Retail Express - 30 January 2024

Incoming National Lottery operator Allwyn promises new scratchcard games, improved terminals and more reps for local shops, as it pledges…

‘WE WANT TO GROW RETAIL’ P3

30 JANUARY-12 FEBRUARY 2024 STRICTLY FOR TRADE USERS ONLY

RANGE

NEW

FLAVOURS AS THEY SHOULD

TASTE Available at Vapermarket.co.uk Contact your local BAT Representative Vuse e-cigarettes contain nicotine which is addictive.

Dispose of responsibly.

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

VAPE REGULATION

IN-STORE SERVICES

STORE ADVICE

Find out how Imperial Tobacco is backing independents ahead of ‘imminent’ vape laws

Post Office suffers blow as it loses out to PayPoint in DVLA contract bid

Three ways to keep spend up as shoppers continue to keep budgets tight

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SPRING SALES ARE IN THE AIR

Retailers share how they are preparing to give confectionery a push this year ICE CATEGORY ADV ERY SPRING CONFECTION

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SWEETEN SALES THIS SPRING

30 JANUARY-12 FEBRUARY 2024 STRICTLY FOR TRADE USERS ONLY

rs finds what retaile SHYAMA LAXMAN age of the biggest can do to take advant tionery this year season for confec

IONERY WHAT IS CONFECT ENCE? WORTH IN CONVENI

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Incoming National Lottery operator Allwyn promises new scratchcard games, improved terminals and more reps for local shops, as it pledges…

RETAILER

VIEW

Bobby Singh, & BB Nevison Superstore Post Office, West Yorkshire PoS, gone into designing “There’s a lot of creativity If your store is impacted store. position your so use them in your then strategically

by HFSS regulation, factor should work for itself. products. The impulsewhat other retailers are doing. If see Look around and implement similar then you need to you feel ‘wowed’, At the end of the day, it’s all about things in your store. Think from the customer’s point customer experience. of view.”

‘WE WANT TO GROW RETAIL’ P3

VAPE REGULATION

IN-STORE SERVICES

STORE ADVICE

Find out how Imperial Tobacco is backing independents ahead of ‘imminent’ vape laws

Post Office suffers blow as it loses out to PayPoint in DVLA contract bid

Three ways to keep spend up as shoppers continue to keep budgets tight

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P4

BACK PAGE

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our say

Megan Humphrey, editor

Vape laws loom, but keep calm and carry on THE words on everyone’s lips right now are ‘vape regulation’. I met Imperial Tobacco’s head of corporate and legal affairs UK and Ireland, Lindsay Mennell Keating, last week to discuss how the company is supporting retailers in light of imminent government legislation that is predicted to shake things up.

Despite the surge in popularity for the category, there hasn’t been any new regulation for seven years. The government made it clear last year that it wanted to crack down on the sale of vapes to youths, and opened a consultation in response.

Although Mennell Keating confirmed Imperial was in fierce opposition of a generational tobacco ban, the company is in favour of reforming vape flavour names and banning packaging that appeals to under-18s, as well as tougher deterrents to flouting the rules.

Draft regulations are expected to come quickly after the consultation report is revealed, and she told retailers it IT’S ‘BUSINESS was “business as usual” for now.

AS USUAL’ Understandably, there is a lot of concern about the impact FOR NOW potential new laws could have on vape sales, which are vital to the survival of many stores.

Over the past few months, Imperial has been meeting MPs to highlight the need to prioritise independents in whatever decisions are made, and have been taking MPs to stores to speak with them directly.

Although everyone is waiting with bated breath, Mennell Keating advised stores to comply with existing legislation, so they are prepared to react when they are required to.

The five biggest stories this fortnight 01

Imperial backs indies ahead of ‘imminent’ vape laws

MEGAN HUMPHREY

IMPERIAL Tobacco is working “closely” with government ahead of new vape regulation, ensuring MPs are educated on the importance of the category to independent retailers.

New legislation is expected “imminently”, in response to its consultation, launched last year to restrict the sale of vapes.

Imperial has already con�irmed it is in favour of reforming vape �lavour names and banning packaging that deliberately appeals to under-18s, and the use of �ixed penalty notices and the introduction of a retailer licensing scheme, as stronger deterrents. However, the supplier is opposed to a generational smoking ban and outright ban on disposable vapes.

Imperial’s head of cor-

porate and legal affairs UK and Ireland, Lindsay Mennell Keating, told Retail Express: “We are talking to MPs to make them aware of how much illicit trade is already a problem in their constituencies, and a ban would only exacerbate that problem.”

Rumours of a potential vape tax have also been rife

To read the full interview, go to betterretailing.com and search ‘Imperial’

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PO overhaul

VOICE of the Postmaster (VotP) is demanding a complete overhaul of the Post Of�ice (PO) as the “only way” the �irm can move forward.

The group was formed in 2022, and has more than 500 retailer members. The comments follow two weeks of

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C-store demand

public outrage sparked by DEMAND for convenience ITV drama Mr Bates vs The stores is expected to continue Post Of�ice. outstripping supply this year, Demands include com- according to property experts pensation payouts “as soon Christie & Co. as possible”, and the �irst The company’s latest annual real-terms remuneration rise report recorded a 31% uplift for current subpostmasters in aggregate offers compared since 2015. with last year, and instruction

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Little Moons trial

ICE cream supplier Little Moons is set to roll out branded freezers across independent retail.

Marketing director Ross Farquhar said the move is part of wider ambitions to double the amount of equipment in

shops this year.

“We trialled freezers in a small number of independent retailers last year,” he said.

“Initial results have been promising, so we are looking at different formats of freezer to meet different needs.”

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

viewings were up by 17%.

Retail managing director Steve Rodell said: “Long-term demand remains on an upward trajectory.

“It’s clear retailers are able to grow their top-line turnover to combat economic pressures.”

For the full story, go to betterretailing.com and search ‘Christie & Co’

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

Audit Bureau of Circulations July 2022 to June 2023 average net circulation per issue

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Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

in recent weeks, fuelling concerns. Mennell Keating con�irmed Imperial supports excise duty, but stressed it needs to be “proportionate and volume based”, and “crucially has to be lower than the rate of tobacco products”, so it “can continue be an attractive, affordable alternative for adult smokers”.

05

New energy rights

ENERGY regulator Ofgem has outlined plans to expand the support the energy ombudsman provides to include a wider range of businesses.

Currently, the ombudsman can only help businesses that meet Ofgem’s micro-

business de�inition, but the proposals would expand that to businesses with up to 50 employees.

The ACS described the proposals “as an important step toward better protections for local shops”.

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30 JANUARY-12 FEBRUARY 2024 betterretailing.com

megan.humphrey@newtrade.co.uk 07597 588972

Allwyn reinforces ‘retail growth’ ambition MEGAN HUMPHREY ALLWYN has revealed how it plans to “grow retail” this year, as it takes over as National Lottery operator.

The �irm intends to introduce new scratchcard games, improve terminals, increase its �ield sales team and revamp dispensers.

The Czech company will begin operating the service on 1 February, ending Camelot’s 28-year reign.

Just before the go-live date, retail director Alex Green sat down exclusively with Retail Express to reinforce the importance of “physical retail” in the company’s plans to grow its estate.

Earlier this month, Allwyn revealed 97% of independent retailers completed the retailer transfer agreement to continue operating the National Lottery.

The takeover Allwyn said welcome packs containing a new players’ guide, a retail operations manual and a retailer charter were sent to stores on 26 January.

“They will begin receiving [welcome packs] on the licensed start date,” con�irmed Green. “They will also receive new point of sale, with messaging about good causes, that can be put on Playstations.”

Green went on to state that system updates were to be carried out during the

night of 31 January, and the morning of 1 February. He said “there might be a slight delay in terms of terminals coming on board”, but was “not expecting anything major”.

When asked what retailers should expect at the time of the takeover, Green said: “On the �irst day, it’ll be business as usual. Retailers should be able to sell National Lottery products as usual, and we expect minimal disruption.”

Improvements However, from then, stores should anticipate changes, including a permanent change to point of sale.

Retailers have also begun seeing new scratchcard games on the market, beginning eight weeks ago.

Green revealed more games will “start to come in once a month”, as Allwyn’s desire is to “reposition the category to generate new players”.

In recent months, Allwyn has been working closely with retailers to design an illuminated scratchcard dispenser. “It will draw people in,” said Green. “You can see prices and the names of the scratchcards clearly, and I know players will be attracted to it.”

Allwyn is also set to increase the size of its �ield sales team by more than 50%, from 100 to 155 reps by spring.

When asked how this would affect stores, Green

The proposed Generational Smoking Ban will affect you and your business

said: “The bene�it to retailers is that they will be able to see their reps more.”

“We want to ensure we are supporting them to sell as many National Lottery products as possible. We want this to be a clear signal to retailers that we are investing in them.”

Last October, Allwyn’s group chief executive, Robert Chvátal, predicted the company would fall short on promises made in its application to roll out 40,000 new terminals.

When asked to provide an update on the expected timeline, Green explained: “We need to make sure this is done in a way that’s right for the players. The ambition is to start that process towards the end of this year.

“It will be phased and take some time. We are as keen to replace them, as much as retailers want them.”

Despite not providing an exact date, Green outlined some of the changes that have been made to terminals. “It is far more sophisticated than the current version,” he said. “This is good from a retailer’s point of view, and will help with things like training. The reporting element will also be far more sophisticated.”

Green also revealed the company’s ambition is to have media screens with “content tailored to local communities”.

He also con�irmed the terminals will not take up any more space on counters, as

03

GOOD WEEK BEER KEGS: Independent retailer Vas Vekaria has been named a winner of a competition by AB InBev, for selling more than 2,000 barrels of PerfectDraft mini beer kegs at Christmas. The owner of Kegs ’n’ Blades in Bolton was one of five winners, and received a cash prize for driving the highest growth of customers in his area.

For the full story, go to betterretailing.com and search ‘AB InBev’ BREAD: Wholesaler Coultons is expanding its coverage of convenience stores to North Wales and Derbyshire, following investment in its delivery fleet. The company serves the majority of retailers in England, through its four depots based in Liverpool, Manchester, Bradford and Gateshead.

Playstation PoS rolled out in ‘welcome packs’ sent to stores on 26 January

this is something “we were always conscious of, due to this being premium space – even more so now, with competing categories”.

Post Of�ice Last February, the Post Of�ice (PO) announced it would be ending its current contract with Camelot on 31 January 2024, forcing postmasters to strike up their own relationship with the operator.

“This was unexpected,” said Green. “We’ve been working with our postmasters to effectively contract with them, and that’s been successful.”

The move will also see postmasters receive an increase in sales commission.

“Central PO takes a cut of the sales commission. Now, on draw-based games, commission will go from 4% to 5%, and from 5% to 6% on scratchcards,” said Green.

“We’ve also got further incentives coming up.”

Dispelling myths Since it was announced Allwyn would be taking over the service, some retailers have expressed concerns over its “digital-�irst approach”.

However, Green said messaging has been “misconstrued”, and Allwyn intends to “use technology to better facilitate retail”.

He added: “We intend to grow retail, and there are multiple different ways that we could do that. Right now, we can’t do everything, so it’s about prioritisation. There are big opportunities for retailers coming up that will have a big impact on sales, and return to good causes.

“It isn’t going to happen at the �lick of a switch, but we will start to build towards it this year, and just ask for a little bit of patience.”

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

BAD WEEK DIAGEO: The alcohol company is to cease supply to convenience wholesalers unable to meet strict new ordering criteria, including an annual minimum order value of £2m. Communication was sent to wholesalers last week, informing them that the restrictions would be put in place from 1 April. It means retailers may not be able to access core lines, including Guinness, Baileys, Smirnoff, Tanqueray, Captain Morgan and Johnnie Walker.

For the full story, go to betterretailing.com and search ‘Diageo’ MENZIES: Hundreds of jobs are to be cut at Menzies Parcels, but parent company Menzies Distribution promised there will be no impact on news deliveries.

The move comes after two years of “significant losses” by Menzies Parcels.

The UK government has proposed new tobacco legislation that would ban future generations of adults from ever legally being sold tobacco products.

“It’s difficult to see how this proposed tobacco ban would be properly enforced. It’s a deeply impractical law.”

The legislation is currently being drafted and if approved, will affect all retailers that sell tobacco products in the UK.

“I have no doubt that this ban would simply hand more of the UK tobacco market into the hands of criminals.”

Retailers have expressed concerns around enforcement of the law, its impact on illicit trade and the threat of increased violence towards shopkeepers.

Atul Sodha, Londis Harefield

Nishi Patel, Londis Bexley Park “It’s fair to say that the proposed ban would highly likely drive a further increase in threatening behaviour against retailers.”

Paul Cheema, Malcolm’s Convenience and Forecourt

THERE IS STILL TIME FOR YOUR VOICE TO BE HEARD. Speak to your local MP now. Find yours here A DV E R T I SE M E N T F E AT U R E F RO M J T I

NEWS

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30 JANUARY-12 FEBRUARY 2024 betterretailing.com

PayPoint secures DVLA contract MEGAN HUMPHREY

PAYPOINT has won a contract to issue international driving permits in its partnered stores, taking the service away from Post Office (PO) branches.

Last week, PayPoint confirmed it had been awarded the Driver & Vehicle Licensing Agency (DVLA) contract.

The multi-year agreement will see the service move

from the PO to PayPoint from 1 April 2024.

PayPoint chief executive Nick Wiles said the move adds “to the growing number of central government services that we operate across our extensive retailer partner network”.

He added: “This is positive news for customers as we maintain access to another vital service at the heart of communities across the UK.”

An international driving permit allows a person to drive in more than 140 countries, including United Arab Emirates and Turkey, where a UK driving licence may not be enough by itself. A total of 300,000 are issued each year.

Both companies confirmed to Retail Express in August last year that they had entered a tender process to determine which would get to offer the service.

The news will come as a blow for postmasters, who will now lose the right to offer the services to their communities.

Messages were first sent to postmasters last May explaining that ongoing negotiations since autumn 2022 had failed to reach an agreement over fair remuneration for transactions, and a 12-month extension had been given in the meantime.

INDEPENDENT retailers can now get their hands on a newly designed, standalone drinks machine dispensing Calippo slush, offering margins of over 75%.

With the capability to dispense two flavours, the unit is 1.96 metres tall, 56cm wide, and 87cm deep. Supplier Polar Krush Group’s chief executive, Simon Hewitson, revealed a launch offer in a bid to attract interest.

This includes a £199-permonth lease, free stock worth up to £10,190 in sales, up to 3,455 free drinks, five-year full service, and free delivery and installation.

Putting retail at the heart of the Licence transition There are exciting times to look forward to with the start of the next Licence fast approaching on 1st February 2024.

We have lots of special events and campaigns planned to help drive your sales and returns to Good Causes.

EUROMILLIONS® £110M Super Jackpot Event Friday 26th January Certificated interactive e-learning* launches on the Retail Training Centre

January 2024

of the Fourth Licence 1st February

February 2024

March 2024

PREMIUM-FROZEN-READYMEAL supplier Cook has announced plans to roll out new freezers with built-in displays and vending machines across stores this year.

In its latest results published this month, the company revealed a trial of a freezer with a built-in video display advertising its products at Bourne Valley Garden Centre, stating “we hope to roll [it]

LOTTO £15M Must Be Won Event Saturday 2nd March

Black Pearl Scratchcard campaign

MORE local shops in London are benefitting from support to make healthier options a bigger sales driver.

The Good Food Plan initiative, created by former Budgens director Stephanie Rice, suggests healthier lines are proven to drive sales, in part-

Look out for your Welcome Box Follow the instructions inside on arrival

Thank you for your continued support as a National Lottery retailer and the role you play in raising £30 million every week for Good Causes across the UK. *Independent stores only.

992501 TNL Joint Comms Lottie v3 RExpress 240x172.indd 1

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

out in the year ahead”.

Cook distributed 489 freezers for the year ending 31 March 2023.

Healthier support

Good Causes Open Week 9th - 17th March

From 27th January

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

COOK READY FOR MORE SHOPS

January Scratchcard Closure 29th January

First Day

Calippo slush unit

17/01/2024 11:26

nership with Bestway.

A statement by Rice confirmed partnerships were in place in Greenwich, Kensington & Chelsea, Richmond, Lambeth, Tower Hamlets, Croydon, Barking & Dagenham, Newham and the Greater London authority.

PRODUCTS

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Cadbury’s retro packaging PRIYA KHAIRA IN celebration of Cadbury’s 200th anniversary, the company will be engaging in a range of activities and promotions, including introducing retro packaging.

The 180g limited-edition Cadbury Dairy Milk bars, alongside 95g price-marked packs (PMP), will be sold in seven different collectable packaging designs, dating as far back as 1915.

The brand has also launched a TV advert, ‘Generations of generosity’.

The advert follows the story of a Cadbury Dairy Milk being bought by a little girl 200 years ago, and ends in today’s era.

To mark this anniversary, Cadbury is also partnering with Alzheimer’s Research UK, donating £200,000 to support the dementia research charity.

Bryony Tate, Cadbury brand manager at Mondelez International, said: “We’re really looking forward to celebrating 200 years of Cadbury belonging to our nation this year.

“The British public has played such an important role in our history and we’re proud to celebrate being yours.

“We hope that the launch of our limited-edition Cadbury Dairy Milk packaging will bring a smile to people’s faces.”

THE Hershey Company has announced that Reese’s will have a television spot during the ‘Big Game’ on Sunday 11 February.

The 30-second commercial, produced by Erich & Kallman, plays on the passion that fans have for supporting their favourite teams, and for Reese’s Cups.

The brand will also be

providing fans with a range of activities with strategic partners leading up to the game.

Ryan Riess, vice president, creative & brand strategy, at The Hershey Company, said: “Reese’s has a fervent fan base who are as emotionally invested in our Reese’s chocolate as the fan bases of the Big Game.”

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

Monster Energy rolls out X Games promo COCA-COLA Europaci�ic Partners (CCEP) has launched a new X Games experience promotion for its Monster Energy brand.

The X Games has grown to be one of the world’s biggest extreme sports competitions.

Live now until the end of April, the new X Games promotion features Monster Original and Monster Zero Sugar and is designed to to drive maximum engagement with shoppers.

Customers can scan QR codes on in-store promotional materials or enter online at monsterenergy. com/xgames for a chance to win a VIP trip to the Summer

X Games in the USA. Convenience retailers can request PoS materials and digital assets from my.ccep. com and also enter a Monster merchandise competition on the salessupercharged. co.uk website until the end of March.

MONDELEZ International has introduced its ‘Win a Weekend in Their Boots’ campaign.

The campaign gives winners the chance to grab an all-inclusive experience including VIP matchday tickets, travel, hotel stay, pitch-side access and a stadium tour.

Shoppers can pick up a participating Cadbury product, enter the barcode and batch code on the Cadbury FC competition site, select their preferred participating club and immediately be entered into the prize draw.

Participating clubs for Win a Weekend in Their Boots are Arsenal, Chelsea, Leeds United, Liverpool, Manchester United and Tottenham

Hotspur.

Chris Parker, brand manager for Cadbury at Mondelez International, said: “Win a Weekend in Their Boots in 2024 will help further increase the impact and excitement around our Cadbury FC partnerships.”

BEEFEATER 24 has unveiled a new look for its bottle design.

The new design has improved sustainability credentials, with a 90% plastic reduction on the closure and back label as well as a 30% aluminium and a 22% glass reduction.

Murielle Dessenis, global VP marketing gins at Pernod Ricard, said: “Beefeater 24 is the super-premium expression of our world’s mostawarded gin, Beefeater London Dry, and we are proud to be offering our consumers our award-winning liquid in a new, modern design to enjoy during high-energy moments of conviviality.

“The new Beefeater 24

pack captures the energy of our heart and home in London, and, most importantly, takes us one step further on our sustainability journey.”

Mondelez kicks off Reese’s secures prime Oreo partners Pacad spot at Super Bowl Man on gaming promo football campaign OREO has teamed up with Pac-Man with the release of six Oreo Pac-Man cookies, complete with special-edition packaging.

Each cookie is inspired by the Pac-Man game. Customers can scan each cookie to unlock exclusive gaming experiences or enter the barcode from any participating pack to try to win prizes.

Perrine Pierrard-Willaey, marketing director for Europe at Oreo, said: “At

Oreo, we’re always looking for new ways to add a twist to the way we snack and play, which is why we’re launching the latest in a line of groundbreaking partnerships. We’ve previously collaborated with worldrenowned brands like Xbox and Batman.

“We hope this activity helps cookie and gaming fans to chase playfulness as they take part in this nostalgic gaming experience.”

Mars adds Maltesers Global Brands launches RTD range to ice cream range MARS Chocolate Drinks & Treats has expanded its range of Mars branded ice cream with the launch of Maltesers Ice Cream bar.

Both multipacks and single impulse bars are available now in convenience and wholesale channels. Multipacks have an RRP of £2.50, while a single bar has an RRP of £2.

Maltesers Ice Cream bar combines malt �lavoured ice cream, scattered with mini Maltesers honeycomb pips.

Michelle Frost, general manager at Mars Chocolate Drinks & Treats, said: “Our range of branded ice cream bars has continued to grow in popularity, particularly sold as take-home multipacks.

“Coupled with the popularity of the Maltesers brand, we see a great opportunity to appeal to ice cream and confectionery fans alike with the launch of Maltesers Ice Cream bar in 2024.”

GLOBAL Brands has launched a premium range of 8.4% ABV cocktails named be. cocktails.

The range includes Passion Fruit Martini, Pina Colada and Strawberry Daiquiri.

They will be sold alongside a pre-shaken Margarita and a sparkling Paloma.

The launch is supported with a marketing campaign split across PR, digital and

social media platforms.

Marketing director at Global Brands Matthew Bulcroft said: “We have the infrastructure in place to do it well and at scale.

“We’ve invested over a year developing be. cocktails and during that time we’ve been able to bring together all the best qualities a cocktail should have into one can, using industry insight.”

Sustainable new look for Beefeater 24

KELL_14_572 Coco Pops Chocos Fullpage PMP Advert 260x339mm Jan 24 HIGH RES.pdf

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£6.3M value

sales in 2023*

CAN YOU handle the © 2024 Kellanova. *Circana EPOS data, Total Market, CYTD 2nd December 2023. Pricing is at the sole discretion of the retailer.

PRODUCTS

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Hancocks’ Mother’s Day range PRIYA KHAIRA HANCOCKS has revealed a 2024 Mother’s Day range.

The range includes a selection of gifting options, including chocolate boxes, Bonds Pun Boxes and pick ‘n’ mix cups.

Bestselling products from the range include Hearts & Kisses, Love You More Than Pizza, One In A Melon, Eggstra Special, Shrimply The Best and Turtley Love You Pun Boxes.

The Bonds Pick ‘n’ Mix Set retails for £3.50 and includes Teeth & Lips, Mini Jelly Babies, Watermelon Slices, and Pink and Blue Bottles.

Bonds Candy Cups come prepackaged and include Fizzy

Cherries, Watermelon Slices and Giant Strawberries.

The Chocky Road Mix includes milk chocolate cookie and fudge clusters, chocolate �lavour disks with candy topping and vanilla �lavour mallows.

The Berry Mess Mix is packed with a mix of fruit �lavour jelly sweets, white chocolate �lavour candies with candy toppings and soft marshmallows.

Kathryn Hague, head of marketing at Hancocks, said: “We have a huge range of gifting items for retailers looking to stock up ahead of Mother’s Day. “This occasion is a great opportunity for retailers to maximise their sales by cater-

FRI-JADO has added a new hot Deli Counter to its range of food-to-go displays.

The counter ensures that food-to-go products are kept at the ideal temperature for service. It is available in a choice of lengths, including 1,200mm, 1,500mm and 1,800mm.

Gary Thacker, sales director of Fri-Jado UK, said: “Fri-

Jado has long been recognised for its commitment to innovation, and this new unit can truly be a game changer for operators across the UK. “With the option to hold a wide range of hot foods in a single unit at optimum temperature, �lexibility has increased massively, but without compromising on any of our core values.”

Fri-Jado launches hot Deli Counter

ing to the increased demand of shoppers looking to treat their mums with delicious sweets and chocolate.”

NOMADIC has launched its Good To Go pouched snacks.

The range contains three varieties: Mango & Passionfruit, Raspberry & Blueberry and Banana & Honey.

While best served chilled, the pouches are ambient and have a shelf life of four months, opening up the opportunity to display outside of chiller cabinets.

Ben Parker, Britvic retail commercial director in Great Britain, said: “The rebrand re�lects Pepsi’s challenger mindset and drive to push culture forward whilst remaining iconic and timeless.”

Bethan Miles, Nomadic’s marketing manager, said: “Aside from being �irmly aimed at busy people who need handy and easy-toconsume snacks, Good To Go pouches are the �irst in the market to be targeted at adults that contain smooth oats.”

The pouches are 150g with an RRP of £1.99.

Brakes unveils plant-based range

Pollen + Grace rolls out veg ready meals

BRAKES has launched a Sysco Simply Plant Based range.

The range includes Sysco Simply Sweet Potato & Red Onion Marmalade Seeded Tart, as well as a Sysco Simply Chestnut & Seed Roast.

Over the next 18 months, Sysco Simply Plant Based will grow to more than 50 products as it expands to include cakes and desserts, vegan sausage rolls and other meat-free alternatives.

There is a growing interest in healthy lifestyle choices and the reduction of meat and animal product consumption in the UK, particularly among young consumers.

Mandy Van Hagen, marketing food manager at

Brakes, said: “Our new Sysco Simply Plant plant-based products can elevate menus, provide choices, and meet the demand for diverse and sustainable food options.”

POLLEN + Grace has launched a line of veg-led ready meals.

The initial range includes three dishes: Rich Aubergine & Lentil Moussaka, Saag Aloo Potato Pie, and Thai Red Vegetable Curry.

Three further meals will launch in March: Garden Vegetable Pie, Chickpea Tikka Masala and Thai Green Vegetable Curry The range is available to

FOLLOWING the launch of its Lift Bar multipacks last spring, Soreen has added two singles formats to the range, in Blueberry and Banana varieties.

Both 42g bars are available with an RRP of £1.10. They contain a naturally occurring source of vitamin B12, are under 140 calories and are HFSS-compliant.

The supplier says they aim to appeal to Gen Z shoppers who are looking for healthier

affordable snacks that don’t compromise on taste.

It is supporting the launch with its biggest campaign to date, running across video on demand, Net�lix and digital alongside sampling in railway stations and of�ices.

Liz Jacobs, marketing director at Soreen, said: “Our Soreen Lift Bar multipacks have been a huge success with shoppers, selling more than 1.2 million units since their launch in 2023.”

Soreen launches Pepsi to roll out ’90s-inspired rebrand two Lift Bar singles PEPSI is unveiling a complete rebrand this March, rolling out new pack designs across all formats.

Supplier Britvic said the rebrand will create a consistent identity across Pepsi’s regular, Diet and Max ranges, and will be supported with updated in-store PoS and displays.

The updated can design, which nods to the soft drink’s ’90s appearance, is aimed at attracting younger shoppers and retaining existing customers who harbour nostalgia for the brand’s older look.

Britvic will support the rebrand with a campaign including TV, radio, outdoor and experiential marketing.

Nomadic’s new range is Good To Go

independent retailers via CLF Distribution.

Stephanie Kingston and Kristina Komlosiova, the founders of Pollen + Grace, said: “We know that a third of shoppers are encouraged to buy meals when they contain visible, healthy ingredients.

“We’re helping shoppers see that it’s possible to have a nutritionally balanced and delicious ready meal.”

Costa launches pricemarked RTD coffees COCA-COLA Europaci�ic Partners (CCEP) has launched two price-marked pack (PMP) versions of its popular Costa Coffee ready-to-drink (RTD) range.

The Latte and Caramel Latte 250ml £1.49 PMPs are rolling out this month to help convenience retailers drive incremental sales.

Their launch comes as Costa is the fastest-growing major RTD chilled coffee brand within independent convenience, up by 46% in value compared to total segment growth of 12.5%.

Now worth £24m in Britain, it also contributes more incremental value sales than any other brand within independent convenience,

according to Nielsen �igures.

The supplier is supporting the launch with a new campaign called ‘Lift up your Break’, running across social media and outdoor advertising.

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

Imperial unveils its new rolling papers IMPERIAL Tobacco has announced the launch of a Classic Combi variant for its Rizla brand. The launch, featuring unbleached papers and tips, will allow retailers to capitalise on a growing consumer demand for natural rolling papers.

Available to buy now at an RRP of £1.30, the new Rizla Classic King Size Combi includes 32 unbleached kingsize papers and tips.

The launch of Rizla Classic KS Combi will be supported by brand activations at more than 20 festivals and events in 2024, alongside consumerfacing PoS to help drive awareness and sales of the new range.

Jamie Burns-Smith, category manager at Imperial Tobacco, said: “Within the papers category, we’ve seen a shift in favour of combi papers.”

09

Paid feature

Win a chunk of history with Cadbury AS part of its year-long celebrations for its 200th anniversary, Mondelez has launched an on-pack promotion across its Cadbury Hot Chocolate range.

The promotion offers shoppers a chance to win £2,000 in cash or one of the 200 limited-edition Cadbury ‘Chunk’ Mugs.

To be in with a chance of winning one of the mugs, or one of �ive top cash prizes of £2,000, shoppers need to enter the code from participating packs on the promotional website at chunk.cadbury. co.uk, or scan the QR code on promotional communications.

Promotional packs are

available until mid-April. The promotion will be supported with out-of-home advertising, in�luencer communications, email comms and social media activity.

when it comes to food, drink and �lavours, so we couldn’t think of a more perfect time to launch Smirnoff Spicy Tamarind in Great Britain.”

KP Snacks expands Nik Naks range

SMIRNOFF has added a Spicy Tamarind variety to its vodka range, available now to convenience and wholesale.

The new variety (30% ABV) has been made with tamarind fruit, notes of lime and spice from a mix of chillies.

It is available in 70cl bottles at an RRP of £18.50.

The bottles have a Mexicaninspired design that stands out on-shelf and contains a glow-in-the-dark effect.

Supplier Diageo recommends serving it in a margarita cocktail or with lemonade.

Tyler Monk, Smirnoff brand manager at Diageo GB, said: “We know people are becoming more explorative

Urban Eat launches on-pack promo

KP SNACKS has expanded its Nik Naks range with the launch of a 45g grab bag format of its Rib ’N’ Saucy variety.

The new format has an RRP of £1. It comes as Nik Naks looks to build on being KP’s fastest-growing brand in 2023 and to capitalise on the growing number of consumers seeking value.

Rib ’N’ Saucy is Nik Naks’ second most popular �lavour, worth nearly £12m in retail sales value. Overall, the brand is worth £46.9m.

The supplier says the brand appeals to a growing number of shoppers who are looking for value amid the cost-of-living crisis and trusted snacking options that create a sense of nostalgia.

URBAN Eat has released an on-pack promotion that allows consumers across the UK to win up to 700 prizes.

Prizes include Apple iPhones, iPads, wireless Bluetooth headphones, trainers and instant cameras.

To participate, shoppers need to purchase an Urban Eat product and scan the QR code or visit winwithurbaneat.com and follow the instructions.

The promotion will be accompanied by social media content and in-store PoS. Charlotte Assinder, brand manager for Urban Eat, said: “We’re thrilled to bring this bumper on-pack promotion to our Urban Eaters across the nation.

“It’s our way of starting the year off with a bang.

“Whether you’re a tech enthusiast, a �itness buff or just enjoy a cup of coffee, there’s something for everyone.”

Chris Smith Partner brand manager, World of Sweets

US confectionery a winner for retailers

Famous Grouse marks Smirnoff launches RSPB milestone spicy vodka variety THE Famous Grouse has unveiled its limited-edition bottle design in celebration of its 15-year collaboration with the Royal Society for the Protection of Birds (RSPB).

The limited-edition bottle, designed by Edinburghbased artist Nuria Boj, incorporates The Famous Grouse logo, the landscape from Abernethy (home of the Grouse) and Gilbert the grouse, who features on every bottle.

The back label features a QR code that offers an interactive experience for drinkers to learn more about The Famous Grouse and RSPB partnership.

Joakim Lejion, global brand director for The Famous Grouse, said: “The collabora-

tion between the RSPB and The Famous Grouse is one that marks 15 years of shared dedication to wildlife conservation in Scotland.

Launching this limited-edition bottle commemorates a truly momentous milestone.”

CONFECTIONERY from the US is proving a winner for independent convenience retailers looking to offer customers global candy.

Here at World of Sweets, we stock an unrivalled range of US confectionery with our exclusive partners Warheads, Tootsie, Dubble Bubble, Red Vines, Sour Punch and Pez offering traditional sweets and innovative sour flavours.

We pride ourselves on bringing you the very best selection of American candy, with the reassurance that all American branded products supplied are compliant with UK food law, so you and your customers can shop with confidence.

In 2020, the Mintel Food and Drink Trends report highlighted that US flavours are highly sought after and since then we’ve seen massive growth with the brands we stock.

Warheads is seeing year-on-year growth of 61% and recent figures for Sour Punch showed sales are growing by 65%1.

The growth of these brands highlights their popularity and why retailers should be stocking them.

Key US celebrations to pin promotions to include 4 July and Thanksgiving. There are also events like the Super Bowl in February.

This has massive global appeal with millions of fans tuning in worldwide, making it a perfect time to showcase US confectionery.

Retailers can make the most of this in store by brandblocking popular US candy brands on the shelf with our merchandising toolkit.

Once customers try US confectionery, there really is no going back. The exciting flavours and innovation make them a must-have in store and a range consumers will enjoy.

To find out more, email sales@worldofsweets.co.uk, call 0330 202 0903 or visit worldofsweets.co.uk

World of Sweets Internal Data, Latest 52 Weeks Ending 08.12.23

1

PRODUCTS

10

ERED HAS ENT E THE GAM

MAX

NEW INTENSE BLEND, E U L A V E SAM * PRICE

£12.40 RRP*

IT’S TIME TO

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For Tobacco Traders Only.

Mars Wrigley Easter lineup PRIYA KHAIRA MARS Wrigley has launched its Easter 2024 range, with eight launches alongside 18 returning products.

Among the launches are �ive large and extra-large eggs. These are: Skittles Milk Chocolate Egg with Skittles Bag (RRP £5.70); Galaxy Truf�les Mini Eggs Extra Large Easter Egg (RRP £8.40); Twix Large Egg with Twix Bar (RRP £5.70); M&M’s Mix Extra Large Egg with Milk Chocolate Bag of M&M’s and Peanut Bag of M&M’s (RRP £5.70); and Maltesers Extra Large Egg with Treat Bag (RRP £5.70).

Mars has also launched two

new giant eggs, contributing to the fastest-growing Easter segment, which saw 59% annual growth. These are the Galaxy Caramel Giant Easter Egg (RRP £12.60) and the Maltesers Assorted Truf�les Luxury Egg (RRP £12.75).

Its �inal launch for this year is the Maltesers Easter Mix (RRP £5.85), a sharing line that is ideal for Easter egg hunts.

Among Mars’ returning lines are the Maltesers Bunny and Galaxy Creamy Truf�le Mini Eggs.

Despite a decline in impulse Easter products of 5.1% in 2023, Mars grew by 4.7%, attributed mainly to the Maltesers Bunny range.

Other returning lines

Birthday Cake truffles for Baileys BAILEYS Chocolate has extended its range with the addition of new Birthday Cake Chocolate Truf�les.

The new addition (RRP £4) comes in response to a growing demand for unique and indulgent chocolate experiences.

The Birthday Cake Truf�les are encased in a white chocolate shell with a vanilla truf�le centre, infused with Irish cream liqueur.

Alison Robson, Baileys Chocolate’s marketing manager, said: “We recognise the importance of providing memorable and tasteful gift options, while meeting consumer demand for quality and affordability.

“We hope the combina-

tion of two iconic �lavours, Baileys and Birthday Cake, will make for a fun and exciting new option for shoppers on the hunt for the perfect token gift.”

KELLOGG’S has expanded its Corn Flakes offering with the addition of Chocolate Flavour Corn Flakes.

The launch is one of the few times that the brand has adapted the product since its launch 100 years ago.

The product has an RRP of £3.29 for a 450g box.

It will be available from 6 February in One Stop stores and in Booker in a pricemarked pack.

Emily Dutton, brand activation manager from Kellogg’s UKI, said: “Corn Flakes holds such heritage as a brand, so we’re really pleased to be expanding the range with the introduction of a new chocolate �lavour.

“As a non-HFSS cereal

that’s high in �ibre, we’re sure it’s something the whole family will enjoy.”

include the Maltesers Easter Egg, Galaxy Minstrels Egg and Maltesers Truf�les Luxury Egg.

Belvita gives out smiles for charity BELVITA has announced that its ‘Give a smile’ initiative with food charity FareShare has returned for 2024.

Through its partnership with the charity, Belvita will donate up to 100,000 meals to help make a difference to those in need.

Its ‘Give a smile’ campaign aims not only to donate meals to FareShare, but also to start conversations and inspire further action to address food insecurity.

Interactive smile-detection billboards are at the heart of the initiative, with donations to FareShare collected through ‘smiles’ registered at the billboards located across the country.

Retailers can get involved

by stocking up on the full Belvita product range to drive awareness of ‘Give a smile’.

The Belvita ‘Give a smile’ initiative is live until 25 March.

NĀKD has unveiled its new digital and out-of-home marketing campaign, set to boost awareness of the snack bar and drive sales.

The campaign consists of social media placements, host-read podcast adverts and out-of-home digital ads to be placed across London stations, shopping centres and streets.

As part of the campaign, the brand is partnering with JCDecaux UK to run the �irst high-impact anamorphic display in Waterloo station.

This will be further ampli�ied in train stations across the city and busy locations, including the launch of the �irst 3D ads on digital screens in West�ield shopping centres.

Nākd unveils new Kellogg’s launches Chocolate Corn Flakes marketing campaign

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

11

Uche Rum enters Clipper unveils £1m convenience market marketing campaign PREMIUM rum brand Uche Rum is now available to convenience stores. The brand is also set to unveil a Spiced Rum variant later this year.

Introduced to the UK market in May 2022, Uche’s Coconut Rum comes in 70cl bottles, has a 37% ABV and is vegan-friendly. Made in London, it is designed as a sipping rum.

Uche Rum combines notes of caramel and coconut �lavours and can be enjoyed over ice or as an addition to cocktails.

Simeon Gayle, director of Uche Rum, said: “As a consumer, I felt like there were no rums on the market that

appealed to my preferences and lifestyle.

“We decided to create a premium rum brand that could do just that and we are excited to expand on this in the future.”

ELLA’S Kitchen and nature conservation charity RSPB have announced a long-term partnership in response to the global biodiversity crisis.

The partnership will see the two organisations join together to protect and restore 30 million square feet of UK wild�lower meadows and grassland by 2030.

The partnership will also protect existing wild�lower and grassland meadows, vulnerable to climate change and erosion.

The partnership forms part of Ella’s ‘Big Pledge to Little People’, a commitment to invest in the future to ensure every child grows up on a healthy planet.

Mark Cuddigan, CEO of

Ella’s Kitchen, said: “Nature and business go hand in hand. At Ella’s, we want to do everything we can to protect nature, our pollinators and our little ones’ futures.”

HÄAGEN-DAZS has announced the launch of a new snack format: Salted Caramel Bites and Chocolate Bites. The treats are set to be made available to wholesalers later this year.

The bites contain salted caramel ice cream with a caramel sauce core and caramel white chocolate coating.

The new format from Häagen-Dazs caters to growing demand within the snacking segment for bite-size ice cream products, with the category seeing 69% sales growth over the past two years.

Nicole Whelan, head of Häagen-Dazs UK, said: “As the ice cream of ice creams, Häagen-Dazs is no stranger to innovation, continually bringing ultra-indulgent �lavours

and tantalising textures to our consumers.

“Now, we’re thrilled to launch a totally new format and expanding our portfolio.”

Ella’s Kitchen partners with RSPB

CLIPPER Teas has invested £1m for its latest marketing campaign, set to reach more than 25 million consumers.

The campaign will showcase the brands’ commitment to biodiversity and sustainable sourcing. The TV advert will feature a bird singing about the merits of choosing Fairtrade and organic tea, appearing on ITV1, Sky and Channel 4.

Clipper also plans to unlock incremental reach with a younger audience through video-on-demand services (4oD, ITVX and Sky), expediting its coverage with a national audience.

Taking the campaign into

stores, Clipper is also rolling out a limited-edition on-pack promotion which runs until the end of February.

The campaign will also stretch into in�luencer activity and social media ads.

LOVE Handmade Cakes has been acquired by Regal Food Products Group Plc. The acquisition is set to boost the company’s portfolio of bakery brands, which already includes Regal Bakery, Yorkshire Baking Company, Just Desserts Yorkshire and The Cake Emporium.

Younis Chaudhry, CEO of Regal Food Products Group plc, said: “Long-term growth

through acquisition is integral to the group and our family of brands, putting us in a position where we can offer our customers a solid mix of quality bakery products for both food service and retail “Love Handmade Cakes brings us new opportunities to develop and introduce a new range of products, including muf�ins and other ‘countertop’ favourites.”

Regal Group makes cakes acquisition

Häagen-Dazs unveils AB InBev partners with Olympic Games new snack bites THE International Olympic Committee (IOC) has announced that AB InBev will become the Worldwide Olympic Partner through to 2028.

Corona Cero zero-alcohol beer will be the global beer sponsor of the Olympic Games.

IOC president Thomas Bach said: “The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev. Our organisations share a vision of supporting sport and athletes.”

AB InBev CEO Michel Doukeris said: “Beer and sports are better together, so we are proud to be the �irst beer sponsor for the Olympics at the Worldwide Olympic Partner level. Beer is the

beverage of moderation and choice, and so it’s only �itting to lead with Corona Cero for this occasion.”

ERED HAS ENT E THE GAM

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14

COMING UP IN THE 2 FEBRUARY ISSUE OF RN

OPINION

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

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 ALLWYN: Do you have concerns about Vodafone’s connectivity?

“I’M on Vodafone, and coverage in my shop varies. Some areas are fine, but there are others where I can’t get any coverage. I haven’t seen an engineer yet, but it’s important for this to be addressed. I’ll raise it when they visit.”

Elevate morning sales with your breakfast and bakery ranges

Mike Mitchelson, Mitchelson’s News, Brampton, Cumbria

“I WAS told that I had some issues with coverage when I was visited by an engineer.

However, they told me they can provide solutions to resolve these problems. I’ve also got a Wi-Fi booster in the shop, which can help.”

Vince Malone, Tenby Post Office, Pembrokeshire

+ The newest products boosting weekly sales in stores like yours

I had some issues with coverage

Pricewatch: see what other retailers are charging for cola and carbonates, and boost your own profits

TRADE: What are you doing to get more shoppers through your door?

At RN, our content is data-led and informed by those on the shop floor

3,451

retailers’ sales data analysed for every issue

69+

unique retailers spoken to every month

71%

of RN’s news stories are exclusive

I’m happy to engage with reps “BASIC training about handling stock to avoid injuries is an everyday occurrence. Lift with your back straight, don’t over-exert yourself. Use common sense. We do health-andsafety training, but mostly it’s about common sense.”

Raaj Chandarana, Tara’s Londis, High Wycombe, Buckinghamshire

“THE council was good at helping provide my staff with essential training, like first aid, and health and safety. After cutbacks, we send them to courses held in the city centre, and find new ways to increase their knowledge.”

Sarj Patel, Pasture Lane Stores, Sutton Bonington, Loughborough

Peter Bhadal, Londis Woodhouse Street, Leeds

We now send them to courses DELIVERY: How are you looking to enhance your offering this year?

ORDER YOUR COPY from your magazine wholesaler today or contact Kate Daw on 020 7689 3363

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Umang Shah, Tudor Library, Croydon, Surrey

“I’M happy to engage with reps offering new products, not so much on whether it’s a good product, but whether I can get hold of it quickly and efficiently when it needs to be replenished. There’s nothing worse than expecting to see something, and then it’s not there.”

SAFETY: What are you doing in store to reduce risk and protect your staff?

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“WE let people know wherever we can outside that we’re a post office. We also provide services like Oyster-card top-ups and lottery. They’re not profit-earning services, but they drive footfall and people will buy one or two other things while they are in the shop.”

We operate a service to elderly customers

“SOMETIMES delivery doesn’t work out. We used ITS, but it wasn’t for us. We’re now looking at joining Snappy Shopper, so we can utilise its integrated EPoS option. I was drawn to them because of their hands-on approach, as they manage the installation, sign-up and training.”

Vrajesh Patel, Londis Dagenham, east London

“LEARN from other retailers in your area. Justin Whittaker helped us launch our initial service. He gave good advice, but the challenge has been penetrating that market when other retailers are so well established. We operate a minor service to elderly customers who need it.”

Sasi Patel, multi-site Go Local retailer, Greater Manchester

16

LETTERS

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

SOPHIE Premier Broadway, WILLIAMS Edinburgh

Letters may be edited

Retail and social media: an (un)equal playing field HAVING a hand in both local retailing and in creating content for social media over the past four years, I have really been exposed to the depths and biases involved in both industries.

Retailing has a long standing, traditional, usually family-inherited, ‘gender-conforming’ career path that is extremely set in its This leading retailer shares ways. Whereas a her thoughts on the social media content challenges in the sector creator is a job title at which some may laugh and say ‘that isn’t even a real job’. There are many who still deem online content as frivolous or unnecessary. However, one path seems more obvious to young people, and I don’t think it is hard to see why.

Now both industries have their flaws, without a doubt, however, when I am making videos for our shop’s social media accounts, I get to be entirely creative and free to express myself how I like as there are no rules. I also think it is important to note that regardless of your gender, you can be extremely successful online.

Content creation has actually become quite a release for me and brings me pride as this is an area in which I have grown to be known and, more importantly, respected across our convenience industry. Now I ask the question: why can I not be shown the same respect within my retailing career?

Being a young woman in this sector comes with its challenges. I don’t think I really understood how far we still have to go as an industry until I was at an event near the end of 2023 and an extremely misogynistic comment about women securing jobs because of their ‘long legs and high heels’ was made in my presence by a person of prominence in the industry, that I was brought right back down to earth.

As we kick off this new year, I want to encourage our whole industry to keep giving women and young people the platform and support they need to succeed. To my fellow young retailers: keep putting yourself out there, both in person and online, so that we can show everyone that the industry is safe in our hands. Let’s show that we can have the right mindset in making some real and important – and long overdue – change.

RISING

STAR

‘Gov’t needs to prevent barriers with vape laws’ WITH the outcome of the disposable vape consultation, the government needs to look at all the angles very carefully – there must be control over what, where and how things are sold.

We need to make sure it’s not just a knee-jerk reaction, at the risk of forcing people to get what they want through a black-market scenario. The government also

needs to consider the age and demographic of people being targeted.

My concern with adding a tax is that the product line is useful for those looking to give up tobacco.

They need to be careful not to put barriers in place – we need to make sure they are not pricing people out of the market. If we had legislation put in place that made sure retailers could apply

COMMUNITY RETAILER

OF THE WEEK

Dallam Stores, Warrington, Cheshire – @Mikesohal07

to get a licence, I’d be much happier with that.

On the �lip side, we need to make sure there’s appropriate policing of it. They’re looking at having to fund the policing side of it, some of that could come through a cost of registration scheme, which would act as a barrier for proper retailers.

I have less of a problem with the products all being one colour, as this may

be encouraging people to enter the market, but I want to provide a responsible service for [ex-smokers]. It’s more important we offer the products at an affordable price. Looking at longerterm sustainability, it needs to work for government, consumers and retailers.

Vince Malone, Tenby Stores & Post Of�ice, Tenby, Pembrokeshire

COMMUNITY RETAILER

OF THE WEEK

Natalie Lightfoot, Londis Solo Convenience Store, Baillieston, Glasgow @nataliegreggain

‘We won cash with MADL initiative’

‘Household deal with Snappy Shopper’

“EVERY quarter we try to do something different.

Recently, we entered to win a MADL initiative, and won three: £1,000 to a food bank, which will hopefully feed 30 families, £1,000 for adults with mental disabilities to buy warm clothing, and £1,000 for 1,000 meals to make at Warrington Sikh temple, which we will deliver to a homeless shelters. It’s not expensive to make veggie meals. If I can make a difference somehow, especially now with so much hardship, why not? We want to do what we can to make a difference to someone’s life.”

“WE offered £10-worth of household items for 99p in partnership with Snappy Shopper – last year we sold 252 bundles. It was well received, and we offered it at a time when people may be a little more pinched for money. We aimed for 250 bundle sales, and we ran a penny deal that was similar just before Christmas, and we did quite well with that. It helps our sales to be a bit more [deal-orientated]. Snappy Shopper part-funds the scheme and we fund the rest. We advertise it on all our socials, and people get excited – they spread the word.”

Get in touch

@retailexpress betterretailing.com facebook.com/betterretailing megan.humphrey@newtrade.co.uk 07597 588972

Are you struggling to stay warm and cover your heating bills during the colder weather?

Have you been affected by the recent Floods?

NewstrAid is here to help and can provide FINANCIAL, EMOTIONAL and PRACTICAL support to retailers and their staff this winter.

For more information visit www.newstraid.org.uk call us FREE on 0800 917 8616 or email mail@newstraid.org.uk

CATEGORY ADVICE SPRING CONFECTIONERY

18

SWEETEN SALES THIS SPRING SHYAMA LAXMAN finds what retailers can do to take advantage of the biggest season for confectionery this year

WHAT IS CONFECTIONERY WORTH IN CONVENIENCE? ACCORDING to Smart View Convenience, the confectionery category has exhibited growth of 16.7% year on year, with chocolate contributing to 61% of value sales in 2023.

“As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator,” says Mark Roberts, marketing & trade marketing director at Perfetti Van Melle.

With winter on the way out,

retailers unanimously agree that spring plays a significant role in their confectionery sales, ranking second only to Christmas. Jonathan Cobb, from Miserden Stores & Post Office in Gloucestershire, feels 2024 will be huge for spring confectionery.

“People are a bit down at the moment, especially this time of year,” he says. “When you get to March/April, you are coming out of winter. Everyone gets a bit happier. Confection-

ery in itself is one of those things that people tend to buy when they are happy.”

Despite the cost-of-living crisis and the HFSS legislation impacting certain stores, retailers believe that consumers won’t shy away from treating family and friends. As such, it’s imperative to offer a seamless customer experience by getting stock in early, offering a varied range of products, effective merchandising and exclusive deals.

RETAILER

VIEW

Bobby Singh, BB Nevison Superstore & Post Office, West Yorkshire “There’s a lot of creativity gone into designing PoS, so use them in your store. If your store is impacted

by HFSS regulation, then strategically position your products. The impulse factor should work for itself.

Look around and see what other retailers are doing. If you feel ‘wowed’, then you need to implement similar things in your store. At the end of the day, it’s all about customer experience. Think from the customer’s point of view.”

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

19

WHAT ARE CUSTOMERS LOOKING FOR? RETAILERS understand that price plays an important role in customer decisions in this category.

“Shoppers are becoming more mindful about the products they are choosing,” says Ben McKechnie, managing director at Epicurium. McKechnie also suggests offering healthier options, such as sugar-free

products, leading to occasional premium purchases if there’s a seasonal angle like Easter or Mother’s Day. “They don’t mind the price as long as it’s a quality product,” adds Davies.

Retailers could also think tangentially and offer products that provide relief from seasonal ailments.

“Retailers should ensure well-known remedies are available for those seeking treatment for their ailments,” says Elizabeth Hughes-Gapper, senior brand manager at Jakemans.

Medicated confectionery should be placed in prominent locations to ensure visibility on the shelf as well as dual sited where possible.

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launches & promos

gummy confectionery, as well as plant-based alternatives.

Price-marked packs and promotional deals can encourage sales from value-driven customers. However, while Trudy Davies, from Woosnam & Davies News in Llanidloes, Powys, agrees that shoppers are “more selective and price savvy”, she says they also seek quality

Recent lauches and promotions Cadbury Cadbury has revamped its entire Duos range, incorporating the theme ‘One for me, one for you’, aiming to leverage sharing opportunities. Furthermore, the brand rolled out the latest iteration of the ‘Win a weekend in their boots’ campaign, which runs until 22 March.

Cadbury also launched the third season of its ‘Find the winning egg’ campaign. The lucky shopper unwrapping a winning egg – a half-milk chocolate, half-white chocolate Cadbury Creme Egg – stands to win the top prize of £10,000, while the retailer selling the winning egg could win £1,000.

Chupa Chups Chupa Chups has introduced Fr-Ooze Pop, a fun twist on the classic lollipop, available in three flavours: Strawberry, Blueberry and Tropical. Diversifying into the singles market, the brand has also launched Chupa Chups Incredible Chew, available in Green Apple, Orange and Cola flavours.

Fruittella Fruittella has expanded into the jellies market with Fruittella Curiosities. Priced at £1.50, these HFSS-compliant sweets are made with 30% reduced sugar, real fruit juice and natural colourings. Fruittella Curiosities are available in popular flavours including Lemon, Orange, Strawberry and Blackberry.

Riesen Dark chocolate toffee brand Riesen has launched a limited-edition Espresso flavour. The 135g sharing bag is priced at £1.25. “Our new product offers consumers that classic combination of chocolate and coffee in the form of an indulgent treat,” says Andy Mutton, managing director at Storck UK. Dexters Dynaeggs Kervan Gida has launched Dexters Dynaeggs, a crispy candy-coated milk chocolate egg with a chewy jelly gummy centre. Made using natural colours and Halal certified, they are available in 80g bags priced at £1.

Mars Wrigley’s Easter range Mars Wrigley’s Easter line-up comprises eight new products including lines from popular brands such as Skittles, M&M’s and Galaxy. Products range from treats such as Maltesers Bunny and Galaxy Creamy Truffle Mini Eggs, to Maltesers Easter Mix for sharing. Catering to impulse buys and planned purchases, the range offers options across a variety of prices and buying preferences.

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CATEGORY ADVICE SPRING CONFECTIONERY

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STOCKING UP IN THE LEAD-UP TO EASTER SUSAN Nash, trade communications manager at Mondelez International, suggests retailers approach Easter in three phases: getting off to a swift start (from now until Valentine’s Day on 14 February); building momentum (from Valentine’s Day to Mother’s Day on 10 March); and gearing up for a ‘gifting finish’ during the

last three weeks before Easter.

The first phase centres on consumers seeking indulgent delights for personal enjoyment. A substantial 70% of Easter sales before Valentine’s Day stem from miniature eggs and filled eggs. Retailers are therefore advised to stock options like Cadbury Creme Eggs and Cadbury Mini Eggs to ef-

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fectively mark the onset of the approaching Easter season.

The second phase presents a prime opportunity for enhancing brand presence and introducing new products, while the final phase provides an ideal window for urging customers to upgrade to premium gifts and last-minute purchases.

“Be ready on day one with

sufficient stock of seasonal self-eat and sharing favourites from well-loved brands,” says Nash. “Create seasonal awareness among customers using campaigns, competitions and promotions as a talking point.

Use PoS from shoppers’ favourite Easter brands to highlight products and optimise incremental sales.”

Jonathan Cobb, Miserden Stores & Post Office, Gloucestershire “A GOOD spring confectionery range has to have a good mix of items from well-known brands and premium lines. We change our stock every year, thereby offering customers something new each year. You have to follow the trends in terms of what people are buying. You have to react quickly to market changes.

“You need to be aware of what products are out there and when to buy. Things are on offer with wholesalers, so buy early, especially things like Creme Eggs and generic brands. As we get closer to the event, I buy the more premium stuff. Because of the size of our shop, we don’t buy huge amounts of premium confectionery.

I tailor it on how the sales are going and buy on a daily basis rather than in advance.”

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Cough/Throat Lozenge Brand*

Trudy Davies, Woosnam & Davies News, Powys “BRIGHTEN up your store with spring colours. Have vivid displays. Clean your windows. We are so busy in merchandising that we forget basics like whether the outside of the shop is clean and swept. Make sure it’s fresh, clean and bright. First impressions count. Seek out new products and let them in your store as soon as you can. Don’t be afraid to cross-sight your products.”

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Harj Dhasee, Mickleton Village Stores, Gloucestershire

www.jakemans.com

“KEEP a strong consistent range. Make sure you have good product availability, and you are following trends.

Have a value offering and a luxury offering. Make these stand out in your store. Have a ‘wow factor’ within the store. Think Christmas decorations, but make it Easterthemed.”

*Source: Kantar Purchase Panel | 24 w/e 19th March 2023 | Spend Share | Cough/Throat Lozenges | Jakemans

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Paid feature

Derek Baker Trade marketing controller, Perfetti Van Melle

CROSS MERCHANDISING KATHRYN Hague, head of marketing at Hancocks, says Easter-themed novelty treats and gifting options will be popular. “Shoppers will be looking for fun seasonal pickand-mix options, as families like to create their own sweetie tables for Easter celebration events,” she says.

Brands including Candy Realms, Bonds of London and Nestlé offer a range of impulse products, shell eggs, self-eat multipacks and sharing bags across various price points that retailers could add to their Easter repertoire. For Valentine’s Day inspiration, they could explore Kingway’s Pick & Mix range and Anthon Berg Chocolate Cocktail Gift Boxes among others.

As customers are more inclined to alter their spending habits during seasonal periods, Hague suggests that emphasising promotions and value to customers is crucial for retailers to boost sales.

Retailers such as Cobb and

Davies recognise the impact of cross-sales. Davies strategically positions chocolate sharing boxes next to her Easter card display. Furthermore, she places a chocolate exhibit alongside children’s magazines and incorporates Easter-themed children’s magazines into the Easter confectionery display.

For Bobby Singh, from BB Nevison Superstore in Pontefract, West Yorkshire, it’s about trying new things to see what sticks.

“Sometimes some products will work for an event but might not be viable all year around,” he says. “For example, you might not sell flowers all year round, but around Valentine’s Day you could try to optimise sales for that particular day.”

Cobb, on the other hand, believes in directing customers towards a bottle of wine or greetings cards while they are paying for chocolates at the till.

Freshen up confectionery sales with mints and gum top tips Top tips for in-store merchandising from Clare Newton, trade marketing manager, Swizzels Stocking a full range of products within a specific product family, and in particular price-marked packs (PMPs), influences consumers’ willingness to make an impulse purchase within the category.

PMPs offer better value for money for customers during tough economic times. It gives consumers an enhanced feeling of control over their spending and helps build trust.

SMINT is the number-one sugar-free mint brand in the UK1, with a value of over £14m2. It’s a trusted brand and is convenient in size – all factors that contribute to its success on shelves.

Smint’s diverse range features a variety of popular flavours, which can be purchased in recyclable tin, XXL bottle, flip-top paper box and iconic dispenser formats that will allow you to appeal to busy consumers looking for that boost to freshen up their day.

Mentos Candy is a £33.4m brand and is up by 43.7% in the past 12 weeks3, with the mint roll the bestselling product in the portfolio.

Mentos offers more than one way for consumers to ‘Say yes to fresh’, and the latest innovation from Mentos Gum taps into the emerging trend for extreme flavours, with Mentos Sour Strawberry & Apple Gum; these are now the top 10 fastest-growing gum lines across all outlets4.

For more information, visit perfettivanmelle.com

Having secondary sites for related products, such as sugar confectionery on clipstrips next to soft drinks, helps to encourage impulse purchases and create a smoother shopping experience for customers.

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Mark Roberts, marketing & trade marketing director, Perfetti Van Melle Stock a variety of flavours, textures and formats to offer choice in the leading brands – they provide peace of mind and always sell first.

Countertop units should ideally sit at arm’s reach from the main till point to drive impulse sales.

Add signage and PoS for a standout fixture that builds visibility in store. Talk to your representative about compelling deals to advertise at the till.

Include sugar-free products in your offering. Mints and gum are not exempt from either the rise of the health-conscious consumer or HFSS regulations.

1 IRI data to 21.01.23, 2+55%, latest 52 weeks 25.11.23 (Total IRI All Outlets & Discounters), 3Circana Market Advantage, Sweets, Value Sales and Value Sales % Change vs. YA, 52w/e 28.10.23, IRI All Outlets & KWP Discounters), 4Circana all outlets | Value Sales | 52 w/e 09.09.23

CATEGORY ADVICE NEXT-GEN & VAPING

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YOUR 2024 VAPE GUIDE There’s a lot of change on the horizon for vapes, but what does it mean for your store? TAMARA BIRCH finds out

PROPOSED PRICE HIKES IN NEW LEGISLATION IT’S a time of uncertainty for the vape category following a consultation launched last year by the government to address concerns around the environment and underage vaping.

While nothing has been formally announced, Retail Express’ sister website, betterretailing.com, reported in January that the government is exploring whether increasing the price of vapes will reduce the number of young

people using them.

This price increase could mean a 25% tax hike and is expected to be unveiled in the Budget on 6 March.

For many retailers, this brings worry and concern about the future of disposables.

“The vape category is going to get very strict, and we’ll have to see what happens,” Amy Sohal, from Premier – Ken’s Convenience Store in Winsford, Cheshire, says. “While

we want to discourage children from buying it, this legislation will entice people to go back to smoking cigarettes or the illicit trade will increase.”

The rise of illicit tobacco or ex-smokers switching back to tobacco is backed by new research from the Independent British Vape Trade Association (IBVTA).

It found that more than onethird of regular or ex-smokers will smoke more cigarettes,

switch back to smoking or purchase illegal vapes if disposables are banned.

In a news story covered by betterretailing.com earlier this month, Marcus Saxton, chair of the IBVTA, said: “There is a very real risk that if the government introduces overly restrictive measures, such as bans on single-use vapes or flavours, it will have a clear negative impact by making it harder for smokers to use vaping to quit.”

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23

HAVE A STRONG RECYCLING SYSTEM FOR DISPOSABLES RETAILERS must offer a disposable vape ‘takeback’ scheme to avoid being at risk of receiving unlimited fines. In December, it was announced that fines for breaching these conditions have increased from £5,000 to unlimited, under the Waste Electrical and Electronic Equipment (WEEE) regulations.

This increase, according to

Alex Brothwood, scheme operations manager at Waste Experts, comes amid the fact that “no-one is actually getting prosecuted” for not having a takeback system.

Retailers that log less than £100,000 in sales of electricals per year – including vapes – must sign up to a Distributor Takeback Scheme. Shop owners

who sell more than £100,000 per year must offer an in-store option for customers to dispose of vapes.

Sohal offers an in-store option for recycling, having a green bin placed by the vape stand, behind the till. “All of our customers know it’s there and they bring them back when buying new ones,” she says.

Imtiyaz Mamode, from Wych Lane Premier in Gosport, Hampshire, offers a similar service. “We’ve had a recycling initiative in store for a year and a half now, but the challenge is finding a company to dispose of them,” he says.

It’s worth contacting wholesalers, suppliers and your symbol group to see if they offer

their own ‘takeback’ scheme so vapes are recycled safely.

Trudy Davies, owner of Woosnam & Davies News in Llanidloes, Powys, was one of the first retailers to offer a recycling scheme after noticing how many were being discarded in the countryside.

Her customers have responded well to the scheme and often

buy more when they come to recycle old ones.

Make customers aware you offer a recycling unit in store via social media. If you offer any promotions for recycling, include this as it can entice shoppers to come in. Mamode, for example, offers 50p off for every two disposables returned.

MEET DEMAND WITH OUR THREE NEW FLAVOURS

Next-gen alternatives

BIGGER WORLD OF

Heated tobacco While not a new phenomenon, heated tobacco has grown by 400% in the past three years. The most recent entry to the market is PML’s Iluma device.

According to PML’s Duncan Cunningham, the bladeless innovation at its core delivers a strong product experience. Iluma Prime, Iqos Iluma and Iluma One are the available options. Other heated tobacco products include JTI’s Ploom X Advance, available to retailers in Greater London.

RRP

£5.99*

Zero-nicotine products JAC Vapour has launched its latest product, Zero Max, to provide vapers with a “maximum throat hit with absolutely zero nicotine”, according to the supplier. Rob Patrick, sales director at JAC Vapour, says of the launch: “Zero Max has been created for those vapers who want to continue enjoying the sensation and rituals of vaping, but without the nicotine addiction.”

Coil and cell solutions Quaq, a global vaping solution provider, has unveiled three new technologies (Mesh, Cell and Capsule) which will be at the core of leading vape brands, including Lost Mary and Elfbar. According to the supplier, the solution is slated to enhance adult users’ vaping experience worldwide amid a broader ambition of elevating research and development capabilities to a new level.

Refills Refills aren’t new to the vape category, but suppliers and retailers alike have predicted a return to refill options. Retailers have commented saying refills are more cost-effective in the long run, but it’s harder to convert smokers or expand the category due to the initial investment – especially as they are unable to try multiple flavours at a lower price.

Refills are ideal for maintaining sales of existing adult customers and if staff are trained to make recommendations to adult users, it can help drive sales with new adult customers, too.

FOR EXISTING ADULT SMOKERS & VAPERS ONLY. OVER 18 ONLY

This product contains nicotine. 18+ only.

Not a smoking cessation product. © Fontem 2023. * Based on ITUK MRRP as at May 2023. For the avoidance of doubt, customers are free at all times to determine the selling price of their products.

CATEGORY ADVICE NEXT-GEN & VAPING

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Jim Yu, managing director, Aquios Labs “THE UK government is likely to implement changes in packaging and flavour naming to make vaping less appealing to children. There is also a focus on encouraging recycling by making disposable vapes more user-recyclable. Retailers should stay informed about the latest regulations and ensure that all vaping products, including next-gen offerings, comply with UK laws.

“Aquios plans to conduct store support days, focusing on educating both retailers and consumers about the unique benefits of water-based vaping and responsible recycling. This will include brand awareness campaigns and educational initiatives to differentiate water-based vaping from traditional methods.”

IN the event disposables are banned, it’s vital retailers have back up to maintain sales and ensure customers continue to return.

For Mamode, this means pods and open systems. “Pods and open systems have been around long before disposables, and customers are still buying them,” he says.

“If disposables are banned,

our margin might be lower, but we had a successful business before disposables and it will continue after them, too.”

Sohal is introducing heated tobacco and is working with Philip Morris Limited (PML) to install Iqos. “It’s the first time we’ve stocked something like this, but heated tobacco is proving popular for other

Unlimited fines for stores with no vape ‘takeback’ scheme Retailers can now be fined an unlimited amount for not having a disposable vape ‘takeback’ scheme, under the Waste Electrical and Electronic Equipment regulations, as reported by betterretailing.com. A small retailer, who logs sales of less than £100,000 a year, can qualify for the Distributor Takeback Scheme, with the charges for this service dependent on the store size and sales.

months, consider stocking alternatives. Within heated tobacco, classic, menthol and aromatic tobacco varieties are proving popular. Within refills, Mamode says fruit flavours are popular. He also recommends keeping prices low.

“Vapes and disposables are available everywhere now, so we try to price competitively compared to businesses around us,” he says. “We price our vapes at three for £13 – it was £15 initially, but as suppliers lowered their price, we passed it onto the customer. It helps us drive sales and maintain our profits.”

“My son leads the category and regularly reviews The Fed, RN magazine, Retail Express and Booker,” she explains.

When you learn new information on key sellers, trends and legislation, relay this to your team. Have a shared document or location where staff

ogy as a viable option.”

If disposables need to be out of sight, like tobacco, a smarty gantry might be a solution. Navarra Retail Solutions is launching a vape solution whereby staff put the required product through the till and the gantry provides the product – meaning staff won’t need to open anything to get the product.

ACS calls for better regulation of vaping market The ACS has made it clear that it supports the government’s core objectives to prevent young people from accessing vaping products and to reduce the environmental impact of disposable devices. The ACS has called on the government to take an ‘enforcement first’ approach, meaning prioritising more funding for agencies like trading standards and not introducing policies that will be difficult to enforce. The ACS has made it clear it does not support a ban on disposable vapes, which it says would create a boom for the illicit market and do little to stop those already trading illegitimately.

THE IMPORTANCE OF STAFF TRAINING IF your team know and understand your range, then sales and profits will remain high and customers will feel more comfortable coming to your store. Sohal’s adult team became well versed in the vape and disposables category through trade press.

retailers, so we’re optimistic about the results,” she says.

To help drive sales of heated tobacco, Duncan Cunningham, external affairs director at PML, says: “Ensure smokers are aware of the options available to them beyond vaping – including next-generation products like heated tobacco.

“More legal-age smokers are recognising this technol-

news roundup

WHAT YOU CAN DO NOW THE key to boosting sales is knowing the bestselling flavours and top brands. For Mamode, this has been Lost Mary Pineapple.

“It’s been such a key seller for us, and we make sure we have additional stock on hand, as many customers buy multiple,” he says.

Lost Mary Pineapple has also become a strong seller for Sohal, but Crystal flavours have also been popular. Suppliers and wholesalers will be able to help with new products on the market, but should disposables be heavily impacted in the coming

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

can view and refresh their knowledge. Similarly, if you have any adult vapers, consider asking them their top flavours and whether they feel comfortable recommending flavours to new adult customers.

“Retailers should be prepared to talk about the switch

from tobacco to vaping, focusing on health considerations, cost-effectiveness and the diversity of vaping products, including the advantages of water-based and recyclable vaping products,” Jim Yu, managing director at Aquios Labs, says.

Suppliers told to pay for recycling of vapes under new proposals Vape suppliers could be responsible for financing the recycling of their own products directly from households in the very near future. The move is part of a range of measures unveiled in December and forms part of a joint UK government, Scottish government, Welsh government and NI Executive consultation, in a bid to remove greater reuse and recycling of electrical goods. The proposals, which could take effect from 2026, include UK-wide collections of electricals directly from households, which would be financed by producers of electrical items, such as vape manufacturers, and not necessarily require any further bins.

Consumers could switch back to smoking if vapes are banned, research finds More than a third of regular smokers and recent ex-smokers will smoke more cigarettes or purchase illegal vapes if single-use vapes and flavours are banned, new research has found. The research, by the Independent British Vape Trade Association (IBVTA), which surveyed 2,000 adults, suggests retailers will see disposable vape sales shift to tobacco products or lose potential sales to illicit devices.

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NewstrAid Cost of Living Crisis Fund Are you struggling with the Cost of Living?

Are you worried about paying your bills and putting food on the table?

Have you worked in the sale or distribution of newspapers and magazines in the UK full time for 2 years or more?

If the answer is yes to the above questions then you could be eligible for a grant from the NewstrAid Cost of Living Crisis Fund.

Created in response to the current Cost of Living Crisis, the fund offers grants of up to £250 per household to help bridge the gap between income and costs for anyone with a newstrade connection. That means people who work or have previously worked in the sale and distribution of newspapers and magazines for a minimum of 2 years, full time.

Eligibility criteria apply.

For more information scan the QR code, call us FREE on 0800 917 8616 or email: mail@newstraid.org.uk

CATEGORY ADVICE SPRING CLEANING

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BOOST HOUSEHOLD SALES THIS SPRING PRIYA KHAIRA finds out how retailers can use spring to revamp their stores and drive customer spend

consider updating their ranges accordingly.

A spokesperson for Marigold UK says that while household products might not seem like the biggest share of spend in convenience stores, latest research shows household spending accounts for a greater share of the market than frozen foods, health and beauty, and news and magazines.

Use this time to refresh your store and orchestrate your own spring clean by following these steps

Go through your entire inventory and identify any old stock and slow sellers you can phase out and replace.

AN OPPORTUNITY FOR SALES at Bio-D, says: “Spring signifies new beginnings and transformations. It is estimated that nine out of 10 households have spring cleans. Cleaning products for all areas of the home can be expected to generate sales at this time.”

The importance of this category for independent retailers should therefore not be understated and they should

CleAning TIPS

Create a list of the areas in store that need a spring refresh.

Image credit: Getty Images/Tatomm

FROM the start of spring, many households across the UK will dedicate time to deep cleaning and organising their homes.

The occasion presents retailers with an opportunity to not only rejuvenate their stores, but to highlight their cleaning ranges and increase sales on a variety of products within the category.

Lucy Sowerby, sales manager

30 JANUARY-12 FEBRUARY 2024 betterretailing.com

Take down old displays and consider updating any PoS to freshen up the store.

Household products tend to offer strong margins for retailers. Nishi Patel, of Londis Bexley Park in Dartford, Kent, says there are opportunities for retailers to increase cleaning-product sales throughout spring. “Each year, we tend to see an uptake and margin increase on cleaning products, especially once we come into February and March,” he says.

Give your store a deep clean. Dust and clean your window displays, repolish floors, wash doors and knobs, and top up any chipped or missing paint.

See if there are any areas in store that need a minor refit or refurbishment.

Look at your EPoS system and see if you can refresh and update your data and run any updates.

Take a closer look at your fixtures and see what can be changed. This could involve updating the way you have merchandised your stock, giving each category an improved look for the new season.

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CATEGORY ADVICE SPRING CLEANING

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BRANDED VERUS OWN LABEL IT is important for retailers to keep their cleaning range simple. This is because many customers purchase the main bulk of their cleaning products either online or from supermarkets, meaning that convenience stores are the perfect places for shoppers looking to make quick decisions.

Amid the cost-of-living crisis, many shoppers are gravitating towards own-label products that offer them the best perceived value for money.

However, for other shoppers, brand loyalty is even more important than value when it comes to choosing

what cleaning products to buy.

According to Matt Stanton, head of insight at DCS Group, retailers can maximise sales by stocking leading household brands. “Household shoppers are looking for products that do the job properly the first time,” he says.

“While some shoppers are trading down to cheaper products in response to the cost-ofliving crisis, brand loyalty is higher in household products than it is in many other grocery categories.”

Retailers should provide a basic range of cleaning products that includes all the es-

sential items customers might need, including branded and own-label items.

Patel says during spring, he is likely to add one to two more lines on certain products, but he would not expand his range to offer multiple brands on one item just for spring sales.

“During spring, we try not to drastically change or expand our offering,” he says.

“We see 30%-35% margins on Jack’s products, a discounted cleaning range. We also do basic cleaning rags, dusters and surface sprays, on which we make a 40%-45% margin.”

TOp Tips Tips for preparing your cleaning range Organise your household cleaning range efficiently. For example, keep kitchen and bathroom products grouped together.

Where possible, group cleaning tools close by to the products they will be used with. For instance, keep cloths and sponges near to kitchen and bathroom cleaners.

Merchandise fabric conditioners and additives on the top shelf, with laundry detergents on the shelf below to encourage cross-shopping.

Group laundry detergents by format and then by shopper segment. For example, group powders, liquids, gels and pods together, and fragrance, performance, value and nonbio together.

Consider merchandising cloths, scours, gloves and chemicals together to encourage impulse purchases.

Signpost and label your newly merchandised cleaning range.

Highlight any promotional activities or discounts in store and on social media.

BUNDLES AND PROMOTIONS RETAILERS should consider running promotions on their cleaning ranges throughout spring. It’s possible to create cross-selling opportunities by placing cleaning tools like cloths, sponges and scours close to each other to gain incremental sales.

Spring is also an opportunity to run bundle deals, allowing

customers to purchase a discounted cleaning tool alongside a detergent or disinfectant spray, for example.

It’s important to highlight any offers in store using posters and signage, and via social media. Retailers can boost sales within the category by carefully merchandising their products.

“Planned top-up missions

are more valuable than distress missions and make up a higher share. Make the category easy to find in store and position signpost brands on the left-hand end of each shelf,” says Stanton.

Retailers should also consider offering multibuys. This is a great way of offering value, while retaining basket spend,

encouraging shoppers to stock up on spring-clean essentials.

“It is always worth organising offers and promotions in the run up to spring,” says Sowerby. “A mix-and-match offering often works well, bundles work to the same effect, providing consumers with everything they need without putting too much thought into it.”

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BEAT THE SLOWERMONTHS SALES SLUMP The RETAIL EXPRESS team finds out how retailers are encouraging customers to shop with them in the quieter months

January and February are typically very quiet.

How are retailers driving footfall? – Terry Mulkerns, Mulkerns Eurospar, County Armagh

1

Reuben Singh Mander, The Three Singh’s, Selby, North Yorkshire

“WE see a drop in footfall during winter because you’re not getting dog walkers coming in as often, and people who would normally walk into town might instead get the bus because of bad weather. This year, we’ve started targeting at the weekend. During the week, people are working during the day and they’re not likely to make time to come out to our shop. They’ll just want to get home after work and be warm.

“At the weekend, we’ll highlight a new product or a certain deal that’s only available for that weekend to drag people into the shop. We’ve done two so far this year.

“Last weekend, we had an offer that was Foster’s 10-packs for £8.99, which ran from Friday to Sunday. People came in to get it, and then picked up milk and bread, crisps and vapes while they were in the shop. Those £8.99 baskets very quickly turned into baskets of £25 or more.”

2

Alex Kapadia, Bargain Booze Dunstable, Bedfordshire

“WE’VE been using the Gander app, which enables people to pick up products we’ve reduced on our shelves at any time.

It’s connected to our EPoS, so our customers get live data on what’s reduced. It’s great in winter.

“People are short on money after Christmas, and we’ve seen use of the Gander app go up at this time as they try to save some money.

“Every time we reduce something or sell something, shoppers will get an update. Because people have to come into the shop to collect and pay for whatever they want from Gander, there’s an opportunity to sell other things to them.

“We also use Too Good To Go, another app for reducing wastage by selling stock at reduced prices. We package whatever we like up to a value of £10 and sell it for £3.90. With Gander, customers can choose what they want.”

3

Chloe Taylor-Green, Spar Western Downs, Staffordshire

“YOU have to establish a few things in your store to make it somewhere people will come to out of choice, not just because it’s the closest store to them. We don’t have much passing trade, so we’re trying to make sure we’re known for something and can become something of a destination for customers.

“We’ve introduced self-checkout in the store and with the extra space that comes from the self-checkout, and with HFSS meaning we’ve not got chocolate in the doorway, we can look outside the norm and try to �ind interesting things that might encourage people to come into the shop. We did Christmas crackers and hampers in December, for example.

“We also have a delivery platform with Snappy Shopper and Deliveroo, and that helps with awareness and, even though they’re not coming into the store, those people are still shopping with us.”

In the next issue, the Retail Express team finds out how retailers are preparing for Mother’s Day. If you have any problems you’d like us to explore, please email charles.whitting@newtrade.co.uk