Retail Express - 31 October 2023

SPORTS DRINKS: ALL YEAR ROUND

Range this category right and get shoppers coming back P16 ICE CATEGORY ADV SPORTS DRINKS

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GAME ON FOR SPORTS DRINKS

31 OCTOBER-13 NOVEMBER 2023 STRICTLY FOR TRADE USERS ONLY

rs finds that if retaile CHARLES SMITH drinks, they can make room for sports back all year round keep shoppers coming

OF MAKE A FEATURE SPORTS DRINKS

the could be doing to heighten soft drinks ranges prominence of sports drinks to treat ly in their and MILLIONS of consumersdrinks and focus on bestsellers customers. where Currently in Bestthemselves to sports The ideal solution, their way new lines.

10, retailers from local stores on working way’s sports & energy top space allows, is for or Energy Drink 500ml to stock a wide range of sports to playing sport and to Monster out, for refreshment A grow- sits at number one and Lucoz- drinks in a dedicated chiller. . enhance performance drinks, ade Energy Orange at number Capturing the sports drinks ing subset of energy build- two. Lucozade Sport is number opportunity and becoming inof choice is sports drinks are loyalty but five, the only sports drink store shoppers’ on gyms, stand out Lucozade Sport sits ers for retailers near about making them offering increasing cluded. shelf in Bestway’s the challenge is further the fourth planogram in its from energy drinks, consumsales in smaller outlets soft drinks brands and flavours away from sports facilities.con- ‘30 secs to drive sales’ video. ers want, and keeping them that there is more To seriously grow sales, coming back. to feature This implies venience stores need wholesalers and retailers prominent- that sports drinks more

FAILURE TO DELIVER

• Retailers say great opportunity offered by Uber Eats rival DeliveryDrop is being let down by driver and pricing issues • CEO refutes accusations, but pledges ‘support in every way’ P3

RETAIL CRIME

NATIONAL LOTTERY

STORE ADVICE

Police to prioritise shoplifting at local stores in new action plan

Lotto boss reveals delay to retail terminals and further challenges ahead

Find out the small changes that have had a big difference in these stores

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BACK PAGE

31 OCTOBER-13

NOVEMBER 2023 betterretailing.com

our say

Megan Humphrey, editor

Store owners express hunger for expansion IT WAS reassuring to hear how buoyant the convenience sector is right now. This news came from property agent Christie & Co’s retail managing director, Steve Rodell, who I bumped into at the Nisa Expo this month.

He said there has been huge demand from independent retailers who already own a store and want to buy a second one. This reinforces the idea that, despite a tough trading environment, there is still the opportunity to expand.

I think a huge part of this is a reflection of how adaptable independent retailers can be compared to other high-street outlets. Store owners are able to evolve and meet the changing demand of their customers, which gives them an edge on others – one which consumers really like.

Rodell added that he was encouraged by the number of retailers wanting to expand, but they should prioritise being an DON’T “attractive buyer” in the process.

UNDERESTIMATE “If they are serious about buying another business, we then want to YOUR ABILITY see them show interest and help us better understand their budget TO FLEX and expectations,” he said.

Granted, there’s a lot out there against retailers, with one of the more prominent issues highlighted here on page 2 – retail crime.

But, as store owners, don’t underestimate your ability to flex against a tough backdrop of challenges.

Local shops are the bread and butter of the nation.

Try not to let the hardships force you out of love with a sector that has so much opportunity, and one that is proving to buck the trend.

The five biggest stories this fortnight 01

Police to prioritise shoplifting in national crime crackdown

ALICE BROOKER

INDEPENDENT retailers can now expect the police to prioritise shoplifting reports, as part of an action plan created to crack down on retail crime.

Announced last week, the initiative known as ‘Project Pegasus’, published by the National Police Chiefs’ Council, sets out a series of guidelines for the police, including prior-

itising attendance at the scene and of�icers will also be creof crimes where violence has ated to gather intelligence on been used; the use of facial organised criminal gangs. recognition to check CCTV Police and crime comagainst the Police National missioner Katy Bourne told Database; and identifying ‘hot Retail Express the move spot’ locations. will help forces to “share A group of 13 multiple re- intelligence” and explained: tailers, including Co-op, have “Pegasus will bene�it everyagreed to spend £840,000 over body, including smaller indetwo years to launch the service, pendent retailers.” with the government contributing £300,000 in the �irst year.

A team of specialist analysts

The news comes in the same month that it was revealed shoplifting rates in England and Wales had increased by 25% in the year ending June 2023.

The Of�ice for National Statistics con�irmed there were 365,146 incidents of theft during the same period.

@retailexpress betterretailing.com facebook.com/betterretailing Editor Megan Humphrey @MeganHumphrey 020 7689 3357

Editor – news Jack Courtez @JackCourtez 020 7689 3371

Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355

News editor Alex Yau @AlexYau_ 020 7689 3358

News reporter Alice Brooker @alice_brooker 07597 588955

Features editor Charles Whitting @CharlieWhittin1 020 7689 3350

Editor in chief Louise Banham @LouiseBanham Features writer Jasper Hart @JasperAHHart 020 7689 3384 Specialist reporter Dia Stronach 020 7689 3375

Production editor Ryan Cooper 020 7689 3354

Production coordinator Chris Gardner 020 7689 3368

Account director Lindsay Hudson 07749 416 544

Sub editors Jim Findlay 020 7689 3373

Head of marketing Kate Daw 020 7689 3363

Account managers Megan Byrne 07530 834 009

Robin Jarossi

Head of commercial Natalie Reeve 07856 475 788

Lisa Martin 07951 461 146

Head of design Anne-Claire Pickard 020 7689 3391 Senior designer Jody Cooke 020 7689 3380 Junior designer Lauren Jackson

Senior account director Charlotte Jesson 07807 287 607 Commercial project manager Iff y Afzal 07538 299 205

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Underage vaping

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£6k rates loophole

RESPONSIBLE retailing must ‘”take control” of the vaping AN error by councils in Engbe a focus for avoiding under- industry, and issues along land means that retailers age vaping, according to the the supply chain must also who’ve opened a second shop Chartered Trading Standards be rooted out. CTSI policy could be owed up to £6,000. and external director Duncan Institute (CTSI).

According to chartered At the ACS’s Heart of the Stephenson urged retailers to surveyors Bankier Sloan, unCommunity event this month, form a relationship with their der a small change to small the CTSI shared that bet- CTSI team to reduce the likeli- business rates relief in 2014, ter surveillance is needed to hood of underage sales. businesses should continue Image credit: Getty Images/Alphotographic

to receive the full relief on their �irst property for 12 months after opening a second premises.

However, it has been found that businesses wrongly had their relief cut on their �irst site when they acquired a second premises.

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

04

Vertical displays

A SUPPLIER of vertical display units is on the hunt for more stores to partner with, after an existing retailer bene�ited from a 35% rise in drinks sales.

Vertical Vendors specialises in metal units designed to stack four-, six-, eight-, 12- and

24-packs of soft drinks or alcohol cans. The 420mm-wide by 290mm-deep units come with a weighted platform, meaning stock hidden will move to the top when packs above are removed, allowing more stock to be ranged in less space.

05

Laughing gas

THOSE caught in “unlawful” will not be required to carry possession of laughing gas, the substance, it can only be also known as nitrous oxide, used legitimately in profesface up to 14 years in prison sional kitchens and for medical purposes. Crime and policfrom 8 November.

The measures are being in- ing minister Chris Philp said: troduced to tackle antisocial “Both users and sellers will behaviour. Although licences face the full force of the law.”

@retailexpress facebook.com/betterretailing

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

megan.humphrey@newtrade.co.uk 07597 588972

DeliveryDrop responds to driver and pricing claims ALEX YAU RETAILERS have removed DeliveryDrop services, after accusing the home delivery �irm of failing to provide drivers and simplify price changes.

Five store owners across the UK claimed they had experienced ongoing issues over the past year with the company, with absent drivers being a major issue.

One of the affected retailers, who asked not to be named, told Retail Express: “I’ve stopped the service because I paid several hundreds of pounds in fees, but had no delivery drivers turn up.

“I ended up having to deliver one customer’s order myself. This can lead to negative feedback, which affects your business.”

The �irm’s services had also been removed by another retailer for similar issues, while a further store owner told Retail Express they are to stop offering DeliveryDrop due to drivers not picking up orders.

They said: “It’s a really good product overall and has the potential to compete with companies such as Snappy Shopper, Deliveroo and Uber Eats.

It just needs to get issues such as the missing drivers resolved.”

Two retailers reported issues with price changes, but were positive about the company’s response, and stressed there were high hopes, should DeliveryDrop

act upon the problems. One of the store owners told Retail Express: “The platform itself needs to evolve because it can take a while to do one simple price change.

You have to go through a number of screens and button presses.

“All this time adds up when you’re a busy retailer and this is especially important when so many suppliers and wholesalers are changing their pricing more frequently. Sometimes a customer spots the incorrect pricing and you have to honour it.

“To be fair to DeliveryDrop, they are quite communicative when you give them feedback. The promotions they run are good as they can attract demand. It can be a great service for both stores and their customers, but there can be improvements made to support retailers.”

Launched in 2020, the �irm received a £14.5m investment from Shef�ield United’s former co-chair to support its expansion.

At the time, the �irm promised support with inventory scanning, access to a thirdparty driver network and EPoS integration.

Asked by Retail Express how the �irm was addressing issues raised by retailers, DeliveryDrop chief executive Syed Sherazi said: “We are supported by a third-party network of 20,000 drivers nationwide, no different to those used

express yourself “WE’VE focused heavily on food to go, which now brings in £4,000 every week from a loyal base of new and returning customers who travel to us specifically to get their bacon bap in the morning or lunchtime pizzas, burgers and hot goods. If I had someone to work past 2pm, I’d look at evening meals as well. That’s the element of our store that makes us stand out from a lot of the competition in the area.”

Ian Lewis, Spar Minster Lovell, Witney, Oxfordshire

03

GOOD WEEK PAYPOINT: The service provider has announced expansion of its Love2Shop gift card offering, in partnership with 21 of the UK’s multiple retailers. As of 9 October, Love2Shop gift cards were available in more than 2,600 stores, giving customers the chance to purchase physical gift cards in shops. PayPoint said it would be working with independent stores to make the gift cards available in early 2024.

For the full story, go to betterretailing.com and search ‘PayPoint’ NISA: The symbol group highlighted challenges facing women in retail at its annual Expo, in a dedicated panel session. This included Co-op Food’s commercial director, Sinead Bell; Women in Wholesale founder Elit Rowland; Greencore’s business improvement coordinator, Monique Munro; and owner of Whytes of New Pitsligo, Julie-Ann Whyte.

BAD WEEK

by KFC and McDonald’s.

“There have been instances where drivers have turned up to stores and orders are never ready. These are marked as blackspots and we have to reallocate a driver. We accept there are some areas where you don’t get drivers because there’s no network there.

“The network has an algorithm where it marks off an area with repeat issues.

The system has to put these retailers on hold. We’ve got a whole force to support retailers, who will call stores if there is an issue. We also offer telephone support for

the column where you can make your voice heard

retailers from 9am to 10pm each day.

“With regards to pricing issues, every retailer has an account manager allocated to them. If they’re unable to update pricing, they can contact their account manager, who can help update the entire category.

“Some stores are advertising upwards of 4,000 products and we can’t update all those products straightaway. Retailers do have several options to do the updates themselves, whether that’s through a tablet or desktop computer.

We have many successful

retailers who are actually updating pricing themselves. The system will allow you to do it within seconds.

“Some of our rivals take 30-35% commission from deliveries, whereas we only take 10%. The average time it takes a driver to turn up to a store upon receiving noti�ication of an order is 12 minutes.

“Where retailers don’t have WiFi for our tablets, we provide a SIM card from BT, which is a cost to us. We also help fund point of sale, merchandising and branded bags.”

IDC: Booker, Bobby’s, Cotswold Fayre and Epicurium are unlikely to reclaim debt owned by their drop-shipment partner, IDC, according to the administrator’s latest report. Last month, ReSolve said the firm had insufficient funds to pay back nearly £6.6m in debt owed to 350 unsecured creditors.

VAPES: Government proposals to impose packaging, display and age restrictions alongside increased enforcement powers has threatened future vaping sales in local shops. In October, the government released its consultation into creating a “smoke-free generation” by 2040. The report cited several legislative proposals and upcoming funding, which could cost stores thousands of pounds.

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

What do you do to make your store a destination?

“I’VE been led by the idea that theatre is more important than price, and that’s what works for my store. We stock produce from local farms. People travel because they can get organic and locally sourced products from us. Whatever you’re going to do, make it the best and make it serviceable. Our point of difference is fresh dayto-day goods, so our fresh is always on point.”

Harj Dhasee, The Village Store, Mickleton, Gloucestershire

“PEOPLE are more likely to come here because they can build up loyalty points and come back to use them at Christmas. That loyalty card makes you stand out from the crowd. We also offer free parking, which makes travelling to us more convenient for our shoppers. We offer euros behind the till, which has made the store more attractive to customers from across the border.”

Enya McAteer, Mulkerns Spar, Jonesborough, County Armagh

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

Enya McAteer

NEWS

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31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

Delay for new Lotto terminals JACK COURTEZ

UPCOMING National Lottery operator Allwyn claims plans already communicated to stores remain unchanged, despite the arrival of new terminals expected to be delayed by “at least half a year”.

In an interview with the Financial Times in October, the firm’s group chief executive, Robert Chvátal, predicted the

National Lottery would fall short on promises made in its application to run the service.

This includes generating less for good causes than first projected in the first two years of the new licence period, beginning in February 2024.

When asked about the impact on 40,000 partnered stores, an Allwyn spokesperson said: “The plan was never for overnight change on 1 February – the Fourth Li-

cence is a 10-year licence, and transformation and investment will continue over the decade. So, while some of the phasing of the plan has slightly changed, our ambition to fundamentally improve the National Lottery and raise more money for good causes remains the same.

“Crucially, everything we’ve communicated to retailers to date remains unchanged. As we’ve said all

along, we’ve always wanted to ensure there is no disruption to retailers at the point of handover, and our teams across Allwyn and Camelot are working closely together to ensure that is the case.”

To read Allwyn’s full response, go to betterretailing.com and search ‘National Lottery’

London RVM installed A LONDON-BASED retailer has installed what’s thought to be the first reverse vending machine (RVM) in an independent convenience store in the capital.

Peter Patel, owner of Costcutter Brockley, in Lewisham, installed a £12,000 RVM last

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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.

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month in preparation for the deposit return scheme (DRS) in 2025.

The EcoVend unit accepts cans and bottles, and prints out vouchers for customers.

Patel is running a points system via the RVM to raise funds for a local primary school.

OFFER OF FREE EV CHARGERS A MULTIMILLION-POUNDBACKED electric vehicle (EV) company is looking to partner with independent stores to install charging points free of charge.

EVC received £165m in funding from Denham Capital to roll out 100,000 EV charge points across the UK. Retail Express understands retailers are expected to receive a profit share from revenues delivered from the chargers, potentially

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

worth thousands of pounds in profit per year.

EVC offers tailored financial plans to those interested.

Scottish owner mix THE Scottish convenience sector has a wider age and gender balance of store owners when compared to the rest of the UK. The Scottish Local Shop Report 2023, published by the Scottish Grocers’ Federation and the ACS, revealed

that Scotland is more evenly distributed across age groups, with 18% of store owners aged 30 and under.

In the UK, most owners are aged 30 and under (27%), with the proportion decreasing as the age groups increase.

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PRODUCTS

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31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

Nestlé unveils Christmas range Alpen launches PRIYA KHAIRA NESTLÉ Confectionery has revealed its Christmas 2023 line-up, featuring new treats from Quality Street, After Eight, Smarties, Aero, Milkybar and Rowntree’s.

Quality Street has a new shaped The Purple One sweet available exclusively in a limited number of The Purple One bags. Additionally, a small number of Quality Street tubs, cartons and tins will also include the Orange Crunch sweet in the shape of the Caramel Swirl, which is also the new The Purple One shape.

New from After Eight is the Winter Fondant bag, made up

of London landmark-shaped mint fondant sweets. This joins the returning After Eight Gin & Tonic & Mint.

Smarties has launched a Candy Cane Giant Tube, while Aero has launched Candy Cane Bubbles. Both lines feature a mix of red and white candy cane-themed treats that the supplier says are perfect for stocking �illers, festive bakes and sharing occasions.

Smarties Candy Cane Giant Tube contains a mix of red and white milk chocolate Smarties, while Aero Candy Cane Bubbles have an aerated vanilla �lavour centre, and half red and half white shell.

Rowntree’s Randoms Festives are also new for 2023, featuring random festive jelly

Unitas begins ownbrand transition UNITAS Wholesale has begun to transition lines to Local Living, its new own brand taking over from the Lifestyle brand.

The rollout of the brand is beginning this month, transitioning 90 lines from Lifestyle to the new label over several months.

Its launch comes as Unitas’ current own brands are seeing annual growth of

29%, according to Tracey Redfearn, head of marketing and communications at the wholesaler.

The range will focus on core products, such as household and “pantry essentials”.

Unitas will be adding 24 new products to the range in the next three months with the aim of offering 200 Local Living lines.

McVitie’s unveils new campaign PLADIS UK&I is launching a new McVitie’s campaign, ‘There is only one’.

The campaign aims to reaf�irm the brand’s status in the biscuit category. Featuring veteran newsreader Sir Trevor McDonald, it is set to broadcast across TV and cinemas now until 11 November.

“As the category’s true original, McVitie’s is often copied but never equalled, and our campaign will reinforce that in the nation’s psyche,” said Aslı ÖzenTurhan, chief marketing of�icer at Pladis UK&I. The campaign aims to build on McVitie’s wider True Originals Masterbrand campaign that debuted ear-

lier this year.

It will be supported with social media and shopper marketing.

Pladis has also featured an on-pack promotion championing its partnership with mental health charity Mind.

shapes in delicious fruity �lavours.

Nestlé is also adding to its

Milkybar range this year with Milkybar Speculoos, available from Booker and One Stop.

Pork Farms expands range PORK pie brand Pork Farms has expanded its range with a Hog Roast and Apple Medium Pork Pie, available until spring 2024.

Encased in a traditional hot water crust pastry, the pie contains a combination of British pork and dried apple. Weighing 295g, it has an RRP of £2.50.

The supplier says it is a response to a gap in the market for �lavour innovation in medium-sized pork pies.

Additionally, the medium size format caters to sharing occasions in the run-up to the festive party season.

Pork Farms is aiming to build on its 50% growth in the past 12 weeks, reaching total sales of £12.9m.

Marmite launches ad campaign MARMITE is targeting new young adult customers with its ‘First timers’ campaign, after YouGov research revealed that 43% of 18-to-24year-olds have never tried it.

The launch of the campaign coincides with Freshers’ Week for universities across the country, and consists of a 30-second and a 60-second TV advert that provides viewers with a lesson on how to eat and not to

eat Marmite.

These adverts are being supported by social media and digital outdoor marketing, as well as Spotify ads and a quiz on dating app Tinder asking participants to ‘love’ or ‘hate’ certain behaviours in a potential partner.

Laura Iliffe, Marmite brand manager, said: “This campaign represents a step-change in the way we advertise Marmite.”

new bars range

ALPEN is updating its Alpen Light bars range with the launch of new Alpen Delight bars.

The bars are available in six �lavours, including the new Chocolate, Caramel & Shortbread; Raspberry Rocky Road; and Chocolate Honeycomb; as well as Salted Caramel; White Chocolate, Raspberry & Shortcake; and Chocolate Brownie. Each variety comes in a multipack of �ive bars with an RRP of £1.09.

All bars in the range are wrapped in updated packaging and contain less than 100 calories.

The brand is accompa-

nying the relaunch with a national sampling campaign throughout autumn. The sampling campaign will run both in-person and via the Triyit platform, which will enable 40,000 people to trial the new bars.

PUKKA has added to its savoury pastry-to-go range with an All Day Breakfast Slice and a Chicken Pasty.

The All Day Breakfast Slice (RRP £1.75) consists of baked beans, sausage, smoked bacon and mushrooms in a golden puff pastry case.

The Chicken Pasty (also £1.75) contains roast chicken, potato, swede, onion and gravy. Both new launches can be enjoyed hot or cold.

Isaac Fisher, managing di-

rector at Pukka, said: “Bringing together great taste and something new to Slices, this launch gives shoppers the opportunity to enjoy Pukka hot or cold at breakfast, lunch or dinner.”

The new launches come as Pukka’s retail sales value has grown by 23% to £70m, more than twice as fast as its market.

Pukka expands pastry range

Lucozade Alert goes sugar-free SUNTORY Beverage & Food GB&I (SBF GB&I) is aiming to capitalise on the growth of its Lucozade Alert brand with the launch of a Zero Sugar Mango Peachade variety, the brand’s �irst sugarfree �lavour.

Available this month in 500ml cans, including a £1 price-marked can, its launch comes as the range has seen 64.5% annual growth to be worth more than £11.2m.

Additionally, the zerosugar energy segment is experiencing 24.3% growth, and stimulation has been the strongest overall energy performer, making up 80% of the category and worth £345m in convenience in the past year.

Currently, less than 15% of stimulation value sales come from zero-sugar drinks, but they are driving more than 30% of the category growth.

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PRODUCTS

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Rustlers targets big night in PRIYA KHAIRA KEPAK has rolled out a national consumer campaign in support of its Rustlers brand, focused on the bignight-in occasion.

The campaign includes TV advertising, which the supplier anticipates will reach 103 million consumers, and in�luencer marketing.

It will push the brand’s “better than you think” messaging, and comes amid research �inding that shoppers intend to order fewer takeaways, meaning retailers should try to offer more “fakeaway” options in their stores.

The company aims to make the most out of this

trend through its campaign.

Elaine Rothballer, head of marketing consumer brands at Kepak, said: “Consumers are still very much looking at tightening the belt, especially in the run-up to Christmas. This paves the way for brands such as Rustlers, as we offer a better-value alternative to ordering a takeaway.

“The big night in is all about relaxing, with good food and close companions.

Shoppers don’t want to eat into this time by waiting hours for a takeaway or spending time cooking in the kitchen. Rustlers offers the perfect solution. They take just 90 seconds to prepare.”

Yazoo gets packaging update FRIESLANDCAMPINA has updated the packaging across its core Yazoo 300ml, 400ml and 1l range.

The updated bottles feature “elevated visuals” that increase stand-out on shelf and highlight the brand’s ingredients.

They are also made from 100% recycled PET and are recyclable. Yazoo has also replaced the sleeves with a perforated material that has a pull tab, as well as added tethered caps to reduce littering.

These changes are in line with Yazoo’s aim to have 95% of its packaging recyclable and/or reusable by 2025.

The supplier has also added a “high in protein”

splash to cater to the growing segment.

It will support the rollout of the new bottles with social media and digital marketing content, as well as PoS.

WORLD of Sweets has added a selection of Warheads theatre box formats to its American confectionery range.

New varieties from the sour candy brand include Galactic Mix Cubes, which contains black cubes featuring Black Hole Cherry, Cosmic Punch and Rocket Raspberry �lavours. They also turn the tongue black, which the distributor says will make them popular with children.

Also available in the format is Warheads Wedgies. These are wedge-shaped chewy sweets with a sour coating and fruity inside, available in Watermelon Punch, Pink Lemonade and Cherry Limeade �lavours.

Both 99g boxes carry a £2.50 RRP. Warheads currently has a UK retail value of £4.7m, having grown by 132% annually.

New Warheads from World of Sweets

Retailer cash prizes from KP KP Snacks is marking the 70th anniversary of KP Nuts with a £70,000 giveaway fund for retailers.

The giveaway, running until 3 December, offers retailers the chance to win one of 70 £700 cash prizes, as well as 160 £70 stock vouchers.

Retailers are automatically entered into a prize draw when they range four cases of £1.25 Flavoured Nuts.

Additionally, KP is donat-

ing 10p to Movember for every case sold in November, aiming for a total donation of £10,000.

The giveaway comes as the tasty nuts segment has been leading the growth of crisps, snacks and nuts over the past year, with KP at the forefront.

KP has a 25.6% share of the nuts segment, having seen 19.1% annual growth last year to be worth £97m in retail sales value.

KP Snacks launches McCoy’s campaign KP SNACKS has put £1m into a media campaign promoting its McCoy’s Epic Eats range.

Running until early December across channels including radio, outdoor and social media, the campaign will drive awareness of the two newest Epic Eats varieties: Chip Shop Curry Sauce and Bangin’ BBQ. It aims to capitalise on McCoy’s status as the UK’s number-one ridged crisp brand while increasing penetration of the Epic Eats range with the tagline, ‘Epic Flavour, Epic Crunch, Epic Eats’.

John McDougall, McCoy’s brand manager, said: “The McCoy’s brand is famous for its innovative and iconic �lavours, and the new campaign

capitalises on this while tempting consumers to try something new.”

The campaign comes as the McCoy’s brand is worth £171.7m.

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

Sipsmith unveils new bottle design CRAFT gin brand Sipsmith has unveiled a new bottle design, making it taller and adding a ripple pattern on its shoulders.

The supplier says its new design is also more ergonomic, offering drinkers a comfortable grip for handling and pouring.

It has also updated its label design to increase on-shelf standout.

Additionally, the design uses up to 44% recycled content and uses 20% less than its predecessor. It also no longer features the wax-dipped lid, which the supplier says will save seven tonnes of single-use plas-

tic per year and make the recycling process easier for customers.

The Sipsmith range will move to the new design during the end of this year and into 2024.

KP SNACKS has added Crunchy Coated Aromatic Thai Chilli and Crunchy Coated Katsu Curry varieties to its KP Flavour Kravers range.

Both varieties are available now in 130g sharing bags at an RRP of £3.

The supplier is hoping to tempt new shoppers to the nuts segment with the new �lavours, as taste is the number-one driver of crisps, snacks and nuts (CSN) category sales.

Additionally, it aims to tap into the growth of the CSN sharing occasion, which is worth £1.6bn and is growing in value by 13.8%.

Jenny Blanco Barcia, marketing manager at KP Snacks,

said: “As the leader in the nuts segment, KP is driving category growth with �lavour innovation that engages and disrupts shoppers.”

CANNED wine brand Most Wanted Wines has added a 0.5% ABV Sauvignon Blanc �izz can to its range, marking its debut in the low- and noalcohol category.

The 200ml can is available to convenience retailers from LWC Drinks with a £2 RRP. Its launch comes amid research from Wine Intelligence reporting that nearly 40% of regular wine drinkers, particularly younger adult ones, are proactively curbing their wine intake.

Additionally, 86% of consumers prefer non-alcoholic drinks in a single-serve format, according to consumer research �irm Attest.

Sarah Watkins, brand manager at Most Wanted Wines,

said: “Our consumers wanted a convenient, alcohol-free option that aligns with their lifestyle choices, and we’re proud to have met that demand head-on.”

KP Snacks expands range

Most Wanted Wines’ low-alcohol debut

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PRODUCTS

10

Imperial extends Embassy line Old El Paso continues PRIYA KHAIRA IMPERIAL Tobacco has extended its Embassy Signature range with the addition of a new roll-your-own (RYO) tobacco variety.

The new variety is available in a 30g pouch with an RRP of £15.80. At the time of the launch, Embassy Signature is Imperial’s fastest-selling tobacco blend.

In support of the launch, there is a deal at select wholesalers offering £5 off an outer.

Tom Gully, head of consumer marketing UK & Ireland at Imperial, said: “We know value is a major factor for shoppers at present, with many adult smokers shifting

into the economy and value RYO price segments. In fact, these two price segments now collectively account for over half (54%) of all RYO tobacco sales.

“With Imperial holding a 46% market share of these value segments, and our Embassy Signature Rolling Tobacco now our lowest-priced RYO value brand, Imperial is well placed to help retailers tap into this trend.

“Rolling tobacco that bene�its from the recognition of popular cigarette brands such as Embassy Signature is an important purchase driver for consumers, especially those moving into the sub-value pricing category, as they seek out the reassurance of a

WEETABIX has updated its packaging across its Original and Flavoured product ranges, including Banana, Golden Syrup and Chocolate.

The updated packaging highlights the locally grown British wheat used in the products and the farmers responsible for growing it.

Weetabix has also launched a new traceability website in an attempt to be more transparent about its

supply chain. It features an interactive map allowing users to learn more about the farms within the Weetabix Growers Group and the farmers working on them.

The new pack features a NaviLens code, produced to help blind and partially sighted shoppers access packs more easily in store, as well as helping them visit an accessible version of the traceability website.

Weetabix gets packaging refresh

Cash prizes for Flipz shoppers FLIPZ’S new ‘Grab a grand’ on-pack promotion is its largest to date, according to supplier Pladis.

Live now, the promotion offers shoppers the chance to win a £1,000 cash prize every week until 23 December 2023.

To enter, shoppers need to buy a participating pack and scan its QR code.

Participating packs with campaign-speci�ic designs are Flipz Milk Chocolate (80g price-marked and 90g), Flipz Peanut Butter (80g PMP) and Flipz Salted Caramel (90g).

“Our Flipz brand continues to blow expectations out of the water, having become one of the biggest snacking brand launches in the past

�ive years,” said Kate Howe, brand manager – Flipz at Pladis UK&I. Pladis is supporting the campaign with a social media campaign.

trusted brand.

“Through the launch of our new Embassy Signature Rolling Tobacco, we’re directly

responding to this trend with a new launch from a familiar name that offers the same great quality.”

Bovril partners with Peter Crouch BOVRIL has announced its partnership with football club Burton Albion with a campaign headed by former footballer Peter Crouch.

Burton Albion, known as The Brewers, is the local team to Unilever‘s Burton-uponTrent factory, where Bovril is produced.

The supplier is aiming to raise awareness and drive trial of Bovril in a setting where it has traditionally been consumed – the football stadium.

Its ‘Warming the Terraces’ campaign is aimed at reintroducing Bovril to football fans aged 30-to-65, as well as recruiting younger adults.

It features Crouch sharing the brand’s history and herit-

age, as well as how to make the perfect Bovril brew. It will consist of videos uploaded to YouTube and social media channels over the next 12 months.

BEN & Jerry’s will switch its non-dairy ice cream range from an almond base to an oat base next year.

By spring 2024, the nearly 20 existing Non-Dairy Ben & Jerry’s varieties will switch to the new base, beginning with Non-Dairy Cookies on Cookie Dough.

Additionally, to celebrate the transition, Ben & Jerry’s

will launch a new �lavour.

Each variety in the range will have a £4.90 RRP. According to the supplier, an oat base creates a smoother texture, allowing �lavours like chocolate, caramel and vanilla to be closer to their dairy counterparts.

The oat recipe also reduces nut allergens, making the options more inclusive.

partnership with NFL

OLD El Paso is continuing its partnership with the NFL for a second year.

With the UK being one of the fastest-growing markets for NFL, with 14.3 million fans, the partnership allows for Old El Paso to build brand association with UK fans.

The now-live partnership will advertise Old El Paso Nachos as being the go-to snack of choice for game day.

The partnership will be supported with digital and social media activity, followed by a TV presence throughout Super Bowl LVII season.

Aditi Hilgers, head of meals at General Mills, said: “With

34% of sport fans more likely to purchase from NFL sponsors, our of�icial partnership is a fantastic opportunity to retain top-of-mind brand association.”

BRITVIC has kicked off its partnership with videogame EA Sports FC 24 with an on-pack promotion across its Pepsi Max range.

The promotion gives shoppers the chance to win in-game rewards with participating 500ml bottles of Pepsi Max, Pepsi Max Cherry and Pepsi Max Lime.

Running until 31 December 2023, it encourages repeat purchases, with shoppers able to receive up to 10 in-game rewards.

To enter, consumers must enter their bottle’s unique promo code on the Pepsi Max microsite to unlock rewards.

Each claimant receives a Pepsi Ultimate Team in-game pack and an additional prize.

Retailers will have access to bespoke PoS in support of the promotion, more information on which is available from Britvic’s At Your Convenience site.

Pepsi Max launches on-pack promo

Ben & Jerry’s Speciality Brands to switches to oat base distribute Chopin SPECIALITY Brands has signed an agreement with super-premium Polish brand Chopin Vodka to become the brand’s exclusive UK distributor.

Chopin is a family-owned brand based in eastern Poland, and oversees 100% of its production process, from farm to bottle.

It produces Wheat, Rye and Potato varieties, each with a 40% ABV. Speciality Brands will also bring Chopin’s limited-edition Vera Wang bottle, blended editions and Family Reserve to the UK. Through the partnership, the distributor aims to expand Chopin’s presence in the on- and off-trade.

PAID FEATURE TEST THE TOOLS

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

In partnership with

11

RETAILER

VIEW

Bay Bashir, Go Local Belle Vue Convenience, Middlesbrough What do retailers think of PayPoint and how is that changing?

PayPoint has evolved so much in the past 10 years.

There are still some negative perceptions, but the company has changed in a positive way. Retailers should definitely give them a look – if you haven’t got PayPoint, speak to a rep to find out more. New services are coming on board all the time that are going to benefit your store and your income.

EVERYTHING YOU NEED TO RUN YOUR STORE

What should retailers do if they’ve still got doubts?

If people have got doubts, they can ask me, they can talk to the Fed or they can talk directly to a PayPoint rep. Be open to a conversation – there are so many positive things happening around them, including new incentives. You’ll be a better store by having PayPoint and they offer much more than just bill payments now.

Members of the Fed can sign-up to be a PayPoint Park Super Agent. What are the benefits of doing this?

There are loads of reasons to sign up. It helps people save for Christmas, it’s a great in-store initiative, Park do all the administration – all retailers need to do is sell it to customers.

The best part is that there are three really simple ways to make money. You get £10 for every sign-up, 3% of all savings and £5 for every customer that uses the scheme again next year. I’m expecting over £1,000 in commission just from signing up 40 customers.

PAYPOINT’s mission is to deliver innovative technology and services that make life easier – and business more prosperous – for convenience store owners

For more information, visit retailer.paypoint.com

1

Park Savings If you’re a member of the Fed, you can become a PayPoint Park Super Agent and earn over £1,000 a year in commission. You’ll also receive extensive marketing support.

2

Digital vouchers Bring more customers into your store through PayPoint’s voucher partnerships, such as Love2shop. You’ll earn commission of up to 2% on every sale.

3

Counter Cash Offer a community service, save on bank charges and get paid for every customer transaction, including cash withdrawals (13p) and balance enquiries (8p).

xxx

OPPORTUNITIES TO EARN AND SAVE

4

Anthony Sappor, retail proposition & partnerships director, PayPoint Group

Card payments Provide next-day settlements at no extra cost and, in most cases, PayPoint pays your exit fees when you switch to a new acquirer.

5

YouLend Access fast and flexible funding through PayPoint partner YouLend. Use it to purchase stock, refurbish your premises or boost your cash flow.

OPINION

14

COMING UP IN THE 3 NOVEMBER ISSUE OF RN

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 COST CUTTING: How are you cutting costs to protect profitability?

“NEW staff members have to be trained properly, or they’ll cost 25% more every time you have to get them up to speed. We’ve also introduced Shop Safe technology, so we aren’t wasting time because of conflicts about shoplifting.”

Premium nights in: help your customers recreate the restaurant experience

Dave Hiscutt, Londis Westham Road, Weymouth, Dorset

“YOU should look at your top 10 wastage lines and address them on a weekly basis. We have a dedicated reducedto-clear section, so whatever lines you’re looking to reduce are put in front of customers looking for them.”

Jonathan James, owner of James Retail Ltd

+

Social media: how to build a successful Facebook platform

+

The Fed launches a retail crime initiative in support of local store security grants

We have a dedicated reduced-to-clear section SMALLER SITES: How are you making big profits despite space limitations?

Pricewatch: see what other retailers are charging for premium cigarettes and boost your own profits 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

We’ve been more innovative than ever “SOMEONE told us about people coming to stores claiming to be with a parcel-collection service, and then taking and stealing packages. Now we check their ID and there’s a member of staff with them so they can’t steal anything.”

Jeet Bansi, Londis Meon Vale, Stratford-upon-Avon, Warwickshire

“FRAUDULENT payment methods come up quickly and are shared on Facebook and Snapchat, so it’s hard for retailers to get ahead. Retailers need to educate themselves and ask online shop providers what protections they have against scammers.”

Faisal Naseem, owner of two stores in Arbroath, Angus

Jonathan Cobb, Miserden Post Office & Stores, Stroud, Gloucestershire

Retailers need to educate themselves GENDER: Have opportunities for female retailers increased?

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David Lomas, Lomas News, Bury, Lancashire

“WE try to have one of everything in at all times, so we don’t give customers the idea that we might not have what they’re looking for. Even if it means buying one thing from a supermarket and making no money, for us it’s about retaining customers.”

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“YOU can just have a thought and then do it. You don’t have to do a massive shop refit with loads of cash or wait for planning permission. We’ve been more innovative than ever as we as look to compete with Co-op. We’re always swapping and changing.”

I can bring a totally different perspective

“I WAS asked to join Unilever’s panel last month and it marked the first time they have invited a female retailer. I wasn’t expecting to be asked because it’s always been men in the past.

I think, as a female, I can bring a totally different perspective.”

Sue Nithyanandan, Costcutter Epsom, Surrey

“I WAS asked to be on Booker’s Development Group. There are definitely more women on the panel than there used to be, and I think it’s a massive step forward to be involved.

I’m definitely seeing more female retailers being given more opportunities.”

Anita Nye, Premier Eldred Drive Stores, Orpington, south-east London

LETTERS

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

15

SUSAN Spar Tidworth, COnNOLLY Wiltshire

Letters may be edited

Get involved at Christmas

‘I need more crime support from my PCC’ I HAVE contacted my police and crime commissioner (PCC) because we had an incident of a regular shoplifter, and when I kept reporting it the police, they just sent an email saying they wouldn’t take it any further because it’s low-value theft.

I’m not asking them to take it further, but just to take note of this person because he may be pro-

li�ic – they don’t even ask you to send any evidence.

I did write to my PCC, who responded that it’s an operational matter, and she’s not involved in operations.

Surrey PCC Katy Bourne told me at an ACS event this month that there’s an in-between team who are putting things in certain piles, but [I think] there should be some guidance on how to respond to

COMMUNITY RETAILER

OF THE WEEK

Linda Williams, Premier – Broadway Convenience Store, Oxgangs, Edinburgh

these letters. We are quite disappointed to be having this experience. I’m not anti-police, I’ve always been with them. But this sort of response puts a lot pressure on retailers when police say they’ll come in two months – it’s a long time. Each police force has to decide what is important to them.

Sue Nithyanandan, Costcutter Epsom, Surrey

Lisa Townsend, Surrey PCC, responded: “The concerns raised by retail workers over shoplifting are vitally important for both myself and the force. Our of�icers are not complacent about the serious harm this offending can cause.

Surrey [residents] have made it clear that more needs to be done to tackle retail crime, and we are listening. I’d urge anyone affected to [report shoplifting offences].”

COMMUNITY RETAILER

OF THE WEEK

Harj Singh, H & Jodie’s – Nisa Local, Walsall, West Midlands

‘Proud to receive the ‘We’re this year’s Raj Aggarwal Trophy’ Charity Champion’ Picture credit: @NisaRetail

“WE were honoured to receive the ACS’ 2023 Raj Aggarwal Trophy for our work in the community. During the pandemic, we started a Hardship Fund and raised £10,000 for people in need. We try to recruit locally and do our best to mentor troubled youths. There’s been animosity in the past between our community and the army barracks, but through recruiting army wives, we’ve helped bridge the gap. It’s nice to know people can rely on us for help and support.”

“WE were overwhelmed to be named Charity Champion of the Year at this year’s Nisa Expo by Making a Difference Locally (MADL). It all started when Suntory Beverage & Food GB&I gave us 26 pallets of Ribena to donate to local causes, which opened up opportunities for us to work with councils and food banks. In 2022, we were given the chance to get our 22 contacts of community groups to apply for £500 funding, and everyone got it. The High Heath Hub helps us stand out the most.”

BEING prepared for Christmas is all about making sure we’ve got all the right products for our customers: all those lastminute things like foil, gravy and the various sauces that people might forget and only remember on Christmas Eve when the big multiples are shut.

Since lockdown, we’ve always Each issue, one of seven top installed a non-food retailers shares advice to gifting range in the make your store magnificent store. We sell things like children’s games, chess sets and a range of children’s books I introduced using an online wholesaler. They’re easy wins, offer high margins and because they’re all priced under £5, they can play a huge role in growing impulse sales and basket spend.

People see it and say ‘wow!’.

But it’s also so important to get other things in place.

At Christmas, you want to make sure all your high-value goods are locked away, all your alarms are working and your staff are fully trained to look out for shoplifters, and to lock up correctly. Unfortunately, break-ins increase at this time of year.

We also try to get into the spirit of things in our store at this time of year. We always put a Christmas tree up.

It’s all about the theatre and we’ll dangle some items from the branches in the lead up to the big day. It doesn’t have to be a big, grand thing, but it’s important to make it relevant. Last year, with the World Cup, we had baubles with each country’s flag on them and took them off as they got knocked out.

If you can tie in the community at Christmas, that’s even better. We do an advent calendar in December and put up a post on Facebook, and the people who comment on it can win the prize each day, whether it’s a bottle of wine or a toy. We’ll then have a grand prize on Christmas Eve. If you buy enough from your supplier, you can often get these prizes for free. And it all ties in the community and keeps your store – and its opening hours – embedded in their minds right up to Christmas. Last year, our grand prize was an air fryer and we didn’t have to pay for it ourselves.

Also, don’t forget to wish your customers a Merry Christmas on your Facebook pages. You could even send Christmas cards thanking them for their support. Tiny, subliminal things like that help to make you part of the community and increase footfall and spend.

Get in touch

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

CATEGORY ADVICE SPORTS DRINKS

16

GAME ON FOR SPORTS DRINKS CHARLES SMITH finds that if retailers make room for sports drinks, they can keep shoppers coming back all year round

MAKE A FEATURE OF SPORTS DRINKS MILLIONS of consumers treat themselves to sports drinks from local stores on their way to playing sport or working out, for refreshment and to enhance performance. A growing subset of energy drinks, sports drinks are loyalty builders for retailers near gyms, but the challenge is increasing sales in smaller outlets further away from sports facilities.

To seriously grow sales, convenience stores need to feature sports drinks more prominent-

ly in their soft drinks ranges and focus on bestsellers and new lines. Currently in Bestway’s sports & energy top 10, Monster Energy Drink 500ml sits at number one and Lucozade Energy Orange at number two. Lucozade Sport is number five, the only sports drink included. Lucozade Sport sits on the fourth shelf in Bestway’s soft drinks planogram in its ‘30 secs to drive sales’ video.

This implies that there is more that wholesalers and retailers

could be doing to heighten the prominence of sports drinks to customers.

The ideal solution, where space allows, is for retailers to stock a wide range of sports drinks in a dedicated chiller.

Capturing the sports drinks opportunity and becoming shoppers’ store of choice is about making them stand out from energy drinks, offering brands and flavours consumers want, and keeping them coming back.

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

DRIVING SALES THROUGH INNOVATION.

N A M E : JAC K M AT T H E WS

S T O R E : B R A D L E Y’ S S U P E R M A R K E T L O CAT I O N : L E I C E S T E R S H I R E

JACK’S GOT HIS RANGE SORTED. HAVE YOU? I N N OVATI O N

Innovation is key to increasing sales, delivering 29% of all category growth.* Stocking new launches brings excitement to your fixture.

M O N STE R E N E RGY

NEW

NEW

NEW

Monster delivers 67% of all innovation sales* so make sure new launches such as Lewis Hamilton Zero Sugar, Aussie Style Lemonade and Ultra Rosa are added to your range.

For innovation advice and to hear from Jack and other retailers just visit: salessupercharged.co.uk ©2023 Monster Energy Company. All rights Reserved. MONSTER ENERGY®, ®, MONSTER ENERGY ULTRA® are all registered trademarks of Monster Energy Company.

Source: *Nielsen: Values Sales, Total Coverage, MAT to w/e 28/01/23

COC1547_Sales Supercharged Jack Ad_RE_AW3.indd 1

15/09/2023 12:24

CATEGORY ADVICE SPORTS DRINKS

18

RED BULL GIVES YOU WIIINGS.

BRANDS, LOW SUGAR AND VALUE LUCOZADE and Boost’s sport brands’ sales are growing, winning new consumers previously put off energy and sports drinks by the perceived lack of flavour choices and showing the importance of brand loyalty in this category.

On top of this, the low- and no-sugar segment is growing

22% annually in soft drinks overall, generating almost half (48%) of total sales. Lucozade launched Lucozade Sport Zero Sugar in March, with only four calories, in Orange & Peach and Raspberry & Passion Fruit flavours, targeting consumers not currently buying Lucozade Sport. Like the rest of Lucozade

Sport’s range, the Zero Sugar varieties come with functional benefits – in this case, added sodium and vitamin B3.

At the other end of the pricing spectrum, own label and price-marked packs (PMP) offer important value options.

Unitas Wholesale responded in October, launching LSV

Sport 500ml limited-edition Cherry variety, price-marked at 75p, below Boost’s 79p PMPs, alongside a new pack design across the LSV Sport range.

Donna Barnett, Unitas trading controller, said the new variety PMP would “deliver profit for retailers and value for shoppers”.

RETAILER

VIEW

Usha Amin, Londis North Cheam, Surrey “OUR store is across the road from a sports club with a gym and a pool. The soft drinks chiller is on the left by the door, facing the counter. Sports and energy drinks here are mostly bought by people before or after their sessions. People buying them are boys and men aged 16-25, but a lot of girls and women buy them, too. One customer buys them after swimming. It’s best to put them in the chiller. If they aren’t cold, they don’t sell.

“We have Lucozade Sport 500ml £1.39 PMPs of Mango & Passionfruit, Orange and Raspberry on the third shelf. We put our sports drinks close to their position in Bestway’s planogram, but our merchandising is very much our decision. Londis refitted the store a few years ago and we worked out the range and positioning ourselves, and haven’t followed any set planograms. Brands are important, but shoppers also go for own label, because it’s cheaper.

“You should give bestselling lines two facings, including for each Lucozade Sport flavour. Slower sellers should get one. In a bigger store, there’s room for more variety. Limited-editions are good, particularly in the summer, but you need to vary them, because after a while, sales die off.

“You should keep leading lines all year round, like Lucozade Sport. Sports and energy drinks buyers also buy other items during their visit. We don’t sell anything specifically alongside them, as they’re in the chiller on their own, but people buying them also pick up things such as protein shakes, snacks, confectionery and food to go.”

Top tips Merchandising and ranging advice Adrian Hipkiss, Marketing director, Boost Drinks To maximise impulse sales, stock a range that offers taste and value and appeals to a spread of budgets and tastes, and what your shoppers are buying.

If you put energy and sports drinks together, place the biggest sellers at eye-level to signpost the subcategories and rank slower sellers by rate of sale.

Provide multiple facings to ensure chilled stock for immediate drinking.

Use signposting to inform shoppers and create customer loyalty.

Use shelf markers to show which products have protein, natural energy etc.

Stock different flavours as they play a key role in making stores stand out from competitors.

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

19

WIIINGS FOR YOUR WINTER. WITH THE TASTE OF SPICED PEAR.

Eyecatching lines Other sport brands to consider: Gatorade 500ml: Orange, Cool Blue, Tropical Burst Nocco BCAA 330ml cans: Blood Orange, Caribbean, Ramonade, Limon del Sol Nuun Sport Lemon Lime, Tri-berry, Orange, Strawberry Lemonade, Energy Variety Pack Powerade 500ml: Ion4 Berry & Tropical, Berry & Tropical Prime Hydration 500ml: Glowberry, LA Dodgers Coconut Wow Hydrate: Lemon & Lime

TAKING SPORTS DRINKS FURTHER MORE than three-quarters (77%) of the UK population take regular exercise, and healthier lifestyles are a priority for many people, despite the cost-of-living squeeze, but to fully reap the rewards, retailers must get the offer right.

As consumers increasingly turn to sports drinks that deliver on quality while not compromising on cost, it’s important for retailers to take into consideration the two main purchase drivers – taste and value.

Functional energy products are driving the market.

Products with electrolytes and vitamins, such as Prime and Body Fuel, are showing massive growth, while func-

tional energy drinks containing nootropics – ingredients that claim to improve thinking, learning and memory – are also starting to become popular. Retailers should expect to see this trend reflected in sports drinks launches in 2024.

The big sports drinks brands do well with multipacks in supermarkets and online, but they are often slow sellers in convenience stores, with people only picking them up on offer, like four bottles for £2 or £3, and the margins are less than single packs. A further factor, if multipacks won’t fit in the chiller, they won’t sell, because people want them cold.

20

CATEGORY ADVICE SPORTS DRINKS

RETAILER

VIEW

Latest launches

Hitesh Modi, Londis BWS, Chesham, Buckinghamshire Lucozade Sport Zero Sugar Orange & Peach and Raspberry & Mango & Passionfruit PMP £1.19.

“OUR nearest gym is two miles away, and they sell sports drinks, but I’m not aware of anyone specifically coming here for sports drinks beforehand. Shoppers also tend to buy energy bars with these drinks. There are so many sports lines, you should concentrate on what sells in your store, and ideally have them all together in one section.

“Stock the widest possible range, as the demand is there, especially if people see something different, and PMPs. Multipacks sell well when they’re on offer, but singles offer better margins. We do our own thing with ranging, and work with suppliers’ reps. Go for promotions, depending on what’s on offer and what you can fit in. With limited-editions, sales will depend on the hype and demand, otherwise you should focus on what works.”

Boost Sport limited edition Raspberry & Mango 500ml PMP 79p.

Applied Nutrition Body Fuel 500ml Icy Blue Raz and Lemon & Lime.

Unitas Wholesale LSV Sport 500ml limitededition Cherry variety, PMP 75p. The launch accompanies a new pack design across the LSV Sport range.

KNOW YOUR SHOPPERS MOST people buying sports drinks are likely to be regulars, going to the gym or playing sport all year round, and buying them for a boost before a workout. Autumn sees fresh interest, with people back from

holiday focusing on physical and mental health. Sports drinks sales slow before Christmas, then pick up again afterwards. Healthy January is a big occasion for healthy lifestyles and fitness-related

purchasing, with new year’s resolutions bringing about positive lifestyle and nutrition changes, and there will also be people joining gyms in January and going for a while, then stopping.

Make sure you have stocked up for key times of year for exercise and recreations – detox January, late spring as the weather improves and people get out more, and autumn, when the holidays are over.

CATEGORY ADVICE PMPS

21

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

21

TO PRICE-MARK OR NOT TO PRICE-MARK In a cost-of-living crisis, CHARLES WHITTING discovers where retailers can use price-marked packs best to encourage customers while looking after their own margins

THE PRICEMARKED DEBATE THE argument about pricemarked packs (PMP) is a wellworn one. Their advocates point to the boost they give to customer confidence and the growing importance of this confidence in the middle of a cost-of-living crisis.

According to Britvic, 66.9% of sales in the convenience channel are price-marked, up from 66% in 2021, a clear sign that more and more retailers are coming to rely on PMPs to bolster their store’s overall appeal.

“I’m quite reliant on PMPs,” says Imran Nasim, from Symington Stores in Kilmarnock. “They make up about three-quarters of our

sales and we use them in most categories. It helps to grow our customers’ basket spend.”

PMPs’ critics point to their lack of flexibility when it comes to margins, with retailers unable to raise prices if needed and accusations that they’re making less money from each PMP sale.

“We’re trying to reduce how many PMPs we have in the store because in a cost-ofliving crisis, they’re not leaving us with a good enough margin. We need an overall margin of 25-30%,” says Paresh Vyas, from Limehurst Mini Market in Ashton-underLyne, Greater Manchester.

RETAILER

VIEW

Paresh Vyas, Limehurst Mini Market, Ashton-under- Lyne, Greater Manchester “WITHIN confectionery, our fast-selling lines are price-marked because people remember the price. So, Cadbury Dairy Milk is price-marked at 65p. But the slow sellers like Fruit & Nut and Whole Nut, we’ve not got price-marked and sell at 75p. I sell 10 bars of Dairy Milk and I’ll get the same profit as I would from selling three Fruit & Nut, but it’s also about driving sales. No one looks at the price of a Fruit & Nut, but they remember the price of the standard Dairy Milk.

“We’ve put a premium price on other products within the same category. The Toblerone sells for 89p for a small bar and people buy it and don’t think it’s expensive. We do the same with our soft drinks. For another example, Pepsi Max and Pepsi Cherry aren’t fast sellers, so we don’t price-mark them. Our normal Pepsi, though, we stock price-marked.”

CATEGORY ADVICE PMPS

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USING PMPS TO THE FULLEST THE attraction of PMPs is their price, so it’s important to focus on that when promoting them to customers. For essential categories, promoting this price can increase footfall and return customers, who will remember how much a certain product costs in your store and come to you specifically because of that.

“I try to buy all my soft drinks price-marked, which has worked because everyone around isn’t doing that,” says Mark Dudden, from Albany Post Office & News in Cardiff.

“Even with inflation, the PMPs have held their prices for a few months and people know that, so sales are doing really well.”

In other categories, the

price-marked factor can act as a driver of impulse purchases, promoting a low-cost treat or a special deal to customers.

In this instance, give them as much visibility as possible.

“Visibility is key for sales.

Shoppers respond well to cross-merchandised fixtures and clearly signposted sections in store that target spe-

SWITCHING THEM OUT IF you are concerned about PMPs impacting your margins, it’s worth seeing what happens if you replace them with non-price-marked goods.

By phasing them out in certain products or categories and closely analysing your sales data over the subsequent four weeks, you can get a clear picture of whether or not PMPs are the driving force behind sales in that category.

If sales don’t drop and your margins have improved, then you’ve made a good call and can continue with your new prices, generating better

margins at no cost to footfall and spend. If sales fall off, then you can return to PMPs with something of a fanfare and showcase lower prices to customers.

“We used to sell 2l bottles of Pepsi in PMP format for £2.18,” says Vyas. “Then I got rid of them and started selling the same product for £2.49.

And I’m still selling the same amount. It’s a similar story with milk. We don’t pricemark it any more and sell it for £1.50. Before we used to offer PMPs and deals where you could get two for £2, but

these days we’re selling the same amount as when we had the deal, so it’s better to keep them non-price-marked.”

Dudden bolsters his own margins by stocking a strong and reputable range of stationery, which isn’t price-marked and generates strong enough margins to overcome the lost margins on his PMPs. “It’s also worth leaning on reps,” he says. “We had a rep come in the other day selling PMPs and we played the game and they gave us a free case.

That’ll happen nine times out of 10 and helps your margins.”

cific occasions,” says Paul Robinson, controller of convenience and wholesale at Perfetti Van Melle.

“Counter-top units should sit at arm’s reach from the main till point to drive impulse sales. Front-of-store PoS at eye-level can capture attention and increase impulse purchases.”

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

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Shredded Wheat is low in saturated fat. Reducing intakes of saturated fat contributes to maintaining normal blood cholesterol levels, as part of a healthy diet and lifestyle.

Cheerios Multigrain is a good source of calcium which is needed for the maintenance of normal bones. It is important to have a varied and balanced diet as part of a healthy lifestyle.

CATEGORY ADVICE PMPS

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31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

SUPPLIER

VIEW

Kathryn Hague, head of marketing, Hancocks

TOP TIPS

“WITH the cost-of-living crisis squeezing household budgets, price-marked packs are more important than ever in convenience. They’re seen as great-value options, allowing customers to still treat themselves even when they’re watching the pennies.

“PMPs work well across the confectionery and snack categories in convenience. Sweets, chocolate, crisps, branded soft drinks and snacks can all benefit from having pricing clearly marked on them for customers.

“Offering a wide range of price-marked packs for customers gives them a choice and variety of treats at cost-effective price points. Consumers trust the value of PMPs, which makes them more attractive in stores and can help boost sales.”

Top tips for maximising margins Price-mark your bestsellers By price-marking your most popular lines, you can generate a reputation for good value in your store and grow sales, turnover and basket spend. By leaving your slower-moving lines un-price-marked, however, you can ensure that you’re getting the same profit from fewer sales.

Add high-margin options to your range If PMPs are hurting your margins, but boosting sales and footfall, then look to introduce some high-margin categories and products that will offset this. You’ll still be attracting customers, but they may also pick up some high-margin options as well.

Don’t always price-mark essential brands For some categories, like household, if people need something, they won’t look at the price. Customers will be looking for a brand and will pay whatever it costs to get it, and if they want to spend less, then make sure you have an own-label, value alternative.

Talk to your reps If reps come into your store offering a new PMP, do some haggling with them and they will often throw in a case for free to sweeten the deal, which will help your overall margin while still presenting customers with the value PMP option.

CATEGORIES TO CONSIDER FOR PMPS UNLESS you decide to have an entirely price-marked store, there will be decisions to make about where you want to emphasise PMPs across your ranges. Impulsive categories like soft drinks, snacks and confectionery are all useful categories to consider, “For a long time, PMPs have been of crucial importance to the convenience channel and

to the savoury snacks category, acting as the engine driver of growth,” says Mike Chapman, head of wholesale at PepsiCo, which is expanding its PMP range with the addition Wotsits Giants Really Cheesy and Wotsits Giants Flamin’ Hot. This latest PMP launch takes the brand’s total number of PMP launches this year into double digits, with Chapman

stating that the Walkers’ PMP portfolio is growing at 21.4%.

“We’re excited to be investing in our PMP portfolio through these latest additions.

Given the strength of PMPs in delivering growth for retailers and the savoury snacks category, it just makes sense to make these in-demand lines available in a PMP sharing format,” adds Chapman.

Additionally, retailers might want to focus on everyday essentials that customers buy in a bid to generate customer loyalty at the cost of generating strong margins.

“We sell Warburtons bread price-marked, and it’s selling well because people know the price we’re selling it for is the same price as the supermarket,” says Vyas.

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RETAIL

IN ACTION

FOX’S BURTON’S COMPANIES explains how positioning and seasonality can help retailers increase their biscuit sales

PAID FEATURE ONE-MINUTE CATEGORY MANAGER

What to stock WITH sweet biscuits providing £2.7bn-worth of retail sales last year1, retailers are presented with a big opportunity to capitalise on the category’s success with FBC UK – Britain’s second-biggest branded biscuit baker, with a range that shoppers know and love1.

Maryland Cookies Choc Chip 200g £1.50 RRP / £1.29 PMP

Fox’s Half Coated Cookies 175g £1.99 RRP / £1.99 PMP

Jammie Dodgers Raspberry 140g £85p RRP / £1.29 PMP

Fox’s Chocolatey Rounds Milk Chocolate 130g £1.75 RRP

Fox’s Viennese 120g £1.50 RRP / £1.49 PMP

Fox’s Crunch Creams Golden 200g £1.25 RRP / £1.29 PMP

Wagon Wheels Jammie 229g £1.25 RRP / £1.29 PMP

Fox’s Jam ‘N’ Cream 150g £85p RRP / £1.29 PMP

Maryland Cookies Double Chocolate 200g £1.50 RRP / £1.29 PMP

Fox’s Milk Chocolate Cookies 180g £1.99 RRP / £1.99 PMP

How to stock it CONVENIENCE stores are responsible for £1 in every £4 spent on sweet biscuits in British grocery2. They are also growing by 21%2 year-on-year, and efficient merchandising can help retailers unlock more sales.

TOP TIPS Group together biscuit tin staples such as Maryland Cookies and Fox’s Crunch Creams. For premium treats, group Fox’s Fabulous Cookies and Fox’s Chocolatey Rounds.

1

2

Offer biscuits for all occasions: Jammie Dodgers to enjoy with the family, Wagon Wheels for a pre-portioned snack and Fox’s Viennese for a premium sharing moment.

3

Stock a broader range. Maryland Minis are seeing 25% growth in convenience2, while seasonal and assortments totalled £22m of sales in convenience last year2.

3

Food to go has seen substantial growth post-pandemic3 – therefore, single-serve biscuits can complement meal deals, and hot and cold drinks.

Where to stock it SHOPPERS expect to find the majority of your biscuit range in the main biscuit bay, but don’t miss the opportunity to highlight how versatile biscuits are by using other locations.

TOP TIPS

1

Your main biscuit bay will ideally be near complimentary categories such as hot drinks and savoury snacks.

This can help drive bigger basket spend through cross-purchasing.

2

Event zones can help shoppers see how different products connect – try shelving Fox’s Chocolatey Rounds with hot chocolate for big nights in.

1

MINU

CATEGORY M

FOX’S BU COMPA

31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

In partnership with

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Key calendar moments

1

UTE

MANAGER

1

Sweet biscuits are relevant to so many occasions and there are some great opportunities for stores to run relevant promotions in store, coinciding with social media activity around key events.

2

Use events such as the big night in, Christmas, Eid and Easter to focus on sharing and gifting, driving sales with in-store activation that captures shoppers’ imaginations.

3

Premium products are key as shoppers look to trade up around special occasions, but offering a good range of family favourites and nostalgic assortments will also draw shoppers in.

Now shout about it TOPTIPS

URTON’S 1 ANIES

Running promotions can introduce shoppers to new biscuits and stocking price-marked packs can emphasise year-round value (for example, the new Maryland Minis PMPs).

2

Link biscuits to different occasions to suit shopper missions, such as the big night in (Fox’s Fabulous Cookies), birthdays (Party Rings) or seasonal gatherings (Fox’s Classic 275g).

3

Create experiences for the shopper and bundle complementary products together – such as tea and biscuits – to encourage basket spend.

Supplier viewpoint

Colin Taylor Trade marketing director, FBC UK “FBC UK makes many of the nation’s favourite biscuit brands, such as Fox’s Fabulous Cookies, Fox’s Party Rings and Maryland Cookies, and it’s the category’s versatility which often brings shoppers back. For example, a Fox’s Crunch Cream paired with a hot drink can provide the perfect way to enjoy a tea break at work, while Fox’s Party Rings are an important part of many social gatherings. Retailers need to reflect different occasions in their range and merchandise them effectively. We’re on hand to help them grow sales and footfall with our advice and innovations.”

For advice on sweet biscuit category development, ranging and wholesale supply, please contact craig.bicknell@ fbc-uk.com, 0800 591 886 (Fox’s) or 0151 676 2352 (Burton’s) Combined Read NIQ Total Coverage 52we 05.08.23 + Kantar Hard Discounters & Variety Retail 52we 06.08.23, 2NIQ 52we 05.08.23, 3IGD UK food-to-go market 2022 – 2027, July 2022

1

CATEGORY ADVICE BISCUITS & CAKES

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31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

SWEETEN SALES WITH BISCUITS AND CAKES PRIYA KHAIRA explores what opportunities are available to retailers within the biscuits and cakes market, and finds out how retailers can maximise sales across the category

BISCUITS AND CAKES CATEGORY GROWTH DESPITE the cost-of-living crisis, the biscuits and cakes category continues to be a staple for household expenditure, and this offers an opportunity for retailers to increase sales by offering a range that caters for different consumer tastes.

To capitalise on the need for affordable treats, retailers

will have to make the most of upcoming seasonal events, as well as take into account what their specific customer demographic can afford.

“As the cost-of-living crisis continues to bite, we are seeing a surge in demand for affordable treats,” says Aslı Özen Turhan, chief marketing

officer at Pladis UK&I. “There is a high demand for biscuits and cakes among consumers, with many making comfort food a household staple,” adds a spokesperson for Bestway. “Biscuits alone is the second-largest snacking category in the UK, worth nearly £3.3bn.”

Product LAUNCHES

Mars Chocolate Drinks & Treats is launching Galaxy Counters Brownies, along with a Skittles Celebration Cake that is going to be released this month, and two new cupcake platters. Mars & Friends Cupcakes includes the Mars, Galaxy and Maltesers brands, while Galaxy Cupcakes comprises a trio of Galaxy Chocolate. The supplier also launched Mars Secret Centre Biscuits and Galaxy Chocolate Digestives earlier this year.

Bestway has recently added Sultanim Biscuit Sultana and Green’s Strawberry Sponge with Frosting to its range.

Fox’s Burton’s Companies recently released Maryland Minis and Party Rings Minis six-packs in pricemarked packs, along with Fox’s Indulgent Centre Cookies and Fox’s Chocolatey Indulgent Creams.

For Christmas 2023, the company has launched a carton of The Snowman Gingerbread Minis.

Pladis UK&I launched McVitie’s White Chocolate Digestives this summer. Its latest development features McVitie’s Popping Candy Cake Bars in Chocolate and Strawberry, along with McVitie’s Jaffa Cakes in ‘Rockin’ Raspberry’.

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CATEGORY ADVICE BISCUITS & CAKES

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CATERING TO YOUR CUSTOMER NEEDS IT is important that retailers find ways to cater to consumer needs and preferences. One way to do this is to offer a diverse display of biscuits and cakes along with a range of price points.

“Sales have been very resilient over the past year, which shows that shoppers are willing to spend on biscuits as a widely accessible, affordable treat,” says Colin Taylor, trade marketing director at Fox’s Burton’s Companies (FBC UK).

“The value for money that

biscuits offer has really shone through as shoppers often turn to the brands they know and love to deliver on quality products,” he added.

It is therefore vital that retailers provide a range of pricemarked and affordable biscuit and cake items, alongside any premium goods in their range.

Diversifying your biscuits and cakes range is therefore important. Some retailers have expanded their range through the implementation of a baked goods service in store.

Jacqui Dales, from London

Road Bakery in Boston, Lincolnshire, for example, has curated a fully operational bakery in her store that offers customers an array of cakes and other sweet treats. The selection caters to her customer demographic and is typically sought after by locals looking for an on-the-go breakfast or sweet snack.

Dales says social media is a great way for retailers to remain on trend and market their biscuits and cakes offerings.

“We try to advertise our selection on social media

through posting videos and images of any items that we are offering,” she says.

“We use TikTok as well, which has helped expand our customer base and reach younger customers looking to buy our cakes.

“We posted a video showing the process of how we make our chocolate tarts on TikTok, which led to customers coming in wanting to try it. This has been useful for expanding our reach and for developing a broader customer base for our store.”

top Tips For retailers looking to maximise their biscuit and cake sales, a spokesperson for Bestway suggests: Offer sampling sessions or tasting events in store when introducing new products. This will help you gain a better understanding of what new products might work well with your customers and create excitement around new products.

Merchandise your biscuits and cakes into categories. For example, showcase your healthier options or premium products using PoS posters and clear signage. Outline which products might be glutenfree or low in sugar to make it easier for consumers to choose what works for them.

Try to keep your stock adjacent to drinks for customers looking for an on-the-go snack or on an impulse shopping mission.

Try to cater for events and seasonal occasions, including Christmas and the summertime, where customers buy biscuits for picnics or outdoor sporting and school events.

Get to know your customers and their basket spend. Speak to them about the kind of biscuits and cakes that they would be most likely to purchase and cater accordingly.

Holiday season With the holidays soon approaching, retailers should start to prepare for seasonal sales across their biscuits and cake range Showcase your seasonal offering Cater for events and seasonal occasions such as Christmas by showcasing your Christmas line-up.

By stocking limited-edition and special-release brands, you can increase the appeal for customers to come into your store to purchase any new products that you might have in stock.

Offer sharing pack formats Be sure to cater to big-night-in occasions by highlighting sharing pack formats you have available through in-store signage or promotional activities.

“Celebration cakes have also increased slightly in value by 2.9%,” says Michelle Frost, general manager at Mars Chocolate Drinks & Treats. “By offering sharing options, whether that is a casual brownie or a cupcake platter, you give a greater number of occasions for shoppers to consider treating themselves, family, friends or colleagues with cake.”

Utilise social media Social media is a great way for retailers to encourage biscuits and cakes sales throughout the holiday season. Post content related to your biscuits and cakes promotions or range regularly to promote your offering or deals.

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31 OCTOBER-13 NOVEMBER 2023 betterretailing.com

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SMALL CHANGES, BIG DIFFERENCES The RETAIL EXPRESS team finds out what small changes retailers have made to their stores that have had a big impact

What small tweaks are retailers making in their store that are making them more money?

– Ian Lewis, Spar Minster Lovell, Oxfordshire

1

Terry Caton, Londis, Chesterfield, Derbyshire

“YOU’VE got to be consistent with making more space in the store by getting rid of the slow-selling lines. Review the new products and make sure you’re focused on seasonal changes and anything that’s happening within the trade. That could be looking at new and upcoming categories such as vaping or speci�ic products like Prime drinks this year. It’s about making sure you’re on the front foot.

“You need to have had your pumpkins out in time for Halloween, and make sure your store is decorated and stocked up for each season. It’s about constant range review. You’ve got to use the information that’s at your �ingertips – EPoS data. That will tell you what’s working and what’s not. If it’s not working, is there a way to help it perform better by relocating it?

“We do exceptionally well with bananas now we’ve moved them to a special stand at the counter.”

2

Bart Dalla Mura, Tysoe Village Stores, Warwickshire

“IT’S a good idea to have a good look at the front of the store because that’s what every person will see, whether they come in or not. Most people won’t notice most things, but the front of the shop has the biggest impact. It’s always good to have a little bit of a refresh on that, especially as the seasons change. I’ve got Halloween stuff and pumpkins out at the front of my store. As soon as that’s over, we’ll get the Christmas things out.

“Another thing we’ve done is we’ve started offering ‘buy one, get one free’ on our impulse ice cream range at the moment so I can get them cleared out of the store. I used to put them in a big freezer at the back of the store until the following summer, but the electricity charges for that outweigh any pro�it I might make.

I’ll sell no impulse ice cream once the clocks have changed, so I’m churning out promotions on them. I’m doing promotions rather than discounts because I want to get rid of them.”

3

Kopi Kalanathan, Costcutter Kirk Sandall, South Yorkshire

“IT’S all about the store layout. I don’t fancy spending thousands of pounds on completely re�itting the store. You just need to make small changes to the layout of the store. There’s no point keeping groceries at the front of the store if they’re just collecting dust there. If we move them, then we can utilise that space for something else. We’ve tried to implement a food-to-go offer in most of the store. The slushies are now selling all year round as a product, not just during summer. It’s the same with our cakes.

“It doesn’t take much to change the layout. You can do it with a few people – just dismantle some shelves and move it around.

But it will make a difference and people do want to see some change. You want to be doing more with your value products because that’s the way things are going at the moment with in�lation on the rise and people looking for value lines.”

In the next issue, the Retail Express team finds out how retailers are growing their impulse sales.

If you have any problems you’d like us to explore, please email charles.whitting@newtrade.co.uk