Retail Express - 9 February 2021 by BetterRetailing

INSIDE THE FIGHT AGAINST RETAIL CRIME • Pressure grows on Tory government after new law passed in Scotland • Exclusive interviews with the two politicians battling for shopworker protections… and winning

9-22 FEBRUARY 2021 STRICTLY FOR TRADE USERS ONLY

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ENJOY RESPONSIBLY

DEPOSIT RETURN SCHEME

COVID-19 SCAMS

MORNING TRENDS

Crushing glass bottles in reverse vending machines set to be removed

Retailers report surge of fake emails claiming they are entitled to a vaccine

How retailers are adapting their breakfast offer to meet changes in customer demand

P18-21

Future-proof your business with the sustainability issue

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February 2021

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This essential edition of The Retail Success Handbook will help you: • Understand the brands that will appeal to your more eco-minded customers • Manage overheads and future-proof your business • Update your product range, with the latest healthy and eco-friendly diet trends • Understand how to engage with your community about sustainability in the new normal Covid-19 has created

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9-22 FEBRUARY 2021 STRICTLY FOR TRADE USERS ONLY

DEPOSIT RETURN SCHEME

COVID-19 SCAMS

MORNING TRENDS

Crushing glass bottles in reverse vending machines set to be removed

Retailers report surge of fake emails claiming they are entitled to a vaccine

How retailers are adapting their breakfast offer to meet changes in customer demand

P18-21

our say

Megan Humphrey, editor

Scotland’s new crime law is a reason to be hopeful GOOD news is few and far between at the moment, but that’s what makes it all the more special when it does come around. Last month, it was revealed Member of Scottish Parliament Daniel Johnson’s bill to protect shop workers in Scotland from violence and abuse at work is set to become law. Not only does this make attacking a retailer a specific offence, but it also makes assaults or abuse relating to the sale of age-restricted products an aggravating factor in law, resulting in higher penalties for offenders. When Daniel first pitched the idea to Scottish Parliament in 2018, a lot of people thought his goal was unachievable. But he has now become the first person to convince those with the power to make change recognise the violence retailers are facing every day, purely by doing their job. Although this is a milestone in finally cracking down on retail crime, things are moving slightly slower in Westminster. MP Alex Norris, who is fighting THIS IS A for a similar law, is yet to see the MILESTONE same success. In December, the Conservatives blocked his bill, IN FINALLY with crime and policing minister CRACKING DOWN Kit Malthouse yet again explaining how unconvinced he was for ON RETAIL CRIME the need for separate offences. I had the pleasure of speaking to Alex last week, and I was relieved to find out he isn’t showing any signs of backing down. Some might say I’m getting ahead of myself, but I’m feeling optimistic. We will be doing all we can to support Alex to help change the mind of UK government.

The five biggest stories this fortnight 01

Glass bottle crushing set to be removed from DRS

MEGAN HUMPHREY THE Scottish government is considering removing the need for reverse vending machines (RVM) to crush glass bottles in its deposit return scheme (DRS). The Scottish Grocers Federation’s head of public affairs, John Lee, told Retail Express the move comes from the scheme administra-

tor and RVM suppliers were in support. Newly formed company Circularity Scotland Ltd is tipped to become the administrator. It is comprised of AG Barr, C&C Group, Coca-Cola European Partners, Highland Spring Group, British Beer and Pub Association, British Soft Drinks Association and Natural Source Waters Association. “Nothing has of�icially been

agreed yet, but the administrator has said glass can be naturally broken rather than crushed when a bottle is put into an RVM,” said Lee. “The machine is expected to slice the bottle in two, which means it can be fully recycled, reducing the chances of pieces going missing if crushed.” This time last year, retailers expressed concern that crushed glass could create a safety risk in stores with

shards potentially falling onto the �loor when lifted out of the machine. DRS is expected to be rolled out in July 2022, following a 15-month delay due to the coronavirus. The application process to apply for an exemption went live last week. To apply for an exemption, go to depositreturnscheme. zerowastescotland.org. uk/applications

TURN TO PAGE THREE TO FIND OUT HOW MP ALEX NORRIS INTENDS TO LOBBY GOVERNMENT THIS YEAR @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355 News reporter Kate Plummer @NewtradeKate 020 7689 3395 Production coordinator Nadeem Masood 020 7689 3368 Director of sales and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Senior account manager Natalie Reeve 020 7689 3372

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379 Senior news reporter Alex Yau @AlexYau_ 020 7689 3358 Digital content editor Jody Porter 020 7689 3378

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

Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler. Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

46,191

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

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

Free Covid-19 tests

COUNCILS across England have begun rolling out free lateral �low Covid-19 testing. In December, 113 councils received funding to provide the free drop-in services, which have been described as vital by retailers. Sophie Towers, of Kibble

Bank Store in Burnley, told Retail Express: “My council is conducting a drop-in service four days a week. “My staff are much more con�ident as they live with children and have elderly family members. You get your results within half an hour.”

Gov’t pandemic grants

RETAILERS impacted by temporary lockdown restrictions can now apply for a Local Restrictions Support grant. Businesses could receive a cash grant of £467 to £1,050 for each 14-day period under restrictions, dependent on

their ratable value. Local councils have discretion in identifying the right businesses to receive funding, based on their application process. However, some retailers claim they are being refused without explanation.

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

Account manager (new business) Jimli Barua 020 7689 3364

Account manager Adelice Tatham 020 7689 3366

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Sector investment

THE thriving convenience market during the pandemic has created a surge in demand for investment in the sector. Christie & Co head of retail Steve Rodell revealed there was a 19% increase in transactional activity last year.

He said: “There was an in�lux of new buyers who were looking at new opportunities in a sector that had been given a refresh because of how busy it was. We were doing deals on properties people weren’t interested in before.”

Rep visit pledge

SUPPLIERS have pledged to remain conscious about Covid-19 guidelines in stores, following reports of unannounced rep visits. CCEP, JTI, Imperial, Britvic, Red Bull and PayPoint said they would ensure retailers

are comfortable with visits by asking for permission beforehand. One retailer said: “One rep visited me without making an appointment. One supplier said they would only visit by appointment. This must happen across the industry.”

@retailexpress facebook.com/betterRetailing

9-22 FEBRUARY 2021 betterRetailing.com

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

New Scottish crime laws put pressure on UK gov’t MEGAN HUMPHREY THE UK government is under growing pressure to better protect shopworkers, following new laws in Scotland soon to come into force. Member of Scottish Parliament Daniel Johnson’s Protection of Shop Workers Bill made it through the �inal stage of Holyrood’s legislative approval process on 19 January. The new legislation makes attacking a shopworker a separate offence, while assaults or abuse relating to the sale of age-restricted products, such as alcohol or tobacco, also become an aggravating factor in law, attracting higher penalties for offenders. Speaking to Retail Express, Johnson said the move will have a huge impact on how retailers operate their everyday businesses. “For retailers to now simply have the ability to say behaviour in this way is against the law will have a massive impact,” he said. “It enables them to now have a sign on their shop counter which gives a very clear statement to customers.” Labour MP Alex Norris, who is �ighting for the UK government to introduce similar laws, said the move by Scottish Parliament “strengthens” his case. He told Retail Express: “This has demonstrated very strongly the risk key workers are under

and the responsibility we have to make sure they are protected. “It also shows that this is something we can do and should be doing UK-wide. We will be continuing to demonstrate to government in Westminster why this is necessary. It makes the case unarguable.” Norris is facing tougher opposition, however. In December, the Conservative government blocked the bill from progressing without further debate. In addition, crime and policing minister Kit Malthouse claimed the Home Of�ice was yet to be convinced there was a need for separate offences. Despite this, Johnson reinforced how setting a “precedent” would make it harder for the UK government to ignore calls for better protection for shopworkers. “We have set a precedent in Scotland,” he said. “This, combined with how much pressure we know retailers are under right now, makes it very dif�icult to ignore calls. The case is now more pressing than it’s ever been.” Retail union Usdaw found enforcing coronavirus regulations to be a leading trigger for abuse, with 68% of retailers saying enforcing social distancing is a main trigger, and 50% said regulating queues. When asked whether the abuse endured by retailers during the pandemic has increased Norris’ chances of

express yourself WE were visited twice, once before Christmas and again two weeks ago, to check that we are compliant with coronavirussecure measures. They stayed for around five minutes and checked to see if we had a cleaning station and floor stickers and that we had been sanitising baskets – which we do every hour. They then put a sticker in our window saying that we are coronavirus-compliant store. Sukhdip Khunkhun, One Stop Woodcross, Wolverhampton

Under pressure: MP Kit Malthouse, crime and policing minister

GOOD WEEK PAYPOINT: The top-up provider successfully paid out £400,000 in compensation to stores following a card service outage last year, according to its latest trading update. On 14 November, retailers lost nearly a whole day of trading after a “technical issue” prevented card payments and top-ups working. At the time, PayPoint said it would issue £50 to every retailer affected. CONTACTLESS: The Financial Conduct Authority has said the limit for contactless payments could be raised to £100. The regulator said it would be “seeking views” on allowing the cap to rise from the current £45, due to “changing behaviour in how people pay”. The previous increase last April sped up the sectors transition from cash to card. For the full story go to betterRetailing.com and search ‘contactless’

BAD WEEK

securing Conservative support, he said: “The fact that things have got signi�icantly worse during Covid-19 shows how necessary this legislation is. “Scotland forming crossparty agreement is really powerful and it says to the government that this isn’t something that is going to get better on its own.” Malthouse �irst announced he was not convinced new legislation was needed in the retail crime consultation results published last July. Some respondents explained the law should be changed to create a separate offence. However, the

the column where you can make your voice heard

government stated that although it recognised the motivations behind the suggestions, it “does not consider that the case is yet made out for a change in the law”. Instead, Malthouse pledged to write to police and crime commissioners and chief constables to highlight the seriousness of the issue and ask them to work closely with local businesses. Norris said he intends to “keep telling the story” in a bid to keep the pressure on

Malthouse and the rest of the government. “Part of our struggle is that the government don’t think it’s necessary. We need to keep telling the story of what retailers are facing to keep it at the top of the pile,” he said. “We have a built a unique campaign, which has got the support of unions, supermarkets and management. “We must keep pushing the government. It’s a matter of time, consistency and not quitting.”

WELSH STORES: Retailers in Wales were given no time to prepare for a new set of Covid-19 guidelines made by the government. On 20 January, stores were required to introduce measures for controlling entry and limiting customers; provide hand sanitisation products or hand washing facilities; sanitise baskets or trolleys; and remind customer to maintain a two-metre distance. MENZIES: Retailers are being forced to cut back their opening hours due to late paper deliveries from Menzies. Four store owners said early-morning trade was becoming unviable because the wholesaler was missing their required delivery times. Menzies said it had no complaints record related to the issue, with a spokesperson asking retailers to contact customer service directly if they experience problems.

How frequently does the council visit your store to check compliance with Covid-19 guidelines?

WE haven’t had any visits from the council at all. We received a general email last Friday from the local authority which talked about potential visits and Covid-19 marshals, but nothing has happened. It would engage us positively if someone visited to make sure we are doing everything well, but I think we have ticked the boxes on most things. The only thing I wonder about is whether to refresh our signage? Les Gilbert, Chard Newsagent, Somerset

WE were visited by local authorities last year and they were very pleased with our measures, which included placing social distancing signs around the shop and putting hand sanitiser on three counters. We also put a divider between two post office counters. Since then, I haven’t heard anything about the possibility of follow-up visits from the council, but I don’t really think we need one because we have everything under control in terms of compliance. Tariq Chishti, Netherlee Post and News, Glasgow

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

Les Gilbert

NEWS

9-22 FEBRUARY 2021 betterRetailing.com

Covid-19 vaccine email scams soar MEGAN HUMPHREY INDEPENDENT retailers have reported a spike in email scams claiming they are eligible for the coronavirus vaccine. The email being shared by retailers says the recipient has been “selected” to receive the vaccine, giving them the option to accept or decline, and enter their billing information. Piers Barclay, the chief strat-

egy of�icer for counterfeit expert Incopro, con�irmed to Retail Express “there has been a worrying amount of scams via email and text message”. He said: “Retailers should be aware there is currently no legal channel for selling vaccines to consumers, or any reason why consumers should be asked for fees to receive a vaccine. As such, any message offering this kind of service will be fraudulent.”

When asked how to spot the warning signs of a scam, Barclay advised retailers to examine the domain name. “Often, these will look quite similar to legitimate domains at �irst glance, but have one or two letters differently,” he said. ACS chief executive James Lowman said he had also seen a rise in reports in relation to the vaccine rollout. “We are advising retailers

to remain vigilant and if they receive any communications, such as emails, they believe

to be suspicious, they should report it as soon as possible,” he said.

Mag launches down THE number of magazine launches in 2020 dropped 60% as publishers postponed activity due to the coronavirus pandemic. Data from distributor Seymour showed 113 entered the market, the lowest number on record. Meanwhile, the num-

ber of magazines ceasing print rose by 16% year on year. Bauer Media con�irmed it had experienced a similar trend. Chief executive Chris Duncan said although preplanned launches hadn’t been delayed, it had “halted research around new titles”.

SEED RANGES STAY POPULAR

CONVENIENCE stores are capitalising on gardening demand by adding seeds to their ranging. King’s Seeds provides a one-metre bay with 500 packs, spanning 100 varieties, for just under £500. Sales manager Chris Paul said the requests from stores had picked up since the start of 2021, fuelled by movement restrictions due to the pandemic. According to the ACS’ Local Shop Report 2020, one in three convenience stores

is selling plants or horticultural supplies.

Spar axes PO branches AT LEAST 18 post of�ices in Scottish Spar stores are set to close following a “commercial decision” by Spar wholesaler and store operator CJ Lang. A Member of Scottish Parliament said the move was “driven by greed”, but CJ Lang boss

Colin McLean said the post of�ices were “no longer viable” and the branch space would instead be used to improve store ranging. The Post Of�ice said it was speaking to other local stores to try to �ind replacement sites.

DON’T MISS THE NEXT ISSUE OF RN OUT

19 FEBRUAR Y

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STEPS TO SOFT DRINK

SUCCESS

Making sure shoppers can easily find the soft drink they want is crucial for growing sales. Craig Starling from Suntory Beverage and Food GB&I (SBF GB&I) joined Kuldip Dhariwal at Butts Convenience Store in Reading to find out how small changes to your display can get customers coming back for more.

MEET THE RETAILER

THE STORE AS IT STANDS

KULDIP DHARIWAL BUTTS CONVENIENCE STORE, READING

CRAIG STARLING BDM, SBF GB&I

“Our store sits in a residential area, and my customers are a real mix of ages – from young students up to retirement age. The store is busiest in the evenings, with locals buying meals and drinks.

“Kuldip’s store is great, and he’s got a good soft drink display. He’s got a massive range which helps him clearly show his point of difference to larger grocery stores. “Kuldip’s soft drink range caters for his customers excellently. He has a drink for every occasion and need. The key is to get the right drinks in front of the right people, so they can find the drink for the occasion they are shopping for.”

“Soft drinks are my second biggest seller behind alcohol. My range sits in a three-metre chiller and is worth around £2,500 per week. Sports and Energy is the biggest contributor, making up 40% of sales.”

LESSONS FOR YOUR STORE

MAKE EACH SUB-CATEGORY CLEAR

VERTICALLY BLOCK CATEGORIES SO THEY STAND OUT

1 EXT IRI, MarketPlace GB, latest data to 23.08.20 (Total Drink-Later change YTD) 2 Retail Data Partnership data, 2,921 independent, symbol and unaffiliated store, w/e 07.11.20

GIVE PROMINENCE TO GROWING SEGMENTS LIKE TAKE-HOME ENERGY

9.3%

THE RESULTS

GROWTH IN LUCOZADE ENERGY’S DRINK LATER RANGE THIS YEAR

BASKET SPEND IN THE FIRST WEEK OF NOVEMBER WAS

£2 HIGHER2

THAN THE SAME WEEK LAST YEAR.

33%

200%

RISE IN SALES OF LARGE FORMAT TAKE-HOME BOTTLED SOFT DRINKS

RISE IN SALES OF FLAVOURED CARBONATES

Based on data from the past four weeks

THE CHANGES WE MADE

1. MAKE EACH SUB-

CATEGORY CLEAR

BEFORE

AFTER

We separated each category - for example still juice drinks, and then flavoured carbs - into vertically blocked areas, so shoppers can easily find the type of drink they want, for the occasion they’re shopping for.

2. VERTICALLY BLOCK BEFORE

AFTER

CATEGORIES SO THEY STAND OUT:

Kuldip’s energy offering was ranged in one long line. We’ve kept them in the same area, but displayed over two shelves, so it is easier for consumers to shop.

3. GIVE PROMINENCE TO BEFORE

AFTER

TO SEE MORE OF KULDIP’S SHOP AND FOR ADVICE FOLLOW @SUNTORYBF_GBI ON TWITTER

GROWING SEGMENTS LIKE TAKE-HOME ENERGY

Kuldip’s take home drinks range is fantastic but energy was in the corner of the chiller. We moved this to a more prominent position, tapping into the growth the category has seen this year.

ACADEMY IN ACTION

PRODUCTS

New wraps, naans and tortillas PRIYANKA JETHWA

Three-month follow-up:

RESPONSIBLE RETAILING In October, the IAA and JTI visited AGNELO DESOUSA in Essex to discuss Challenge 25, underage sales and the illicit trade. Three months later, we find out what’s changed

IAA ADVICE 1

Log all sales where ID has been requested, and sign weekly.

Display Challenge 25 signs prominently to deter underage sales.

Educate shoppers on illicit trading and the risks linked to it.

THE RESULTS

£1,500

We’re recording all refusals, which has rise in weekly made us more aware tobacco sales of underage sales. I use supplier websites to learn about the illicit trade and relay this to shoppers. Weekly tobacco sales are up by £1,500 as a result.

Sarah Connor Communications Manager JTI

SET A LEADING EXAMPLE Call us on 020 7689 0500 to ensure you are protecting your staff and shoppers, and find out how you can be a part of our next visit programme.

Next time: Merchandising

Monster launches three flavours COCA-COLA European Partners (CCEP) is expanding its Monster range with three new varieties – Mule, Ultra Fiesta and Juiced Monarch. The varieties are designed to tap into the demand for new �lavours, especially in the low-calorie energy segment. Mule, which is a twist on the Moscow Mule cocktail, is the �irst ginger-�lavoured energy drink in Great Britain. Ultra Fiesta is a mango�lavoured drink, containing zero calories and zero sugar, while Juice Monarch is a peach & nectarine�lavoured option. All three are available in standard and price-marked 500ml cans, and following the 46% growth across the

supplier’s multipacks in 2020, they will also come in four-packs later this year, joined by Paci�ic Punch, Ultra Paradise and Ultra Black.

NICHOLS has unveiled a new bottle design for Vimto to help retailers increase soft drinks sales and drive standout on shelf. The supplier said the design features a more modern look, designed to represent the brand’s personality. The redesign is centred around a ‘V’ to help draw customers’ attention. The brand is currently worth £96m, with value sales growing at 6.3%. Becky Unwin, senior brand manager at Vimto, said: “The new design stands out on shelf and enables us to highlight more of its bene�its, such as real fruit ingredients and added vitamins – helping consumers to navigate the options available. The redesign

marks the start of what will be an exciting year and we can’t wait to reveal what we have in store.”

A Flamin’ Hot twist on Walkers crisps WALKERS has launched a Flamin’ Hot variety in its core potato crisps range. The supplier said in the UK, consumers aged 35 years and under are increasingly demanding new and different tastes, with spicy �lavours particularly appealing to them. ‘Spicy’ is also now the fastest-growing �lavour in the UK at 13%.

It will be available in singles (69p), packs of six (£1.65), grab bags (85p) and a £1 price-marked pack. The launch follows the rollout of Wotsits Flamin’ Hot, which has contributed to the overall Wotsits brand growing 54%. In addition, Doritos Flamin’ Hot Tangy Cheese contributed 43% of its total brand growth.

Vimto gets a modern KA’s three new fruity, tropical additions pack redesign

PARTNER ADVICE Retailing responsibly is key to protecting minors from age-restricted products. By keeping up to date with the illicit trade, Agnelo has been able to keep shoppers informed and deter them from purchasing illicit tobacco.

MISSION Foods has launched �ive new products exclusive to independent retailers to stock now through Booker, with additional listings to follow. The range includes original tortilla wraps (£1.49), plain pitta bread (£1) and three naan �lavours – plain, garlic and coriander (£1.29). The supplier said it has catered to independent stores by making the products available in smaller pack sizes for top-up shops, including price-marked packs to entice shoppers. The colour-blocking style of the Mission convenience range will ensure impactful

shelf stand-out, as well as easy range navigation for the shopper. Paula Jordan, managing director of Mission Foods UK, said in the current climate, brands are key in convenience stores as they provide shoppers with reassurance on product quality and consistency. “Our new convenience range also has a longer shelf life, making it an even more attractive proposition to retailers who are concerned about wastage and stock management, while the pack formats are perfectly suited for those on a top-up shop or looking for ‘meal for tonight’ options,” added Jordan.

BARR Soft Drinks is adding three new varieties to its KA range: Tropical Krush, Strawberry Soda and Citrus Punch, RRP 79p. The �lavours will be supported by a year-long investment, including a partnership with online media platform GRM Daily. Sitting at the epicentre of Black British music culture, the GRM Daily collaboration will include an online campaign for KA, set to reach nearly seven million consumers. Currently, 83% of KA’s sales are driven through independent and

symbol stores, and the brand attracted more than 135,000 new shoppers in 2020, highlighting a crucial pro�it opportunity for convenience retailers.

9-22 FEBRUARY 2021 betterRetailing.com

KP Snacks launches Discos in PMPs

Cadbury legends make a comeback CADBURY Dairy Milk is kicking off the new year with the return of its football promotion across its full range of bars, bags and tablets. The ‘Find a legend, win a legend’ competition, featuring Ian Wright MBE on pack, gives shoppers the chance to unwrap the legend’s shirt inpack and join a host of stars for a VIP experience. Other prizes up for grabs

include video messages from players and vouchers to spend in participating football club shops: Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur. New for 2021, independents also have the chance to win one of three exclusive stadium tours for them and a guest, or one of 10 £50 football club shop vouchers.

NICHOLS has reformulated Feel Good Drinks, a range of �lavoured sparkling waters, now also available in plasticfree packaging. The canned sparkling waters have been created using no arti�icial �lavours, added sugar or sweeteners, and contain 15% fruit juice. Available in three varieties – Peach & Passionfruit, Rhubarb & Apple and Raspberry

& Hibiscus – they contain less than 27 calories per 330ml can, and are available through Brakes and Bidfood. As well as the reformulation, the relaunch aims to focus on its commitment to sustainability. As part of this, the brand will give 3% of sales to charities and non-pro�its that support personal and planetary well-being.

Nichols relaunches Feel Good Drinks

Nomadic Dairy launches Yogurt+ NOMADIC Dairy’s new Yogurt+ range includes yoghurt and yoghurt-based drinks containing 100% of an adult’s daily vitamin D dose. The range comes in Natural, Vanilla, Mango, Strawberry and Blueberry �lavours, across four formats: Dairy Yogurt+ 140g (RRP £1.40), Dairy Yogurt+ 350g (£2), Yogurt+ Drink 250ml (£1.40) and Yogurt+ Drink 750ml (£2.50). Designed to counter the shortfall of vitamin D in most Britons’ diets, the range is also high in protein, boosted by 14 gut-friendly cultures. Bethan Miles, brand manager at Nomadic Dairy, said:

“No product can ‘boost’ the immune system. What they can do, however, is support it, especially regarding vitamin D de�iciency. “Even before Covid-19, people were focusing in on immunity, so this is clearly a trend that’s got huge value and volume growth potential for the category.”

Retailers need to purchase a case of any Cadbury product and visit deliciousdisplay.co.uk, or scan the QR code, for their chance to win.

KP Snacks is driving sales of its Discos crisps with a new £1 price-marked pack (PMP) for its 70g Salt & Vinegar variety. Designed to capitalise on the growth of £1 PMPs, the crisps are projected to further grow the Discos brand by 15.1%. The supplier said 42% of shoppers buy crisps and snacks on impulse, and PMPs

are a “huge driving force behind this, with £1 PMP ranges growing ahead of the market at 14.4%”. The KP Snacks £1 PMP range is outperforming the category at 22.1%. The Discos £1 PMPs joins other brands in the KP Snacks PMP lineup, including McCoy’s Fire Pit and Hula Hoops Big Hoops BBQ, all featuring the new £1 �lash.

PRODUCTS

Going Flipz for cookies & cream PLADIS has launched new Flipz Cookies & Cream, available from wholesalers in a 90g format, RRP £1.50. Jonathan Bull, marketing director for chocolate, cake seasonal at Pladis UK&I, said 51% of shoppers say they are looking for “new snacks to try”, therefore a continual �low of innovation is important to retaining sales. He explained this will help independent convenience retailers drive incremental sales by encouraging new shoppers – especially younger consumers – to buy into the brand.

“Cookies & Cream felt like the natural �it for the latest Flipz variety, as this �lavour phenomenon shares the brand’s American roots and has become a classic combination,” he said. “Given that Flipz has built an incredibly loyal shopper base since launching in the UK – with a repeat purchase rate of 33% – we’re con�ident the latest addition to the Flipz lineup will be a hit with British shoppers.”

BROOKFIELD Drinks has added Kestrel Extra 7% Premium Lager to its range, aiming to capitalise on the demand for higher-strength, premium lines. Kestrel Extra Premium Lager is available now in a limited-edition ‘24 for 22’ promotional pack from wholesalers (£26.49), with an RRP of £1.99 per can. According to the supplier, retailers can achieve an average PoR of 33.3%

when sold at RRP. It added higher-strength beers and ciders are “gaining national traction, as consumers become more polarised between premium higherABV products and no- and low-alcohol alternatives”. Futhermore, the craft boom has made consumers more aware of what they are drinking. The launch will be supported by a digital marketing campaign.

Kestrel Extra 7% Premium Lager on sale now

Flavour Fusion cards available from Swan REPUBLIC Technologies has rolled out Flavour Fusion Cards under its �ilter brand, Swan. On sale from next month, the Flavour Fusion Cards, available in Fresh Burst and Menthol varieties, enable consumers to �lavour packets of cigarettes or roll-yourown tobacco in 30 minutes. Each outer contains 25 cards with an RRP of 39p each. Following the change in tobacco legislation last May, the supplier said it has seen a “signi�icant number of consumers looking for �lavour alternatives to menthol cigarettes”. “Building on the launch of our Swan Crushball Menthol capsule �ilters last spring,

the new Flavour Fusion Cards will enable retailers to offer shoppers more choice in �lavour and format,” said Gavin Anderson, head of sales at Republic Technologies UK. Data from IRI value sales, six months to 29 November 2020, revealed Swan Fresh Burst Crushball �ilter is the best-performing menthol capsule �ilter in the market. The tobacco accessories market is currently worth more than £300m and growing at 3.1%, and the �lavour card sub-category is set to deliver £18m in annual sales, highlighting the opportunity for retailers to maximise pro�its.

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Colourful additions Get revived with Lucozade’s campaign from Ben & Jerry’s SUNTORY Beverage & Food GB&I is launching a new campaign for Lucozade Revive as part of its £1.7m media spend until March. The sub-brand is aimed at the 59% of UK shoppers who don’t currently buy into the energy drinks category, yet are looking for ‘natural’ ways to gain energy. Spanning social media, digital, outdoor and roadside advertising, it will reach at least 80% of all UK adults. The sub-brand, which was launched last year, is designed to combat some of the barriers perceived when it comes to buying into the energy drinks category, including perceptions of it being unhealthy.

UNILEVER has extended its Ben & Jerry’s range with two new cookie dough ice creams called Twists, RRP £5.49. Twists come in Rain-dough and Dough-ble Chocloate varieties. The �irst is a vanilla ice cream, with a rainbow-sprinkled cookie dough centre and tie-dye chunks. The second is a chocolate ice cream, with a chocolate cookie dough cen-

Tilda pushes sales of steamed rice TILDA has unveiled a new advertising campaign aimed at driving the growth of its steamed rice range. Launching across TV and video-on-demand, ‘Elevate your plate’ is the �irst major campaign for Tilda’s range of steamed rice packs, and marks the start of the brand’s seven-�igure marketing investment into its ready-to-

heat range, which will be the brand’s focus across 2021. The ad aims to educate consumers on how rice is a vital part of a range of dishes – not something made to sit on the side. In addition to the advert, Tilda will be driving awareness through ads on YouTube and social media, including in-store activity.

tre and chocolate chunks. Helder Silva, research and development manager at Unilever, said the launches coincided with the brand’s 30th anniversary. She added: “So, here we have a modern twist on what consumers hold dear, and the chance to expand their dough love with classic and new combinations.”

Ready Brek’s new on-pack promo READY Brek is returning to TV screens with its ‘Central heating for everyone’ campaign. Supporting it will be a promotion giving shoppers the chance to win free heating for 12 months. To be in with a chance to win, consumers must upload a photo of their bowl of Ready Brek to Facebook or Instagram using the hashtag #GlowingCreations. The campaign will also be supported by in-store and social media activity. Ready Brek is outperforming the category in both value and volume, growing at 5.8% year on year compared to just 1% for the total hot cereals category.

Mug Shot undergoes Oti Mabuse as face of Premier Protein major rebrand MUG Shot has undergone a brand refresh with improved recipes and new varieties. New varieties include Chicken & Mushroom Noodles and Original Curry Noodles, available across its sachets, on-the-go pots and larger pots. The brand has also improved the recipes across its 12 �lavours, which is re�lected on-pack with an ‘improved’ recipe logo. A new design has been rolled out across packs, while maintaining its health callout on-pack, outlining calorie and fat content. The relaunch will be supported by social media, in-store and in�luencer marketing.

PREMIER Protein has announced that professional dancer and TV judge Oti Mabuse will be the face of its new campaign. Aiming to drive awareness of its protein range throughout this month, Mabuse will upload �itness advice on Instagram, featuring the bars, which are available from Dhamecha and Parfetts. Zoe Stroud, active nutrition brand manager at Premier Protein, said: “We’ve seen a growing demand for protein products, with 60% of consumers saying they are actively looking to increase protein in their diet. “We’re capitalising on this growing sector by providing a mainstream proposition

Susan Nash Trade communications manager, Mondelez International

Crack the 2021 Easter season with Mondelez International MONDELEZ International is helping retailers benefit from the seasonal opportunity with the top 10 bestsellers across traditional Easter products1 – including Cadbury Creme Egg and Cadbury Mini Eggs. Timing is particularly important this year as Easter Sunday falls on 4 April, making the season more than a week shorter than last year. This means retailers should stock up on Easter products now to make the most of the seasonal event. Retailers should split Easter into three phases: getting off to a ‘fast start’ up until Valentine’s Day by catering for shoppers looking for Easter products for themselves; building ‘momentum’ as shoppers buy products to share with family and friends; and then gearing up for a ‘gifting finish’ as shoppers look for gifts for others. NEW FOR 2021 This year, Cadbury Creme Egg is celebrating 50 years of the brand, hitting its golden anniversary. A new in-store promotion to mark five decades challenges shoppers to find the shiny ‘Golden Goobilee Creme Egg’ in their local store for the chance to win £5,000. But it doesn’t stop there – when a shopper wins, the store does, too. Independent retailers can win a variety of cash prizes or Amazon vouchers up to £1,000, with 30 golden eggs hidden within convenience stores. To participate, retailers must use Cadbury promotional material. As well as bringing back shopper favourites, such as treatsize, bags and multipacks, Cadbury Mini Eggs has added the Cadbury Mini Eggs Tablet to its range for 2021. The new 110g bar is available in cases of 20 at an RRP of £1.49. Get involved and help create an exciting season for your shoppers. For more details, visit deliciousdisplay.co.uk.

for shoppers looking for a protein-based choice with low sugar content and, most importantly, with an accessible price.”

Nielsen market excl. Discounters, until 11 April

OPINION

IAA #COMMUNITYSTARS

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured COVID-19: What benefit does a free lateral flow test bring to your store? “GETTING a free lateral flow test provides a lot of peace of mind – nothing more, nothing less. It means we can ensure that all of our staff are in the clear, meaning that the steps we’ve taken to protect ourselves and our customers have worked well.” Tariq Chishti, Netherlee Post and News, Strathclyde Glasgow

The Independent Achievers Academy (IAA) joined KIRTI and KIRTAN PATEL, of Londis Ferme Park Road in Stroud Green, north London, to uncover how they have built long-term customer loyalty, boosted margins and competed with multiples. Here are three lessons you can learn

Kirti and Kirtan aim for 33% margin and try to stock products from new suppliers on a saleor-return basis, which helps them to maintain their margin and understand whether customers will purchase the product.

To keep customers returning, Kirti and Kirtan introduced a limited-edition craft beer range, now accounting for 60% of their beer fixture. The range is changed every four weeks and has helped to increase sales.

Kirti and Kirtan use their EPoS data to help them make stocking decisions and analyse every category in detail. This avoids overordering and enables them to delist slower sellers and multiface bestselling lines.

KIRTI AND KIRTAN’S TOP IDEA “We use our EPoS to identify strong sellers and delist slow sellers every four weeks. This allows us to multiface the faster lines and if we see an opportunity, we’ll increase the range, too.” Read the full coverage and find out how to join the next IAA #communitystars event on 17 February at betterRetailing.com/kirti-patel-community-stars

Sophie Towers, Kibble Bank Store, Burnley

They give me and my staff confidence FUNDING: Have you had success securing a discretionary fund?

KEY TAKEAWAYS 1

“THEY give me and my staff the confidence to know they are not at risk of transmitting the virus to customers, or their family. If one were to test positive, they can isolate straight away. Without the tests we may not know, as some people don’t have symptoms.”

They just keep telling us we have failed the process

“THE pandemic has caused footfall to drop by 60%. Blackpool Council told us that we needed to show our loss of trade to qualify for funding, but despite doing this they just keep telling us we have failed the process and aren’t giving us any reasons as to why.” Halima Samli, Topping St News, Blackpool

“I DO not qualify because I have not been trading for three years. The Glasgow City Centre Small Business Alliance asked about this issue recently in Scottish parliament to try and ensure more help is provided to essential small businesses like ours.” Abdul Qadar, Woodburn News, Edinburgh

FACE MASKS: Have you seen an uptick in compliance from customers? “THERE have been no real problems here. Our till point is by the front door and every customer is reminded of the regulations. Compliance here has been generally good. There’s the odd individual, but we tend to deal with them well by being firm but fair.” Vince Malone, Premier Tenby Stores, Wales

“WE have been very strict on face-covering-compliance since last August. If a customer doesn’t have a mask, they cannot enter the store. My staff’s safety always comes first, and because of this we have made a safe environment and the store has flourished.” Chris Watson, Corseford KeyStore, Renfrewshire

Compliance here has been generally good LOYALTY: How is your store fairing in retaining customers during the pandemic?

There are also new faces coming in every day

“THE local community has always shopped in our store. They have been my rock during the pandemic, and we do not need to encourage them to use the store. There are also new faces coming in every day and we use promotions on social media to encourage them.” Ajmer Sohal, Premier Ken’s Convenience Store, Cheshire

“I BENEFIT from the fact that I have a very small shop and I know all my customers. This means that they are all very loyal to the business and I don’t have to encourage them to continue spending locally. It is very rare that I see new faces coming into the store.” Lynda Brown, Brown’s Newsagent, West Yorkshire

LETTERS

9-22 FEBRUARY 2021 betterRetailing.com

BAY BASHIR

Letters may be edited

Belle Vue Convenience (Go Local), Middlesbrough

Building from a position of strength

‘You have to pay a data fee for storing CCTV images’ I’VE been paying a data protection fee to the Information Commissioner’s Of�ice for two years. It basically means you are able to store data from your CCTV cameras. Recently, they started sending letters to businesses they don’t think are paying it, or are even aware they need to pay it. I wasn’t suspicious when I �irst

signed up to it, but a lot of retailers say they thought it was a scam on forums. There was a mix of opinions. About half thought it was real, and half said it was fake. Not knowing whether to pay something is stressful, especially if there is such confusion among business owners. Sanjiv Kumar, Olive Store, Halesowen, Dudley

An ICO spokesperson said: ”Under the Data Protection Act 2018, organisations using people’s information are required to pay a data protection fee unless they are exempt. “Paying the fee and being listed on our register of fee payers shows the organisation takes data protection seriously.

“More than 780,000 organisations are on our data protection register. “These organisations have gone on to access the range of services and support we provide to help them to comply with the law and give their customers, clients and suppliers trust and con�idence in the way they use people’s information.”

COMMUNITY RETAILER

OF THE WEEK

WIN £50-worth of Gordon’s 0.0%

DIAGEO has launched an alcohol-free option of Gordon’s, Gordon’s 0.0%, and is giving five Retail Express readers the chance to win £50-worth of stock at RRP each. As lowand no-alcohol spirits grow by 33%, Gordon’s 0.0% is a must-have addition to any drinks range.

TO ENTER Fill in your details at:

betterRetailing.com/competitions Our competitions remain online for four weeks from publication date. Editor’s decision is final.

Abdul Qadar, Woodburn News, Edinburgh – @abdul_qadar

‘I’m providing customers with meals’

I’M giving away free ready meals to a customer who is struggling to feed herself due to a difficult financial situation. I also deliver a free copy of the Daily Record to her every day because she is very old and on her own. I would like to support more vulnerable people if I could, but I don’t know many people in the area and doing so is expensive. I did something similar with newspapers last year and gave free papers to customers coming in for other goods, but with lockdown there are fewer people coming in.

THESE are challenging times for all retailers, but many stores are seeing better sales than ever, and I think it’s vital that we all build from our position of strength to really drive home what a local shop can truly offer. It’s not about being greedy, but the need to stay competitive. Even if times are hard, you can’t stay still. Over the past year, various grants Each issue, one of seven top have been available retailers shares advice to to stores, but you make your store magnificent can’t rely on them, you need to be in a situation where your business can stand on its own. Any support you receive can then be reinvested into the business to make it better and stronger. We reacted quickly to the Covid-19 crisis and had safety measures, such as screens, in early. We make sure we always have sanitiser available, and we deep clean our shops regularly. We’ve used the extra turnover of the last year to bring in some extra staff, younger people who’ve ended up out of work. It helps my team cope with the new work load, and ensures we can continue to keep our standards high. Early in the pandemic, the local council gave out face masks to local businesses. Community is important to me, and as my team already had enough PPE, we gave these masks out to shoppers using the store, who for whatever reason didn’t have access to masks. This is good for them, it’s good for the community, and ultimately it’s good for us as it makes my staff safer if customers are wearing masks in store. Anything like that we’ve got free from the council, we’ve passed on to the customers. I think now is also a key time to make sure you don’t let standards slip when it comes to getting point of sale right. Due to the pandemic, we haven’t made big plans for occasions like Valentine’s Day and Easter – these are key occasions normally, but it’s too hard to plan ahead at the moment. At the same time, with everyone facing hardship it feels more important to make sure we continue getting the basics right. That’s why point of sale is more important than ever. Shoppers are coming in and looking for deals, bargains and discounts where they can. Like many stores, we’ve seen footfall decline but sales go up. Shoppers are spending less time in store than before, and that means you need to make it as easy as possible for them to see you’re offering them the best value.

Get in touch

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

CATEGORY ADVICE ST PATRICK’S DAY

PULL OUT YOUR BEST TRICKS FOR ST PATRICK With the short-term future of the on-trade uncertain, convenience retailers are in a good position to capitalise on public occasions which will increasingly be celebrated at home. JOANNA TILLEY finds out more

BIG-NIGHT-IN OPPORTUNITY AN event celebrated across the world by many different nationalities, St Patrick’s Day on 17 March is a date all retailers should have in their diary. Whether it is by displaying green banners and balloons, promoting Irish products or creating a standalone display, there are many ways retailers can get involved in the festivities. Chris Shead, off-trade channel director at Pernod Ricard UK, says St Patrick’s Day presents convenience retailers

with an opportunity to drive sales and footfall, especially with national lockdowns resulting in the closure of bars, pubs and restaurants. At the moment, more people are relying on convenience stores to provide alcohol, which has always been a central part of St Patrick’s Day celebrations. If pubs remain shut, Spar Queslett retailer Aidan Staton says he will look to attract customers who usually go into town by decorating his store and offering promotions

on products such as Guinness. James Stocker, marketing director at Halewood Artisanal Spirits, says it is useful for retailers to stock a range of beers and spirits to tap into the occasion, particularly for those with a strong Irish heritage. Tara’s Londis retailer Raaj Chandarana takes his cues from his symbol group when it comes to PoS and promotions, but added he didn’t expect St Patrick’s Day to be as big this year due to the pandemic.

9-22 FEBRUARY 2021 betterRetailing.com

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CATEGORY ADVICE ST PATRICK’S DAY

NO SUCH THING AS STOCKING TOO MUCH BEER FOR retailers eager to make an occasion out of St Patrick’s Day, a solid place to start is by looking at their beer selection. Beer ranks number one within beers, wines and spirits, and grew by 44% in the off-trade last year, so there is

every reason for retailers to expect a similar amount of demand for it this year. Diageo beer category strategy lead Kate Blake encourages retailers to ensure visibility of key beer brands in the runup to St Patrick’s Day,

especially those with connections to the occasion, such as Guinness. For those looking to recreate the ‘on-tap’ experience at home, Guinness Draught is available in four-, 10- and 15-packs. “Beer remains an excellent choice for

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alcohol ranges due to its versatility,” says Blake. “It taps into trends such as taste discovery and premiumisation.” Due to more customers looking for low- and no-alcohol beers, it is a wise idea to provide an option for ‘conscious

consumers’ who want to keep up their healthy New Year’s resolutions. This is especially important with more people celebrating from home and not necessarily needing alcohol to gear themselves up for a night out.

HOW TO MERCHANDISE YOUR RANGE ONE tip that won’t cost a fortune, but will instantly remind customers about the arrival of St Patrick’s Day, is in-store theatre, such as green banners and balloons. Whether you want to put these up on the day, or two weeks before, the sight of the green is likely to get people into a celebratory mood and increase their awareness of the drinks you have on offer. Making your store a fun and colourful place to be is never bad for sales. Pre-

mier Eldred Drive Stores retailer Anita Nye tells Retail Express she decorates her store with balloons and creates in-store theatre because she likes to celebrate different cultural events throughout the year and has some Irish locals in the area who appreciate it. As well as in-store theatre, retailers should ensure strong price communication and display off shelf where possible, according to Diageo’s Kate Blake. The use of prominent PoS or

introducing a separate stand for St Patrick’s Day drinks and snacks will help customers to navigate the store better and get all their big-night-in demands quickly. “Cross-merchandising drinks, snacks and treats will also mean that retailers can tap into the celebratory occasion and increase customer

basket spend,” says Blake. Halewood’s James Stocker agrees, and says a clear display will remind shoppers of the occasion and highlight that they can buy everything they need to mark the day in your store. “Grouping all products together is a great way of driving incremental purchases,” he adds.

Atul Sodha, Londis Peverills, Uxbridge, Greater London Use social media “THERE are a number of Irish products in the store, so we will look at how customers can use them throughout St Patrick’s Day. For example, Clonakilty sausages with white pudding in the morning, or Kerrygold butter on toast with some Barry’s Tea, and then Guinness with an Irish stew for dinner. By promoting these items we can create social media candy that engages with customers. I also plan to build a Guinness stack in the shop with Ribena and Jameson nearby to encourage the idea of creating cocktails. Cross-promotion is important, as is offering special deals on the Irish products in store. We may also decorating the store with some fun decorations, such as shamrocks.”

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Avtar Sidhu, St John’s Budgens, Kenilworth, Warwickshire Promote Irish products “WE have the same semi-circle gondola ends as Marks & Spencer, so will use the top shelf to feature Irish products such as Guinness and Caffrey’s Irish Ale. Irish whiskeys such as Jameson and Tullamore Dew will also be grouped together and we will look at the right promotions we can offer. “We sell Guinness-flavoured sausages throughout the year and they are on promotion at the moment, so that could stretch into St Patrick’s Day. It would also be a good idea to link the sausages and Guinness up in a cross-promotion. However, I think retailers need to be socially responsible so they are aware outdoor celebrations will potentially be limited and there shouldn’t be too much fanfare around St Patrick’s Day that encourages people to go out and get drunk. You can throw a lot of effort and weight behind St Patrick’s Day, but things are likely to be a bit different this year.”

DRIVE ST PATRICK’S DAY SALES WITH JAMESON RETAILERS who don’t usually celebrate St Patrick’s Day or decorate their stores for the occasion could be missing an opportunity for extra sales. While the on-trade remains closed, shoppers will be looking to buy alcohol and linked items to celebrate at home and participate in virtual parties. If you’ve

never advertised St Patrick’s Day in store, start off simple by making the most of PoS and stocking the right products, like Jameson. Jameson is growing in value by 45.4% in the impulse channel, with Pernod Ricard UK offering a range of in-store PoS materials for retailers over St

Patrick’s Day. Convenience retailers can request salesdrivers kits including shelfedge barkers and countertop cards. Place this on any displays you create or by the till area to draw customers attention. Also, engage with your customers about the event and how they’ll be celebrating.

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PAID FEATURE GROW YOUR SALES

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In partnership with

THE JAMESON OPPORTUNITY St Patrick’s Day is an Irish holiday that is also celebrated all around the UK. RETAIL EXPRESS finds out how independent retailers can make the most of the opportunity available

PREPARING FOR ST PATRICK’S DAY

WHAT’S THE OPPORTUNITY? JAMESON is the UK’s number-one Irish whiskey brand and is growing by 27.5% in value, twice as fast as total whisky (13.4%)1 and is leading the growth within the category. In the lead-up to St Patrick’s Day, happening on 17 March, Jameson will place significant investment into TV, video-ondemand and outdoor advertising to drive awareness and remind consumers to ‘Join in, wherever you are’, helping retailers to drive

trial and increase sales. Jameson’s St Patrick’s Day campaign will also be supported by at-home virtual experiences inviting shoppers to join in and engage in social conversation. Although Jameson is popular with males and appeals to females, it also has relevance among younger drinkers, aged between 25 and 34 years old, who crave experiences. By stocking the brand, retailers can cater to young adults and drive footfall.

HOW CAN INDEPENDENT CONVENIENCE RETAILERS DRIVE WHISKEY SALES? WITH the current national lockdown resulting in the closure of the on-trade, St Patrick’s Day presents an opportunity for convenience retailers to drive footfall and sales. Retailers should capitalise on the appeal of Jameson by stocking up, and the brand has developed a range of in-store PoS materials, including 2,000

2nd

Irish whiskey is the second-fastest-growing category within spirits2

sales-driver kits containing counter mats, shelf-edge barkers and countertop cards, to help disrupt the shopper journey and drive rate of sale. Jameson is also offering a branded key ring and bottle opener gift with purchase through Booker to help independent retailers offer added value to their shoppers.

No.1

Jameson is the number-one Irish whiskey brand3

78%

The value share that Jameson holds in the Irish whiskey category4

To request a Jameson sales-driver kit including counter mats, shelf-edge barkers and countertop cards, email emma.thurlow@pernod-ricard.com

THE world celebrates Irishness each St Patrick’s Day and catering for shoppers looking for these products will be key. Space should be allocated to categories that are in growth to meet shopper demand, and Jameson holds a 91% value share5 of the Irish whiskey category in impulse stores. The brand’s Jameson, ginger ale and lime serve will be communicated through PoS and retailers should site mixers and other drink ingredients near to spirits in store to encourage impulse sales and increase spend. Retailers should also position different lines from the Jameson range together to encourage trade up to more premium styles from the brand, such as Jameson Caskmates and Jameson Black Barrel.

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Chris Shead, off-trade channel director, Pernod Ricard UK “MARCH is a key time for Jameson and is often referred to as our ‘second Christmas’ as consumers celebrate the traditions of St Patrick’s Day. Jameson Irish Whiskey has recently been recognised as the bestselling Irish whiskey by some of the world’s best bars, so we’re encouraging retailers to make the most of the opportunity and take advantage of the St Patrick’s Day at-home occasion by stocking up. Shoppers are increasingly turning to their local convenience store as the trend to shop locally continues and we’re here to support retailers in attracting these customers.” 1 AC Nielsen, Total Coverage, Value Sales, MAT to 02.01.2021 2AC Nielsen, Total Coverage, Value Sales, MAT to 05.09.20 3AC Nielsen, Total Coverage, MAT value to 02.01.21 4 AC Nielsen, Total Coverage, MAT value to 02.01.21 5AC Nielsen, Total Coverage, MAT value to 05.09.20

CATEGORY ADVICE BREAKFAST

OFF TO A GREAT START Breakfast demands have shifted to reflect the changing working week, and there are many opportunities for retailers, as CHARLES WHITTING discovers

9-22 FEBRUARY 2021 betterRetailing.com

A BREAKFAST TREAT WITH people no longer rushing to the office and eating on their commute, there has been an increase in demand for more leisurely and premium breakfast options. Anil Patel, from Costcutter in Chislehurst, Kent, gets freshly baked goods from a local bakery and has seen sales hitting £2,500 to £3,000 every week. “We sell 250 French sticks some days,” he says. “We do 80-100 croissants on a Saturday and then again on a Sunday. Artisan breads, sourdough, sausages and eggs, they all sell well. We’ve noticed that Sunday is sometimes the second-best trading day of the week.” “Comfort rules when it comes to cooking and eating,” says Andre Burger, VP for foods & refreshments at Unilever. “The continuing obsession with baking dovetails with this year’s ‘carb comeback’, according to The Food People. There’s a need to be cosy and comfortable – think slippers and cardigans, slowcooked dinners and freshly baked cookies – and hash browns fit the bill perfectly.” The desire for people to maintain their morning rou-

tine despite being in their living room should also not be ignored. If people can’t get their morning coffee from a café, then that is a gap in the market that retailers can fill, whether it’s by offering their own takeaway service or introducing more premium coffee lines in store.

“There has been a strong rise in single-serve coffee, demonstrating a 22.6% value sales growth, reaching 18.5% share of total coffee sales,” says Hannah Morris, category team leader at Jacobs Douwe Egberts. “This is subsequently driving the trend of premiumisation within the coffee cate-

gory, with consumers looking for a higher-quality experience at home. “Single-serve coffee and machines are therefore providing the perfect solution during the pandemic for those looking to get that high-quality coffee as part of their morning routine.”

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Darryl Burgess, head of sales, Weetabix “Value for money will be important in the year ahead, so providing an array of different products and prices will be necessary from retailers. “Our work and life patterns have changed, but we are still busy – people will be looking for products to keep them going throughout the morning. “Seventy per cent of Weetabix On The Go drinks consumption is in the home, so the brand is remaining resilient and is adapting to news ways of living and our busy lives. “Multipack sales have been increasing in the past couple of months for breakfast drinks and cereal bars, and are ahead of last year.”

CATEGORY ADVICE BREAKFAST

HEALTH CONCERNS WHILE many people will be after a treat first thing in the morning, there are plenty of others who have been looking to reduce their calorie intake and eat more healthily since the start of the first lockdown. Breakfast options that offer reduced sugar, complex carbohydrates, proteins and more natural credentials can tap into this demand for nutritionally balanced meals. “The sad truth is that, while many snack and breakfast bars may seem light and healthy, many of them contain a great

amount of sugar and calories, which will be the opposite to what consumers actually want,” says James Christie, trading manager at Epicurium. “People are better educated about their health, watching calorie intake and reading labels more closely than ever before. We’ve seen ranges such as Kind Breakfast Bars (RRP £1.50) perform particularly well, while Perkier Oaty Quinoa Porridge Pots (RRP £1.49) are clearly signposting their vitamin and immunity building credentials.”

Weetabix has reacted to this healthy trend as well, launching new Alpen Light cereal bars that come in packs of five and contain 67 calories per bar. “Health will come back to the forefront in the months ahead,” says Darryl Burgess, head of sales for Weetabix. “There will be more looking to lose weight following their lockdown diets, whilst improving general health and immunity will be a focus – 80% say they will make greater attempts to stay healthier as a result of Covid-19.”

LOOKING FOR LOCAL SUSTAINABILITY was a growing concern before the pandemic and will continue to be a considerable focus in 2021. According to Weetabix, almost a third of UK consumers admit the Covid-19 pandemic has made them realise how important locally sourced prod-

ucts are to the UK economy. Additionally, 48% of Brits are actively looking for locally sourced items when they are out shopping. For retailers, stocking local produce and shouting about it is a good way to grow sales and customer loyalty.

As well as local produce, ethically sourced goods are also becoming a customer priority. “When deciding on their tea brand, transparency and traceability have become increasingly important factors for conscious consumers who want tea that tastes good

and does good, too – from sustainable packaging to ethical sourcing and organic ingredients,” says Bryan Martins, marketing and category director at Wessanen UK. “Sales for Fairtrade tea are up by 14%, while organic sales have boomed by 43%.”

breakfast trends From Victoria Souther, marketing and category director, Kerry Foods As a result of national and local lockdown restrictions last year, we saw a huge rise in the number of cooked breakfasts served at home, growing from 11 million to 20 million during this period. We saw sales of sausages boom, with value sales of the category up by 20.8% compared to 2019, equating to £724.7m. The frozen meat-free category grew 18% in value and 4% in volume during the first lockdown. Richmond Sausages expanded its range to include a frozen version of its Richmond Meat-Free Sausages. The range has become the bestseller in the frozen meat-free market. The trend for meat-free products shows no signs of abating. Consider having a dedicated plant-based bay so consumers can quickly and easily find the range meat-free products available to them.

9-22 FEBRUARY 2021 betterRetailing.com

ACADEMY IN ACTION

Three-month follow-up:

DIGITAL ENGAGEMENT Three months after the IAA and BETTERRETAILING.COM visited SUNNY SAHOTA’s One Stop store in Henlow, Bedfordshire, we find out what he’s achieved by refining his digital engagement

MAKING THE SHOP EASIER THERE are so many things for people to think about these days and many shoppers no longer have the time to browse a store’s full array of food options. This, added to the financial squeeze that the pandemic has wrought on many families, means that quick, simple and affordable shopping experiences can prove very popular. Meten Lakhani, from St Mary’s Supermarket in Southampton, showcases his breakfast options close together and puts up reminders and linked deals to help

customers make easy decisions. “You can do linked deals between milk and bread for, say, £2. Link deals work really well,” he says. A strong range of pricemarked-packs (PMPs) in store can simplify your customers’ shopping experience at a time when shoppers are ever more money-conscious in the convenience sector. “Keep the range simple,” adds Jack Matthews, from Bradley’s Supermarket in Quorn, Leicestershire. “Use price-marked packs and try to think of something that brings something new.”

“A convenient, stress-free breakfast is proving even more vital, with families more concerned with the speed and ease with which breakfast can be prepared in order to focus on other priorities,” says Levi Boorer, customer development director at Ferrero UK & Ireland. “Busy family mornings require quick solutions that parents can be confident are setting the family up for the day properly without investing large amounts of time.” As well as cereals, on-the-go breakfast options like cereal

Use Google My Business to upload quality photos of your store.

Use Twitter to build new retailer and supplier relationships.

Take ownership of your Facebook page and personalise your posts.

THE RESULTS

125

We updated our Google My new followers in Business and took one month ownership of our Facebook page. We ask questions and customise our posts to drive engagement. By doing all this, we gained 125 followers in the first month.

PARTNER ADVICE

QUICK AND EASY WHILE many retailers have seen increases in more premium lines, one of the most universal areas of growth has been in breakfast cereals. Just because people aren’t commuting to work or school doesn’t mean they’re not busy and looking for something quick and easy to make, eat and clear up in the mornings. Having a wide range of established brands, children’s favourites and some special trade-up options allows you to cover most bases for the quick and easy breakfast market.

IAA ADVICE

bars are still popular, while having a take-out tea or coffee offer can appeal to people needing a quick boost before work or on a lunch break. “We’ve seen shopper sentiment towards breakfast change substantially, with consumers increasingly looking for convenient, on-the-go breakfast options that can be enjoyed at home as part of a busy morning,” says Parminder Walia, category development manager at Tata Consumer Products.

It’s great to see the changes that Sunny has made are benefiting his business. By regularly posting on social media, Sunny has increased his visibility to his customers, resulting in higher footfall and sales.

Steve Denham Associate Editor betterRetailing.com

KEEP UP WITH THE MODERN CONSUMER Call us on 020 7689 0500 to find out how to engage shoppers using data and technology, and to see how you can be a part of our next visit programme.

Next time: Effective Ranging

CATEGORY ADVICE BISCUITS & CAKES

9-22 FEBRUARY 2021 betterRetailing.com

TREATING YOURSELF

Biscuits and cakes are the ultimate treat category, but with health taking a more prominent role in shopper buying habits, where can retailers drive sales? TAMARA BIRCH finds out

MEET THE EVOLVING NEEDS OF YOUR HEALTH-CONSCIOUS SHOPPERS IT’S no secret that shoppers’ buying habits have changed since Covid-19 restrictions were first introduced, with millions suddenly forced to work from home. Despite this, however, the biscuits and cakes category has remained pretty resilient. Susan Nash, trade communications manager at Mondelez International, says the category remains a firm household staple. “The biscuit category is growing by 1.5%. The key to driving sales in the biscuits and cakes category is to offer products that meet the evolving needs of shoppers,” she says. Shoppers, more than ever before, are becoming more

concerned with their health and are making conscious decisions to be healthier. In fact, healthier biscuits are growing by 2% and account for 24% of the total biscuit market. Nash says: “Eighty-five per cent of consumers claim they’re trying to improve some of their diet and almost one in three food items are now chosen for health reasons.” Suppliers are also launching lines lower in sugar to cater for those looking for healthier choices, so reach out to them about the lines that are lower in calories, sugar or fat. By offering these choices, you’re more likely to drive repeat purchases and spend elsewhere in store.

RETAILER

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Alan Mannings, Shop on the Green, Chartham, Kent “BISCUIT and cake sales have steadied since lockdown, and they aren’t as strong as they once were, which I’m surprised about, as they’re seen as a comfort food or treat. We have a mixture of customers and we get a wide selection of shoppers buying from the category, but it does tend to be older customers who buy more. “Suppliers are helping us tackle this and attract younger shoppers, however, with their recent launches, such as McVitie’s V.I.B biscuits. Our challenge is making sure they stand out on the shelf or customers will miss them, ultimately affecting sales. “We’re focusing on the big-night-in trends at the moment, especially while we’re in lockdown, and running a couple of promotions to drive sales. We have a large promotional display that’s noticeable as you enter the store.”

IT’S ANYTHING BUT AVERAGE

FINAL DEADLINE: 12 FEBRUARY 2021

#IAA21

ASSESS. COMPARE. IMPROVE. Benchmark your shop with the Independent Achievers Academy and you will: See how your store(s) compares to your peers Identify your strengths and opportunities to take your shop to new heights Become part of a network of hundreds of forward-thinking retailers New for 2020/21: Immediate comparisons with 2019 average scores No need to re-enter your shop details if you took part last year Results and areas for improvement sent directly to you once benchmarking is complete New category: Environmental Sustainability

I’ve picked up lots of ideas through benchmarking that have increased my turnover. It’s great for staff, too, because it boosts their morale. Sophie Towers, Kibble Bank Store

Visit betterRetailing.com/IAA or call the IAA team today on 020 7689 0500

CATEGORY ADVICE BISCUITS & CAKES

top tips

Focus on more than sweet biscuits When thinking about biscuits, it’s easy to think about sweet biscuits, but are you stocking savoury biscuits, too? Stocking a variety enables you to attract a wider audience and cater to varying needs throughout the day, whether it’s a treat or an afternoon snack. Health is important Health is more than a fad, it’s something that should be represented in most categories. Use trade press or supplier websites to find out about the latest low-calorie launches. Pladis UK&I, for example, has launched two new varieties of its Go Ahead range, containing between 56 and 97 calories each.

ENCOURAGING TRADE-UP DESPITE health taking a more prominent role, there’s no denying that biscuits and cakes are an indulgent category. In fact, according to John Want, sales, marketing and R&D director at Rich’s, enjoyment is the number-one driver in the category, accounting for 94% of servings in their in-store sweet bakery. “The trend for ‘treating’ is driving growth in the category

trade up to more premium and indulgent treats.” Suppliers have recently launched a selection of lines to encourage trade-up, such as Pladis UK&I’s McVitie’s Digestives and McVitie’s Hobnobs Fully Coated collection. Create a section of your biscuit display for premium lines and make sure it’s visible to consumers to help attain those higher sales and margins.

Cadbury Bournville Fingers Launched in 2020, Cadbury Bournville Fingers have an RRP of £1.50 and are designed to help retailers drive biscuit category sales. “Cadbury Bournville benefits from the growing trend for heritage brands and dark chocolate,” explains Nash.

Create in-store theatre Customers are drawn to exciting, stand-out displays. Signage is a simple, cost-effective way of capturing your shoppers’ attention. Do you stock gluten-free or vegan and vegetarian options? Make sure customers who need these lines can find them easily.

MORE THAN A SWEET TREAT sweet biscuits, meaning there is an untapped opportunity for retailers,” she says. Nash recommends adding a range of Belvita and Cadbury Brunch to ensure you’re offering a variety of products. By stocking these products, retailers can also cater to health trends, too. Whether you’re stocking sweet or savoury biscuits, it’s important to ensure these

products. “If people are going to indulge, they want luxurious premium products that are worth the calories,” Want says. Mondelez’s Susan Nash echoes this and says the special-treat segment is in 1.6% growth. “When health-conscious shoppers look for a treat, they’re prepared to spend more on something that tastes great and they feel good about,” she says. “Consumers are willing to