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14th September to 27th September 2018

Volume 32 No. 824

The Voice of Independent Retailers

92

Symbol groups Bumper guide

Big Interview

Purity Soft Drinks

Soft drinks

Resilient market

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Plastic bag charge to double and extend to all shops

17

cMatt Collins, Purity Soft Drinks Trading Director, talks to AT

The soft drinks market reviewed

VOLUME 32 NUMBER 824

THE VOICE OF INDEPENDENT RETAILERS

14th September to 27th September 2018

4 NEWS

12 BIG INTERVIEW

29 SYMBOL, FRANCHISE &

Plastic bag charge to be doubled to 10p and extended to all shops.

Purity Soft Drinks Trading Director Matt Collins on the company’s growth plans.

Consultation launched on banning energy drink sales to children.

17 SOFT DRINKS, BOTTLED

With more change in the grocery market than ever before, the decision over which symbol group to join has never been more important.

Asian Trader looks at the competing fascias.

Soft drinks is proving resilient to the sugar levy as consumers still like to grab a beverage from the c-store to cool down.

60 MUST STOCK

28 ME & MY BRAND

65 BAKING, BISCUITS & CAKES

Purchase of illicit tobacco at all-time high: survey.

CMA launches inquiry into Sainsbury’s/Asda merger.

Clampdown on youth drinking widens in scope.

Cigarette packs may be redesigned if nodeal Brexit.

FASCIA SUPPLEMENT

WATER AND JUICE

The latest product news.

With the biscuit market still in growth, Asian Trader finds out how retailers can cash in.

Alex Thorpe, Brand Manager, Vimto, tells Asian Trader about the brand’s biggest campaign to date.

75 GUJARATI

Price Marked Packs and Wines.

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Tuesday 20th November 2018

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CONFERENCE LIVING LOCALLY

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NEWS

Plastic bag charge to be doubled to 10p and extended to all shops Independent retailers welcome the government’s plans The British government has said it is considering doubling the charge for single-use plastic bags to 10p and extending it to all shops.

Under the current regulations, a 5p charge is levied on all single use plastic bags by businesses that have more than 250 employees in England. However, all businesses in Wales and Scotland are required to charge.

Plastic bag sales in England’s ‘big seven’ supermarkets have dropped by 86 percent since the introduction of the levy in 2015, according to official figures.

The government has recently announced a range of measures to eliminate all avoidable plastic waste including a ban on microbeads and proposals to explore plastic free aisles in supermarkets.

Earlier this year it announced plans to ban the sale of plastic straws, stirrers and cotton buds, for a deposit return scheme to increase recycling rates of drinks bottles and cans, and launched a call for evidence on using the tax system or charges to address single-use plastic waste.

The Association of Convenience Stores has welcomed the reports on extending compulsory plastic bag charging to small stores, while urging for a careful consultation on any increases to the amount levied.

“We have long campaigned for compuslory plastic bag charging to be extended to all businesses just as it is in Wales and Scotland,” said James Lowman, chief executive of the ACS. “Around half of independent convenience stores in England have voluntarily introduced plastic bag charging, using the funds raised from the charge to support local and environmental causes. Furthermore, most of the independent retailers that do not currently charge for plastic bags support the introduction of a universal charge.

“The level of the charge should balance discouraging the use of single use plastic bags whilst avoiding unreasonable costs for consumers who may forget reusable bags or make unplanned shopping trips,” Lowman added.

Clampdown on youth drinking widens in scope A campaign to tackle underage drinking is now running in three new areas of Scotland, with more aiming to come on stream.

The ‘You’re Asking For It’ campaign tries to raise awareness of the negative effects and offence of buying alcohol for under 18s, known as a proxy purchase.

The campaign was first trialled in Motherwell and Wishaw in 2015, followed by Leith in 2016 and was delivered North Lanarkshire wide in 2017.

It has now widened its scope to Glasgow; Kirkintilloch, East DunbartonFollow us on: www.twitter.com/AsianTrader www.asiantrader.biz

shire and Burntisland, Fife with more areas looking to run the campaign, including Edinburgh, Aberdeen and Inverclyde.

The decision to extend the reach was taken at an event in Motherwell earlier this year where campaigners shared experience of delivering the campaign and its impact.

The event with attendees from local authorities, Police Scotland, the retail sector, alcohol producer’s health workers and more

Scottish Rates Bill The Scottish Government has announced plans to introduce a Non-Domestic Rates Bill to implement recommendations from the Barclay Review. First Minister Nicola Sturgeon made the announcement in an address at the Scottish Parliament on the Scottish Government’s Programme for Scotland, setting out the legislative priorities for the government in 2018-19. Sturgeon said a Non-Domestic Rates Bill will be introduced to apply recommendations from the Barclay Review, including: moving to a three-year valuation cycle, improving business rates administration to give better information to ratepayers and reduce the number of appeals, and reforming reliefs and tackling known avoidance measures.

Takeover concern The Competition and Markets Authority (CMA) has identified competition concerns in local areas over the takeover of MRH by its rival Motor Fuel Group (MFG).

MFG must now address the concerns raised over 29 locations where MFG and MRH are close competitors to avoid an in-depth investigation. During the initial (Phase 1) investigation, the CMA found the takeover could result in prices rising for local motorists in these locations.

The Phase 1 investigation is otherwise supportive of the takeover, as the CMA concluded that competition provided by other major petrol retailers and supermarkets will ensure that the merger would not result in higher prices for motorists across the country as a whole.

Aston Manor sold also saw the launch of the website www.youreaskingforit.com aimed at supporting those areas who wished to roll out the campaign.

“Interest in the campaign has been high. It is great seeing other parts of Scotland picking it up and rolling it out,” said John Lee, Chair of the SAIP Campaigns Group and Head of Policy and Public Affairs, Scottish Grocers’ Federation.

French agricultural cooperative and food-processing firm Agrial has announced the acquisition of Aston Manor, the UK’s largest independent cider producer and the second leading player on the British cider market.

With this acquisition, Agrial’s Beverage Division Eclor, the leading player on the French cider market and already present in the US, is expanding operations to Great Britain, the largest cider market in the world.

The Birmingham-based Aston Manor has a successful range of brands such as Kingstone Press, Frosty Jack’s and Knights and strong partnerships with British retailers to create own-label products.

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NEWS

Consultation launched on banning energy drink sales to children

Ban proposed on drinks containing over 150mg of caffeine per litre The government is seeking views from the public on ending the sale of energy drinks to children and young people in England, Prime Minister Theresa May has announced.

The consultation proposes that a ban would apply to drinks that contain more than 150mg of caffeine per litre and prevent all retailers from selling the drinks to children.

It follows the publication of the latest chapter of the government’s childhood obesity plan in June 2018, which outlines a series of measures as well as a commitment to halve childhood obesity by 2030.

“Childhood obesity is one of the greatest health challenges this country faces, and that’s why we are taking significant action to reduce the amounts of sugar consumed by young people and to help families make

healthier choices,” said Prime Minister May. “With thousands of young people regularly consuming energy drinks, often because they are sold at cheaper prices than soft drinks, we will consult on banning the sale of energy drinks to children,” she addded.

The consultation deals with issues like whether the restrictions should apply to children under 16 or under 18 and whether the law should be changed to prevent children from buying them in any situation.

Energy drinks are already banned for sale to children by many major retailers, but children can still buy them from vending machines and many independent convenience stores, for example.

“We all have a responsibility to protect children from products that are damaging to their health and education, and we know that drinks packed to the brim with caffeine, and often sugar, are becoming a common fixture of their diet,” said Public Health Minister Steve Brine.

More than two-thirds of 10to 17-year-olds and a quarter of 6- to 9-year-olds consume energy drinks. A 250ml can of energy drink can contains around 80mg of caffeine – the equivalent of nearly 3 cans of cola.

Cigarette packs may be redesigned if no-deal Brexit Cigarette packs sold in the UK will have to be redesigned in the event of a no-deal Brexit, as the health warning images are copyrighted by the EU. The government has published 24 technical papers which set out the probable impact of a no-deal Brexit.

This is the first in a series of releases which will see more than 80 papers published by the end of September.

Brexit secretary Dominic Raab made a speech summing up the key points from the first release.

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The papers explain that because the EU owns the copyright to 42 medically-approved photos highlighting health risks for smokers, UK public health authorities will have to provide their own if they are to retain the existing warnings, which under EU law should cover 65 percent of the packet.

Under the 2014 Tobacco Products Directive, cigarettes, cigars, rolling tobacco and pipe tobacco must include a health

Arla bonus for farmers Farmers’ cooperative Arla Foods, one of the world’s biggest dairy firms, plans to pay out its entire 2018 net profit of up to 310 million euros (£278 million) to its members after one of the hottest and driest summers on record.

The firm, owned by 11,200 farmers in Denmark, Sweden, Germany, Britain, Luxembourg, the Netherlands and Belgium, traditionally pays only a part of its profit to owners, but said it would make an exception this year due to the drought. European farmers are trying to recoup losses caused by a summer heatwave that has shrunk cereal harvests and dried out pastures, leaving some on the edge of bankruptcy and shutting the EU out of lucrative export markets.

Costcutter merchandising guide Costcutter Supermarkets Group has unveiled Merchandising Principles, a new library of category guides.

Each guide is a companion to the category planogram which explains the range-specific high level category best practice and product placement principles, said the Group in a statement. This information is designed to help retailers make informed decisions about where they can flex and tailor their range at a local level to include the products their shoppers expect to find in store.

Each Merchandising Principles guide also features promotional guidelines for merchandising gondola ends, wine towers and floor stacks to help retailers get more from their promotional package, it added.

Filshill turnover up

warning next to one of the approved photos, which feature on packts across Europe and include images of diseased lungs, browning teeth and amputated limbs.

Member countries and manufacturers have been advised to rotate the pictures used on packs so that smokers do not get too used to the graphic images, making them less effective.

Food and drink wholesaler JW Filshill has reported an increase in both margin and turnover, but seen a dip in operating profits in its latest financial year. Glasgow-based Filshill, one of Scotland’s oldest independent food and drink wholesalers, saw turnover increase 1.9 percent to £145 million in the year ending January 31, 2018, up from £142m the previous year.

Filshill, which supplies 183 KeyStore convenience stores across Scotland and the north of England, has attributed strong cost controls, a targeted strategy to offset the decline in tobacco sales and the impact made by its international craft beer and spirits business for the increase.

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NEWS

Purchase of illicit tobacco at all-time high: survey Smokers pushed to non-UK duty tobacco by plain packaging Over three-quarters of the smokers in the UK are regularly avoiding taxes by buying tobacco from the black market, abroad or duty free, finds an annual survey by the Tobacco Manufacturers’ Association (TMA).

The survey, now in its fifth year, reveals that numbers avoiding UK duty stands at an all-time high.

Moreover, the findings confirm that adult smokers are being pushed towards nonUK duty tobacco by high tobacco taxation, the introduction of plain packaging and the recent ban on minimum tobacco pack sizes, TMA said in a statement.

“Smokers cite price as the chief reason for avoiding duty and with tax making up 90% of the price, combined with two duty increases in 2017 we can see the direct impact that the Government’s taxation pol-

icy is having,” said Giles Roca, Director General of the TMA. Key findings of the survey of the behaviours of over 12,000 adult smokers include: 76% buy untaxed tobacco at least once a year; 16% spend more than £1,000 on untaxed tobacco every year; and 28% agree that plain packaging tempts them to buy untaxed tobacco.

The average price for a pack of 20 illegal cigarettes is just £4.33 – almost half the typical legitimate UK price.

London (85%) has the highest prevalence on non-UK duty

paid tobacco purchases with Wales having the lowest (70%).

These findings reinforce the concern that the illicit tobacco trade, valued at £2.5 billion in 2016-17 by HRMC, is continuing to be a major problem.

“The Government needs to undertake a full review of its approach towards tobacco as their policies are contributing to this illegal activity, which affects local communities, public finances and small business,”added Roca.

The TMA demanded fixed limits on personal tobacco imports post-Brexit to end the option for smokers to bring unlimited amounts of cheap tobacco back from the EU. This would reduce the opportunity for criminals to buy tobacco, claiming it is for personal use and then selling it on illegally, it said.

Scottish Government firm on personal licence renewal fees The Scottish Government has published details of amended regulations on personal licence fees, pressing ahead with plans to introduce a £50 renewal fee despite concerns raised by a wide range of business groups.

While there is an initial £50 fee to apply for a personal licence, a key plank of the alcohol licensing regime, no fee was set in regulations for a renewal application. There are currently over 56,000 personal licences in force in Scotland and if every licence were renewed, this would cost businesses almost Follow us on: www.twitter.com/AsianTrader 8 ASIAN TRADER 14 SEPTEMBER 2018

£3 million in total.

Trade bodies were demanding the scrapping of requirement to renew personal licences altogether instead of charging for renewals – a policy that has been in place in England and Wales since 2015.

“We urge the Scottish Government to look again at this policy which has long

been deemed unnecessary by authorities in England and Wales. The introduction of personal licence fee renewals will introduce needless additional costs for retailers, especially those with more than one personal licence holder in each store,” said James Lowman, chief executive of the Association of Convenience Stores.

John Lee, Head of Public Affairs at Scottish Grocers Federation, reacted strongly to the decision: “Scottish government has caved into pressure from local authorities and put this significant cost burden directly onto retailers.”

Pernod Ricard sales growth Pernod Ricard has seen its organic sales growth accelerating to 6 percent for the financial year ended on 30 June 2018, compared to 3.6 percent growth in FY17.

The world’s second-largest distiller has also raised its profit forecast for current fiscal by a percentage point, to 5 percent to 7 percent. However, this is below consensus expectations of 7.4 percent.

Sales for FY18 totalled €8.9 billion (£8.1b). Profit from recurring operations stood at €2.3 billion, with organic growth of 6.3 percent, in line with the the revised annual guidance of circa 6 percent.

Grocery workers seek help GroceryAid has published its first Impact Report, revealing the impact of tough trading times the grocery industry faces on the colleagues.

Applications rose by 22 percent and of the 14,583 people helped, 62 percent were of working age, the industry charity said in its report. It spent £4.7 million for grocery people last year.

The charity also provided 98 percent more telephone counselling sessions during the year, their Relate relationship service saw a threefold increase and use of the Renovo return to work support service was up by 75 percent.

Nisa raises £10m for charity Nisa’s registered charity, Making a Difference Locally (MADL), has raised over £10 million for local communities, the symbol group announced.

As of the end of August, over £10.03 million had been raised since the charity’s formation in 2008, buoyed by the changes made earlier this year to the way the charity is funded.

Back in May, MADL introduced a new funding model whereby all branded products featured on the Nisa consumer leaflet would contribute to MADL – in addition to the existing contribution from all Heritage own label products – bringing in extra funds for retailers to donate locally.

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NEWS

CMA launches inquiry into Sainsbury’s/Asda merger Investigation will consider if the deal could restrict choice The Competition and Markets Authority (CMA) has launched its formal investigation into the proposed merger between Sainsbury’s and Asda.

The competition authority said it has been gathering the information needed to start its investigation since the announcement of the merger on 30 April.

The CMA will now begin the first phase, known as Phase 1, of its detailed assessment into how the deal could affect competition for UK shoppers.

The investigation will consider whether the deal could lead to less choice, and therefore higher prices or worse quality services, across the range of products sold by both businesses, said the authority in a statement.

It will also look at wheth-

er the merged company could use its increased buyer power to squeeze suppliers and whether this could have potential knock-on effects for shoppers.

“About £190 billion is spent each year on food and groceries in the UK so it’s vital to find out if the millions of people who shop in supermarkets could lose out as a result of this deal,” said Andrea Coscelli, chief executive of the CMA. As well as being major retailers of groceries, both instore and online, Sainsbury’s

and Asda also compete to sell goods such as fuel, electricals, toys and clothing.

Both retailers have asked the CMA to move more quickly to the indepth (Phase 2) part of the inquiry through a ‘fast-track’ process.

In most merger cases, a full Phase 1 investigation is needed to determine whether a deal can be cleared or whether further scrutiny is required. However, merging companies can ask for the CMA’s review of the deal to be moved more quickly to Phase 2 where it is clear from an early stage that the deal requires an in-depth investigation.

The CMA said it expects to accept this request unless it receives any valid objections to the use of the fast-track process.

FSB calls for business rates freeze in its high street plan The Federation of Small Businesses (FSB) has called for a freeze on business rates, increased free town centre parking and safeguards around access to cash and banking to help struggling businesses on the high street.

The burden of rising rates bills and ever-increasing rents, coupled with soaring employment costs and pressure from online retailers and out of town shopping centres, are all creating a perfect storm in our town centres, FSB said in a statement revealing its Five Point Plan for high

streets, which sets out new recommendations in five key areas.

Mike Cherry, National Chairman of the FSB, said: “It’s clear the pressure is mounting. Spiralling business rates and ever-increasing rents are piling on to small retailers, hospitality businesses and others on the high street. The high

cost of town centre parking, poor infrastructure, the blight of potholes and the loss of vital banking services are also ramping up the pressure.”

The recommendations include a raft of interventions to the current, outdated business rates system in England.

As well as a freeze on rates from April 2019, when the next inflation-linked rise is due, FSB is calling for a £1,000 business rates discount for local shops, cafes, restaurants and pubs, to provide a shot in the arm for high streets.

SPAR rewards local hero SPAR teamed up with sprint star Dina Asher-Smith to celebrate one of the amazing individuals supporting community sport in the UK, as part of its People’s Podium campaign.

Asher-Smith, fresh from winning three gold medals at the recent European Championships, visited boxing coach Zahra Butt from Nottingham who has been coaching vulnerable women.

Butt, the first hijabi boxing coach, has broken through gender and cultural barriers to support women in her community who have struggled against issues including domestic violence and gender inequality.

Butt discovered a love of boxing after joining a local gym following the birth of her son.

Trader wins £5,000 Richard Kent of Nisa Local Evington has won a £5,000 prize in Lucozade Ribena Suntory’s competition for independent channel.

The competition, which will run until September 23, gives away £5,000 cash to a total of 12 lucky retailers.

Kent said: “This £5,000 prize couldn’t have come at a better time for us. We’re first-time store owners, having opened our doors in January, and this money meant we could do a store refit and revamp our shop.”

Retailers simply need to visit www. lrsuntory.com/win and enter the details printed on the promotional shrinkwrap of participating SKUs for a chance to win.

NewstrAid parachute jump The second charity parachute jump in aid of NewstrAid will take place on September 21, Friday at Sibson Airfield, Near Peterborough.

The event aims to raise £15,000, and over £2,400 has been raised so far. The previous event in 2016 raised just over £10,000.

Ten people who either work in the news trade or associated with it will be jumping this time. NewstrAid is open to sign up more people.

Those who want to skydive need to raise a minimum of £200 to cover the cost of the experience, but something between £500 – £1,000 would be ideal, said the benevolent charity.

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BIG INTERVIEW

MATT COLLINS

Ahead of the curve Everybody is climbing on the sugar-free bandwagon now, but Purity Soft Drinks was one of the first, Trading Director Matt Collins tells Andy Marino.

T

he old market town of Wednesbury nestles in the centre of a neat Black Country rhomboid formed by nearby Walsall, West Bromwich, Dudley and Wolverhampton.

It is home to Purity Soft Drinks, one of Britain’s oldest firms. They’ve been there since 1892, and originally made deliveries with a dray and draught horses. The firm was acquired during World War Two by the Cox family, who ran it for 68 years until Purity was bought out by its management (with some help from external investors) in 2012.

It operates out of a three-acre site with around 90 employees and their Juiceburst fruit drinks are to be found across the British Isles. Purity undertook a major rebranding exercise last year, and Asian Trader went along to see what’s changed and what the future holds for this re-energised firm.

We talked to Matt Collins, who is Trading Director at Purity, and in the light

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of their stated ambition that the aim was to double their market by 2020, we asked how the rebrand of the Juiceburst range was coming along.

“Very well, thank you!” says Matt.

“We’ve had great consumer feedback on our new pack design and we are now through our reformulations to remove sugar. We’re definitely making progress

Juiceburst is growing at an annual rate of over +3% in symbols and independents.

Matt explains how their new distribution network is bumping up sales.

“One of our big wins this year has been bringing on board the second biggest cash and carry wholesaler, Bestway, which will make Juiceburst even more accessible to the independent sector,” he says. “In the first eight weeks of our listing we’ve established over 6000 new distribution points, which has completely surpassed all of our expectations.”

That 3% increase begins to make sense. “Paired with grocery wins, including both Tesco and

We’re definitely making progress with our plans and it’s still our intention to continue growing the business into 2020. with our plans and it’s still our intention to continue growing the business into 2020.”

According to the latest IRI market data,

ASDA front-of-store chillers, we’re confident that the next two years will be strong growth years for Juiceburst.

YTD branded sales were up +10.1% to June and we’ve had a record-breaking July with our biggest value week in the company’s history,” says Matt.

Sarah Brooks, Head of Marketing at Purity, had been talking recently about what the company calls their “Refreshingly No-Nonsense” angle, aimed at making the whole range free from added sugar and all the other “bad” ingredients people are now avoiding. Does Matt think that’s made a difference as well?

“Growth has definitely been influenced by consumer and category trends,” he agrees. Everybody is climbing on the sugar-free bandwagon now, but Matt explains that Purity was ahead of that.

“We pride ourselves in being a firstmover and seeing the changes in the tide long before our competitors. As a result we’ve been working to remove the sugar from our drinks for the past three years to acclimatise consumer palates,” he says.

“We launched a low calorie ‘Skinny’ variant back in 2014 to meet growing Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

MATT COLLINS consumer needs for healthier ‘diet’ drinks,” says Matt, “and we were also the first brand to launch a fully School Approved product which is compliant with English Government Schools legislation, a range which has seen massive success and is currently stocked by one in two English secondary schools.”

Purity is living up to its name, then?

We pride ourselves in being a first-mover and seeing the changes in the tide long before our competitors.

“We anticipate the next big thing to be a steer away from artificial ingredients,” he reveals, “which is why we’ve consciously avoided artificial sweeteners during our reformulations, opting instead to replace sugar with more fruit juice and a touch of Stevia, a natural plant sweetener.”

Why not go the conventional aspartame and sucralose route? “Consumers are at the forefront of everything we do,” explains Matt, “and our consumers told us that artificial ingredients weren’t their thing!”

It wasn’t only future legislation in mind when Purity decided to add more fruit juice and a drop of Stevia: “It also gives us a unique standing point over our competitors, many of whom opted for the easy win and replaced sugar with artificial sweeteners,” says Matt. “It adds to our ‘better for you’ health credentials.”

Will this be the key differentiator for Juiceburst? “We want to be known as the no-nonsense

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juice drink brand, so it’s important to us to live up to customer needs around health, taste and value,” he affirms, “and a minimum of 30% fruit juice – all at the value of a traditional RTD.” Some of their growth has come from infiltrating the multiples, but over the next few years it looks like the convenience channel is where the above-trend market expansion is going to occur. What are Purity’s plans to take advantage of that? “We

BIG INTERVIEW

relaunched our PMP range earlier this year to allow us to continue to grow our footprint in the convenience and independent sectors, adding an additional flavour variant to create a four-strong lineup – Orange, Apple, Orange & Carrot and Tropical,” Matt says, and then reveals a little of the company’s planogram thinking.

“Four flavours is our range sweet-spot,” he says, “meeting the needs of most consumers while still being tight enough to fit into the smallest of independent store chillers. For those looking for a more extensive range, we have 13 flavour variants available in our core 500ml range including firm favourites such as Blood Orange, Blackcurrant and Raspberry Lemonade. We are continually investigating different pack formats and new consumer occasions as trend change” – remember those front-ofstore chillers.

“With-food is performing well for us and is a big opportunity as we have offerings that can be consumed either at breakfast, OOH dining or as part of a meal deal,” Matt continues, thinking of the extra sales potential in the fast-developing foodto-go area.

So with Juiceburst now in most of the country’s convenience locations, what is Matt’s advice to independents to maximise their sales of the range? “Independent retailers should target the consumers who dominate most of your sales with pack formats that suit their needs,” he advises.

“PMP is a

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BIG INTERVIEW

MATT COLLINS

key trend in independent convenience, with consumers demanding continued value. Keep best-selling SKUs at eye-level and group like-products. A full and impactful chiller will help the visual appeal to consumers, as will displaying relevant point-of-sale.”

It’s September now and the blazing sales due to this record summer are over.

What’s the ongoing strategy as the days grow shorter and cooler?

“The distribution journey over the past three years has been very progressive, and that will continue, more so into new markets like the on-trade, where we already have nationwide distribution in Greene King, and grocery,” Matt says.

“Innovation will also play a part in our

A full and impactful chiller will help the visual appeal to consumers, as will displaying relevant point-ofsale. ongoing growth, from brand extensions to explorations of different pack formats and portion sizes.”

Purity is clearly positioning itself to become a major player with Juiceburst.

How is Matt advancing that longer-term plan? “For us one of the biggest challenges is brand awareness,” he says. “We would also like to focus on getting our name out there and getting bottles into hands at every available opportunity, with maybe a first move into above-the-line advertising.”

So a possible move into mass media and a brand that sells itself on health and, well, purity. The inside of the bottle is taken care of, but how about the outside, the packaging? Legislation is also coming for plastics – as we have just seen with the straw ban in

Follow us on: www.twitter.com/AsianTrader 14 ASIAN TRADER 14 SEPTEMBER 2018

California – a herald of things to come? “We have a robust CSR plan in place to tackle the plastic issue and are making headway already,” counters Matt, adding that they’ve “recently dropped the plastic weight within our core range by 2gsm. We have also announced that as of September we will be moving to 25% RPET” – recycled polyethylene terephthalate – “within all of our 330ml bottles.”

Everybody wants to do this, of course, so there’s a bit of a “bottleneck” in supply isn’t there?.

“Currently supply of RPET materials is an issue, with demand outweighing supply,” Matt agrees.

“However, we hope to be able to expand this across all of our range once it’s fully available as a raw material. We are currently working on a big comms piece to educate consumers on how to recycle Juiceburst, as our bottles as they stand are 100% recyclable.”

So 100% recyclable and 100% national reach – but where would Matt like Juiceburst to drill deeper, sales-wise, as a first preference? “We have a good regional penetration and so for us it’s more about targeting

specific channels and retail groups such as symbols like Spar and Premier, together with buying clubs associated with cash and carry,” he says. “We’re hoping our recent listing, and the accompanying distribution drive with Bestway, will support this – making it easier for shopowners to find and stock Juiceburst.”

Availability and visibility, then? “In terms of marketing we have invested heavily into the convenience and independent sectors this year, through advertisement, mailing and van-sale drives, and fresh new POS to help at point of purchase,” says Matt. “Our goal is to stay in the face of retailers, building that all-important brand awareness both with business owners and consumers alike. We’ve invested heavily into advertising within these sectors this year and are looking at doing telesales and direct mailing drives later on in the year, to talk to shop owners directly about the benefits of listing Juiceburst within their range.”

There’s one final question. Purity is helping with sales and promotion and supplying PMPs for Juiceburst, but are shopkeepers’ profits going to be protected in the ongoing discounting wars? “We work hard on our margins to allow for a strong value chain to both the wholesaler and the retailer,” answers Matt. “This has been further highlighted with the launch of our PMP range which allows customers to be reassured that they are getting good value for money, whilst also leaving the shop owners and wholesalers with a healthy margin.”

Purity has been around for a long time, but it looks as if Juiceburst could be the drink of the future.

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Tuesday 20th November 2018 Park Plaza Westminster Bridge

Now in its 30th year, the annual Asian Trader Awards are the highlight of the calendar for the independent retailing industry! Celebrating, recognising and rewarding the success of convenience retailers across the UK, this is an event you do not want to miss. Take some well-earned time out with your team and join us as we make it a night to remember!

excellent evening - a highlight of the calendar.”

“AnPeter Harding, Chief Executive Officer, Lucozade Ribena Suntory

of the year, love attending!”

“HighlightDavid Shepherd,

Senior Customer Business Manager, Warburtons

Rt Hon Michael Gove MP, Secretary of State for Environment, Food and Rural Affairs

networking opportunity celebrating “A great the best of the industry.”

Ross Davison, National Account Manager, Kepak Winners of Asian Trader Awards 2017

BOOK YOUR TABLE TODAY www.asiantrader.biz/awards | 020 7654 7743 | daksha.ganatra@amg.biz

CHOOSE GREAT COKE TASTE WITH OR WITHOUT SUGAR

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This exciting move will be supported by a £5m marketing campaign, including TV, to explain to consumers that they can enjoy that great Coke taste and experience their way – with or without sugar.

To find out more visit www.cokecustomerhub.co.uk or call Customer Hub on 0808 1 000 000 *Top 5 Cola Brands in GB, AC Nielsen value MAT to w/e 23.06.18. © 2018 The Coca-Cola Company. All rights reserved. COCA-COLA and COCA-COLA ZERO are registered trade marks of The Coca-Cola Company.

COC1024_FullRed_DUAL_330ml Ad_A4_AW5.indd 1

28/08/2018 09:39

SOFT DRINKS, BOTTLED WATER & JUICE

FEATURE

Soft drinks is proving resilient to the sugar levy as consumers still like to grab a beverage from the c-store to cool down. Asian Trader reports.

S

Soft drinks, hard sales

oft drinks continues to be one of the most profitable categories for convenience retailers, worth £2.2 billion and growing at 2.7% (IRI).

From June – August - the crucial summer period for soft drinks sales - shoppers consume 26% (IRI) more soft drinks, with water, fruit drinks and other flavoured carbonates seeing the most benefit. Retailers who adapt their ranges to reflect this range, particularly in the chiller, will benefit significantly.

To ensure the best performance from soft drinks, it’s crucial that retailers offer a wide selection of products to cater to a broad spectrum of consumer tastes.

“The world of soft drinks is changing with shopper demand for mid, low and no-sugar soft drinks growing,” says Adrian Troy, Marketing Director at Barr Soft Drinks. “However the overriding reasons why consumers choose a soft drink have remained constant - great taste, flavour choice and the right pack formats.”

There are major lifestyle changes happening across the UK and this is impacting on how soft drinks are consumed.

“It’s challenging for retailers to be an expert on every category in their store but our new category vision can help retailers to understand their shoppers at local level to increase sales,” adds Troy.

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Barr’s new approach to managing the soft drinks fixture focuses on three key drivers that it believes will be a major contributor to category growth in convenience retailing.

The three drivers – Health and Wellbeing, Taste & Fun and Lifestyle & Culture – reflect changing consumer lifestyles, influences and needs in relation to buying and consuming soft drinks.

Barr has used these three category drivers to develop a blueprint for the future of soft drinks merchandising in the UK, translating them into six specific shopper need states which cover all the major soft drinks’ consumption occasions. This forms a chiller planogram which will enable retailers to merchandise their fixture to engage shoppers.

The six consumer needs states are: Healthy Refreshment – Water and water-plus products; Tasty Hydration – Low calorie products with the health benefits of water and the great taste of a carbonate; Everyday Enjoyment; Adult Social; Connecting Cultures; and On The Go. The relative size of each section and which products a retailer should stock within each section will vary dependent on geographical location and shopper profile. Retailers can use Barr’s regional planograms based on their shoppers’ need states to ensure they are Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 17

FEATURE

SOFT DRINKS, BOTTLED WATER & JUICE

Be visible Trystan Farnworth, Commercial Director, Convenience & Impulse at Britvic recommends following these tips to maximise the sales opportunity for low and no sugar soft drinks: offering the local range their shoppers want.

“Merchandising the chiller in a clear and engaging way with our bespoke POS to signpost each need state, will make shopping the soft drinks fixture much easier and ensure that your store stands out from the crowd,” says Troy.

Bottled water

The most recent four-week stats for the convenience sector show the total plain water market is currently in huge value and volume growth – 40% and 40.3% respectively (IRI).

This is largely down to the tropical heatwave the UK experienced over the summer.

The Met Office is reporting the warm weather is set to continue well into September and beyond, which presents independent convenience retailers with an excellent extended sales opportunity, as the demand for soft drinks on-the-go is set to continue.

Consumers shopping in independents are usually local and use these stores for convenience and distress purchases, and for this reason, it is essential to ensure a key range of bottled water is merchandised within the chiller to help drive consumers to purchase, says Carol Saunders, Head of Customer Marketing, Highland Spring Group.

“Outlets should stock a Follow us on: www.twitter.com/AsianTrader 18 ASIAN TRADER 14 SEPTEMBER 2018

variety of single bottles in the fridge to cater for immediate consumption with high sellers on the bottom shelf and situating the chiller near the entrances and payment points will ensure they are visited by the highest number of people,” Saunders comments.

The increasing consumer and media focus on health, as well as the imposition of the sugar tax – which was introduced in April this year – continues to be a major driver of product choice and is a significant consideration for consumers when choosing between drinks.

Research shows that 36% of consumers are more concerned with sugar in food compared to the previous year (KWP), showing that shoppers were beginning to make healthier choices prior to the introduction of the sugar tax.

This health trend will continue to grow as consumers continue to adapt to healthier lifestyles.

“Bottled water’s lack of calories, sugar, preservatives and additives, together with its convenience and refreshing taste, provides health-conscious consumers alternatives to fizzy drinks and sugary juices,” Saunders adds.

“Bottled water is also versatile, available in still, sparkling and flavoured varieties and various size formats, making it suitable for consumption at any time of day.”

Sparkling flavoured water has seen an increase in the last

Stock the right range – For immediate refreshment, it is important to stock a broad range of branded soft drinks from established segments such as water, water plus, carbonates, juices and juice drinks, energy and vitality drinks.

Great merchandising – Shoppers are often in a hurry as they pop in to pick up bits and pieces throughout the day, so group sub-categories together to make it easier for shoppers to find what they are looking for. We recommend segmenting the chiller into four areas - carbonates, stills, energy & vitality and water & water plus. Always make sure single serve drinks are kept chilled and ready to drink straight away to drive impulse purchase from thirsty shoppers.

Highlight NPD – Shoppers want to discover new things, so make sure newer soft drinks, such as our Robinsons Refresh’d range, stand out in the chiller and with additional point of sale around the store to point customers in the right direction.

Be visible – Make sure soft drinks are in a prominent location in store, such as near the till area, to encourage impulse buying. Leading brands should always have sufficient space on shelf to help shoppers who are looking for their specific favourites find what they are looking for. Restock shelves frequently to keep up with demand – any gaps in the chiller represent potential missed sales!

Make the most of food occasions – To increase the number of items bought for on-the-go consumption, offer meal or snack deals across food and drink categories.

Offer value – As well as offering promotions and cross category deals, price-marked packs are a great way of reassuring shoppers that they are getting great value.

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71883 Yazoo Retail News Advert PORTRAIT V2.indd 1

03/09/2018 16:36

FEATURE

SOFT DRINKS, BOTTLED WATER & JUICE

year as shoppers move away from heavy sugar content – volume is up by 6.9% and 6.2% in value (IRI). The sparkling flavoured water category has been particularly buoyant in convenience in the four weeks up to 21 July, where it has seen a monumental value increase of 53.3% and 54.6% volume (IRI). Stores should include a range of flavoured sparkling waters in the chiller alongside plain water to maximise demand.

Recording a 5% YOY volume increase within convenience (IRI), plain sparkling water is another opportunity which retailers should capitalise on.

“It is important not to just view water as a thirst quencher for customers,” Saunders adds.

“As the only mixer with zero calories, many consumers prefer adding sparkling water to alcoholic beverages instead of soda water, for example – its minerality contributes to a clean and cooling flavour profile while the smaller size of the bubbles give a more pleasing texture and mouthfeel.”

Sparkling water is often under-represented in the soft drinks chiller and providing additional options in terms of brand and pack format can help convenience stores make the most of the opportunities here.

The good weather always sparks an increase in impulse purchases in the soft drink category, so independents should ensure that their top selling lines are merchandised within the chiller to help capitalise on these purchases.

Impulse purchases in the Follow us on: www.twitter.com/AsianTrader 20 ASIAN TRADER 14 SEPTEMBER 2018

total plain water category over the 12 weeks up to 21 July are up 12.6% in value and 10.8% in volume (IRI).

Chillers need to be kept fully stocked on a regular basis and a secondary siting of bottled water at the payment points in the store can also encourage impulse sales, Saunders recommends.

Energy

Energy is the biggest selling soft drink segment within the category for independents with over £400m worth of sales in the channel (IRI) so is a core part of any retailer’s range.

Juice drinks are also a great profit opportunity. They’re growing year-on-year, showing just how popular they are with consumers looking for great-tasting refreshment on-the-go.

“Retailers should consider the rise in consumers focusing on their health and what that means for their range,” commented Scott Meredith, UK Sales Director, Lucozade Ribena Suntory.

“It’s vital that they respond to this trend by stocking the lower-sugar and zero-sugar drinks shoppers will be looking for in their chiller – particularly with the Soft Drinks Industry Levy now in place meaning consumers are paying more for some high-sugar drinks.”

Convenience shoppers look for their favourite brands they can pick up on-thego so retailers should ensure their chillers are full of the best-sellers, Meredith suggests.

Price-marked packs are incredibly important to help demonstrate value. Price-marked soft drinks have a faster rate of sale than their non-PMP equivalents,

Breadth of choice Richard Duplock, Marketing Manager at Yazoo, offers the following top tips.

Site soft drinks by the food-to-go fixture.

Offer a breadth of soft drink choices and consider siting flavoured milk here if not currently.

Offer the most popular brands in the best-selling flavours and stock them together at eye level.

Use branded merchandise (such as chiller trays) to help communicate the product benefit to shoppers and the call to action for shoppers to “Grab a Yazoo”, highlighting the impulse nature of the category.

Stock PMPs - Yazoo’s two biggest selling pack sizes (400ml and 1L) are available as PMPs. which has increased in the past year. 76% of convenience shoppers think PMPs improve a store’s overall price image (him!), showing they’re getting the best value around.

Providing a visibly low price on products across your shop encourages shoppers to spend more and makes them more likely to return too.

“Availability is essential – with each shopper spending up to £232 a year on soft drinks, every person who walks through the door is a profit opportunity,” Meredith added.

“Top-sellers should be placed at

eye level to help shoppers find their favourites quickly. The range should be regularly reviewed on sales performance and shopper feedback to make sure the best possible selection of drinks, including all the top-selling brands, are offered.”

Health

The convenience channel has a high proportion of its sales in the standard category.

Yet in 2017, the majority of growth either at a top line level, or within most sub categories, was driven by the diet sector (IRI). This shows that the health trend, as well as the subsequent shift towards more perceived healthier products and sub categories, is having an impact on the channel.

“Retailers will need to ensure that they keep up with the trends being seen in the market and ensure their ranges are fit for purpose,” commented Trystan Farnworth, Commercial Director, Convenience & Impulse at Britvic. “Retailers should consider dedicating enough space to emerging healthier categories like water, Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

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10/08/2018 15:43

FEATURE

SOFT DRINKS, BOTTLED WATER & JUICE

water plus, natural energy and no added sugar carbonates, to tap into these health trends.”

Last year, the biggest sub categories continued to grow in convenience and this was no exception for the largest of them all, cola. 2017 saw cola grow by £21m, +4.2% value growth, with 76% of this growth coming through from the diet segment (IRI). As consumer demand continued to move towards healthier soft drinks, leading low-calorie cola brands benefitted with Pepsi MAX growing the most in absolute value, up £10.9m vs the previous year (IRI).

Britvic’s research, conducted by Censuswide UK, indicated that of those consumers who planned to reduce their alcohol consumption last Christmas, 39% consumed less alcohol all year round, increasing to 41% in those aged 25-34 and to 46% in those aged 55+.

“With figures showing a big decline in alcohol consumption throughout the year, it’s important to stock a dynamic range of soft drinks including well-known brands like J2O and Pepsi MAX as well as chilled on-the-go and sharing formats, throughout the year to cater for this growing interest in soft

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Vertical blocking To enable retailers to improve their soft drinks category, Mark Bell, Strategy and Planning Manager at Red Bull UK, has devised these three top tips: 1. Space: Red Bull advises retailers to stock the most efficient range to drive the greatest value. Category space should be aligned with share of sales to maximise sales. drinks,” added Farnworth.

Premiumisation

“So far in 2018, we’ve seen demand for premium products go up as more people choose to socialise at home.

There is also a trend for recreating cocktails and bar-quality drinks at home to bring a sense of occasion to a night in” says Amy Burgess, Trade Communications Manager at Coca-Cola European Partners (CCEP).

Social media is also having an impact, with people looking for trendy products they can photograph and share with friends on Facebook or Instagram.

“Because of this, factors such as stylish packaging, like the iconic Coca-Cola glass bottle, can influence the difference between whether someone buys or not,” added Burgess.

Mixers are also growing in popularity, whether consumed with or without alcohol. This is partly due to the popularity of cocktails and non-alcoholic mocktails, as people are becoming more adventurous with home-made cocktails.

Some are even buying bar equipment and cocktail glassware – such as martini glasses – to recreate a ‘bar atmosphere’ at home.

2. Focus on top five brands: 50-60% of soft drinks space should be allocated to the top five brands. Ensure 60-70% of space for sports & energy brands, in line with share of the category.

3. Vertical blocking: Shoppers only see products within a 1.3m breadth. Vertical blocking helps shoppers to easily find the product they are looking for improving their ease of shop.

“Retailers should consider mixers to go alongside their alcohol ranges, so people can stock up on everything they need for their night in in one go,” Burgess suggests.

Garnishes and botanicals are also becoming more popular as people look to expand their homemade cocktail range or

jazz up a classic mixed drink like a gin & tonic.

Adult soft drinks is also a growing sector that is ideal for home entertaining, and products like Appletiser are popular whether served on their own, or as an ingredient for cocktail or mocktail making.

“Creating eye-catching displays can help increase sales, especially impulse buys,” Burgess believes. “Additionally, cross merchandising soft drinks with barbecue items and food, and offering ‘meal deal’ type offers is a great sales opportunity for retailers, providing consumers with value for money.”

Displays could see bestselling soft drink brands like Coca-Cola and Schweppes stocked alongside products like burgers and buns, condiLike us on: www.facebook.com/AsianTrader www.asiantrader.biz

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FEATURE

SOFT DRINKS, BOTTLED WATER & JUICE

ments and even disposable barbecues, enabling consumers to stock up on everything they need in one place, according to Burgess.

“Highlighting the display prominently in the shop can play a role in encouraging consumers to plan a spontaneous barbecue when they’re shopping for dinner items, leading to incremental growth for retailers,” she said.

“In order to make the most of these displays, retailers should proactively look ahead and see which notable sport, TV moments or events are coming up, and it may be worth putting together displays themed around these events in order to leverage the high level of interest that can be generated ahead of these occasions.”

Milk drinks

Within soft drinks, flavoured milk is an established category worth £297.6m, growing +4.3% year on year (IRI).

During the warmer season there is a surge in the purchase of chilled drinks making it a sub-category that retailers cannot overlook when

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considering their soft drink sales – especially as shoppers look for healthier alternatives to traditional high sugar soft drinks.

The sugar levy tax launched earlier this year has now been in place for four months, and since being implemented retailers have had to reconsider their soft drink offering ensuring that they are tapping into the health conscious consumers with alternative products available.

“With flavoured milks exempt from the new tax, stores need to not only look at low sugar alternatives, but drinks with health benefits, like milk drinks such as Yazoo, which is high in calcium, protein and vitamin B2,” said Richard Duplock, Marketing Manager at Yazoo.

Dairy drinks are often considered as a separate category to soft drinks and are not sited in the same place in store, but flavoured milk offers retailers opportunity for growth following the launch of the sugar levy this month.

Currently they are exempt from the levy due its high milk content (95%) and the recognisable benefits (vitamin B2,

Restock after lunch Carol Saunders, Head of Customer Marketing, Highland Spring Group, suggests retailers follow these handy tips for convenience stores to maximise sales: 1. Merchandise fast sellers on the bottom shelf 2. Keep bottled water to the left/right depending on traffic flow 3. Give at least two facings to maximise visibility for shoppers 4. Allow for sparkling plus a choice of flavoured products 5. Restock after the lunchtime period 6. Have top selling lines at pay points to encourage impulse purchases and the use of branded POS, sales within the dairy category at David Charman’s SPAR store in West Malling increased by over +48% and sales of Yazoo more than doubled.

Along with this, stocking the nation’s favourite flavours (chocolate, strawberry, vanilla and banana) can support an increased sell-through. 89% of flavoured milk volume in the independent retail channel comes from these flavours, which is important when space is at a premium.

Protein

calcium and protein), more retailers are stocking Yazoo as an alternative soft drinks, and are seeing success.

“The sales of flavoured milk drinks have the potential to be huge if positioned correctly and when the market is ever changing, it is important that retailers are educated on the category,” added Duplock.

“Retailers should consider siting flavoured milk drinks within the soft drinks offering to tap into the different shopper occasions such as on-the-go.”

After a simple shelf reorder

We have been seeing an ongoing consumer trend of shoppers shifting from ‘unhealthy’ products such as carbonated colas and lemonades as well as sugary juice drinks, which are seeing declining sales, to perceived ‘healthy’ products such as reduced sugar or ‘diet’ versions of the same product, according to Mark Neville, Managing Director of UPBEAT Drinks.

“However, sales of these ‘healthy’ products are now becoming static as consumers have entered the next phase of the healthier mindset as they move towards what we would call Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

FEATURE

SOFT DRINKS, BOTTLED WATER & JUICE

‘healthful’ products – those with zero sugar or which have proactively introduced balanced diet ingredients such as vitamins or protein,” said Neville.

This switch is evidenced by the sale growth of the water plus sub-category and ‘natural’ energy drinks.

As part of this healthy mindset shift, awareness of the nutritional benefits of protein is in rapid growth with 25% of consumers believing that a high protein diet should be part of a healthy eating regime.

Currently, protein drinks focus on niche fitness and body composition consumers, but, as the awareness around the nutritional everyday benefit of protein continues to grow, the consumption and demand for protein ‘on the go’ and in the drinks category will increase across mainstream consumers.

“This has led to a high number of new product

Follow us on: www.twitter.com/AsianTrader 26 ASIAN TRADER 14 SEPTEMBER 2018

launches with added protein across many categories,” Neville added. “Within the drinks space however, there are no mass-appeal high protein drinks available which taste great, have low sugar and offer an affordable price point.”

UPBEAT’s new range of Protein and Vitamin Waters and Protein Super Smoothies deliver against all of these consumer needs with products that are high in protein, low in calories, contain real fruit and low in sugar – delivering strength, energy and mental performance. The new branding is bold and confident, aimed at the younger generation for ‘look good’ appeal and high visibility on shelf.

Chilled coffee

Arla Foods manufactures, distributes and markets Starbucks premium milk-based ready-to-drink coffee beverages for the European market.

Michael Lomas, Commercial Marketing Manager, Arla Foods says: “Choice and variety remain important to consumers and Starbucks is currently the only chilled coffee brand to offer a broad choice across its Chilled Classics, Doubleshot and bottled Frappuccino range.

This year Starbucks also launched Signature Chocolate, inspired by the existing coffeehouse customer favourite – the first non-coffee dairy drink in the range.”

The Starbucks ready-to-drink range closely linked to its coffee house favourites, delivers against core consumer need states and ideal for on-the-go occasions.

Starbucks Chilled Classics range includes Skinny Latte, Caffè Latte, Cappuccino, Caramel Macchiato and Signature Chocolate – perfect for busy consumers who are seeking a great tasting, beverage on-the-go.

Starbucks Frappuccino, comprising Caramel, Mocha Chocolate, Coffee, Vanilla, is ideal for those looking for a sweeter treat.

Doubleshot, now available in Doubleshot and Milk, Doubleshot Espresso and Milk No Added

Sugar and Doubleshot Espresso Black, appeals to consumers seeking a delicious energy boost.

Purity Soft Drinks supplies the Juice Burst range.

The range includes Still Lemonade, Apple, Orange, Tropical, Mango & Lime, Peach & Passionfruit, Orange & Passionfruit, Raspberry Lemonade, Orange & Carrot, Cranberry, Blood Orange, Blackcurrant and Berry Burst.

Purity Soft Drinks’ Firefly brand has been leading the way since 2003 with a range of great tasting, revitalising juice drinks boosted with botanical extracts.

Available in 400ml bottles, the drinks contain no added sugar, no colours or preservatives and are vegan friendly.

Firefly Peach & Green Tea is a perfect peachy pick-me-up, positively enlivened with green tea and kola nut.

Consumers can pour over crushed ice and a slice of fresh peach for a virgin cocktail, or make it sing with a drop of gin.

The Firefly range also includes Kiwi, Lime & Mint, Lemon, Lime & Ginger, Pomegranate & Elderflower, Grapefruit & Passion Fruit, Bramley Apple & Ginger and Superfly.

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BB_Larazade_A4 Apple_Trade Ad_OL.pdf

1

10/08/2018

13:50

BRANDWATCH

Me and My Brand Alex Thorpe, Brand Manager, Vimto, tells Asian Trader about the brand’s biggest campaign to date.

Can you please give an overview of your brand.

Vimto is the iconic soft drinks brand from Nichols Plc, made with a secret, refreshingly different recipe of fruits, herbs and spices. Nothing else tastes quite like it! The distinct flavour is also available in Vimto Remix, Vim2o flavoured water, and a range of sweets and confectionery. Created in 1908, this year marks 110 years since the brand was born, but it continues to resonate with consumers today.

How is your brand currently performing?

We’ve just reached a record high brand value of £81million, after jumping a staggering £1.8million in the latest data period, one of the biggest spikes in the brand’s history. The impressive figures follow a decade of consecutive growth at +6% YOY, meaning Vimto is outperforming the soft drinks market by +3.8%. It’s an exciting time for us - there’s a lot to shout about and we’re confident we’ll reach many more brand value milestones in the near future.

How is the soft drinks market currently performing?

The Soft Drinks category in the UK has grown to be worth over £14.8bn in the last 12 months, an uplift of +1.7%, and off trade sales account for £7.9bn of sales. Currently all channels are showing an increase in consumer spend and overall the market is growing through health Follow us on: www.twitter.com/AsianTrader 28 ASIAN TRADER 14 SEPTEMBER 2018

and premiumisation. The top three subcategories; Cola, Fruit Juice and Water are particularly driving this increase, as well as the Mixers sub-category, which is enjoying growth through Premium sales.

Was Vimto reformulated ahead of the introduction of the sugar levy? How has the brand been performing since the sugar levy was introduced?

100% of Nichols’ portfolio is sugar tax exempt, but this began long before the sugar levy came into effect. Some products have been exempt for a number of years, including Vimto Original squash since 2002. While we’ve reduced sugar, our sales have only increased, as our record brand value shows.

Do you have any new product development to talk about?

Our Vimto Remix sub-brand is now worth £7.3M and has been an incremental category driver in RTDs. Off the back of this success we’ve launched a third, unique flavour mix: Watermelon, Strawberry and Peach. It taps into the ever-growing appetite for more exotic flavours and the increasing sales of watermelon-based drinks. This true original for the market is now available in various formats and PMP varieties.

How are you supporting your brand this year?

2018 has seen our biggest campaign to date, ‘I See Vimto in You’,

which is running until the autumn and has been designed to reposition the brand with our target audience of 15-19 -year olds. We’ve invested £3M into widereaching, multi-media activity which includes a disruptive television ad and ground-breaking personalised advertising across cinema and VOD, as well as social media activity such as a bespoke Snapchat lens and social influencer programme.

How important are independent retailers to your brand?

Independent retailers are really important to us and as such we’ve specifically aimed certain PMP formats at the convenience sector. Our sales are up 4.3% in the impulse channel, so the sector really is a crucial one for the brand.

What trends are occurring in the sector that retailers should be aware of ?

The healthy hydration trend is definitely gathering pace. As a result the water category is booming, with over 12 million households now buying flavoured water.

The sector hasn’t just been impacted by the sugar levy; consumers are looking for healthier options and paying more attention to what’s in their food and drinks.

Retailers should ensure they’re reacting to this and stocking a range of no added sugar drinks and waters, such as Vim2o, Vimto No Added Sugar and our Remix range.

What three words would you use to describe your brand?

It’s refreshingly different!

All data: Nielsen ScanTrack, 14.07.18 Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

your guide to

2018

symbol, franchise & fascia

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

INTRODUCTION

Contents Best-one

Page 33

Budgens

Page 35

Costcutter

Page 37

Family Shopper

Page 39

Parfetts

Page 41

Landmark

Page 43

Londis

Page 45

Nisa

Page 47

Premier

Page 49

Post Office

Page 51

Spar

Page 53

Southern Co-op

Page 55

Xtra Local

Page 57

Symbols of succ With more change in the grocery market than ever before, the decision over which symbol group to join has never been more important. Asian Trader looks at the competing fascias.

Follow us on: www.twitter.com/AsianTrader 30 ASIAN TRADER 14 SEPTEMBER 2018

S

ymbol groups experienced a 2.3% increase in store numbers last year, contributing the biggest growth to the convenience sector, other than the convenience multiples.

The number of unaffiliated independents was down 1.1% during the same period.

With the grocery market becoming ever more competitive, unaffiliated independents are struggling and many are feeling the need to partner with a symbol group for the brand name, buying power and advice that it brings.

Over the last year, Palmer & Harvey has gone into administration, Co-op has bought Nisa, Tesco has merged with Booker and Costcutter has teamed up with Co-op. The Landmark-Today’s deal

is the latest in this unprecedented sequence of consolidation. The long term effect on the market of all this change remains to be seen.

In the months to come, many independent retailers will be eyeing the market to decide which symbol group to join. The successful symbol groups will be those with a distinctive high street brand, a clear USP and strong consumer propositions.

The convenience channel has witnessed the growth of healthy and habit forming foods including protein and free from. Craft beer and premium spirits, in particular gin, have also experienced significant growth.

Many independent retailers have invested time and space in their foodto-go offering to reflect the growth of Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

INTRODUCTION

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

ccess this category.

It is becoming crucial to have a strong chilled and fresh range in-store as many shoppers don’t know what they will be having for dinner that night and will look to their local c-store for meal solutions.

The need for a strong and competitive own label range is also stronger, as shoppers turn from the big weekly shop to smaller, more frequent store visits, thus increasing footfall to convenience stores.

As shoppers visit their local c-store as a destination rather than a top-up, independents can exploit that opportunity by developing their point of difference and enhancing their offer to capture those sales.

The savvy independents will be Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

seeking to supply a strong chilled and fresh range, present their own unique competitive offer and develop their consumer engagement.

A decent chilled and fresh range is needed to maintain the footfall of shoppers into the store and will give them the confidence that they will be able to purchase whatever they need in the store.

Each independent retailer needs to understand their own competitive advantage and their point of difference over competing stores in the area, whether that is value or local produce, and develop this point of difference so that shoppers recognise this and maintain loyalty.

Consumer engagement is not simply customer service, it involves building a

lasting relationship with the customer so they keep visiting the store. Retailers can build consumer engagement though service, range, price, local products and community participation.

Despite presenting the challenge of wastage, the food-to-go and chilled categories are growing and generating more footfall for convenience stores.

Some retailers will have struggled following the tobacco display ban and plain packaging.

Although it may be tempting to increase tobacco prices following the display ban, retailers are advised to maintain the RRP so that they don’t lose customers.

Retailers need to keep on top of the latest trends and create a real point of difference around their stores.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 31

Join the symbol group that just keeps

WINNING

June 2017 - SLR Rewards Spirits Category and Biscuit Category Winner – Best-one ‘Brownlies’

September 2017 - Forecourt Trader South West & Wales Winner – Best-one ‘Ancona Retail’

November 2017 - Asian Trader of the Year Overall Winner – Best-one ‘Global’

Asian Trader Awards Community Retailer of the Year – Best-one ‘Brownlies’

March 2018 - Convenience Retail Awards Best Small Store – Best-one ‘Global’ Food to Go Retailer of the Year – Best-one ‘Hootons’

May 2018 - HIM Shoppers Favourite BWS Convenience Retailer – Best-one Favourite Small Format Retailer – Best-one

For more information about joining Best-one, contact:

Tel: 0208 453 8353 Email: enquiries@best-one.co.uk Best-one, Abbey Road, Park Royal, NW10 7BW. www.best-one.co.uk

Bestone Awards A4 advert JUNE2018 ALT.indd 1

21/08/2018 10:50

BEST-ONE

B

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

estway’s best-one symbol group has over 1,800 stores across the UK, with sales growing at 17% in the last year.

Recognising that all retailers are different, best-one works with members on an individual basis to advise on the right format for their store with bespoke joint business plans.

Among the benefits of joining best-one are category development. Over the past year best-one has introduced refined planograms across key convenience categories to help members

Refined planograms reduce the number of lines on-shelf and focus on the bestsellers across branded and best-one own label ranges.

Members now have access to a wide range of planograms, shopper insight factsheets and must stock lines both online and in print.

Promotional architecture

Members receive five WOW

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Deals and 15 Must Feature promotions every month with case allocations to ensure members have availability throughout the promotional period and individualised store leaflets to drive footfall and loyalty. Shoppers now expect to see promotions that match the multiple retailers and best-one delivers on this with promotions both in impulse, chilled and grocery.

Field support

best-one prides itself on its continued support it delivers to members. Each member has a dedicated representative that draws up a joint business plan with members and regularly reviews this on their monthly call. This business plan is based on actual sales data and benchmarked against the store’s potential as defined by its shopper demographic.

New members receive a 6-week period of ‘Hypercare’ where they are visited weekly to ensure that the transition to best-one is as smooth as possible and that standards and sales are optimised.

Store development

With a variety of formats available based on shopper profiles and their missions, best-one works with members to deliver the best possible solution for their communities.

From simple food to go solutions to full serve-over meal counters and premium coffee stations, best-one can help remodel, refit and revitalise your store. Central Pick operation gives members longer shelf life on over 1,500 chilled and fresh products with up to three deliveries per week.

As a reward for meeting shopper needs, best-one members also have the opportunity to earn up to 5% rebate on their purchases though My Rewards rebate scheme.

Importantly, many members have used their future earnings from My Rewards to fund refits or expansion rather than tying up capital and cash flow.

For more information, contact best-one on 020 8453 8353, your local Bestway or Batleys depot manager or log onto www. best-one.co.uk Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 33

MORE PROFIT WITH

“

I have just returned to Budgens and am very impressed with the freedom I have to trade as I wish. The own brand ranges and the greatly improved rebate scheme are boosting my profitability.

Vic Grewal, Thames Ditton

�

Join us n ow!

call 0808 178 8644 or visit joinbudgens.co.uk

xxxxx BUD Asian Trader Mag Ad V1.indd 1

06/09/2018 15:21

BUDGENS

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Greater buying power

A

s part of Booker Retail Partners, Budgens has the backing of the UK’s largest wholesaler. Greater buying power and improved wholesale prices coupled with significant investment in logistics and systems has enabled the brand to grow into a national player. In 2017 Budgens expanded into 12 new counties across the UK, bringing the total number of stores to over 240.

Budgens’ fresh convenience proposition is now available to all independent retailers.

Ranging from petrol forecourts to neighbourhood stores Budgens has a unique position in the convenience sector with many of the stores owned by some of the UK’s very best independent

range of premium frozen meals have now been introduced in over 90 stores.

This freedom to retail on a local level and a simple, flexible approach to working with independent retailers means retailers. The brand has a market leading range of fresh and chilled foods, offering over 2000 lines, with a strong focus on meeting customers’ needs for meal for tonight, food to go and top up missions.

Budgens’ new own brand range ‘Discover the Choice’ launched in 2017, bringing together over 100 prepared fresh foods including an award winning range of ‘meal for tonight’ options with ready meals, pizzas, pastas and sauces.

Featuring new and improved recipes and eye catching packaging designs with a minimum POR of 25% for retailers, Budgens is seeing a sales growth of over 90% in our ready meal hero category.

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The group has also launched new Food to Go ranges, with more choice for shoppers and increased PORs for our retailers.

All Budgens retailers continue to drive their sales and profit with a best in class business model that was first launched in 2016.

To compete at a local level, it is key for retailers to tailor their consumer offer to their market.

Budgens retailers have more freedom to source products from specialist and local suppliers, allowing stores to build their own unique propositions and range specialist local products such as craft beers, breads, cheeses and meats.

A number of concession ranges including the COOK branded

Budgens is now accessible to all.

With a unique positioning in the convenience sector, improved availability and enhanced POR’s, record numbers of new independent retailers are joining Budgens.

Benefits of Budgens An industry leading rebate scheme. Payment is four-weekly to improve cash flow No joining or weekly fees A promotional package with deeper consumer price cuts and improved retailer PORs of 20% Lower costs; There are no charges for retailers and our ‘Smart Savings’ scheme gives retailers access to utilities, financial and operational services at group rates Up to six day multi-temperature deliveries with an average 97.5% availability plus emergency top-up at your local Booker branch Free marketing support package including personalised promotional leaflets, promotional and seasonal point of sale kits, plus social media support with locally targeted advertising Outstanding own brands which range from entry level value to premium brands. Euro Shopper, Happy Shopper and Discover the Taste all deliver a minimum POR of 30% or better Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 35

Helping you grow your business by putting shoppers first

Are you looking for a partner that will work with you to grow your business to its full potential? Look at what Costcutter can offer you!

Fresh, new store brand Right range for your store Support from a team of experts Great promotional package Cutting edge technology solutions Great rebates - earn up to 6%

Our UNIQUE shopper insights drive new footfall AND increase sales with existing shoppers

Give us a call:

01904 232 505 l Come and meet the team l Let us show you our stores www.costcuttersupermarketsgroup.com

COSTCUTTER

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Helping indies thrive

C

ostcutter’s mission is to help independent retailers thrive, giving them the support they need to grow their business by meeting the changing needs of their local shoppers.

Following a new wholesale supply agreement with the Co-op, which went live this Spring, Costcutter retailers are even better placed to meet the needs of their local shoppers with an improved range, offer and delivery service with over 13,000 lines available. The Co-op own brand range is now rolling out and will eventually offer 2,000 SKUs. And complementing all of this is a direct to store facility, which allows retailers to source local and specialist products.

In conjunction with the new supply deal, Costcutter has also simplified its commercial terms and CSG retailers can now benefit from the most transparent and easy to understand terms in the market, boosted by a rebate scheme that cannot be bettered.

Costcutter has returned to a no levy, no surcharge model, backed by competitive bench-marked pricing, so retailers can clearly understand the costs to their business. And the new rebate scheme rewards their purchasing, offering up to 6% rebate every 6 weeks.

Last year, following the most in-depth study of shoppers in Costcutter’s 30-year history, the

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group launched a unique Shopper First Programme; a transformation programme that brings together shopper insights and sales driving range initiatives, along with new brand and store design.

Every retailer has been provided with detailed shopper profile information for their store, including details of five core shopper personas. Armed with this detailed insight, Costcutter retailers can better understand their potential local shoppers and use this to develop a truly local offer that attracts new shoppers into their store.

Combined with the new Co-op relationship, Costcutter retailers will be better placed to respond to key shopper missions, especially when it comes to the all-important fresh food and food-to-go categories.

The new Costcutter brand and store design, which has been created to connect with today’s shoppers, stand out from the crowd and transform the in-store experience, has already been rolled out to dozens of stores. The fully flexible modular approach allows retailers to invest at a pace that suits their individual needs and focus on the key shopper missions. This new look Costcutter sits alongside the Mace and SuperShop fascias, so retailers can select the right brand for their store; all underpinned by shopper insights.

Soon the group will also be adding a Co-op franchise offer to its store portfolio. Already

successfully trialled at one of the company-owned stores, it will provide retailers with an alternative brand to attract shoppers, while allowing the store owner to take a step back from the day-to-day running of the store, as their team will benefit from the ‘by the book’ store management that Co-op will provide.

By putting the needs of shoppers first, Costcutter is providing retailers with the ability to meet changing shopper expectations and buying habits, delivered through fresh, modern store brands that engage with shoppers and help them to continue to grow their business.

Key information Current number of stores/branches: 1,776 stores at the start of 2018.

Average size of stores: Stores vary in size from 700 to 7,000 sq.ft.

Joining or membership fees: No joining or membership fee.

Frequency of deliveries: Costcutter matches delivery frequency to retailers’ volume to ensure it provides a service that delivers high levels of availability and freshness for their shoppers.

Minimum order commitment: Minimum order quantity is 80 cases of ambient/BWS/tobacco and 30 cases of chilled/ frozen.

Own label range: The next six to 12 months will see the new Co-op Own Brand rollout complete, which will eventually offer some 2000 SKUs. Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 37

Unique discount format Simple to run & operate High cash profit

“I love the simplicity of operating a Family Shopper. It offers my shoppers the best of convenience in a discount format, where they really can get bargains everyday. Having a rationalised range, that still offers choice at low prices, means I run an efficient store and eases my cash flow. Plus the Booker team supports you every step of the way.�

Mr Kumar, Glynneath.

Simply building sales & profits for you Call Family Shopper today:

01933 371757

85260 IRN Fascia Feature - Family Shopper.indd 1

15/05/2018 14:48

FAMILY SHOPPER

F

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Discount format

amily Shopper is a discount format for independent retailers that brings together the strength of symbol retailing with the great value available in the discount channel.

It has been specifically developed to help independent retailers capture the growing sales and profits from the discount sector.

The unique discount format provides retailers with everything that shoppers would expect from a convenience store including chilled, alcohol, grocery and tobacco along with services such as Lotto and Paypoint. This is then combined with the best of the discounters covering a fantastic range of £1 non-food items such as stationery, kitchen utensils and party accessories, with a broad seasonal offering and a frozen section.

All Family Shopper stores offer a simplified range that removes duplication. Also merchandising in full trays makes the format easy to operate while minimising back stock and easing cash flow.

Family Shopper retailers can take advantage of ‘Spend & Save’ where retailers can earn up to 5%

discount on their non-tobacco purchases, along with delivery at cash & carry prices, ordering online and having the ease and convenience of shopping at branches. This helps to maintain the exceptional availability which in turn offers better customer service.

Family Shopper does not

operate any membership or joining fees and installs the fascia and imagery free of charge. A wide range of additional services such as recycling, energy savings, free Epos and drop shipment are also available that have been specifically created to add value and keep costs low.

The group continues to attract

interest from independent retailers nationwide. By continuing to focus on choice, price and service, the group remains committed to helping Family Shopper retailers grow their sales and profits.

Key information Current number of stores/ branches: 72 Average size of stores: 1,500 Joining or membership fees: None Frequency of deliveries: Minimum 2 deliveries a week Minimum order commitment: Minimum order commitment £500 a delivery What percentage of goods need to be bought from symbol: 90% Own label range: Euro Shopper/Happy Shopper

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www.golocalextra.co.uk

We underwent a complete refit when we moved to Go Local Extra, and we’re seeing the benefits as there’s been a dramatic increase in footfall which has lead to a weekly turnover increase of over 10%.

Mitesh Chouhan Blackhorse Post Office Widnes

Contact your RDA about joining Parfetts FREE Retail Club & Symbol Group today and boost your sales!

Go Local Extra retailers can benefit from: n n n n n n n

2% Rebate on Go Local Purchases FREE fascia & imagery scheme No joining, membership or weekly fees Full symbol store development programme FREE merchandising advice and support FREE marketing support FREE personalised POS package

* Subject to our Terms & Conditions

n Delivered service for fascia customers n Dedicated Retail Development Advisor n Full symbol promotional package on big brands n Exclusive access to our category partner n Click + Collect n Digital marketing campaigns & dedicated consumer website

PARFETTS

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Knowlegeable team F

or retailers looking to retain their true independent status, or wishing to trade under a nationally recognised fascia with some of the best wholesale prices and promotional support available; Parfetts is an obvious choice.

With seven cash & carry branches located in Aintree, Anfield, Halifax, Sheffield, Somercotes, Middlesbrough and Stockport, retailers are free to either browse and purchase, take advantage of a delivered service or Click and Collect. Furthermore, there are no onerous terms or contracts, membership fees or long-term commitments.

Retailers won’t be short changed on range and availability either. Each branch carries 1,000’s of branded lines across all major categories and also includes the Landmark Lifestyle and Lifestyle Value own brand too.

Parfetts understands that each retailer is on a different journey and that’s why branches house a Local Business Hub, so retailers can enjoy a truly personalised service to get help and advice on how to grow their business. On top of this support, there’s also a team of 20 dedicated retail development advisors and access to over thirty supplier category partnership programmes.

In addition, retailers also benefit from an unrivalled marketing package that consists of three weekly promotional activity supported by personalised consumer leaflets, instore radio, Point of Sale and a comprehensive themed event calendar.

Parfetts also recognise the huge benefit of social media, and new for 2018 is the ability to offer FREE to each retailer their very own centrally managed Facebook page that displays the latest offers

Questions and answers How are your symbol, franchise and fascia retailers currently performing (year on year and quarterly sales and profits; store numbers etc)?

“As a business Parfett’s are performing exceptionally well with sales in growth by +6.8% and like for like sales a staggering +16.0%. Retailers joining our fascia schemes have driven this growth and we are excited to welcome 110 new stores to the family over the past twelve months.” - Greg Suszczenia, Joint Managing Director What are your plans to support and grow sales and profits for your symbol, franchise and fascia retailers over the next 12 months?

“Retailers like the retailer club schemes we offer and that’s proven in the numbers we have seen join us this year. A collaboration of great prices, strong promotions, extensive range and outstanding availability have all helped to recruit new stores from other traditional fascia sources.” - Guy Swindell, Head of Customer Development and Marketing What do you see as the biggest future trends for your symbol, franchise and fascia retailers? How will you help them stay on top of these?

“Retailers and consumers continue to want strong prices, powerful promotions and great availability from their chosen wholesale partner or retailer and that’s something we will continue to build upon. I can also see digital strategies playing out in the next few years whereby we make it even easier for our customers to shop with us and consumers to shop with our retailers. “ - Guy Swindell

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and competitions.

There is so much Parfetts can offer any independent retailer and with three flexible options to choose from (Go Local Retail Club, Go Local Plus and Go Local Extra) coupled with huge local support from a knowledgeable friendly team, there really is no reason why any retailer’s sales and profits can’t grow.

Key information Current Number of Stores: Just over 300 fascia stores with a further 150 expected by the end of the year.

Minimum Store Size: There is no minimum, however the average store size is 1,500sq ft Joining or Membership Fee: None however a retailer contribution may apply for some fascias Minimum Length of Contract: No minimum term Financial Assistance for Store Developments: Whilst there is no financial assistance for store development, the Parfett’s team are always on hand to assist retailers get the very best from their retail space EPoS System: Parfett’s supports a number of EPoS systems tailored to individual store requirements Minimum Order Commitments: There is no minimum order requirement Ordering Options: Cash & Carry, Click and Collect, full picking service in branches and GOLD Delivery Service Delivery Frequency: Twice Weekly Support, Advice and Training: Seven Cash & Carry branches nationwide offering Face to Face Customer Service support with access to over 30 supplier Category Partnership Programmes, a team of 20 dedicated Retail Development Advisors and Supply Team in Local Business Hubs Local and National Marketing: FREE Personalised Consumer Leaflets, a FULL comprehensive POS Kit, Themed National Marketing Campaigns and Store Specific Social Media support Can Retailers Make Private Arrangements with Local Suppliers: Yes, we actively encourage retailers to support local What is Your Own Label Brand Called: Lifestyle and Lifestyle Value through our Landmark Wholesale Partnership, Heritage Chill and Frozen through Nisa and finally our own AwardWinning Energy Drink called Extra Energy How Many Own Label Lines Do You Offer: More than 800 products across 14 brands as a key member of Landmark Wholesale and circa 300 Heritage chilled lines through Nisa Which Categories Does the Range Cover: Grocery, Chill, Alcohol and Soft Drinks Are There Different Price Tiers: The Own Brand consists of a wide range of lines that covers Value, Mid Price and Premium Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 41

No other symbol group gives you more Thanks to the invaluable support from the Lifestyle Express team, my weekly turnover has more than doubled.

From store layout to stock, the team knew just what would work and I’ve fallen back in love with retailing.

Mohammed Amjad Niaz Lifestyle Express, Kings Norton

Lifestyle Express retailers enjoy: n Average sales growth of 30% n Free online training

To realise your full potential, come and talk to us.

Contact the Lifestyle Express team on 01908 255314.

Or, to find out more about Lifestyle Express, visit www.lifestyle-express.co.uk

n A choice of premium fascias n Full promotions programme to help you compete locally n Regular cash back n Ongoing business development, expertise and support n No hidden fees

WINNER

WINNER

WINNER

WINNER

WINNER

WINNER

WINNER

WINNER

WINNER

2017

2017

2017

2017

2017

2016

2016

2016

Landmark Wholesale

Landmark Wholesale

Landmark Wholesale

Lifestyle Express

Landmark Wholesale

Landmark Wholesale

Landmark Wholesale

Landmark Wholesale

Lifestyle Express

Lifestyle Express

Favourite Delivered Wholesaler

Favourite Cash & Carry Wholesaler

Favourite Wholesaler for Customer Service

Responsible Retailer of the Year

Best Cash and Carry

Digital Innovation

Wholesale Service to Caterers

Customer Support

Best Retailer for Beers Wines and Spirits

Responsible Retailer of the Year

www.lifestyle-express.co.uk

2016

WINNER

2016

LANDMARK

T

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Driving up standards

here are currently around 800 stores across the Lifestyle Express estate, which is a reduction from the previous year following the closure of Blakemore Wholesale’s cash and carry depots. Landmark continues to focus on driving up quality standards across the estate where required, and where current Lifestyle Express retailers are willing to upgrade, Landmark is working with them to assist them to be part of a new, more disciplined and stronger Lifestyle Express Group. However, where retailers are unwilling to improve, Landmark has had to part company with them to ensure it only works with the most engaged, committed retailers.

To really drive up standards,

Landmark has introduced a new gold standard for Lifestyle Express retailers to increase retailing excellence. The group is going back to basics, encouraging retailers to focus their attention and investment on the four key pillars of retail: providing a clean and modern shopping environment, the correct range, great availability and providing excellent customer service.

Landmark says there are so many benefits to joining Lifestyle Express, not least the average 30% increase in sales when retailers join the group. The group also offers regular cash back via its retailer Cash Back Club, plus an award-winning quality own brand, a choice of fascias and a full package of retail support and advice including a free online

Key information Current number of stores/branches: Circa 800 Average size of stores: 800 square feet Joining or membership fees: There is no fee to join.

Frequency of deliveries: This depends on supplying wholesaler.

Own label range: More than 800 products across 14 different brands, including LSV, Prince Consort spirits, No3 tobacco, Vintners Collections wines, Lifestyle and Lifestyle Value groceries.

Testimonial from Rose Rickett, Store Manager, Lifestyle Express, Walsall

“

Working with Lifestyle Express has been the most wonderful experience. Their support was unwavering and their knowledge exceptional. I’m delighted that we went with them – the store is a real success because of their support and invaluable retail knowledge. Our weekly turnover has soared to £10,000 because I followed their advice and I know this will continue to increase.

”

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learning academy, industry-learning planograms, core range advice and dedicated support team.

With the introduction of the Lifestyle Learning Academy, a free online training resource, a relaunched Lifestyle Express website and rebranded retailer magazine, Lifestyle Retailer, Landmark is equipping retailers with the very best training, retail advice, information and support in the business. This, coupled with the fact that it is creating its best ever formats, means that Lifestyle Express is firmly focused on delivering the best possible stores to serve local communities in the future.

There is no criteria to meet to

qualify, just a passion for retail, the group says.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 43

“

Customers love the new look and feel of the Londis brand. The refreshed external and internal designs are simple, contemporary and attracts more customers.

Join Londis today and watch your profits grow

�

- 00% Cost Free model - Earn up to 4% discount* - Award winning Own Brand & Fresh range - Dedicated Retail Development Team

Pete Bhadal Londis Woodhouse Bringing our new branding to you with a click.

Visit our 360 Virtual Tour at : http://360.skyeyeplus.co.uk/files/LondisLeeds/

Call us on 0808 178 8644 or visit joinlondis.co.uk * Terms and Conditions apply.

85311 New Recruitment Ads - V20.indd 5

04/09/2018 14:22

LONDIS

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Make more and save more Benefits of the Londis offer

W

ith over 1,900 members across the UK, Londis is one of the fastest growing symbol groups in the sector.

Backed by the UK’s largest wholesaler Booker Group, this guarantees unrivalled buying power, lower costs and the best promotional package in the sector with minimum PORs of 20% on core deals.

Londis operates a zero cost model and work in partnership

with our retailers to develop their business.

As well as the strength of a nationally recognised brand, Londis supports retailers with better pricing, award winning ranges, market leading promotions, store development advice and a superb supply chain service to help them compete and succeed in today’s rapidly expanding convenience market.

Londis is a flexible symbol partner that has a fully delivered

Free Membership Competitive cost of goods Loyalty discounts of up to 4% on all purchases (Excludes Tobacco) Award winning Fresh range with over 1,250 lines.

Award winning own brand ranges Euro Shopper, Happy Shopper and Farm Fresh A best in class online web ordering system (Londis Webshop) Market leading promotions every 4 weeks Free Promotion Leaflets and FREE store point of sale support Support from our dedicated Store Development and Retail Development teams Tri Temperature fleet delivering all your ambient, fresh and frozen needs on one delivery A best in class forecourt package with a dedicated forecourt team Free Membership of the ACS

service and support package to suit ambitious independent Scottish retailers offering true value with the right range of products at the right prices.

The group provides an industry leading fresh offer with over 1,250 lines, including fresh food-to-go, fresh produce ranges and meal-fortonight solutions.

Combine this with smart planning, local area knowledge, range optimisation and the symbol group’s expertise in

merchandising, and Londis has the package to suit any store.

Londis is committed to helping its retailers Make More and Save More and continues to focus on delivering Better Choice, Price and Service for its customers and supporting them to grow their business.

Key information Current number of stores/branches: 2000 stores Average size of stores: 1,300sq ft Joining or membership fees: No Fees Frequency of deliveries: Up to 6 deliveries a week Minimum order commitment: Minimum drop 150 cases What percentage of goods need to be bought from symbol: 75% loyalty is expected Own label range: Happy Shopper, Euro Shopper, Farm Fresh and Discover The Choice are our award winning own label ranges Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

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O T D E T T I M M CO

S R E L I A T E R OUR SINCE 1977

“Nisa are world class when it comes to delivery. We’ve always enjoyed over 95% of deliveries arriving on time and in-full, so have never had issues with availability or stock.

But when Nisa suggested that we switch to the new Nisa store of the future format we couldn’t have predicted what an impact it would have, it really has taken our business to the next level.

The Nisa team remodelled the whole store to take advantage of extra space made possible by a reduction in size to our stock room. It was a big jump, but the move was made possible due to the reliability and frequency of Nisa’s deliveries, meaning we could easily

work around the smaller stock room and maximise our selling space.

Nisa carefully worked out the range by identifying the main missions first, then location and category space. Only then was range selected. The promotions that Nisa provide are perfect for our customers and mean we can offer real value on the products our customers want to buy every day.

The results have been a hit with the locals. The customers love what we’ve done here and they tell us that they feel the store is larger and more open than before, so we want to adopt the same format across our portfolio.”

Nisa’s phenomenal delivery service is unrivalled and better than we could ever have expected.

Anish Keshwara, Nisa Local, Whittlesey

Join the family... visit www.join-nisa.co.uk 14647_NISA_TradePress_Anish Keshwara_2017_A4_AW01.indd 1

06/02/2018 15:29

NISA

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

Flexible model

M

embers joining the Nisa symbol group must be able to take a minimum delivery of 100 cases of chill/freeze per week plus 300 cases of ambient products per week.

The products are all delivered direct to the store and retailers can make use of Nisa’s six-day-aweek delivery service. For independents/specialists Nisa works with retailers for a mutual delivery profile however the minimum requirement is 200 cases of ambient per delivery, with the option of 100 cases of chill/freeze over the week.

To join, retailers need to have an existing business with an acceptable balance sheet or a start-up business and a sound business plan.

Retailers have the option to operate under a symbol fascia; Nisa Local or Nisa Extra, or dual branded, whereby a member can maintain their own local identity whilst also benefiting from the strength of the Nisa brand.

Alternatively, a retailer can also choose to trade under their own independent fascia.

Through its Store of the Future Evolution format, Nisa offers more flexibility to retailers and has moved towards a more modular development format which accommodates the individual demographic and shopping missions of each store.

Nisa provides a complete retail support package which comprises a strong retail focussed team, an

enhanced category management system, a bespoke staff training facility under the Retail Academy banner, and a comprehensive marketing package incorporating bespoke leaflets, point of sale material and national advertising.

Nisa’s flexible model provides its retailers with an unbeatable breadth of range comprising over 13,000 SKUs, to ensure they can provide a single destination shop for all their customers’ needs. This is supported by Nisa’s award winning own label range, Heritage, that provides retailers with over 850 SKUs which offer great quality products at affordable prices.

In May 2018 the Co-op completed its acquisition of Nisa Retail Limited. The wholesale operation will provide an environment in which independent retailers can flourish. It brings enhanced buying capability, allowing Nisa Partners to trade their businesses in the way they choose, backed by competitive prices and promotions with access to a deeper range including a wide selection of Co-op’s award-winning, high-quality own brand products across all categories.

This is all delivered by Nisa’s industry leading supply chain which retailers can trust with an impressive 99.9% of deliveries made on the day and 95% successfully made on time.

Matthew Croft and Sally Cann of Croft Stores, Silverstone:

“

We get support from Nisa but we want to support Nisa too. There’s lots on offer from Nisa that ticks the boxes for us. We love the imagery and we have the backing and support of a group but we are still allowed to be us. Because we have that freedom we probably support Nisa more. Nisa lets us play to our strengths.

”

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Nisa has its own insight team which allows Nisa retailers to truly understand their customers and their market place enabling them to modify their offer to match the ‘local’ demographic.

Retailers can then use this insight in conjunction with Nisa’s category management service to create bespoke planograms, layouts and propositions within their individual sites.

Nisa provides retailers with a comprehensive marketing package incorporating social media and PR support, bespoke leaflets, allowing members to personalise the leaflets to include local offers, local events and community news, as well as a

personalised Nisa FM which provides retailers with a strong radio network for their store.

Nisa provides a comprehensive support structure which retailers are encouraged to utilise to ensure they continue to push their business forward. Support comprises a strong field team covering retail development managers and regional retail managers, in addition to fresh food development managers, who encourage retailers to make the most of this important category, and store development managers who help Nisa members to further develop their stores and proposition.

Finally, Nisa recognises the importance of community involvement, and as such its retailers can support good causes in their local area through Nisa’s Making a Difference Locally charity, which has donated almost £8million to charities and good causes throughout the UK since it began in 2008.

Key information Current number of stores/branches: 929 Average size of stores: Approx 2,300 sq. ft.

Joining or membership fees: Nisa members can join for as little as £860 + VAT annual subscription for Nisa’s paperless option.

Frequency of deliveries: Six days a week delivery service.

Minimum order commitment: Members joining the Nisa symbol group must be able to take a minimum delivery of 100 cases of chill/freeze per week plus 300 cases of ambient products per week. For independents/specialists Nisa will work with retailers for a mutual delivery profile however the minimum requirement is 200 cases of ambient per delivery, with the option of 100 cases of chill/freeze over the week.

What percentage of goods need to be bought from symbol: There is no set percentage, retailers are free to trade with Nisa how they choose, however there are incentives for greater loyalty in the form of higher rebate payments.

Own label range: Nisa’s award-winning own label range, Heritage, provides retailers with more than 850 skus across three tiers; Heritage Pantry, Heritage and Heritage Gourmet, offering great quality products at affordable prices. Nisa retailers also have access to a wide selection of Co-op’s high quality own brand products across all categories.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 47

Shopper’s Favourite Symbol Retailer 2018 Shopper’s Favourite Community Retailer 2018 Shopper’s Favourite Convenience Retailer 2018

MORE FOOTFALL MORE CASH PROFIT It’s absolutely free to join us!

• Free EPOS • Free delivery at cash and

carry prices

• Earn up to 4% Spend & Save

discount *

• Enhanced fresh range

available • Free fascia and window imagery “Premier makes me more money by providing a fantastic choice of products, at great value prices so I can offer a great service to my shoppers that drives footfall.”

Tony Mallaban, Premier Avon Gold Supermarket, Bristol.

MEGA DEALS

FOOD TO GO

SOCIAL MEDIA

• Free membership • Free POS and personalised

leaflets

EURO SHOPPER

DISCOVER THE CHOICE

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Become a part of the Number 1 Symbol Group

Call us today! 01933 371246

*Terms and conditions apply.

86476 Retail Newsagents - Fascia Feature - Premier.indd 1

10/07/2018 11:21

PREMIER

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

P

remier is the UK’s number one symbol group with over 3,300 stores nationwide. The group is committed to delivering more profits for retailers and a better shopping experience for consumers. Premier has delivered double digit growth for twelve consecutive years.

Premier continues to advertise on TV. Premier is advertised every day which will be seen over 100 million times. The TV advert features Premier’s famous Mega Deal promotions along with retailers to emphasise the local aspect of Premier Store.

As well as this, retailers also benefit from a full promotional programme covering all categories of fresh, frozen, grocery and impulse to ensure great value for

Number one symbol group shoppers to drive footfall into stores. This market leading promotional package, along with own-label and pricemark-packs, really drives the value message to help Premier retailers grow their business.

Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

Premier works hard to ensure that retailers have the best choice of products to suit their individual store. This includes both Euro Shopper, Booker’s entry level exclusive own-brand and Happy Shopper, the mid-tier option.

This is complimented by working closely with branded suppliers to ensure the best choice of price marked packs so shoppers can clearly see the great value available.

Backed by Booker, the UK’s leading food & drink

wholesaler, Premier retailers can take advantage of delivery at cash & carry prices, as well as having the ease and convenience of shopping at any Booker branch. ‘Spend & Save,’ where retailers can save up to 4% on their non-tobacco purchases, is also popular with Premier members as this delivers real savings and adds to their bottom line. Premier does not operate any membership or joining fees and installs the fascia and imagery free of charge. A wide range of additional services such as recycling, energy savings, free Epos and drop shipment are also available that have been specifically created to add value and keep operating costs low for Premier members.

The group continues to go from strength to strength and its relentless focus in increasing choice, lowering prices and improving service has helped Premier members deliver fantastic convenience stores.

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Bringing you more customers with money to spend “It’s a marriage made in Heaven having a Post Office and convenience store combined.

It makes my customers’ lives much easier having a Post Office that’s open seven days a week from early until late.”

“The Post Office has been a good fit for the site because it brings in a new type of consumer, additional footfall.

It’s our role to convert them into retail customers.”

“Our shop benefited from the migration of Post Office customers, and being open later brings in new people, so we’re really busy all the time.

We stock a huge variety of food and deli products, and Post Office is a perfect addition.”

Ramesh Shinadia

Avtar Sidhu

Donna Morgan

Southwater and Caterways Post Office branches, Sussex

Roseland Post Office, Kenilworth

Biggar Post Office, Brownlies of Biggar, South Lanarkshire

www.runapostoffice.co.uk 462784_PO_Retail_Ads_x3_AW.indd 1

20/11/2017 17:13

POST OFFICE

P

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

ost Office has a network of over 11,500 branches and almost all are run by retailers as part of their store offering. The Post Office is expanding its network, opening branches in new locations – over 100 so far this year and is looking for more suitable locations.

Post Office is the number one UK retailer of Royal Mail and Parcelforce services, the leading provider of travel money; people use their Post Office for bill payments, cashing benefits, MoneyGram, personal and business banking and buy financial products like the Post Office credit card, its range of savings and insurance products, mortgages, phone

Trusted brand

and broadband.

The company provides retailers with point of sale material, a monthly magazine and online forums to ask questions and get feedback from other Post Office operators.

Post Office works with entrepreneurs who have a strong community purpose. The most successful postmasters are

experienced and innovative retailers, active in their local community.

Retail premises need to be conveniently located for local customers, have easy access and enough space for the Post Office counter. Some Post Office outlets are operated by big supermarket groups but the majority are run as small businesses either as part of

Testimonial from Mital Patel and Chirag Patel Mayfair News, Shepherd Market Post Office, 28 Shepherd Market, Mayfair, London, W1J 7QL Opening hours: 7am - 7pm; Monday to Friday; 7:30am - 7pm on Saturday Mital said: “The main benefit has been the number of extra customers coming through the door, and how pleased they are to have a local Post Office. It’s a natural fit with our convenience retail and stationery, and the Post Office counter sits next to the till and takes up hardly any room. The training is good and there is plenty of support to get you up and running.

“As a retailer we were already selling stamps so we jumped at the chance to add a Post Office to our store.

“We’ve only been here 18 months, slowly growing the business; then we tripled our footfall in the first two weeks of opening the Post Office! Customer reaction has been overwhelming, people just love it. Post Office is such a well-known and trusted brand and people like to shop where there’s a Post Office.

Customers are coming from all over the area, and the other businesses near us are also getting extra footfall.”

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a symbol group or independent retailer.

Convenience stores, CTNs and forecourts are the most usual partners although Post Office will consider any suitable retailer and it has branches in pubs, cafes, pet shops, pharmacies and farm shops, libraries and even churches.

Post Office is a trusted brand selling products and services people need. A Post Office will give retailers regular cash flow and new footfall, increasing retail sales and profits. Adding a Post Office is a unique opportunity for selected retailers, which is low cost and low risk.

Recent research shows that

68% of shoppers began to use a store when it added a Post Office, and 93% of shoppers said they were more likely to choose the store because it has a Post Office.

In a Post Office local services are offered from a small combi counter alongside the retail.

Trained staff can serve all customers and on average it takes less than 30 seconds to serve a customer.

Post Office is raising awareness of banking services at Post Office, at a time when banks are moving off the high street. Post Offices provide banking services for 99% of UK banks’ customers.

Name: Post Office Address: 20 Finsbury Street, London EC2Y 9AQ Tel: 0333 345 5560 Email: ntquestions@postoffice.co.uk Web: www.runapostoffice.co.uk

Key information Current number of stores/branches: Over 11,500 Average size of stores: There is no average size Joining or membership fees: No joining fee Frequency of deliveries: Post Office stock and cash delivered fortnightly Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 51

THE SYMBOL OF SUCCESS

SUCCESSFUL FORMATS FOOD TO GO INNOVATION AWARD-WINNING OWN BRAND RANGE Secure your future and contact us today www.spar.co.uk/own-a-store call - 0800 980 1698 email - join@spar.co.uk

AWARD WINNING SYMBOL GROUP

SPAR

S

Healthy growth

PAR has had another great year thanks to new stores, the development of a national account business, a strong marketing approach, and continued development of foodservice offer Daily Deli. The group is in a very good financial position, as a strong, stable long-term partner to retailing businesses of every size.

The group has seen 5% sales growth year-on-year, marking the sixth consecutive year of growth with a healthy store number count.

SPAR takes a tailored approach to each of its valued customers, ensuring it has the right products and services available. SPAR’s re-energised look at the store proposition, with the customer at the heart of the store design, has meant both offer and range meet the needs of customers.

Its experience, depth of knowledge of both the market and the consumer sets SPAR apart in times when others are finding the marketplace challenging, and the group has been able to offer product and logistics support to retailers who

have been impacted by recent market issues.

Foodservice brand Daily Deli is another reason SPAR stands out.

The concept has been developed for all formats and store sizes, and the brand is going from strength to strength with 200+ stores now on board.

SPAR continues to expand its digital advertising and targeted promotions at younger shoppers, bringing the SPAR proposition to life with modern concepts that are easy to shop. A bespoke print website is available to link marketing, media and digital communication for easy in-store print and access to SPAR-specific incentives and competitions.

SPAR offers a flexible approach to financial assistance for all retailers, dependent on the size and type of store and requirements, from co-investment in store refurbishment to equipment/leasing loans and franchise agreements. There are still no start-up costs and when retailers join SPAR, membership is free for a year.

Retailer testimonial Owner: Store Name: Location:

Stephen Lister SPAR Porlock Porlock Somerset

“Sales of chilled/food to go has been much improved with a 20% increase.

The fresh and chilled offering is also very good and has been well received by our customers.

“There are good offers which I have control of and can pick and choice the right ones for my store.

The SPAR branded items are good products which the public know and trust.

“We chose SPAR over everyone else because of the enthusiasm the whole of the SPAR team shown. The support has been fantastic from the Business Development Manager, the merchandising team and Retail Solutions.

“The SPAR brand is well known and we believe suits our customer base. The offer that SPAR put together to make the store more customer focused also convinced us we were making the right choice.”

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SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

SPAR has world-class warehousing and distribution facilities, with millions recently invested into the infrastructure.

SPAR’s wholesalers provide a full multi-temperature distribution service, from six day a week delivery to single-pick stock ordering, offering an outstanding 98.5% availability rate.

SPAR’s unique Guild system

continues to influence the development of the strategy for growth in line with retailers’ needs. It monitors and understands developments, trends and key learnings in existing stores, competitors and consumers and recommends their application within SPAR.

CONTACT DETAILS: Address: SPAR (UK) Limited, Hygeia Building, 66-68 College Road, Harrow, Middlesex HA1 1BE Telephone: 0800 980 1698 E-mail: INFO@SPAR.CO.UK Website: WWW.SPAR.CO.UK Twitter: @SPARINTHEUK

Key information Current number of stores/branches: 2,600 Minimum store size: Retail businesses wanting to join SPAR need to show a willingness to bring their store to the SPAR standard and to place their purchasing power with a SPAR wholesaler.

Minimum length of contract: There is no minimum length of contract, as it is fully dependent on the needs of the independent retailer.

Financial assistance for store developments: SPAR offers a flexible approach to financial assistance for all retailers, dependent on the size and type of store, including packages and credit terms ranging from co-investment in store refurbishment to equipment/leasing loans and franchise agreements.

EPOS system: SPAR provides a number of Epos solutions across the estate. Each SPAR wholesaler offers its own system to meet the specific needs of SPAR retailers. Features including stock management, promotions, electronic auditing, age checking, customer credits and accounts, waste management and an integrated PCI compliant Credit & Debit card solution are all vital in helping the SPAR retailer to manage their business more efficiently.

Minimum order commitment: This is fully dependent on the needs of the independent retailer.

Delivery frequency: Various ordering routes are available to fit in with the requirements of all retailers. SPAR has a first class warehousing and distribution facilities and provides a full multi-temperature distribution service, from 6 day a week delivery to single-pick stock ordering.

Joining or membership fee: There are no start-up costs and when retailers join SPAR, membership is free for a year.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 53

A Welcome serving of something fresh In Partnership with

What’s on the menu…

We have a fantastic range of fresh food your customers will love.

As a growing category, we’ve got all the classic bakery favourites within our instore bakery range as well as exciting seasonal products.

Got a taste for more?

Find out how to join at: southernco-op.co.uk/food/ franchise

Delicious food and product innovation are the focus for our award winning Co-op brand products.

In Partnership with

SOUTHERN CO-OP

S

Quality over quantity

outhern Co-op’s Welcome franchise store estate is growing, both in number of franchise partners and like for like sales.

Most recently the group has welcomed two new franchisees taking the total to 15, and as a collective is experiencing very positive like for like increases across all departments.

Southern Co-op works with single and multiple store operators across the south of England, both convenience stores and forecourts. The group believes in ‘quality over quantity’ when it comes to recruiting franchise partners, and is proud that its franchisees represent the very best in store standards and commitment to community retailing.

The group offers a five year franchise contract and works very much in partnership with franchisees. Because Welcome is a growing franchise, it is able to work with franchisees at an individual level and work with them in accordance to their own particular trading needs.

The Franchise Support Desk at Southern Co-op’s Lakeside Central Support office in Portsmouth is the dedicated point of contact where franchisees can raise queries with the central teams. They receive regular visits from their designated Operations Manager, who will work with them to help grow their business and sales.

Southern Co-op supplies a full EPOS and back office system at a weekly rental cost per lane.

Franchisees have full online access to regularly updated planograms which are tailored to fit the store layout.

The group can offer dedicated merchandising support for store launches and refits, plus contribution to the cost of fascias and all internal and external graphics. The marketing and artwork team support franchise partners in devising and implementing marketing plans for launches and refits, as Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

well as any POS requirements or other tactical marketing activity franchisees wish to undertake.

Southern Co-op is committed to minimising waste, so offers cardboard and polythene collection with all deliveries on roll cages.

The group would like to work with professional, customer-focused retailers who work closely with their local communities and will uphold the brand standards required for a Southern Co-op Welcome franchise. They will offer great customer service, take pride in a great-looking store (especially on fresh food) and be committed to training and developing their store teams to deliver this for their customers. Stores must be over 1,600sqft, and with a potential turnover of at least £25,000 per week (excluding services).

Fresh food continues to be key to a successful c-store offer, with shoppers relying more on their local store for tonight’s meal and midweek top-up shops.

Food for now also continues to grow with customers looking for more choice on breakfast and lunchtime missions, including takeaway hot drinks. Fresh food is central to the Southern Co-op customer offer, especially in terms of fresh ingredients (produce and meat), in-store bakery and chilled foods including Co-op’s award-winning own-label pizzas, ready meals and food to go range.

Customers are also becoming increasingly aware of where their food comes from and how it was produced. All Co-op chicken, beef, pork and lamb is British and raised to higher welfare standards, and every egg sold or used in its products is free range.

Ongoing investment in colleague training is crucial, and as a Welcome franchisee, the store teams have access to the

full suite of online e-learning training modules. Retailers can also really benefit from using EPOS data more to maximise space allocation and profit.

Franchise Operations Managers support franchisees in reviewing EPOS data, then identifying and implementing the opportunities.

The group believes it has the best range offer in the market for franchise operators, especially on fresh food. The Co-op own label food range especially is head and shoulders above the rest for choice, quality, ethical standards and product development. It features award-winning products from pizza to prosecco, a premium range tier called Irresistible and an excellent selection of Free From products which is a growing market. The

brand’s customers know and love are also available on the global range list and delivered alongside own label through Co-op Group’s national distribution network.

Southern Co-op also encourages retailers to also explore opportunities to offer locally sourced products outside of the core Co-op and national brand ranges, to give their store a truly local point of difference.

Franchise partners can benefit from support across operations, product and marketing, while still having the ability to be entrepreneurial and creative with their business.

Southern Co-op believes this is essential for its partnership to be successful, rather than the normal franchise ‘cookie cutter’ approach.

Franchise partners will benefit from national brand campaigns run by Co-op Group across various media including TV, radio, press, outdoor advertising and social media. The next few months will see more communication about the food and offers in store for Halloween, Bonfire Night and Christmas.

Key information Current number of stores/branches: 28 Average size of stores: Over 2000sqft Joining or membership fees: One off £2,500 joining fee, then a weekly franchise fee Frequency of deliveries: Up to six deliveries per week, seven days a week Minimum order commitment: No minimum order quantity What percentage of goods need to be bought from symbol: No minimum percentage, the only stipulation is that all Co-op own label and national brand products available on the global range list must be bought through Southern Co-op.

Own label range: Full Co-op own label range available (including Irresistible and Free From) across produce, chilled, grocery, BWS and non-food.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 55

GIVE YOUR STORE

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Email web@xtralocal.co.uk to arrange a visit or for more information go to www.xtralocal.co.uk or visit one of our depot for details

XTRA LOCAL

X

SYMBOL, FRANCHISE & FASCIA SUPPLEMENT

tra Local, the depot driven retail club from leading indpendent wholesaler Bestway, gives retailers the opportunity to be part of an organised and shopper-focused marketing group without losing their independence and protecting their local identity.

With no joining or ongoing fees, the club continues to grow year on year with current membership in excess of 3,600 stores. Excellent shopper-led promotions are at the heart of the offer and are negotiated with suppliers to help members compete with discounters and multiple retailers.

Xtra Local is about allowing independents to compete, drive footfall and instil customer loyalty by offering hundreds of

Delivering excellence promotions each month.

Members are obliged to take allocated stock of 5 WOW and 15 Must Feature deals per month although they can

choose more optional offers if they wish. Each member also receives a complete suite of point of sale materials including window bills and shelf talkers to engage shoppers while they are instore and hundreds of individualised consumer offer brochures to attract shoppers and drive loyalty.

In addition to sector-leading Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

promotions, Xtra Local members receive a monthly call by their dedicated Bestway Wholesale representative updating them on the latest category management insights and core ranging advice ensuring that stores are at the forefront of emerging trends and categories.

All major convenience categories are covered, and an online category advice resource is available at bestway.co.uk/ category advice. Chilled, fresh and food to go remain the largest growth categories and members can choose from a variety of attractive shopper promotions

across these categories per month. The recently launched best-one own label range also gives retailers an attractive and comprehensive own label offer to compete on everyday essentials across ambient, fresh and chilled categories with other stores in their area.

Membership is for a three year period with members having to accept stock allocations for WOW deals and Must Feature products have access to hundreds of consumer deals via the IMPACT monthly brochure.

Stock can be bought in

retailers’ local Bestway or Batleys warehouse or ordered online or via the mobile app to click and collect at their local depot.

For smaller stores a slimmed down version,

Xtra Local Express is available with bespoke promotions suited to smaller, more impulsive driven stores that may lack the shelf space to stock the more grocery led promotions.

Interested retailers should apply online at xtralocal.co.uk or contact their local Bestway or Batleys depot manager.

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 57

The Voice of Independent Retailers

Asian Media Group Asian Trade Publications Ltd, Garavi Gujarat House, No. 1 Silex Street, London SE1 0DW. Tel: 020 7928 1234 Fax: 020 7261 0055 e-mail:trader@gujarat.co.uk

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MUST STOCK

McCoy’s Flavour returns to TV for the second time this year MCCOY’S Chips is returning to the nation’s TV screens with its popular ‘When Flavour Calls’ advert.

The campaign’s successful airing earlier this year has contributed to double digit MAT growth of 55.8 percent for the brand.

The 20 second advert, which will run until the September 16, is set in a traditional fish and chip shop on a sunny Brighton seafront.

RRP: £1.50 for 130g FLAVOURS: Salted, Salt & Vinegar, Curry Sauce

Energizer introduces Max Plus in TV debut ENERGIZER is debuting the latest addition to its portfolio, Energizer Max Plus alkaline batteries, in its latest TV advertising.

Launching with a fresh new creative, the advert sees the new look Mr. Energizer take a starring role, promoting the new range.

Appearing alongside popular ITV programmes as well as being shown on Channel 4 and Sky channels, the advert is expected to reach nearly eight and a half million people.

MAX PLUS: available in all primary battery formats FOUR-PACK: RRP £5.00

Aryzta launches Otis Halloween Muffin In-store bakery specialist Aryzta Food Solutions is tapping into the trend for indulgent seasonal treats with the new limited edition Otis Halloween Muffin.

The latest addition to the Otis range features a rich, chocolate muffin with a frightfully smooth vanilla cream, topped with a fun pumpkinshaped decoration – all wrapped in a colourful Halloween-themed case.

Available from September 18, the muffin has an RRP of £1.

The product is supplied frozen for thaw and serve, in case sizes of 30.

Camelot announces changes to Lotto and EuroMillions

Doritos Collisions debuts on TV DORITOS is supporting its latest new product launch, Doritos Collisions, with a TV advert.

A combination of two bold flavours in one bag, Doritos Collisions launched in the UK in June after its success in the US and Canada.

With the TV advertising, which started airing on September 3, the brand aims to be front of mind with shoppers before the fast-approaching winter as they seek to stay in from the cold and enjoy a big night in with mates.

FLAVOURS: Guacamole & Habanero Chilli, Honey Glazed Ribs & Lemon Blast FURTHER SUPPORT: digital social

Tangerine Confectionery announces Christmas line up TANGERINE CONFECTIONERY has announced its Christmas offering, including festive sharing tubs and new formats of its most iconic brands.

The seasonal Barratt Tub offers an assortment of confectionery favourites.

Easy to reseal and ideal for gifting, the new tub contains classic consumer favourites including Dip Dab, Refreshers, Fruit Salad, Black Jacks, and mini bags of Milk Bottles, Shrimps and Bananas.

RRP: £4 WEIGHT: 750g

r e w o P r u o Y l e u F #

CAMELOT has announced upcoming changes to Lotto and EuroMillions, as well as preliminary details of a brand new draw game that will launch in 2019.

On Lotto, new bigger, fixed cash prizes in the main game – including a fixed prize of £1 million for matching 5+Bonus Ball – will replace the raffle.

Subject to regulatory approval, Camelot will launch a brand new annuity game in the spring of 2019, which is expected to have a top prize of thousands of pounds every month for at least 25 years.

LOTTO JACKPOT: five rollovers instead of 10 EUROMILLIONS: multiple guaranteed £1 million UK winners

Nestlé Waters refreshes emoji bottles NESTLE WATERS UK is updating its popular range of emoji bottles from its Nestlé Pure Life portfolio.

Four new colourful and eye-catching designs, which include the popular sunglasses emoji, a space monkey, a unicorn and Dalmatian, have been introduced and will replace the existing choices.

The emoji range is available across the brand’s 33cl bottles.

AVAILABLE: now SUPPORT: POS Follow us on: www.twitter.com/AsianTrader 60 ASIAN TRADER 14 SEPTEMBER 2018

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AMG Travel Club MUST STOCK

Asian Media Group in partnership with Citibond Travel presents our AMG travel club with Escorted tours exclusively designed for its members, which includes upgraded hotel, service of dedicated Tour Manager throughout the tour with Heathrow Airport return Transfers.

Exclusive beneets only available with AMG Travel Club:  Services of a dedicated Tour Manager throughout.  Transfer through and from Heathrow Airport (within 50 miles radius.)  Some hotels have been upgraded.

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Yangon - Bagan - Mandalay - Pyin Oo Lwin - Inle Lake 13 Days / 12 Nights 16 November - 28 November 2018

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Myanmar is one of the most magical and undiscovered destinations in the world: a golden land of breath-taking beauty and charm that is steeped in fascinating history and traditions. You will never forget the experience of Inle Lake, Kalaw, Mandalay and the mountains of Bagan.

Discover the highlights of Vietnam and Cambodia on a journey that will take you through the history and culture of two diverse countries. With the stunning natural landscapes of Halong Bay to the charming riverside town of Hoi An, from the magic of Mekong to the inspiring temples of Angkor, this is an unforgettable journey.

Price

• Economy Class: £2399 per person • Business Class: £3799 per person

MUST STOCK

Ritz strengthens cracker range with new recipe and design Best-selling savoury biscuit Ritz Original cracker will have a new recipe with 70 percent less saturated fat from September.

The brand will bring all packs together with a fresher new look, as well as a smaller two-facing SRP to be more space efficient.

The new recipe will be more relevant to today’s health conscious shoppers and is another step of Mondelez International’s global well-being strategy, which commits to reducing saturated fat by 10 percent across its business by 2020, the brand said in a statement.

There will also be a new addition to the cracker range with the new recipe – Baked with Tomato and Herbs.

Mars launches M&M’s Cake Bars MARS Chocolate Drinks and Treats has announced the launch of the brand new M&M’s Cake Bars.

With five individually wrapped cake bars in each pack, the bars contain a soft chocolate sponge, topped with a layer of cream and crispy pieces, coated in milk chocolate.

The new addition is expected to rejuvenate the £29 million cake bar category, introducing the instant recognition of the leading global confectionery brand.

AVAILABLE: now RRP: £1.65

Walkers champions regional favourites in latest TV advert WALKERS has launched a new TV advert continuing its celebration of its more unusual flavours, and the regions in which they’re loved.

The advert first aired on September 1, as Walkers continues to mark its 70th anniversary by championing six of its flavours and the respective region where they sell above the national average.

The creative comes to a close with Gary encouraging snack fans to ‘try them all’ to be in with a chance of winning £5,000.

SUPPORT: heavyweight marketing campaign INCLUDING: digital and in-store advertising

Price

• Economy Class: £2399 per person • Business Class: £3899 per person

What’s included:

What’s included:

• All international and domestic ights • Accommodation in 4 or 5 star hotels • Meals as mentioned in the itinerary (B = Breakfast, L = Lunch, D = Dinner) • Services of our tour manager throughout the tour • Entrance and zone fees as mentioned in the itinerary • All transfers and sightseeing as per the itinerary in modern air-conditioned vehicles • Inle Lake tour by private long-tailed boat • Transfers to and from Heathrow Airport (within a 50-mile radius) (Only for AMG customers) • Free local gift

• All international and domestic ights • Transportation in private air-conditioned vehicles with a driver • Accommodation in 4 or 5 star hotels • Meals as mentioned in the itinerary (B = Breakfast, L = Lunch, D = Dinner) • Entrance fees to indicated sights • Boat trip in Halong Bay, Hue and Mekong Delta, Tonle Sap lake • Services of our tour manager • Transfers to and from Heathrow Airport (within a 50-mile radius) (Only for AMG customers) • Free local gift

The following is not included:

The following is not included:

• Travel insurance • Visas • Any optional or additional tours or activities during free time • Tips • Personal expenses

• Travel insurance • Visas • Any optional or additional tours or activities during free time • Tips • Personal expenses

For further enquiries, please contact: AMG Travel Club us on: www.twitter.com/AsianTrader EmailFollow address : amgtravelclub@citibond.co.uk 62 0207 ASIAN TRADER 14 SEPTEMBER 2018 Tel: 290 0607

Olive brand Crespo unveils new look RH AMAR has unveiled a new look for Crespo, the UK’s best-selling brand of olives, in a bid to accelerate value growth in the £35 million ambient olives category.

Incorporating a cleaner, fresher version of Crespo’s iconic diamondshaped logo, new packs will feature strong Mediterranean cues including an image of a sunshine-kissed olive grove, with the redesign rolling out across Crespo’s comprehensive offering of jars and Les Olives du Marché pouched snacking range.

The brand’s tinned and pouches range will now feature sharp photography of the product within, including Crespo’s full array of black, green and flavoured olives, whilst Crespo’s popular capers will also get the same makeover treatment.

SUPPORT: sampling, social and digital recipe inspiration, competitions PLUS: online and print advertising, editorial partnerships with foodie media

McVitie’s Cake range gets new variant PLADIS has launched a new addition to its McVitie’s Cake range: Club Orange Cake Crunchies.

McVitie’s Club Orange Cake Crunchies merges the popular flavour of Club Orange, with a spongey cake, topped with chocolate flavoured cream and crunchy biscuit pieces, enrobed in smooth milk chocolate.

Targeting consumers looking for a “lunchtime treat”, the new range has a projected retail sales value of £2 million.

AVAILABLE: now RRP: £1.65 Follow us on: www.twitter.com/AsianTrader 62 ASIAN TRADER 14 SEPTEMBER 2018

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*The No 1 Pet Food brand, Total IRI Outlets + Ocado, Value Sales 52 w/e 27th January 2018. ®Reg. Trademark of Société des Produits Nestlé S.A.

Classic recipes.

Beautifully made.

For over 30 years, we’ve been pouring in our passion and layering on our love to every single biscuit from our family of Biscuitiers. It’s why our Dark Chocolate Ginger is the UK’s number 1*. Why our customers are prepared to pay more for our beautifully made biscuits. And why our sales have grown every year for the last 5 years. When you stock Border biscuits, we think yours will too. Which is why you’ll love them just as much as your customers do. *Kantar Worldpanel 52 w/e 17.6.18

BAKING, BISCUITS & CAKES

FEATURE

The biscuit market is still a growth category Asian Trader finds out how retailers can cash in.

Baking a profit T

he UK biscuit market is currently worth £3.5bn and growing +4.5% (Nielsen) with a wealth of opportunities for convenience retailers to grow their sales in this space.

Within this, the UK sweet biscuit category is currently worth £1.98bn (Nielsen).

One key trend driving growth within the biscuit category is that of indulgence, as consumers include both healthy and indulgent, or ‘special’, snacks in their diet.

The biscuit category has seen many new product innovations including healthier biscuits and formats launching alongside indulgent products - both of which perform well.

In fact, research shows that almost a third of shoppers always opt for indulgent products when choosing a snack and nearly half (45%) believe high sugar snacks can be enjoyed as part of a balanced diet (Nielsen).

This is supported by data which shows that shoppers tend to consume healthy snacks on weekdays and treat themselves to more indulgent snacks at the weekend.

“Retailers should consider the different motivators of Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

snackers and snacking occasions to diversify their portfolio/range and meet the emotional and functional needs of different profiles,” commented Julien Lacrampe, Trade Marketing Manager of Bahlsen.

Nielsen research identified three types of snacking consumers: impulsive shoppers (seeking variety and new snacks, buy on impulse), planned shoppers (already know what they are looking for, mainly focus on the snacking aisle) and purposeful shoppers (seek snacks with health claims/benefit, prefer branded snacks and willing to pay a premium for them).

“We know that shoppers tend to consume health snacks on the weekdays and treat themselves to more indulgent snacks on the weekend,” Lacrampe added.

Out of all of three types of shoppers, when it comes to biscuits over half of purchases aren’t planned therefore it is important to cater to impulse shopper by having clear visibility of biscuits, making sure shoppers can easily see this category in store (IGD).

“Retailers would be best advised to add the best-performing brands, in the different segments, to cover many eating occasions and cater for the three types of consumers,” said Lacrampe.

In terms of merchandising advice, Lacrampe suggests having best-selling everyday products are at eye level.

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FEATURE

BAKING, BISCUITS & CAKES

Block merchandise by occasion Mandy Bobrowski, UK & Ireland Marketing Director for Burton’s Biscuit Company offers retailers the following advice to drive sales from biscuits:

“Retailers need to offer a strong range of PMPs to deliver visible value for customers,” he said.

“To drive impulse sales and capitalise on unplanned, on-the-go purchases, counter display units should be stocked by the till-point.”

To increase shoppers’ basket spend, retailers should promote cross-category meal deals, Lacrampe suggests.

“An obvious point worth emphasising, retailers need to stay stocked up as empty shelves leads to customers looking elsewhere,” Lacrampe commented.

Regarding location on shelf, stores should merchandise based on Good, Better, Best principles with premium products (i.e.

Choco Leibniz, Messino & Waffleten) on higher shelves, Lacrampe recommends. “With this it is also important to separate Everyday, Healthier, Special, Individually Wrapped & Children’s Biscuits so that shoppers can readily find biscuits based on their needs,” he said.

Healthier biscuits

The biscuits category is in growth and this can be partially attributed to a demand for ‘healthier biscuits’, which accounts for 30% of the total biscuits share, growing ahead of the category with a value growth of £46.4m verses last year (Nielsen).

For over two thirds of people (69%), snacking is a daily habit, Follow us on: www.twitter.com/AsianTrader 66 ASIAN TRADER 14 SEPTEMBER 2018

with products commonly consumed on-the-go to keep energy levels up between meals (Mintel); for those with increasingly time-poor lifestyles, snacking is viewed as a necessity.

“That said, at home is still the most common place for people to snack, with evening being a key snacking time,” commented Levi Boorer, Customer Development

Director, Ferrero.

“Designed for the ‘buy now eat later occasion’, our Nutella B-Ready multipacks are perfectly placed to fulfil this snacking behaviour.”

Containing just 115 calories, Nutella B-Ready is well positioned in the healthier biscuits category, to help retailers capitalise on sales.

There is a growing trend for mid-morning snacking, with 54% of consumers looking to satisfy cravings with smaller snacks that won’t ruin their appetite (Mintel). “Shoppers are also turning towards healthy on-the-go snacking, and it is important for brands to stay innovative to be on the forefront of consumers’ minds,” commented Boorer.

The Institute of Grocery Distribution (IGD) previously

Maximise on (and off-shelf) visibility.

Block merchandise by occasion, with clearly defined segments that make it easier for customers to shop the fixture.

Give prominence to bestsellers and utilise POS and FSDUs to highlight NPD and encourage impulse sales.

Utilise promotions and PMPs.

forecasted the convenience channel to grow by 17% between 2015 and 2020, with shoppers completing smaller purchase missions, more frequently.

“To be on the front foot for the future, retailers must focus on their shoppers’ needs and tailor their ranges to successfully accommodate this, stocking products that closely suit quick ‘top-up’ shops and impulse purchases,” Boorer said.

Innovation

Consumer demand for innovation and a shift in shopping habits has impacted biscuit category growth according to Burton’s Biscuit Company.

“The way shoppers shop the fixture and enjoy biscuits

day-to-day has changed, meaning it’s more important than ever to take a look at what your shoppers are buying and why they’re making those choices,” says Mandy Bobrowski, UK & Ireland Marketing Director for Burton’s Biscuit Company.

“We are working with convenience and independent retailers to ensure they see the best possible results from the biscuit fixture and, in turn, to enable them to drive incremental profits.”

Burton’s produces some of Britain’s best-loved biscuit brands, with a portfolio that includes Maryland, the Nation’s favourite cookie worth £50 million; Jammie Dodgers, worth £20 million, and Wagon Wheels, a classic treat worth £18 million and loved by children and adults alike.

Bobrowski cites the following as key drivers in biscuit

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BAKING, BISCUITS & CAKES

category growth.

Firstly, biscuits remain a treat with many seeing them as a reward, an opportunity to indulge, and a great snack for sharing.

As people’s lives have become busier, more and more shoppers are seeking out those products that offer flexibility, and that can be enjoyed across a variety of occasions including at home, work, or on the move.

Another driver is health: giving people the opportunity to make balanced choices with a variety of ‘healthier’ options.

Whether this be via portion control, or with reduced sugar or free-from options.

“Many manufacturers are already reacting to these trends in order to maximise sales,” says Bobrowski.

“Over the last couple of years, we’ve seen a raft of NPD from brands looking to tap into

Follow us on: www.twitter.com/AsianTrader 68 ASIAN TRADER 14 SEPTEMBER 2018

shopper demand and key trends – and in turn enable retailers to drive sales - including ‘thin’ varieties of bestselling biscuits, reduced sugar options and grab bags to cater to shoppers on the move.”

“Biscuits is a hugely impulsive category,” says Bobrowski.

“Drive sales from impulse shoppers by highlighting link-deals and cross-category promotions and be sure to stock a range of PMPs from bestselling brands.

“These packs remain hugely important for the impulse sector, with many shoppers viewing them as a source of value.”

Bobrowski suggests stocking a product range that will appeal to different occasions such as

home consumption, work or on the go.

It’s also important to know your local demographic and stock those pack formats that your shoppers will be looking for.

“If you’re in an affluent area, there’s a good chance your customers will be looking for more indulgent treats,” says Bobrowski.

“If there are families nearby, give prominence to those family favourites you know will sell well such as Maryland Cookies and Jammie Dodgers, and stock a good variety of kid’s mini biscuits for lunchboxes and after school treats.”

“Our advice to retailers is simple,” Bobrowski concludes.

“Know your audience and tap into shopper trends to watch your biscuit sales soar.”

An increase in snacking has been a massive trend within the industry and has really boosted the market.

All snacking categories had grown in the UK, but sweet biscuits in particular had stand out growth of 5.7% (Kantar, 2018).

Despite consumers being increasingly health conscious, nine out of ten people regularly eat sweet biscuits, while six out

of ten agree that it’s okay to eat a small number of sweet biscuits every day as part of a balanced diet (Mintel, 2017).

“The rise of healthy eating has driven the need for products that make portion control easy for consumers, like mini packs and on the go offerings, such as our Snack Packs,” commented Suzie Carlaw, Marketing Manager at Border.

“Independents can compete with the multiples by continuously stocking premium products,” said Carlaw. “Due to the versatility of independently owned retailers having the capability to dictate their own stock, we’ve seen the tendency to have more varied ranges offering premium products. Shoppers will still be on the lookout for quality produce, which independents can give. This really enhances the experience within the stores for consumers.”

Convenience will continue to have a big influence on the industry with more and more consumers shopping little and often and doing ‘top-up shops’ or replenishing their cupboards throughout the week (Kantar, 2018).

For this kind of retail environment Border’s Snack Packs and Café Bakes work best, as both are controlled portions and are the ideal fit for handbags, or lunch boxes and can be eaten on the go.

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WINES

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FEATURE

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 79

FEATURE

WINES

Follow us on: www.twitter.com/AsianTrader 80 ASIAN TRADER 14 SEPTEMBER 2018

Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

WINES

Follow us on: www.twitter.com/AsianTrader www.asiantrader.biz

FEATURE

Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 81

FEATURE

WINES

Follow us on: www.twitter.com/AsianTrader 82 ASIAN TRADER 14 SEPTEMBER 2018

Like us on: www.facebook.com/AsianTrader www.asiantrader.biz

BRANDWATCH

Me and My Brand Asian Trader talks to Harry Dulai, Managing Director of the world food company Surya Foods, about the phenomenal growth of its Laila Basmati rice brand and latest innovations into the rice category.

Can you please give an overview of your brand?

Laila Rice was established in 1996 to bring high quality, ‘authentic’ basmati rice to the riceeating Asian community of the UK who were in search of aromatic, delicious rice that tasted as good as they knew it should. It has grown to become one of the nation’s favourites, popular with consumers and ethnic chefs alike due to its premium quality and authenticity. A loyal following among the UK’s ethnic communities has helped us achieve a longstanding position as a top selling rice brand on the world food aisles of national retailers Tesco and Asda for several years running.

During recent years we have expanded our range and the Laila brand now offers specialty rices from every corner of the globe. Our aim is to bring a world of authentic flavour to the doorsteps of UK consumers and our current rebrand across the Laila range is all about making exploring new cuisines easy and accessible for all – with an educational offering across 17 varieties of rice, super grains, spices and condiments.

How is your brand currently performing?

Laila Basmati celebrated its best year ever last year - climbing to a Top 3 place in the UK rice category and achieving the greatest branded growth of the year*.

Last year our Ramadan sales were up 115%, against the backdrop of an overall Ramadan market which declined at 3% year on year (YOY)** and we recorded the strongest volume sales uplift in the top 5 dry rice brands (Up 103%).*** 2017 was a remarkable year for Laila, however, we remain ambitious with our growth targets.

Tell us about your latest innovations?

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This month (SEPT) we unveiled a major rebrand which includes the roll out of 100% recyclable packaging across our entire range of smaller bags - a significant step change for the rice industry.

The new look, innovative pack designs feature modern foil packaging, as well as artwork which reinforces our ‘Love Rice, Love Laila’ strapline.

The rebrand is part of a multi-million pound drive to attract mainstream customers to our brand and further cement our bond with the UK’s ethnic communities.

We are incredibly proud to introduce 100% recyclable packaging to the category. Attitudes to waste and plastics are changing rapidly and it is important for all food producers to continue to strive to provide the most environmentally friendly packaging solutions modern technology can offer.

What marketing support do you currently have for your brand?

A 360 degree integrated marketing campaign has been launched in support of our latest, major rebrand and includes a tactical approach including PR & Print shopper promotions and events, sampling, merchandising, as well as activity across Laila’s digital and social media platforms.

The rebrand will be across all Laila products globally with new packs set to hit the shelves this month. (SEPTEMBER 2018).

The full Laila brand is worth over £40m and continues to enjoy a leading presence at independent retail as well as being present in over 30 countries worldwide.

How is the rice market currently performing?

The UK rice landscape is constantly evolving with some recent changes fuelled by steep increases in the cost of traditional basmati which

has rocketed in recent years, due to floods in India and Pakistan affecting harvests, as well as a general shift towards farmers preferring to grow new varieties of rice which offer higher yields per acre.

While Laila basmati is performing exceptionally well and remains Surya Food’s top selling line, we never rest on our laurels and are continually marching ahead with new product lines to ensure we stay ahead of the game. After all, American long grain was once the top seller in the UK. It will be interesting to see if future price rises could knock basmati off the top spot or if the UK’s love affair with the aromatic offering will win out.

How important are independent retailers to your brand?

Surya Foods as a business was, first and foremost, built up through the independent retail sector and we remain steadfast and loyal to this sector.

As one of the largest suppliers into this market, with over 2,500 independent accounts we regularly run ‘independent only’ promotions, where smaller retailers can take advantage of special offers across our ranges. We also offer marketing support and advice to small businesses, producing point of sales materials to help them take advantage of key religious festivals including Ramadan, Eid and Diwali - all of which represent golden opportunities to boost sales through promotions. Our third strategy is to produce ‘price mark’ packs. We launched this concept into ethnic independent retail several years ago and it is now common practice.

In order to survive independent retailers need to be relevant, different and competitive.

Independents will always be specialised retailers, and we are always looking for products that help independents differentiate their product ranges so they can fine tune their offering to perfectly match their unique, local demographic.

We have also recently launched a new ordering system, suryafoodsonline.com, offering over 2,500 products. * Greatest branded growth of the year, up 43.9% (£2.6m) on volumes up 38.9%. (Nielsen 2017) **Kantar Worldpanel 12 w/e, Total Dry Rice, 18th June 2017 *** Kantar Worldpanel 12 w/e, 18thJune, Total Dry Rice, Volume sales (000s) Like us on: www.facebook.com/AsianTrader 14 SEPTEMBER 2018 ASIAN TRADER 83

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12/07/2018 11:25