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Creed wins three-year schools deal worth £12m Online trading and data use viewed as key opportunities Wholesalers call for more action against illicit tobacco Spotlight on Costco UK’s marketing head Sue Knowles

The business magazine for cash & carry/delivered wholesalers


An insight into the future It was good to see such a healthy turn-out at the FWD’s annual conference this year. With such a harsh economic climate, many have found it tricky to justify the time and expense involved in attending events this year, so it is a testament to how highly the conference is valued by all sectors of the industry. Mind you, when the bosses of five of the top companies in the sector by turnover are there, with combined annual sales well in excess of £15bn, then that should be enough of a draw for anyone with an interest in wholesaling. And the speakers did not disappoint, with some challenging insights into the business and fresh ideas to take away. When someone as authoritative as Charles Wilson says “the age of the supermarket and hypermarket is grinding to a halt” then it sounds like good news for wholesalers, but there was a warning there too. He highlighted the tremendous growth of online businesses like Amazon and Alibaba, and how Booker’s online sales had gone from £15m in 2005 to just over £700m in its latest results. It is clear that only the wholesalers who keep innovating, and who understand how to get the most out of their IT and the internet, will survive and prosper. So it was also reassuring to see presentations by the newest generation of wholesalers, who clearly understand the potential of our online world and how best to exploit it for their businesses.

Although sales were up for Brakes Group last year, pre-tax profit declined ... see p.8





swa update


customer cares




fwd conference




products & promotions


promo checker






Managing Editor

Kirsti Sharratt


John Wood

News Editor

Mervyn Gilbert

Features Editor

Amber Aitken

Media Sales Manager

Clare Phillips

Published by Winlove Publications Ltd PO Box 366 EAST GRINSTEAD RH19 4ZE Tel (01342) 712100

Business Development Manager David Ford

Fax (01342) 712101

Publishing Director


Martin Lovell

4,565 July 2012–June 2013 John Wood editor

ISSN 1352-254X

Cash & Carry Management is available on subscription at £52 per year (single copies £5). Overseas subscription: £80.

Cash & Carry Management

• August 2013 • 3

news IN BRIEF Meat & poultry Steven Kennedy, formerly fresh foods buyer with Irish retailer Dunnes Stores for 25 years, has joined SPAR Northern Ireland wholesaler and retailer Henderson Group as trading manager for meat and poultry.

Breaststroke Blakemore Fresh Foods directors Bob Cash and Richard Brownjohn completed a two-way Channel swim as part of a sixman team in aid of Breakthrough Breast Cancer. The 20 hour 40 minute feat raised £3,700 for the charity.

All pumped up The first SPAR branded forecourt store in the UK has opened at Pickering, North Yorkshire. Imagery features on the canopy, petrol pumps, signs and shop fascia. The site previously operated under the Mobil name.

Tobacco app Fingertip Guide to the New Tobacco Display Laws, the trade publication for C&C/wholesalers and independent retailers launched earlier this year by the Scottish Wholesale Association and Scottish Grocers’ Federation, is now available as a free iPhone/Pad App on iTunes, called Tobacco Displays Scotland.


Asia/Africa saves the day First-half trading figures from Dusseldorf-based Metro Cash & Carry show that returns were impacted in regions other than the UK, where the business has come under the control of Booker. In the six months to the end of June, total C&C sales fell by 2.9% to 14.8bn euros, although the directors commented: “Adjusted for the sale of Makro C&C in the UK, sales remained almost on a par with the previous year’s level.” Global pre-tax profit for the C&C operator, which is located in 29 countries, dropped from 222m euros to 209m euros.

Tough conditions in most parts of the world.

While cash & carry has been feeling the pinch, the company’s delivered wholesale operation increased turnover by 19% to 1.3bn euros. A regional split shows that Western Europe (in which Makro UK was

included) declined by 9% from 5.6bn euros to 5.1bn euros, while Germany fell by nearly 5% to 2.3bn euros. Eastern Europe was static on 5.6bn euros, with Asia/Africa the only territory to show improvement – by almost 11% to 1.9bn euros.

PR merry-go-round The fine balancing act between what is required by leading C&C/wholesalers to enhance their image and public relations consultants who are entrusted with the task – at a steep cost – is one that often comes a cropper, writes Mervyn Gilbert. It could be that the initial brief is suddenly changed, with the PR company unable to achieve what it previously promised. Sometimes a new executive at the C&C/wholesaler feels that a change of publicity personnel is what is required or that it simply can no longer afford to pay out large sums to achieve its objectives. The fickleness of such partnerships is reflected in two changes which have just occurred. At Bestway, the decision has been taken to dispense with the services of major PR company Good Relations in central London and appoint

• Cash & Carry Management • August 2013

an in-house consultant, while Palmer & Harvey, once linked with financial PR specialist Cardew, has replaced its former PR consultancy London-based Velvet, which had the account for three years, with Myriad Public Relations in Ely, Cambs. For Bestway, it’s yet another move in a series that began with the appointment of Black & Partners, headed by Michael Black – a partnership that was to last over 20 years. When the two went their separate ways, and efforts to replace Black with a leading food trade journalist failed, Bestway recruited experienced PR consultant Peter

Cunard. That ‘marriage’ lasted several years, until the UK’s second biggest C&C operator decided it required a larger PR agency to fulfil its ambition of becoming a leading face in the wider business community. So Good Relations was recruited. Now that short-lived arrangement has also ended, with Bestway appointing former Asian Trader associate publisher Paul Gray as PR & communications manager. He told Cash & Carry Management: “We now need to punch our weight in all sectors of the business.” Tel: Bestway 020-8453 1234. Tel: Palmer & Harvey (01273) 222100.


Restructure’s fifth year To mark further progress in Parfetts’ plan to hand majority control of the business to its staff, the C&C operator staged its first Employee Ownership Day. The event was celebrated at the Stockport, Halifax and Sheffield branches of the sixunit chain, with refreshments for members of staff. It was in 2008 that Parfetts announced the change in structure, with 55% of the shares sold by the family to an Employee Ownership Trust, which is committed to buying the remaining stock at a future date. Chairman Steve Parfett said: “All the ownership is in one trust, one pool, for the employees’ benefit. Instead of owning shares or dividends on shares, the benefit is in the way the business is run, for the employees to have a say and receive an annual bonus.” He added: “It is a longterm process to build the benefits of engagement and productivity. Certainly, lots of our employees show more

Wine relaunch Landmark Wholesale has relaunched its Vintners Collection, which comprises Californian, Chilean, South African, Australian and Italian wines. Tel: Landmark Wholesale (01908) 255300.

A larger slice for the employees.

interest and care more.” Employee Ownership Association chief executive Iain Hasdell commented: “Companies such as Parfetts are great examples of the success and engagement

that can be achieved in an employee-owned environment.” Parfetts, with six sites, had sales last year of £304m. Tel: Parfetts Cash & Carry 0161-429 0429.

Record for charity GroceryAid last year raised a record £3.6m, of which its regional branches collected just over £1m. The annual diamond ball and Sporting Heroes lunch contributed almost £600,000, which was 7% up on the previous year. Director general Gillian Barker said: “I am delighted that, following the 2012 merger between Caravan and Sweet Charity, the industry continues to pull together to help even more people than before.” Tel: GroceryAid (01252) 875925.

New system for NI operator Sanderson has implemented its Swords wholesale IT system at frozen food wholesaler Express Foodservice. Based in Londonderry, the Landmark Wholesale member trades both as a cash & carry and delivered operator throughout Northern Ireland. It selected the Sanderson solution as the best available for its needs, enabling it to increase sales and improve efficiency by streamlining processes such as sales order processing. Express’s telesales team is now benefiting from instant access to real-time

stock and pricing information as well as current promotions, providing opportunities to up-sell and cross-sell. Accurate stock information is also being provided. The dual-purpose operator is also using Sanderson’s Business Intelligence, which allows it to measure business performance at any time, plus Swords Radio Frequency scanners at goods-in, which instantly match deliveries against purchase orders and highlight any discrepancies. Express Foodservice managing director Gerard Lafferty said: “We have seen

real business benefits following our implementation of the Sanderson system. “It has streamlined our processes and, with improved visibility of stock information, we have boosted our customer service levels.” Martin Beatty, Sanderson’s product director for wholesale distribution solutions, commented: “The solution is delivering significant improvements at Express Foodservice.” Tel: Sanderson (0333) 123 1400. Tel: Express Foodservice (0287) 137 4555.

MPs addressed on tobacco Imperial Tobacco’s anti illicit trade manager Peter Nelson addressed an audience in Southampton of Members of the House of Commons, House of Lords and law

enforcement groups on the rise in illicit tobacco arriving in the UK. Southampton is the UK’s fourth largest port, handling over 35 million tonnes of

cargo a year. Nelson said there had been a sharp increase in criminal gangs attempting to smuggle illicit tobacco through 21 UK ports. He

added: “More than one in five cigarettes consumed in this country have had no UK duty paid on them.” Tel: Imperial Tobacco (0117) 963 6636.

Cash & Carry Management

• August 2013 • 5


25, and rising, for Costco Costco Wholesale UK managing director Steve Pappas has told Cash & Carry Management that the company has “more new branches in the pipeline, although opening dates have still to be confirmed”. He was commenting after last month’s unveiling of the chain’s 25th store in Farnborough – three months after opening in Southampton. “We purchased the land at Farnborough, clear and ready for construction of the

Wholesale conference Leading trade figures will be speaking at an IGD C&C/wholesale conference being held in London on 12 September. They include Guy Farrant, Booker managing director, UK cash & carry; Martin Williams, md of Landmark Wholesale; Steve Barnett, UK trading director, Costco Wholesale UK; Steve Fox, Booker sales director – retail; Stuart Hyslop, Booker sales director – catering; and Martyn Ward, Palmer & Harvey managing director, commercial & sales. The one supplier speaker will be Simon Digby, Heinz UK business development manager, while the IGD itself will be represented by channel research manager David Shukri, chief economist James Walton and senior business analyst Patrick Mitchell-Fox. Among the topics being discussed are: customer engagement mechanics, private label evolution, and the impact of online ordering. Tel: IGD (01923) 857141.


The car park was full at the Farnborough opening.

140,000 sq ft warehouse,” said Pappas. “We have a staff of 198, headed by Steve Macdonald, who was previously in charge of our Reading branch and who has been with us since 1995.” The car park was full at the opening, customers having been notified by local

newspaper ads, direct mail and email. Pappas also said that Costco’s new online ordering service was “performing well”. Tel: Costco Wholesale UK (01923) 213113. Costco’s Sue Knowles is in the Spotlight ... see p.13

Alcohol reaction The Government’s proposal not to proceed with a minimum unit price scheme for alcohol has been applauded by drinks giant Diageo GB, whose country director Andrew Cowan said that the supplier always believed that the idea would not work. “It would have failed to deter problem drinkers and would have unfairly punished responsible drinkers. As such, we welcome the Government’s decision not to proceed with this ineffective policy. “We already support – with partners – many successful initiatives, including Purple Flag and Best Bar None. We have also just introduced a ‘Think How You Drink’ pan-European campaign.” In another comment on alcohol, James Bielby, chief executive of the Federation of Wholesale Distributors, said that the ban on below-

• Cash & Carry Management • August 2013

cost selling of alcohol from 2014 would help to prevent ‘irresponsible discounts’ by large retailers and encourage competition in the grocery trade. However, he called for the Government to go further, saying that below-cost alcohol and price promotions by the retail multiples “undermine the competitiveness of the overall grocery market and, therefore, have an adverse effect on consumer choice. ”While we support this move, a definition based solely on duty and VAT is not realistic and will not cover sufficiently the promotions that are of political concern. “We will continue to make the case for a more workable definition which will make a real difference to the way alcohol is sold in supermarkets.” Tel: Diageo 020-8978 6000. Tel: FWD (01323) 724952.

What next for Makro? There is still much to be done if Booker is to turn round Makro, judging by the first batch of consolidated trading figures. They show that in the 12 weeks to 21 June (including Makro’s results from 19 April), the combined group increased sales by 13.6%. For Booker alone, like-forlike figures were just 1% ahead, while those for Makro were down by 6%. For tobacco, Booker suffered a 2.5% decline and Makro 20.8%, while in nontobacco there was a 3.1% rise for Booker but a 3.6% dip for Makro. Nevertheless, group chief executive Charles Wilson commented: “Overall, it has been a good quarter.”

Wilson: ‘Good quarter.’

Referring to the tobacco situation, he said: “Sales, as expected, have been depressed by the growth of illicit tobacco. Makro has a small tobacco business, and the tobacco sales decline has been compounded by the impact of the display ban.” Wilson added: We anticipate that Booker Group is on course to meet expectations for the year ending 28 March 2014.” Tel: Booker Group (01933) 371000.


£12m schools contract Education sector caterer Alliance in Partnership (AiP), has signed a three-year contract with Creed Foodservice, valued at £12m. Explaining what led up to the deal, AiP managing director David Weller said: “We’d been using Creed butchery for two years and, with so many food scares hitting the headlines recently, we felt that we needed a partnership with a company we could trust. “Creed shares the same set of values as we do, with an emphasis on customer service, value and, of course, the all-important factor of

Poundzone relaunched Health, beauty & household goods distributor DCS has relaunched its Poundzone initiative, providing a convenient display area for small retailers. A four-shelf stand can be used for products from leading suppliers, such as Procter & Gamble, Gillette, Unilever, Colgate Palmolive, SC Johnson, PZ Cussons and Reckitt Benckiser, as well as for DCS’s Enliven Health & Beauty brand, which includes more than 50 Poundzone lines. The £1 items are available through members of Landmark Wholesale and Today’s Group, and through JW Filshill, Palmer & Harvey and SPAR. Dhamecha Cash & Carry has introduced Poundzone into all seven branches, while Hyperama is another major supporter. Tel: DCS Europe (01789) 208000.


AiP managing director David Weller (left) with Neil Perry, Creed group account manager.

trust,” he added. Founded in 1998, AiP has over 800 staff working across 160 contracts with an annual turnover of £14m. It holds the bronze and gold standards of the Soil Association’s Food for Life Catering Mark across 69 business links. Weller added that another reason for choosing the Gloucestershire-based wholesaler was its belief in buying locally and full product traceability, as well as offering organic, Farm

assured and Red Tractor meat and MSC fish. AiP, which has grown significantly over the past 15 years, aims to double in size within three years. Creed is determined to double its £50m-plus turnover by 2017. Commenting on the new contract, md Chris Creed said: “This partnership is a great match, not just in terms of product supply but also in terms of ethos.” Tel: Creed Foodservice (01452) 857555.

Brakes profit slides Recently published annual results for Brakes Group, owned by Cucina Lux Investments, show that pre-tax profit for the delivered wholesaler declined from £65.2m to £59m in 2012 on sales up from £2.5bn to £2.9bn. The figures comprise returns from all the UK operations, including foodservice, M&J Seafood, Wild Harvest (fruit & veg), O’Kane Foodservice in Ireland, Freshfayre (chilled food), as well as businesses in France and Sweden (Menigo). UK & Ireland income alone rose from £1.8bn to £1.95bn, while continental European operations contributed £943m (£648m). Brakes, whose new 200,000 sq ft Warrington depot is due to open in October, will issue 2013 firsthalf trading results shortly. Tel: Brakes Group (01233) 206000.

Treasury step is only small beer C&C/wholesalers have welcomed the Treasury’s decision to effect proposals for a registration scheme which will help to reduce the annual loss of £550m in beer duty revenue. The idea, proposed by the Federation of Wholesale Distributors and subject to an HMRC consultation, will be developed in partnership with C&C/wholesalers and other industry stakeholders. FWD chief executive James Bielby said: “We are delighted that the Government has heard our voice and is consulting further on wholesaler registration. This is a positive step and we look

• Cash & Carry Management • August 2013

forward to working with HMRC on the details of how the scheme will operate. “However, we are very disappointed that other measures which would wipe out the illicit market for beer will not be taken forward.

Bielby: Delighted, but ...

“By rejecting HMRC’s proposal for fiscal marks on beer products – similar to those on bottles of spirits – the Government has missed a chance to drive criminals out of the beer market and restore a huge revenue deficit, as well as demonstrate its support for legitimate wholesalers and the thousands of law-abiding retailers who buy from them.” Bielby added that beer duty fraud, at a cost to the Treasury of £46m every month, forces responsible C&C/wholesalers to compete with criminals. Tel: FWD (01323) 724952.

Golden Rum is the fastest growing spirit in the Off-trade, growing at +28% YOY* - S o, golden rum is a must stock Your customers’ awareness of the Cockspur brand name is increasing year-on-year** Our promotional bottle is offering your customers the chance to win an all-inclusive beach holiday to Barbados! - S o Cockspur is your must stock golden rum brand Cockspur Golden Rum. From the distillery, on a beach, in Barbados. *

Source: Nielsen MAT volume to 27/4/2013 Source: W&M TNS Brand Tracker 2012



This idea has a ring to it! 3663 has launched a new ‘mobile-optimised’ version of its website. Customers will be able to see a version of the site specifically designed to fit their handset, giving them the freedom to order at a time and place convenient to them. Having seen an increase of nearly 300% in mobile visitors to its website, with over 20% of them calling weekly using a mobile device, head of e-commerce Nicholas Weber said: “Growth in

mobile and online ordering has been seen across the food industry, and we believe mobile commerce can really enhance how our customers do business with us. “Our mobile-optimised site requires no additional software or app to be downloaded and is extremely easy-to-use. “We’re confident that this version of will deliver an enhanced customer experience.” Tel: 3663 (0370) 3663 000.

More for NSPCC to the £3m already collected for the charity since 2006 by the symbol group’s chain of stores across the UK. Tel: Henderson Group (02890) 342733.

Three tray bakes The Classics brand marketed by Fairway Foodservice has been expanded with three frozen tray bakes: Real Coconut & Raspberry Jam, Chocolate Brownie and Millionaire Caramel Shortbread. Group marketing manager Richard Ellison said: “Desserts is the area in which caterers and foodservice operators can really boost their bottom line – but


SPAR’s Finest Reserve Scotch whisky won a silver award at this year’s International Spirit Challenge. It comes in 20cl, 35cl, 70cl and one-litre bottles, the rsps ranging from £5.50 to £17.89. Chris Lewis, licensed trading director, said: “This is an exceptional quality blend, made in Scotland. “We are delighted to see it recognised at the ISC event.” Tel: SPAR UK 020-842 3700.

Xmas range extended

Paddy Doody (right), Henderson Group sales & marketing director, with broadcaster Adrian Logan and the NSPCC’s Joni Rock.

A SPAR garden party organised by Northern Ireland wholesaler Henderson Group raised £33,000 in aid of NSPCC Childline. This amount is additional

Images on the new website.

Silver award

the offer needs to be tempting to get consumers to ditch their diets and spend their cash. “We’ve introduced these tray bakes to be as costeffective as possible.” The £494m combine, with 20 member wholesalers, offers a full range of desserts under its Classics and Decadine labels. Tel: Fairway Foodservice (01422) 319100.

• Cash & Carry Management • August 2013

3663 is offering customers a wide choice of products for Christmas, including 30 new dishes, covering starters, mains and desserts, and 12 additional styles of crackers and tableware. Among the items appearing in the seasonal buffet list for the first time are Thai haddock fish cakes and wasabi prawns, and Mexican chilli beef empanada and salmon fish cakes. New mains include salmon en croute with oyster mushrooms, asparagus & goats cheese, sweet chestnut & redcurrant roulade with a red onion compote, and fresh turkey breast ‘skin-on raw’. Among the desserts are new ‘Eaton’s Duo’ chocolate truffle and lemon & raspberry posset. Marketing manager Gail Bridgeman told Cash & Carry Management: “Customers said they wanted Christmas made simpler, with 3663 supplying all their needs. They also mentioned product innovation. “We have also introduced

Bridgeman: ‘Christmas is being made easier.’

22 more images in our brochures and provided recipes, cooking times and wine ideas.” In addition, 3663 will be repeating its Safari Millionaire points scheme. Bridgeman said that online ordering by customers throughout the year has increased by 350% – albeit from a low base. Tel: 3663 (0370) 3663 000.

swa update

Essential role Lobbying, one of the key roles of the Scottish Wholesale Association, is a word that sometimes fails to strike a chord with our members because they don’t always understand what it involves, how we do it or, crucially, why we do it.

by Kate Salmon

BUYING GROUPS The September 2013 issue of Cash & Carry Management will include a feature on Buying Groups

To advertise in this issue, contact David Ford on (01342) 712100

It’s really quite simple: never before has the wholesale sector been faced with so much legislation. Changing demographics within the Scottish population and trends in our nation’s lifestyle – and the creation of the Scottish Parliament and Scottish Government – have inevitably brought with them new issues and policies for the SWA and its members to take on board. Our lobbying function, therefore, is particularly important because it is our duty as a progressive and responsible trade association to represent the best interests of our members. Changes to Scotland’s licensing laws have brought with them huge challenges for Scotland’s wholesalers and their customers so the SWA has made it a priority to engage with the Scottish Government to ensure that the new legislation is as clear as possible. Lobbying has also been robust in the area of tobacco legislation, resulting in the SWA influencing the new tobacco laws introduced under the Tobacco and Primary Medical Services (Scotland) Act. Our Monthly Review, compiled by independent consultant Scott Brady who heads up our lobbying function, means that our

members are fully briefed on this and all of our other lobbying activities. An upcoming area of concern is the threat of legislation hanging over our members and their customers with regard to confectionery. The Scottish Government wants retailers to remove confectionery from tills, aisles and around checkouts and has said it wants to commit to new formulation targets for 2015 across nine product categories – so it is absolutely vital that the SWA reaches out to the politicians and key decision-makers. In November, the Association is to host its first-ever parliamentary reception for MSPs at the Scottish Parliament when we will use the occasion to discuss various issues affecting Scottish wholesalers. Taking the form of a drinks reception, its purpose will be to explain the role of the Association and give MSPs their first opportunity to meet with the trade at Holyrood. Lobbying is essential – we will leave no stone unturned when it comes to representing the best interests of our members and their customers. Tel: Scottish Wholesale Association 0131-556 8753.

Cash & Carry Management

• August 2013 • 11

customer cares

sponsored by

Superior service This month John Wood is in Sheffield to talk to traders about the wholesalers they use. Paul Keys* Keys News Local Store Wholesalers used: I use Parfetts for almost everything. I first went there when it opened in Sheffield in 2004, but I stopped after about a year because there was a lot of stuff that used to go out of date. Then I shopped at Booker and Batleys for a while. I decided to give Parfetts another try five years ago when its milk was cheaper than Batleys, and I have been going there ever since. I visit every day because I have almost no room for stock, so I’m using them as my stockroom. This is only a tiny shop, but I carry a wide range, with 200 types of wine, beer, grocery and greengrocery, chilled & frozen food, and confectionery. Plus points: I think Parfetts are fantastic. They are ever so helpful and friendly. I’ve joined their Go Local group and they are excellent. I look at other wholesalers’ prices, but because I am in Go Local I get lots of offers, which draw customers into the shop. I looked at other buying groups but I think Go Local is the best there is. For example, they have just helped us source a new EPoS system through the Retail Data Partnership, because our old one was on its dying legs. They have paid for it provided I guarantee to shop with them for another year, which I would have done anyway. I can’t think of any conceivable reason to go anywhere else. There have been a few minor glitches with the EPoS system, and the Retail Data Partnership have been good at sorting them out, but Parfetts managing director David Grimes and their head of IT are coming in to see how it is working. The former managing director Steve Parfett has been here in the past too. Where else would you get service like that?

Mohammed Bashir Woodseats Newsagents Wholesalers used: Batleys is the wholesaler I use mostly, but I also go to Hancocks for confectionery and to Parfetts. I usually visit Batleys about once a week and I always go to Hancocks at the same time because it is only a few doors away. I also shop about once a week at Parfetts. Plus points: Batleys has everything I need under one roof, so instead of going from one wholesaler to another and risking someone breaking into my van and thieving, I can get it all in one place. I’ve been going to Batleys for nearly 10 years and the staff there are very helpful. Also Batleys and Parfetts are two of


• Cash & Carry Management • August 2013

the best for stock – they rarely run out, even when it’s hot like now and everyone is buying soft drinks. I buy from a list and I know where everything is. There is rarely a queue so I can be in and out of the depot without any delays. No-one wants delays because they want to be back in their shops. Also, the prices are good at Batleys – they are a lot better than some others – and they have good offers. Batleys’ depot is only about two miles away, so it is quite near to me as well. Suggestions for improvement: A rep from one of the cash & carries came in and asked why he hadn’t seen me for while. He said he had some good offers that would interest me, but they were nearly all on beer, and I don’t sell beer, so a better understanding of the businesses they are selling to is needed.

Jules Evans chooses Makro for its prices.

Jules Evans Spoon Café/Bistro Wholesalers used: Makro is the only cash & carry I go to. I also use a local delivered wholesaler, R Hicks, but I try to buy as much local produce as possible so I don’t source a lot from wholesalers. I go to Makro about once a fortnight for soft drinks, oil and a couple of fresh produce items. Plus points: The main reasons I use Makro are because it is local and it’s cheaper than Costco on the products that I use. The staff are helpful, it has good availability and there are no hold-ups. Suggestions for improvement: Makro has no offers on the products that I am buying. * Customers are chosen at random for this article. There had been no contact between Cash & Carry Management and Parfetts about Paul Keys prior to the interview.


‘I enjoy making things happen’ This month’s article features Sue Knowles, marketing & admin director of Costco UK. What has been the major milestone or turning point of your career? While working for Avon Cosmetics as a PA, my boss was taken ill and an American director, Paul, was brought in from the New York office to cover her absence. He asked if I wanted to progress within the company: he then became a major supporter of my increase in knowledge and responsibilities. Within six months I was a junior marketing manager, and within four years I was head of my own department. Who has been the biggest inspiration to you? There have been many. One was my dad who believed that life was to be enjoyed and that every possible opportunity should be taken. He also instilled in me a work ethic: to always do my best but make sure I enjoy it as well. Another inspiration was my husband Peter. When I first started to gain success career-wise, he was alongside me every day, supporting me and giving me belief that I could do anything. As regards work, an inspiration was Jim Sinegal, co-founder of Costco and past CEO. I met him in 1993 just before the merger with Price Club was announced. I was amazed when he sent a note to the employees saying there would be no redundancies and it was a great opportunity. Everyone believed him. I felt I wanted to work towards being thought of in that way – absolute belief and trust in my words and actions. How do you maintain a work/life balance and how have developments in technology affected this? I don’t – it is impossible given my role within the company and my paranoia of failing or letting someone down. What I do have is an amazing partner, Peter, who takes care of everything. In the last 18 years since he took early retirement I have not cleaned, shopped, washed or done anything that remotely involves looking after our home or me!

Costco UK employee no.6! Sue Knowles started her career in 1984 at Avon Cosmetics as PA to the operations director. Within five years she was senior product manager. She left to join Booker Cash & Carry as PR manager following its acquisition of Linfood, and then joined Costco in 1993 as its UK marketing manager. Knowles was a founder member of the UK start-up team: she was employee number six! Since then, she has remained responsible for all marketing and HR for the company as it has grown to encompass 25 branches. Her title is now marketing & admin director.

Sue Knowles and her sister Linda after completing the Race for Life in memory of their dad.

What most frustrates you in business (and in life generally)? The general lack of pride that some people have in what they do and how they represent their company. Most of us are fortunate enough to have a job so why do some people not respect their company, give great customer service and show their pride in how they communicate and how they look? If you were able to retire tomorrow, would you, and if so, how would you spend your time? No, I would not retire tomorrow but I would like to when I am around 65 so that I am still fit enough to enjoy time with my family. However, even if I retire as a full-time director, I think I would still be involved in Costco in some way, whether it was training, consultation or working in my local warehouse. What advice would you give someone starting his/her first job? No matter what you do, enjoy it – you are going to (hopefully) spend a long time working so enjoying it will make it easier to get up on those dark cold mornings. Never say no to learning something new, and be flexible. If you are flexible many opportunities land on your lap when you least expect them. What type of business would you have gone into if it wasn’t C&C/wholesale? I do have a hobby that I use within my role at Costco – event management/planning. I have always enjoyed making things happen, from my daughters’ weddings to Costco’s annual charity golf event. Peter and I have been together for 35 years and this year we celebrate our 25th anniversary, so we are renewing our vows in Las Vegas. The fun in planning is almost as good as the event (and, of course, the dress) will be! If you had a million pounds to invest in business, how would you spend the money? I am fortunate in my job to travel all over the world and one area that always impresses me is the excellent service given in comparison to that in the UK generally. So I would invest in enriching employees with company knowledge, how valued their role is, and how they can execute great service.

Cash & Carry Management

• August 2013 • 13

fwd conference

Route to a million customers The breadth of the wholesale market was emphasised at the FWD’s annual conference. The theme of the FWD conference, ‘Wholesale: the Route to a Million Customers’, emphasised that wholesale is a strong competitor to the supermarkets, offering suppliers an alternative way to reach new and existing customers. However, Booker Group chief executive Charles Wilson had a much stronger message. He told the conference: “The age of the supermarket and hypermarket is grinding to a halt.” He backed this up by referring to IGD fiveyear growth forecasts showing convenience retailers at 29% compared to the supermarkets at only 8%. Responding a question later, he said: “There are independent retailers and caterers who don’t have the invested infrastructure some of the multiples are carrying, they don’t have the antiquated IT Wilson: supermarkets and some of them are carryhypermarkets grinding to a halt. ing, they are not overrented, some of them are not over geared, and as a result independent businesses over the next five years are going to have a good time.” Wilson said dramatic changes are taking place, driven by the internet and online retailers such as Amazon and Alibaba. He added: “The world is changing massively and our job as wholesalers is to help independent retailers, caterers and small businesses go where the growth is.” The internet is a key element of Booker’s business. “When I stood up in 2005 and said the internet was the key to our future, a lot of people asked why? Then we were doing around £15m in online sales. We’ve just done £704m, with 255,000 customers using the web,” he stated. “We are closer to the beginning of the journey on the web than to the middle. We’re just at the start. It’s the most exciting thing about the wholesale trade for the years ahead.” Fielding a question after his presentation, Wilson expressed strong support for price-marked packs (PMPs). Asked whether there are too many PMPs and whether the margins are sustainable, he said: “More price-marked packs are absolutely critical. “They give the consumer confidence in the independent outlet. They work for the retailer, the supplier and the consumer. I would give caution: don’t take the Mickey. There is nothing worse than seeing a price-marked pack that looks too expensive compared with the deal they can get somewhere else. Be careful, but bring it on.” FWD chief executive James Bielby emphasised the opportunity for suppliers to drive sales through the wholesale


• Cash & Carry Management • August 2013

channel. But he said that while the convenience sector is an obvious growth area, it is only half the story. He pointed out that new business models are springing up, such as a pub with a shop in it, or coffee and cakes in a bookshop. “The great thing about these businesses is that they aren’t bound by traditional ideas of channels. And why should they be? Consumers don’t see channels, they see opportunities to purchase.” He said the job of wholesalers is to support and guide these businesses, using their sales data to help them make informed choices. He explained: “Wholesale is no longer the art of shifting boxes. We’re collecting sales online and influencing choice. “Nor is it all about cash & carry. We’re changing the mix of delivery and collection, with online ordering the basis of both. Click and collect is big business.” Bielby said wholesalers could use their expertise to work in partnership with suppliers to ensure they are getting the right products to the right customers. Darren Goldney, sales and customer development director at Coca-Cola Enterprises, suggested that the opportunity for suppliers is much greater than just the one million customers the conference theme said wholesalers could reach. If each supplier only has 10 brands, that is 10 million brand opportunities. With three SKUs for each brand, the figure reaches 30 million, and with 150 affiliated suppliers the opportunities amount to about five billion. “From the perspective of getting our products in front of consumers, this channel affords us a massive opportunity – it’s billions not millions.” Speaking as a member of FWD’s Supplier Council, Goldney said that wholesalers and suppliers need to work together better to fully exploit this opportunity. Addressing wholesalers, he said a long-term focus is needed: “Help us stop chasing the case. Let’s not talk about margin enhancing the best products that people will buy 80% of the time. Let’s talk about developing the business so the actual category grows. And please continue the good focus on driving promotional and core range compliance.” To suppliers, he said: “Rather than condemning the fact that there has to be two margins in this chain versus grocery, we should celebrate it, recognise the value of this channel, and get to the right price points with sufficient margin to accomBielby: new business models modate the price point.” offering fresh opportunities. Goldney said that

fwd conference suppliers need to get behind wholesaler Nikkita Mulchandani, retail club and initiatives that support whole stores, such marketing manager at Imperial Cash & as retailer clubs, rather than just focusing Carry, said a younger generation is coming on their own businesses. into the business with an understanding of Three representatives of the latest gennew communications platforms and how eration of wholesalers gave their perspecthey can be used in marketing and custive on how the industry could harness tomers relations. advances in IT. She said: “When I joined I asked ‘Why Simon Hannah, managing director of don’t we email and text our customers?’ JW Filshill, described developments in IT as After all you never see a retailer walking the biggest opportunity in five generations, around without a smart phone in his hand. benefiting wholesalers and their customers, Therefore we have concentrated on buildand engaging consumers. ing up our email, mobile, Facebook and Looking at wholesalers’ systems, he said Twitter databases. These initiatives have Mulchandani: cut the jargon in Filshill had invested £125,000 in voice made it easier for customers to take advanmarketing literature. recognition technology for order picking. tage of our best offers and new relevant He added: “Sanderson, our IT supplier, products.” made a bespoke programme to calculate She told suppliers that independent how long an order should take to pick, and retailers can be the champions of their the order picker is rewarded if he achieves brands and upsell in a way not possible for 100% performance. Wages are on a sliding the multiples, but to do this they need eduscale. We have rolled out similar technology cation about the products. To facilitate this, across all warehouse operatives. They now Imperial invested in building a conference get paid for the work they produce, not for suite next to its depot where training semijust turning up for work.” Warehouse effinars for retailers can be organised. She ciency is up 26%. said: “This gives suppliers a unique opporIn logistics, load optimisation system tunity to have direct interaction with our Optrak has saved the business £120,000 by retail club members.” reducing the vehicle fleet. It has also She also had advice for suppliers on increased orders per vehicle by 11%, and communications: “Speak the customers’ Hannah: IT offers biggest produced a 3% improvement in miles per language. Keep a check on the jargon. opportunity in five generations. order. Through driver training and vehicle Where we are based in north London there tracking Filshill has improved miles per are a number of Kurdish, Turkish, Polish and gallon from 9.81 to 10.37, producing a £30,000 saving, of Sri Lankan retailers. which £10,000 has gone back to drivers in bonuses. “Brand messages need to be kept simple, brief and in an Filshill’s IT team has also invented an in-transit CCTV syseasy-to-understand format.” She added that translation into tem called Mobileyes, which can track every single unit into particular languages would be useful, and too much supplier retailers’ stores. Hannah said it has given Filshill the ability to literature is littered with phrases like ‘NPD’ and ‘value proporeject false shortage claims from customers, and £15,000 sition’. had already been saved this year. He is looking for other She said that improved communications had helped to companies interested in running a free trial of the system. boost the business. “In 2012 we grew our retailer club from When it comes to Filshill customers, Hannah said there is 120 to 180 members while maintaining strict entry criteria. a new generation reliant on IT, and there is strong growth in We have increased subscriptions to our email facility by use of web ordering. Filshill also offers customers ReScan 300% and distributed 1,000 USB sticks with planograms and EPoS, and the sales data it generates gives consumer market information.” insights that can be shared with suppliers to create specific Tim Adams, director of customer development at 3663, promotions. He said: “We want to reward the retailers who said: “The way we are communicating with our customers is are providing us with this data with enhanced consumer becoming far more advanced. mechanics and enhanced margins.” “Businesses are now able to target marketing campaigns Technology has also been extended to the sales team far more effectively through the use of any number of CRM with a tablet-based system produced by Sanderson. [customer relationship management] technologies. And with Filshill has a consumer-facing website for its KeyStore Facebook and Twitter leading the way with innovations in symbol group. In addition, there is a Facebook page to proconsumer marketing, there are responsibilities for both foodduce dialogue with consumers and encourage a ‘like’ and service companies and the larger manufactures to help our ‘share’ culture. customers leverage this technology.” The group has also launched apps for smart phones and He added: “The growth of e-commerce is something for is developing more. An example is a hydrometer that us all to focus on. Not only does it provide efficiencies in reminds customers to top up with water, and if they go within terms of order capture and processing but it also offers man500m of a store it automatically produces a promotion for ufacturers different ways of communicating their messages two bottles of 750ml Highland Spring for a £1. to customers.”

Cash & Carry Management

• August 2013 • 15


Maintaining momentum Vodka remains a dynamic category with that something-for-everyone appeal. Vodka is the biggest sector within the UK convenience spirits category, with £343m value sales year on year (Nielsen convenience value sales MAT to w/e 25 May 2013). Smirnoff Red Label 70cl, the Diageo-owned drinks brand, is the UK’s number one vodka with a 32.6% value share of the vodka category in the UK off-trade. The brand is worth £360m in value sales (Nielsen off-trade value sales MAT to w/e 25 May 2013). Flavoured vodka is growing at 6% ahead of standard vodka in the total off-trade and is now worth £27m (Nielsen reserve off-trade value sales data 2 March 2013). Since the launch of Smirnoff Lime and Smirnoff Green Apple in 2009, the range has continued to add value to the flavoured vodka segment in the off-trade. Smirnoff has now introduced a new flavour to the range: Espresso Smirnoff. The launch is designed to attract a wider audience into the segment by offering new and existing Smirnoff consumers an inventive twist on their usual spirit and mixer combiNew variety. nation, and it presents an opportunity for retailers to drive incremental sales. Growth in 35cl spirits and other fractionals supports the evidence that shoppers are increasingly buying within a budget and looking for ways to save on spend during each shopping trip (IGD Shopper Track 2011). 35cl bottles now account for one-fifth of all spirits spend in convenience (Nielsen Scantrack convenience value sales MAT 2 March 2013) and fractional formats ensure that shoppers fulfil their ‘something for tonight’ mission (Diageo shopper understanding project with him! & Kantar Worldpanel 2011). Smirnoff is available in a variety of sizes, including 50cl, 35cl and 20cl – all perfectly suited to consumers looking for the quality of well-known brands with the convenience that these formats offer. Premium spirits are also selling well in the off-trade, with an increase of 10% in value sales year on year (Nielsen reserve off-trade value sales data 2 March 2013). The fact that consumers are choosing higher quality spirits shows a shift toward more quality-conscious drinking attitudes. Cîroc vodka is available across all channels and is the fastest growing luxury vodka brand in convenience, with 405% value growth year on year (Nielsen GB non grocery mults MAT w/e 22 June 2013). The premium vodka category is in growth in the


• Cash & Carry Management • August 2013

convenience sector, up 3% in value sales year on year (Nielsen Scantrack convenience MAT 2 February 2013), suggesting that shoppers looking for a luxury drinking experience at home are visiting their local convenience stores to purchase higher quality brands. There has been a big rise in the number of consumers purchasing premix in the convenience channel and it is now the fastest growing alcohol segment (27.9%). It is worth £14.6m in the UK convenience channel. Smirnoff & Cola is in 17.6% value sales growth year on year in the UK convenience channel and Smirnoff & Cranberry is up 9.1% (all premix data Nielsen convenience value sales MAT to w/e 25 May 2013). Price-marked packs are very important within the convenience channel. As Diageo’s shopper understanding research shows, having a price printed on the pack can reassure shoppers that they are getting fair value for their purchase, with 41% of convenience shoppers saying they want clearer pricing (him! price-marked pack research August 2011). Diageo offers PMPs for its range of vodka products, including flavoured vodkas and premix cans. All research by Cambridge Direction, 2012.

Summer campaign Whyte & Mackay has teamed Vladivar vodka with popular retail website to deliver a consumer campaign to run across the summer months. The campaign, which is centred on an on-pack promotion to win a new summer wardrobe, will be showcased via in-store/depot PoS, trade advertising and social media activation, reaching out to over half a million consumers. The creative for the campaign features the brand’s ‘Versus’ communication in which it pitches uncool scenarios against their much cooler counterparts. The campaign not only engages consumers via social media but also provides great standout for off-fixture displays and other PoS communication at the point of purchase. Brand manager Alexis Ovenstone comments: “Vladivar is currently growing at 8%, which is outperforming the vodka category. We feel that our new summer campaign will generate further awareness for the brand and continue to strengthen sales.” The promotion will run across all pack sizes, including the 35cl bottle, which is currently growing at a rate of 34%.

Vladivar is out-performing the vodka category

at +8% growth v +3%* 35cl sku driving sales, growing ahead of the category

at +34% growth v -0.7%* Customers are shopping little and often, so retailers catering for smaller basket sizes will find the 35cl bottle ideal

*Source: ACNielsen MAT to 22.06.13 value % change

vodka Price-marked pack Global wines and spirits producer Pernod Ricard has launched a £13.49 price-marked pack for its 50cl bottle of Absolut Vodka. Aimed at the independent off-trade, the new PMP will help independent convenience retailers drive rate of sale by offering consumers premium vodka at an accessible price point whilst still maintaining profit margins. The pack incorporates a premium neck tag, in line with the contemporary look and feel of the Absolut brand. PMPs are becoming increasingly commonplace in the convenience sector, with research providing a compelling argument to include them within the merchandising mix. A total of 86% of shoppers would trust the price of a PMP over the shelf price, and with 79% (him! PMP study 2011) of shoppers viewing PMPs as a promotion, the mechanic is an effective way to drive rate of sale and repeat custom. Commenting on the Absolut launch, Chris Shead, offtrade channel director for spirits, says: “The introduction of our Absolut price-marked pack demonstrates our continued commitment to the independent off-trade to provide solutions that will drive profit for the channel through increased rates of sale. “We have seen the success of both our Malibu and Campo Viejo price-marked packs and we are confident that this bottle will deliver the same sales opportunity for retailers, whilst offering consumers value for money at point of sale.”

invited to learn about each individual and pledge their support for the vision in which they believe most strongly. Additional support will be provided by the public and Grey Goose through social media activity and a calendar of inspirational events intended to offer the public a closer look at each Emerging Iconoclast’s vision.

Flavoured vodka Stolichnaya Premium Vodka, produced by spirits company Maxxium UK, has experienced growth of 34% in volume and 38% in value versus the previous year in the UK (total trade data Nielsen to 25 May 2013 and CGA to 20 April 2013). Original flavours form an important part of the brand’s growth strategy as the UK is one of the most developed markets for flavoured vodka. Stolichnaya launched the first commercially available flavoured vodkas in 1962, and reinforcing the brand’s heritage as the original flavoured vodka pioneer is key to the development of the brand going forward. Regular innovation includes the addition of two new premium flavours to the Sweet Indulgent range: Stoli Salted Karamel and Stoli Chocolat Kokonut.

Taste project Bacardi Brown-Forman Brands’ Grey Goose vodka is launching a new project called Grey Goose Iconoclasts of Taste, which supports new movements in food and drink. The campaign is conceived on the premise that the world needs iconoclasts, as they are the people who challenge traditional thinking and lead us to new and better things. And it was in this spirit that the creators of Grey Goose set out to create a ‘luxury vodka with taste’. Grey Goose Iconoclasts of Taste aims to seek out and support ‘Emerging Iconoclasts’ that share a desire to break the mould and challenge the status quo. The project sees four ‘Established Iconoclasts’ – mixologist Tony Conigliaro, chef Nuno Mendes, fashion designer Giles Deacon and curator Carrie Scott – all search for the next generation of Iconoclasts of Taste. Grey Goose selected each Established Iconoclast for their achievements in the worlds of food, fashion, drinks and design, against considerable opposition, making the four uniquely placed to identify individuals and visions for the project. Emerging Iconoclasts’ ‘visions’ will be profiled in more detail on, where consumers will be


• Cash & Carry Management • August 2013

Original flavours from Stolichnaya vodka.

Stoli Salted Karamel has just been awarded a trophy in this year’s International Spirits Challenge in the ‘vodka – flavoured premium’ category, further cementing Stolichnaya’s position as a pioneer in quality flavoured vodkas. The Sweet Indulgent range also includes Stoli Chocolat Razberi. All Stolichnaya premium styles are made from 100% natural flavours, and start with the “exceptional quality and original character” of Stolichnaya Premium vodka as their base.

For further information: Bacardi Brown-Forman Brands (01962) 762200 Diageo GB 020-8978 6000 Maxxium UK Ltd (01786) 430500 Pernod Ricard 020-8538 4000 Whyte & Mackay 0141-248 5771

products & promotions Flavour twist

Bubble-fun AG BARR – Barr Bubblegum is a new limited-edition flavour which ‘brings to life Barr’s playful personality’. In consumer taste tests, 84% of consumers said they would purchase Barr Bubblegum (LVQ Research, April 2013). The Barr brand is growing at 10% year-on-year (Nielsen Scantrack, value sales, MAT to 25 May 2013), with NPD playing an important part in this success. New flavours such as Cherryade, Appleade and last year’s successful Strawberry Sours have delivered an incremental £20m for retailers over the last four years (estimated retail value based on AG Barr sales data). Social media activity will raise consumer awareness of Barr Bubblegum, and a wide range of PoS material is available to drive visibility and encourage trial. Tel: AG Barr (01204) 664295.

Zoo logo UNITED BISCUITS (UBUK) – The biscuit and cake manufacturer has announced a new partnership for McVitie’s Penguin with the Zoological Society of London (ZSL). McVitie’s Penguin has committed to donating £80,000 to ZSL to help safeguard the future of penguins through its conservation research, monitoring, education and public engagement at ZSL London Zoo and ZSL Whipsnade Zoo. All McVitie’s Penguin packs will feature a new pack design including the ZSL logo to offer greater stand-out on shelf and communicate the brand’s commitment to supporting the charity’s work. The undertaking is being backed by a social media campaign, including competitions on Facebook. Tel: UBUK 020-8234 5000.


MONDELEZ INTERNATIONAL – Cadbury Eclairs, the UK’s favourite candy brand (based on strongest brand preference in the UK; Hall & Partners in 2012), has launched a new flavour: Hazelnut Twist. The chocolate centre of the Hazelnut Twist is combined with hazelnut flavours and covered in caramel to create a mixture of tastes and textures. The launch is being supported by a £2m UK marketing investment, including TV, outdoor, PoS, in-store, and sampling activity. Cadbury Eclairs Hazelnut Twist and Cadbury Eclairs Classic are all available in new 130g packs (10 packs per outer), price-marked at £1. Non-PMPs are also available. Tel: Mondelez International (08702) 400861.

Exclusive BRITVIC SOFT DRINKS – The soft drinks manufacturer has introduced a variety of new case formats exclusively for cash & carries. Smaller case sizes have been launched for J2O, Pepsi and 7UP 500600ml. Moving from 24-count, these brands are now available in 12-count cases enabling retailers to purchase a wider range of flavours. Britvic is offering impulse retailers 25% extra on Robinsons one-litre packs. The 1.25-litre bottles are featured across all flavours and are offered exclusively to the wholesale channel. 49p price-marked cans in cases of 24 x 330ml of Pepsi, Pepsi MAX and Diet Pepsi bring the Pepsi range in line with the existing 49p PMPs across the fruit carbonate cans range. Permanent 99pPMPs are available on small PET bottles of Pepsi, Pepsi Max, Diet Pepsi and 7UP. NonPMP cases remain available for all brands. Tel: Britvic Soft Drinks (0845) 758 1781.

• Cash & Carry Management • August 2013

Home cooking ZAHRA FOODS – Perween Warsi CBE, who was last year voted Food Personality of the Year in the Food Manufacturing Excellence Awards, has launched Perween’s Cooking Secrets, a range of authentic, freshly-blended Indian spice mixes with oil. The range comprises four Indian varieties: Traditional Handi, Balti, Jalfrezi and Madras. The 100g packs have an rsp of £2.95 and serve up to three people. Perween’s Cooking Secrets are not processed and are free from artificial flavourings, colourings and preservatives. They enable scratch cooks to create authentic Indian curries in less than 20 minutes. Tel: Zahra Foods (01332) 270670.

Less is more PROCTOR & GAMBLE – The homecare brand has launched Flash Liquid Gels, which can be used on most surfaces throughout the home without the need for dilution. The new gel-based format delivers two-and-a-half times the amount of cleaning power in every drop (compared to diluted Flash Lemon). This is being emphasised through the tagline ‘2.5x more power in every drop’ and supported by a heavyweight media investment including TV, print, in-store, digital and PR activity. Brand communications leader Isabelle de Morlhon says: “Not only does the new range offer outstanding cleaning performance and unparalleled ease of use, its compact size makes it so much easier to store.” New Flash Liquid Gels are available in Crisp Lemons, Cotton Fresh, Blossom & Breeze and New Zealand Springs scents across 400ml, 520ml and 600ml formats. Tel: P&G (0800) 597 3388.

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products & promotions Spicy crisps

Grab bags KP SNACKS – To capitalise on the growth within the snacking category (currently worth £2.7bn and increasing by 6%), Big Hoops is now available in a Grab Bag format, which replaces the standard Hula Hoops in Grab Bags. In addition, following the success of Big Hoops BBQ Beef £1 price-marked pack in impulse, Big Hoops Salted is now available in a £1 PMP. The total Hula Hoops range is worth £90.8m. Data: AC Nielsen total market w/e 8 June 2013.

Tel: KP Snacks (0845) 601 7583.

Festival flavour AG BARR – The soft drinks manufacturer is capitalising on carnival season with the launch of a limited-edition product and special promotional packs of the Caribbean-inspired soft drink KA. Citrus-flavoured limited-edition Karnival Krush is available in both a price-marked can (49p) and 500ml PET (89p). Promotional packs will also be available, with £1.29/2 for £2 packs rolled out across the one-litre range of KA Stills strawberry, pineapple, fruit punch and black grape variants. “KA sales increase by 11% during July and August (Nielsen Scantrack, value sales, July-Aug 2012 vs rest of year, total impulse) and our new packs will attract shoppers to fixtures all over the UK,” says Adrian Troy, head of marketing. A sustained marketing support programme for KA includes a major presence at leading UK carnivals, including Notting Hill, as well as the brand’s biggest ever consumer sampling programme. Tel: AG Barr (01204) 664295.


ALL ABOUT FOOD – A new range of ridge-cut crisps called Nando’s Peri-Peri Grooves has been created to appeal to a male audience looking for stronger tastes. Nando’s Peri-Peri Grooves are available in three flavours: Smokey BBQ, Spicy Chicken and Sizzling Hot. The packaging is designed to bring to life the groove-cut proposition and give the product more stand-out on shelf. To cater for both the grocery and impulse market, Nando’s has developed a 150g pack for sharing and a 40g pack for individual consumption. Declan Lockett, marketing director at All About Food, which produces at-home products under licence for Nando’s, says: “The strength of the brand, coupled with the fantastic product quality, means Nando’s Peri-Peri Grooves will really spice up the fixture and provide a compelling reason to buy.” Nando’s will be driving the launch with experiential sampling and reader offers throughout the summer. Tel: All About Food (01695) 556427.

Sweet faces MONDELEZ INTERNATIONAL – The Cadbury Dairy Milk Freddo brand has been extended with Freddo Faces. The new product features 10 individual faces made with Cadbury Dairy Milk, with five different expressions: happy, in love, grumpy, confused and cheeky. The launch is being supported by PR, PoS, digital and trade advertising. The Cadbury Dairy Milk Freddo brand is worth £19.3m in the UK and is the number one kids’ chocolate unit seller, growing total brand sales at 14% year-on-year (Nielsen, total value to w/e 25 May 2013). Tel: Mondelez International (08702) 400861.

• Cash & Carry Management • August 2013

Slim tin COCA-COLA ENTERPRISES (CCE) – Coca-Cola, Diet Coke and Coke Zero are now available in a new slimline 250ml can format. Pressures on disposable income have contributed to a fall in convenience shoppers buying immediate consumption soft drinks over the last three years (Kantar Worldpanel data MAT to 17 March 2013 on the go). The new pack offers increased choice and greater affordability (cost per 100ml of 250ml can is equivalent to 330ml, based on CCE rsps of 49p and 65p respectively). The 250ml format comes in a plain can or a 45p price-marked pack. The launch is being supported with a targeted marketing campaign featuring a new TV commercial, outdoor and online media. Tel: CCE (08457) 227222.

Mixer range COTT BEVERAGES – Drink brands Old Jamaica Ginger Beer, ting and Ben Shaws have joined together to offer ontrade outlets a new range of soft drinks and mixers. The range of 200ml glass-bottle drinks includes Old Jamaica Ginger Beer, Caribbean grapefruit crush ting and Ben Shaws in Bitter Lemon, Tonic Water, Low Calorie Tonic Water and Soda Water varieties. Ally Whitehead, brand manager for Ben Shaws, says: “According to recent research, soft drinks are the third largest contributor to on-trade drink sales. Given this market trend, and the loyal following behind each brand involved, we’re confident that this new mixer collection will deliver great sales results.” Tel: Cott Beverages (01509) 674915.

A proven promotion checking service for suppliers to the C&C/wholesale sector from Cash & Carry Management For further information: tel: 01342 712100

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Companies already signed up include: Accolade Wines, Ceuta Healthcare, Coca-Cola Enterprises, Cott Beverages, First Drinks, Heineken, JTI, Mondelez, Nestlé, SHS Sales & Marketing, Taylors of Harrogate and Unilever We have promotional data covering the major cash & carries. You can view promotions by category, product description, manufacturer’s name, wholesaler, or promotional date. Information that you will find on this site includes WSP, RSP, POR and all deal mechanics. With Promo Checker you can check previous or current activity, as well as competitors’ promotions, and download into Excel or store offline. All data is updated monthly. Additional management reports and sector promotional overviews are available on request. A monthly newsletter is emailed to all users. This service will save you time and money and your sales people can be updated instantly.

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“Promo Checker is a really useful tool to identify activity within the market with minimal impact on resource. Through time, this checker will be in a position to deliver a one-stop-shop insight into wholesale activity relative to your area.” Alan Wilkinson, Business Development Manager, JTI

“Promo Checker enables me to quickly get a rounded view of all the relevant promotional and competitor activity. This is mainly down to its concise and informative format.” John Sutcliffe, Out of Home & Convenience Channel Controller, Taylors of Harrogate

“Promo Checker is a user-friendly tool that enables me to monitor competitor activity at the click of a button. It saves me a lot of time as I do not need to go through individual promotion brochures/leaflets any more.” Soraya Hussain, Customer Marketing Manager, Mondelez International

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What’s cooking in the kitchen? Summer sunshine has done wonders for the catering sector, with consumers wanting to make the most of it by eating out. We take a look at some of the products that will be tempting them. Historically own brands and specialist brands have dominated the catering sector, particularly back of house, but increasingly consumer-facing brands are seeing an opportunity for growth. Taylors of Harrogate is one company looking to leverage the power of its retail brands in the catering and foodservice sectors. The Yorkshire Tea brand in the total market is worth £67m at retail sales value and is growing by 8.8% year on year. It is the third largest brand in the standard black teabag market taking a 15.7% value share. Yorkshire Tea 80s, 160s and 240s are the best-selling lines in the Yorkshire Tea range, but the Gold (Taylors’ premium blend) and Hard Water lines also feature in the top 20 SKUs, and are all seeing strong year-on-year growth, according to channel controller John Sutcliffe. He adds: “We are the only major brand to create a blend of tea specifically for use in hard water areas, ensuring the great taste of Yorkshire Tea can be enjoyed all across the country.” The Taylors Coffee offering comprises the Lifestyle range, the Gourmet range and beans. Sutcliffe says: “Taylors is a £39m brand and we are the leader in the roast and ground coffee sector. Taylors coffee is growing strongly at 16.2% year-on-year in value – the fastest growing of the major brands in the sector. Six of our top-selling lines feature in the

BUYER’S VIEW FROM HQ Tom Gittins, business development manager of Confex, says growth in the foodservice category is being driven by a significant increase in the sale of hot beverages, amounting to 24.6% in the year to date. He adds: “Suppliers such as Mondelez (Kraft) and Nestlé Professional (trading at +33% and +26% respectively) report that this increase aligns with the growth of the ‘food-to-go’ sector along with the continuing increasing café culture trend. Members are telling us that the growth is partly coming from new coffee shops opening, but also that the prolonged winter might have underpinned these figures. “Our suppliers continue to work closely with Confex with a strong promotional programme, including innovative new product development in this sector. Overall Confex is projecting double-digit growth within the hot beverage sector through to 2015.”


• Cash & Carry Management • August 2013

top 10 of the market, with our Rich Italian, Lazy Sunday and Decaffe being the top three products of the sector, according to Nielsen total market 52 weeks to May 25, 2013.” Sutcliffe adds: “We focus on providing high quality products across our mainstream black tea, speciality tea and roast and ground coffee, and we achieve this by working with some exclusive tea and coffee estates globally. We ensure we operate in an ethical manner with all of them.” He says the company’s customer base across restaurants, bars and cafés is developing rapidly, with businesses such as East Coast Rail, Hotel Du Vin, Welcome Break and the National Trust offering its products. Sutcliffe says: “One of our main objectives is to do something a little different and create some theatre and a celebratory feel to our offer. Our twitter campaign with East Coast, #teaonthetrain, has ensured that we are engaged and interact with our consumers who experience our Yorkshire Gold in-cup on board. “Additionally, we remain focused on our local Yorkshire businesses and aim to provide a full product and marketing offer within our heartland.” He says the wholesale sector is vital to the business because it ensures that the supplier has good depth to its distribution and gains the national coverage required to broaden awareness of its range. He adds: “The key factor is to work in partnership with the wholesale trade. We look to create a collaborative way of working, allowing us to educate the wholesalers as best as possible using our industry and product knowledge. “There is a great opportunity at the moment to really build the image of tea in the out-of-home channel. There are far too many poor products in the trade and we need to ensure that we offer consumers an out-of-home experience that is as good as they would have in-home. Stocking a good range of quality and affordable teas is a good way to achieve this. “We have built a strong reputation in many trade channels on the consistent quality of our products. By stocking our range this will give the wholesalers a good reputation with their customer base and it will serve as a point of difference in the trade to products which do not offer the same high standard.”

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catering One of the developments Taylors is hoping shortly to launch with the trade is a food pairing initiative. Sutcliffe says: “We have seen this done in the wine category and there are certainly parallels in both tea and coffee. Additionally, we have already worked with Roosters Brewery (Knaresborough) in producing beers that include our coffee and our speciality tea as an ingredient and we have also done the same with Jakes Cocktails in Leeds in producing a Yorkshire Pimms-type drink which has our tea in it.” Looking to the future, he adds: “We are extremely passionate about what we do as a business and will be investing significantly in our brands during the next 12 months. The highest profile activity will be our link with the England Cricket Team as their official brew.”

Reassurance for consumers Tetley’s position as the tea brand with the highest household penetration (Nielsen, June 2013) has a positive effect on outof-home distribution and consumption, according to Dorothy Seiber, Tetley marketing director out-of-home EMEA. “Where consumers are looking for the reassurance that outlets serve a quality cup of tea, Tetley delivers,” she says.

She says both cash & carries and delivered wholesalers are a significant distribution route for Tetley, adding: “As a category-leading brand, Tetley is fortunate enough to be a ‘must have’ brand for our wholesale partners. Thus, we enjoy a broad and national distribution network, with large volume contract business being serviced through many delivered wholesalers, and additionally, the convenient availability of foodservice specific formats through cash & carries for our independent customers. “Appreciating the importance of the role and service our wholesale partners provide, we have a dedicated team focused on the trade channel, ensuring we are meeting their needs and enabling them to offer the right tea range to their customers.” She adds: “Tetley has always been very proactive in offering exciting and commercially appealing promotions through our wholesaler partnerships. Our significant above-the-line consumer advertising investment delivers awareness and reassurance for wholesalers, cash & carries and caterers. “With the launch of the new Tetley Tea Academy, we pledge not only to offer commercial promotions but also to lend our support and expertise to help drive operators’ tea sales by leading the resurgence of tea out-of-home and exploiting the huge growth potential for tea. “From advice on serving the perfect cup of tea and the art of personalisation, to capitalising on associated food sales and marketing a menu, the Tea Academy is home to practical advice for each and every channel to make their tea offer personal to their customers.”

Solutions for all occasions

The Tetley Tea Academy provides advice for operators.

Mondelez International’s wide range of products, including some of the world’s favourite brands, like Cadbury, Kenco, Belvita, Oreo, and Philadelphia, means it has something to offer foodservice customers at every point during the day for every out-of-home occasion, according to trade communications manager Susan Nash. She says Cadbury is the number one confectionery brand in the UK, valued at more than £791m (Nielsen, total value to week ending 4 May 2013), while Oreo is the world’s number one biscuit (Euromonitor 2011), and Belvita is the UK’s

Seiber reports that due to the significant consumption of tea within workplace and healthcare, 1100s black tea remains the highest volume format currently in the foodservice market. However, this is changing as consumers diversify into speciality tea and as fruit and herbal variants increase in popularity. Innovation is boosting Tetley’s sales, with its ‘On the Go’ range driving incremental growth in the market, especially in travel and leisure. The formats include a convenient ‘Freshseal’ offering, which enables the operator to quickly serve a cup of tea without having to handle the tea bag. The consumer can then brew their tea to the desired strength. “Both the Tetley On the Go and Freshseal solutions are Tetley branded,” says Seiber. “The recognition of a quality household brand and the ability to personalise their own tea in a quick service environment will reaffirm to the consumer that their spend will be rewarded.”


• Cash & Carry Management • August 2013

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catering number one healthy biscuit (Nielsen, total value to week ending 18 May 2013). In hot beverages, Kenco Millicano is the number one wholebean instant coffee (Nielsen, total value to week ending 23 May 2013), and Kenco is seen as the most ethical soluble coffee brand (IPSOS brand health checker, 18 May 2013). She adds: “Our portfolio of world-leading brands, spanning confectionery, coffee, cheese and biscuits, means our products have a place in almost all catering outlets, and we service all the different sectors of the foodservice market.”

Nash says: “As one of the main routes to markets for our products into foodservice, cash & carries are incredibly important to our business. We believe that by working in partnership and providing category advice, we can both achieve our aims and help to grow their business. Our products meet the demands of their foodservice customers, with leading brands to signpost the categories. High brand awareness is supported by strong marketing to both consumer and trade.” When it comes to confectionery, says Nash, purchases are highly impulsive and so visibility is key. Cadbury research found that in retail, 68% of customers do not see confectionery while in-store, but of those that do, 80% go on to purchase, and the same principles can be applied to catering outlets. She says: “We recommend that wholesalers advise their foodservice customers to maximise impulse purchases by locating items such as confectionery and biscuits by the till, using manufacturers’ PoS to signpost the category.” With the rise in coffee shop culture, consumers’ taste expectations have changed, and people are now looking for a better quality hot beverage when out of home. The most popular time to drink coffee is first thing in the morning, followed by mid-morning for an early pick-me-up. Nash says: “Wholesalers should advise their foodservice customers to offer a product which meets the taste requirements of their consumers and signpost their offerings during these peak consumption times to help maximise sales.” She adds: “Make sure you stock a range which meets the needs of your foodservice customers and their consumers throughout the day. For example, on-the-go snacking is on the up, so convenient snacking products are a key range. “Additionally, different times of day call for different products. A total of 46% per cent of consumers skip breakfast, so there is a need for convenient on-the-go breakfast products such as Belvita Breakfast. Chocolate is mostly consumed in the afternoon, particularly out of home – a trend that is often driven by the need to combat the afternoon dip. “Wholesalers should stock best-selling soluble, wholebean


• Cash & Carry Management • August 2013

instant and roast and ground coffee lines to ensure they have a range that meets the operational demands of outlets and the taste expectations of their customers.”

Getting the pack size right Bradbury Cheese has been in business for almost 130 years and claims to be the largest independently owned cheese business in the UK. It trades only in cheese and the Buxtonbased company has a turnover of £85m and 120 employees. Marketing director Chris Chisnall says the company supplies over 1,200 SKUs across more than 300 different types of cheese from 250 different suppliers, sourcing cheese from UK suppliers and bringing it in from all over Europe, with supply hubs in Holland, Paris and Milan. One of its biggest sellers is Old Amsterdam, a mature Dutch Gouda, for which it has UK exclusivity, and it is one of the largest importers into the UK of hard Italian cheese such as Parmesan and Grana Padano, in packs varying from 200g up to 2-3kg. Chisnall says: “Particularly in foodservice and cash & carry, two of our core products are French Brie and French goat log because those are the types of items that foodservice operators stock. Cheese slices are also big sellers with products like Cheddar, but also other variants such as speciality cheeses like Emmental, Edam and Monterey Jack.” He says that at the core end of the market – such as block Cheddar – promotions are important, particularly as there are currently some big price rises due to the increasing cost of milk. “But a lot of the products we are working with are speciality or continental cheeses and we are trying to introduce them and get them better known to customers,” he adds. “So we do things like sampling in depot, as well as price promotions to try to encourage people to trial a product. We also produce menu leaflets and help customers understand products and how they can use them.” He says pack size is very important. “Previously people have just used the existing pack sizes but we have said to our suppliers that 1kg, 2kg and 3kg in the UK are too big.

French cheese log is a popular product in catering.

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catering The dairy dimension

Customers would much rather buy 600g or 750g packs – that’s bigger than retail packs but not too big for people to trial it. The last thing we want is for a chef or someone in back of house to use a little bit, put the rest in a fridge and then it goes off. They need a relevant pack size so they can use the product and then repeat purchase, so we work with a lot of our suppliers to generate packs that are the right size. “In France they sell 15kg wheels of Comte but that is just not relevant in the UK. In the UK they don’t know the taste and the flavour and we need to introduce it and get people used to the product and to putting it on their menus, and the only way you can do that is by having the relevant pack size.” With this in mind, Bradbury has opened a dedicated foodservice centre, which includes a new bespoke packing facility. Chisnall says: “Packing cheese like Cheddar is easy and can be automated but with speciality cheeses like blue cheese and mould ripened cheeses it’s more complicated. You are handling different shapes and you need to cut them down to appropriate sizes, whether it’s for back of house or a cheese board solution, or on the move such as railway or airline use. It’s something we spoke to a lot of customers about and there was a lot of interest in that particular area.” He adds: “Catering and cash & carry accounts for about 25% of our business but it is something we are focusing on with customers like Brakes, Booker, Makro and a number of the independent wholesalers in the UK. We believe we have identified an opportunity to develop some of the products we have introduced in retail into the wholesale foodservice/ cash & carry environment.”

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Kerry Foodservice is aiming to supply the dairy components of chef’s creations. To capitalise on the growth of burger sales it has Kerrymaid Original Slices which marketing manager Anthony Wilkinson says have great melt and a delicious creamy taste, are easily peelable and help give the burger structure. DaVinci Gourmet’s range of syrups, sauces and smoothies allow operators to create lattes, cappuccinos, hot chocolate, smoothies, frappes, milkshakes and sodas. And the Kerrymaid Angelito ice cream sundae has been designed to provide customers with a revenue opportunity of up to £399 per case, based on selling 100 deluxe sundaes at £3.99 each. New from Kerrymaid is its UHT Frozen Yogurt Mix, created for operators to capitalise on the booming trend for healthier frozen desserts.

Simplifying sauces With a lack of time and skilled staff, and rising energy costs, ready-to-use sauces are growing in popularity with chefs, according to Sarah Gray, marketing manager for Mars Foodservice. She says: “The challenge is that people are eating out less often and caterers have less money to spend with cash & carries. However, they may have less staff and less skilled staff, which is why ready-to-use products such as Uncle Ben’s and Dolmio are playing more of a role in today’s commercial kitchens. “Caterers have become less precious about calling on ready-made sauces because of limited time and skills, and rising energy costs,” says Gray. “The challenge for cash & carries is knowing what types of products will work for a broad spectrum of operations.” However, there are preconceptions about ready-to-use products, and this is why Mars Foodservice introduced its ‘See It For Yourself’ campaign. “What we are doing is showing caterers that convenience products can play a key role in today’s commercial kitchens, highlighting the versatility of our sauces, their superior yield and onus on quality ingredients,” says Gray. “Cash & carries can use this to their advantage, and we’ll support them through chef demonstration days on request.”

Lactalis McLelland has a portfolio of cheese, butter and frozen desserts for the catering market. Under its Galbani brand it has a range of Italian cheeses including Gorgonzola, Parmigiano Reggiano and Mozzarella, while its Président brand offers French cheeses Brie and Camembert and a premium brand of butter from Normandy. Italian dessert preparations are also offered under the Galbani brand, with Panna Cotta and Tiramisu. Warren MacFarlane, marketing manager for Galbani, says: “The dessert preparations have been designed with speed and portion control in mind, allowing caterers to alter the quantity and serving size accordingly.” He adds that chefs can also use them as a base to personalise their version of each dessert.


• Cash & Carry Management • August 2013

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catering When it comes to key consumer trends that can influence a caterer’s menu-making decisions, and therefore the products they buy in cash & carries, it’s notable that families in the UK choose to eat meals from other countries three out of seven nights every week on average. Asian food, with noodles and sushi, is prepared as regularly as more traditional spaghetti and potato-based meals, says Gray, and Tex-Mex is also highly popular. Uncle Ben’s ready-to-use range includes Oriental, Indian and Tex-Mex sauces, and its ethnic best-sellers in foodservice are Uncle Ben’s Sweet and Sour sauce (2 x 2.43kg), Uncle Ben’s Tikka Masala sauce (2 x 2.24kg) and Uncle Ben’s Sweet Thai Chilli sauce (2 x 2.54kg). Another beneficiary of the growing demand for ethnic food is rice. Gray says one of the key selling points of the new improved Uncle Ben’s Long Grain and Whole Grain Rice for cash & carries to communicate is that they hold in perfect condition for up to two hours in a bain marie for minimal wastage and silky smooth, separate grains every time. Uncle Ben’s Long Grain Rice is available in 2.5kg and 5kg bags, while Uncle Ben’s Whole Grain and Basmati come in 5kg bags (three bags per case). Cash & carries can also buy Uncle Ben’s Long Grain Rice and Uncle Ben’s Pilau Rice in frozen formats, including individual 167g portion packs x 12 (three per case) that take just three minutes to cook and serve, perfect for portion control in a la carte and 24/7 applications. And for caterers wanting to provide a pasta offering there is the Dolmio range, which

includes Arrabbiata, Bolognese, Creamy Tomato & Pesto and Tomato & Basil In cash & carries, says Gray, display and awareness is key. “We encourage customers to highlight key deals and products in-depot and in brochures to help end users find great deals easily. We perpetuate this through good communication and trust, providing additional support through advertising, brochure support, added incentives and fun with telesales activities.” She adds that Mars Foodservice would like to see cash & carries make more of the extra support it provides caterers, including promotional days with its development chef and team. “Through this support, we aim to show caterers the benefits of the sauces, which are worth highlighting before or at the point of sale,” she says. “If a cash & carry gains a loyal customer, it’s worth showing end users how they can make real cost savings on buying a mix of products.” The Mars Foodservice website has also had a makeover for 2013. It now includes a ‘where to buy’ option to drive caterers to local cash & carries.

Seafood specialists Sea Products International (SPI) has been serving the UK foodservice market since 1973 with quality frozen fish and seafood. As part of an international seafood group – Landauer – it specialises in the sourcing of fish and seafood

catering from around the world, and has longstanding expertise in catering and foodservice, which accounts for about 90% of its business. Director Tom Hansen says: “We pride ourselves on our longstanding relationships with our customers who include national and regional wholesalers and cash & carries like Makro, Booker and Costco. We also have a long association with the ethnic market through companies like Wing Yip and Hoo Hing.” Hansen says a number of factors are helping to drive the popularity of fish and seafood in the out-of-home market. One is the consumer trend away from red meat and towards

Seafood is seen as a healthy option.

‘healthier’ products such as fish. Celebrity chefs have also generated interest in the category by featuring a wide range of fish in their cookery programmes. And the growing appetite among consumers for ethnic food has helped to increase consumption, with SPI’s involvement in not only supplying more traditional sectors such as Indian and Chinese but also developing cuisines such as Vietnamese and Thai food. In the tight economic climate, controlling costs is very important, particularly with high value items, and using frozen products enables caterers to keep wastage to a minimum. SPI is also involved in education and training throughout the food chain to ensure that the companies it supplies know how best to handle the products, and to help chefs and caterers with recipes and menu ideas. The company ensures that it keeps up with trends in the market by working very closely with a number of major restaurant groups and their menu development teams. Hansen says: “Their development chefs are at the cutting edge, so we are working with them on items that fit the market at that particular time in price, style, eating quality and taste profile. “If you are just involved in supply you can be a bit remote from the people consuming the product, but working with these people gives us access to data about those consuming the products and we can use that knowledge to help our wholesale customers.”

catering Trusted brands The Diversey name has a rich legacy as a pioneer in the commercial, cleaning and hygiene business, with roots dating back to 1886, says cash & carry controller Jon Higham. Although Diversey was acquired by Sealed Air Corporation in 2011, he says it retains a strong connection with its heritage through ongoing business relationships with both Unilever and SC Johnson, supplying a full range of their household care brands to the professional market. Business Solutions by Diversey is an integrated range of branded products designed specifically with businesses in mind. Using Diversey’s market leading expertise in cleaning and hygiene solutions, coupled with well-known and trusted brands such as Cif, Persil, Domestos and Comfort, Business Solutions is designed to provide professional results in kitchens, washrooms, laundry and general cleaning. Higham says: “The Business Solutions range targets the truly professional independent operators in a range of sectors, including restaurants, caterers, hotels and healthcare. Small/independent businesses may repeat domestic buying habits when purchasing for the workplace but they need to recognise that business needs differ due to frequency and duration of use. Retail products that work well for a customer in the home may not be the most suitable product for their business. “Using professional formulations designed specifically for the tasks faced by businesses on a daily basis will speed up working processes, reduce re-washing, returned dishes and general customer complaints. In the current economic climate, every customer is vital so cleaning and hygiene is not an area that small businesses can afford to scrimp on. Saving money buying cheaper alternatives could prove to be a false economy in the long term.” He says that innovation with the formulation, for example to include multi-purpose performance, means that the main day-to-day cleaning tasks in most businesses can be covered by just three or four products. Restaurants, for example, can select Cif Kitchen Cleaner, Cif Kitchen Degreaser and Sun Dishwash detergent for kitchen cleaning. “Choosing popular brands developed by the industry’s leading supplier frees independent operators to focus on their main business,” says Higham. “Diversey’s Business Solutions bridges the gap between retail products and largescale dosing units, delivering professional products to small and medium size enterprises.” Business Solutions products are available in ready-to-use bottles, large powder packs or five-litre concentrate containers. All products in the range have distinctive pack designs and branding. Higham says: “The silver banner identifies the product as part of the Business Solutions family, reassuring users that they are choosing products specifically designed to meet their needs as a small to medium size business.”


• Cash & Carry Management • August 2013

BUYER’S VIEW FROM HQ Nick Redford, managing director of Caterforce, says: “We’ve just had our results for the group for the first half of the year and they are showing strong overall growth. “Frozen, which has traditionally been the bedrock of the group and accounts for about 50% of turnover was up 4.9%, although there will be a small amount of inflation in prices during the period. “Impulse ice cream was already up 16%, having been bolstered by good weather during June, and has really pushed on since due to the heatwave. “Meat sales were more or less flat, but chilled rose by 8.4%, with price inflation running at around 2%. “Ambient, which accounts for about 25% of group turnover, is our key growth area. We see tremendous scope to increase sales, and turnover was up 13.8% in the period.”

He adds: “Diversey is committed to building strong relationships with its channel partners. We see our national network of over 150 wholesalers and distributors as an extension of our own organisation. “Diversey’s sales and marketing teams work closely with distributors and wholesalers to grow sales and are committed to providing product information and promotional support that enables wholesalers to take our products to market with confidence. “Stocking market leading brands will attract more customers and repeat business off and on promotion. Branded products increase till spend and carry higher margins as they can demand a price premium compared to non-branded products as customers will generally pay slightly more for a brand they trust. “By stocking Diversey brands, wholesalers could also benefit from the added support that comes with being a valued Diversey customer in the form of promotions, advertising, mailshots and point of sale.”

For further information: Bradbury Cheese (01298) 23180 Diversey UK (01582) 702100 Lactalis (01737) 783300 Mars Foodservice (0800) 952 0011 Mondelez International (08702) 400861 Sea Products International 0121-622 5111 Taylors of Harrogate (01423) 814008 Tetley GB 020-8338 4000

Inspiring through our vision and passion for cheese Our vision and passion for cheese has developed over the company’s 129 year history. We want to share this with our customers and inspire through our depth of range, quality and innovative solutions. Bradburys is continually developing new products and packaging solutions to fit the foodservice and cash and carry market. These developments cover a range of product types from British to Continental cheeses on pack size, fixed weight and bespoke cutting and wrapping solutions. Please get in touch with us to find out how we can help deliver a solution for your customer’s cheese needs. Call 01298 23180 or email


Plain common sense With the issue of plain packaging off the agenda – at least temporarily – wholesalers would like to see more action to stamp out the illicit trade, which is stealing so much of their business. Government involvement in the tobacco sector usually means bad news for the trade, but last month brought some good news for a change with the announcement that it was shelving plans to introduce plain packaging for tobacco – in England at least. Wales and Scotland could decide to introduce their own policies. Retailers, wholesalers and the tobacco manufacturers had all campaigned against the move, arguing that there was no evidence that it would achieve its stated aim of reducing under-age smoking and that the only people who would benefit would be the illicit trade. But while the decision not to take action in this case was applauded, there are serious misgivings about the lack of effective action over the illicit trade. After a few years in which HM Revenue & Customs had begun to reduce the prevalence of non-duty-paid tobacco – although it was still close to 20% of consumption in the UK – recent JTI research suggests that it is growing again and has reached 22%. Just how bad it has become was emphasised by the chief executive of Booker, Charles Wilson, when he announced his first quarter results last month. Charles Wilson: tobacco sales down. Among otherwise very strong figures, Booker’s tobacco sales were down by 2.5% and Makro’s slumped by 20.8%. Wilson commented: “Tobacco sales, as expected, have been depressed by the growth of illicit tobacco. Makro has a small tobacco business and the tobacco sales decline has been compounded by the impact of the display ban.” Other cash & carry chiefs said they were still seeing growth in tobacco sales but they were also concerned about the increase in the illicit trade. Bestway director Dawood Pervez said: “The illicit trade is a serious problem that has been with us for a long time. Bestway is currently outperforming the market, but our suppliers tell us that the problem is getting worse. As duty rates go up it becomes ever more lucrative for the smugglers as people are struggling to pay for their requirements.” On plain packaging he commented: “I don’t agree with plain packaging and I am pleased the government has seen sense on this. I accept that there is a need for restrictions on the sale of tobacco but this is a step too far. The display ban


• Cash & Carry Management • August 2013

will not be in full effect until 2015, and it makes sense to evaluate the effect of that before beginning to look at any further restrictions.” Martin Williams, Landmark Wholesale managing director, commented: “We have supported the view of the industry in opposing plain packaging so we are pleased with the announcement. “However, we are mindful that it hasn’t gone away for good. “The bigger issue is the illicit trade and we would like to see more government help on counterfeit and other illicit trade. We are told nearly a quarter of the market is either counterfeit Martin Williams: action needed. or illicit, so that is a massive loss of tax for the government and they ought to be helping us deal with that rather than going on about plain packaging. “They know it is happening, and it has been going on for an awfully long time, but they haven’t shown the will or put in the resources to tackle it. And one of the reasons we opposed plain packaging was that it would have helped the counterfeiters.” At Parfetts, managing director David Grimes said: “For this year we are about 7% up on tobacco. Anecdotally we do hear there is a bigger market of duty fraud cigarettes out there, but we have not noticed any additional affect on our business.” He told Cash & Carry Management: “We are pleased about the decision on plain packs because operationally it would make it very difficult for our retailers. In addition, plain packaging would lead to far more duty fraud cigarettes because it would make them much easier to counterfeit. The counterfeiters will copy the packs whatever the packaging, but plain packs will make it David Grimes: opposed plain packs. easier.”

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tobacco Focusing on value Repeated above-inflation increases in duty on tobacco and the tough economic climate have fuelled the biggest consumer trends in tobacco – price-marked packs (PMPs) and downtrading. Consumers associate PMPs with value, and this has helped PMPs to grow to take a 58.6% volume share of the total UK tobacco market (excluding cigars) in independents and convenience. Cash-strapped smokers have also been seeking cheaper options and this has led many to trade down to value cigarettes. Jeremy Blackburn, head of communications at JTI, says value is the fastest growing segment within tobacco with a 39.9% volume share of cigarettes, and Sterling is the top performing value brand in independent retailers and symbol groups with a 12.5% market share. Within the midprice segment, Mayfair is the top selling brand in wholesale with an 11.7% market share. Although the premium sector has lost out due to the downtrading trend, it still offers massive opportunities with more than a fifth of cigarette sales, Blackburn points out. He adds that premium brands such as Benson & Hedges, the second biggest premium cigarette brand in independents and symbols, tend to offer wholesalers more generous margins. Silk Cut is another major player in this segment, having grown its share of the premium market every year for the last decade to reach 19.8%. Since July it has been available with a new modern look. Blackburn says it generates an average of 55% more profit for the trade per pack of 20 compared with value brands. There is also activity on Camel, which is celebrating its centenary with limited-edition packs and a competition for retailers to win a trip to New York. One of the newest trends in the cigarettes market is capsule technology. It achieved sales of £61.7m in the last year and is proving highly popular with smokers, says Blackburn. Sterling Fresh Taste on Demand, which was launched in November 2012, was the UK’s first capsule proposition in a 10s pack format, and B&H Dual, since its launch last summer, has achieved a 21% volume share of the UK’s capsule cigarette segment. The two together now account for more than 50% of the capsule market and since the start of the year, these two brands have generated over £29m in retail sales value. Smokers looking to cut costs have also led to strong growth in roll-your-own (RYO) tobacco, which is currently worth £1.9bn and is the biggest sector in the tobacco category with 30.3% of combined volume. One in three adult smokers now choose to smoke RYO.


• Cash & Carry Management • August 2013

Amber Leaf is the UK’s best-selling tobacco brand and, with a 10.5% share of the total tobacco market including cigarettes, it has held this position since January 2012. JTI has extended the Old Holborn range with the launch of Holborn Smooth Taste into the value RYO price segment. It is available in 10g and in a 20g pack format – a first for the UK tobacco market. Blackburn says: “Value is the fastest growing RYO price segment and we’ve identified a clear opportunity to drive even further growth. Looking at value RYO as it stands, it’s home to a mix of traditional brands and ready-made cigarette extensions – Holborn Smooth Taste is JTI’s first ever traditional value RYO offering, and by plugging this gap we’re creating a real profit opportunity for retailers.” Although cigars suffered badly after the smoking ban inside pubs, they are still a profitable sector worth £270m says Blackburn. The warmer summer evenings, when cigars can be smoked outside, present a key opportunity. He says wholesalers should seek to educate their customers and to stock up on brands such as Hamlet.

Growth in economy brands Imperial Tobacco too has been focusing a lot of attention on the lower price end of the cigarette market. UK communications manager Gayatri Barua-Howe says: “The economypriced sector is growing at just shy of 10% year on year. Brands such as the JPS Silver range has shown sales increases month on month, and JPS Silver Superkings have become increasingly popular, highlighting the growing numbers of adult smokers who are purchasing economy cigarettes above king size. Currently 47.2% of economy cigarettes purchased are above king size.” Since mid-April this year, Player’s Smooth has been available in King Size and Super King 19s, reflecting a trend among adult smokers to seek a quality blend cigarette at a competitive price. The new, modern pack design in 19s has been designed to appeal to modern cigarette tobacco shoppers. “With 60% of sub-economy shoppers choosing the value that 19 pack formats provide, Player’s Smooth King Size and Super King Size 19s offer the same high quality and value for money for which Player’s is renowned,” says Barua-Howe. But Lambert & Butler is still the heavyweight in the Imperial stable with 10% of all cigarette sales in the UK. It has been reinforced in the last two years by new inventions such as Glide Tec and Fresh Burst, and has been given a fresh core design to improve shelf stand-out and aid retailers in their navigation through the new L&B colour scheme.



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tobacco Many brands in tobacco have a regional bias. In the RYO sector Imperial Tobacco estimates its portfolio in Scotland and Northern Ireland has seen its market share rise to over 51%, with East Anglia and Northern England increasing to over 50%. Barua-Howe says: “GV Smooth has seen its share of the RYO market increase from 6.23% in February 2012 to 7.44% in February 2013. Golden Virginia Classic currently occupies over 30% of all RYO sales. In total, Imperial Tobacco’s RYO range accounts for almost half the market, a figure that has remained steadfast from 12 months ago.” She continues: “While the economy end of the RYO market has shown strong growth levels, value (58%) and premium (28%) lines, such as GV Smooth and Golden Virginia Classic, continue to hold a substantial share of the RYO market.” Imperial is making its Golden Virginia Classic and GV Smooth 25g packs more convenient and attractive to costconscious smokers by including quality cut-corner papers. However, the rsp at launch will remain the same, to maintain retailers’ margins. Imperial Tobacco’s Golden Virginia senior brand manager Ryan Hopkins comments: “Our ongoing consumer research shows that 62% of RYO tobacco shoppers prefer their tobacco to come with papers so Golden Virginia and GV Smooth, the world’s number one RYO brand, combined with quality cut-corner papers, really is the perfect combination. “Golden Virginia Classic and GV Smooth will continue to be available with papers in handy pack and 50g pack sizes, with POR margins of between 10.9% and 11.9%. Retailers should ensure they offer the complete range to cater for all their RYO shoppers. This initiative will provide better value to new and existing consumers.”


• Cash & Carry Management • August 2013

Key brands Sales of British American Tobacco (BAT) products through independents, and in turn the wholesale channel, have outperformed the overall market to date this year, according to Ronald Ridderbeekx, acting head of corporate and regulatory affairs at BAT UK&I. One of the key brands responsible for this growth, he says, has been Pall Mall. Cigarette volume is up 5.3% year to date compared to the same period last year, and Pall Mall RYO is seeing volume growth of 115% to date this year versus the same period last year. Rothmans Gold and Silver are recent launches, having started shipping in March 2012, but they are already selling 10.5 million sticks per month through the wholesale channel. In the RYO sector, Ridderbeekx says that BAT’s new launch, Cutters Choice – A True Blend, will drive the additivefree market. It is an extension of the Cutter’s Choice brand, which is currently the third largest RYO brand with a market share of 10.21%. He says: “Previously, additive-free tobacco was not reaching its full potential in the UK, with a current market share of 0.45% for the segment. In our view, one factor contributing to the slow growth was the moisture content of the additive-free blends on the market. These blends are much drier than traditional RYO tobacco which affects both the taste and rolling experience.”

BAT believes it has overcome the problem of dryness with the use of humectants, which help to maintain the moisture level and allow the smoker to experience the tobacco with no artificial flavours. Ridderbeekx adds: “The wholesale channel is very important to BAT UK and as such we do our best to support our wholesale partners as much as possible. One way in which we do this is by manning information stands in depots on trade days to help educate retailers about the category. “We also attend several of the wholesale trade shows, supplying a stand and staff to speak to retailer guests about product and regulatory developments. A further way in which we support wholesalers is through the various promotional deals we run throughout the year in order to grow sales for mutual business benefit.”

Reassurance for consumers Alan Graham, head of marketing at Scandinavian Tobacco Group UK (STG UK), says: “In today’s difficult climate, consumers are increasingly seeking reassurance from big brands they can trust, and our leading cigar brands


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tobacco provide consumers with the product quality and confidence they need. “Our Café Crème range is a great example of this, with four of its variants in the top 20 of leading cigars. “These include Café Crème Blue, Café Crème Original, Café Crème Filter Arome and Café Crème Express Blue, which are positioned at number 1, 4, 7 and 13 respectively.” But like the rest of the tobacco category, cigars have been affected by consumers’ need to save money. Graham says: “Despite being traditionally perceived as premium products, cigars offer wholesalers a huge opportunity to take advantage of the demand for value for money (VFM) products from their customers.” Demand for miniature cigars has gone from strength to strength, with the segment now accounting for almost twothirds of the entire cigar category. Graham continues: “Our VFM cigar range, Moments, is designed to meet the needs of cash-conscious consumers with its low price point.” The range is available in two variants, Moments Original and Moments Blue, at a minimum recommended retail price (mrrp) of £3.58. “Moments Blue in particular has been incredibly popular with the trade. It has not only taken up position as the sixth leading miniature cigar since its launch, but is now positioned as the ninth leading cigar in the total market,” he says. “This really highlights just what a key ‘must stock’ the Moments range is for wholesalers looking to take advantage of the VFM trend.” STG UK has also positioned itself in the VFM sector of the RYO market with its Salsa RYO tobacco range, which has been designed to appeal to those shoppers seeking a quality RYO at a low cost. Graham says: “Price-marked packs such as the £3.15 PMP we launched earlier this year signpost visible value for shoppers, drawing their attention to the low price point. As well as driving rate of sale for retailers thanks to the lowest price, gram for gram, in the convenience and independent channel, Salsa is also available in a half outer of 5 x 12.5g packs, reducing the financial outlay required for wholesalers and retailers alike.” Graham says there is also a growing trend among consumers for natural or additive-free products, especially in the case of STG’s


• Cash & Carry Management • August 2013

Natural American Spirit (NAS) brand. Initially launched into the UK in 1997, NAS was the first additive-free tobacco range to be launched onto the UK market and is still the number one selling additive-free tobacco range in the UK today. Graham says: “Its presence provoked a different way of thinking for many smokers. Since then, this trend for discerning consumers looking for high quality additive-free tobacco has continued to grow year-on-year, and we expect it to continue to do so over the next year. In line with this, we’ve seen the NAS brand significantly grow its distribution in convenience stores to emerge with double-digit growth. “Made from the highest quality, premium grade tobacco and completely additive-free, NAS presents wholesalers with the perfect products to take advantage of this trend.” The NAS range of cigarettes is available in two variants – Blue and Yellow – both at an mrrp of £7.99 for 20. The RYO range comprises three SKUs that come with an mrrp of £4.42 per pack for an outer of 10 x 12.5g, £8.51 per pack for an outer of 5 x 25g and £10.95 per pack for an outer of 5 x 35g.

Strong brand Since 1972 Clipper has built a strong brand identity in the UK market, resulting in it becoming the number one selling refillable lighter, according to managing director Bryan Jenkinson.

He says: “Clipper’s iconic shape, and refillable, reflintable and reliable features make it first choice in consumer demand. The trend we are seeing in consumer preference has shifted significantly from the original solid colours to printed design lighters. This is mainly due to the wide variety of attractive designs we produce and the use of our eyecatching display stands, which increase visibility behind the tobacco gantry and maximise lighters sales for the retailer.” Lighters represent a high margin opportunity to the retailer and Clipper designs generate additional demand, says Jenkinson. Many retailers choose to display lighters on a tobacco gantry although this does not always make the product visible to the consumer, resulting in a loss of potential sales. To prevent this, for 2013 Clipper UK has launched a new tray design for standard packs of 40 and 24 lighters. To promote brand awareness and improve visibility of the product, a raised Clipper logo and iconic shaped red lighter have been added to the tray. Jenkinson says: “Consumers instantly

tobacco recognise the classic Clipper lighter by its iconic shape and consequently it demands a higher suggested recommended retail price than the basic Far East imports.” He adds: “This year as always, Clipper UK will be launching a 36+4 national promotion on solid colour trays of 40. This promotional pack will be available from mid-October throughout the independent wholesale trade. Clipper UK sells more than 3.5 million of the 36+4 free promotional packs every year, and 2013 looks set to achieve this and more.” Additionally, for the first time, Clipper UK will be launching a 22+2 national promotion on solid colour trays of 24. This promotional pack will be available from mid-October to multiple wholesale cash & carries, including Booker and Bestway/Batleys.

Capsule first Philip Morris UK has embraced capsule technology with Marlboro Ice Blast, which it describes as the first fresh-tofresh capsule cigarette. Zoe Smith, marketing director UK & Ireland, says: “This innovative move reinforces Marlboro’s premium leadership while delivering value for money with a market first advance in the menthol category. Ice Blast is a cooling to high cooling capsule cigarette where adult smokers will be able to enhance their smoking experience by clicking the Iceball. “The breakthrough product development of Marlboro Ice Blast aims to offer a unique, stimulating alternative to adult smokers. Following the fresh trend that consumers are showing demand for across a variety of FMCG products, Ice Blast will provide a crisp, menthol taste experience for adult smokers.” Smith adds: “The capsule market has been steadily growing since the start of 2012 when the first products were introduced. Currently, capsules represent almost 1% of total cigarette volume, seeing a month-on-month sales growth of around 5%. Since the launch of the capsule segment, sales of £73m have been generated, so there is a huge opportunity to further grow the Marlboro brand and further establish ourselves with adult smokers.” Marlboro Ice Blast is available across all channels, in packs of 20 kingsize sticks only. Smith adds: “The rsp of £8.02 will maintain the brand’s premium price point.” She says Philip Morris is committed to supporting the independent retail sector not only by providing a range of products that deliver on quality and price but also through trade support and retailing tools such as price-marked packs.


• Cash & Carry Management • August 2013

Last autumn Chesterfield trade communication activities included trade money-off coupons and informative point of sale in cash & carry outlets. The range is handled by the Imperial Tobacco UK field sales force and they also provide price callouts and guidance on how best to merchandise the Chesterfield brand family. She adds: “We are also committed to offering independent retailers the option of stocking price-marked packs – a useful tool for retailers to compete with large multiple operators and one which adult smokers perceive as offering value for money.”

Anniversary activity Filters and papers specialist Republic Technologies (UK) is celebrating the 130th anniversary of the British brand Swan with a range of limited-edition packaging for its top-selling products.

The new pop-art style packaging is available on Slim Loose filter tips, Extra Slim POP filter tips and Slim POP filter tips. Marketing director Eleni Koulara says retailers are encouraged to capitalise on the brand’s heritage, and the innovative new designs, by using Swan to signpost the roll-your-own fixture. She told Cash & Carry Management: “2013 marks 130 years since the launch of the Swan brand. Since then, it has become synonymous with quality, British design and innovation. By stocking the limited-edition packaging, retailers can reinvigorate their customers’ interest in the fixture and create a talking point. “The launch of the limited-edition packaging comes as the Swan brand, Britain’s favourite filter, continues to maintain its dominance of the £62m RYO filters market, accounting for almost 90% of all filters sold.”

For further information: BAT UK (01296) 335000 Clipper (01268) 662222 Imperial Tobacco (0117) 963 6636 JTI (Gallaher) (0800) 163503 Philip Morris 020-7076 6000 Republic Technologies (01494) 533300 STG UK 020-8731 3400

Best Cash & Carry Depot

Achievers Awards Dinner Corporate Responsibility Award

Thursday 13 February 2014 Sheraton Grand, Edinburgh Best Symbol Group

Best Delivered Operation - Retail

Best Delivered Operation - On-Trade

Now in its 12th year, Scottish Wholesale Achievers, operated by the Scottish Wholesale Association (SWA) in partnership with Cash & Carry Management incorporating Delivered Wholesaler, continues to raise standards and reward outstanding performance across the trade in Scotland. This unique scheme will culminate in a prestigious awards dinner, to be held on Thursday 13 February 2014 at the Sheraton Grand, Edinburgh. Dress is black tie. To secure your table, complete the form below and return to Kate Salmon, SWA executive director. Please note that this event always sells out within a few weeks of tickets going on sale.

Best Delivered Operation - Foodservice

BOOKING FORM Table of 10: £2,500 + VAT of £500. Total cost £3,000

Great Place to Work

Single ticket: £275 + VAT of £55. Total cost £330 NAME OF COMPANY............................................................................................................................................ ADDRESS..............................................................................................................................................................

Best Marketing Initiative

............................................................................................................................................................................ PERSON DEALING WITH BOOKING...................................................................................................................... TEL NO......................................................................... EMAIL ............................................................................

Employee of the Year

Champion of Champions

Number of tables

£3,000 per table of 10 (inc. VAT @ 20%)

Number of single tickets

£330 per single ticket (inc. VAT @ 20%)

Total cost

To book accommodation at the special SWA rate, contact Yvonne Cashin at YCashin Events. E-mail:

Supplier Sales Executive of the Year

Send form with remittance to Kate Salmon, Executive Director, Scottish Wholesale Association, 30 McDonald Place, Edinburgh, EH7 4NH VAT registration number: 269 2437 33

Profile for Cash & Carry Management

C&CM August 13  

C&CM August 13