snacks & biscuits Bringing snacking to life • Get
the basics right first. Availability is key and a strong core range is critical. Offering choice by stocking both price-marked and non-price-marked packs is also important. Speak to suppliers for support and information to help advise retailers on how to drive sales by understanding their shoppers’ missions and creating great displays in-store. Use manufacturer PoS material and position in high traffic areas. Ensure NPD and promotional products are stocked in advance of consumer media exposure to meet demand and help maximise the opportunity. Advise retailers about spending strategy. Some retailers go for products with the highest profit margins – not always the best approach. A great margin on a product that doesn’t sell is not helpful.
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Sweet biscuit and Cadbury Dairy Milk combination.
almost £794.4m. Cadbury Dairy Milk, the nation’s favourite chocolate brand, makes up 11% of the countlines segment. Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz are the brand’s biggest launches of 2014, bringing together LU sweet biscuits and Ritz savoury crackers with Cadbury Dairy Milk milk chocolate. Another new on-the-go product, Dairylea Dunkers Flavours features Pineapple Punch cheese spread with Mini Ritz crackers and Mighty Mature cheese spread with Mini Ritz crackers, both available in a pack of four and made with allnatural ingredients. Data: Nielsen unless otherwise stated.
Wholesalers can get help on educating retailers at www.deliciousdisplay.co.uk. Kettle Foods has launched a new lower-calorie snack range, Kettle Baked Chips, aimed at health-conscious female consumers who are looking for a ‘lighter, better-for-you snack that doesn’t compromise on taste’. Kettle Baked Chips contain fewer than 100 calories and 70% less fat (vs standard ready-salted crisps) per 25g serving. Made from real food ingredients, the new chips are available in two variants: Sweet Chilli and Cream Cheese & Chive. Marketing director Andrew Slamin says: “Better for You is a significant and growing category in snacking, with handy pack sales up by 62% within impulse. We know that 58% of consumers now actively look for healthy options and 44% examine the fat content when buying food.” Kettle Chips, the UK’s number one premium crisp brand, is also available in handy 40g bags, with a first-ever on-pack promotion on the core range. Kettle Chips is linking with Hand Picked Hotels – a collection of 20 individual and historic country house hotels in the UK and Channel Islands. Consumers can win one of five twonight stays, or one of 15 one-night stays, for two people. Entry is via a text-to-win mechanic or online via the Kettle Chips website. The promotion is featured on six million handy packs across the top four seasonings of Lightly Salted, Mature Cheddar & Red Onion, Sea Salt & Balsamic Vinegar and Sea Salt & Crushed Black Peppercorns, and the top three pricemarked 40g packs (Lightly Salted, Mature Cheddar & Red Onion and Sea Salt & Balsamic Vinegar). Kettle Chips is growing ahead of the total snacking market, with value sales up by 6.1% year on year (vs 4.1% for the total market). Within convenience, sales of Kettle Chips are growing at 10% year on year (vs 7% for total convenience). The promotion is supported by a full range of PoS
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• Cash & Carry Management • March 2014
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Source: Mondelez
including wobblers in cases, dump bins for retailers, and branded bus stops and pallet wraps for C&C depots. The link with Hand Picked Hotels is also communicated directly to retailers via the new Kettle Chips Independent Retailer Community (sign up at www.tradewithkettlechips/register) and via retailer specific competitions. All data Nielsen.
A new take on an old favourite New from Tayto is Mr Porky Handcooked Finest Quality Pork Scratchings, which has been created to tempt the next generation of crackling converts. Mr Porky offers merchandising solutions, including pub cards, carry bags, display cases and clip strips, for various occasions, and Tayto advises retailers to hang or merchandise the products at eye level to optimise the chance of purchase, where formats allow. Pork Scratchings generate incremental spend from shoppers, increasing a consumer’s basket and/or bar spend, and so do well when merchandised alongside other snacks and nuts, or in associated aisles like beers, wines and spirits, points out the company. Sold in shops and bars for the past 30 years, Mr Porky is the No.1 pork snack brand in the UK (IRI). The brand’s latest offering.
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