GET AHEAD OF THE GAME WITH OUR BEST SELLING BRANDS Bestway finally confirms its acquisition of Sher Brothers Caterforce recruits kff as eighth member wholesaler Abra Wholesale embarks on multi-faceted expansion
PROUD SUPPORTERS OF THE GLASGOW 2014 COMMONWEALTH GAMES
Spotlight on trading director of Parfetts Greg Suszczenia
The business magazine for cash & carry/delivered wholesalers
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Any chain reaction? Many moons ago, virtually every high street was dominated by a Marks & Spencer, BHS (British Home Stores) or Woolworths outlet – perhaps all three. With the demise of Woolworths six years ago, that control was reduced to just two chains, with others muscling in where the erstwhile general merchandise giant once stood. Competition between the two remaining companies has always been limited to fashion. But that could change with the news that BHS is introducing a small food range in two of its branches. Whether that experiment is extended to a reported 140 stores remains to be seen. Booker will be watching events with more than just a modicum of interest. It has been contracted to deliver food to the two BHS stores, and any further developments would need due consideration by its logistics team. What gives this development further spice is that Booker already acts for M&S, delivering branded food and non-food to a large number of that company’s branches throughout the UK. As that arrangement has been in place since 2008, it must be viewed as successful, even though the selection of goods handled by the C&C/ wholesaler on M&S’s behalf has hardly changed since day one. What if more BHS food departments are introduced and the range is expanded? How would that affect Booker’s deal with M&S? Wouldn’t that create a conflict of interest? More than just a bun fight!
Musgrave scales down its Derry MarketPlace cash & carry as part of a restructuring of the chain ... see p.5
news spotlight in focus
Go Local compensates for challenges in some traditional areas of Parfetts’ business ... see p.5
4–10 14 16–17
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Cash & Carry Management
• April 2014 • 3
news IN BRIEF Bank scheme Bestway has launched a money remittance scheme for UK customers and their family and friends in South Asia. The service, called Omni, is being arranged through the C&C/wholesaler’s interest in United Bank Ltd, which has branches in London, Ilford (Essex), Birmingham, Bradford, Glasgow and Manchester.
Charity swim Blakemore Trade Partners recruitment manager Paul Vinnell has completed a 1,000 miles in 1,000 days swim in aid of Cancer Research UK, raising over £200 for the charity.
Second partnership BHS is cautiously optimistic that a plan to introduce retail packs of food and non-food in two of its branches could ultimately be extended to more than 140 of its stores. Booker, however, which has been recruited to make deliveries to these branches, is being more guarded at this very early stage. The two outlets – both of which also have customer restaurants – are in Staines, where the food area measures 3,450 sq ft, and Warrington (3,200 sq ft). The sections include fresh food, confectionery, laundry & cleaning products, baby items, fruit & veg, bread & cakes, desserts, frozen food, soft drinks and seasonal lines, carrying a variety of brand names as well as Booker own-labels. It is claimed that the branded products are priced
Interior of the Staines branch.
at 10% below the same items in the four leading retail multiples: Tesco, Asda, Sainsbury and Morrisons. A spokesperson for Booker said: “Following an extensive review, BHS approached us to supply its new Food Store concept. “Having carried out external research, the results showed that BHS customers would be keen to buy their food at the store.” In addition to confirming
that more than 140 stores “have the opportunity to take this concept”, the BHS spokesperson said: “Depending on this trial, the plan is to open the concept in 50 stores by the end of the year.” Booker, meanwhile, continues to make branded food and non-food deliveries to branches of Marks & Spencer – an arrangement which began six years ago. Tel: Booker Group (01933) 371000.
Profits dip Mitcham-based Elbrook Cash & Carry, a Today’s Group member, saw pretax profit drop from £2.4m to £1.8m in the year to 31 July on sales 11% higher at £143.1m. Plans are in hand to increase business at the company’s adjoining Chak 89 banqueting suite.
Brakes link-up At a Scottish suppliers’ event this month, about 30 companies were given the opportunity of having their products listed with Brakes north of the border and elsewhere in the UK. The wholesaler’s depots include those in Glasgow, Dundee and Inverness.
Bestway deal finally confirmed Bestway Group, which refuted a story by Cash & Carry Management (November: 2013) that it had taken over Sher Brothers in Glasgow, has now announced that a deal has, in fact, been done between the two C&C/wholesalers for an undisclosed sum. Sher Bros will be integrated into the group’s Batleys Scotland division. The depot, with a staff of about 70, will have dual Bestway/Batleys branding. The takeover means there are now eight depots trading under the Batleys Scotland umbrella, including those acquired in recent years under the Bellevue and Martex names. Batleys has a further 20
• Cash & Carry Management • April 2014
depots in England, including three pet warehouses. There are also 35 trading as Bestway. Younus Sheikh, managing director of Bestway, said: “We are continually looking at expanding our business, whether that is through investment in new sites or through acquisition. “The purchase of Sher will give the Batleys brand a presence in the heart of the city as well as the depot in Cambuslang, which is
showing impressive doubledigit growth in 2014.” Sheikh added that Batleys Scotland would now undertake a strategic review of the Sher business, which was started in 1990. One of the first issues the C&C operator will consider is Sher’s membership of Landmark Wholesale, to which Bestway was itself affiliated until going it alone in 2003. Tel: Bestway Group 0208453 1234.
Go Local bolsters Parfetts Employee-owned cash & carry operator Parfetts, which operates six branches, suffered a decline in operating profit from £4.6m to £3.7m in the year to 30 June on sales down by 1% from £304m to £299m. Managing director David Grimes said the results reflected the tough economic conditions and the company’s continued investment in customers’ businesses. He commented: “In the circumstances, we consider the overall result to be very satisfactory. The markets in which we operate are highly competitive and, as a result, there is generally a constant pressure on sales and margins. “Duty fraud is also still
badly affecting our market and will go on doing so until Government and HMRC adopt some effective action. We continue to lobby hard on this matter.” Grimes said the company’s Go Local retail club was “driving our performance and compensating for the difficulties of some more traditional areas of business”. Go Local, he said, is “a true symbol group, but without the usual costs to customers. We will continue to focus on
Booker’s £4.7bn total Booker Group sales in the 12 weeks to 28 March, including those for Makro, rose by 16.3% on the previous corresponding period. For nontobacco the increase was 24.8% and for tobacco alone 2.2%. Like-for-like sales (excluding Makro) were 1.9% higher, with non-tobacco like-for-like up 3.4% and tobacco down by 0.7%. The final quarter figures meant that total sales for the year, including Makro, rose by 17.3% to £4.7bn. Annual like-for-like revenue, excluding Makro, went up by 2.1%. Chief executive Charles Wilson (pictured) reported that the cash & carry division had a good quarter. “We achieved our best-ever customer satisfaction
scores, customer numbers were up and sales were in line with expectations.” Booker Direct, Ritter, Classic and Chef Direct also performed well over the three months. Wilson said that the Makro ‘turnaround’ is progressing well, with the chain’s customer satisfaction improving over the period concerned. Non-tobacco sales in Makro were down 8% in the 12 weeks as a result of the decision to stop selling certain items, including television sets. Wilson added: “Cash and profits at Makro were in line with expectations and sales in India are continuing to make progress.” Tel: Booker Group (01933) 371000.
it in the coming year.” Tel: Parfetts C&C 0161-429 0429. Spotlight on trading director Greg Suszczenia ... see p.14
Foodservice contract BWG Foodservice has won a 15m euros three-year contract from First Choice Purchasing, a Cork-based outsource procurement company operating in the hotel and nursing home sectors. The Irish wholesaler will be supplying frozen, chilled and ambient foods from its sites in Dublin, Cork and Galway. The range will include around 300 products carrying the Chef’s Kitchen ownlabel. BWG Foodservice already has a 1.5m euros contract with St James Hospital, Dublin, and also works for the Irish Health Service Executive and the Hospital Procurement Services Group. The foodservice concern is part of BWG Group, which in Ireland operates retail, wholesale (including 22 Value Centre cash & carries), wines & spirits and property divisions. In the UK, it owns southwest SPAR wholesaler Appleby Westward. Tel: BWG (003531) 409 0300.
Musgrave changes Musgrave Wholesale Partners has scaled down its Derry MarketPlace cash & carry as part of a restructuring of the chain, which includes seven branches in the Republic of Ireland and four in Northern Ireland. Up to 18 jobs are expected to go at the Derry unit following the decision to switch the delivered element to the company’s Duncrue (Belfast) depot. The Derry outlet will continue to operate on a customercollect basis only. In May last year Cash & Carry Management reported Musgrave chief executive Chris Martin as saying that the Northern Ireland C&C business was in decline. That comment came shortly after the company closed its Belfast and Ballymena MarketPlace outlets, with the remaining four in Northern Ireland concentrating on foodservice. It is, however, continuing to pump money into the chain by investing a further 3m euros after 10m euros were spent over the previous years. And in a consolidation of its retail interests, Musgrave is, from September, severing links with the Wincanton distribution depot situated in Blanchardstown, Dublin. It is anticipated that around 150 Wincanton staff will lose their jobs as a result of the decision by Musgrave, which is likely to recruit about 130 employees across its existing distribution network. The group owns the SuperValu, Centra, Londis and Mace brands in Ireland. Tel: Musgrave Group (003531) 452 2100.
Cash & Carry Management
• April 2014 • 5
Getting to the Core Bestway has launched its biggest-ever promotional scheme to help retailers ‘Buy More, Sell More & Earn More’ through its new Core Connect programme. The activity, which runs across all Batleys and Bestway branches from April to November, follows on from last year’s Core scheme Some of the promotional material. giving independents the chance to earn a minioffers’ are available on mum of 3% on all Core standard and price-marked Connect promotional prodpacks, with retail PoS availucts. able. There is also an online Earn More. By offering a rebate store which offers 3% rebate on all skus further benefits. involved in the scheme, this The initiative has four key enables retailers to increase messages: Buy More. By offering their profitability. Get More. Retailers can impartial advice on the best view all their purchases sellers in over 30 categories, online and are offered a the scheme is claimed to series of additional rebates help retailers buy more items based on further investment that have ‘real consumer in volume and range deals. demand and deliver great Products in the Core rates of sale’. Sell More. A series of Connect programme change ‘unbeatable discounted prices monthly. Rebates apply to all and multibuy consumer lines during the promotional
periods and can be redeemed in depot against purchases. Unclaimed redemptions are rolled over to the next period. The promotion is also open to Best-one retailers who have their own My Rewards rebate scheme. Customers can see their current rebate balance at a new microsite on the Bestway and Batleys websites. It also informs them of further rebates available. Younus Sheikh, group managing director, said: “This year we have made Core Connect much simpler. In addition to receiving a flat 3% rebate, customers can take advantage of extra volume and range incentives from suppliers. “However, it is much more than a rebate scheme. It is all about giving retailers the insight and tools they need to buy better, sell better and promote better.” Tel: Bestway Group 020-453 1234.
Freehold costs halt progress Croydon and Acton are among the locations rumoured to be on the radar for JJ Food Service’s next branches. The foodservice specialist presently operates from eight sites. The buildings could be anything between 30,000 and 50,000 sq ft in size. However, group general manager Terry Norris declined to pinpoint specific areas, telling Cash & Carry Management: “Over the past 18 months, we have been very actively looking in the
south and west of London. “In fact, we’ve looked at loads of places. The problem is that what we want are freeholds, which are very limited and going for ridiculous prices.” Certainly the growing click & collect concept, now responsible for around 50% of JJ’s sales, would be a major feature at new outlets,
• Cash & Carry Management • April 2014
although the traditional delivered service is still favoured by many customers. The foodservice specialist is also involved in a new software scheme called Foodit, which connects restaurants to online customers. Some 50 restaurants from all parts of the country have so far signed up to the service. “The number is growing all the time,” said Norris. Tel: JJ Food Service (08719) 730999.
Pitching in for FWD ‘Goals for Growth’ is the theme of the Federation of Wholesale Distributors’ annual conference being held on 9 July at the National Football Centre, Burton-onTrent. It coincides with the final stages of the World Cup. Subjects covered will include: Exploiting opportunities in wholesale. Sales growth into SMEs – the supplier’s view. Wholesale in the community – an economic and social forecast. Foodservice market data. Innovations in wholesale – next-generation thinking. Poachers turned gamekeepers – tips from other channels. Wholesale vs multiple – where distribution can score against other routes to market. Among those speaking will be Ken McMeikan of Brakes; Craig O’Connor of Dee Bee; and Bestway’s Muhammad Asad, the FWD’s young wholesaler of the year. Suppliers presenting include James Russell of Rowan International; Nigel Tordoff of Molson Coors; and Angus Macdonald of PepsiCo. Tel: FWD (01323) 724952.
• • • • • • •
Logistics award Oakland International, once linked with Landmark Wholesale, was adjudged logistics company of the year at an Irish Logistics & Transport Awards event held in Dublin. Tel: Oakland International (01527) 596222.
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Group’s eighth Caterforce has recruited its eighth member wholesaler – Kent Frozen Foods (kff). Based in Aylesford, Kent, the foodservice specialist, which was founded in 1961, has a turnover of around £40m. Its fleet of 60-plus company-owned vehicles deliver to the south-east and London, with a satellite depot enabling it to make drops to points between Cambridge and Birmingham. The sales force – out of a total payroll of 229 – is divided into a ‘base’ team, which covers pubs, cafés, bakers, coffee shops, educational establishments and leisure outlets, and key accounts personnel, who work closely with such outlets as contract caterers, schools, colleges and hotels.
This is the second time kff has joined Caterforce. Explaining the reason for the return, the wholesaler’s managing director Chris Beckley said: “It gives us joint buying power and makes us even more competitive for our customers. “We and our fellow wholesalers gain mutual knowledge, and there is also the benefit of Caterforce’s Chefs’ Selections range.” The group now has a combined turnover nearing £400m, and that will increase this year with its push into the south-east. The aim is to cover every UK postcode by next year. The main objective is to serve small to medium-sized profit sector businesses, with a growing presence in the cost segment. Caterforce’s managing director Nick Redford said: “kff will bring fantastic experience to the group,” while group chairman Andrew Lynas, md of Lynas Foodservice, commented: “kff fits our culture and values perfectly. Its business has continued to grow and develop.” Tel: Caterforce: (01625) 440188. Tel: kff (01622) 612345.
Was it a Hogg roast? The Bestway Batleys ‘Big School Bake Off’ reached its climax with six school chefs displaying their skills. The top prize went to Lynda Hogg, of Musselburgh Primary School in East Lothian, who received a chef’s jacket, signed Jo Wheatley cookbook, a framed copy of the recipe and photo of her winning
cake, plus the ‘Big School Bake Off’ trophy. Steve Irons, senior contracts manager at Bestway Batleys Foodservice, said: “We were really impressed by the standard of baking, most of which would have given Mary Berry a run for her money!” Tel: Bestway Group 0208453 1234.
• Cash & Carry Management • April 2014
New bakery range SPAR north wholesaler James Hall has launched a new range of bread, cakes and morning goods from its Clayton Park factory in Huncoat, near Accrington. The goods are delivered daily to symbol stores from Hall’s Bowland View depot, which is close to the factory. New products available to
retailers include fruit teacakes, scones, iced fingers, custard tarts, fruit bread and trifles, all with a three to five day product life. The range is being showcased through branded header boards, shelf cards and wicker display baskets. Tel: James Hall & Co (01772) 706666.
Switching in SPAR Mark McCammond (right), managing director of Appleby Westward, is leaving in September to become retail director of fellow SPAR wholesaler Henderson Group, based in Northern Ireland. AW, which is currently appointing a replacement, delivers to nearly 300 symbol stores in the south-west. For McCammond, who joined the Saltash, Devon, concern three years ago, this is a return to the company he
worked for as retail director for eight years until 2009. He then became regional md for 159 stores within Sainsbury’s convenience division. Leo Crawford, chairman of Appleby Westward, said: “We have experienced strong growth under Mark’s stewardship and are well positioned for further growth.” Tel: Appleby Westward (017520) 854000. Tel: Henderson Group (028) 9034 2733.
Increased bank stake Bestway Group has increased its stake in United Bank Ltd (UBL) to 61.37% by paying over $120m for the 10.3% shareholding in the business owned by its joint venture partner, the Abu
Dhabi Group. Following the purchase, Bestway Group chairman Sir Anwar Pervez OBE becomes UBL chairman. Tel: Bestway Group 0208453 1234
* Source: Euromonitor 2013.
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No.7 for Kitwave Expanding North Shieldsbased combine Kitwave Wholesale Group has taken over frozen food and ice cream wholesaler Eden Farm, of Peterlee, Co Durham, with a turnover of £40m. It increases group ownership to seven and total sales to around £250m. Eden Farm, established in 1964, also operates from a site in Bradford. In addition to its UK business, which utilises 60 vehicles for national distribution, it has trading links with Europe and the Far East. It is also a founder member of the Ice Cream World amalgam – a link which is being retained. It can also be revealed that former Sugro head of trading Mike Sonia, who last year came out of retirement to join Kitwave to handle buying and marketing (Cash & Carry Management: June
P&H show hits 32
Retaining membership of Ice Cream World.
2013), is no longer working for the group. Following his agreed one-year tenure, he has been replaced by Michael Young, son of chief executive Paul Young. Kitwave was established in 1987 as a vehicle for the acquisition of confectionery wholesaler and Sugro member M&M Value Value, of North Shields. Its businesses include Sugro members Turners & Wrights, of Bolton; Bradfordbased FW Bishop & Son; Westones Wholesale, of
Telford; and Automatic Retailing, of Cramlington (Northumberland). It also includes Huddersfield wholesaler Teatime Tasties. Asked whether Kitwave was planning more takeovers, Paul Young replied: “As and when opportunities arise”. Tel: Kitwave Wholesale Group 0191-259 2277.
Registrations are being invited for Pro-retail, the annual retail trade show organised by Palmer & Harvey which is now in its 32nd year. The event, at the usual venue, the International Centre in Telford, is being held on 13 and 14 May. It will feature more than 200 major suppliers, including Unilever, Coca-Cola, Mondelez, PepsiCo and Mars. Free to all visitors, the show has the theme ‘Right Up Your High Street’, with the emphasis on pricing, products and promotions. Tel: Palmer & Harvey (01273) 222100.
Regional focus Burton’s Biscuit Company has created a regional VIP (value and impulse) sales team focusing on national customers that have regional offices and depots, as well as regionally-based operators across the retail, cash & carry, foodservice and delivered wholesale channels. “This increased focus and resource highlights the
dynamics of the £2.4bn biscuits category in which more people are using their local stores for a weekly top-up,” said Jo Harwood, director of VIP and new channels. Additional support is being provided by Reach, the field sales team for the C&C channel. Tel: Burton’s Biscuit Co (01727) 899700.
Wine starting at £4 SPAR’s fifth annual wine festival, which runs until 7 May, features bottles with rsps starting at £4. Over 80 deals are available on SPAR label varieties,
the symbol’s Exclusives range and branded lines. The event is being supported by the group’s national TV campaign this month. Tel: SPAR UK 020-426 3690.
• Cash & Carry Management • April 2014
Winner Robert Hall (centre) with runner-up Princia Fernandez (right) and third-placed Joshua Anderson.
Robert Hall, 24, who works at the House of Commons, won this year’s Wing Yip Oriental Cookery Young Chef of the Year competition. He triumphed after defeating 15 other young hopefuls in a Masterchefstyle cook-off at University College, Birmingham. As well as the award, Hall won a trip to Hong Kong. The cookery competition was open to aspiring chefs and catering students
between the ages of 18 and 25. Wing Yip, chairman of the ethnic foods specialist, said: “For the second year running I have been extremely impressed by the level of culinary expertise demonstrated by the chefs. “This competition really is a celebration of both quality Oriental cuisine and the creative flair we have coming through in the UK.” Tel: Wing Yip 0121-327 6618.
Bottled water is the clear winner Last year was the greatest-ever
Category growth of 12.5% 1
Bottled water continues to enjoy growth
for the bottled water category in the UK, growing £94 million over 1 the 12 months and increasing in value to over £830m . A s the fastest-growing sub category in the soft drinks market across convenience and impulse channels, bottled water is a lucrative proposition for convenience stores. The impulsive nature of purchases, coupled with the fact people are shopping more often, and undertaking top-up shops to manage their outgoings, means retailers are well placed to benefit from the phenomenal growth that has been enjoyed by bottled water.
While the heatwave of 2013’s summer had an unequivocal impact on bottled water sales, consumers have continued their commitment to the category even as the weather has cooled. Growth figures of 12.5% value sales in the four-week period from November — December 2013 suggest that the sales success enjoyed by the category is set to continue and increase in 2014. With new shoppers entering the bottled water category, our consumer research and insights tell us that they are driven by the convenience that bottled water offers, a desire for the health benefits of drinking more water, as well as adhering to the ‘healthy hydration’ messages*. With that in mind, it’s clearer than ever that convenience retailers should focus on their bottled water offering. Flavoured water also grew by 15% last year over the same period in 2012. Although this growth is coming from a much smaller base than plain water, it is important.2
Top 10 category management tips 1
Provide shoppers with a range of ‘Good’, ‘Better,’ and ‘Best’ bottled water brands to offer them a wide choice of brands and value
50cl, 75cl and 1L are the must-stock variants and where space allows 1.5L should also be stocked in the chiller for top-up missions
Water should be clearly segmented: still, sparkling and flavoured
A branded sparkling option should be available in every store
Display ambient small multipacks such as Buxton 4 x 50cl in addition to the core chiller range
Display units and secondary displays can drive visibility and ensure availability of bottled water in store
Make the layout easy for shoppers to navigate quickly. Shoppers spend only a short amount of time in the water section
Water should be given 20% of the total soft drinks space in front-of-store chillers
Position secondary display units and stands next to newspapers and confectionery to drive impulse sales
Display stands ensure availability in the summer and put water in shoppers’ minds during cooler months
* Consume at least 2.0L of water (from all sources) per day as part of a varied and balanced diet and a healthy life style.
1. IRI, 52 w/e, 28/12/13, total market
2. IRI, 52 w/e, 28/12/13, total market, value sales
is the r e t a w d le t • Bot t-growing sub- 1 fastes ft drinks o s in y r o categ .1 bottled o N ’s ld r o • W brand2 water attractive in le b a il a v • A lse pack formats impu sports cap L 1 d n a l c 50
1. IRI, 52 w/e 1/3/14, volume and value sales 2. Zenith International, 2013, volume and value sales
UP K ! OC W ST NO
Pure refreshment to refresh your profits!
Confidence of youth pays off This month’s article features Greg Suszczenia, trading director of AG Parfett & Sons. What has been the major milestone or turning point of your career? When Parfetts bought Watson’s Cash & Carry in Halifax in 1998 and I went in as the general manager and sole change agent. Here I learnt the importance of team creation and that you can’t achieve change of this scale on your own. It was classic deep-end stuff and the hardest thing I have done (also hampered by my own inexperience at the time). However, youthful confidence carried me through, and the business too. To this day I love visiting that branch. Who has been the biggest inspiration to you? By far and away my father. He is 94 years old, was born in post World War One rural Poland, sent to Siberia at the age 22 and never saw his father again. He fought in World War Two and was injured three times, and was a refugee at the end of the war. He began a new life in England and worked as a market trader until the age of 89. He has four children and 12 grandchildren, speaks a number of languages, is very well read and had a lasting marriage...I really could go on but, as you can see, he is impossible to live up to. How do you maintain a work/life balance and how have developments in technology affected this? I commit fully to work during the week, staying away a couple of nights, but then commit fully to my family at weekends. Switching to Apple at work a number of years ago revolutionised my working life and allows me to function
Wholesaler to retailer and back Greg Suszczenia was awarded a BA in Business Administration from North London University. While he was a student, he had various part-time jobs, from working at London Zoo to being a steward for Millwall football club. After graduating, he became a buyer for M6 Cash & Carry in Hull and Bradford before joining Parfetts, where he progressed from buyer to general manager in the first instance. Suszczenia left the company 10 years ago to set up a couple of retail shops with his wife, Bev, who still runs them. However, six years ago, when Parfetts became employee owned, he returned to take on his existing role of trading director.
reasonably effectively wherever I have to be. Having said that, while it keeps me abreast and problems at bay, I still get the most ‘real’ work done at the office. The fact that my phone, iPad and office computer seamlessly update one another is perfect: my wife and I even share the same Outlook calendar, which also keeps me up to date with my private life commitments. What most frustrates you in business (and in life generally)? Some people’s inability to move on, adapt to change and develop the next generation. I realise that resistance to change and modernity, in work or life in general, is actually an individual not coming to terms with their own ageing process. If you were able to retire tomorrow, would you, and if so, how would you spend your time? I enjoy work but have already dedicated a large portion of my little spell on earth to it, so yes I would retire. I would spend time around Europe, in a motorhome and in hotels, on a bicycle or skis, with my wife and wine! What advice would you give someone starting his/her first job? Expect reward for what you have done, not what you might do. What type of business would you have gone into if it wasn’t C&C/wholesale? I would love to make a living from something I have a passion for, such as a cycling café/off licence or an independent cinema or an interesting city pub with a small concert venue.
Greg Suszczenia with his wife Bev and children Mike and Kris.
• Cash & Carry Management • April 2014
If you had a million pounds to invest in business, how would you spend the money? On the above, with plenty in reserve, so I would never need to approach a bank for improvement or expansion.
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Multi-faceted expansion New equipment, extended ranges and a retail club are part of a London firm’s major development programme. North London operator Abra Wholesale, which recently signed up with Landmark Wholesale after eight years as a Today’s Group member (Cash & Carry Management: November 2013), has launched a series of projects that are
likely to take its turnover well beyond the present £35m. After doubling the size of its premises when it moved to a 75,000 sq ft building in Edmonton two years ago, it is now constructing a 25 sq metre dairy room at its site. It has also added new freezers, increased its licensed and confectionery ranges, recruited a buying manager and launched its own retail club. Managing director Dee Thaya says: “We only started selling chilled products less than a year ago and have been
The management team, including managing director Dee Thaya (third left) and retail development manager Alan Foley (far left).
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TEXT MAYFAIR TO 88080 TERMS & CONDITIONS: 1.The promotion is open only to independent retailers based in the United Kingdom who are responsible for making decisions regarding the purchase of tobacco products for a business and are aged 18 years or over. It is not open to members of the general public, employees of the Promoter and their families, the Promoter’s agencies or their employees or anyone else professionally associated with the promotion. Entrants should ensure that they have their employer's or senior manager's permission to participate and must have permission from the business proprietor to claim. 2.No purchase is necessary to take part in the promotion. 3.There are 150 outers of Mayfair King Size or Mayfair Smooth cigarettes to be won. Each winner shall receive one outer of either Mayfair King Size or Mayfair Smooth selected at random. 4.To enter please text MAYFAIR to 88080 (shortcode). Texts cost one standard rate text message or are part of your free text bundle. Texts received from 88080 are free of charge. 5.The promotion begins at midnight on 4th March 2014 and closes at midnight on 30th April 2014. 6.Limit of one entry per mobile number per day to any of the shortcodes. Maximum one prize per store. Entrants who do not give correct details or those who make an entry on someone else’s behalf will be disqualified. 7.The prize draw will be held at 10am on 1st May 2014 GMT. All valid entries received at that time and date will be entered into the prize draw. 8.For full terms & conditions please contact the Gallaher customer care line on 0800 163 503. 9. Promoter: Gallaher Limited, Members Hill, Brooklands Road, Weybridge, Surrey, KT13 0QU.
16 Cash & Carry Management 2014 Tobacco smugglers stealing your business? If so, April contact: Customs Hotline 0800 www.cashandcarrymanagement.co.uk 59 5000
in focus steadily increasing the range, hence the installation of the dairy room. And in frozen we now have 11 new 2.5m jumbo chest freezers. These developments have cost us more than £60,000.” Alcohol was introduced by the 11-year-old company just two years ago; now it accounts for sales of £5m – a figure that is growing rapidly. In confectionery, in addition to major suppliers such as Nestlé, Mondelez and Mars, the operator sells products from Turkish manufacturers, reflecting the ethnic mix of its business. The C&C/wholesaler also sets itself aside from others by offering customers half outers of its core tobacco and cigarettes range. Abra Wholesale’s new buying manager, responsible for a team covering all categories, is Aly Anjum, previously with Bestway Group as chief negotiator for own-label at the company’s head office in north-west London. Although Landmark Wholesale offers retail customers the availability of its Lifestyle fascia, Abra has launched its own retail membership scheme under the name of Arc (Abra Retail Club). The first member was Arnos Food & Wine in north London and, since then, 80 more have enrolled. “We expect to have 100 by the end of June,” says Thaya. “Those wanting to join must be c-stores with a minimum of 800 sq ft, selling alcohol, tobacco, soft drinks, confectionery and snacks. They must also comply with our promotional activity and use us for at least 10% of their spending.”
AVAILABLE IN ALL VARIANTS www.cashandcarrymanagement.co.uk
Foley and Thaya discuss details of Abra’s next promotion.
While most of Abra’s turnover comes from C&C trading, the company derives 10% of its takings from its delivered service, using three vehicles to make drops. Says Thaya: “This year we are planning to increase that, through our new telesales department and the recruitment of business development managers.” Reflecting on the benefits brought about since joining Landmark, he comments: “It was willing to support our growth in alcohol. Additionally, its well-established own-label products, Lifestyle fascia stores and retail club have brought added advantages. “Landmark is a very supportive, transparent and wellfocused buying group and its team have been tremendously helpful to us.”
A MODERN EXPRESSION OF QUALITY
Cash & Carry Management
• April 2014• 17
NPD is Hei on the agenda Innovations, both in lager and cider, are having a major say in Heineken’s UK business. Since establishing itself as an Amsterdam-based brewer 150 the off-trade) is claimed to be the No.1 selling lager in this years ago, Heineken has come a long way, not just segment. Once again this year the brand features a comedy geographically, but also in terms of its array of brands. theme for its advertising. While the eponymous lager remains its prime identity, There is also more encouragement behind Kronenbourg many other labels have been added, mainly through the 1664, which in recent times has struggled for growth. £7.8bn acquisition (with Carlsberg) of Scottish & Newcastle However, last year both volume and value were up by 12%. in 2008. That gave it control of leading cider maker HP Another leading brand in the Heineken stable is John Bulmer, which five years earlier had been purchased by S&N. Smith’s – ‘stable’ being the operative word, as the beer brand Other beer labels include Foster’s, Desperados and continues its sponsorship of horse racing. One million pints Kronenbourg 1664. Strongbow is the major cider brand. a day of John Smith’s are purchased in the off-trade. In the UK, Heineken’s 2,000 staff are scattered among Cider (the total category is worth over £987m in the the headquarters in Edinburgh and other sites in London, off-trade and is growing by 11%) accounts for 40% of Livingston, Tadcaster, Manchester, Hereford and Ledbury. Heineken’s turnover. Value sales of its cider brands rose by While the business derives the majority of its UK sales 23% last year, and further growth is expected to come in through the retail multiples – 2014 with the launch of around 60% – the sizeable rest Strongbow Citrus Edge with a comes from business conlemon & lime combination ducted with the C&C/whole(rsp £2). It is being supported sale channel and convenience by a budget of £5m. stores. Other innovations include The supplier, whose sales Bulmers Five Fruit Harvest rose by 8.6% in value last year and Indian Summer (2.8% and 4.3% in volume, also abv). The rsp is £2.19. In addiowns, through its Star Pubs & tion to a weighty advertising Bars division, around 1,250 schedule, the newcomers, in public houses. 568ml bottles, are being introQuantifying the contribuduced to two million contion made by the C&C/wholesumers through a sampling sale sector, Dan Robinson, programme. trading director, wholesale & Yet another new cider convenience, says: “It repredrink is Old Mout, which sents about 40% of our UK comes in three styles – kiwi & off-trade sales and nearly lemon, passionfruit & apple 25% of our total domestic and summer berries – all in business. 500ml bottles. “C&C/wholesale and conThe brand is already well venience are channels where established in New Zealand, our innovations are well where it is the country’s No.1 received. We are committed packaged cider. to ensuring that independents A £3m introductory are equipped to position budget has been set aside for Dan Robinson: ‘C&C/wholesale and convenience themselves competitively the product. The rsp ranges represents about 40% of our off-trade sales.’ against the multipes.” from £2 to £2.50. NPD is a major thrust in Explaining the reasoning Heineken’s marketing strategy, acknowledging that last year behind the launch, Robinson says: “The ‘world cider’ market in the beer trade 16% of turnover was generated by products is the fastest-growing cider sub-category, increasing in size introduced over the previous three years. That percentage is by nearly four times in the past year. Old Mout taps into this even bigger in cider – nearly 22%. demand. It’s a new flavoured cider with heritage.” This year the company is spending heavily on marketing. Yet more newcomers this year are extensions to the That includes Strongbow’s £20m, which is claimed to be a Foster’s Radler ‘moderation’ range, valued at £9m, which budget three times that of its nearest competitive brand. It now includes lime & ginger (2% abv) and zero % varieties, as will certainly stimulate a market in which sales rose by only well as lemon. Some £6m is being channelled into the drink, a small percentage last year. Conversely, beer rose by 27%. which comes in 300ml bottles and 440ml cans. All data IRI. Foster’s (800 pints a minute are said to be consumed in
• Cash & Carry Management • April 2014
Available now. New £1 price marked packs.
Great value on the go. Plain packs also available. Stock up now! PMP - Price Marked Packs, £1 now available in 500ml Coca-Cola, Diet Coke & Coke Zero. © 2014 The Coca-Cola Company. ‘Coca-Cola’, ‘Coca-Cola Zero’ and the design of the contour bottle are registered trademarks of The Coca-Cola Company.
Obesity in the workplace Human resources expert Cate Ritchie (right) advises employers on creating a safe, usable work environment. Obesity is on the rise. It is a problem not only for those afflicted, but also for their employers, healthcare workers, equipment and vehicle designers, and the economy as a whole. Between 1993 and 2011, the proportion of obese UK adults increased from 13% to 24% for men, and from 16% to 26% for women. This is not merely a matter of ageing: one in five children aged 10–11 years, and one in 10 aged 4–5 years, is obese. In the workplace, discrimination may occur during recruitment, promotion, remuneration and termination, and may affect women more than men. The increasing likelihood of encountering an obese worker in need of assistance should be reflected by moving and handling training. Those at risk of handling injuries must be provided with equipment fit for purpose in respect of the environment (including restricted work spaces) and potential weights encountered. Providing such equipment is one thing, ensuring its use is another. Logically, the accommodation of obese workers may be considered in terms of: weight loading – especially seating, patient lifting aids clearance – both static and dynamic fit – including the provision of adequate support reach – including upper and lower limbs. Carefully addressing each of these considerations will improve the likelihood of creating a safe, usable work environment.
• • • •
Weight loading It is essential to ensure that seating is capable of safely supporting the obese user. Furniture manufacturers may build products to satisfy performance standards, a list of which is available via the Furniture Industry Research Association (FIRA). Combined British and European Standards exist which require that an office task chair is safe for use by persons weighing up to 110kg, for up to eight hours per day. Clearance Ensuring that a worker can gain unimpeded access to a task – and be able to move when performing the task – necessitates providing sufficient clearance. Based on the assumption that around a quarter of all employees are (or will be) obese, a significant proportion of the workforce have aboveaverage abdominal depth, hip breadth, gluteal mass, thigh thickness, or hand-arm dimensions. The obese worker commonly encounters pinch points for the abdomen, thighs and upper extremities. People who are ‘abdominally obese’ (ie ‘pot-bellied’ or ‘beer-bellied’), without being obese in terms of BMI, can also encounter insufficient abdominal clearance, as can pregnant women.
• Cash & Carry Management • April 2014
Fit Obese workers require equipment that ‘fits’ them. For task seating, for example, the provision of armrests that afford support, far enough forward of the backrest, will increase the comfort of the seated worker. Abdominal depth (the depth from the back to the front of the torso) can exceed 35cm in obese people. Many seating suppliers now offer armrests with pads that slide forwards or backwards. The key is to measure the user, providing a chair based on his or her dimensions, as well as being safe for his or her weight. The chair should fit optimally in terms of: seat width, depth and height backrest width and height (including lumbar support height and depth) armrest width, depth and height. Work clothing and other personal protective equipment (PPE) must also fit the user, regardless of his or her dimensions. No obese worker should be permitted to engage in any hazardous activity for which PPE would ordinarily be used by a non-obese person, and which functions suboptimally or cannot be worn by the obese worker.
• • •
Reach Functional reach may be less for obese workers. Working heights and the distance to controls and work objects should allow for the obese worker. Stooping capacity may be significantly reduced by abdominal depth, so that the task might need to be designed to reduce such postures which are, in any case, rarely advisable regardless of BMI. If you wish to talk to Cate about any HR issue, including health & safety or occupational health, contact her at email@example.com or phone (0792) 121 3890.
• £5m BRAND INVESTMENT • ON TV FROM MAY Contact us on 01204 664 295 Source *: Nielsen Scantrack, Vol Sales, MAT to 01.03.14, Total Impulse
High expectations Home cooking is on the up, and consumers are demanding healthy, quality ingredients that they can trust.
“With consumers making more conscious eating decisions, such as replacing butters with healthier spread options, it has never been more important for wholesalers to keep up to date with current trends and offer suitable products to operators for both back and front-of-house service,” maintains Grace Keenan, brand manager for Kerrymaid. Kerrymaid believes that understanding customers’ needs is essential for effective category management. And to help wholesalers achieve this, the food company has redefined the spreads category based on what matters to caterers, conducting independent research in order to fully understand their requirements. Caterers confirmed that the most important factors when buying dairy were consistency, taste profile and value for money. Kerrymaid Buttery is a new multi-purpose spread suitable for spreading, baking and cooking, with the taste of Irish butter. For caterers with more precise demands, there’s the lighter Soft & Spreadable with only 30% fat, as well as Premium Baking, made specifically for cakes, pastries and pies with 75% vegetable fat. Kerrymaid Mini Portions are individual 10g spread pats, designed for front-of-house use. In a consumer taste test, Kerrymaid Mini Portions were pitted against butter portions where, on average, one portion of Kerrymaid was opened for a single slice of toast, versus two portions of butter. Almost 70% more consumers were satisfied with a single portion of Kerrymaid over a single butter pat. Findings showed that chefs who use a single spread require a high-quality product that performs well in multiple applications, is convenient and time-effective, and saves space in the fridge. The Kerrymaid range for chefs includes spreads, slices, grated, pizza grate, double, single and whipping cream alternatives and custard. Every product is endorsed by the Craft Guild of Chefs.
• Cash & Carry Management • April 2014
The butter, spreads & margarine category has seen a rise in consumers moving towards more natural products, according to Arla Foods, which produces Lurpak and Anchor butters. “More consumers are now following an ‘everything in moderation’ approach and are taking a more holistic view on health,” explains business unit director Stuart Ibberson. “Rather than just counting calories or looking at the saturated fat content, they’re now paying more attention to exactly what is included in a product. As a result, many consumers are now switching to the more natural and taste-led sectors, such as spreadables and block butter, because they trust these products more.” Another trend that’s gained momentum over the last few years is scratch cooking and home baking, which has been prompted by the growing number of TV cooking programmes as well as consumers’ desire to save money. Top-up or impulse purchases of butters and spreads in convenience and independent stores are often down to forgotten baking ingredients, so it’s important for wholesalers and retailers to stock up accordingly.
Naturally good Flora, the number one spread brand from Unilever (IRI), has undertaken a £12m marketing campaign and rebranding exercise aimed at driving value growth back into the butters and spreads category. The campaign highlights the taste of Flora and sees the return of the iconic Flora sunflower, modernised for today’s
shopper, to remind consumers of the natural goodness of sunflowers found throughout the Flora range. Flora delivered sales of £180m in the last year and has over 50% penetration in UK households.
For further information: Arla Foods 0113-382 7000 Kerrymaid (0800) 783 4321 Unilever (01372) 945000
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An assortment of opportunities While innovation is key to boosting the confectionery market, ultimately consumers want value for money. Along with special occasions, the ‘big night in’ is still a lucrative trend.
The UK confectionery market is worth nearly £4.8bn and continues to grow. Chocolate confectionery, the largest sector at over £3.6bn, is driving growth thanks to new product development and the rise of ‘night in’ sharing occasions. Mondelez International leads the chocolate market, accounting for 37.4% of value sales. Cadbury brands make up 34.8% of the chocolate single eats segment. Over the past year the company has invested in new product development for both chocolate and sugar confectionery. Most recently, and following the success of Cadbury Dairy Milk Marvellous Creations, the company has introduced a new flavour, Banana Caramel Crisp, and Marvellous Mix Ups – its first product in the bitesize segment. Banana Caramel Crisp features banana candy, caramel cubes and crispy pieces in a 47g bar (rsp 61p) and a 200g bar (rsp £2.49). Marvellous Mix Ups bags bring together combinations of family favourites in two variants – Oreo and Maynards – both with Cadbury Buttons. The rsp is £2.13 per bag (110g for Oreo, 124g for Maynards). Cadbury Dairy Milk Marvellous Creations is now worth £49.7 million (Nielsen) and generating 49% incremental sales in the category (Kantar). When launched last year, the brand achieved £20 million in its first 12 weeks (Nielsen), making it the biggest chocolate launch in the last three years. The Marvellous Creations range will be supported by a
• Cash & Carry Management • April 2014
£4.5 million marketing investment this year, including TV, outdoor, PR, digital, sampling and instore activation. Another recent innovation from Mondelez is Cadbury Eclairs Velvets, a ‘soft’ variant with a caramel and chocolate centre encased in Cadbury milk chocolate. Available in 151g sharing bags with an rsp of £1.99, the product aims to attract new and younger consumers to the brand. The launch is backed by a £2m marketing investment, including TV, outdoor, PoS, digital and sampling activities. Susan Nash, trade communication manager at Mondelez, reminds the trade that confectionery purchases are highly impulsive and so visibility is key. “In retail, 68% of customers do not see confectionery while in store, but of those that do, 80% go on to purchase (Cadbury research). The same principles can be applied to catering outlets.” She adds: “Countlines continue to play an important role in confectionery as it is the highest penetration format that is bought most regularly (Kantar). Mondelez International is driving the market with new product development like Cadbury Dairy Milk Marvellous Creations and Cadbury Crispello.” Snacking categories in the evening combine to make a value of £6.1bn, and 79% of spend on evening snacks is for the ‘take-home’ mission. Chocolate is the biggest category by value in the evening, followed by biscuits, crisps, fruit, and sugar, mint and gum (Kantar).
confectionery Mondelez International has launched an on-pack promotion across a range of brands including Cadbury Crunchie, Wispa, Double Decker and Starbar. By unwrapping a pink foilcovered Cadbury bar, 30 consumers will win a handmade Cadbury chocolate sculpture of whatever it is that brings them joy, plus a ‘joyful surprise’ worth up to £5,000. In addition, one in eight promotional packs will win a free chocolate bar – including recent Cadbury launches like Freddo Faces, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Lu and Ritz. The launch is being supported by a £3m UK marketing investment, including PR, digital and social activation, out-ofhome close-to-stores activity, and PoS. The promotion follows the success of ‘Unwrap Gold’ in 2013, which generated one million online entries. It drove incremental sales of £9m, brought 400,000 new shoppers to the category and persuaded existing shoppers to spend an additional £1.14 each on Cadbury products (Kantar). Independent retailers saw an uplift of 25% during the promotion.
‘We try to help wholesalers by listening to the retail market and giving them what they need’ Susan Nash, Mondelez International trade communications manager Marketing director Matthew Williams says: “Winning what brings you joy made out of chocolate is an on-pack mechanic with wide appeal. We’re tapping into consumer trends for personalisation and the desire for once-in-alifetime experiences, and we hope this will get customers to increase their confectionery spend.” Cadbury Dairy Milk brought further cross-category innovation to the market with the launch of Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz. This introduced two new flavour combinations to the category. Also new are Maynards Discovery Patch Animals, which comprise fruit-flavour jelly and foam sweets in animal shapes. Cadbury Dairy Milk with Oreo and Cadbury Dairy Milk with Daim are now in price-marked packs with an rsp of £1.29. One-third of shoppers describe clarity and transparency as the major benefit of PMPs (IGD ShopperVista). Nash concludes: “We continuously try to help wholesalers by listening to the retail market and giving them what they need. In our recent Cadbury Dairy Milk Marvellous Creations launch, we offered depots pre-filled display units that retailers could purchase to help them drive sales in-store. We also introduced trial prices and smaller case sizes to encourage retailer trials.”
• Cash & Carry Management • April 2014
confectionery Premium treats Ferrero Rocher is outperforming the chocolate market, growing by 13.5% in impulse. “2013 has been a very successful year for Ferrero,” says customer development director Levi Boorer, “and we have continued to invest heavily in our brands to drive value and growth into the category.” Sales of the Ferrero Collection 16-pack, which now includes Raffaello chocolates, are up by 51.2%. Kinder Surprise is currently growing ahead of the children’s chocolate category and last year launched limitededition Kinder Surprise Pink and Blue. Each colour features a different branded toy, including Fashion Dolls, Sprinty, Disney Princesses, Marvel, Hot Wheels and Barbie. Kinder Bueno sits in the middle of two broad sections of the £1bn countlines category: pleasure and hunger fill. “Kinder Bueno has had an exceptional year, outperforming the countlines category with 9% growth,” comments Boorer. “This year’s success demonstrates that although consumers are often intrigued by newly launched products, there is also huge value that can be unlocked from established brands, like Kinder Bueno – our Classic bar is the number six single countline – if they are given the right support.” Within impulse, the unit rate of sale for Kinder Bueno’s variants doubles if the White and Classic are stocked alongside each other, along with secondary siting (Ferrero in-store market test).
Ferrero is one of just two manufacturers driving doubledigit growth in boxed confectionery, and as the number one classic boxed brand, offers consumers a premium treat at an affordable price. Uncertainty in the economy means consumers continue to try to save money by indulging in affordable luxuries at home during special nights in, rather than going out. Shoppers are trading up from lower value sectors of confectionery like twistwraps to more premium boxed chocolates like Ferrero Rocher. The prevalence of price-marking continues to increase and has doubled year on year. Rate of sale on a PMP can be 200-300% more than on a standard variant in chocolate confectionery, so can have a significant impact on sales.
Cash & Carry Management
• April 2014• 27
confectionery Research shows that 44% of consumers are encouraged to switch from a preferred brand to a new brand as a result of a price-marking. Ferrero regularly makes pricemarked packs available on Kinder Bueno and Kinder Chocolate single bars. In blind taste tests Ferrero outperformed competitors in terms of taste appeal, with 79% of consumers strongly enjoying the product (MMR). Ferrero is working with retailers to help them successfully execute in-store displays and recently invested substantially in tailored gold PoS impulse solutions that help drive sales and value into the confectionery category. All data: Nielsen unless otherwise stated.
BUYER’S VIEW FROM HQ Steve Hadley, senior trading controller at Blakemore Wholesale, says: “With 11 months of our financial year gone, we are up 8% year on year in confectionery on a like-for-like basis, and up 31% if we include new business. We have put a lot of effort into our retail club promotions and really benefited from this. “Looking at the prospects for summer, this is very much down to the suppliers and how seriously they intend to tackle grey market pricing, and how seriously they take the wholesale channel versus the other routes to market. We have a very strong agenda for growth and we would like to think that the suppliers will join us on this journey. “The trend at the moment is very much away from standard bars of chocolate – they are just not offering value for money versus the large blocks and the really aggressive multiple packs that are abundant at ’4 for £1’. “In the main, new product development has struggled in the last year as customers have stayed with the safe bets rather than take risks with unknown products. “We have had great success with large blocks and pouches, primarily the ones that can be retailed for £1. They have given our customers the opportunity to offer value. I am concerned about the future of standard bars; suppliers need to take action now before the downward trend becomes too steep. “Mondelez International have really supported our retail club promotions. They acknowledge that we need a more level playing field and are going in the right direction in terms of their proposals. “Confectionery is running at circa 10% of our mix, firmly in the top three categories of our business, so it is a very important part of what we do. However, with the depth of customer range that we supply, it is vital that we look to grow all categories within the business.”
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Fun-fectionery Gums and jellies form the largest category in the children’s sugar confectionery market with a share of 49.2%. The category has outperformed total confectionery by growing at 8.3% and is valued at £455m. Squashies is a new gum range from Swizzels Matlow that sees iconic brands like Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers transformed into a softer gum version. The range is available in a countline and hanging bag format as well as in £1 PMPs. The confectionery company has also collaborated with the soft drink Vimto to create a new range that includes Vimto Drinx – packs filled with bottle and can-shaped Vimto flavoured gummies. Vimto Drinx are priced at 45p per 45g bag. The latest addition to the Refreshers brand is Refreshers Rope: a fizzy, lemon-flavoured gummy rope with a sherbet centre. Swizzels Matlow has also unveiled a 10p range that comprises a number of iconic brands with a fresh new look, including Drumsticks, New Refreshers, Fun Gums, Wine Gummies, fizzy Wine Gummies and Rainbow Drops and Straws. Love Hearts is celebrating its 60th birthday with an onpack competition inviting consumers to design their own Love Hearts message. Winners will be invited to a VIP tour of the factory to see their very own Love Heart being made. The variety pack sector is worth over £27m and growing at 40% year on year. Swizzels Matlow has the top 10 variety bags. All data: Nielsen.
Shopping trends According to Cloetta, the market for chewy sweets is buoyant and defies the sugar category trend of only value growth, as it is also in volume growth. Chewy sweets are worth £135m, growing by 7% in value and 3% in volume in comparison to this time last year. Another growing trend is share bags, which represent over half of the sugar confectionery category (Nielsen). Similar to chocolate, sugar consumers
Autumn Pink & Blue campaign delivered 60% growth*
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NEW limited edition toys
A TREAT FOR THE IMAGINATION *Nielsen Scantrack. Total Coverage, Sep-Dec’13 - Sprinty-Fashion Dolls campaign, Value % change vs YA
confectionery respond well to flavour and sensory confectionery, and Chewits Xtreme Sour Apple and Tutti Frutti are performing well. These Xtreme products attract an older audience (11-14 year-olds) in comparison to Chewits stick packs, which are favoured by a younger demographic (5-10 year-olds). A current trend is the growing popularity of price-marked packs. For retailers, PMPs are critical in achieving positive price perceptions in-store, and 48% of consumers believe PMPs would encourage them to switch brands (him!).
Fuel brand Nestlé Confectionery has introduced a peanut Lion chocolate bar exclusively for the wholesale and convenience channel. The new variant contains a combination of wafer, caramel, cereals and peanuts wrapped in milk chocolate and is free from artificial colours, flavours and preservatives.
The Lion brand sits within the ‘hunger need’ state and is predominantly consumed by men (66%) aged between 25-34 year olds. Considered a fuel brand, the launch also capitalises on the trend for nut-based confectionery, which has seen long-term growth in consumption, up by 18% (Kantar). Each bar has an rsp of 41p and is packed in a 24-count outer. Senior corporate communications manager James Maxton says: “Not only is the bar itself priced to encourage both trial and repeat purchase from shoppers, but the smaller count outer has also been designed to appeal to smaller retailers, making it more accessible for them to trial the product. “To maximise sales from launch, retailers should be sure to utilise the eye-catching display outer and site where shoppers cannot miss it.” The Lion bar is worth £10m within the singles confectionery category (IRI).
bolder logo, providing optimum standout on shelf. The NPD will also benefit from the brand’s current TV ad creative that stars American singer Michael Bolton. Matt Austin, confections business unit director, says: “The launch is expected to deliver incremental sales to the confectionery category and is already a proven success in
‘The launch of Starburst FaveReds is expected to deliver incremental sales to the confectionery category’ Matt Austin, Wrigley confections business unit director markets such as the US, where Starburst FaveReds has delivered outstanding results and is currently the second bestselling sku in the Starburst range. “We expect sales in the UK to replicate this achievement and cement our status as one of the UK’s largest confectionery brands.” Skittles Wild Berry has been launched across all channels backed by a £10m through-the-line marketing campaign, comprising in-store and digital activity, sampling and a new TV ad. Combining raspberry, strawberry, wild cherry, berry punch and melon berry flavours, Skittles Wild Berry is available in a 55g single bag (49p) and a 174g sharing pouch (£1.28). Austin adds: “Never one to rest on our laurels, we’re confident that Skittles Wild Berry will capture the attention of a new generation of Skittles lovers, broadening brand appeal to a wider age demographic and ultimately creating additional sales opportunities for retailers.”
Favourite flavours Wrigley has added Starburst FaveReds to its confectionery portfolio. The launch is supported in-store, outdoor, online and on TV, forming part of the brand’s new multi-million pound communication platform designed to show consumers just how ‘Unexplainably Juicy’ Starburst is. Starburst FaveReds brings together consumers’ ‘faveourite’ red flavours in one pack: strawberry, raspberry, cherry and red apple. Available in a 45g stick and 192g pouch, the new line is incremental to the Starburst range, which is currently valued at £23m and growing by 2.2% year on year. Starburst FaveReds is the first sku in the Starburst portfolio to feature the new pack design, which includes a bigger,
• Cash & Carry Management • April 2014
Skittles is currently the bestselling singles brand in the UK with a pack sold every second. All data: Nielsen unless otherwise stated.
Bitesize addition Twix Mix from Mars Chocolate UK is now available in a new single format, expanding the brand’s bitesize range. Carrie Martin, retail excellence director, says: “The launch of Twix Mix represents the perfect collaboration of a muchloved brand with the bestselling bitesize trend, reinvigorating a long loved product in a fresh new way to suit the everchanging needs of consumers.” The Twix Mix shareable pouch has brought new
Standard packs also available
Limited Edition yellow, green and blue M&M’s®, with compelling on-pack promotion M&M’s® is the fastest growing Bitesize brand in the UK* Heavy-weight advertising support, with new TV ad and £7.4m all year round investment
Source: *IRI MAT Aug 2013
TM/® M&M’s and the M&M’s characters are registered trademarks. © Mars 2014.
confectionery shoppers to the category (Kantar) and ranks in the top four bitesize pouches in the first 12 weeks since its launch (IRI). Bitesize has proven to be a growth category for retailers over the last couple of years and is now worth £589m to the industry (SIG extended snack outlets). Maltesers has announced that it will be Britain’s Got Talent exclusive confectionery partner for 2014. As part of the arrangement, Maltesers has launched a limited-edition flash-marked pack featuring an exclusive promotion that gives consumers the opportunity to win a selection of prizes, including VIP tickets to Britain’s Got Talent live shows. According to a Mars spokesperson: “The bitesize category has taken off as more consumers switch that expensive big night out for a big night in with their friends and family. By pairing Britain’s Got Talent and Maltesers, we know that we can add something extra special to that important family time.” This summer M&M’s is creating a Rio carnival spirit with a Brazilian-themed campaign.
‘The bitesize category has taken off as more consumers switch that expensive big night out for a big night in with friends and family’ Mars spokesperson Showcased through limited-edition packs available for eight weeks, the campaign will see the world’s largest chocolate brand (Passport Brand Shares Stats) introduce M&M’s in the colours of the Brazilian flag – yellow, green and blue – as well as launch a UK giveaway. Consumers will have a chance to win one of four Brazilian-themed parties, as well as thousands of Brazilian party packs. Set in the Leicestershire countryside on a 13acre private estate, the ultimate party house will allow the winners, each accompanied by 19 of their friends and family, to spend a weekend in luxury. Retail excellence director Tony Lorman says: “We are
• Cash & Carry Management • April 2014
delighted to be launching the new campaign with M&M’s as Brazil’s party fever begins to hit the UK. As we saw during the Olympics and the Jubilee, these key occasions bring friends and families together and create more sharing moments. “Not only is M&M’s one of the UK’s most loved bitesize brands, the world’s number one brand (SIG grocery impulse) has enjoyed 6% growth globally in the last year (Passport Brand Shares Stats). “The M&M’s characters are the perfect choice to front this new campaign. Their colourful presence and lively personalities will bring a touch of the Brazilian spirit to households across the country.” The campaign will be supported by PoS material and a £1.7m TV media spend. Packs will be available in store from mid-May.
Traditional tastes Tangerine Confectionery has brought the flavours of daysgone-by to its sugar confectionery brand, Candyland, with the launch of the Old Town Gums range. After conducting consumer research and identifying a demand for traditional, sweet shop style products, the new Old Town Gums were developed using popular hard-boiled sweet flavours including Pear Drops, Rhubarb & Custards and Kola Kubes. The products are available in two pack sizes: a 160g sharing pack (rsp £1.39), and a 70g impulse bag (rsp 65p). The 70g bag will be added to the existing Candyland 2-for-£1 range. “Everything about these new products, from their
confectionery taste to their texture, has been intentionally developed around the original confectionery products found in traditional sweet shops, capitalising on the power of nostalgia and consumers’ demand for iconic, retro flavours,” senior brand manager Sarah Brown told Cash & Carry Management. “Additionally, the new products are gelatine free and suitable for vegetarians.” Candyland Wham products have grown by 20% year on year, and to take advantage of the popularity of chew products, the original Wham bars have been relaunched into an easier-to-consume format. Candyland Wham Cosmic Chews are individually wrapped chews in a stick-pack (36g, rsp 39p). Two of the top-selling children’s singles lines, Refreshers and Dip Dabs, have been combined to create a new sherbet product. The Refreshers Dip Dab (23g, rsp 39p) features raspberry-flavoured sherbet with a lemon, lime, orange and raspberry fizzy lollipop (flavours originally found in the traditional Refresher sweets). To capitalise on the chews market, which has seen a year-on-year value increase of 7.5%, Candyland launched Sour Raspberry Mini Chews (70g, rsp 65p). Brown concludes: “The addition of Candyland Wham Cosmic Chews and Sour Raspberry Mini Chews to our range demonstrates that, while we’re keen to meet consumer demand, we’re also focused on bringing innovative and revitalised products to the confectionery sector.”
and chocolate categories has been driven by the popularity of sharing pouches and multipacks,” points out Angus. The company reports that sales of the Hershey’s range have increased steadily as distribution spreads and people sample the flavours of Hershey’s Cookies ‘n’ Creme and Cookies ‘n’ Chocolate. The portfolio will be bolstered in 2014 with the introduction of snack-size ‘pillow’ bags, multipacks, drops and larger bars. “Hershey’s chocolate bars enjoy over 40% market share in the US, and our customers here in the UK have experienced wonderful growth from the entire range and keep asking for more products,” says Angus.
All data: Nielsen.
Creative confectionery Seasonal activity from Euro Food Brands included Reese’s Peanut Butter Pumpkin for Halloween and Reese’s Peanut Butter Snowman for Christmas. Following the success of these twists on the classic Reese’s Peanut Butter Cups, there was also the Reese’s Peanut Butter Heart box for Valentine’s Day and the Reese’s Peanut Butter Egg for Easter. “We are extremely excited to be adding more creative products to the successful Reese’s range,” brand manager Shane Angus told Cash & Carry Management. He added: “Having seen the Reese’s range grow over recent years, it is wonderful to be in a position where we can offer seasonal products and provide our loyal consumers with more choice.” Reese’s Peanut Butter Cups miniatures pouches and Reese’s Peanut Butter Cups multipacks are now also available from the company. “The growth in the confectionery
• Cash & Carry Management • April 2014
Family toffee makers Walker’s Nonsuch 150g bag options are available in eight varieties, including Liquorice, Nutty Brazil (Walker’s Nonsuch is the only manufacturer to use actual nibs of nuts), Banana Split Éclairs and Assorted Toffees & Chocolate Éclairs. Each toffee is wrapped in metallised waxed paper to ensure freshness. Shelf-ready boxes contain 12 bags. New to the portfolio, Walker’s Nonsuch Creamy Toffee 50g bars are packaged in bright wrappers featuring the message ‘Whack then unwrap and enjoy’. The bars retail from 40p each and are available in Yummy Banana, Dreamy Creamy, Lovely Liquorice, Tasty Treacle and Nutty Brazil varieties.
For further information: Cloetta (01452) 378 500 Euro Food Brands (01604) 821200 Ferrero Rocher (01923) 690300 Mars Chocolate (01844) 262517 Mondelez International (08702) 400861 Nestlé Confectionery 020-8686 3333 Swizzels Matlow (01663) 744144 Tangerine Confectionery (01977) 692500 Walker’s Nonsuch (01782) 321525 Wrigley (01752) 752094
Cider sales set to soar Fruity variants and lower-alcohol versions could redefine summer’s drinking occasions. Bulmers, the UK’s number one modern cider brand (total trade) from Heineken, has two new 2.8% abv fruit variants: Five Fruit Harvest and Indian Summer. Until now, the moderation category has largely focused on beer-based propositions, leaving cider options untapped. Heineken is committed to increasing consumer choice to help licensees realise the growth potential of lower-alcohol ciders. The two new variants have been created to appeal to 18-34 year-olds who enjoy experimenting with new taste combinations. Bulmers Cider Five Fruit Harvest is made with a blend of five late-harvest fruits: apple, pear, plum, quince and grape. Bulmers Cider Indian Summer features apples and a hint of ginger and cardamom. Both are available in 568ml single bottles. Managing director for off-trade Martin Porter says: “The new variants performed exceptionally well in consumer testing. We are confident they will be welcomed by shoppers who are currently unable to find a quality cider with a lower alcohol content that delivers maximum taste.” Bulmers is supported by a marketing investment that includes TV, outdoor and digital activity. Heineken has unveiled a new addition to its bestselling premium cider portfolio. Old Mout Cider is a 4% abv range of flavoured ciders created to appeal to young adult drinkers. Already New Zealand’s number one packaged cider brand, Old Mout Cider has been brought to the UK with plans to increase the value of the ‘world cider’ segment and drive sustainable category growth. Old Mout Cider is available in three flavours: Summer Berries, Passionfruit & Apple, and Kiwi & Lime. Heineken recommends that the range is stocked within the world cider segment and placed alongside other premium flavoured world ciders. New Strongbow Citrus Edge is a 4% abv classic cider cut with lemon and lime. Classic cider represents more than a third of total category value and is growing by 3%, largely driven by the Strongbow brand with an 83% value share (MAT). Strongbow Citrus Edge is available in a range of different pack formats including 500ml bottles, 4 x 440ml cans, 10 x 440ml cans and 4 x 500ml cans. The launch is supported by a £5m marketing campaign.
• Cash & Carry Management • April 2014
Summer fruits Independent Swedish cider brand Kopparberg has made Kopparberg Raspberry Cider a permanent fixture within its product portfolio. Brand manager Jodie Alliss explains: “Raspberry has been a popular variant in the on-trade for the last few summers and we’ve received really positive consumer feedback. “We’re very selective about the variants we add to our range, but such was the demand for Raspberry that we ramped up production for 2014 straight away. We’ve got it ready in time for spring so that drinkers can pour it over chunks of ice to enjoy the delicious refreshing taste as the weather improves.” The Kopparberg Cider range now includes five foundation variants – Mixed Fruit, Pear, Strawberry & Lime, Naked Apple and Raspberry – as well as the Eclectics variants, Elderflower & Lime and Cloudberry.
Raising awareness All of the key brands in the Westons Cider portfolio have shown growth over the past year. The main strategy for Stowford Press is to increase awareness and visibility in the market. Westons is investing £3.5m in the brand, which continues to sponsor the Gloucester Rugby team and is going into its third year as the official cider of England cricket. Westons Cider has two competitions running in the on-trade. The first is for drinkers of Henry Westons Vintage Cider and Vintage Perry who stand a chance of winning a trip to New Orleans. The second encourages consumers to collect caps or ring pulls from Stowford Press 500ml bottles and 440ml cans to claim up to four limited-edition branded pint glasses. Henry Westons Vintage Cider is also sponsoring the 2014 Cheltenham Jazz Festival.
For further information: Heineken 0131-528 1000 Kopparberg Cider (0560) 118 5623 Westons Cider (01531) 660233
• The UK’s No1 Cider brand* brings you Strongbow Citrus Edge, the ﬁrst Cider on the market cut with Lemon & Lime • From a brand with a track record of successful innovations; Strongbow Dark Fruit was the most successful alcoholic drink launch of 2013
STOCK UP NOW
Source: *IRI Total Store, MAT to 14th Sept, 13
Flavour and function The flavoured milk category is growing at 18% (IRI data 52 w/e 28 December 2013). New flavours and products with functional benefit are creating consumer interest.
for star performers, grabbing the attention of impulse buyers at fixture to grow sales through conversion rates. Make sure that the one in 10 shoppers visiting a convenience store for a grab-and-go purchase can quickly find what they want by increasing visibility on shelf through the use of branded PoS. And make sure you stock up on their favourites! 35% of shoppers stated they would leave the store if what they wanted is not on shelf.” All data: IRI unless otherwise stated.
Flavoured milk is in continued strong growth, with YAZOO from FrieslandCampina growing by 12.3% in value and 11.5% in volume year on year. YAZOO is brand leader in the independent convenience retail market, commanding a volume share of 64.9%. It enjoys double-digit value and volume growth year on year, and 14.3% of sales go through the cash & carry sector. A vanilla variant of Yazoo has been reintroduced as a limited edition. Since the end of last month, it has been available to the independent convenience market, and from 21 April, it will be on sale in most Asda superstores. FrieslandCampina reports that penetration of flavoured milk among on-the-go shoppers has risen by 6.2%, with value growth of 15.2% in the year to date. Vanilla flavours in particular have increased in volume by 29.2% over the last 52 weeks (Kantar). YAZOO Vanilla is being supported by a £1 million integrated marketing campaign and a fresh new packaging design for the whole range, highlighting the ‘goodness of milk’ message. The new variant joins chocolate, strawberry and banana in 200ml, 475ml and one-litre formats. Strawberry is the most popular flavour, selling 1.6 million litres in the last year, closely followed by chocolate (1.4 million litres). The 475ml format is available in a £1 price-marked pack as well as a standard pack. The Yazoo brand is worth £48 million per annum and is bought by over three million households every year (Kantar). It has the highest awareness among flavoured milk brands with young adults (83%) and mums (87%) (TNS). FrieslandCampina says that by siting flavoured milks at the front of store and in the dairy chiller (to meet different shopper missions), convenience retailers should expect to see sales more than double. The company suggests that C&C/wholesalers offer this advice to their independent retail customers. “Boost visibility
• Cash & Carry Management • April 2014
“Growing consumer demand for functional drinks presents a clear opportunity for wholesalers and retailers to generate additional profits,” insists Nyree Chambers, head of marketing at Enco Products, manufacturers of Nurishment, the UK’s best-selling nutritionally enriched milk drink. The company has three flavoured functional milk brands, each with their own benefits. Nurishment Original supplies consumers with much of the day-to-day goodness they need, including vitamins, minerals, calcium and as much as 20g of protein per pack. “As consumers’ lives become more hectic, they’re looking for more than just great taste from their food and drink – they’re also looking for products that will help to take care of their bodies,” says Chambers. “Nurishment meets this demand by helping to replenish consumers’ lost energy.” Brand loyalists continue to buy the iconic Nurishment Original cans, while Nurishment Extra, in a 310ml PET format, is ideal for drinking on the move and is attracting new consumers to the brand. The company has taken the brand into a growing sector with the introduction of Nurishment Active, an enriched milk drink specially formulated to help the body recover after exercise. Developed to help consumers “get back their spark”, lowfat Nurishment Active contains 35g of protein per pack plus a unique blend of 22 vitamins and minerals. “The soft drinks market is evolving, with interest in sporting activity at a high and consumers now seeking innovative, functional products which are specifically formulated to
flavoured milk aid their performance. This includes products which help their bodies recover after exercise,” Chambers points out. “There is growing interest in the use of milk as a rehydration solution as it’s a natural provider of water, sugar and electrolytes. This has led to the development of innovative enriched milk drinks such as Nurishment Active, where vitamins, minerals and protein are added to milk to create the ideal sports recovery product.” In late 2013, Nurishment Active was supported by an outdoor bus and six-sheet poster campaign reaching 5.2 million 15-34 year olds, with 41.6 million opportunities to see the advertisements. The campaign continues to drive trial and demand for the brand. A wide range of PoS material is available to create on-shelf impact. “Wholesalers and retailers can boost profits by stocking functional drinks which are suitable for multiple occasions,” Chambers advises. “Nurishment fits the bill – we’ve found that it appeals to a broad range of consumers, from busy mums to gym-goers to those doing work that involves physical stamina. “They all have one thing in common: the demand for a delicious, nutritious snack which fits into their busy lifestyles and won’t interrupt their routine. “Our advice is simple: stock up with Nurishment and make sure you don’t miss out on a real incremental profit opportunity.”
Outperforming the market Mars Chocolate Drinks & Treats is outperforming the milk drinks market with MAT growth of 22%. Chocolate remains the favourite flavour with a 43% share. Within this sub category, Mars Milk is the branded leader with an 18% value share, while Galaxy has a 6% share. The company is continuing to introduce new flavours to encourage new entrants into the market. Coffee flavour milk saw a 40% increase in 2013 as consumers embraced the iced coffee culture. Galaxy has capitalised on this trend with the launch of Iced Coffee Double Shot Mocha Latte and Iced Coffee Single Shot Mocha Latte. Available in 230ml packs (rsp £1.49), 10 to a case, the drinks combine the taste of coffee with the creamy taste of Galaxy chocolate to make a cold coffee drink. Galaxy Iced Coffee showed 131% growth last year. Marketing plans from Mars Chocolate Drinks & Treats include advertising, trade support and a consumer campaign that will be launched in the summer. All data: IRI
The packaging for Pritchitts’ Viva Flavoured Milk has been given a modern new look for 2014, just in time for the return of the education sector’s biggest annual promotion – Viva Daily Win – which starts on 1 May. The campaign, which is now in its fifth year, will reward pupils who drink Viva Flavoured Milk with the chance of winning an iPod Shuffle every school day until 19 December. Pupils simply need to enter the code found on their Viva Flavoured Milk carton at www.vivamilk.co.uk. As an added bonus, each month, the school that has encouraged the most pupils to enter the online draw will be rewarded with £200 worth of equipment vouchers. The Viva range contains no artificial colours, sweeteners or preservatives and can be stored ambient for up to six months from date of manufacture. It comes in Strawberry, Chocolate and Banana flavours and is low in fat (1.6%). It also boasts added Vitamin D.
For further information: Enco Products (01707) 326555 FrieslandCampina (01403) 273273 Mars Chocolate Drinks & Treats (0118) 920 7675 Pritchitts 020-8290 7020
• Cash & Carry Management • April 2014
CK ! O OW ST N
Vanilla is back! By popular demand
YAZOO are proud to welcome back tasty Vanilla to the family, a popular flavour which has grown 57% in volume YOY* Supported by a ÂŁ1m marketing campaign. With over 1 in 4 flavoured milk shoppers buying YAZOO*, no wonder it is the number 1 choice with retailers! * Kantar World Panel 05.01.14
Strength of convenience Healthy herbal and fruity fusions are a key trend in an otherwise declining tea market. Meanwhile, hot chocolate and premium coffee brands are moving full steam ahead. According to Tata Global Beverages, reduced household budgets and a cluttered market with high levels of promotional activity have resulted in an overall decline of 1.8% in value tea sales and 2.4% in units in the year to January 2013. Everyday black tea sales have been hit hardest, with sales down 6.3% in value and 8.3% in units. Within the different trading environments only convenience fared better, with an increase in tea sales of 1.8% in value and 1.4% in units, reflecting perhaps a change in shopping patterns. Here the wholesale channel is a critical route to market for tea, and wholesalers are key to helping stores buy the right mix of products for their businesses. For tea manufacturers, the challenge this year is to begin to offset the decline in everyday black tea sales by helping retailers make more of the growth areas in tea, particularly green teas which in impulse have grown by 18.7% in value and 14.1% in units, and speciality teas which are up by 9% in value and 6.4% in units. “For tea, the price advantage it has per cup over other hot beverages is advantageous, as are the lifestyle changes that are increasing the appeal of particular teas,” says Andrew Pearl, director of shopper and customer marketing. “But the challenge remains to attract new tea drinkers and encourage existing tea lovers to extend their tea drinking repertoire and select different types of tea for different times of the day. With coffee, you have a number of delivery formats, but by and large selection is made on the basis of strength and flavour, full bodied or decaf. With tea the choice is endless, and this can be overwhelming for some shoppers. “Shoppers need to be encouraged to linger for longer in the tea aisle; they have to understand what’s on offer and how the variety of teas can fit it into their daily lives, and this is something we want to explore much more with retailers this year.” Tetley remains the number two brand in the general market with a 20.9% value share and a 19.2% unit share. In impulse, Tetley is the number one brand, with a 34.4% value share and a 34.6% unit share.
• Cash & Carry Management • April 2014
As the dominant part of the category, everyday teas are essential stock items. In the general market Tetley Everyday 240s is an important pack size and here sales have grown year on year by 5% by value and 1.7% by units. Aside from the larger convenience stores with a broader grocery offering, smaller pack sizes tend to have more appeal for convenience shoppers, with packs of 40s, 80s and 160s being important sizes. Total impulse sales of Tetley Everyday 80s have increased by 3.6% in value and 3.7% in units. Currently the 45-plus age group drinks more tea than any other group. As these loyal tea drinkers grow older, the appeal of healthier black teas like Tetley Decaf increases, and this benefits sales of decaf teas, which are up by 4% in value, but down in units by 0.1%. Tetley continues to have the bestselling decaf tea in the £37m market with a 28% value share. As a result, it has now launched a larger 440 tea bag pack size for foodservice. Tetley remains committed to its strategy to find ways to add value to the black tea sector. It aims to deliver something different that generates a sense of excitement and interest in this established area of the market. “It’s all about giving shoppers options,” says Pearl. “We have three strong products: Extra Strong, Easy Squeeze and Estate Selection. These have been well received and repeat purchase is very high, and we continue to work to broaden their appeal.” Launched last year, Tetley Estate Selection is aimed at discerning tea drinkers. The teas for the blend have been sourced from small-scale farms and are currently only available on special order to a select few. The focus on healthy living continues to be one of the most important factors influencing tea consumption and is a key route to growth. Tetley’s Blend of Both brings together everyday Tetley black tea and green tea, appealing to tea drinkers who like the idea of having the goodness of green tea, but prefer the taste of black tea. Sales were up by 39.6% in value in the last quarter and by 87.4% in units.
hot beverages Sales of green teas have increased overall in the market by 19% in value and 13.9% in units. Tetley Green Pure 50s and Tetley Green Lemon 50s are the leading skus by volume sales, and Tetley Green decaf is the number one green decaf line by volume and value. “With a higher return, green teas are an exciting option for retailers,” adds Pearl, “particularly at the start of a year when interest in healthy living is at its highest.” Growth in green teas stems largely from flavoured variants and Tetley has launched four new flavours: Green Tea with Mint, Mango & Passion Fruit, Peach & Apricot, and Raspberry & Pomegranate. Volume sales of Redbush teas have remained steady, but it has not achieved the type of growth that was predicted. “The market is ripe for Redbush teas; it’s different and being naturally decaffeinated, ticks the healthy box,” explains Pearl. “With something like this you have to look at the reasons why growth has not been achieved. A lack of understanding of the role and value of Redbush, the limited range of Redbush teas and where they tend to be positioned on fixture are all elements that need to be explored and addressed.” Tetley Redbush 40s is the bestselling sku in this sector. This year, Tetley is making a significant investment in marketing, beginning with an £1.8m television campaign that sees the return of the Tea Folk to communicate the power of Tetley to bring people together, a sentiment reinforced by the return of its strapline: ‘That’s Better. That’s Tetley’. Other activity includes continued television sponsorship of Channel 5’s family movie slot and a high level of social media activity. PMPs and extra-free packs will be available throughout the year with an increased level of in-store marketing. All data: Nielsen.
Flavoured coffee Sales in the UK coffee shop market grew by 6.4% and turned over £6.2bn last year (Allegra Strategies). According to DaVinci Gourmet, the number of consumers that like to try new beverages is growing as more options become available. Over a third of customers consider themselves adventurous in their coffee choices, and lattes have proven to be the most popular. Lattes are ideal for mixing with a wide range of flavours, and wholesalers can capitalise on this trend by stocking an array of flavoured options. DaVinci Gourmet variants include Chocolate, Butterscotch, Chocolate Mint and On trend: low-calorie options. Gingerbread.
• Cash & Carry Management • April 2014
Traditional hot chocolate is emerging as a popular choice, with a 5% rise in consumption last year compared with the year before. DaVinci Gourmet chocolate sauces can be combined with syrups to create flavoured drinks. Consumers are becoming increasingly health conscious and sugar-free choices remain in the top three options consumers want to see on menus. DaVinci Gourmet Sugar-Free syrups have the same taste as DaVinci’s Classic range, but without the calories.
Concentrated efforts Zacely’s range of Teaforia Tea Concentrates has been created specifically for busy foodservice outlets looking to offer their customers a more exotic range of hot and iced teas. The concentrates eliminate the need to brew and take just 30 seconds to prepare, allowing for speedy service and a consistent serve, which is important to consumers in today’s competitive out-ofhome market. Teaforia Tea Concentrates are available in four variants: Alishan High Mountain Oolong Tea, Assam Black Tea with Strawberry, Jasmine Green Tea with Passion Fruit, and Oolong Tea with Peach. They can be served as a traditional tea with hot water, as an iced tea, or as tea lattes, created by combining the Tea Concentrate formula with steamed milk. Teaforia Shake & Brew is a A new take on tea. new range of chilled tea on-thego. Cold tea traditionally takes between four and 12 hours to infuse, but Shake & Brew’s specially-created teabags brew cold tea in just 30 seconds when vigorously shaken with cool water. Available in Green Tea and Jasmine Green Tea styles, the retail packs contain five teabags.
Growth areas The UK hot chocolate market is now worth almost £142m and growing at 4.8%. One of the strongest performances has been experienced by Mondelez International and Cadbury Cocoa, a possible result of the renaissance that baking has enjoyed over the past year, with consumers buying the product not only to drink, but also to use as a baking ingredient. The total coffee market is growing at 1.6% but in convenience the category is falling at 3.5%. Key growth areas include wholebean instant, worth £50.6m and up by 62.9%. The popularity of this higher quality coffee format is driven by consumer desire for a better quality drink, fuelled by
More households drink Tetley than any other tea brand* Boost your tea sales now by stocking the nation’s favourite!
That’s better. That’s Tetley. To find out more about Tetley go to: www.tetley.co.uk
Tel: 0800 387227
Source: Kantar World Panel 1 March 2014
hot beverages the growth in coffee shop coffee, while still Senior brand manager Elena Mallo Tirado enjoying the convenience of instant coffee. says: “Wispa Hot Chocolate brought some Refill packs provide another opportunity for much needed excitement to the instant hot growth. Kenco Eco Refill packs have 97% less chocolate market last year, and was instrumenpackaging weight than Kenco jars per gram of tal in driving the category back into growth. coffee, making them lighter for shoppers to We’re pleased to have captured the imagination carry home and a great way to reduce packagof younger consumers, with 54% of Wispa buying waste. ers under 45 compared to 30% for the category In addition, the rsp of the refills is less per as a whole.” gram of coffee than the rsp of either 100g or The company has also launched Cadbury 200g jars. Instant coffee refills are experiencing One – a formulation that works across both dismuch stronger growth than jars. pense and vending machines. Last year, Kenco launched to the convenThe improved recipe contains up to 68% ience trade price-marked packs of its Eco Refill more cocoa than in Cadbury’s vending chocorange, including Kenco Millicano – the UK’s late drink and offers a more consistent flow leading wholebean instant brand. The range rate. The new bag is freestanding, making it includes 100g PMPs of Kenco Rich, Smooth easier to handle. (both with a £3.29 rsp) and Decaff Eco Refill Indre Nagyte, brand manager, says: “The (£3.59 rsp), and 85g PMPs of Kenco Millicano new Cadbury One blend is ideal for consumers Wispa goes for gold. Eco Refill (£3.29 rsp). and operators alike as it combines great taste With hot beverage shoppers spending double the amount and operational simplicity in one fantastic product. of the average shopper in convenience stores and 95% of “We hope it will provide a real opportunity for operators shoppers saying they would buy a coffee PMP from their to grow their business across both vending and dispense convenience store (him!), these packs may help independent machines by making a much loved brand even better.” All data: Nielsen unless otherwise stated. retailers drive value sales and boost their coffee range. Kenco Millicano’s partnership with Channel 4’s Sunday Brunch show includes programme and digital sponsorship together with product placement. Mars Chocolate Drinks & Treats has launched a range of hot Brand manager Emad Nadim says: “We feel the show chocolate drinks. Featuring some of the nation’s favourite perfectly complements Kenco Millicano’s brand tone: the chocolate brands, the new selection gives consumers the quality of a brunch occasion on a Sunday with the quality of choice to make their hot chocolate just the way they like it. Millicano itself. This weekly presence will further establish Packed in pouches containing seven servings, the range the new wholebean instant segment in coffee and strengthen consists of Mars Hot or Cold, Galaxy Hot or Cold, Milky Way our leadership.” Magic Stars with chocolate pieces, Galaxy Ripple with Cadbury has unveiled new packaging for its Drinking chocolate pieces, Galaxy Caramel add milk or water, and Chocolate, Instant Chocolate and Highlights range. Maltesers add milk or water. The hot chocolate and malted New to the market is Cadbury Wispa Gold Hot Chocolate, drinks retail market has an annual sales value of £142.1m and which has a caramel flavour. It boasts the same foamy top as is growing at 5.5% year on year. Wispa Hot Chocolate, helping to create a coffee-house expe“This new range really offers the category something rience at home. The new addition is Fairtrade certified and fresh and exciting,” says general manager Michelle Frost. available in a 246g jar (rsp £2.79), in cases of six, and a 27g “As a complete range, it gives retailers an attention-grabsachet (rsp 38p), in cases of 30. bing mix-and-match opportunity. The Galaxy Hot Chocolate The launch aims to make the most of the strong growth in brand is already outperforming the market with year-on-year the instant flavours market and follows the success of growth of 14%, and we believe that this range will create Cadbury Wispa Hot Chocolate. further incremental growth.” In retail, the product has outsold any hot chocolate NPD The products have a single pack rsp of £1.99. in the last three years, with 78% of volume sales incremental All data: IRI. to the hot chocolate category (Kantar).
Mix and match
A new range of ‘hot and cold’ chocolate drinks from Mars.
• Cash & Carry Management • April 2014
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hot beverages Healthy options
Taylors coffee will soon benefit from its first TV commercial.
Promotion is key Against the general market decline, Yorkshire Tea from Taylors of Harrogate is now the only tea brand in growth and is worth £68m. Taylors coffee is also growing, despite the drop in filter/cafetiere coffee sales, and is currently valued at £41m (Nielsen). Trends affecting the retail sector include a declining standard black tea market and a significant change in consumers’ purchasing behaviour as they switch from buying tea and coffee from supermarkets to convenience and high street discounters. The foodservice channel mirrors the trends in retail on the basis that mainstream black tea still accounts for the biggest share of the market. Within that, however, there is a stronger take-up of speciality black teas, including English Breakfast, Earl Grey and Darjeeling. The channel does manage to offer a ‘good-better-best’ brand tier and it’s the high end of the tea market that sees some niche brands and product innovation emerging, reports the company. Taylors advises wholesalers to stock the right products in all the sectors of hot beverages, and ensure that these lines are in growth. Changing promotions regularly and introducing new products is key to keeping the category fluid and up to date. If some retailers only purchase on promotion, then make sure that the promotions are staggered, changing them every two to three weeks, suggests the company. Too many products on promotion can confuse shoppers and create a value decline in the category. Taylors conducted cash & carry sampling with the Yorkshire Tea van, Little Urn, handing out free tea to customers visiting the wholesalers, as well as money-off vouchers at the Yorkshire Tea fixture. The company aims to increase wholesaler engagement as it believes this is key to understanding the wholesaler and the customer. With an above-the-line advertising spend of £3.2m, Yorkshire Tea will continue to be seen on TV. As of May, Taylors Coffee will also benefit from a TV campaign for the first time. Taylors continues to offer price-marked as well as standard packs, leaving the choice up to the wholesaler and retailer. The company also has extra-fill packs available for promotions, which have been key to driving rate of sale and encouraging brand loyalty.
• Cash & Carry Management • April 2014
PG tips, the UKs number one tea brand (IRI) from Unilever, has launched a new range of fruit & herbal and green teas, supported by a £5m marketing investment. The green teas include Pure Green, Fragrant Jasmine Green Tea, Zesty Lemon Green Tea, Juicy Raspberry Green Tea, and, new to the market, Vibrant Mandarin Orange Green Tea. Fruit tea flavours include Delicate Camomile, Fresh Peppermint, Juicy Red Berries, and Red Bush & Vanilla. Using PG tips pyramid bags, the new range capitalises on the growing fruit & herbal and green tea markets, offering taste at an accessible price point. Brand manager Kate Mitchell says: “The fruit & herbal and green tea sectors have seen strong value growth over the last year, 12% and 19.2% respectively, but penetration has remained flat, mostly hindered by disappointing taste. As the number one tea brand (KWP), our new PG tips range will offer consumers a fresh, flavoursome taste from each of the largest flavour segments.” The green teas have an rsp of £1.29 and the fruit & herbal variants, £1.19. Both are sold in 20s with four packs per case.
Monkey in the new TV ad for the PG tips fruit teas range.
The launch is supported by a £5m marketing campaign that includes TV, print, sampling, PR, digital, video on demand, social media and in-store marketing. The TV advert opens to show Monkey perusing his range of new fruit & herbal and green teas before making a cup of PG tips Juicy Red Berries flavour infusion. As he takes a sip, girls dressed as berries and oranges dance, while Monkey plays citrus-shaped bongos. The range appears in bright, bold packaging that highlights the fruity flavours and pyramid technology, giving it strong on-shelf standout.
For further information: Da Vinci Gourmet (01784) 430777 Mars Chocolate (01753) 550055 Mondelez International (08702) 400861 Tata Global Beverages 0208-338 4000 Taylors of Harrogate (01423) 814000 Unilever (0800) 731 1597 Zacely (01202) 788550
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products & promotions
Taste of India KEPAK CONVENIENCE FOODS – Rustlers Hot Naans have been unveiled. The Jalfrezi Chicken and Tikka Chicken variants are made using chargrilled chicken and served in a hand-pulled naan with a sachet of sauce. Marketing director John Armstrong told Cash & Carry Management: “The range takes inspiration from Indian ready meals – the fastest growing section of the ready meals category. Indian ready meals account for 67% of all ethnic ready meals sales and are worth £450m (Mintel), and we’ve taken the two most popular Indian flavours (shopper data).” The Rustlers brand is worth £80m (IRI) and is the UK’s leading hot, quick & tasty product, with seven out of 10 consumers preferring Rustlers (independent market research). Tel: Kepak Convenience Foods (01772) 688300.
Cuban combo AB INBEV – Cubanisto is a new rum flavoured premium beer brand now available to the on and off-trade channels. With a taste of citrus, orange zest and lime accentuated by caramelised cane sugar and treacle, Cubanisto “is inspired by the taste of the Caribbean”. In the off-trade, Cubanisto is available in 3 x 330ml packs and single bottles, which are packaged in a UVlight sensitive coating. Eye-catching pack designs using bottle glorifiers, stencils and illuminators will be showcased in the on-trade. The flavoured beer category is worth £115m in the UK and growing (Nielsen). Rum is also in growth, up 29% between 2012 and 2013 (CGA). Tel: AB InBev (0870) 241 1124.
Here to stay
BRITISH AMERICAN TOBACCO (BAT) – Adult roll-your-own (RYO) smokers are now able to choose from a complete range of blends from the Cutters Choice brand, including original Smooth Blend, A True Blend and Exquisite Blend. As the third biggest RYO brand in the UK (GCS Results), the new Cutters Choice range affords retailers the opportunity to benefit from the growing number of adult RYO smokers. There is 23% long-term growth in the RYO segment (Nielsen). The launch includes new pack designs featuring soft natural colour tones and the ‘Perfect Leaf’ stamp of quality. Tel: BAT (0800) 444236.
AG BARR – KA, the UK’s number one Caribbean brand (Nielsen), has added Karnival Krush as a permanent flavour to the range after its success last summer as a limited edition. A total of 1.2 million packs of the citrus-flavoured carbonate were bought by consumers in just 10 weeks. “Karnival Krush proved its popularity throughout the UK,” says AG Barr’s head of marketing Adrian Troy. He adds: “KA consumers react really positively to product and flavour innovation and 45% of KA sales over the last two years have come from new product development, new flavours and special packs.” The new permanent flavour is available in price-marked 330ml cans (49p), 500ml PET (89p) and two-litre bottles (£1.69). KA is now worth over £30 million.
Less is more COTT BEVERAGES – Emerge, the UK’s fastest selling energy drink (IRI), has introduced a sugar-free variant called Emerge Zero. With an rsp of 35p a can and under 10 calories in each 250ml serving, Emerge Zero is aimed at cost and calorie conscious consumers. The product will also benefit from new packaging and a schedule of marketing and PR support planned throughout the year. Brand manager Calli O’Brien says: “The market for male-focused, sugarfree drinks continues to be strong. Emerge Zero is designed to taste like regular Emerge, without the sugar or the ‘diet’ or ‘light’ connotations that are so often are linked with sugar-free products.” Tel: Cott Beverages (01509) 674915.
• Cash & Carry Management • April 2014
All data: AG Barr
Tel: AG Barr (01236) 852400.
Summer special ENCO PRODUCTS – A limited-edition Encona Brazilian BBQ Sauce has been introduced. The 142ml variant of the UK’s number one hot pepper sauce (IRI) contains a blend of tomatoes, herbs and spices. “There will be huge interest in all things Brazilian this summer,” says brand manager Lisa Leung, “and we’ll be helping people get into the carnival atmosphere with a tangy sauce that’s ideal for a range of uses, in particular as a marinade for BBQs.” The launch of Encona Brazilian BBQ Sauce coincides with Encona Sauces’ first national TV advertising and programme sponsorship – a seven-month campaign that aims to reach over 20 million people. Tel: Enco Products (01707) 326555.
products & promotions New look
BRITVIC – Adult soft drink Juicy Drench has a new label design as part of the brand’s new positioning targeting adults aged 30 years and over. The new-look label features across all variants, including Orange & Passion Fruit, Cranberry & Raspberry, and Blackcurrant & Apple, and showcases the brand’s proposition and refreshment credentials, highlighting the fact that Juicy Drench is a combination of two juicy fruits and natural spring water. Juicy Drench is available in 440ml PET bottles with an rsp of £1.09, as well as packs of 12 and 24 and 99p pricemarked packs. Britvic is offering a range of new PoS material to raise awareness amongst on-the-go adult shoppers. Tel: Britvic (0800) 032 1767.
UNITED BISCUITS – The Jacob’s original Mini Cheddars recipe has undergone a flavour reformulation and every pack features a ‘now even cheesier’ strapline. The brand also has a new Chilli Beef flavoured variant available in 50g grab bags for on-the-go consumption. Joining the existing price-marked packs for Twiglets and Mini Cheddars are a £1 Crinklys Cheese & Onion sharing bag and a £1 Jacob’s Mini Cheddars seven-pack. Jacob’s Mini Cheddars is the number one baked bagged snack in the UK, worth over £60m (Nielsen). Tel: United Biscuits 020-8234 5000.
Menthol variant BRITISH AMERICAN TOBACCO (BAT) – Rothmans Menthol has been launched to the UK market. “Value-seeking adult smokers continue to drive growth in the low segment,” says marketing director Frank Silva. Nielsen data confirms the rapid growth trend of the Rothmans Value range, with Rothmans UK’s share now at more than 1% (January 2014). From June the company will introduce a new pack design across the entire Rothmans range. It will feature founder Louis Rothman’s signature, as well as a series of three insights into the brand history and guiding principles on the back of the packs. Tel: BAT (0800) 444236.
Activity update BOOST DRINKS – The drinks manufacturer has introduced three new flavours to the independent sector: Sugar Free Pink Lemonade, Citrus Zing and Exotic Fruits. They are available in 250ml 49p price-marked cans and 500ml 79p PMP PET bottles. Original and Sugar Free Boost are now presented in new plain and 49p PMP 250ml cans, and plain and 79p PMP 500ml PET bottles. There is also a limited-edition promotional one-litre PET bottle, pricemarked at £1. All prices are promotional offers for the launch period. New-recipe Boost Active Glucose is now available in Original and Orange varieties and in redesigned 500ml and one-litre PET bottles, price-marked at 59p and 89p respectively. Boost Sport also has new packaging and comes in Orange, Mixed Berry and Tropical flavours in 500ml PET bottles, with a 50p PMP option. Tel: Boost Drinks 0113-240 3666.
Fruity flavour COCA-COLA ENTERPRISES (CCE) – A mid-calorie special edition of Fanta has been launched in Raspberry & Passionfruit flavour. The new variant introduces stevia to the brand for the first time and has performed well in consumer testing, especially with teens and mums. Raspberry & Passionfruit Fanta comes in various pack formats including two-litre, 330ml cans and 500ml PETs, as well as six and eight 330ml can multipacks. The 330ml can and 500ml PET bottle are available in 59p and £1 price-marked packs respectively for independent retailers. Fanta remains the leader in flavoured carbonates – a sector currently worth £672m to retailers – and the brand has grown by 12% in the last year (Nielsen). Tel: Coca-Cola Enterprises (08705) 336699.
AG BARR – The company has launched Barr Xtra Cola – a low-calorie, zerosugar cola drink. The UK cola market is worth £1.6bn, with low-calorie cola sales accounting for 51% of this and growing ahead of the market (Nielsen). Barr Cola is the official cola of the Glasgow 2014 Commonwealth Games and Barr Xtra Cola will be part of AG Barr’s support activity for the event. The launch is also backed by a social media campaign. Tel: AG Barr (01236) 852400.
Cash & Carry Management
• April 2014 • 51
2014 ANNUAL CONFERENCE • 13-15 JUNE • CRIEFF HYDRO, CRIEFF, PERTHSHIRE The Scottish Wholesale Association invites you to attend its annual conference at Crieff Hydro. As always, an outstanding business programme has been put together. Speakers include:
• Stephen Glancey, Chief Executive, C&C Group • Martin Glenn, Chief Executive, United Biscuits • John Howie, Chairman, CBI Scotland • Jill Livesey, Director, him! • Philip Jenkins, Chief Executive, Sugro • Jonathan Kemp, Commercial Director, AG Barr • Bill Laird, Managing Director, The Today’s Group • Peter Lederer, Chief Executive, The Gleneagles Group • Martin Williams, Managing Director, Landmark Motivational speaker:
• Olympic Gold Medalist Dr Katherine Grainger, CBE Prices for attending the conference have been held at the 2013 rate.
PROGRAMME OF EVENTS Friday 13 10.30am 11.00am 1.00pm 2.00pm 7.15pm
June AGM (members only) Business session Lunch Business session ‘Gold, Glamour & Glitz’ themed reception and dinner
Saturday 14 June 9.00am Business session Afternoon Leisure activities 6.30pm Formal banquet followed by champagne breakfast Sunday 15 June Morning Breakfast and depart
For details contact executive director Kate Salmon firstname.lastname@example.org • tel: 0131 556 8753 • www.scottishwholesale.co.uk