Retail Express - 29 June 2021 by BetterRetailing

AVOID THE CHILLER TRAPS • How dodgy suppliers are taking advantage of shortages by hiking prices and leaving retailers out in the cold • Expert tips to help you stay clear of cabinet scams

29 JUNE-12 JULY 2021 STRICTLY FOR TRADE USERS ONLY

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SHOP EVICTIONS BAN

ALCOHOL RESPONSIBILITY

SELLING SELTZERS

Government extends support to stores for a fourth time until March 2022

Charity advises retailers on how to safely refuse sales to customers battling addiction

How this US phenomenon is set to take the UK by storm this summer

P16-18

Nicotine products are for over 18s only Ensure VERIFY is visible in your shop Complete VERIFY online training to learn about your responsibilities

What is VERIFY?

VERIFY provides retailers with display materials, support and training on how to avoid selling tobacco, vapour and oral nicotine products to under 18s and ensure compliance with the law.

www.vapermarket.co.uk/verify

CORE IN YOUR STORE

An in-depth guide to the top-performing lines proven to drive sales and profits P20-28

29 JUNE-12 JULY 2021 STRICTLY FOR TRADE USERS ONLY

AVOID THE CHILLER TRAPS • How dodgy suppliers are taking advantage of shortages by hiking prices and leaving retailers out in the cold • Expert tips to help you stay clear of cabinet scams

P3 SHOP EVICTIONS BAN

ALCOHOL RESPONSIBILITY

SELLING SELTZERS

Government extends support to stores for a fourth time until March 2022

Charity advises retailers on how to safely refuse sales to customers battling addiction

How this US phenomenon is set to take the UK by storm this summer

P16-18

our say

Megan Humphrey, editor

Becoming the hub of your community IT’S been a pleasure watching my local convenience store undergo a huge transformation over the past year. I’ve spoken before about how they took hold of opportunities during the pandemic by increasing their alcohol range, carrying out a rebrand and switching up their store layout. However, the biggest change has to be the creation of a new café located in what used to be the freezer aisles. The doors officially opened last week, alongside a social media campaign. Each day they teased a new element, including samples of their food and drinks menu. They also teamed up with other Instagram accounts who advertise exciting things happening in the area to help give the opening an extra push. This really is an effective way of giving your business a new reach, to an audience who otherwise might not even know about it. As well as an indoor dining area, picnic benches also line the streets outside offering an al fresco experience. An array of cold THIS REALLY IS and hot drinks are for sale, in adAN EFFECTIVE dition to lunch options. Not only has the store now WAY OF GIVING become a destination, it’s also YOUR BUSINESS become a community hub. They are already stealing A NEW REACH competition from other cafés on the high street – especially in my house, with us regularly popping in for a coffee while we work from home. This store is proof that retail is thriving, despite the current climate. They are also proof of how reputation can be reversed.

The five biggest stories this fortnight 01

Indies given fourth eviction lifeline by government

SUHARA JAYASENA RETAILERS have been given nine more months’ protection against eviction from their landlords. Last week, the government announced tenants will now be banned from commercial eviction until March 2022, marking the fourth time the legislation has been updated since the start of the ongoing

coronavirus pandemic. Several retailers who were successful in securing a rent payment deal with their landlord over the past year said they were reassured by the decision. Insolvency practitioner Red Flag Alert’s Richard West advised stores to use the time to invest in their businesses to ensure they remain an “attractive tenant”.

“Retailers should be investing money into their supply chain or business strategy, so they pivot and come out stronger, whether that’s by ramping up marketing on social media, or introducing a new offering,” he said. “We know landlords elsewhere are giving away limited free rent to attract new business, and they will be en-

couraged to see retailers not abusing the system and instead attracting people back to the high street, and their premises.” NFRN national president Stuart Reddish added: “Any retailer struggling to pay their rent must speak to their landlord to agree a mutually bene�icial payment plan that bene�its both parties.”

TO FIND OUT THE TOP-PERFORMING LINES YOU SHOULD BE STOCKING IN YOUR STORE, TURN TO PAGE 20 @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 in chief (maternity cover) Tan Parsons 020 7689 3353

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 Production coordinator Nadeem Masood 020 7689 3368

Director of sales Editorial assistant Suhara Pavithri Jayasena and marketing Matthew Oliver @suharajourno 020 7689 3367 Production editor Senior account Ryan Cooper director 020 7689 3354 Charlotte Jesson 020 7689 3389 Sub editor Jim Findlay Account director 020 7689 3373 Natalie Reeve 020 7689 3372 Head of design Anne-Claire Pickard Account manager 020 7689 3391 Adelice Tatham 020 7689 3366 Designer Jody Cooke 020 7689 3380 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 Digital content editor Jody Porter 020 7689 3378

Morrisons U-turn

MORRISONS has reversed its decision to close independent retailers’ wholesale accounts. The multiple announced last week it would close the accounts of “fewer than 10 ad-hoc” retailers to prioritise and protect the supply of contracted customers, follow-

Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

46,191

Low- and no-sugar

POPULARITY of low- and no-sugar soft drinks slowed across convenience in the year since lockdown began. Analysis on sales �igures from 3,451 stores nationwide between March 2020 and February 2021 showed fullsugar varieties that increased

in rank accounted for 28% of the top-25 products, compared with 24% in the previous year. Whereas healthier varieties that increased in rank only accounted for 16% of the top 25, compared with 20% the previous year.

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

Account manager (new business) Jimli Barua 020 7689 3364 Sales support executive Charlotte Brady 020 7689 3382

ing pressure to meet demand amid the national driver shortage. All orders due to be delivered from 18 June would have been cancelled. A spokesperson con�irmed it worked with DHL to “�ind the extra capacity needed”.

Delivery edge

CONVENIENCE stores are top on price and customer service when it comes to grocery delivery services, following analysis. Despite Turkish company Getir presenting a huge threat to stores, a comparison of 32 top-selling grocery, impulse

and alcohol lines offered by Getir and wholesaler Booker revealed independent stores were more competitive. Smaller stores also have an advantage over companies like Getir due to being “deeprooted in communities”, said retail expert Graham Soult.

PO ‘worker status’

NEGOTIATIONS are set to take place between the Post Of�ice (PO) and the Communication Workers’ Union (CWU) over plans to give subpostmasters ‘worker status’. An employment tribunal led by the CWU was due to begin on 13 June, but has been

postponed until 1 February 2022, pending discussions. If granted ‘worker status’, PO owners would gain access to at least the national minimum wage, holiday pay, holiday cover, national insurance contributions and pension contributions.

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

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

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

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

@retailexpress facebook.com/betterRetailing

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

‘Dark site’ chiller sellers inflating prices by 10% ALEX YAU RETAILERS have been warned to remain vigilant against scammers selling chillers at in�lated prices, following a surge in reports. Last week, Retail Express received con�irmation chiller cabinets and components were being sold between 2-10% higher than the usual market rate. One retailer, who wished to remain anonymous, said one supplier had raised the price of a speci�ic fridge model by 50% from £999 to £1,499. Paul Jordon, managing director of shop�itting specialist The Jordon Group, told Retail Express the increases have been caused by supply and demand due to a worldwide shortage of steel boxes used for chillers and the rising costs of transportation. “You’ll get some companies that aren’t reputable or as well regarded,” he said. “They’re working from dark sites, and they will try to push the price up more than others “There’s one chiller brand where you have 20 people on Google selling them and 19 of them are operating from dark sites. However, like all issues with supply and demand, this will resolve itself eventually.” The issues come as callouts for chillers and freezer repairs have also increased

GOOD WEEK SAINSBURY’S: The supermarket revealed plans to open between 25-30 convenience stores per year over the next three years, in its latest annual report. Up to 90 stores are expected to be launched in total, including 18 ‘neighbourhood hub’ locations. A broader range of locally tailored products and services will be on offer at the larger-format convenience store. The five sites already operational are reported to be “very popular”. KITWAVE: Smaller-format and traditional CTNs are to receive support from Kitwave Group to help bolster frozen and chilled ranges. Traditionally a confectionery and tobacco wholesaler, the North Shields-based company has expanded its product range through recent acquisitions of four wholesalers. Go to betterRetailing.com and search ‘Kitwave’ for the full story

BAD WEEK

as a result of the UK heatwave in June. Dee Sedani, of One Stop Matlock in Derbyshire, told Retail Express: “If your equipment is 10 years old, you are going to experience pain. The motors can’t keep up with the water pumping and you’re naturally going to have a breakdown and it’s how you’re going to catch that breakdown.” Explaining how retailers can mitigate issues related to chiller breakdowns during the seasonal period, Jordon added: “We do see a surge in callouts every year.

express yourself “I’VE been experiencing delivery issues and I’ve had a lot of unavailable items when my delivery has come. This affected promotions on alcohol, for example. Heineken was running a promotion for the Euro 2020 football tournament, but we’ve not had any availability to meet that. This should have been a big period for us. I’ve spent the day trying to manage it and I’ve not had a chance to visit the cash and carry to see if availability is just as bad there.” Anonymous retailer

It’s the norm during the summer when the weather is warmer. “The weather causes a blanket of dust, which can clog up the condenser on a chiller and affect its performance. “The biggest advice is to make sure you have some form of contract with a chiller service provider because they will prioritise contracted customers. “You might pay £10 to £15 more per month, but you’ll get a prompt follow up. Those providers working from dark sites won’t

the column where you can make your voice heard

assist with the problems for weeks. “Tell your supplier and maintenance provider what is exactly happening as well. We do prioritise in some cases, such as fast food loss, for example.” Jordon added the chiller industry was also experiencing a shortage in engineers who have typically come from Australia and New Zealand for summer work. In addition, retailers have also reported price rises in replacement refrigerant gases for their chill-

ers, with one store owner reportedly paying £500 more for their re�ill. Commercial refrigeration specialist Bradley Refrigeration said producers had started to raise prices this year as part of legislation to phase out environmentallyharmful F-gases. The legislation introduced in 2015 has banned the use of some environmentally harmful refrigerants, while making suppliers reduce their reliance on gases which have a higher potential to contribute to global warming.

PMI: Reps have been accused of encouraging retailers to place PMI branding on rival Imperial Tobacco’s gantries. In a message, Imperial warned stores the material was in breach of their furniture fixture agreement with the manufacturer. A spokesperson said it retains the right to manage its furniture. LUCOZADE: Lucozade Revive has been delisted after failing to meet pre-pandemic performance expectations. Both the Lemon & Lime and Orange & Passionfruit varieties have been delisted with immediate effect. Suntory Beverage & Food said the decision to withdraw it in the UK and Ireland was due to the supplier wanting to focus on the brand’s biggest sellers. For the full story, go to betterRetailing.com and search ‘Lucozade’

What impact has the national driver shortage had on your store?

“OUR ambient availability has been severely affected. The whole thing has been a nightmare from start to finish. We’ve been getting deliveries day one for day three, and sometimes day four. It’s really been horrendous, especially in the warm weather. They knew about it, and it’s been really bad preparation. I’d like to know if it’s just happening with us or whether other national wholesalers are experiencing similar issues.” Anonymous retailer

“WHAT is happening with our Nisa chilled deliveries? We were massively short one particular Friday. The delivery was six hours late and 86 freezer cases that we had ordered were nowhere to be seen. They should’ve told me earlier they were struggling; I have a van and could’ve helped out in some way. They didn’t need to keep me in the dark. They could’ve let me go and buy the stock.” Amrit Singh, Nisa Local High Heath, Walsall

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

Amrit Singh

NEWS

29 JUNE-12 JULY 2021 betterretailing.com

‘Be careful when refusing alcohol’ CHARLIE FAULKNER CONVENIENCE store owners have been urged to remain cautious when denying the sale of alcoholic drinks. The comments come after several store owners told Retail Express they had seen a rise in the number of customers requesting to buy alcohol early in the morning with the in-

tention to consume it immediately. Alcohol Change UK said retailers can refuse to serve alcohol as long as they aren’t discriminating illegally against that person – due to their race or gender identity, for example. Director of the charity in Wales Andrew Misell said: “If you do decide to refuse a sale, it’s important to tell the customer why calmly

and without judgement. “Everyone, on both sides of the counter, deserves to be treated with courtesy and respect. “Local shopkeepers are very much part of their communities, and will often know their regular customers and know some of their problems.” Misell also advised shop owners to review their drink stock as another way

to help customers battling addiction. “Research has shown that big bottles of so-called super-strength drinks – like white cider – are often bought by people who have a severe alcohol problem,” he said. “Ditching these strong, cheap drinks – or only selling them in smaller cans – could help some people to drink less.”

What to Stock: the ultimate product guide for independent retailers

The Retail Success A MUST-READ FOR PROFIT-DRIVEN INDEPENDENT RETAILERS

new convenience categories

New parking initiative INDEPENDENT retailers have been included in a new carparking scheme aiming to support the local high street. The retail loyalty scheme, launched by ParkingPerx and RingGo, allows motorists to earn points to pay for parking by spending in par-

Handbook

ticipating businesses, including shops, cinemas, cafes and restaurants. The initiative is designed to boost store footfall levels and encourage a return to physical retail. Shoppers can download the RingGo app to take part. Call Retail Express on 020 7689 3357 to find out how you can get involved

WHAT TO STOCK

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Don’t miss our essential What to Stock edition of The Retail Success Handbook Compiled using exclusive EPoS data from 3,451 independent stores across the nation, and covering more than 60 core convenience categories and areas of growth, What to Stock is every independent retailer’s essential stocking guide. This year’s What to Stock has the ﬁrst comprehensive, cross-category look at how convenience has changed in the past 12 months and will show you the opportunities you may be missing out on, so you can be conﬁdent that you have the best product range for your customers.

PLUS • 1,385 bestselling products highlighted • An in-depth look at the core convenience categories, including beer, chilled and household • A look inside one of the UK’s best-ranged shops

Order your copy from your magazine wholesaler today or contact us on 020 7689 3363

GREETINGS CARD REBRAND

THE UK’s number-one supplier of greetings cards to convenience and forecourt retailers, Riverside Greetings, has rebranded in a bid to bolster sales potential for independent shops. Managing director Andrew Glen said: “It represents a significant investment on our part and is a demonstration of our confidence in the sector and our own ability to add value for our customers and their shoppers.”

PayPoint One glitches PAYPOINT has said a new wave of technical issues while processing card payments last month may be “isolated cases”. Nash Dhindsa, of Liquor Cellar in Solihull, Warwickshire, said she risks losing customers and sales when payments don’t work when using PayPoint One. Ben Ford, retail services director for PayPoint, said these complaints may be isolated cases and need to be investigated on a case-by-case basis. “PayPoint is committed to ensuring retailers have a range of services they can rely on,” he added.

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PRODUCTS

Malibu debuts watermelon flavour PERNOD Ricard UK has jumped on the watermelon trend with the launch of Malibu Watermelon and Malibu Watermelon Lemonade, catering to the brand’s key 18-to-24-yearold consumers. Both drinks tap into the increased demand for watermelon-�lavoured alcoholic drinks, a �lavour that has grown by 63% year on year. Malibu Watermelon combines rum and watermelon, and is available in 70cl bottles with an ABV of 21% and an RRP of £15. Watermelon Lemonade comes in a ready-to-drink (RTD) format, combining

lemonade with rum, watermelon and lemon-and-lime �lavours. The pre-mixed drinks category is growing at 26.8%, and Malibu’s can range is growing 50.2%, more than double the rate of the premixed drinks can category. Watermelon Lemonade 250ml cans have an ABV of 5% and an RRP of £1.80. Chris Shead, channel director at Pernod Ricard UK, said: “We’re delighted to be extending our can offering when the RTD market is booming, and Malibu’s RTD range has gone from strength to strength over the past three years, helping to recruit younger shoppers to the brand.”

Alpen relaunches with new look

Harry Kane cameos in Coca-Cola advert

TO mark its 50th anniversary, Alpen is relaunching with a new pack design supported by a £2m campaign, ‘Up & Alpen’. It will be the �irst time the brand has been on screens in more than four years, and will be backed by a social media campaign across the brand’s Instagram and Facebook pages. In addition, a refreshed website will showcase

Alpen’s Swiss roots and contain recipe ideas. The new pack design will feature across the brand’s 550g and 1.1kg muesli box formats in Original, No Added Sugar, Simply Berries and Chocolate varieties. Alpen currently has a 31% share of the muesli category and is growing by 4% year on year.

‘HARRY Kane’s Canes’ is the title of Coca-Cola’s new ‘Open that Coca-Cola’ UEFA Euro 2020 advert, featuring the England captain himself. The ad also includes cameos from England players Marcus Rashford and Alex Oxlade-Chamberlain – who, including Kane, appear to be promoting a ‘side hustle’ business.

PRIYANKA JETHWA

29 JUNE-12 JULY 2021 betterRetailing.com

Kumala wine launches BBQ competition ACCOLADE Wines’ South African wine brand, Kumala, has launched a competition in partnership with premium barbecue supplier Napoleon Grills. The brand’s ‘Bring on the braai’ summer campaign will give shoppers the chance to win a Napoleon barbecue, worth £1,369.99. The competition, which also offers customers the

The three ads within the ad show up in a ‘glitch’ on the on-screen television for a split second. Those that dial the numbers on-screen will be met by an individual voice message from each player, congratulating them on �inding their ‘side hustle’ and taking the initiative to call the number.

chance to win one of �ive Napoleon barbecue bundle runner-up prizes in monthly prize draws, is available across multiple 75cl lines including the brand’s Shiraz and Reserve Malbec. Running until 30 September, more than 735,000 bottles will each feature an on-pack neck tag, and will be supported by in-store PoS to drive sales.

Prophecy adds to its UK wine range FOLLOWING the launch of its Rosé in 2020, US wine brand Prophecy is introducing three more wines to its UK range. These include a Cabernet Sauvignon, Malbec and Sauvignon Blanc, available now from all major wholesalers with an RRP of £9 each. All three varieties, according to brand owner E&J Gallo Winery, have experienced “signi�icant growth in the UK over the past year and have �irmly established themselves as UK consumers’ preferred wine styles”. Each bottle features artwork inspired by the designs of traditional tarot cards.

Lucozade invests £2.5m in Zero range

Ben’s Original shows JJ Whitley goes for off new look gold with new variety

FOLLOWING its redesigned packaging and new Tropical variety, Lucozade Zero is investing £2.5m behind a new campaign. The campaign builds on Lucozade’s ‘It’s on’ ad, which promotes the brand’s full range, aimed at driving awareness in store. It will span radio advertising across stations including Kiss, Capital, Radio X, Heart and Absolute, alongside outdoor, social media (Facebook and Instagram) and in-store advertising. Over the past few years, shoppers’ spending on noand low-sugar drinks has increased by 33% and 29%, respectively.

MARS Food UK has rebranded its Ben’s Original brand with new packaging in a bid to become more inclusive. Ben’s Original packaging includes the new brand name on the same orange background with blue font to help shoppers easily find it. The change will be

reflected across its range of plain and flavoured ready-to-heat rice pouches, as well as dry rice and jarred sauces. The launch is being supported by a campaign over the coming weeks. This includes a TV advert, social-media content, plus in-store activity and outdoor advertising.

JJ Whitley has launched a limited-edition gold-�iltered variety of its Russian Vodka. Available now from Booker Wholesale with an RRP of £16, the bottle is designed for shoppers looking to treat themselves, or looking for gift options, as it comes in a premium, gold bottle.

James Stocker, marketing director at brand owner Halewood Artisanal Spirits, said: “Our Artisanal Russian Vodka has gone on to win a number of gold medals at internationally recognised awards, and is now the fastest-growing top 10 vodka range.”

Starting 2021 with a Bang! At British American Tobacco UK we have revamped our business structure in 2021 to further cement our position as a multi category company within Nicotine & Beyond. A brand new Route To Market, consisting of over 150 reps now working across the country to deliver key brands such as Rothmans, Pall Mall, Cutters Choice, Vuse, Vype and Velo to independent customers. We have launched our upgraded Digital Trade Engagement Platform, MyBATRewards in May. It offers retailers key promotions, tools and resources to

get the most out of their partnership with BAT UK across the 3 categories. We are extremely excited for this new journey and we look forward to working with more retailers in 2021 and beyond. The below retailer has already benefited from the new scheme having won in the monthly prize draws from a prize pool worth over £30,000.

ONE OF THE MANY PRIZE DRAW WINNERS Mr Mujal from Uxbridge Won a pair of Bose noise canceling headphones as part of the MyBATRewards monthly prize draw that launched on the 10th May 2021.

As a valued member of MyBATRewards you will enjoy: • • • •

Exclusive offers and deals every month Exciting incentive scheme and rewards Trusted and high-quality brands Product training to help grow your customer base

Register your interest in becoming a member of MyBATRewards by emailing at supportmybatrewards@bat.com or contact your local BAT Representative for more information. Terms and Conditions apply. 18+ only. For trade use only. Not to be left within sight of consumers.

PRODUCTS

Cadbury Caramilk on sale now MONDELEZ International has launched Cadbury Caramilk in the UK, a new caramel-�lavoured chocolate bar. Available now from wholesalers, the bar comes in 37g (RRP 69p), 80g (RRP £1), 90g (£1.50), 80g £1 price-marked packs (PMP) and 37g 60p PMP formats. The supplier said the sweeter taste caters to younger consumers, with the target audience for Caramilk being millennials and younger families. Susan Nash, trade com-

munications manager at Mondelez International, said Caramilk is set to be “the next Darkmilk and Marvellous Creations”, so advises retailers to give it prominent space on shelf alongside other Cadbury chocolate bars, with the left-hand side of a �ixture being where most consumers look to �irst. Overall, the chocolate category is showing positive signs of growth, and while milk chocolate remains the biggest segment, with a 79% penetration of block formats, white and dark varieties are the fastestgrowing in value at 24% and

10.8%, respectively, across all formats. To support the launch of Caramilk, the supplier will be investing in a campaign

COCA-COLA Europaci�ic Partners (CCEP) has unveiled a new campaign for Glacéau Smartwater, highlighting the brand’s sustainability credentials to encourage impulse sales in the water category. The campaign will see labels appear on pack to remind consumers the bottles are now made from 100% recycled plastic. Phrases including ‘I’m not new to this’, ‘Have we met before?’ and ‘Hi there, me again’ will take over 600ml

and 850ml packs during the summer. The launch of the new pack designs will be supported by a marketing campaign in July and August, which will include social media and outdoor activity. Martin Attock, vice president for commercial development at CCEP GB, said: “Sustainability is at the heart of everything we do for Glacéau Smartwater and this has built a strong brand equity with consumers, espe-

cially young adults – who are frequent bottledwater shoppers. “Our strategy is to become customers’ water of choice when they’re on the move by leveraging our sustainability credentials to help retailers boost sales. “As restrictions continue to ease this summer, we are con�ident that this new campaign will appeal to those looking for hydration while out and about.”

PRIYANKA JETHWA

sponsored spanning outdoor, sampling, social media and digital advertising, with in-store PoS available for retailers.

Glacéau Smartwater’s sustainability drive

Sample a case of Raspberry Ripple SUNTORY Beverage & Food GB&I has teamed up with Retail Express to give 250 readers a chance to sample a case of Lucozade Energy Raspberry Ripple. Each retailer will receive one £1.25 price-marked case containing 12 380ml bottles. Designed to drive soft drinks sales this summer, the Lucozade Energy �lavours range in total has contributed a signi�icant £60.7m-worth of sales to the category. New �lavours are crucial for retailers looking to drive incremental shoppers, with one-in-four �lavour shoppers being new to the energy segment.

To enter, head to betterRetailing.com/ competitions

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PVM’s bestsellers in new minis format PERFETTI Van Melle has launched a new Mix of Minis range – miniature formats of Fruittella, Mentos and Chupa Chups – in response to growing hygiene concerns around unwrapped confectionery and sharing. Each case of its bestselling brands contains 200 pieces of individually wrapped lines with an RRP of 15p each, or can be sold as part

of a four-for-50p promotion. The cardboard shelf-ready packaging is fully recyclable The supplier added the sweets provide a solution to help stores add growth back to the category after more than 80% of independent retailers said they had removed unwrapped confectionery in the past year as a result of the ongoing coronavirus pandemic.

Two-for-one entry to Merlin with Yazoo YAZOO has brought back its two-for-one Merlin Group on-pack promotion for the second year in a row in time for the reopening of its attractions. Available until the park season ends in November 2021, the promotion is available across its permanent and limited-edition Jaffalicious ChocOrange varieties in individual and sharing size formats. Yazoo marketing manager at FrieslandCampina Kate Allison said: “The decision to partner up again with the Merlin Group is an exciting one for

us, and it’s rewarding to be one of the brands offering consumers this promotion. As a market leader in �lavoured milk, we know that Yazoo performs well, so we’re con�ident that the added promotion will drive even more sales for stores this year.”

DIAGEO is partnering up with premium mixer brand FeverTree to promote spritz serves made with Smirnoff No.21 this summer. The £2m ‘Spritz up’ campaign is live now until August, and will focus on vodka spritz serves, backed by an outdoor, digital and social media campaign, alongside

sampling opportunities. The campaign displays Fever-Tree’s new soda range, including its Italian Blood Orange Soda and Mexican Lime Soda. Cocktails are one of the fastest-growing categories across total alcohol, with the spritz serves the fastest-growing within cocktails.

Paid feature

Molson Coors invests £5m in Three Fold MOLSON Coors Beverage Company is investing £5m in its new hard seltzer brand, Three Fold, which marks the biggest brand investment the company has made into a new segment in the UK. This will include a digital, social and outdoor media campaign, alongside a sponsorship deal where the brand will be the of�icial ‘�inisher drink’ at the annual Tough Mudder challenge. Three Fold has been created with “mainstream adult appeal” with recognisable �lavour combinations, including Red Berries, Tropical and Citrus. Each 330ml can has an ABV of 4% and 93 calories. It is sold as single cans

and a variety six-pack, and available from Bargain Booze and Bestway.

KP Snacks is expanding its Butterkist popcorn range with the launch of a Crunchy Orange Chocolate �lavour toffee popcorn. The new variety is available from 5 July in a 155g sharing format with an RRP of £1.59, and comes in a purple packaging that focuses on the sweeter �lavour of the new variety. The supplier said the launch could drive growth in the category for the brand, which has a market share of 37.8% in the popcorn category, twice the size of its nearest branded competitor. The launch makes Butterkist the latest brand to try a chocolate-orange-�lavoured

product, following on from Mondelez International with its Cadbury Orange Twirl, and Nestlé Confectionery’s Yorkie Orange.

VALEO Snack Foods is adding to its Fox’s Glaciers brand with two Moments and limited-edition Summer Punch varieties. The launches come as the supplier announces a seven�igure sum rebrand and a new marketing campaign. Fox’s Glacier Moments After Dark features Decadent Banoffee, Cherry Bakewell Tart, Smooth Irish Cream and

Dark Fruits varieties, while Moments Little Lifts contain Strawberry and Hibiscus; Peach and Passionfruit; Apple, Pear and Spearmint; and Lemon, Mint and Elder�lower varieties. Limited Edition Summer Punch contains four �lavour varieties, including Strawberry, Orange, Elder�lower Spritz and Summer Punch sweets.

Andrew Pheasant Head of regional accounts, Suntory Beverage & Food GB&I

Learn how you could save £600 a year in your store

Butterkist gets on choc-orange trend

Spritz up with Smirnoff Fox’s Glacier’s three and Fever-Tree new flavours

SUNTORY Beverage & Food GB&I (SBF GB&I) is inviting retailers who want to know how they can make their stores more sustainable to take part in an exclusive retailer roundtable event this summer. At the event, guests will hear from Derbyshire retailer Amit Patel, who will explain how a project with SBF GB&I and Energy Saving Trust, a trusted organisation that helps people and businesses save energy every day, helped him save £600 a year by implementing a series of sustainability-focused changes in his store. The savings help show that by making changes that benefit the local community and the wider world, convenience retailers in the UK could cumulatively save an astonishing £28.3m1 every single year. SBF GB&I made a range of changes, large and small, in Amit’s Premier Town Street store, designed to show that starting your sustainability journey is something every store can do, without having to spend thousands. Changes included replacing an old 800W oil-filled radiator behind the counter with a newer model, installing a new door-closed mechanism for the front door of the shop to keep heat locked in, and updating an old monitor used to display CCTV footage with a more modern, energyefficient model. New LED lighting was installed, and a sensor to ensure lesser-used lights are turned off when they aren’t being used was introduced. Two open-fronted chiller units were replaced with more energy-efficient models, and new shelving was introduced in Amit’s storeroom to allow for better stock management, reducing trips to the wholesaler. Amit Patel said: “I’m already seeing the benefit of the changes, in terms of my energy savings and the feedback from my shoppers, who love what I’m doing and the way the store looks now. Becoming more sustainable is incredibly important for many reasons, and I urge all retailers to look at how they can begin doing just that.” If you’d like to take part in the event, please register your interest by emailing SBFtrade@hanovercomms.com or contacting us via @SuntoryBF_GBI on Twitter.

Saving calculated by totalling predicted cost savings from making six changes in Amit’s store and assuming similar results across all 46,388 UK convenience stores (per 2020 ACS Local Shops Report)

PRODUCTS

Asahi taps into hard seltzers PRIYANKA JETHWA ASAHI UK has entered the hard seltzers category with the launch of Viper Hard Seltzer. It comes in two �lavours – Lime and Cranberry – with an ABV of 4%, and an RRP of £2.20 for both the bottle and can format. The launch will be supported by a sampling campaign, as well as activations at events and festivals. The supplier said it’s aimed at consumers who are looking for an alcoholic beverage with a “refreshing taste”. “With 96 calories per serve, Viper Hard Seltzer offers a premium option, while catering to consumers look-

ing to make more balanced choices when selecting an alcoholic beverage. “Available in can and bottle formats, the packaging design has performed well during consumer testing, and the bottle format offers a convenient twist-off cap,” said Sam Rhodes, marketing director at Asahi UK. Hard seltzers are currently worth approximately £10.4m in the UK and are forecast to grow by 34% by 2024. Coupled with the recent explosion of the ready-todrink category, and 13.7 million UK consumers being open to trying hard seltzers, there is a prime opportunity for retailers to capitalise on the category.

Multi-surface range from Lifebuoy LIFEBUOY’S new multisurface antibacterial range includes a Multi-Surface Antibacterial Trigger Spray, Ecore�ill, General Purpose Cleaner, a pack of 60 wipes and a 400ml Surface Spray. It is suitable for a range of surfaces including babyrelated and food-preparation areas, and has RRPs of £1.50-£4. To support the launch, Lifebuoy will be investing in an £8m marketing campaign across TV, radio, outdoor and in-store PoS. The supplier said disinfecting has become a numberone priority for people over the past year, but two-thirds are concerned about the number of chemicals in the

products they are using. “Our range contains no harsh chemicals, so people can feel assured they are using a natural range of cleaning products for the home,” the supplier added.

STG’s new website and e-newsletter SCANDINAVIAN Tobacco Group UK (STG UK) has launched a new trade website and has begun sending out a quarterly e-newsletter to all independent retailers on its database. The supplier said the new website, stgtrade.co.uk, will be valuable for retailers looking to increase their pro�its

from the cigars category. The newsletter features the latest news, category data, current trends, a suggested convenience planogram and an introduction to some STG UK sales reps. Retailers who register their details on the site will gain access to detailed information about the category.

Robinsons undergoes Oreo O’s makes c-store debut brand refresh ROBINSONS Refresh’d is relaunching this month as Robinsons Ready to Drink, available in two �lavours – Raspberry & Apple and Peach & Mango. The packaging update across the single bottles will unite the range under its brand name, making it recognisable in chillers. Both varieties are available in cases of 12 and 24 in 500ml bottles with an RRP of £1.45. The range will bene�it from a ‘Let there be fruit’ Robinsons masterbrand campaign, which is running throughout the summer, and will also be supported with its own outdoor, social and digital campaign in July and August.

OREO O’s cereal is making its debut across convenience and wholesale with a £3.99 price-marked pack. The cereal �irst launched in the UK in November 2020, and now is worth £3.3m, according to supplier Weetabix. The 320g pack is part of the ‘indulgent’ cereal segment, which the supplier says is the largest and fastest-growing part of the category, experiencing 4.6% growth in the past 12 months. Overall, the cereal category is worth £19m within impulse stores, up by 23% year on year. Oreo O’s’ launch will be supported with in-depot displays. It also plays into the premium segment.

29 JUNE-12 JULY 2021 betterRetailing.com

Trio of Asian-inspired street food noodles TIGER Tiger has unveiled a trio of quick-cook noodle snack meals inspired by Asian street food. The supplier said the noodles are aimed primarily at time-poor consumers, and are easy to prepare and ready to eat in under three minutes. The noodles come in three varieties, including Singapore-style Chilli Chicken, Japanese-style Teriyaki and Hong Kong-style Sesame Chicken. Each pack contains one serving of ambient soft noodles with seasoning oil, soy sauce and vegetable garnish in a microwavable tray, and has an RRP of £1.69.

Two limited-edition Strings & Things

STRINGS & Things has added two limited-edition ranges across Yollies and Cheeshapes Quirkies to celebrate this summer’s sporting events. Sportshapes Quirkies feature 16 new Cheeshapes designs including a football, a cheering shape and a foam �inger. The Sportshapes range looks to capitalise on the growth in cheese snacking in the UK, with kids’ cheese snacking growing by 9% in the past 12 weeks. Limited Sports Edition Yollies will also be launching with new designs inspired by different sports to help retailers drive excitement around key sporting tournaments this summer.

Vital Life partners with Paw Patrol FOLLOWING the launch of its adult hand sanitiser range, Vital Life has now launched hand sanitiser in collaboration with children’s TV show Paw Patrol. The product is available in three varieties, including Blue Bubblegum, Pink Strawberry and Yellow Fruit Burst, and

has an RRP of £1.99 each for a 50ml bottle. The brand launched during the start of the pandemic last year to help meet the demand for PPE, and has since developed a range of fragranced hand sanitiser products, all of which are designed, tested and produced in the UK.

SUPPLIER ADVICE

CAPTURE THE PLANT-BASED OPPORTUNITY With plant-based and dairy-free products now a mainstream choice for consumers, RETAIL EXPRESS joins ALPRO to find out how retailers can capitalise on the category THE plant-based and dairy-free category has experienced exponential growth over the past six years. And with sales in convenience stores currently increasing by more than 70%, it’s a sector that needs to be taken seriously. We joined Alpro’s national account manager, Holly Bill, at two stores to find out how retailers can tap into the opportunity.

BEFORE

FOCUS ON

KESSER MAHMOOD Da Shop, Stockport “OUR store is on a shopping parade in a housing estate with a mixture of elderly and younger shoppers, some of whom have dietary requirements. We’ve wanted to give the category a bigger focus as more customers are asking for dairy-free options, but our challenge is knowing what products are available, and making sure we offer the right range to give customers the choice they want and need.”

EXPERT ADVICE

ACTION PLAN

National account manager, Alpro

Block merchandising: We grouped plantbased products together, within the dairy fixture, to help encourage new shoppers into 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.

HOLLY BILL

“WHILE the plant-based and dairy-free category is experiencing huge growth, convenience stores are still massively under-trading, meaning there’s a lot of room to grab a share of the sector. To help Kesser maximise this opportunity, we’re going to group his plant-based products together, including the Alpro 1l drinks, our alternative to yoghurt and food-to-go range to create a one-stop shop. We’ll site these next to their dairy counterparts to drive visibility and offer choice, which should increase sales.”

29 JUNE-12 JULY 2021 betterRetailing.com

In partnership with

Promotional feature

THE OPPORTUNITY

85%

of plant-based shoppers would buy these products from convenience stores

FOCUS ON JAG SINGH

Go Local Extra, Halifax “WE’RE in quite an affluent area with a mixed customer base, including older shoppers who are able to trade up and spend more. I’ve had customers come in before and ask me about certain plant-based products or alternatives, but it’s difficult to ensure you’re stocking the right products for your customers’ needs. I’m hoping that with the right changes, it’ll drive footfall and grow sales.”

EXPERT ADVICE HOLLY BILL

National account manager, Alpro “ALPRO is the UK’s most popular brand for plant-based and dairy-free products, so we’re going to expand Jag’s range to introduce some of our food-to-go products, including our Chocolate Praline Hazelnut drink and Soya Caramel Caffé Cup, both of which have a 90-day shelf life. Jag is also missing some of our bestselling lines, so we’ll add those in and bring the dessert range to sit with the rest of the Alpro products to create a plant-based zone, making it easier to shop.”

GET INVOLVED

36% BEFORE

higher spend in store from shoppers who buy plantbased products

1 2 3

ALPRO’S TOP TIPS

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.

ACTION PLAN 1

Signpost with PoS: We highlighted the category using signage and PoS including shelf barkers 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 plant-based products together to add impact and create a dedicated dairy-free zone, alongside their dairy counterparts.

WHAT HAPPENS NEXT? Kesser and Jag followed Alpro’s expert advice over a sixweek trial period. We tracked their sales data to see the impact and will report the results.

Keep a look out for Retail Express on

13 JULY

For more advice and tips, and to see more of Kesser and Jag’s stores, go to betterRetailing.com/capture-the-plant-based-opportunity

OPINION

DON’T MISS THE 16 JULY ISSUE OF RN

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 CRIME: How safe do you feel at the cash and carry? “RETAILERS spend thousands of pounds in cash and carries, and they deserve to feel safe. Greater effort needs to be taken to protect us. We know it can never be prevented 100% of the time, but we need to see that the right steps are being taken.” Ferhan Ashiq, Day-Today’s Ashiqs, Prestonpans

Key performance indicators: how retailers measure their attainment in sales, waste, footfall, and staff happiness

LOCKDOWN: How will the delay of ‘Freedom Day’ impact your store?

Single confectionery: the challenges and opportunities that lie ahead in singleconfectionery sales

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Vas Vekaria of Premier Lever Edge, Bolton

The right steps need to be taken

PLUS

D WS AN FOR NE TITLE ADING THE LE

“APPLE’S AirTags, one placed in each bag of tobacco, are a fool-proof way to track your cigarettes down if stolen. You can get four tags for £100. I’ve got no sympathy for those who don’t invest in steps to prevent thefts. The more people know about these hacks, the better.”

15:38

My store will see a decrease in footfall

Nash Dhindsa, Liquor Cellar, Solihull, Warwickshire

Dipak Shah, H&R News, Camberley, Surrey

TOBACCO: Would raising the purchasing age to 21 create challenges for you? “I DO not feel it would cause any real challenges for us since we already use a challenge-25 policy in our store, meaning that anyone who comes in and tries to buy cigarettes who looks 25 or under will normally always be asked for identification by us.” Liam Cross, Spar in Dersingham, Norfolk

“I DO not feel that the change in the age limit will have an effect. I expect we will probably continue as normal with the way we check IDs. I think the important thing is that we will have to be more vigilant with deciding who to ID if this were to be implemented.” Shakir Shakoor, Weaver Row Newsagents, Stirling

I don’t think it would have an effect LEGISLATION: Are you complying to the national 10p bag charge?

The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490

“MY store will obviously see a “THE announcement of England’s lockdown delay is likely decrease in footfall because to impact my store. As a result, of the pushback, but, overall, due to the service we provide we will probably continue and where our store is with opening for the shorter located, so far we have not Covid hours that we had been affected that much adopted during the pandemic, by the lockdown delay until everything is safe and announcement.” has finally reopened. It’s better to be safe than sorry.”

We are giving our customers the option

“WE are giving our customers the option – if they want to pay for a bag, they can, and if they don’t or can’t afford to, then we offer to pay for it on their behalf. All the money goes to charity. We are picking a local charity to donate to every three months.” Mitz Patel, Meet & Deep News, Twickenham

“SOME customers understand the rules and pay for the bag, but some do not understand – they think that we are making our own rules. We are trying to raise awareness that the rules have changed. We are giving some customers free bags for the first time and telling them from next time they will be charged.” Anonymous retailer

LETTERS

29 JUNE-12 JULY 2021 betterRetailing.com

Alan Mannings

Letters may be edited

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

Shop on the Green, Chartham, Canterbury

Happy staff make for happy customers THE way I look at the treatment of staff is you give your workers the same respect that you’d expect back from them. I’ve got two great staff members – one who’s been with me a year and one who joined in October 2020 – and I can let my shop be run by them. They’re treating it as their own and they take One of two new retailers responsibility if shares advice on how to make anything happens. your store rise to the top It gives them a lift and a happy place to work because I’m not looming over them. Our conversations aren’t between boss and employee, they’re worker to worker. It’s ideas between the two of us. If they want to change things or do promotions, we’ll do it. If it works, brilliant. If not, then no problem, lesson learned. We’ll look at it again. I’m not there to be a bully or look down on them. When people see our workers are involved and happy, it brings in happy customers as well. If we don’t work as a team and we’re not happy people, then people will notice that. I get a lot of positive feedback from customers about my staff, which is a lovely feeling. We work together to ensure we all have a good work-life balance as well. I don’t set down when they work. I ask them if there’s a day they want off and if there is, then they get it. I’ll ask them if there are hours that work better for them. You’ve got to be flexible. It’s a modern world and there are many things happening in people’s lives. I don’t put any pressure on them about masks, either. Some people will come into the store without a mask and you’d prejudge them. I don’t want my staff under that pressure. We’ve all seen people being assaulted because they approached someone who wasn’t wearing a mask. So, why would I put my staff under that kind of pressure? I just say ‘go about your business and keep your distance. Treat everyone the same’. I can often tell if a worker is going to be a good one from that first conversation we have. I don’t interview people, I have a conversation with them. I lead them a certain way and then let them lead the rest. They won’t be thinking about what they’re saying and you get a much better feeling of who they are then.

RISING

STAR

‘Menzies continues to let us down over and over again’ WHO needs the government, internet or roadworks to kill your business when Menzies can do it single-handedly? For the third time in 10 days, I’m sitting here, open for over an hour and I’ve still not received any deliveries from Menzies. Over the past week, I’ve repeatedly asked for a phone

call from a senior manager and the silence has been deafening. Apparent contractor issues have been a problem with this run for years, not weeks or months. I really think Menzies should be forced to pay compensations when their contractors let them down. Let’s face it, who would stay with Menzies if they had

a choice? Their customer care policy is obviously ‘you are the customer, and we don’t care’. Yours fumingly,

Jim Moorhead, Top Cards, Johnstone, Scotland A Menzies Distribution spokesperson said: “Menzies Distribution is

committed to delivering service excellence. Menzies regularly implements improvements based on feedback to ensure our virtual processes are robust. If a customer has a query regarding vouchers, we ask they contact our customer service line directly. We have reached out to Mr Moorhead to discuss his concerns.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Robinsons

TO celebrate the launch of its ‘Let there be fruit’ campaign, Robinsons is offering five Retail Express readers the chance to win £50-worth of Robinsons Creations stock each. The campaign features the full range, including Robinsons Squash, Minis and Fruit Creations.

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.

Trudy Davies, Woosnam & Davies News, Llanidloes – @trudydavies1964

‘We offer a water bottle refill station’

WE started operating our water refill station again once restrictions began to ease. We had to stop because of the pandemic due to hygiene concerns. I signed up on the Refill Wales website, and it was really easy. They then sent me a sticker to put in the shop window to show passers-by. We are filling up about 20 bottles a day at the weekend from tourists. They can find my location on the app, and we’ll refill their bottles and put them in the fridge for a later pick-up. It’s a huge footfall driver. It’s also available in England and Ireland.

Get in touch

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

CATEGORY ADVICE HARD SELTZERS

HARD-HITTING REFRESHMENT After a disrupted entry into the market last year due to the pandemic, will summer 2021 see a seltzer boom? JASPER HART finds out

THE STATE OF SELTZERS WERE it not for the pandemic, 2020 might have been the breakout year for hard seltzers. Having seen vast growth in the US, low-calorie carbonated alcoholic drinks were poised to make a splash here, but have so far had a limited impact in the UK. “While it’s still early days in Europe, we’re expecting the hard seltzer category to follow a similar pattern to the US, where retail sales reached $2.7bn (£1.91bn) in the 12 months to June last year,” says Kevin Fawell, offtrade sales director at Molson

Coors Beverage Company. Seltzers are alcoholic sparkling water drinks, often fruitflavoured and aimed at younger shoppers who want a less calorific drink that still contains alcohol. Suppliers certainly think the demand is there. After the first market entrants arrived in 2019, last year saw more new launches, including a slew of smaller, UK-based brands. “Hard seltzers are early in their development, but have already had a huge impact on the UK drinks scene, having reached

£10m in UK sales value last year,” says Oli Clements, director at Drty Drinks. According to research cited by Budweiser Brewing Group UK&I, seltzer sales hit £5.8m last year, but are forecast to reach £600m by 2025, equivalent to the ready-to-drink (RTD) category. With the easing of restrictions and a summer of sport, big suppliers think it’s a good time to start venturing into the category in earnest, with big launches this year from major suppliers. “We’ve stocked a couple

of different seltzers – Mike’s Hard Seltzer, Kopparberg and Smirnoff,” says Qaiser Mahmood, of Da Shop in Cheadle Hulme, Stockport. “It’s becoming more popular, so we’ll keep increasing the range.” As a fresh category emphasising low calories, hard seltzers is well placed to target younger customers, especially with a summer of sport, outdoor socialising and lockdown set to be eased in mid-July.

29 JUNE-12 JULY 2021 betterRetailing.com

BIG BRANDS MAKE A SELTZER SPLASH SELTZERS occupy a unique niche in the market. They are huge in the US and growing elsewhere, and the consensus is that it’s only a matter of time before people become even more aware of their USPs. To that end, 2021 has already seen three UK launches from the bigger suppliers. Budweiser has launched 95-calorie Bud Light Seltzer in Lemon-Lime, Passionfruit and Strawberry flavours. For the supplier, using a popular brand

the stat

name for a new product is essential to gaining customer awareness. “With the strength of the Bud Light brand behind it, we are confident it will prove to be a real growth driver for our off-trade customers,” says Elise Dickinson, Bud Light Seltzer marketing manager. It is also sponsoring the England football team at Euro 2020, becoming the first hard seltzer sponsor of the team. Asahi UK has also entered the market, with the launch of

RETAILER

VIEW

Viper Hard Seltzer (4% ABV). Brewed in Pilsen, it is available in Lime and Cranberry flavours and comes in 330ml single can and bottle formats. Both are just 96 calories per serve. Molson Coors, meanwhile, has gone a step further, with the launch of Three Fold, a new hard seltzer brand that comes in Red Berries, Tropical and Citrus flavours, and 93 calories per can. Molson Coors’ £5m investment into the product launch is

the biggest brand investment it has ever made in a new category in the UK. “All the signs point to hard seltzers being the next drinks category to firmly establish itself in the UK,” says Charlotte Revill, Molson Coors brand manager. “We expect its rapid growth in the US to be mirrored here and a major investment in our own product is to ensure that we, and our customers, are at the forefront of this quickly emerging category.”

Peter Patel, Costcutter Mantle Road, Brockley, London “At the moment, we’re just dabbling in hard seltzers, because there are so many new products all the time. But I’m launching a new store in August or September, and we’ll be dedicating a complete chiller to seltzers and mixers, and I can see the demand is going to be big. In my Brockley store, because the cans are small, they generally get put on the top shelf, because that’s the smallest shelf, but I think things get lost up there. And we know what works in the store, so it’s hard to incorporate them. “We stock the Bud Light Seltzer and Mike’s Hard Seltzer. We’ve had both for about two months. The Buds have only been in for the past two promo periods. We keep it with our RTDs and premixes. We only stock single bottles – that’s what we’ve got available. I don’t think the 12-packs are available yet from Nisa.”

£600m UK seltzer sales forecast by 2025, having hit £5.8m in 2020

FINDING A BALANCE RETAILERS who have had early success with their US seltzer imports, such as Mike’s and White Claw, may want to look at diversifying their range with one of a growing number of smaller brands to show their dedication to the category. Talk to customers to find out what new lines they want. “Because the category is very new, there isn’t much

reference of what a hard seltzer is supposed to cost,” says Paolo Bruni, head of sales and marketing at Two Brooks. “Of course, you get to an acceptable price, but cheapest doesn’t mean best. “So, I think it’s important to have a healthy mix in the prices, purely to give the consumer the choice whether they want to spend £1 or £3.”

CATEGORY ADVICE HARD SELTZERS

29 JUNE-12 JULY 2021 betterRetailing.com

MERCHANDISING EFFECTIVELY WHEN it comes to positioning your seltzers, it might seem as though the sensible place would be alongside RTDs and mixers. These drinks are also increasingly looking to attract a calorie-conscious audience, and the presentation of seltzer cans makes them look of a piece with mixers. Most of the retailers Retail Express spoke to for this piece said they had been stocking their seltzers in or around their chilled mixed drinks. However, data from US sales says that it could be beer drinkers who will turn to

seltzers in the long run and that retailers should be positioning their seltzers in the beer fridge with this in mind. “The UK market has shown that retailers are insisting on putting hard seltzers among other RTD canned products,” says Georgie Barter, brand manager at Berczy Drinks. “While this isn’t necessarily wrong, if you look at the US market, it is beer brands that are suffering the most from surging hard seltzer sales, potentially showing us how the market will evolve.”

What is important, adds Barter, is making sure the category is easily understood. “For the time being, it’s imperative that stores allow for PoS displays to tell the category story – our research shows us that 95% of UK customers still don’t know what a hard seltzer is. “By telling customers 1) what the product is, and 2) how it could benefit them over other beer, wine and spirit categories, the chance for customers to make an impulse decision will be much higher.” Hannah Dawson, head of off-

brands to stock trade category development at Diageo, says distinctive blocking will help the category stand out and draw eyes. “Improve navigation through segment brand blocking, with the largest category pre-mix at central eye level with cocktails above, seltzers below and flavoured alcoholic beverages, which are generally larger bottle sizes, at the bottom. “The closer to the time of consumption, the more adventurous the consumer is inclined to be. So, drive impulse by placing in the chiller.”

Mike’s Hard Seltzer Lemon, Black Cherry, Lime and Raspberry – RRP £1.99 White Claw Hard Seltzer Black Cherry, Mango, Natural Lime and Raspberry – RRP £2.50 Bud Light Seltzer Strawberry, Passionfruit and Lemon-Lime – RRP £2 Three Fold Hard Seltzer Tropical Citrus and Red Berries – RRP £1.99 Bodega Bay Hard Seltzer Apple, Ginger & Acai Berry, Mango & Goji Berry and Lemon & Mint – RRP £1.99 Smirnoff Seltzer Raspberry & Rhubarb and Orange & Grapefruit – RRP £1.80 Echo Falls Rosé Seltzer Blueberry & Hibiscus, Strawberry & Pink Pepper and Raspberry, Lychee & Rose – RRP £2

SUPPLIER

VIEW

Hannah Dawson, head of off-trade category development, Diageo “WE saw hard seltzers enter the RTD category in the UK in summer 2019, following success in the US, where they are forecast to grow in volume by 20.9% by 2024. Now, as we look ahead to the warmer months, we expect this growth in hard seltzers to fuel further growth in the UK RTD category, alongside the key areas of pre-mix, including non-alcoholic pre-mix, cocktails and flavoured alcoholic beverages. Now is the perfect time for retailers to think carefully about how to maximise the profitability of their RTD range and include hard seltzers to appeal to even more people and occasions. “Hard seltzers typically appeal to consumers looking for choice and drinks that are flavourful as well as low-calorie and low-sugar. They are a lighter, more refreshing-tasting serve compared to other RTDs, offering an alternative to those who might typically purchase a lager serve, such as light beer. “When it comes to building your hard seltzers range, we know people naturally gravitate towards brands they know and trust – relying on them for great quality and taste, which results in a high rate of sale. Choose big brands alongside lesser-known brands, to aid exploration. This is particularly important as we encourage new consumers into the category.”

CORE IN YOUR STORE INTRODUCTION

CORNERSTONES OF YOUR STORE As lockdown eases, what are the core ranges shoppers are looking for? RETAIL EXPRESS finds out

considerably. Delivery services have stepped up; new customer habits have seen huge changes in their purchasing behaviour; and new lines and categories have been launched to widen ranges and increase footfall and basket spend. However, the essentials still need to be stocked, merchandised and promoted accordingly. Getting one’s core range right – whether in terms of what you’re stocking or where you’re stocking it – remains critical. These

E R CO GES N A R AS we start to emerge from 18 months of lockdowns and safety restrictions, the modern independent convenience store has changed

are the cornerstone products of most stores, the products people expect to see. The question for retailers is how to adjust their core range in a post-pandemic world. Over the next eight pages, leading suppliers from a range of categories will outline their importance in your store, offering advice on what you should be stocking and how you can range, merchandise and promote them to increase spend. Warburtons will explore that ageless store staple – bread – and provide statistics and advice to bring out their best. Westons will look at cider and what opportuni-

ties this summer will bring. With evening meals at home having become increasingly important for customers, Kepak will explore how retailers can maintain the growth in ready meals, while Schwartz will look at recipe mixes for those customers cooking from scratch. Two key categories – snacks and confectionery – will be covered by KP Snacks and Perfetti Van Melle, respectively. Meanwhile, Diageo will explore the myriad possibilities in spirits and RTDs, while BAT UK will explain what modern tobacco opportunities are out there.

34.7% growth in RTD sales

CORE IN YOUR STORE BAT UK

TOP PERFORMERS • Velo Ice Cool 10mg • Velo Freeze 11mg • Velo Polar Mint 6mg

WHAT ARE THE KEY OPPORTUNITIES IN NEXT-GEN? VELO is the new tobacco alternative for existing adult smokers and nicotine users to consume nicotine on the go. Velo is the latest launch from British American Tobacco UK (BAT UK) and is available in different flavours and nicotine levels. The nicotine pouch was designed and created to become the market leader in an emerging category by offering consumers easy and convenient solutions. The product is consumed by adult nicotine shoppers tucking the product under their lip on to the gum, and while it’s on their gum, nicotine is released and absorbed. The launch of Velo is part of its commitment to ‘building a better tomorrow’ by reducing the health impact of the business by offering a greater choice of enjoyable and potentially risk-reduced products for adult nicotine consumers.

In partnership with

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Next-gen products ADVENTURE EVERYWHERE

#1 NICOTINE POUCH IN SCANDINAVIA*

WHY SHOULD RETAILERS STOCK BAT UK PRODUCTS?

E GOT V U’V EL O Y

EDUCATION is key in such a new sector. BAT UK’s Vapermarket.co.uk portal and B2B platform has a learning section for retailers and staff to give them the tools needed to understand what’s new with Velo and help adult nicotine consumers choose the right product for them. Retailers knowledgeable about the brand and category can better assist customers and build trust to help ensure repeat visits and sales. Your local BAT UK representative will guide you through this category and hand over PoS materials and how you can help consumers navigate the category. Retailers can also find out more by speaking with BAT UK’s Vapermarket customer care team directly by calling 0808 169 5000 or by emailing info@vapermarket.co.uk.

HOW CAN RETAILERS GET THE MOST FROM NEXT-GEN? BRING your oral product range together in a unique display solution, as offered by the BAT UK gantry. Next-generation products should be displayed prominently in store in a clear and tidy display to ensure customers are aware of the range available. If products and categories are scattered across the shop, your display becomes disjointed and creates confusion for yourself, staff and consumers alike, which can harm sales. It is also crucial for retailers to stock a full range and maintain strong availability so they can provide a successful offering to their customers.

FOR MORE INFORMATION CALL 0808 169 5000

18+ only. This product contains nicotine and is addictive. For adult nicotine consumers only.

*Based on Nielsen RMS data on Volume Share and Share of Modern White Segment for the 12-month period ending October 2020 for Sweden & Denmark total retail market. Excludes Norway where nicotine pouches without tobacco cannot be sold. VELO is sold under the brand name LYFT in Sweden and Denmark.

CORE IN YOUR STORE DIAGEO

In partnership with

Ready-to-drink alcohol

TOP PERFORMERS • Gordon’s Premium Pink & Tonic PMP (5% ABV) • Captain Morgan & Cola PMP (5% ABV) • Gordon’s London Dry Gin & Tonic PMP (5% ABV)

WHAT ARE THE OPPORTUNITIES? THE pre-mix and ready-to-drink (RTD) category taps into consumers’ preference towards high-quality, convenient drinks. The opportunity for pre-mix is huge, growing at 34.7% and accounting for 43% share of total RTD sales in the impulse channel1. Flavour and exploration have played a key part in energising the category. Classic lemonade and cola mixes continue to be a staple, but new gin & tonic varieties and new flavours have played a key role. Smirnoff has launched a range of RTD over the past year, including Smirnoff Passion Fruit Martini (5% ABV), Smirnoff Ice Tropical (4% ABV) and Smirnoff Seltzers (4.7% ABV).

WHY SHOULD RETAILERS STOCK DIAGEO PRODUCTS? CONSUMERS gravitate towards brands they recognise and trust. Diageo offers a broad range of RTDs and account for eight of the top 10 bestselling pre-mix SKU’s1, including Gordon’s London Dry Gin & Tonic (5% ABV) and Gordon’s Premium Pink Distilled Gin & Tonic (5% ABV). Price-marked pack (PMP) RTDs also offer a massive opportunity and are growing at 42% vs standard 35% and stealing share from standard packs2. A key line for summer is Pimm’s No.1 Lemonade Can PMP 250ml (5.4% ABV). Synonymous with summer, it is also currently growing at 91%2.

HOW CAN RETAILERS GET THE MOST FROM RTDS? ENSURING your range of RTDs are kept chilled, as well as utilising eye-level placements in the chiller, will increase the visibility of these products. Consider segment brand blocking and leveraging well-known brands such as Gordon’s, Captain Morgan and Smirnoff. There are also premium RTD options to encourage trade-up purchases and earlier this year new 250ml can formats for Tanqueray London Dry Gin (6.5% ABV) and Tanqueray Flor de Sevilla Distilled Gin (6.5% ABV) were introduced.

*Nielsen Scantrack L26wks to w/e 24.04.21

PLEASE DRINK RESPONSIBLY

Nielsen data L26wks to w/e 24.4.21, 2Nielsen data MAT to w/e 24.4.21

CORE IN YOUR STORE KEPAK

TOP PERFORMERS •Rustlers Quarter Pounder •Rustlers All Day Breakfast Sausage Muffin •Rustlers Southern Fried Chicken Sub •Rustlers BBQ Rib

Chilled ready meals

WHAT ARE THE OPPORTUNITIES? WORTH more than £1.9bn1, the chilled ready meals category holds a major presence in the chiller of convenience stores across the UK, meeting demand for hot, tasty and easy meal solutions for every occasion. Traditionally dominated by own label, and in spite of lockdown, branded chilled ready meals grew by 7.6%1 last year, as brands continued to innovate and offer shoppers a variety of new dishes to accompany the category staples.

WHY STOCK RUSTLERS PRODUCTS? RUSTLERS is going from strength to strength, worth £115.6m2 and experiencing double-digit growth year on year2. Following 21 years of sustained growth and record sales in 2020, Rustlers is one of the UK’s biggest FMCG brands. Positioned in food to go, meal for tonight or dual-sited in store, Rustlers acts as a beacon brand in the convenience chiller, selling more than two packs every second in the UK2. The brand works closely with convenience retailers to offer advice and practical support on areas including merchandising, recommended ranges and food-to-go solutions, with a dedicated trade website hosting free PoS downloads and planograms.

HOW CAN I GET THE MOST FROM THE CATEGORY? RUSTLERS advises optimising space for bestsellers with multiple facings to ensure products are in stock throughout the day – especially during peak consumption times. Retailers should also make it as easy as possible for shoppers to find products by siting PoS at fixture (order free PoS from kepaktrade.co.uk) and offer a range of products with prices to suit all budgets. Offering cross-category promotions at fixture and encouraging shoppers to trade up with ‘good, better, best’ options can also increase basket spend.

The Grocer Top Products Survey 2020 Nielsen 52 w/e 05.09.20, 2Nielsen Retail Measurement Service for the Micro-snacking category for the 52-week period ending 20.03.21, for the UK market (copyright © 2021 Nielsen)

In partnership with

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CORE IN YOUR STORE KP SNACKS

Bagged snacks

In partnership with

TOP PERFORMERS • McCoy’s • Hula Hoops • KP Nuts

WHAT ARE THE OPPORTUNITIES? BAGGED snacks remain a vital driver of growth within convenience and demand shows no sign of slowing. In the last six months, there has been almost 2.7 billion more snacking occasions than normal at home (31%)1, with crisps, snacks and nuts (CSN) continuing to perform ahead of other impulse snacking categories. CSN is good for business with shoppers choosing products to help enhance the in-home experience while having had to spend more time indoors. As lockdown restrictions continue to ease, food to go remains a scalable channel and important mission. Be ready, be brave, be curious and invest to build back the food-to-go category.

WHY SHOULD RETAILERS STOCK KP SNACKS? KP SNACKS has a balanced range, with formats to serve all shopper occasions and missions, and is a key player across all segments. The number-one CSN category driver is taste, KP Snacks is in the business of making greattasting snacks, across all snacking segments (crisps, snacks, nuts, popcorn), delivered in all formats (singles, multipacks, sharing), and up and down the value spectrum.

HOW CAN I GET THE MOST FROM THE CATEGORY RETAILERS can maximise performance by stocking a strong core that covers the top-selling lines which will deliver category growth and by blocking similar type products together so that it is easier for shoppers to find what they need. Seventy-nine per cent of shoppers like commonly purchased products merchandised next to each other2, so place crisps, snacks and nuts next to other categories that shoppers buy together most frequently (e.g. soft drinks). Retailers should make use of impactful branded display and PoS such as stackers and dump bins3 and use pricemarked packs and promotional offers to create value.

1 Kantar Usage panel 24 w/e 6 September 20 vs 24w/e average 52 w/e 22 March 21 – total food & drink snack occasions in home, 2 Mintel 2018, 3HIM 2018

CORE IN YOUR STORE PERFETTI VAN MELLE

TOP PERFORMERS •Mentos Pure Fresh Gum •Fruittella Juicy Chews •Chupa Chups lollipop wheel

WHAT ARE THE KEY OPPORTUNITIES IN CONFECTIONERY? FLAVOUR is key when it comes to refreshment, and a particularly strong USP for Mentos Pure Fresh Gum, which offers more than the traditional flavours. Fruit flavours are new and unconventional – they introduce alternative occasions and attract teenage and young adult shoppers by providing a point of difference and indulgent elements to refreshment. Sugar-free remains a key driver to bringing new shoppers into confectionery. As a leader in offering conscious choices, and the UK’s number-one ‘better for you’ manufacturer, Perfetti Van Melle (PVM) have a full range that can support the government-proposed HFSS guidelines of fewer than 150 calories per pack.

WHY SHOULD RETAILERS STOCK PVM PRODUCTS? PVM is one of the world’s largest manufacturers and distributors of confectionery and chewing gum, with products and brands that are enjoyed in more than 150 countries. Confectionery remains one of the top purchases in the independent channel. Over the past year, new demands for sugar confectionery have arisen and there is a need to bring a point of difference through innovation to stimulate growth. PVM’s mission is to increase the relevance of refreshment by providing retailers with great-quality sugar confectionery formats, at competitive prices, that respond to consumer needs. Earlier this year, PVM introduced a loyalty scheme whereby retailers can pick up free stock and points towards cash prizes every quarter.

HOW CAN RETAILERS WithGET the ongoing in sugar-free THEdemand MOST FROMline, it’s important for retailers to CONFECTIONERY? CONSIDER stocking a variety of flavours, textures and formats to offer choice in the leading brands – they provide peace of mind and always sell first. Add multi-site signage for standout fixtures that builds visibility in store. Shoppers respond well to crossmerchandising and clearly signposted sections in store and at the till that target specific occasions. With the ongoing demand in sugar-free lines, it’s important for retailers to include sugar-free products in their offering. Mints and gums are not exempt from the rise of the health-conscious consumer, so make sure to offer a wide range of these products to capitalise on the opportunity.

In partnership with

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Confectionery

CORE IN YOUR STORE SCHWARTZ

In partnership with

Recipe mixes

TOP PERFORMERS • Creamy Pepper Sauce • Cheese Sauce • Chilli con Carne

WHAT ARE THE OPPORTUNITIES? WITH sales exploding by 17% value in the past 12 months1, recipe mixes has been among the fastest-growing categories since Covid-19, with shoppers’ increased demand for these quick and easy meal solutions while helping to inspire and vary their weekly dishes. The category is worth £135m and the Schwartz range delivered £44m retail sales, with the top 10 representing 46% of the brand total sales1. Sales in impulse for recipe mixes increased by 41%1 with strong demand and focus on the core range a key driver of the growth.

N o.1 RECIP

E MIX BRAND IN THE UK *

Stock the range and make a packet!

WHY SHOULD RETAILERS STOCK SCHWARTZ? SCHWARTZ is the brand leader in recipe mixes (growing ahead of the category in value at 21%1). The entire range will move to a new recyclable pack format in 2021, alongside a new pack design, making it even easier for consumers in the meal-time selection, as well as feeling better about reducing the amount of waste that goes to landfill. The brand continues to drive growth with new products tapping into new changing consumer eating occasions (One Pan, Wrap It, Wok It), delivering improved convenience and great taste, the two key needs of consumers in this category.

Stock recipe mixes from the market leader...

✔

+21%

YOY SCHWARTZ MIXES *

✔

32% OF ALL CATEGORY SALES*

✔

+41%

YOY* SALES IN IMPULSE

HOW CAN RETAILERS DRIVE RECIPE MIX SALES?

46% of Schwartz sales come from our Top 10

*Nielsen Jan 21

HAVING the key popular core lines (top 10 representing 46% of the category sales) and at eye level is key for this planned purchase. Group by segment and usage (recipe mixes, pour overs, bags), but then by brand so shoppers can find choice and alternatives. Offer meal solutions using PoS or display, cross-category features with other key ingredients to boost sales and basket size. List new products and more sophisticated flavours to drive repertoire and appeal to younger families.

visit www.schwartz.co.uk/get-in-touch

10321 Retail Express Schwartz Sauce range v2.indd 1

Nielsen Jan 21

17/05/2021 16:13

CORE IN YOUR STORE WARBURTONS

TOP PERFORMERS •Warburtons Toastie 800g •Warburtons 6 Crumpets •Warburtons 6 White Rolls

29 JUNE-12 JULY 2021 betterRetailing.com

In partnership with

Wrapped bakery

WHAT ARE THE OPPORTUNITIES? BAKERY is the number-one destination category driving footfall into convenience stores1. Wrapped bread plays an important role in the category as a highly planned purchase that shoppers don’t want to run out of2. The biggest opportunity to drive incremental category sales lies in other wrapped bakery (OWB), which fuels the most growth in the category3. Sectors including bagels, crumpets and rolls are impulse driven and fit with the nature of the impulse channel2. The channel is generally underrepresented in OWB compared with the rest of the market4, highlighting the opportunity for retailers to expand their range in line with future growth drivers.

WHY SHOULD RETAILERS STOCK WARBURTONS? BAKERY is the biggest footfall driver to convenience stores1, where shoppers are looking for fresh quality products, for a variety of meal occasions. Wrapped bakery is highly impulsive and expandable, and is fuelling category growth3. Warburtons is the UK’s number-one brand in total wrapped bakery1, offering the bestselling bread, crumpets, rolls, and the largest range of OWB3. Warburtons’ recommended core range, which is always freshly baked and delivered direct to store, along with bespoke category advice and a revamp of its price-marked packs (PMPs), will ensure that retailers satisfy shopper needs, driving basket spend and increased frequency.

No. 1 BAKERY

BRAND 1

HOW CAN RETAILERS GROW WRAPPED? THROUGH range and display. Ensure you have the right product mix with representation across key sectors such as white and wholemeal bread, but also expand space and range to key future growth areas such as bakery snacks, bagels, wraps, teacakes and rolls. Make your fixture as easy as possible to navigate by merchandising by product type and using well-known brand blocking. Use off-fixture display around your store and by your tills for those impulsive sectors to help drive those incremental category sales.

Lumina Convenience Tracking Programme November 2020 – March 2021, 2Shopper Intelligence, 2020, 3 Based on NielsenIIQ RMS Data for the Total Wrapped Bakery Category, for the 52-week period ending 27.03.2021, for the UK Total Market incl Discounters, Value Sales

800g Toastie

Rolls

Number 1 Bread SKU in the Market1

Number 1 Brand in Wrapped Rolls and White Rolls1

Crumpets Number 1 Crumpet Brand1

CORE IN YOUR STORE WESTONS CIDER

In partnership with

Cider HWV_RetailExpress_172x240mm.pdf

12/05/2021

TOP PERFORMERS

14:24

• Henry Westons Vintage • Henry Westons Cloudy Vintage • Henry Westons Vintage Rosé

WHAT ARE THE OPPORTUNITIES? THIS year’s Westons Cider Report revealed that the offtrade cider category is now worth £1.3bn1. Premiumisation continues to drive the category forward and crafted cider is performing particularly strongly, up by 48.7%1. These higher-value, traditional ciders continue to drive trade-up, and have become especially important over the past year as consumers looked to authentic, heritage brands to deliver high-quality serves at home. Convenience sales grew by 19% in 2020 – ahead of the 17.9% growth in the total grocery market1 – presenting retailers with an opportunity to drive further growth by flexing their ranges according to changing consumer behaviour.

SPACE FOR ADVERT C

WHY SHOULD RETAILERS STOCK WESTONS CIDER?

THE Henry Westons brand is the largest glass bottled cider in the UK – worth £64.4m in total retail, up by 37.8% year on year2 – and its continued popularity highlights the growing appetite for premium, traditional ciders. That’s why, last year, Westons Cider expanded its brand to include three new varieties: Henry Westons Vintage Rosé, Henry Westons Cloudy Vintage, and Henry Westons Organic Cider. By continuing to diversify, Westons Cider is providing retailers with authentic, premium and highquality choices in popular cider sub-categories, which will help them to boost overall sales.

CMY

HOW CAN RETAILERS GET THE MOST FROM CIDER? IN the current climate, retailers need to make bestsellers, such as Henry Westons Vintage, their biggest priority and focus on stocking more premium products to drive higher value sales. Independent retailers should weight stock in line with the overall cider market to maximise sales, with apple and fruit ciders, accounting for 60% and 35% of total off-trade sales, respectively, taking priority. Bestsellers should also be placed at shopper eye level to draw attention and encourage trade up.

IRI 52w/e 2 Jan 2021, 2IRI 52 w/c 24 April 2021

cider

CATEGORY ADVICE WATER

29 JUNE-12 JULY 2021 betterRetailing.com

WATER YOU NEED TO KNOW This summer is tipped to be a sociable one with restrictions easing. CHARLES WHITTING explores what retailers can do to meet demand and grow sales

MAKING THE MOST OF WATER DEMANDS SUMMER is here and the temperature is rising. With more people able to get out and about, the demand for bottled water is set to change once again. Its popularity is already considerable. According to Buxton, water is the biggest segment in the soft drinks category, accounting for 26% of all soft drinks volume sales. During the pandemic, athome consumption grew considerably at the expense of onthe-go purchases. Jacob Hall,

category manager at Danone Waters, now believes smaller bottle sizes could see a return to popularity. “Segments in strongest growth are those with a strong bias for at-home consumption, with mixers and squash growing at 49% and 26%, respectively,” he says. “Segments with a stronger bias for onthe-go consumption (readyto-drinks, water) have seen declines. However, with the possibility of social distanc-

ing measures easing, there is an anticipation for these highlighted on-the-go products to see a resurgence in growth.” Bottled water is a weekly staple, but also a highly impulsive purchase, so look to stock water around the store. Most retailers put larger 1.5l bottles on ambient shelves, but smaller bottles in the fridge. This is especially important in the summer months, when a cold bottle of water becomes not just appealing, but neces-

sary for some customers. “Secondary displays will help to keep your soft drinks offering front-of-mind for customers, while also reinforcing healthy hydration habits. “With 37% of shoppers purchasing soft drinks impulsively, secondary displays help drive visibility and prompt shoppers to purchase as they journey around stores,” says Severine Hemms, shopper marketing manager at Nestlé Waters.

CATEGORY ADVICE WATER

THE GROWING IMPORTANCE OF RECYCLING THE sustainability trend is sweeping all categories, with 77% of UK consumers saying they try to act in ways that will not harm the environment. The choice about buying bottled water is no exception. With customers increasingly concerned about single-use plastics, suppliers have been working to ensure that the bottles they use are greener than ever – whether they’ve been

made from recycled plastics, are recyclable themselves or, preferably, both. “Within the convenience sector, we generally see a large proportion of impulse purchase for on-the-go consumptions. So, sales of bottled water made from greener packaging, such as recycled rPET, are a must-stock, as consumers want to feel like they’re making the most con-

scious choice available to them,” says Warren Plaskett, head of marketing for Nestlé Waters UK. Retailers who stock them should take advantage of any recycling promotions or merchandising provided by suppliers that will make their bottled water ranges more appealing to environmentally concerned customers. “When merchandising their

what are brands doing? water range, retailers should ensure formats with a smaller environmental impact – such as those made from recycled plastics (rPET) – are displayed in prominent positions, either at the end of aisles outside the chiller or as part of larger displays within chilled sections,” says Plaskett. He also advises offering visible recycling bins on the shop floor to highlight your recycling intentions.

Buxton is committed to achieving 100% rPET across all lines by the end of 2021. In September 2020, Buxton announced its partnership with waste management business Biffa to make all its bottles from recycled plastic bottles collected in the UK. Buxton released a new greener 8x50cl pack, which contains bottles made from 100% rPET and is encased in film made from 50% recycled material. It will be available to independent retailers in September. Evian has partnered with Hubbub to support #Intheloop, a collaborative campaign to encourage on-the-go recycling in key locations and events, including Wimbledon. Fifty colourful new recycling bins in the London Borough of Merton have been set up to make things easier for people to recycle, with Evian pledging to make all its plastic bottles from 100% recycled plastic by 2025. In 2020, Evian UK launched its first range of bottles made from 100% recycled plastic available in 75cl and 1.5l bottles. In 2020, Coca-Cola Europacific Partners (CCEP) moved its Smartwater range – including 600ml and 850ml packs – into bottles made from 100% recycled plastic. “This year, we will continue to tap into growing shopper appetite for products that use recycled materials. This will involve using bold messaging on pack to highlight our 100% recyclable, 100% recycled credentials, and to drive standout on-shelf,” says Amy Burgess, senior trade communications manager at CCEP.

Discover the

natural taste M239626

Available in

STOCK UP NOW!

*Bottles and caps are 100% recyclable. The Buxton Still Water 50cl bottles in this pack are made from 100% recycled PET plastic, excluding caps and labels. Water contributes to the maintenance of normal physical and cognitive function and normal regulation of body temperature. At least 2L of water, from all sources, should be consumed per day, as part of a healthy diet and lifestyle. ® Reg. Trademark used in agreement with the Trademark Owner.

29 JUNE-12 JULY 2021 betterRetailing.com

RETAILER

HEALTH CONSIDERATIONS

VIEWS

Rani Kaur, Little Village Store, Coven, Wolverhampton “WE sell quite a bit of bottled water in singles – small and large – multipacks and flavoured water as well. But plain water tends to sell better. We keep all the smaller bottles chilled and the larger bottles go on the shelf. If we have a hot day, we do sell more.”

Gunel Zaidova, One Stop Town End, Sheffield “WE sell cases of 500ml bottles and I find that they sell quite well. We do a two-for-£1.50 offer and I also now have a fridge full of sparkling water that’s proving popular, but it depends on the weather quite a lot.”

Devlatta Patel, Goodnews Newsagent, Eastbourne, East Sussex “WE sell less of the 2.5l big bottles, but sometimes people will ask for the whole pallet. We sell more small bottles for on the go. Some customers are asking for water in glass bottles, but we’ve not found the right brand yet.”

key consumer trends Sparkling water Sparkling water has seen 5.4% growth in sales, “fuelled in part by the popularity of sparkling water above other beverages as part of the healthy meal occasion”, according to Nestlé Waters’ Hemms. Larger on-the-go packs “Shoppers are looking for larger on-the-go packs for increased practicality,” says CCEP’s Burgess. “Sixteen pervcent of on-the-go water shoppers go as far as to say that they would only purchase larger packs. Recruiting more of these shoppers is an opportunity in itself, and encouraging others to switch up will deliver value gains.” Multipacks “Multipacks outperformed the bottled water category by 2.2% in 2020 and now account for almost half of the total plain water category,” says Nestlé’s Plaskett. “With this new era of flexi-working and increased working from home, it is forecast that a good proportion of this growth is set to be retained even after lockdown restrictions ease.”

THE pandemic has accelerated a growing trend among people to live, eat and drink more healthily. However, while 57% of consumers are thinking about changing to a healthier diet, 62% of people aren’t yet drinking the recommended two litres of water per day. For retailers, this offers an opportunity to highlight the impor-

tance of hydration to a healthy lifestyle, as well as promoting the health benefits of the mineral waters that they are stocking. The importance of hydration is particularly apparent during the summer months, but it is something retailers can push all year round. “Recent research has

revealed that the most important considerations for consumers when choosing naturally sourced waters include taste, naturality and health. Retailers should therefore look to offer natural mineral water products that can leverage this growth opportunity,” says Nestlé Waters’ Severine Hemms.

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29 JUNE-12 JULY 2021 betterRetailing.com

‘A GRASS-LOOK FIELD HAS BEEN LAID OUT’ Summer is upon us and, to make the most of it, retailers need to bring certain products to the front of the store. The RETAIL EXPRESS team finds out how retailers are changing their store layout to boost sales

Do many retailers put snack sharing bags with drinks as a promotion during the summer? Does that work? – David Sellers, owner of Nisa stores in Hull, Sheffield and Leeds

Jeet Bansi Meon Vale Londis, Warwickshire

“WE have fridges that are constantly changing according to the seasons and the weather. At the moment, we’ve brought everything that you would need for a summer barbecue – salads, coleslaw and dips, barbecue meats and cold water – to the front. Those are the lines in demand. We have condiments running across the top of the fridges to highlight barbecue offers. With the Euros under way, we’ve got beer deals on near the front so people know they can take them home and share them with their friends during the game. “It’s important to review what customers see because otherwise they switch off. It’s got to be relevant to the season. We’ve got gardening items outside as well. Things such as barbecue cleaners, screen washers and plant seeds, as well as barbecue coal and lighters. If you’ve got three fridges, just moving the items into the middle fridge can make a huge difference.”

AJ Singh Premier, Morley, Leeds

“WE’RE trying to push our big beer packs, so we’ve created a big stack of them at the front. We’re doing some promotions with Coca-Cola and Heineken for the football as well. We’ve brought the barbecue essentials to the front of the store and also the local bakery products – things such as barbecue buns will be a great incremental seller. “We also put the self-serve ice cream machine – for things like Mr Whippy – at the front of the store and that’s doing really well at the moment. It’s part of our dessert bar. It’s been a tough time for our community, so we’re trying to be positive and bring some joy by doing a few different things. “We’re installing a new US section with machines from Jolly Rancher and Hershey’s, and we’re going to have a big opening night with an American smoker outside doing barbecue ribs and other foods.”

Uman Appal One Stop Mount Nod, Coventry

“I’VE gotten very into store theatre. We are the only store in the country that has installed a Coca-Cola-branded soccer pitch at the front of our store. “Right in front of my counter, a 4x3m grass-look �ield has been laid out, with products stacked in a 4-4-2 formation. It really draws the customers in and gets them talking. We’ve got multipacks of �izzy drinks, beer, crisps, burger buns and barbecue displays within the �ield, along with bunting and everything else. I have seen the correlation between the efforts we’ve put in and the basket spend and people picking up promoted items. They’re all sharing sizes – 24-packs of CocaCola and 18-packs of Fanta. And we’ve sold out twice on those products. People are making multiple purchases – 48 bags of crisps and two boxes of Coca-Cola at a time. It gives the customer the chance to buy in volume and save some money.”

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