per outer.
Gavin Anderson, sales & marketing director at Republic Technologies UK, described the launch as a “breakthrough”.
He added: “This innovation is a signi�icant step forward for the brand and the category. The Just Paper range represents a breakthrough in
the development of �ilter tips with a signi�icantly reduced impact on the environment.”
RRP: £1.45
Richard Williams, chief executive at Müller Yogurt & Desserts, said: “The question we’ve been asking ourselves is how do we continue to optimise our health and nutrition range, while bringing something to the dairy aisle that is unique?”
The range aims to appeal to both new and existing protein yoghurt consumers, leveraging Myprotein’s sports expertise and Müller’s
Stockley’s gets into the festive spirit
INDEPENDENT confectionery supplier Stockley’s has introduced two new products to the Christmas market, both branded under its own name.
The products include Salted Caramel Malt Balls, presented in a festive bottle, and a Sweet Shop Collection featuring eight classic sweets, including Mint Humbugs, Pear Drops, Lemon Sherbets, Chocolate Limes, Mint Humbugs, Chocolate Butter Fudge, Caramel Fudge and Berries & Cream. Both products are priced at £20.
Andy Valentine, Stockley’s head of marketing, said: “We felt it was time that the public put a name to the face, which is why this autumn will see the arrival of some gift offers.”
PRODUCTS
Red Bull reveals frosty flavour
PRIYA KHAIRA
RED Bull has introduced its second Winter Edition �lavour, Iced Vanilla Berry.
The new variety features a blend of blueberry, vanilla, candy �loss and notes of eucalyptus.
The supplier notes that the launch meets consumer demands for seasonal �lavour innovations.
Iced Vanilla Berry is already available in wholesale depots and will be fully available across all channels from 1 October.
The range includes 250ml plain and price-marked cans, a Sugarfree 355ml can and a Sugarfree 4x250ml multipack.
Consumer testing revealed strong interest in the new �lavour, with 72% of respondents expressing a likelihood to try Iced Vanilla Berry and 49% �inding the �lavour intriguing.
Additionally, 82% of Red Bull Edition shoppers are keen to explore new energy drink �lavours.
Red Bull’s �irst Winter Edition, Spiced Pear, drove 35% of Red Bull Editions’ growth within its �irst 12 weeks of sale.
According to IRI data, �lavoured energy drinks now represent half of all soft drink volumes, with 48% yearon-year growth, outpacing original varieties.
RRP: £1.60 (250ml), £1.55
Free Lucozade can-cans to retailers
SUNTORY Beverage & Food GB&I is celebrating the launch of Lucozade Alert’s new 250ml can format with a giveaway.
The �irst 50 independent retailers to email their store name and address to lucozadealert@hanovercomms. com with the subject line “I want to join the Big Can-Can” will receive a free case of Lucozade Alert Ultimate Energy and Zero Sugar Mango Peachade cans.
In return, winning retailers are invited to share a video of themselves, their team, or their customers doing the Can-Can dance in store.
This promotion follows Lucozade’s August launch of the new 250ml format,
Nomadic’s
NOMADIC has expanded its Yogurt & Oat Clusters range with a new limited-edition Choc Orange �lavour.
This addition, available for the next 12 months, complements the existing varieties, including Strawberry, Blackcurrant, Blueberry, Double Choc and Chocolate & Honeycomb.
Priced at £1.55 for a 169g pack, the Choc Orange �lavour will be available at Boots and Spar stores.
This launch marks Nomadic’s third introduction in 2024, following the Good to Go snacks and Fuel Up meal drinks launched earlier this year.
UTTERLY Butterly has introduced a new on-pack promotion that ties into its historical sponsorship of AeroSuperBatics, the world’s only aerobatic formation wingwalking team.
The promotion, running now to mid-December, offers 25 winners a chance to experience wingwalking with the team.
The promotional packs will be available to convenience stores across the UK.
This initiative is a nod to Utterly Butterly’s past involvement with the AeroSuperBatics team, which was sponsored by the brand from 1999 to 2006.
Claudia Stratford, brand manager for Utterly Butterly,
said the promotion seeks to rekindle interest in the brand’s historical link to wingwalking, while providing a unique consumer experience.
FUNKIN Cocktails is celebrating its 25th anniversary by refreshing its Double Shot range with new packaging.
The updated design features a vibrant colour scheme and enhanced details to boost shelf visibility and highlight the 14% ABV labelling.
The redesigned cans make it easier for consumers to identify product names, alcohol content and �lavours at a glance.
Ben Anderson, marketing director at Funkin Cocktails, said: “We’ve created a sophisticated, gender-neutral look to appeal to those seeking bar-quality experiences
at home. The improved visibility of key details ensures shoppers know they’re getting an elevated cocktail experience.”
Surf detergents to bring joy to washing
SURF has revamped its liquid and capsule detergents with new “joy-infused” fragrances designed to uplift mood.
The new range features essential oils, which the supplier claims deliver a scent from the moment the bottle is opened, through washing, drying and for up to 12 hours of wear.
The relaunch taps into consumer demand for products that enhance their emotional well-being beyond traditional bene�its.
Surf’s updated range aims to cater to this demand by offering a fragrance that extends throughout the day.
The capsules come in recyclable cardboard packaging, in an effort to reduce
plastic waste. A £7m media campaign will support the relaunch with a social-�irst approach to engage consumers.
Hell reveals new Pink Latte
Ice Co ee
Michelle Bloom, marketing manager at Nomadic, said the launch aims to tap into on-the-go snack occasions while embracing the seasonal appeal of autumnal �lavours.
KP SNACKS has announced a three-year partnership with the NFL, naming McCoy’s as the of�icial Savoury Snacks Partner for the UK and Ireland.
The deal, running until March 2027, includes McCoy’s sponsorship of the 2024 NFL London Games at Tottenham Hotspur Stadium and Wembley Stadium.
As part of the partnership, McCoy’s will also sponsor the 6pm NFL game on Sky Sports Sunday, with new TV adverts and broadcast idents throughout the season.
The collaboration will feature a range of digital and social media competitions and retail activations to enhance fan engagement.
HELL Beverages is expanding its ready-to-drink Ice Coffee range with the launch of a new Pink Latte variety.
The drink, which includes strawberry and white chocolate, is available only through Hell’s �ield sales team.
The addition of Pink Latte continues Hell’s expansion into the convenience sector, following the April launch of Mocha Ice Coffee.
The brand is also revamping its 500ml Energy range, which includes Classic, Black Cherry, Green Apple and Strawberry & Banana �lavours.
The revamp features a new design as well as a reduced price-mark of £1.09.
RRP: £1.25 (plain and PMP)
The NFL London Games will occur on 6, 13 and 20 October.
Mix it up and level up with 7up in new global campaign
7UP has launched its new global campaign, ‘Level Up With 7up’, aiming to enhance social gatherings through creative mixology.
The campaign taps into current trends, appealing to Gen Z and Millennials who are keen to experiment with food and drink, according to Kantar data.
It forms part of the broader ‘#levelupwith7up’ initiative, which promotes 7up as a versatile addition to social events. It includes a short �ilm
featuring friends mixing the soft drink up in imaginative ways and an in�luencer content series offering easy-tofollow drink recipes.
Eric Melic, vice-president of global brand marketing for 7up, said: “With countless ways to enjoy 7up, this campaign highlights all the different mixes consumers can create.”
A spoonful of fun from Petits Filous with competition launch
YOPLAIT has released limited-edition packaging across its Petits Filous range along with an instant-win competition, worth £100,000.
The new packs, which are available in October, will feature colourful designs and hidden characters under each lid.
Dornan joins Diet Coke and heads up TV ad as latest ambassador
COCA-COLA Europaci�ic Partners has announced that actor Jamie Dornan will be Diet Coke’s latest ambassador.
In celebration of the announcement, Dornan will star in a new TV advert launching in October, which emphasises the importance of self-expression.
The advert features festivalgoers, fancy-dress enthusiasts and experimen-
tal chefs, all united by their sense of self-expression.
Jamie Dornan said: “I’m really pleased to join the Diet Coke family.
“The ‘This Is My Taste’ campaign resonated with me instantly as it reminds us all to take moments for ourselves to do whatever makes us happy, especially if that includes taking a break in your day to drink a Diet Coke.”
The on-pack competition offers a variety of familyfriendly prizes, including a grand prize of a family trip to Disneyland Paris.
The campaign, ‘Try Your Luck With a Lick’, will be
supported by out-of-home ads, social media, and instore promotions.
Ewa Moxham, head of marketing at Yoplait, said: “Our mission is to get kids eating
yoghurt for the nutritional bene�its it brings.
“Adding an injection of fun into our packs will ensure Petits Filous is a top choice for kids.”
Sandford reveals its rst lowalcohol cider with 0.5% Red Zero
SANDFORD Orchards has introduced Red Zero, a lowalcohol version of its Devon Red cider, containing just 0.5% alcohol.
The cider is made by removing alcohol from cider, maintaining its original taste. It is available online via the Sandford Orchards website.
The independent, familyowned brand is based in
Why PayPoint Mini?
Crediton in Devon, in the oldest working cider mill in the UK.
Barny Butter�ield, chief cider maker at Sandford Orchards, said: “We have wanted to create an alcoholfree cider for some time. As with Guinness 0.0, you’re drinking the real fermented drink with the alcohol �ilter extracted at 2°C.”
RRP: £27 (12 x 500ml)
The PayPoint Mini is an all-in-one, handheld solution that offers seamless PayPoint transactions, card payments, and parcel services. It’s effortless to use, takes up minimal counter space and brings the most up-to-date technology to your store - how does that sound!
OPINION
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
HALLOWEEN: How are you preparing for the seasonal opportunity?
“WE decorate the inside of the store with cobwebs, and we have the staff dress up. We run promotions on chocolate, sweets, drinks, masks and outfits. There’s such a buzz in the community, especially as we have a trick-ortreat box. Halloween is great theatre for social media.”
Bobby Singh, BB Nevison Superstore, Pontefract, Wakefield
“IN a small shop like mine, we take the action outside. This year, we’ll set up a table themed around Beetlejuice’s graveyard. The whole street puts on a ghost walk, where kids go from shop to shop and collect ghosts displayed in each window. It brings the
We’ll set up a table themed around Beetlejuice
SHOPLIFTING: What investments have helped you tackle the issue?
ONLINE: Why is it important to keep your online presence updated?
“IT’s hard to measure impact, but engagement rates give you a good indication of what’s reaching people. Three posts a day is probably overkill, but a well-targeted, on-trend message or video can really make a difference to footfall and sales.”
Ferhan Ashiq, Levenhall Village Store, Musselburgh
We started using tags called Chirp-protect Very targeted questions narrows the pool
“A FEW years ago, I installed AI technology that recognises movements of shoplifters. It goes a long way in relieving the heavy lifting, but it is not 100% foolproof. I’m also looking at an app called Aura that sends a call-on-demand security guard, like calling an Uber.”
Rav Garcha, Nisa Hockley, Birmingham
“WE had a problem with shoplifters stealing meat and cheese, so we started using tags called Chirp-protect. It means when shoplifters reach the shop exit, the product tag sets an alarm off. If they try to remove the tag it also sets the alarm off. It’s reduced the problem massively.”
Sue Nithyanandan, Costcutter Epsom, Surrey
Engagement rates give you a good indication
RECRUITMENT: What new tools are you using to find staff?
“WE do a call out on social media, but I find staff by talking to customers. Sometimes they want a change of job or there will be a family member who needs work. That way, I know the person better. When I use Job Centre, I get 10 applications, but no one turns up.”
Dennis Williams, Broadway Premier, Edinburgh
“WE need to focus on bettertargeted recruitment. We’ve used social media and recruitment site Indeed. We get lots of applications, but not always the best-quality applicants. If I ask very targeted questions on the application form, it narrows the pool to more suitable candidates.”
Dave Hiscutt, Londis Westham Road, Dorset
whole community together.”
Natalie Lightfoot, Londis Solo Convenience,
‘Parking charges are costing me £400 a week’
I RUN a newsagents in Tilehurst near Reading. At the beginning of this year, Reading Borough Council changed the parking arrangements and scrapped 30 minutes of free parking in two car parks.
This has led to weekly takings being down by £400. The loss of free parking comes on top of �ive banks shutting in the village.
This reduction in footfall, plus rises in council tax, rent and energy costs, has seen some shops shut already.
Tilehurst was once a thriv-
ing village, but we are now existing in a ghost town.
People are shopping elsewhere, and the council isn’t making any money from parking because no one is coming.
Earlier in the year, more than 300 signed a petition to protest against the changes.
I have raised the issue with the council on several occasions, but no solution has been found.
In July, we also got a new MP for Reading West and Mid Berkshire, Olivia Bailey. I have written to her with
the problem, and I am still waiting on a reply.
Munir Butt, Butt’s Super News, Tilehurst, Berkshire
A spokesperson for Reading Borough Council responded: The �irst 30-minutes-free rate in car parks in Tilehurst was removed in January 2024 following a freeze in parking charges since the pandemic.
“Meanwhile, the cost of providing car park facilities and maintenance of those car parks had increased sig-
ni�icantly. In some instances, income from council car parks failed to cover the rising costs of running them, such as lighting, pay-and-display machines, maintaining surfaces, relining, etc.
“Set against the backdrop of every council experiencing budget pressures, we could not maintain and improve car park facilities without further investment. We fully recognise the importance of local shops and have tried to keep parking fees as low as possible, as well as seeking to improve walking and cycling facilities.”
We’ve got so much planned for Halloween
THE next big thing for us this year is Halloween, which is crazy. It feels like yesterday it was spring.
We decorate the shop every year, but last year we made a Halloween memory wall. It included photos of past events and sta dressed up over the years. It went down really well, and people brought in photos to contribute.
This leading retailer shares her thoughts on the challenges in the sector
It’s so nice to get the community involved with a display board that evokes memories and sees people recognise each other and get to know one another better. We’ll do something similar like that again.
We’re also doing Halloween mixture tubs and selling them for £5 each. They include a bunch of di erent Halloween sweets, which always go down well with kids. They’re great for trick-or-treaters, or if you just want to give your kids 100 cavities in one go.
We did hampers for Christmas last year, and we’re thinking of doing that for Halloween this year, too. It seems to be a bigger holiday now. You can buy Halloween merchandise from big supermarkets, like mugs and T-shirts, so we can create a really great hamper from that. You can push a lot of category sales through that, too. My mum makes bespoke hampers for people to order and collect that have a bit more of a personal touch. In the past, we’ve also done a Halloween bake sale. Some of the stu that gets made is so fun and creative, and we have great relationships with local bakers. So, we can do Halloween cake boxes, mummy- and pumpkinthemed biscuits, and zombie-style cupcakes.
TO CELEBRATE the launch of the Danone-the-go website (danone.co.uk/danone-the-go), Danone has partnered with Retail Express to o er ve retailers the chance to win £50-worth of Volvic Touch of Fruit Sparkling, Volvic water and Alpro Barista Drink. Alongside the stock, Danone will also be giving the winners eye-catching PoS to elevate displays and drive sales. This isn’t one to be missed.
TO ENTER
We’re also excited to see CCEP bring in a new limitededition flavour of Fanta – the Zero A erlife iteration – to celebrate the release of the new Beetlejuice movie. This, alongside regular cans, has di erent Beetlejuice characters on, so that’ll be really e ective for us.
It will be cool to do a Halloween activation in store – a great product to focus on and get our customers excited about. I’m really looking forward to it all.
“WE launched Project Phoenix to reduce antisocial behaviour. It’s a commitment to our local community to work together to tackle the problem. It’s funded by Walsall Council, and we’ve also partnered with RG8 Security and a number of local organisations.
“Through the project, we want to engage young people in the community to discuss the challenges they face, as well as supporting them through extracurricular clubs and training organisations.
“We’re con dent the project will have a positive impact on the community, and hope it will have an e ect on crime and antisocial behaviour in the area.”
Harjit Singh, H & Jodie’s Nisa Local, Walsall
GETTING IN THE FESTIVE SPIRIT
CHARLES WHITTING nds out what retailers can do to boost alcohol sales this December
GET STARTED
NOW
CHRISTMAS might seem far o , with autumn just upon us and Halloween not yet here, but it’s time for retailers to start stocking up and preparing for the festive season.
This might include stocking up on multipacks for family gatherings, introducing more premium options for the special occasion or looking to get hold of gift options.
“My rst Christmas delivery came at the end of August,” says Dave Peacock, from Mercer Way Stores in Romsey, Hampshire.
“I’ve managed to get my hands on the Londis pre-sell of miniature multipacks. Beyond
that, I try not to think too far ahead.
“There’s so much out there now, you have to cherry-pick, and work out the popular crazes that there will be this year compared with last year.”
Alcohol is a category with fast-moving trends and a wide array of categories, suppliers and producers. Gin was the spirit of the past decade, but retailers think rum is about take its place in the spotlight.
It’s worth talking to your customers and other retailers to see what lines you can start introducing to give yourself a point of di erence.
Alexander Wilson, category and commercial strategy director at Heineken, says: “Premium slightly over-indexes, as people look for reasons to indulge in something special. That’s where brands like Old Mout and Birra Moretti will shine. However, it’s important not to forget that mainstream brands, such as Foster’s and Strongbow, are still incredibly important in impulse during this period.
“While some people may be willing to trade up, a lot of customers, especially during times of economic hardship, may well be looking to budget accordingly.”
Caitlin Brown, o -trade category development executive, BrewDog
“ALONG with summer, Christmas is a key selling period for beer, with 22% of total beer sales taking place during the 12-week Christmas period. Christmas 2023 saw beer sales grow 11.3% in value and 0.6% in volume compared with the previous year.
“Looking speci cally at cra beer, Christmas 2023 saw the category continue to grow its share of total beer sales at 1.2%, outperforming total beer in value (12.4%) and volume growth (1.5%). With many shoppers looking for premium options to celebrate the special occasion, cra beer o ers retailers a great opportunity to drive sales into a more pro table category.
“Stout’s resurgence continues, and over the 12 weeks to Christmas 2023, it saw a 26.8% upli in value and 10.3% upli in volume.”
SPARKLING WINE IS OUTPERFORMING BWS IN IMPULSE IN THE LATEST MAT
FRENCH LUXURY
CHRISTMAS ALCOHOL
THE IMPORTANCE OF GIFTS
IMPULSIVE last-minute gift opportunities within Christmas alcohol can be a lucrative opportunity.
With plenty of Christmas parties happening in the lead up to and throughout December, stores should be wellstocked for people wishing to
make a good impression upon arrival with a premium bottle of wine or spirits.
“Gift packs are good for Christmas,” says Peacock. “I usually try to nd speciality spirits, and ones that come in boxes and with special glasses to o er something more ex-
pensive-looking. I don’t get too much stock covered in Christmas branding because I can’t really sell that after the festive season.”
Gift options can range from high-end bottles of spirits and wine to diverse multipacks of craft beer and cocktail sets.
Finding a good range of options and displaying them prominently and early will keep them in people’s minds.
They might not buy it the rst time they see it, but they’ll remember it when they come to do their Christmas shopping closer to the big day.
Dark spirits
“We see a spike in sales for dark spirits like spiced rums, single malts and blended scotch,” says David Mills, commercial sales manager at Diageo. “When the nights are colder, people are looking for things to warm them up.”
Gift packs
“Some scotches and premium tequilas have nice display cases and make nice gifts, even if you’re just going to a Christmas party and want to turn up with a bottle,” says Mills.
Liqueurs
“There’s a big spike in sales of Baileys in December,” says Mills. “It performs well throughout the rest of the year, but it’s a quintessential Christmas drink.”
Multipacks
With parties and gatherings happening throughout the Christmas season, having a good range of multipacks – up to and including 18-packs – will go a long way to helping customers get what they need.
Sparkling wines
Whether it’s cava, prosecco or champagne, sparklingwine sales increase considerably in December as part of the festive celebrations. Have a strong range of di erent prices to cater to all customers.
Rum
“Rum remains a popular choice with customers and has maintained steady growth, increasing in value by 0.8% in the past year across the impulse channel,” says Lauren Priestley, head of category development for o -trade at Diageo. “Rum-based spirit drinks have been central to this growth and account for £56.7m, or 60% of all rum sold in the British impulse sector.”
New PRODUCTS
BrewDog Cold Beer
BrewDog Cold Beer is available nationwide, following an initial launch with Tesco. The lager has a 3.4% ABV and uses historic brewing techniques from the Kolsch style.
WKD
WKD is reducing the RRP of its 700ml price-marked packs (PMPs) from £3.79 to £3.29, a decrease of more than 13%. Supplier SHS Drinks hopes the change will drive sales for independent retailers, for which the 700ml bottles are exclusively available. It is supporting the reduction with printed shrink-wrap on trade cases in wholesalers.
Cîroc Diageo has expanded its ready-to-drink (RTD) can range with the launch of a Cîroc Red Berry variety. The flavour puts the premium brand’s 70cl flavoured vodka bottle in a 250ml RTD can.
SUPPLIER VIEW
Lauren Priestley, head of category development for o -trade, Diageo
“ENSURING visibility is essential when it comes to helping customers navigate a drinks range.
“Providing customers with a seamless shopping experience can be achieved by implementing clear signage, organising products by category and utilising point-of-sale material so people can e ortlessly nd what they’re looking for.
“Even showcasing recipe cards or cross merchandising spirits with cocktail ingredients and garnishes to bring serves to life can help to spark inspiration among customers to get creative with the drinks they serve at home.
“Providing personalised recommendations by o ering advice and sharing knowledge on leading products to cater to individual taste preferences also goes a long way when it comes to building loyalty with customers. This also helps to foster a sense of ease, encouraging shoppers to explore the categories further.”
FRIDAY CALLED
IQ Data to 13.07.24
ENJOY RESPONSIBLY KAHLUA IS WORTH £10.1m IN THE OFF-TRADE
CATEGORY ADVICE
CHRISTMAS ALCOHOL
MULTIPACKS WILL BE KEY
CHRISTMAS gatherings often include lots of people, so being to able to cater to that is key.
If there’s room in your store, it’s worth using that space to introduce larger pack sizes than normal for the Christmas period.
If you can chill them, this can have a huge impact on driving impulse and planned sales.
“Although eight-plus craftbeer packs are an important
format all year round, we recommend retailers open o - xture spaces to accommodate additional large packs during the weeks leading up to Christmas and New Year’s Eve to ensure stock is available and maximise impulse sales,” says Caitlin Brown, o -trade category development executive at BrewDog.
Nadeem adds: “The 15-20-packs of beer and cider, sell much better in the weeks leading up to Christmas.”
RETAILER VIEW
Daniall Nadeem
Spar Motherwell Road, Belshill, North Lanarkshire
“WE’VE been doing lots of preorders and sales for Christmas already. Our range doesn’t change that much, except with multipacks. There might be some odds bits of stock that come in – we might try mulled wine this year, and might try something if a rep drops it o – but what sells for us at Christmas is essentially what sells all year round.
“It’s the busiest time of year for us, but we also look to give back to customers as well.
“Since we joined Spar, we did the 12 Deals of Christmas. They were deep-cut deals and we had support from Spar on it. They were very successful. Before that, we’d done our own thing, making leaflets with silly prices to give back to customers while still making some money.
“It’s di cult in Scotland on the promotional side of things, but we bene t from our online presence and delivery through Snappy Shopper. It’s not so much of an issue for us and we can push deals on online customers.”
’TIS THE SWEET SEASON
PRIYA KHAIRA nds out everything retailers need to know in the run-up to Christmas to help maximise confectionery sales
Image credit: Getty Images/margouillatphotos
STOCKING UP EARLY
EARLY preparation for the festive season is vital for making the most of this lucrative period.
By October, retailers should be stocking a solid range of festive confectionery to be prepared for pre-Christmas shopping sprees.
Andy Mutton, managing director at Storck UK, says festive confectionery was purchased by 98% of UK households in the run up to Christmas last year.
“Retailers should look to
increase their sharing and selection box range as well as seasonal varieties, as this category performed well in the market last Christmas,” he adds.
As the weather gets colder, confectionery also plays a role in big nights in, with sharing formats, multipacks and boxed chocolates becoming integral during this time.
With Halloween approaching, retailers should allocate space for Christmas-speci c confectionery next to other
seasonal xtures.
Vrajesh Patel, from Londis in Dagenham, east London, preorders his Christmas confectionery range in July, and introduces sharing-tub formats and Christmas impulse items across his store in preparation for the holiday.
He notes that Cadbury Heroes and Roses perform particularly well, o ering a margin of up to 12%, while Christmas-themed confectionery o ers up to a 30% margin throughout the winter.
Fruity
CATEGORY ADVICE
CHRISTMAS CONFECTIONERY
SECURE SWEET SEASONAL SALES
ADVENT calendars have long been a staple of the category, so retailers looking to get fully involved in Christmas should stock advent calendars as soon as they become available from wholesalers – usually around late September or early October.
Displaying them prominently will remind customers to pick one up early.
Smaller stocking llers, such as individual chocolates, novelty items and mini selection boxes, also hold strong appeal, especially for parents
shopping for children. These lower-cost items encourage impulse purchases and addon sales, which are crucial for increasing basket spend in the run-up to Christmas.
December is the critical month for category sales. A full range of products, from stocking llers to premium gift items, should be available this month to cater to all shopper pro les.
Sarj Patel, of Pasture Lane Stores in Sutton Bonington, Leicestershire, notes the importance of this nal push.
He says: “The weeks leading up to Christmas are the most pro table. As a convenience store, customers will see your shop as the place to go for lastminute top-ups or emergency gift purchases.”
A well-thought-out and visually appealing Christmas confectionery display can be a signi cant driver of sales.
Placing seasonal items in high-tra c areas and using bold, festive signage will draw attention and encourage impulse purchases.
Having all festive products,
from advent calendars to boxed chocolates, in a dedicated area makes it easier for customers to nd what they need and increases the chances of crossselling.
Retailers with limited space can still create a compelling Christmas section by being selective with the products they stock.
Patel points out that focusing on a core range of advent calendars, sharing boxes and premium items ensures even smaller stores can o er a comprehensive festive selection.
FESTIVE LAUNCHES
Stockley’s Sweets
Stockley’s Sweets has revealed its premium gift Christmas confectionery range for this year. It includes Salted Caramel Malt Balls (RRP £20) and its Sweet Shop Collection, which comprises Cola Drops, Pear Drops, Lemon Sherbets, Chocolate Limes, Mint Humbugs, Chocolate Butter Fudge and Caramel Fudge (RRP £20).
Terry’s
Terry’s has launched its rst plain chocolate Milk Chocolate Ball (RRP £2) following its Mint Chocolate Ball, which was released for the rst time last year and became the best-performing new Christmas product in the category, according to Nielsen gures.
Lindor
Lindt & Sprüngli has introduced four new flavours to its Lindor range in time for Christmas, including Lindor Dark 70% Mint, Lindor Pistachio, Lindor Tiramisu and a limited-edition Lindor Irish Cream (RRP £6.30).
McVitie’s
Top tips
Andy Mutton, managing director, Storck UK, o ers ve pieces of advice
Early start
Stock up on core products as early as October and be prepared for the nal spree before the big day with top-up products.
Seasonal selection
In addition to your usual confectionery ranges, ensure you have a strong Christmas range, and create an aisle or display in the store where shoppers can nd their favourite confectionery and chocolate boxes for the holiday.
Variety of sizes
Consider stocking a variety of sizes across your range of confectionery and chocolate products to meet the needs of all shoppers.
Themed displays/PoS
Keeping the HFSS regulations in mind, consider using point-of-sale displays and free-standing display units in your store to enhance visibility and drive sales.
Cross-merchandising
Merchandise by occasion, grouping what consumers would want along with their confectionery and chocolate shopping, such as hot cocoa and sharing bags.
Pladis has revealed its McVitie’s 2024 festive biscuit range, including the return of Gingerbread Flavour Milk Chocolate Digestives, available from this month. Other returning favourites include Victoria, Family Circle and the Ja a Tree, all with festive packaging.
Cadbury
Mondelez International is releasing a new bite-sized version of its Cadbury Mini Puds. The Cadbury Puds range will be available in 73g bags from October. It is also launching its Cadbury Dairy Milk Creamy Advent Calendar, Cadbury Medium Selection Box and Buttons Selection Box, alongside a redesigned Roses tin. Cadbury Dairy Milk Coins and Winter Mint Crisp block are also making a return.
Oreo
Oreo Gingerbread biscuit packs will be made available this Christmas as a limited-edition launch.
Cox & Co
Chocolate brand Cox & Co is releasing a range of tree-shaped chocolate bars available in four flavours: Bee Pollen & Honey, Raw Cacao Nibs, Mint Crunch and Miso & Caramel.
Werther’s Original
Storck is again launching its festive gift box this year across its Werther’s Original Golden Mix Christmas range. It will feature an assortment of classic treats, including Butter Candies, To ees, Creamy Filling and Chocolate Fudge.
Hancocks
Hancocks has revealed details of its 2024 festive pick ’n’ mix range, which features Jelly Elves, Fruity Reindeers, Fizzy Christmas Trees, Snowman & Snowflake Mallows and Candy Cane Gummies (RRP £1.49 per 100g).
Candy Realms
Candy Realms is welcoming two new Christmas lollies to its collection this year: Candy Realms Festive Stackers and Festive Mallow Pops. It is also introducing a Festive Friends Dip ’n’ Lick Lollipop (RRP £1).
THE RIGHT SOFT DRINKS FOR THE FESTIVE PERIOD
TAMARA BIRCH explores which so drinks, formats and trends you should focus on in the run up to Christmas
SHOPPER HABITS WITHIN CHRISTMAS SOFT DRINKS
SOFT drinks are an essential category to get right at Christmas and 2023 was no exception, according to a Red Bull spokesperson, with sales in December 17% greater than the average month in 2023.
It’s hard to predict what will be popular this year or how sales will be, but many will be driven by value.
“The cost-of-living crisis is still among some of the top concerns of UK consumers to-
day, with 36% saying increased food and drink prices are their number-one concern,” the Red Bull spokesperson says.
However, while budgeting and the cost of living will play a role, Avtar Sidhu, owner of St John’s Budgens in Kenilworth, Warwickshire, says people will still look to trade up. “People won’t be going out to restaurants this year, so they’ll be trading up with us in store,” he says.
“However, they will be saving money because although they’re trading up in our eyes, they’re almost trading down from going to restaurants,” he adds.
Customers who are teetotal, but want something different to a regular soft drink, will be looking for options that o er a more premium feel, such as Fever-Tree or Cawston Press, which have sparklingjuice ranges.
DRIVING SALES THROUGH INNOVATION.
JACK’S GOT HIS RANGE SORTED. HAVE YOU?
INNOVATION
RETAILER NAME: JACK MATTHEWS
STORE: BRADLEY’S SUPERMARKET
LOCATION: LEICESTERSHIRE
Innovation is key to increasing sales, delivering 46% of category growth. Stocking new launches bring excitement to your fixture. MONSTER ENERGY
Monster delivered 62% of all new product sales over the last year so make sure new launches such as Monster Zero Sugar, Monster Reserve Orange Dreamsicle and Monster Juiced Bad Apple are added to your range.
Woosnam & Davies News, Llanidloes, Powys, and a Women in Convenience ambassador Trudy
Focus on… legal advice
THE concerns we have about legal dealings and the admin of a store feeds into our personal lives as independent retailers. For example, concern about the future of our businesses feeds into worry about inheritance, and so on.
I advise retailers assign a power of attorney. This authorises someone to act on your behalf in private a airs and business. If anything happens to me, I know things will keep going without accounts being frozen and someone else can pay the bills. It really gives you peace of mind.
Another piece of advice I’d give is this: if you really want to see legislation around you change, you need to keep up with what’s happening politically, get involved in your community and join panels for discussion. I recently had a Zoom call with the next rst minister of Wales, Eluned Morgan. You can put forward your case for what needs to change, and understand your community from a legislative point of view.
A panel of people with imaginative ideas discussing how to revamp the high street and how to tackle crime could really change things along the line. If you ght with a group of people, you’re more likely to be heard and see action being made.
I’m a town councillor. It gives me information on what change people want to see on new legislation, and I understand legal proceedings a lot more because of it.
THE RIGHT FORMATS
IT’S no secret that trading up is an important mission at Christmas, but this doesn’t necessarily mean only o ering premium brands. Shoppers will likely trade in their 500ml bottles and upgrade to 2l bottles and multipack formats.
This also plays into the value message as shoppers look to save money where they can.
“As shoppers spend less on non-essential items, such as alcohol and tobacco, soft drinks and energy drinks particularly, continue to play an important role in customers’ repertoire,” says the Red Bull spokesperson.
“Forty per cent of consumers say the best thing brands and retailers can do to mitigate rising prices is to o er larger volume prices per serving, so it’s essential to allow space for multipacks, particularly at Christmas.”
Sudesh
Patel, of Londis
CHRISTMAS SOFT DRINKS
Coulsdon in south London, focuses primarily on 2l soft drinks and has plans this year to delist his 12-packs of cans and exclusively stock 18-packs.
“Last year, we had a 1520% increase in Christmas soft drinks by stocking larger formats, particularly the 12and 18-packs of Coca-Cola,” he says. “But this year, we’ve decided to just include the 18-packs in our range. People will be saving money, so we’re con dent they’ll sell.”
The demand for multipacks is further evidenced by Amy Burgess, senior trade communications manager at Coca-Cola Europaci c Partners (CCEP), who adds: “Retailers should ensure they are wellstocked with a variety of sharing formats from established brands, such as Coca-Cola, which are synonymous with the season thanks to campaigns that consumers look forward to each year.”
New PRODUCTS
Red Bull Winter Edition Iced Vanilla Berry
The latest product in Red Bull’s seasonal range is the Winter Edition Iced Vanilla Berry that contains berry, vanilla, candy floss and eucalyptus flavours. The product is available in 250ml (£1.60), 250ml PMP (£1.55), sugarfree 355ml (£1.95) and four-pack sugar-free 250ml (£5) can formats.
Cawston Press Sparkling cans
Available in 4x330ml multipacks, Cawston Press offers a non-alcoholic alternative for guests as an easy grab-and-go option. The range is up 7.3% in the past 12 weeks.
Franklin & Sons 250ml cans
Soft drink and mixer brand Franklin & Sons has expanded its range with the launch of a 250ml can format, available in three of its top-selling flavours: Dandelion & Burdock, Elderflower Lemonade and Raspberry Lemonade.
Davies
Headline partner Supporting partners
GIVES YOU WIIINGS.
ALSO WITH THE TASTE OF ICED VANILLA BERRY.
ADVICE
CHRISTMAS SOFT DRINKS
CAPITALISING ON THE NONALCOHOLIC SHOPPER TRADE
RETAILERS are focusing on a core range of soft drinks this Christmas, but Sidhu includes a couple of premium brands to help cater for the non-alcoholic customer.
“Coca-Cola is our most-popular drink, but we also include some of the on-trade drinks in our range, too, like adult cordials and presses,” he says. “These end up being strong with customers who don’t consume alcohol, buy them as mixers or are the designated driver.”
Sidhu prices many of his cordials at £3.99 and says sales are around £10,000 for November and December. This then plays into his overall soft drinks sales, which equate to 20% of all store sales in November and closer to 30% in December.
“Shoppers are happy to trade up for a higher-end product, which is important in soft drinks and I believe this Christmas will be bigger than ever. The category has evolved so much since the days of Sh-
loer being a non-drinker’s soft drink of choice,” he adds.
This is also evidenced by Milly Tuck, senior brand manager at Cawston Press, who says: “Consumers are becoming increasingly interested in alcohol-free options when choosing a beverage.
“In fact, a quarter of the UK population are embracing the trend of ‘zebra striping’, which involves the practice of alternating between alcoholic and alcohol-free drinks, making it more important than ever for
retailers to o er an attractive range of non-alcoholic, highquality drinks.”
Patel focuses on a core range, but also brings in J2O multipacks. “We stock di erent flavours of J2O because they’re a Christmas staple, but we limit our stock, so once they’re gone, they’re gone,” he says. “We’ve reduced our J2O order compared to last year to make sure we sell them through. But we do plan to restock lines we have all year round.”
Helen Kerr,
associate director
of portfolio development, Coca-Cola Europaci c Partners GB
“THE Monster brand is worth nearly £656m1 and it’s growing, fast – supercharging its sales value by an extra £109m1 over the past year, and delivering growth for retailers.
“With this in mind, we continue to invest in our Sales Supercharged support initiative, collaborating with leading retailers to help the wider convenience retailing community maximise sales of energy drinks.
“Our Sales Supercharged platform is bursting with the latest tips, advice and insights on energy drinks, not just from us, but from retailers who’ve put it all into action already and seen the results for themselves.
“What are you waiting for? Visit salessupercharged. co.uk now.”
CHRISTMAS SOFT DRINKS
SPORTS AND ENERGY
ENERGY is a key category to help deliver value at Christmas, and accounts for 17% of all soft drinks sales over the festive period, according to Red Bull.
The category at Christmas is largely driven by shoppers buying on impulse alongside their festive shop and treating themselves more.
“Impulse and treat categories are less a ected by the cost of living and Christmas and energy naturally fall into this group,” the Red Bull
spokesperson says. “When looking at energy drinks, and particularly at Christmas, brands are even more essential, accounting for 98% of category value and not showing any signs of movement.”
Flavours in energy now account for 31% of sales and have grown by 28% year on year.
Adrian Hipkiss, commercial director at Boost Drinks, adds that original flavours remain strong in the category with 19% year-on-year growth.
MERCHANDISING AND IN-STORE THEATRE
MERCHANDISING food and drink together can double shopper engagement and boost sales by up to 32%, according to CCEP’s Amy Burgess.
“By stocking sharing packs of soft drinks alongside snack bundles in eye-catching crosscategory displays, retailers can often encourage linked purchases, helping shoppers
easily grab everything they need for hosting a festive gettogether,” she says.
Sidhu has merchandised his store so shoppers are easily able to go from snacks to soft drinks to alcohol, all items typically purchased together at Christmas. But he also creates ‘festive-themed’ displays.
“We make more space for tonics, cordials and presses,
and we bring in bestsellers from previous years, too,” he says. “We also work with suppliers who help with PoS and signage that help disrupt the consumer.
“They won’t necessarily buy anything right now, but it’s about getting into their subconscious so when they’ve got something to plan, you’re ideally placed in their memory.”
RETAILER VIEW
Avtar Sidhu, St John’s Budgens, Kenilworth, Warwickshire
“CHRISTMAS is not just about December, like it once was. In fact, it’s already begun. Convenience stores are ideally placed when shoppers are entertaining at home, which is happening a lot more due to the costof-living crisis.
“This year, Christmas and so drinks sales will be bigger than ever because shoppers won’t be eating out as much. We’ll also run multibuys to drive that volume and value message, which is largely driven by our symbol group, Budgens, but we’ll look to see what we can run ourselves. Already, we have Fever-Tree at two for £3.75 and two for £4 on Schweppes.”
CLASSIFIED Refrigeration
ADVICE
BUILDING AN ONLINE PRESENCE
The RETAIL EXPRESS team talks to retailers to nd out how they use Google and social media to drive footfall and sales
George Phillips, TJ Late Shop, Hemel Hempstead, Hertfordshire
“THE most important thing is wanting to do it. You have to want to show off what you’re about and let people see it. People come into my store when they see the promotions and the content we put out. They understand it, and comment on it, like it and share it. That kind of engagement gets more interest from people who aren’t in the area, and encourages them to come by and have a look. I do my videos in the store. It’s not scripted because I like the naturalness of a video and don’t want to be too �lash. It’s a working shop, it’s not false.
“The different social media channels have different viewers. TikTok is a younger audience, with quick swipers. It’s like a Ford. Instagram is your professional audience, like the Bentley of social media. When people see products on Instagram, it’s really �lashy. Facebook is like BMW – it’s an older audience with more of a personal and local following.”
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Maz Amin, One Stop Canterbury Stores, Kent
Stephen Mitchell, S&S Mitchell Newsagents, Blo eld, Norfolk
“THE trick is �inding the time. We tend to do more in the lead-up to special occasions like bank holidays, Halloween and Christmas. We do a huge amount on Valentine’s Day, especially on Facebook, with posts saying we’ve got �lowers in store and things like that.
“The students come back in September, so we gear up for that. First, we let them know we’re here, and what our opening times are. Then, it’s about alcohol and parcel services. Once freshers’ week is over, we’ll talk about �lu remedies. After that, once they’ve settled, it’s ready meals.
“It’s not something we do daily or even weekly – it’s a few times a month. We mostly use Instagram and Facebook. It can be quite expensive to do things online. Facebook will charge you a fee if you want to reach a certain amount of people. I need to do more with Google to get better recognition for my shop.”
“WE have a business Facebook account, but we don’t use it enough. When we do use it, it attracts attention and we see a big increase in footfall, with people coming in and telling us that they saw us on Facebook.
“Our customers are largely pensioners, or children with their mums. Pensioners are online, but I don’t think we have the same impact on them that we have on younger generations. The last time we looked, 76% of our Facebook followers were women aged between 18 and 35. It’s a stark difference.
“We tend to use social media a lot for our collectables range. When we get new lines of Pokémon cards, for example, we put those online. You’re not necessarily targeting the kids themselves – that seems to get around by word of mouth – but the parents. It’s de�initely worth doing on a small scale as it’s free, of course.”
In the next issue, the Retail Express team nds out what has changed for retailers since the General Election. If you have any problems you’d like us to explore, please email
My next phase is to start on X and Instagram. What are retailers doing to build that online presence? – Kaual Patel, Nisa Torridon Stores, Catford, south London
