Achievers: Scotland’s top wholesalers and suppliers Costcutter signs major agreement with P&H Search for head of CRG as Birchall steps down
OFFICIAL BREW OF ENGLAND
Blakemore wins £60m Roadchef contract
The business magazine for cash & carry/delivered wholesalers
Any clash of symbols? The ending of a long-term distribution agreement between Nisa and Costcutter has been on the cards for some time. But for Costcutter to now side with Palmer & Harvey has come largely out of the blue (see News p.8). Along with the creation of a new jointly-owned buying combine, P&H is passing control of its Mace tie-up to the new ‘partner’. There are several questions that now present themselves: How easily will the two symbol chains sit alongside each other? How will promotions be devised so that each gets a fair deal? Where the different symbol stores operate in close proximity, how will that fuel rivalry between the two shopkeepers? Long term, will efforts be made to unify the two fascias? While these – and other – posers need to be resolved, P&H will continue to deliver not only to Mace shopkeepers, but also to Costcutter outlets and to the sister Kwik Save chain. On paper, that means more than doubling the number of independent retail drops. P&H management insist the infrastructure is in place, with its 14 depots, for it not to be overburdened by the extra workload. That remains to be seen. What also needs to be considered is how the deal with Costcutter will affect P&H’s ties with the leading retail multiples – the sector which provides most of that company’s revenue. A clearer picture will emerge next year when Costcutter and Nisa sever their distribution links.
Record number of cartons delivered last year ... see p.5
products & promotions
laundry & cleaning
snacks & biscuits
ice cream update
Contributing Editor Media Sales Manager
John Wood Clare Phillips
Business Development Manager David Ford Publishing Director
4,560 July 2011–June 2012
Mervyn Gilbert editor
A further three years of distribution for the WRVS ... see p.5
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Cash & Carry Management
• March 2013 • 3
news IN BRIEF Booker OK The Competition Commission has “provisionally decided to approve” Booker’s proposed takeover of Makro, details of which were first disclosed in May last year. It “provisionally” concluded that it does not expect the deal to result in a substantial lessening of competition at a national or local level. The full Competition Commission report on the matter is expected to be released by 24 April. During that period, it says, it will continue to work closely with Booker.
Tasting area This year’s Confex trade show – again being held at the Four Pillars Hotel & Conference Centre at South Cerney, near Gloucester – will include an extra food hall where members can sample products available in foodservice, particularly education and care homes. The event, which includes a dinner and golf competition, takes place on 2 May.
Water control Glasgow wholesaler JW Filshill, owner of the KeyStore convenience store brand, has introduced a hydro meter app in conjunction with Highland Spring to enable consumers to monitor their water consumption. The initiative is being promoted on 300,000 group leaflets in Scotland.
Brakes facing fine Brakes, which delivers to outlets operated by Whitbread, was guarded in its comments after being asked by Cash & Carry Management to respond to threats by the catering giant that it might take action to sue suppliers following the horse DNA scandal. After being approached about reports that legislation was planned, a spokesperson for Whitbread commented: “I can confirm that we have written to all our suppliers who have provided contaminated product. “The letter tells them they are in breach of contract and that we will require them to compensate us for our losses from the breach when the loss has been fully calculated. “We will take them to court if they refuse to pay, unless some new facts come out which show they are not in breach.” As a result of horse DNA being found in certain foods, the catering concern, whose
One of Whitbread’s major chains.
chains include Premier Inn, Beefeater, Brewers Fayre and Costa Coffee, withdrew beef lasagne supplied by Brakes and 4oz, 6oz and 8oz beef burgers from Paragon Quality Foods. Asked for a response to the action being threatened by Whitbread, a spokesman for the wholesaler told Cash & Carry Management: “I am sorry, but we cannot comment on what customers may or may not do. “In terms of the action Brakes has taken, the latest position is on the website.”
This says that, since the first meat adulteration case broke on 16 January, the company has been working actively on the issue of meat adulteration. It goes on to state: “Every week, more than 19,000 customers buy around 48,000 cases of products containing beef from Brakes. We have always had a market leading stance on quality control and food safety.” Tel: Brakes Group (01233) 206000. Tel: Whitbread (01582) 424200.
New md sought for CRG Country Range Group is in the process of selecting a new managing director following the decision by Colin Birchall to step down. Birchall, whose family foodservice business operates from sites in Burnley (head office), Durham, Sheffield and Wrexham, has been at the helm for several years. He now becomes chairman of the £320m turnover group. Another change sees trading director Mike Watson, who is managing director of Ilfracombe Foodservice, reducing his
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CRG involvement coinciding with the expansion of the trading department. Both Birchall and Watson, who are in their 60s, are founder members of the group, which was established 21 years ago. The pair will remain on
the executive board and management committees. The group’s newest members are: Hendersons in Belfast, Paignton-based Caterfood, and Valley Foods, of Jersey. There are currently 16 foodservice members operating from 25 depots. A major initiative will allow all member wholesalers to offer an enhanced branded frozen food range. CRG also claims to have strengthened its national promotional programme. Tel: Country Range Group (0845) 209 3777.
‘Strong sales’ for 3663 Although financial returns of 3663 are not divulged in parent company Bidvest Group’s trading results for 2012, Brian Joffé, chief executive of the Johannesburgbased concern, referred to “a strong sales performance” for the UK foodservice operator, adding that free trade volume was “significantly higher”. Joffé alluded to severe pressure on margins for the UK business, which has invested in infrastructure to deliver greater efficiency. “Sales at Bidvest Logistics were above budget and a record number of cartons of product were delivered.” Joffé also expressed his satisfaction with the performance of Bidvest Fresh UK, which incorporates Seafood Holdings and the recently acquired Oliver Kay fresh produce business. The Bidvest Group results show that the global foodservice operation produced
However, the South African business saw a 3.8% profit fall to R182.7m (£13.3m) on sales up by just 1.3% to R3bn (£220m). Tel: Bidvest UK 020-7493 4733.
New website trading profit up 9.4% to R1.16bn (around £80m) on sales ahead by 16.6% to R2.96bn (£220m). The European foodservice division, which includes companies in the Netherlands, Belgium, Czech Republic, Slovakia, Poland and the Middle East, contributed R420.4m profit (£30.8m), up 10.9%, and sales of R236bn (£17.2bn), 16.1% ahead, while Asia Pacific profit grew by 13.2% to R560.8m (£41m) and sales by 21.2% to R23.6bn (£1.7bn).
Hancocks goes bijou Confectionery C&C operator Hancocks is opening a ‘more compact’ 7,500 sq ft branch in Leeds on 24 March – the first of its 19 sites to feature this smaller size unit. Alongside the Leeds United FC ground, and close to a Booker branch, it will stock a significant pick & mix range, in addition to exclusive lines, selected brands and drinks. It will not carry the main branded items which can be found in Hancocks’ nearby Bradford depot.
Chief executive officer Mark Watson (pictured) commented: “Knowing that many of our customers travel to us particularly for pick & mix sweets and our many exclusive and seasonal ranges, we saw the opportunity to test a smaller format in areas that might not be able to support a full size depot.“ The Leeds cash & carry will be open five days a week. Tel: Hancocks Cash & Carry (01509) 216644.
Batleys Wholesale has introduced a fully interactive, transactional website (www.batleys.co.uk). Visitors can view 17,000 SKUs along with the latest promotions and weekly offers, including multi-buys and exclusives for those ordering online and for Xtra Local retail club members. Registered users can choose to receive email and SMS alerts on breaking news and deals. Tel: Batleys (01484) 481150.
More PMPs for Dunns Delivered wholesaler and manufacturer Dunns Food & Drinks, of Blantyre, Lanarkshire, has extended its pricemarked packs across the Currie’s soft drinks range. With the success of 4 x 300ml packs of Currie’s Red Kola at £1, the price-marked format has also been applied to the 500ml size, regular and sugar free (single at 79p or two at £1.40); 1.5-litre, all varieties, £1; and Red Kola regular and sugar free, 4 x 330ml at £1. It has also been announced by the £20m-plus turnover business that the former Duncans Food Service will no longer carry that name, but will operate as part of the main company. Tel: Dunns Food & Drinks (01698) 727777.
Veteran supplier Palmer & Harvey, which has been supplying WRVS outlets with food and other consumer goods since 1994 (and has been the ‘preferred’ supplier for nine years), has had its contract extended for another three years. Deliveries will be made to more than 450 retail shops and cafés. The wholesaler’s national account manager Richard Bridge commented: “Over the two decades we have supplied WRVS, we have become experts in the supply of products and services to the hospital shop and café retail environment. ”The new contract means we can continue to support the WRVS and the fantastic work they do in supporting the elderly.”
‘We’re here to serve’. A WRVS volunteer goes about her duties.
WRVS head of procurement Emma Walton referred to P&H’s “great prices and fantastic promotions, while meeting very tight delivery schedules”. Tel: Palmer & Harvey (01273) 222100.
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• March 2013 • 5
All the Bestway winners, surrounding C&C managing director Younus Sheikh (standing, seventh from the left).
Liverpool takes the cup – twice At the ninth staging of Bestway Group’s annual performance awards, the 14 staff and two supplier winners received their prizes from managing director Younus Sheikh and group chief executive Zameer Choudrey. Bestway Aintree took the overall branch of the year title, while Eugene Mulroy, of Batleys, Liverpool, won the title of overall manager. AG Barr picked up the prize for supplier of the year,
with Kellogg’s taking the most innovative supplier prize. In his opening address to 350 guests at the West End event, Choudrey said: “The awards recognise those across all areas of our business who consistently excelled over the past year, along with suppliers that demonstrated the best attitude, support and service levels with an innovative approach.” The other winners were:
Head office employee: Afsheen Farhan, Bestway hq. Bestway head office department: central buying (collected by Sumera Salman). Batleys head office department: file maintenance (Claire Longstaff). White Pearl branch: Batleys, Cleveland (Rob Reid). Best-In branch: Bestway, Liverpool (Hamid Khawaja). Catering branch: Batleys, Aberdeen (Steven Young).
Catering special achiever: Derek Davidson, Batleys, Perth. Export depot: Bestway Luton (Shahzad Malik and Pratesh Patel). Bestway manager: Sajid Mahmood, Manchester. Batleys manager: Jason Longstaff, Nottingham. Bestway branch: Enfield (Ejaz Ali). Batleys branch: Coventry (Jon Griffin). Tel: Bestway Group 0208453 1234.
Scottish independence: aye or nay? As Scotland gears up for the referendum on independence next year, the Scottish Wholesale Association is to consider the benefits or otherwise of going it alone at its annual conference in the summer. Bill Jamieson, executive editor of The Scotsman, will chair the debate, which will examine what independence might mean for businesses both north of the border and in the rest of the UK, particularly those in the south which supply Scottish wholesalers. The ‘Big Debate’ will launch the event, which
Benson: ‘Fresh and relevant’.
takes place at Crieff Hydro from 14-16 June. “It’s all about keeping our conference fresh and relevant,” said George Benson, SWA president.
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“Once again we have secured an exceptional group of speakers and captains of industry for our business presentations, and the subject of our debate – independence – couldn’t be more topical.” Keynote speakers include Dundee-born Chris van der Kuyl, one of the new generation of Scottish entrepreneurs, and Falklands War veteran, Simon Weston OBE. Also due to speak at the conference are: James Withers, chief executive of Scotland Food & Drink; Craig Lear, head of catering,
cleaning and waste services at Glasgow 2014; Robert Sider, president of the Scottish Grocers’ Federation; and Colin Blair, owner of the Buzzworks pub group in Ayrshire. C&C/wholesalers addressing delegates include: John Forteith, senior partner, Forteith Foodservice, and Michael McCrossan, a general manager with Booker, who spent a year working for the company in Mumbai. A sprinkling of executives from the leading suppliers will also be on the rostrum. Tel: SWA 0131-556 8753.
£60m deal for Blakemore services provider worth £7m a year. Sales director Tony Bromwich told Cash & Carry Management further plans are in hand to develop the wholesaler’s national distribution service. Tel: Blakemore Wholesale (01902) 371515.
One of 27 sites for the motorway services provider.
Blakemore Wholesale has won a five-year contract to deliver confectionery, grocery products, chilled foods, tobacco and motor oil to motorway service stations controlled by Roadchef. The deal, valued at £60m, takes effect this month and covers 37 individual locations (including forecourt shops) at 27 sites. Managing director of the Wolverhampton-based C&C/ wholesaler Sam Wilcox said: “This is a great win for us and further enhances our
credentials as a credible alternative to the existing operators in the market place. “We have created a bespoke solution for Roadchef and we are delighted to be working with them in developing a longterm mutually beneficial partnership.” The arrangement with Roadchef follows a deal negotiated last year when Blakemore Wholesale began a three-year catering contract with the motorway
Blueprint Bestway has unveiled a new premium store concept, Best-one +, for the more progressive retailer. Shop exteriors will feature a 3D fascia and fresh window graphics for key categories, while inside the design will be based on ‘shopping missions’, rather than a traditional layout, with food-for-now, take-home and emergency top-up areas, plus more chilled food space. Tel: Bestway Group 0208453 1234.
Heavy investment in technology Creed Foodservice has made a significant investment in technology to help expand the £47m business. The money has been spent on a new online ordering system, more refined company intranet and further development of the website. Commenting on the new online ordering system, which went live two months ago, commercial director of the Cheltenham-based concern Karl Goodwin said: “Ordering has become more convenient for customers. “Although many are comfortable with our telesales operation, research indicated that there was a need for
The three Creed brothers who run the family business.
more flexible ordering, especially for caterers who, out of necessity, keep unsociable hours and may need to order late at night. “The new system allows them to see ‘live’ stock availability, preventing them from wasting time ordering something that is not in stock.” Goodwin said that the
company intranet has been developed to allow the Creed Foodservice sales team to have access to “a wealth of resources and information in order to enable them to help customers make the right choices for their businesses”. Tel: Creed Foodservice (01452) 857555.
Recognition for Parfett.
To mark Steve Parfett’s services to the C&C/wholesale and independent retail sectors for more than 30 years, the Landmark Wholesale non-executive chairman was presented with a lifetime achievement award at a trade dinner in central London. Parfett began his career as a graduate trainee with Waitrose, having studied maths at York University. He went into business with his father Alan in 1980 and, since then, the C&C company has amassed six branches with turnover of more than £300m. Parfett semi-retired from his Parfetts Cash & Carry role last October, having overseen the company’s restructuring to employee ownership. Landmark’s managing director Martin Williams commented: “Steve Parfett is one of the most respected and knowledgeable people in our industry. “We created the role of non-executive chairman so he could continue working with us to achieve our longterm objectives.” Tel: Parfetts Cash & Carry 0161-429 0429.
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• March 2013 • 7
Buying deal As part of a major deal negotiated between Palmer & Harvey and Costcutter to form a new £5bn joint buying group called The Buyco, P&H will pass control of the Mace, Supershop and Your Store brands to its new partner. The 800 symbol shops under these fascias will be managed by York-based Costcutter, which already
operates 1,700 outlets under the Costcutter and Kwik Save names. The Buyco promises to provide “the most competitive prices and an industryleading range of products and promotions at highly competitive prices”. The £4 billion-plus P&H became linked with Mace in 1999, when former franchisee
Charitable Landmark Former Speaker of the House of Commons Betty Boothroyd OM and war veteran Simon Weston OBE were the special guests at Landmark Wholesale’s 40th anniversary charity gala held in central London. The event was attended by more than 600, including those representing the group’s present and past members and suppliers. Some £20,000 was raised for Great Ormond Street Hospital and Keech Hospice Care, bringing the total money collected for these charities to £120,000. Group managing director Martin Williams said: “It has been a pleasure to work with these two charities and I am absolutely delighted that we were able to raise so much more than we had hoped. “The work they do is incredible, and I would like to thank everyone who has contributed to our fundraising over the year.
Booker sold its delivered business. Six years later P&H acquired the symbol’s rights in Scotland from Somerfield, whose Scottish stores were previously run by Aberness Foods. The Hove-based wholesaler will now deliver to all the aforementioned symbol retailers from its 14 UK depots. It will also continue distribution to thousands of unaffiliated independent stores, as well as to leading retail multiples, which account for the major part of its turnover. A distribution agreement between Nisa and Costcutter will end next year. Tel: P&H (01273) 222100. Tel: Costcutter (01904) 488663.
‘No comment’ Glasgow-based Tennent Caledonian Breweries has refused to confirm or deny trade rumours that it could be taking over drinks wholesaler Wallaces Express, of Irvine. A spokeman for the beer supplier told Cash & Carry Management: “We do not comment on speculation.”
UWG director Landmark trading director Chris Searle (right) helps Simon Weston OBE draw the winning numbers.
“The past 40 years have been exciting and challenging for the wholesale sector, and it is testament to the strength of Landmark Wholesale that we are not only still around today but also in excellent shape for the future and relishing the challenge of the next 40 years!” Tel: Landmark Wholesale (01908) 255300.
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David Reilly (below), buying director of Glasgow-based wholesaler JW Filshill until 2010, has become commercial director of Landmark Wholesale member United Wholesale Grocers, of Springburn, Glasgow. Tel: United Wholesale Grocers 0141-557 2255.
More help for indies
Bestway has launched a ‘CORE Range’ programme which promises to ‘rewrite the rules of C&C/wholesaler promotions and arm independents with the power to sell’. Ten categories will be supplemented with five seasonal event features and a core points scheme for key brands. The scheme is said to be built on three pillars: knowledge, range and reward. “These are our three core values to help independents grow their businesses,” said managing director Younus Sheikh. “We want to give retailers the knowledge to help them understand, plan their store and improve their categories; the range so they can stock the best products, with great offers to boost profits; and reward them with cash back.” Each of the categories will focus on key products and give traders impartial, expert advice, insights, trends, top tips and NPD news. The first promotional period – this month – focuses on personal care and spirits. Retailers collect core reward points for every £1 spent on nominated products in each period. Tel: Bestway Group 0208453 1234.
Great sales come in small packages!
Smaller piece sized Halls with a menthol hit Slim, pocket-friendly, easy to share pack TV as part of ÂŁ2.5m marketing investment Incremental sales opportunity outside of the medicated season Increase sales 77% by displaying at the till point^
Stock Halls - the worldâ€™s number one sugar confectionery brand* ^Based on trial comparison of weekly sales averaged over a 4wk period from 08/10/2012 - 29/10/2012 in comparison to 07/01/2013 - 28/01/2013. *Euromonitor 2010 Retail Value RSP
Horse DNA: wholesale has its say Mervyn Gilbert asked some of the leading operators how they have reacted to the meat scandal. This is what they said. The problems encountered by the trade over horse meat appear to have been less detrimental to the cash & carry/wholesale channel than to major retailers. That was the conclusion reached by Cash & Carry Management after we approached some of the leading operators.
Chris Creed, managing director of Cheltenhambased Creed Foodservice, said: “We have only had to withdraw one sku. A number of other products deemed as ‘at risk’ were quarantined until we received relevant confirmation from suppliers. “None of these were leading brands, and some were tertiary.” Creed added that all own brands which could have been at risk were confirmed as meeting all the necessary regulations and the company’s own high standards. He said there had been virtually no impact on ready meals because this category is a very minor one for the wholesaler. Creed commented: “We have worked closely with all the necessary suppliers, but some have struggled to deliver test results in the agreed time frames.” Asked what undertaking would be made regarding stricter vigilance for other food products he replied: “We will certainly ensure all
FSA recommended guidelines continue to be strictly enforced. “We are now keeping closer tabs on all products where ingredients could be suspect.” At Country Range Group, where Creed is the leading member, managing director Colin Birchall (due to retire from that post shortly: see p.4) said: “We have not had to withdraw any products, and our own brand DNA testing has proved negative for contaminants. “At this stage, therefore, I have no further comment.”
Bestway Wholesale’s operations director David Gilroy said: “None of the brands with meat is involved, except for the Findus and Birds Eye lines, as per recent announcements. Everything else has been checked and validated. I can also state that all our fresh meat is unaffected.”
Gilroy admitted, however, that the horse DNA issue did adversely affect sales of frozen food containing meat, ready meals and burgers. But, positively, sales of fresh meat have risen. He added: “We have been working closely with all our
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suppliers on this. We already have effective quality and traceability controls in place.”
A spokesman for Booker told Cash & Carry Management: “As well as our own strict quality controls, we have followed FSA guidance and have completed tests of all own-label processed beef products in line with Phase 1 and 2. All of these results were clear of horse meat. “Regarding branded supply, we are actively engaged with our suppliers to ensure that FSA guidelines are being met. We are continuing to monitor the situation and are committed to following all further FSA guidance.” A spokesman for 3663 commented: “As a major national distributor of both
branded and own-label food to the catering and hospitality industry, we make it clear to every supplier that products supplied should only include declared ingredients. “We invest heavily in quality insurance to do the utmost to protect the integrity of our product range and, having already conducted extensive checks across our range and suppliers, we can assure the catering and hospitality industry that we do not have any direct links with the sources mentioned in the media for
the presence of horsemeat in the food chain.” The 3663 spokesman added that all tests the company has carried out for the presence of horsemeat have proved negative. The wholesaler has also liaised with the Food Standards Agency with regard to testing. Additionally, it has recontacted all its suppliers of products containing comminuted beef to ensure they test them in line with new FSA requirements. “We will, of course, review the need to test further products following this first phase of testing and any changing requirements from the FSA.”
As well as the comments in our main story on p.4, a Brakes spokesman had this to say: “We have completed the first phase of testing for Brakes brand products containing beef and have submitted our second list of results to the FSA. “We will continue to be vigilant and will closely follow any future FSA guidelines on testing. Our submission to the FSA has so far included 259 negative results for equine DNA.” He confirmed, however, the detection of equine DNA at between 1% and 10% in a Brakes spicy minced beef skewer and one positive test reported by a customer of its subsidiary Creative Foods on a lasagne product. The wholesaler has also segregated a frozen burger “as a precaution after equine DNA at 1% was reported to the FSA.”
Full tummies for hungry kids A foodservice link-up between Country Range Group and Kellogg’s has raised enough money to serve 50,000 breakfasts to needy UK children. For every pack of the cereal giant’s Corn Flakes, Rice Krispies and Mini Max bought by caterers from a CRG wholesaler between October and December 2012, 75p was donated to Kellogg’s ‘Help give a child a breakfast’ campaign, raising £15,000 to fund 30 breakfast
Coral Rose, speaking at a CRG conference.
clubs in the UK for a month. As an added incentive, the foodservice group’s member wholesalers could nominate breakfast clubs in
Improved facility The new ‘Suggested Order’ function in STL’s Sales Order Processing (SOP) solution has helped Forward Wholesale, with depots in Sudbury and Norwich, to improve sales and customer service. James Ward (right), managing director of the Today’s Group member wholesaler, said: “Customers love how easy it is to order from us when and however suits them best. And we love
Top chefs Winners of the Brakes Student Chef Team Challenge 2012/13 – from an original entry of 85 – were pupils of the City of Glasgow College. At a cook-off at ScotHot 2013, the three team members were judged to have created the best threecourse menu based on the theme ‘Going Global with World Cuisine’. Tel: Brakes Group (01233) 206000.
how easy it is to collate, manage and process all our customer orders.” SOP prompts telesales operators about omissions from the caller’s normal order, combi-buys and special offers. It also advises operators in real time about shortages, order dates and promotion dates. Tel: STL Technology Solutions (0844) 472 4727. Tel: Forward Wholesale (01787) 468490.
their own areas, helping to combat the fact that one in seven UK pupils goes to school hungry. CRG marketing manager Coral Rose said: “It is estimated that a million school children go without a proper breakfast each day. “We are absolutely delighted to reach our campaign target, generating enough money to present over 30 schools with a grant of £450 – the typical cost of running a breakfast club in a school or community venue for at least a month. “Partnering Kellogg’s and helping to bring this successful retail campaign into foodservice is one of the great ways we are meeting our corporate responsibilities.” Tel: Country Range Group (0845) 209 3777. Tel: Kellogg’s (0800) 626066.
Spanish wine agency Matthew Clark has taken on the UK agency for Bodegas Baigorri, securing exclusive distribution rights for the Spanish wine range in both the UK on and off-trade sectors. The Rioja sourced varieties, which are available through the drinks wholesaler from this month, include the barrel fermented Blanco, Rosado, Crianza, Reserva and the flagship
Baigorri de Garage. Matthew Clark’s wine controller Laurie Davis commented: “Rioja wines are a must-have in any on-trade outlet.” He added: “Bodegas Baigorri is a great fit for our portfolio, offering a modern and innovative range to complement our existing Rioja wines.” Tel: Matthew Clark (0844) 822 3910.
High street support Pro-retail 2013, the Palmer & Harvey sponsored show for independent and multiple convenience retailers, now in its 31st year, takes place on 30 April and 1 May at the International Centre in Telford, Shropshire. Among the exhibitors will be Mars Chocolate, Carlsberg, Cravendale, Lindt and Weetabix. Visitors will experience all aspects of the high street – from neighbourhood retailing to community involvement – as the event focuses on the key trend for local shopping. Chilled & fresh food will appear in a new, enhanced format for the P&H Village, appearing in its second year and offering small suppliers and local producers a showcase for their ranges. Pro-retail will also ‘shed light’ on part-day retailing – the act of merchandising according to the time of day to maximise sales. Martyn Ward, the wholesaler’s managing director commercial & sales, said: “We understand that retailers are under a lot of pressure and find it hard to take time out from the shop floor. “That’s why we make sure that every second of Pro-retail is time well spent and something that will add value to their business.” Tel: Palmer & Harvey (01273) 222100.
Gingerbread Country Range Group has launched Gingerbread Men mini packs in boxes of 80, with three boxes per pack. Tel: Country Range Group (0845) 209 3777.
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• March 2013 • 11
Speed needed This month, John Wood is in Birmingham to talk to traders about the wholesalers they use. Kalavati Patel Mere Green Off Licence and Convenience Store, Sutton Coldfield Wholesalers used: I go to a number of different cash & carries – Booker, Bestway, East End Foods – but the one that I use the most is Blakemore. Plus points: Blakemore is near where I live so it is convenient. Also the prices are reasonable and the staff are very friendly. It is important that it has a good range. I have a convenience store and stock a wide range: cigarettes, beer, wines & spirits, confectionery, soft drinks. East End also has a good range. I visit Blakemore most days, and I go early in the morning before it gets busy so there never seem to be any hold-ups at the tills. Suggestions for improvement: I don’t go to Booker so much because it doesn’t have half the things I need, while Blakemore has almost everything.
month, and I go to East End about once a week to do a big shop for things like cigarettes, rice and flour. Plus points: Wanis has a rep who lives in Birmingham and I place my order through him. He faxes it over and I get the delivery in a few days. It’s a good service – he’s very friendly, I get everything I order and the deliveries are on time. The new East End is one of the biggest cash & carries in the country and it’s really good. You’ve got everything you need there, everybody is helpful, and it’s close by as well. Because it’s so big you have to go a few times to get used to where everything is, but the layout is good. I get served quickly too because it has so many tills open. On the one hand I would quite like to have stuff delivered but on the other hand I like to see what’s on offer. East End has good promotions all the time. Suggestions for improvement: Wanis doesn’t send me any leaflets so I don’t know what promotions it has until the rep comes, and I have to make a decision there and then. It would be nice if I could have some time to look and decide what I want.
Pramjit Kooner Coopers Road Off Licence Wholesalers used: East End is the main one I use but I also go to Batleys. The next nearest one is Booker in Walsall but that is too far away. Plus points: East End is about three miles away and that’s one of the main factors. The prices are good and the staff are very friendly and helpful. There are loads of staff so you are not hanging around – something I hate. It’s a big depot but it is easy to get round and it has everything I need. East End has very good promotions and rings you up to tell you about them.
Nisha Sharma Tiffany’s café Blakemore has almost everything this store needs.
Samir Kassim Saleh & Sons (grocery store) Wholesalers used: This is a general grocery store, specialising in Jamaican and Caribbean products. I use the new East End cash & carry at Aston Cross as my local wholesaler, but my biggest supplier is Wanis in London, which is a specialist in Caribbean food, and it delivers. Other than that I use the wholesale market in the city centre on a daily basis for fresh fruit and vegetables, and I get visits from reps for companies like Coke and for confectionery. I get a delivery from Wanis about once a
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Wholesalers used: I go to Costco and I use JJ Foodservice, the delivered wholesaler. I use them equally. Plus points: Price and quality are the main reasons that I shop with these two. They have everything that I want. I order from JJ online. Its deliveries are on time and I get what I order. They both do good promotions, which I find useful. Suggestions for improvement: They should reduce more of their prices. The more discount they give, the more they will sell. I tried Booker but did not find it cheap; I haven’t tried any of the other cash & carries.
Grandfather knew best! This month’s article features Howard Goldman, director at Rayburn Trading. How do you maintain a work/life balance and how have developments in technology affected this? I always try to keep family and work as separate as possible but with the iPhone it’s not always easy to ignore work issues. However, having two young children is a definite distraction as they certainly keep me on my toes when I get home! What most frustrates you in business (and in life generally)? I’m generally laid back, but dealing with suppliers who are promoting products but don’t perform to the level which one would expect when you order can be frustrating. Also trying to get hold of people on the phone can be frustrating, especially when they don’t call you back. In life I would have to say any telesales company and traffic wardens. If you were able to retire tomorrow, would you, and if so, how would you spend your time? I enjoy work too much to think about retiring. There is still so much to achieve in business and potential to grow. At the moment I’m a member of several charity committees so I would do more of this if I retired. What advice would you give someone starting his/her first job? Work hard and show commitment. It’s essential that you enjoy what you are doing. It’s best to lay the foundations first and build your potential from there.
What has been the major milestone or turning point of your career? The turning point has been to work in the family business alongside my father and brother at Rayburn. Throughout the past 12 years I have learnt so much and we have had some amazing achievements, such as winning the Queen’s Award for Enterprise in International Trade and meeting the Queen in 2011 and being recognised by the Institute of Directors by being voted the Global Director of the Year in 2012. Who has been the biggest inspiration to you? It has to be my late grandfather. He came back to the UK with nothing after fighting in both the Spanish Civil War with the International Brigades and the Second World War, and he managed to start up his own company through sheer determination and perseverance. His work ethic, business acumen and morals have been passed down the generations. I was fortunate to work alongside him for a few years and he taught me business insight which I was never taught at university and helped me progress to where I am today.
What type of business would you have gone into if it wasn’t C&C/wholesale? Due to having a family business, I could never imagine working in another industry or sector. Growing up, I would always help out in school holidays so it was inevitable my career would be at Rayburn. If you had a million pounds to invest in business, how would you spend the money? I would probably invest in utilities as these companies seem to be raising their prices every year!
Export achievement Howard Goldman started his career at Morgan Stanley while he was living in London. He decided to change career path and joined Rayburn Trading in sales 12 years ago. He created the export department and developed a team to work with him. Five years ago, he was appointed director. Rayburn has been listed in the Sunday Times International Fast Track for the past two years and has won the Queen’s Award for Enterprise in International Trade.
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‘A fantastic endorsement’
Kate Salmon, executive director of the SWA.
Sales director Bill Mair is delighted on hearing that CJ Lang is crowned Champion of Champions.
CJ Lang, which was praised for putting its customers and consumers at the heart of all it does, won the ultimate accolade, Champion of Champions, at the Scottish Wholesale Achievers awards dinner, held last month at the Sheraton Grand, Edinburgh. The team from CJ Lang also claimed two other titles: Best Symbol Group and Best Delivered Operation – Retail. Commenting on the event, which attracted 490 wholesalers and suppliers, SWA executive director Kate Salmon said: “Tickets sold out last August, which is a fantastic endorsement of Achievers and, indeed, our Association in our efforts to promote and protect the Scottish wholesale industry.” Achievers was created 11 years ago by the Scottish Wholesale Association in partnership with Cash & Carry Management to
• Cash & Carry Management • March 2013
Broadcaster Cathy Macdonald, host of the awards dinner.
recognise the best wholesalers and suppliers in Scotland and to raise standards across the industry. Ever since, the organisers have strived to maintain Achievers‘ standing as the best awards scheme in the food and drink industry. Salmon explained: “Last year we carried out an in-depth review of Achievers. We consulted with key wholesalers and suppliers and tweaked some of the criteria in order to give a better reflection of the cash & carry and delivered wholesale industry as it stands today.” She added: “We will shortly meet with our sponsors to see if they can suggest any improvements to the awards. Similarly, we encourage wholesalers out there to contact us with ideas on how we can enhance Achievers. It is your awards scheme, it is your Association – so let us know how we can improve.”
SWA ACHIEVERS 2013
WINNER OF: BEST OVERALL SERVICE
SUPPLIER SALES EXECUTIVE OF THE YEAR BEST ADVERTISING CAMPAIGN PROJECT SCOTLAND
• The UK’s No.1 Flavoured Carbonate* • Phenomenal £5m brand investment nationally to drive your sales in 2013
CALL US ON: 01204 664 295 *Nielsen Scantrack, Value Sales, MAT to 02.02.13, Total Impulse.
Winning wholesalers Best Cash & Carry Depot
Winner: United Wholesale Grocers Springburn “Has specifically looked at what its customers require and has devised solutions that benefit all parties.” Runner-up: United Wholesale (Scotland), Queenslie L to r: Kate Salmon, SWA executive director; Nabeel Ramzan, managing director of UWG; Clare Bocking, commercial controller impulse at Britvic; Waqas Badar, trading director at UWG; awards host Cathy Macdonald.
Highly Commended: Makro, Edinburgh
Best Delivered Operation – Retail
Winner: CJ Lang “Great overall package. Very proactive in identifying strategic ways to drive consumer footfall in its retail customers’ stores.” Runner-up: JW Filshill Highly Commended: Palmer & Harvey
L to r: Kate Salmon, SWA executive director; Bill Mair, sales director of CJ Lang; Andy Stevens, JTI’s head of sales UK; awards host Cathy Macdonald.
Best Delivered Operation – Foodservice
Winner: 3663 “Excellent across all areas. Clear drive to be best in class in its commitment to both customers and employees.”
L to r: Kate Salmon, SWA executive director; Adam Spiers, business unit controller Scotland of 3663; Steve Evans, senior sales & marketing manager of Taylors of Harrogate; awards host Cathy Macdonald.
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Runner-up: Brakes Highly Commended: Forteith Foodservice www.cashandcarrymanagement.co.uk
achievers Best Delivered Operation – On-Trade
Winner: Sutherland Brothers “Looks to grow commercially and to future proof the business by improving efficiencies while not affecting service or CRS values.” Runner-up: Wallaces Express L to r: Kate Salmon, SWA executive director; Stevie Ramage, regional business manager Scotland at AG Barr; Evan Sutherland, operations director at Sutherland Brothers; awards host Cathy Macdonald.
Highly Commended: Gordon & MacPhail
Great Place to Work
Winner: JW Filshill “Committed to motivating, encouraging and rewarding its people. Feedback from employees helped make the difference.” Runner-up: 3663, Newbridge Highly Commended: United Wholesale (Scotland), Queenslie
L to r: Kate Salmon, SWA executive director; Anne-Marie Johnstone, KeyStore area manager at JW Filshill; Martin Dyer, senior national account manager at SHS; awards host Cathy Macdonald.
Corporate Responsibility Award
Winner: Forteith Foodservice “Finished above average in three of the four areas judged – environment, community involvement and marketplace.” Runner-up: Gordon & MacPhail The team from Forteith, including senior partner John Forteith (second on right), with Kate Salmon, SWA executive director (left); Ken Cameron, field sales manager Scotland at Coca-Cola Enterprises (third on left); and awards host Cathy Macdonald (right).
Highly Commended: 3663
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achievers Best Symbol Group
Winner: Spar, CJ Lang “Scored highly on retailer sustainability. Prides itself on being category experts. A true one-stop shop for retailers.” Runner-up: KeyStore, JW Filshill L to r: Kate Salmon, SWA executive director; Bill Mair, sales director of CJ Lang; Scott Macdonald, account controller at AB InBev; awards host Cathy Macdonald.
Highly Commended: Day-Today, United Wholesale (Scotland)
Best Marketing Initiative
Winner: United Wholesale (Scotland) “Great Local Online Deals for Local People took the Groupon concept further, increasing sales and footfall in customers’ stores.” Runner-up: Forteith Foodservice ‘Lochaber Food & Drink Exhibition’ Highly Commended: Palmer & Harvey ‘Smokin’ Profit’
L to r: Kate Salmon, SWA executive director; Asim Sarwar, managing director of UWS; Sarah Lowry, projects manager of UWS; Frances Butler, business unit controller at Mars; awards host Cathy Macdonald.
Champion of Champions
Winner: CJ Lang
L to r: Kate Salmon, SWA executive director; Bill Mair, sales director of CJ Lang; Peter Baird, field sales development manager at Kraft Foods; awards host Cathy Macdonald.
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“Outstanding performance in the Achievers categories in which it competed. Exceptional next-day, or even same-day, deliveries contribute greatly to giving customers a first-class service. Its one-stop shop opportunity has the retailer and consumer at the heart of all that it does.” www.cashandcarrymanagement.co.uk
Winning people Employee of the Year
Winner: Abhay Singh, floor supervisor, United Wholesale Grocers, Polmadie
L to r: Kate Salmon, SWA executive director; Ross Brown, business manager of Premier Foods; Abhay Singh, floor supervisor at UWG Polmadie; awards host Cathy Macdonald.
“Abhay gained a tremendous understanding of how the business operates by working his way up from car park attendant to floor supervisor. He then applied the skills, knowledge, common sense and team-building ethic from his previous life as a ship’s captain, delivering a major customer-friendly refit of the cash & carry with less disruption to trade, less building work, less time and less investment.”
Runner-up: Moira Swan (right), commercial manager, Forth Wines
Highly Commended: Aaron Biggs (left), stock control supervisor, Booker Galashiels
Supplier Sales Executive of the Year
Joint Winners: Lawrence Findlay, Unilever Keir Stewart, AG Barr Joint Highly Commended: Laura Chilton (right), Kraft Foods
Joint Highly Commended: Barrie Davidson (left), Britvic Soft Drinks
L to r: Kate Salmon, SWA executive director; Lawrence Findlay of Unilever; Kath Wallace, training manager at Batleys; Keir Stewart of AG Barr; David Livingstone, operations manager C&C Scotland at Batleys; awards host Cathy Macdonald.
“Lawrence is honest and positive, has a desire to succeed and, most importantly, he will deliver against what’s been agreed. In the year to date, he’s showing a 9% increase in sales – an excellent performance in a tough market. Keir goes that extra mile with his customers and prides himself on excellence in execution. He wants to add value to his customers, to make a difference during his visits.” Cash & Carry Management
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Winning suppliers Best Overall Service Winner: AG Barr (42.95 out of 50) Runner-up: Kraft Foods (40.42) Highly Commended: Coca-Cola Enterprises (39.21)
The team from AG Barr, including regional business manager Scotland Stevie Ramage (fourth on right), with Kate Salmon, SWA executive director (fourth on left) and awards host Cathy Macdonald (third on right).
Commended: Maxxium (38.95) See p.21 for complete league tables
Winner: AG Barr “Rockstar’s ‘Working with Wholesalers to Maximise the Energy Drink Opportunity’ produced a fantastic sales increase and almost doubled the distribution points.” Runner-up: Scot Serve/FrieslandCampina Yazoo’s ‘The Goodness of Milk’
L to r: Kate Salmon, SWA executive director; George Benson, SWA president and chairman of the judging panel; Stevie Ramage, regional business manager Scotland at AG Barr; awards host Cathy Macdonald.
Best Advertising Campaign Winner: Irn-Bru ‘Fanny’
L to r: Kate Salmon, SWA executive director; Jonathan Kemp, commercial director of AG Barr; awards host Cathy Macdonald.
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Top 31 final results
For the fourth year running, AG Barr has won the highly coveted ‘Best Overall Service’ award. POSITION
SCORE (max. 50)
POSITION LAST YEAR
Britvic Soft Drinks
Nestlé 1st Choice
Whyte & Mackay
Cash & Carry Management
NOVEMBER ’12 score/position
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Sponsors’ views “The ‘Great Place to Work’ category proved to be extremely difficult to judge as each of the entrants, based on the presentations, was worthy of being nominated as the winner. The final decision came down to the enthusiasm each member of the entrants’ staff portrayed on the days of the judging. It was great to hear their views and the heartfelt examples of how each and every one of the entrants went the extra mile to ensure that members of their staff ‘were made to feel they were a key part of the team’. We at SHS Sales & Marketing share the views that our customers are king; however, it is vitally important that our members of staff feel rewarded for the work they do. SHS Sales & Marketing thanks all the entrants for taking the time to enter and we wish them and their staff every success in 2013.” Martin Dyer, senior national account manager, SHS Sales & Marketing
“JTI is delighted to continue its long association with Scottish Wholesale Achievers and to support this year’s ‘Best Delivered Operation – Retail’ award. Scotland is an important market for JTI with many important customers. It is an honour to gain a greater insight into their businesses and a pleasure to watch their enthusiasm and passion for their businesses during the awards process. We wish the Scottish wholesale industry continued success in 2013 and beyond.” Rupert Hinde, wholesale & symbol sector manager, JTI
“Mars Chocolate UK is proud to once again sponsor the Scottish Wholesale Achievers awards, and more specifically, the ‘Best Marketing Initiative’ category. The contenders for this award have all been recognised for their stellar work when it comes to enticing new customers to their depots and developing long-standing relationships with existing customers. It is more important than ever that wholesalers understand the importance of effective marketing to support their customers, and we have been extremely impressed by this year’s shortlist of great initiatives.” Bep Dhaliwal, trade communications manager, Mars Chocolate UK
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“Britvic Soft Drinks is delighted to support the Scottish Wholesale Association and in 2013 sponsor the category ‘Best Cash & Carry Depot’. The winner of this prestigious award shows commitment and resilience to improving their business and their customers’ businesses in a challenging environment. Personally I am grateful to all the entrants in this category – the passion and enthusiasm are evident and by sponsoring this category I have gained a deeper understanding of the industry.” Lee Robertson, national account manager – wholesale/Scotland, Britvic Soft Drinks
“Taylors of Harrogate is proud sponsor of the ‘Best Delivered Operation – Foodservice’ award. We were really impressed by all of the entrants in servicing such a diverse customer base, with service, value, and choice being key to their customers’ needs. It was also pleasing to see the nurturing of local Scottish suppliers in their food offer, which not only benefits the local economy but also showcases the provenance and quality of great Scottish foods. We all recognise in today’s challenging market conditions that successful businesses must deliver great service, trust and value to their customers. We commend all the entrants and are sure they will continue to thrive.” Steve Evans, senior sales manager, Taylors of Harrogate
“AG Barr is delighted to continue its support of Scottish Wholesale Achievers through the sponsorship of ‘Best Delivered Operation – On-Trade’. The current economic climate is clearly impacting on this sector as many pubs, clubs and restaurants close the doors. SHS mentioned last year that this sector was “rapidly evolving”. It was clearly evident that the entrants were continuing to work with their customers on many aspects to protect them for the future. The benefits of judging and entering this award I hope are reciprocal, as both Craig Barr and I have taken a great deal from the experience. We would like to thank all the entrants for their time and wish them a successful and profitable 2013.” Stevie Ramage, regional business manager, AG Barr
achievers “Batleys is proud to have sponsored ‘Supplier Sales Executive of the Year’ as part of the Scottish Wholesale Achievers awards. David Livingstone, operations manager Scotland, and I thoroughly enjoyed the experience. There was a clear message from the shortlisted presentations that regular supplier visits to wholesalers build trust, confidence and strong relationships, which in turn helps grow our mutual business. In these difficult times suppliers should be supporting the wholesale trade by actively encouraging more of this – we need quality representatives walking through our doors on a regular basis. The standard overall was superb, with the finalists presenting us with a difficult decision. In the end we decided on joint winners Lawrence Findlay (Unilever) and Keir Stewart (AG Barr). Congratulations to both.” Kath Wallace, training manager, Batleys
“Premier Foods is delighted to continue its long-standing support of Scottish Wholesale Achievers through its sponsorship of the ‘Employee of the Year’ award, which recognises the efforts of individuals from a wide variety of roles. Each of the nominees has demonstrated unbridled enthusiasm in their respective roles. Not only have they been chosen to represent their organisations, but they have also demonstrated the exceptionally high standards that Achievers aims to promote. These high standards made the judging a difficult process this year, as was evidenced in the scoring. I would like to thank my independent judges for their support this year, the SWA for the opportunity to be part of a vibrant Scottish market place, and finally, many congratulations to all the finalists.” Ross Brown, business manager – foodservice, Premier Foods
“We would like to thank all those companies that sponsor Scottish Wholesale Achievers. Some have been with us from day one. A great deal of hard work goes into judging all of the awards. It is a big commitment. Year after year, we are delighted to learn that suppliers have established closer working relationships with wholesalers and gained a different perspective and deeper understanding of the Scottish wholesale industry as a direct result of judging an Achievers category.” Kate Salmon, executive director, SWA
“Coca-Cola Enterprises would like to thank and congratulate all those who entered the ‘Corporate Responsibility Award’ this year. Across all entrants it was brilliant to see the level of importance they put into activating a strong CRS agenda. The support and guidance of our independent judges, Cate Ritchie and Alex Buchanan, meant reaching the difficult decision on the winner was made far easier. They also ensured the judging was thorough, robust, honest and fair. I would strongly encourage other suppliers to take on this award in 2013/14 as it gives real insight into the overall operations of the participating wholesalers.” Ken Cameron, field sales manager, Coca-Cola Enterprises
“Kraft Foods UK is delighted to continue its long relationship with Achievers. Sponsoring ‘Champion of Champions’ has given us a great insight into how important the awards are to the members. Achievers has been a great driver in delivering improvement and maintenance of very high standards within the wholesale trade. The passion and commitment within the trade in Scotland is immense. We would like to congratulate CJ Lang as the Champion of Champions award winner this year, and wish all the entrants well for next year’s awards.” Peter Baird, field sales development manager – route to market, Kraft Foods UK
“AB InBev is proud to continue its long-standing association with the Scottish Wholesale Association and was delighted to be given the opportunity to sponsor the ‘Best Symbol Group’ category in 2012/13. Whilst we trade directly with all entrants, being involved with Achievers provided so much more insight into each business which we are incorporating in our 2013 plans and beyond. Recognising that symbol groups operating within the independent sector will continue to be challenged by retailer sustainability and future proofing, we felt that all of the entrants understood these challenges and were going to great lengths to address them. Special thanks go to independent judges Ian Shearer and Robert Sider who were of great support during the judging process. We would like to congratulate all entrants, with particular recognition to this year’s winner, CJ Lang, and wish all the entrants the very best for the future.” Paul Scrimgeour, national account manager, AB InBev
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• March 2013 • 23
Consumers can’t get enough! Valued at £786m, energy drinks is the fastest-growing segment of the soft drinks market. Red Bull, the UK’s leading functional energy drink (IRI total coverage south and east 25/8/12), has launched three ‘Editions’ – cranberry, lime and blueberry. They are claimed to have ‘the same vitalising effect as Red Bull energy drink’. Their introduction to the UK this month is being supported by a £3.5m campaign to drive awareness and product understanding, with activity focusing on 20 key cities. As well as using key poster sites, the supplier is including large-scale digital and PR activity. Head of category Simon Hewitt says: “The above-the-line campaign objectives are to raise awareness to the 4.5m people in the UK who reject energy drinks on account of taste as well as broadening consumption with current drinkers.” Red Bull is also driving trial through its Wings Team, targeting over one million consumers through sampling activity. The sampling team will be seen in their Minis, featuring all three flavours in the regional push. Hewitt comments: “The news of the launch of Red Bull Editions has created excitement in itself, and we expect the marketing activity to carry this through to people around the UK, generating trial and bringing in new consumers to the brand.
The three new Editions.
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“By addressing the barrier of taste, we expect that the drive will increase penetration and expand the category, which ultimately means more profit for retailers.” Recommended prices are the same as those for Red Bull 250ml and Sugarfree 250ml.
‘Fastest grower’ With almost one million UK households buying Cott Beverage’s Emerge last year (Kantar Worldpanel 23/12/12), it’s not surprising that the brand claims to be the fastest-growing value functional energy drink on the market. To capitalise on this growth, and ensure that it continues, two ‘exciting commitments’ have been announced. The first is the launch of the brand’s biggest-ever marketing campaign, featuring a programme of intense summer activity. Promoting the brand’s new tagline, ‘Sorts you right out’, the marketing schedule will include everything from student sampling to film sponsorship and it aims to target the brand’s young (and mainly male) audience. The latest from Cott. Emerge will also be investing in tv sponsorship for the first time, while continuing to utilise ‘grass roots tactics’, such as sponsoring the Ultimate Street Car festival. The drink will also be expanding its range by introducing a citrus style. This allows Emerge to make its mark on the second biggest flavour category in the energy drinks market and provide even more choice for its customer base. Brand manager Calli O’Brien told Cash & Carry Management: “The Emerge brand continues to resonate with today’s consumer. We’ve been delighted with the year-onyear growth this has delivered. “In order to continue this success, we’ve invested significantly in a marketing plan that will build the brand, encourage trial and help us reach millions of new customers in the process. “With this activity, and our commitment to product development, we are very much looking forward in 2013 and to an even brighter future.” Data SIG, All Scan Snack Outlets, year to 5/1/13. unless shown.
THE TASTE OF CRANBERRY, LIME OR BLUEBERRY. THE EFFECT OF RED BULL. Red Bull continues to lead the way as the Number 1 functional energy drink. And our new Red Bull Editions range will help unlock even more growth potential from the category. The energy drink sector’s number one barrier to entry has been identified as taste, so the launch of Red Bull Editions offers consumers
three great new flavours – cranberry, lime and blueberry. All have the same vitalizing effect as Red Bull and, by giving your customers the choice they demand, will get sales soaring even higher. Supported by a £3.5 million launch campaign to drive awareness, the Red Bull Editions range needs to be clearly visible
instore. It’s important the range is merchandised in the chiller next to Red Bull and Red Bull Sugarfree in order to ease the shopping experience for your customers. And, by giving them the visibility they deserve, you’ll get cans flying off the shelves and cash flying into your tills.
For POS, please contact firstname.lastname@example.org
Lemon Ice (fourth from left) is the newest style to join the Relentless range.
Package of activity Relentless Energy Drink from Coca-Cola Enterprises has unveiled a revamped range, including a new pack size, a price-marked pack offering, additional flavour and improved formulations – all supported by the brand’s biggest-ever annual marketing investment. To further broaden the brand’s appeal and attract new drinkers, CCE has launched a 250ml can format of Relentless Origin. With an rsp of 79p, it is designed to make branded energy drinks that are either under £1 or come in a 250ml format more accessible for consumers. Joining the existing range of six flavours is Relentless Lemon Ice, which is described as ‘a sparkling energy lemonade drink’. Head of energy at CCE Stuart Agates says: “It sits alongside the existing Relentless variants, Berry Juiced, Tropical Juiced and Orange, which have also benefited from a reformulation that offers consumers a ‘best-ever’ taste.” To further support convenience retailers and drive trial of the brand, the supplier is making available a new £1 PMP on 500ml cans of Origin, Apple & Kiwi, Lemon Ice and Sugar Free. Available in C&C/wholesale at certain promotional periods during the year, the first of these packs is on offer throughout March. Agates comments: “Following a phenomenal year of growth, the energy sector continues to boom. With our latest pack format and flavour innovation, as well as our £1 PMP offering, we’re providing retailers with more choice than ever before. The updated range will strengthen the brand’s existing position within the sector by bringing in new consumers and, in turn, deliver an incremental sales boost to retailers. “Brand awareness and demand are also due to be higher than ever as we’ve tripled our year-on-year spend for television and digital advertising, securing Relentless energy drink’s position as a must-stock.” Throughout the year, the drink will be supported with a multi-media marketing campaign, including the Professor Green tv commercial, which is presently on air. Additional support includes digital advertising, PR, sampling and in-store PoS. CCE is also looking to cement Monster Energy’s position as one of the largest contributors of growth to the energy sector with a programme of activity this year, starting with a £1.19 PMP for independent retailers, which has been available for a four-week period only.
• Cash & Carry Management • March 2013
This price applied to packs of Original, Ripper, Khaos, Lo-Cal and Rehab Lemonade. Since launching in the UK four years ago, the drink has become a £70m brand, doubling its rate of sale in 2012 alone. Agates says that “a combination of a strong core range offering, successful new flavours and exciting promotions have ensured consistent growth for the brand”. He adds that after just six months, the newest addition – Rehab – is worth £2.6m at rsp. “After four years of exceptional growth, it’s important we maintain momentum with strategic launches and marketing activity this year. Energy is a dynamic sector and it’s vital that we use targeted activity to build on existing demand and bring in new consumers. “Our goal is to add incremental value to the sector, and we can help retailers achieve this by demonstrating what energy SKUs should form the basis of a core range.” Agates concludes: “The introduction of the £1.19 PMP is the first of many announcements for the Monster brand this year. The trade should get stocked up to capitalise on the limited availability of this pack format and the consumer demand for the range.” All data AC Nielsen.
Totally independent As a measure of Boost Drinks’ standing in the industry, towards the end of last year the company received the Federation of Wholesale Distributors’ grocery gold medal for for its flagship Boost Energy brand. Founder & managing director Simon Gray says: “We were delighted to have been presented with this major award, not least because it is independently voted for by our key customers in the C&C/wholesale sector. “It really does demonstrate that Boost is, and will continue to be, a champion of the independent retail trade. In fact, we are the only brand that is totally focused on the independent channel.” Following on from this success, Gray sees this year as being the biggest ever for the supplier. Activity includes the launch of a new packaging design for Boost Energy to give the 500ml and one-litre bottles a more premium feel. Also being introduced this year are a number of new formats and flavours. All this will be supported by the company’s record level of marketing to further drive awareness, sales and profit. Price-marked packs continue to be a key part of the
y 2012 r e c o r G r a e Y d of the n a r B l a d e ulse* p M m I n i h • Gold t i w d y bran g r e n e l a n o i t c • No.2 fun UK e h t n i d n a r b inks • No.12 soft dr ce and n a m r o f r e p t a re • Great taste, g margins even greater
* Sales out for year to 31st August 2011 (based on wholesale sales to more than 30,000 independent stores).
energy drinks supplier’s strategy to support independent retailers via the C&C/wholesale industry. Says Gray: “As a champion of the independent retail sector, price-marking forms a major part of our business and marketing strategy. “Our aim is to price our products at a point which offers the consumer great value for money to drive sales and increase brand loyalty, while at the same time ensures great profit margins for Flagship brand for Boost Drinks. wholesalers and retailers. “Nearly 90% of our business is through C&C/wholesale and it will continue to be our main priority. From a sport & energy category perspective – in terms of consumer purchase behaviour – independents have a major advantage over the multiples.” Gray gives these tips to C&C/wholesalers: Stock a wide range of brands to meet all customer and consumer needs – but only the strongest selling products. Don’t offer a ‘tail’ of niche slow sellers. Allocate space at depot level relative to category and brand performance. This will help section stock management, assist choice, drive category and brand awareness and, of course, increase profit. Find ways to communicate the key category dynamics – for example through PoS or leaflets. Offer recommendations on range and potential space allocation in chillers.
“These sustained support packages from branded energy drinks, such as Rockstar, are key to the massive category growth as they build brand equity and awareness, which translates directly into sales.” Pointing out that ‘big can’ energy is expanding by 26%, he says that Rockstar was the fastest growing energy brand in this respect in 2012, growing at 75% year-on-year and delivering incremental profits for retailers. “Rockstar offers a range of six great-tasting flavours, with vibrant packaging. Among the core 16-24 year market, it is sought out as a better tasting energy drink, with consumers really connecting with the range of flavours (Out of the Box Shopper Insight February 2012). “Outlets should ensure they understand their consumers’ needs and tailor the range accordingly, taking account of which brands and sub-sectors of the market are growing to ensure the range reflects the current trends.” Gissing adds that flavour is becoming a motivating factor of choice, with the ‘original’ style accounting for 63% of the category. However, flavoured energy is the fastest growing sector of the market, growing by 85% over the past two years and now representing 37% of category sales. “The top two, and the fastest-selling, ‘big can’ flavour SKUs in the market are Rockstar Xdurance and Punched Guava. Xdurance, with its iconic blue can, is currently selling twice as fast as any competitive sku.” Last year the brand launched Fruit Punch & Xdurance Berry and Xdurance Orange in a resealable 500ml PET. And this year it is reinforcing its reputation for innovation by unveiling Rockstar SuperSours. The new range comprises two ‘tongue-tingling’ variants – BubbleBurst and Green Apple – which have performed well in consumer tests.
Growing at 10% According to Guy Gissing, national impulse controller for AG Barr, energy drinks – a sector in which the manufacturer is represented by Rockstar – are currently worth £786m and showing 10% growth. He says trade outlets should offer a combination of value tier products, price-marked packs and strong promotional activity alongside premium brands “and they will see their profits grow”. Gissing adds: “Energy drink consumption is greater in the 16-24 year age group (GB Omnibus May 2012) and brand image is a really important factor for these consumers. Brand associations with, say, extreme sports and music, as well as them having a vibrant packaging design, attract consumers to the fixture.
• Cash & Carry Management • March 2013
Two more flavours in the Barr range.
R EF R E SHING NE W L EMON ICE
THE SOUND OF SALES
AVAILABLE FOR A LIMITED TIME* ONLY IN £1 PMP (REGULAR PMP £1.39)
RELENTLESS ENERGY DRINK IS A REGISTERED TRADE MARK OF THE COCA-COLA COMPANY. *£1 PMP AVAILABLE LATE FEBRUARY FOR FOUR WEEKS.
energy drinks Gissing comments: “Value is still a key focus in the energy market with consumers seeking affordable options. Stocking price-marked packs, which clearly represent value for the public, is a simple way to drive sales.” All Rockstar drinks are available in 99p price-marked packs. Data Nielsen Scantrack except where shown.
Welcome trend Another who welcomes the surge in energy drinks is Simon Green, marketing director of Global Brands. “The category is growing faster than any other in soft drinks,” he says, “and the functional energy sub-category remains strong, accounting for 98% of market growth last year (IRI June 2012). “Consumers’ broader understanding of the category and the functional benefits of energy drinks has contributed to their growth, and retailers can capitalise on the category’s potential by offering a focused range of well-supported brands. “While it is important to ensure consumers have choice, retailers should avoid giving space to products which add little value.” Referring to the company’s Kick Energy, Green says: “Original flavoured energy drinks still account for over 90% of the market. Our development team went back to the drawing board more than 10 times to ensure we had the best tasting liquid. “Ultimately, it’s the Major on-pack promotion with taste that counts video games makers. and we have since conducted research which confirmed that two out of three consumers prefer Kick Energy to the market leader (based on consumers surveyed in Newcastle, Oxford and Nottingham).” The brand’s on-pack promotional activity in the off-trade is claimed to be helping to boost the drink’s awareness, with Kick Energy being exclusively linked to computer gaming and gamers, who account for 68% of all energy drinks consumption. Green told Cash & Carry Management: “Kick has collaborated with some of the biggest video games and publishers in the world, including Batman: Arkham City, Duke Nukem Forever and Ghost Recon in the USA. It was also the first energy drink to pioneer the use of QR code technology in the UK. “In 2012, it was the official energy drink for the third
• Cash & Carry Management • March 2013
biggest film in cinematic history – Marvel’s Avengers Assemble.” This year’s biggest Kick on-pack campaign involves Square Enix’s Tomb Raider. Over three million specialedition cans feature heroine Lara Croft. For the first time the promotion is running in both the UK and in the USA, where the drink is now available in more than 1,200 Walmart stores. Using on-pack QR code technology, consumers can scan the can with a smart phone to access the bespoke Tomb Raider micro site. Says Green: “We are giving consumers the chance to win the ultimate prize of an exotic island escape or one of 100 copies of the video. Every Tomb Raider Kick Energy can purchased will reward the consumer with free music downloads from a BAFTA winning artist. “This high-profile activity will be supported in the offtrade via branded free-standing display units, in-store sampling events and a heavyweight social and digital media campaign.”
Group expansion Although soft drinks growth in independents is just 1%, Landmark Wholesale reports that its sports & energy drinks now account for 28% of all soft drinks sold through the group and are expanding by over 16%. Trading controller Gordon Walker says independent retailers should prioritise the best sellers and most popular lines while keeping an eye on innovation. He adds that the market is still expanding its branded range, with the top 10 skus by sales volume in Landmark member depots accounting for 80% of energy drinks turnover. The top 10 through Landmark Wholesale are: 1 LSV own-label energy drinks, 250ml price-marked can 2 Red Bull, 250ml PM can 3 LSV orange isotonic sport drink, 500ml PM PET 4 Red Bull, 250ml can 5 Lucozade Energy orange, 380ml PM PET 6 Lucozade Energy orange, 380ml PET 7 Boost Energy, one-litre PET 8 Monster Energy, 500ml can 9 Lucozade Sport orange, 500ml PM PET 10 LSV mixed berry isotonic sport drink, 500ml PET PM. LSV is the group’s top-selling energy drink range, with the 250ml size the No.1 soft drinks seller. The own label accounts for 58.1% volume and 35.4% value share within Landmark Wholesale members (internal data October 2012). Walker says the market will see new flavours being launched, “helping to extend the opportunity for new consumers, some of whom have so far resisted sports & energy drinks due to not realising the potential or not believing in the taste”. He adds that major brand owners are planning strong consumer activity throughout 2013. “Within sports & energy, the main trend has been a continued shift in terms of overall value spend, meaning that many consumers are switching their brands into, for
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energy drinks example, LSV, which is now our biggest selling soft drink. “We are seeing continued 25% growth in LSV, with little sign of this easing off.” Although the growth of sports & energy has been significant, says Walker, many retailer fixtures and chillers probably do not give this segment the correct amount of space within their soft drinks layouts.” He continues: “While this does not mean providing more space for new brands, it does mean that the fixture space should reflect the rate of sale of existing products better than it does now. “2013 will see some NPD from the big players, with expansion of the flavour base in sports & energy and tweaks to the ranges of ‘good for me’ products.” Walker adds that price marking for independents has been a great success, with sales of some brands being 80/20 in favour of PMPs. He advises: “All independents should stock a variety of branded products, such as Red Bull, Monster, Boost and Lucozade, as well as a great own-brand PMP range such as LSV.”
On-pack offer Lucozade Energy from GlaxoSmithKline Consumer Healthcare has launched an on-pack deal on its Caribbean Crush flavour. The ‘Win a Beach Festival Adventure’ promotion offers consumers the chance to win a prize consisting of activitypacked experiences, such as perfecting the skill of windsurfing and jet ski-ing. The prize also includes ending the week with attendance at a Spanish festival, £1,000 spending money and a camera for the winners to record their experience. For runners-up, there is the opportunity to win hundreds of pairs of tickets to UK festivals each day of the promotion, including V Festival, Global Gathering, Latitude, Beach Break Live and T In The Park. To enter, consumers simply have to purchase any promotional bottle of Lucozade Energy Caribbean Crush and enter the promotional code under the sleeve at www.lucozade. com/festivaladventures. There are daily draws between March and the end of May, with a total of 184 pairs of UK festival tickets to be won, as well as the main prize. Lucozade Energy Caribbean Crush flavour, which comes
in 380ml, 500ml and one-litre sizes, is valued at £2.7m (Nielsen Scantrack 40 weeks to 5/1/13). Brand manager Roxana Parvizi says that, following the introduction of Lucozade Energy Pink Lemonade, “we are confident the launch of the Caribbean Crush on-pack offer nationally will continue to drive growth within the soft drinks category.”
Rugby campaign GlaxoSmithKline’s Lucozade Sport has launched a marketing campaign featuring three leading rugby ambassadors from England, Scotland and Wales – Chris Robshaw (England), Richie Gray (Scotland) and Leigh Halfpenny (Wales).
Further growth expected While the 2013 soft drinks report published by Britvic does not appear until later this month, based on trends for energy drinks in last year’s guide, the category is set for more growth. Last year, what the soft drinks manufacturer referred to as ‘glucose/stimulant’ drinks grew by 17% in value and 14% in volume. Some of the brands highlighted were: Lucozade, up
• Cash & Carry Management • March 2013
6% in value and 4% in volume; Red Bull, volume up by 5%; Monster Energy, 46% year-on-year expansion; and Britvic’s own Mountain Dew Energy, with value rising almost threefold to £18m and volume growing at an even faster rate. Full sugar variants accounted for 94% of the sector’s volume, with original and orange the favourite flavours, and citrus described as the ‘rising star’.
MOUNTAIN DEW and the MOUNTAIN DEW logo are trade marks of Pepsi.
energy drinks ‘Our campaign reinforces how we are helping rugby players improve their performance by drinking Lucozade Sport instead of water’ Simon Freedman, brand director, GlaxoSmithKline No mistaking what brand is represented by this logo!
The activity is designed to continue to bring life to the drink’s claim that it ‘hydrates and fuels you better than water’. Lucozade Sport (valued by Nielsen at £94m) is the official hydration partner of the Rugby Football Union. It recently launched an ‘Elite’ style to mark its association with the Premier League and England Rugby. Alongside the £1 million investment on outdoor and digital activity, which broke last month, GlaxoSmithKline is supporting the campaign with a range of PoS material for retailers. Brand director Simon Freedman told Cash & Carry Management: “There is a lot of evidence to show that when big sporting events are held, sports participation increases significantly. “The RBS 6 Nations represents a huge sales opportunity for Lucozade Sport and the sports category as a whole as
over 250,000 rugby fans will be playing or watching rugby during this period. “Our campaign reinforces how we are helping rugby players across the UK improve their performance by drinking Lucozade Sport instead of water before and during matches.”
For further information: AG Barr (01204) 664295 Boost Drinks (0113) 240 3666 Coca-Cola Enterprises (08457) 227222 Cott Beverages (01509) 674915 GlaxoSmithKline 020-8047 5000 Global Brands (01246) 216000 Landmark Wholesale (01908) 255300 Red Bull 020-7434 5670
Early conciliation proposals HR expert Cate Ritchie (below) explains the planned changes to tribunal claims involving ACAS. The Government has concluded its consultation on proposals for Early Conciliation (EC), which will require prospective tribunal claimants to notify ACAS of their claim before lodging it with the Employment Tribunal. The proposed process is as follows: 1. Notifying ACAS A prospective claimant will have to notify ACAS of their claim. When ACAS receive this, the limitation period for lodging a claim will be suspended while conciliation is attempted, and a two-stage contact process will begin. 2. ‘First Stage Contact’ The prospective claimant will be contacted by an Early Conciliation Support Officer (ECSO) who will discuss the process of conciliation and will clarify any misunderstandings about the prospective claim. There are two possible outcomes of this meeting: The prospective claimant may subsequently decide not to pursue their claim OR The prospective claimant will go ahead with conciliation, and the prescribed information will be passed to a conciliator ahead of ‘Second Stage Contact’.
If, after ‘reasonable attempts’, the prospective claimant cannot be contacted, the ECSO will close the case and a certificate will be issued stating that the obligation to contact ACAS has been complied with for EC purposes.
The Working Time Regulations 1998 provides for employees to have a 20 minute rest break after six hours of work. We plan to employ someone with working hours of 9am to 3:15pm (6 hours 15 minutes). Does this mean in theory they only work for 5 hours 55 minutes?
3. ‘Second Stage Contact’ If the prospective claimant decides to participate in EC, a conciliator will contact the prospective respondent who can decide to go ahead with EC, or not to. If the prospective respondent declines to participate in EC, the conciliator will tell the prospective claimant, and a certificate will be issued. If both parties agree to EC, the conciliator will have one calendar month from the date of receipt of the EC form in which to reach settlement. If conciliation is successful, a certificate will nevertheless be issued to accommodate last-minute settlement failures. If conciliation fails for whatever reason, the process will end and a certificate will be issued. The limitation period for lodging a claim will begin again on the day following the receipt of the certificate. 4. Lodging the claim Upon lodging a claim, it is proposed that claimants will be required to quote the ‘EC reference number’ provided on their ACAS certificate. Failure to do so will result in the dismissal of the claim. This will eradicate any potential of a claim reaching tribunal without the effort to conciliate having been attempted. It will be interesting to see if these proposals go ahead, and if they do, whether ACAS can cope with demand. As always, 121 HR Solutions will keep you updated!
We have provided an employee with notice of redundancy. How much paid time are employees entitled to take to look for alternative employment after being given notice of redundancy?
Yes. For the purposes of the Working Time Regulations, the 20 minute rest period is not counted as working time and need not be paid. Furthermore, the 20 minute rest break should not be during the first or last 20 minutes of the shift. In these circumstances, and considering the amount of working time you actually benefit from the employees’ presence, 121 would recommend that you consider the working hours to be 9am to 3pm as this would avoid the need to provide the employee with a break.
An employee is entitled to two-fifths of a week. This is pro-rated according to the number of days/hours they work and doesn’t just mean two days. Thus, if an employee works three days a week for a total of 25 hours, he or she would be entitled to 10 hours’ paid time off but only evidenced in respect of invitation letters to interviews and time spent at appointments with agencies, job centre, etc. If you wish to talk to Cate about any HR issue, contact her at email@example.com or phone (0792) 121 3890.
Cash & Carry Management
• March 2013 • 35
products & promotions Single format
‘Luxury’ tea TETLEY – The tea supplier has introduced a luxury style to its range aimed at ‘discerning tea drinkers who have a heightened palate for taste’. Tetley Estate Selection is a blend of ‘orthodox’ leaf teas – currently available only on special order – with premium hand-picked leaves grown at altitude on the foothills of Mount Kenya. Positioned as an ‘upgrade’ to Tetley everyday blend, the new sku, said customer marketing controller Simon Attfield, “delivers a robust flavoured tea with a slight malty taste balanced by a fresh floral sweetness”. It has an rsp of £2.99 and comes in cartons of 80 bags. Attfield commented: “Part of our strategy is to develop teas that add value to the black tea market. Tea drinkers need something new to pique their interest and encourage purchase.” Tel: Tata Global Beverages 020-8338 4000.
Rugby deal ASTON MANOR – The Kingstone Press cider brand has secured a two-year sponsorship deal with the Rugby Football League. It is covering the title sponsorship of the Championship and Championship One competitions, and it also becomes a sponsor of the England national side. The company claims to be the largest independent cider maker in the UK. Aston Manor managing director Gordon Johncox said: “Kingstone Press is an important brand for Aston Manor – a quality product with considerable potential.” Tel: Aston Manor 0121-328 4336.
MARS CHOCOLATE – Galaxy Counters has been launched in a single format as a permanent addition to the brand line-up. It follows the success of Galaxy Counters Pouch. The new line is considered to be ideal for till point siting. Trade communications manager Bep Dhaliwal said: “Singles will provide the trade with the chance to capitalise on increasing sales in the bitesize segment – the strongest performing category last year (IRI EDC independent & impulse November 2012).” The Galaxy brand is currently worth £41m (IRI year to 29/12/12) in the independent channel and is currently the second biggest chocolate brand in the UK. Tel: Mars Chocolate (01844) 262517.
Coffee addition NESTLÉ – Nescafé Gold Blend has made its small screen comeback with a campaign designed to drive trial and awareness of the range and introduce the latest addition, Gold Crema. The 30-second commercial will appear until the end of March. The new sku is described as ‘a smoother coffee for consumers to enjoy at any time of the day’. It is said to deliver not only a smooth taste, but also ‘a velvety smooth layer of coffee crema’. A Nestlé spokesman said that pricing is at the discretion of the retailer. As part of the £2.8m campaign, Nescafé is featuring outdoor posters on the roadside and at railway stations across the UK. There is also sampling of the range to over 25,000 people at UK shopping centres. Tel: Nestlé (0800) 585759.
• Cash & Carry Management • March 2013
Brand ambassador KERRYMAID – To celebrate the relaunch of its dairy solutions range, the company has appointed chef Sophie Wright as its brand ambassador for 2013. She was formally introduced at London cookery school, La Cucina Caldesi, where she created some Kerrymaid inspired dishes, including smoked haddock and spinach tart and banana bread pudding with caramelised banana. The food company’s marketing manager Anthony Wilkinson commented: “We are pleased to have Sophie as our brand ambassador for 2013. She was a natural choice and epitomises the Kerrymaid dairy range – practical, innovative and professional.” The supplier’s wide range covers cheese, dairy spreads, ice cream mixes, cream and custard. Tel: Kerrymaid (01784) 430777.
Four flavours SUNMAGIC – The ‘100% pure fruit juice, smoothie and juice drink brand’ has launched four additions, available through all trade channels. The products, which can be consumed straight or as a mixer, comprise: mango, passion fruit, pineapple & coconut and pomegranate styles. They come in one-litre packs, have an rsp of £1.59 and carry the strapline: ‘The taste of the tropical sun’. Brand manager Razin Ali said: “This is a natural brand extension from our core range into a more exotic arena. “Penetration of all exotic flavours has grown across all channels.” Sunmagic is owned by Multiple Marketing (MM). Tel: Multiple Marketing (MM) 020-7274 6090.
Success with IT Page 2 Latest solutions to help wholesalers save time and boost productivity
Page 3 Preston Beer saves £5K a month with Sanderson
Page 4 More companies grow with Sanderson
CASH & CARRY AND WHOLESALE NEWS Issue 12
HT & Co accelerates with Sanderson wholesale IT solution One of London’s leading wholesalers and distributors of drinks and tobacco, HT & Co (Drinks) Ltd has selected the Sanderson wholesale software solution, Swords, as the best system to meet its growing needs and to integrate and support its many businesses. Impressed by the extensive functionality of Swords, the company will also deploy Voice Order Picking, Business Intelligence, Mobile CRM and Web Ordering solutions to generate efficiencies, increase sales and deliver an even better service to its customers.
Ordering solution will provide a fundamental, additional sales channel, improving customer experience. HT & Co’s customers will be able to place orders, 24 x 7, at their convenience, track order progress and view promotional offers – increasing HT & Co’s sales further.
valuable information for decision making.
The latest Voice Order Picking solution will be used in the warehouse, allowing HT & Co to benefit from faster order picking, increased staff productivity and significantly fewer picking errors – protecting cash flow by reducing costs. Swords Business Intelligence will enable HT & Co to continually monitor performance using key performance indicators, providing
In addition, the new Mobile CRM solution enables staff to work remotely and provides business continuity away from the office. With 24 hour access to the Swords system via mobile devices, they can create quotes, process sales orders and view essential information whilst with customers to maximise sales opportunities and respond faster to customer enquiries. Furthermore, the introduction of the Sanderson Web
Sanderson is a preferred supplier to the Today’s Group. As a member, HT & Co is also benefiting from group buying power and improved industry links. Jon Durrant, Head of IT, HT & Co (Drinks) Ltd, comments: “The Swords software solution provides the best platform in terms of functionality and support for our long-term growth. The solutions will help to increase sales and raise customer service levels across the business. Swords Business Intelligence is most useful for us – we can review company performance at any time and utilise management reports for effective decision making.”
Success with IT Sanderson is a publicly owned UK provider of software solutions to the delivered wholesale and cash & carry industries. Its wholesale IT solution helps companies to streamline operations, reduce costs and increase efficiencies to drive their businesses forward. The Sanderson wholesale IT system, Swords is a single integrated system which manages all areas of the supply chain, balancing the demands of sales, purchasing, stock and cash flow. The system integrates all wholesale operations, including telesales, sales orders, web trading, mobile CRM, and stock and warehouse management. Swords provides essential management information to support business decisions, improve efficiencies, save time and money and enhance customer service levels.
Top 5 benefits of Swords 1. Maximise sales and avoid missed sales opportunities by offering alternative items with instant visibility of stock levels 2. Enhance customer service by processing orders faster, picking orders more quickly and accurately, and offering more sales channels for customer convenience 3. Boost staff productivity and save time by streamlining operational processes, removing manual paperwork and duplication of tasks 4. Improve stock management using real-time information to make informed purchasing decisions and utilise warehouse space more efficiently 5. Increase control of your business with key management information, enabling a quick response to any potential issues.
Latest Sanderson solutions to maximise sales, boost productivity and save time Our very latest solutions are helping wholesalers to maximise sales opportunities, process orders faster and reduce errors by streamlining and automating operational processes.
New Mobile CRM solution
Swords Voice Order Picking
Swords web ordering system
• Boosts staff productivity – 24
• Saves time and increases
• Increases sales – customers can
hour access to real-time Swords data enables staff to work remotely and provides business continuity away from the office Improves order taking efficiency – produce quotes and process sales orders during customer visits.
number of orders picked. Intelligent routing tells pickers where to go to pick orders in the warehouse Reduces costly picking errors and saves cash. Fewer picking errors reduces the costs of processing returns and credits.
conveniently place orders 24 hours a day Improves customer communications – helps with delivery scheduling Saves time by eliminating the need to re-key orders.
Success with IT
Triple measures of success Beer, wine and spirits wholesaler Preston Beer Company has transformed its operations. Robust pricing control, real-time stock visibility and unparalleled management data are just some of the benefits now flowing through Preston Beer Company following its recent implementation of the wholesale IT system from Sanderson. What’s more, the investment has paid back three times over within the first nine months. Preston Beer Company is a £5 million, 10-employee business, located near Preston. Prior to the installation of Swords, the specialist wholesale IT system from Sanderson, Preston Beer’s processes were manual, time consuming and prone to error. “It was definitely time to get a new system to run the business more efficiently,” says Managing Director and Cofounder Tony Oxley. “Some years earlier, when I saw Swords, I could see it was the best system for our business. However, at that time, we were still a very young business and we decided to wait until we’d grown a bit.” In hindsight, he says, delaying the decision was the wrong thing to do: “If I’d known then what I know now, I wouldn’t have hesitated. We had no idea how much benefit this system would bring us – we wish we’d installed Swords years ago.” Once Preston Beer signed the contract for Swords, Oxley says, “The Sanderson team steered us through the process with military precision. Their help was invaluable, especially to a small company like ours.” The system has brought fresh efficiency, order and accuracy to Preston Beer’s operations. Stock control has been transformed. “The data is accurate and immediate – everything is there at the touch of a button.” Monthly stock takes are now a thing of the past: “I just do random checks on individual items and I’ve never found an error. The way Swords manages stock is fantastic. It saves us £5,000 month, which makes a huge difference to a
business our size.” Preston Beer now also has muchneeded pricing controls, simplifying complex pricing and eliminating the need for manual unit cost alterations. “Prices vary by customer, which meant previously we had to load information separately, by item.” Not only did this take time, but it also led to errors – in contrast, Oxley reports 100% accuracy and, more importantly, customer retention since the introduction of Swords. Preston Beer has secured significant time savings, thanks to the system’s ability to optimise and schedule delivery routes. “It’s a task which used to take at least two hours each morning. Now it takes just minutes,” says Oxley. Swords produces delivery routes for each driver and sheets are compiled and printed for each route: at the end of the day, the sheets are returned along with money collected. Customer PLOFs (price list and order forms) are easy to display, enabling
Preston Beer to see regular order patterns and historical data. “When a customer phones, we can see straight away what they usually order, so we can remind them if items are missed, making sure we don’t lose any sales opportunities,” Oxley states. Such has been the transformation in operational efficiency that Preston Beer has already recouped its investment more than three times over. “We’ve been able to improve our margin by 2% since implementing Swords – that’s a threefold payback resulting from better efficiencies within the business and better-informed decisions,” says Oxley. He concludes: “Swords has released valuable time to do more productive work, seeking out new business. It will undoubtedly help us to grow – and grow with us. But beyond the software, Sanderson has overperformed on service: we were so impressed by their commitment to understand our business and it is paying dividends.”
Success with IT
More companies grow with Sanderson Increasing numbers of wholesalers are choosing the Swords IT system to increase operational efficiencies within their warehouses, streamline operations and support business expansion. Two fast growing wholesalers have implemented the Sanderson solution to strengthen their operations for the future.
Birmingham household goods supplier Awan Marketing serves a customer base of over 7,000 throughout the UK, Europe, Africa and Asia. The company has invested in a new purpose built warehouse, enabling it to service its growing customer base and significantly expand its product range.
Nasir Awan, Managing Director of Awan Marketing, comments: “The Sanderson solution was the natural choice for our company to support our sales growth and expansion. It integrates our new warehouse operations with the rest of the business, significantly improving stock visibility and providing essential business information.”
Awan Marketing needed a system to manage both its cash & carry and delivered wholesale businesses. The company chose Swords to support the company’s expansion and improve the overall efficiency of its business.
Also experiencing rapid growth is Bristol based Chapple & Jenkins which supplies confectionery and soft drinks to a wide range of retail outlets. The company has a large warehouse, and stock levels are continually increasing with new product lines.
Stock management is significantly improved as the company has instant access to real-time stock information – increasing stock control and avoiding under and over-stocking situations with informed buying decisions.
As the company expanded, Chapple & Jenkins found it was duplicating efforts in areas such as sales order processing. It realised that multiple paperwork processes across the business were generating unnecessary administration. Chapple
Don’t just take our word for it, here’s what our customers say about Sanderson and Swords: “The Sanderson voice order picking solution has reduced pick time dramatically – by as much as 30% for some products.” Andrew Allison, IT Executive, JW Filshill
“We couldn’t manage without Swords – it runs our entire business. We are confident we have the best solution for our company.” Darren Labbett, Managing Director, Woods Foodservice
“By using Swords to its full potential throughout our business, we’ve been able to drive a three-fold expansion while still retaining the first-class service we are renowned for.” Mark Windebank, Managing Director, Savage & Whitten Ltd
& Jenkins needed a wholesale IT system that would increase control of the growing business and streamline operational processes for maximum efficiency, with minimum administration. Chapple & Jenkins selected Swords as it manages the demands of telesales, purchasing, stock and warehouse management, together with an integrated accounts system. The system replaces manual processes with a time saving automated system. This is essential for Chapple & Jenkins to deliver a high quality service to its customers. Martin Jenkins, Director of Chapple & Jenkins, comments: “We’re pleased to have Sanderson on board with us at an exciting time of company growth. I am confident that Swords will streamline our business processes and cut out the manual workload for all departments across the business. This will boost our customer service levels as staff will have less paperwork to administer and more time to assist customers.”
Publishing Director: Martin Lovell Published by Winlove Publications Ltd on behalf of: Sanderson Sanderson House, Manor Road, Coventry, CV1 2GF Tel: 0333 123 1400 Fax: 0333 123 1401 Email: firstname.lastname@example.org www.sanderson.com/swords
products & promotions Mini size
MONDELEZ INTERNATIONAL – Halls has introduced a mini format with the launch of XS in lemon and peppermint flavours (rsp 75p). The newcomer is available in a slim, sliding box. Each mini packet features the Halls power meter indicating the ‘cooling intensity’ of the flavour. Peppermint has a cooling intensity of 5, making it the strongest menthol level in the range, while Lemon is a mid-level 3. The sweet is being supported by a £2.5 million marketing programme throughout the year, including television and outdoor advertising. Tel: Mondelez International (08702) 400861.
AG BARR – IRN-BRU has unveiled the first of two TV adverts that form part of a £2m six-month support programme. ‘New Fella’ builds on the success of 2012’s iconic ‘Gets You Through’ series – the most successful TV campaign in IRN-BRU’s history (LVQ July 2012). AG Barr’s head of marketing Adrian Troy said: “Last year’s campaign resulted in £3 million of incremental sales for IRN-BRU during the campaign.” Alongside the TV adverts, which run for 16 weeks, there will be special packs, dedicated PoS material, a new website and social media support. Tel: AG Barr (01236) 852400.
Low fat spread DAIRY CREST – Utterly Butterly Lightly is a new low fat spread containing 80% less saturated fat than butter. The rsp is £1.80 for a 500g pack. There are 24 packs to a case. Brand manager Kyrie Hyslop said: “The strength of Utterly Butterly 500g in the butter/spreads/margarine category provides the perfect platform on which to launch a new product. “With 44% of consumers now actively looking for a butter or spread that is lower in saturated fat (Kantar), it’s important we respond to this consumer need.” Tel: Dairy Crest (01372) 472200.
Near-£16bn sector Price marking is a major aspect of tobacco in the C&C/wholesale channel. At the end of last year, Imperial Tobacco introduced 19s kingsize and superkings packs for the sub-economy priced Player’s brand. Patrick Toms, head of the distributive channel, says: “The value-seeking trend, prevalent in the tobacco market, has led to a growth in market share for 19s packs. Player’s 19s provides a lower ‘out of pocket’ spend option within the economy priced sector.“ Another innovation, also around the same time, was the launch of Golden Virginia Original (Green) and Smooth (Yellow) 50g packs with quality cut-corner papers. Consumer research showed that 62% of RYO tobacco shoppers prefer their tobacco to come with papers. Toms comments: “If sold at the rsp of £16.18 for Original and £15.02 for Smooth, Golden Virginia 50g packs provide adult smokers with an 18p saving compared to purchasing tobacco and papers separately.” Now the manufacturer has made further changes to the Golden Virginia family, with the Smooth variant becoming gv Smooth in a new yellow pack and the original style now described as Classic. The reasoning behind the move is that the public has not been sufficiently aware of the difference between the two. New-look RYO pack. And while the Smooth
Statistics at a glance Market value: £15.8bn Cigarettes: £13.6bn (value sector commands a 12.2% share). RYO tobacco: £1.75bn, with smooth growing by 16% in volume (Imperial Tobacco data). Cigars: £298m Price-marked packs: account for 76% of sales in C&C/wholesale channel. Data: JTI Gallaher except where shown.
RYO tobacco sku has increased its presence in the market, the original style has “suffered long-time share loss”. Smooth will continue to be available in 12.5g, 25g and 50g sizes, (rsps £3.88, £7.56 and £15.02) as well as an 8.5g handy pack (£2.50). Classic is also presented in 12.5g, 25g and 50g pouches (£4.19, £8.16 and £16.18), as well as a 12.5g handy pack (£4.39). Toms states that UK adult smokers currently spend around £100 million each year on rolling papers in retail outlets. Over the past 12 months, retail sales of Rizla papers were more than £80 million, with Rizla Green Regular the market leader. Following a facelift, the brand is now available in nine stylish packs, illustrating both the varying levels of thickness and a taste intensity scale. Imperial’s JPS Silver range now holds a market share of over 9%. The brand is also being extended with the launch of Superkings 10s and 20s and Blue Superkings 10s to reflect the increasing numbers of adult smokers who are purchasing economy cigarettes above king size.
It’s looking oche for Zig-Zag Roll-your-own smoking accessories specialist Republic Technologies (UK) has secured a major brand-building opportunity for Zig-Zag by becoming an official partner of Premier League Darts, Britain’s biggest indoor sporting event, and the World Darts Championship in December 2013. Televised live on Sky Sports, the four-month competition is played at arenas throughout the UK. The cigarette paper will benefit from branding on air at each televised Premier League event, in addition to player patches at the World Matchplay, programme advertising,
• Cash & Carry Management • March 2013
sampling rights and hospitality throughout the event. The World Darts Championship will be contested by 72 of the best professional darts players gathering at London’s Alexandra Palace. Marketing manager Eleni Koulara says: “We are delighted to build on the success of last year’s Swan sponsorship by aligning Zig-Zag – which has huge growth potential – with Britain’s highest profile and most popular indoor sporting tournament. As well as extensive live coverage on Sky Sports, the tournament attracts major national press exposure.”
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tobacco Currently 47.2% of economy cigarettes purchased are above king size. The UK RYO market is presently worth £1.75bn (December 2012 internal estimates). Toms says that although RYO may only account for 12% of the market in terms of retail value, it is responsible for around 26% of the tobacco trade and is up by around 1.5% in volume year on year (internal data). “Many smokers who have moved into RYO have identified renowned names such as Golden Virginia, Gold Leaf, Drum and JPS as providing a viable, cost-effective alternative to their factory-made cigarette preferences.
‘The value of PMPs should not be underestimated. In the economic climate, their sales are growing’ Patrick Toms, Imperial Tobacco head of the distributive channel “Our RYO brands have again generated robust sales in the past 12 months. Golden Virginia Smooth has seen its share of the market increase from just over 5% in November 2011 to over 7% a year later. Similarly, Gold Leaf holds a share of almost 8% – up from just over 6.5% this time a year ago.” Toms asserts that cash & carries must ensure they offer a choice of RYO formats through a variety of pack sizes. “Within the tobacco category, we have noticed some pronounced regional trends, where downtrading has not been as prominent; for example, in selected areas of south-east England, such as Greater London, premium-priced cigarette brands account for over 40% of all sales, generating around £290m each year for retailers in this region (internal data September 2012).” Towards the end of last year, Imperial Tobacco unveiled the newest addition to its premium-priced cigarette portfolio – Davidoff iD, exclusively available in selected areas of the south-east. Toms stresses: “The value of price-marked packs should not be underestimated this year and, in the present economic climate, their sales are growing. Currently, 57% of packs purchased by adult smokers are PMPs (Nielsen January 2012).”
RYO volume growing At JTI (Gallaher), head of communications Jeremy Blackburn also reflects on the value of the RYO segment. He says: “Worth £1.9bn (JTI estimate) and growing by 15% year on year, it is currently the biggest sector of the tobacco category by volume. This growth is predicted to continue for the foreseeable future as existing adult smokers continue to seek out greater value for money, demonstrating the increasing importance of RYO.” Blackburn adds that, in recent years, with the launch of more innovative brands to cater for the changing demands of adult smokers, the RYO sector has evolved into three price segments: value, mid-price and premium. “Value is presently the strongest growing part. JTI’s
• Cash & Carry Management • March 2013
brands include Sterling Rolling, which provides retailers with a great opportunity to capitalise on the increasing trend towards value. “Since its launch, it has shown strong performance across all UK regions, leading to a 1.8% volume share of the RYO market in just 12 months.” Blackburn insists, however, that “it’s not just about value. Mid-price (58%) and premium (28%) hold a substantial share of the RYO market and include top performing brands such as Amber Leaf and Old Holborn. “With over one in three existing adult smokers now choosing to smoke RYO (TNS Omnibus), it is more important than ever for retailers to stock a comprehensive range that includes products from all three price segments.” Blackburn says that the tobacco market, which is worth £15.8bn (internal estimate), is the biggest FMCG category by sales value and a major source of income for any cash & carry. “Over half of a depot’s turnover is generated from purchases made within the tobacco room.” He points out that the price of cigarettes, which are alone valued at £13.6bn (JTI), has increased significantly, primarily driven by government tax Blackburn: ‘Significant cigarette price rise.’ increases. “In recent years this, together with the economic climate, has led many adult smokers to downtrade to products which offer greater value for money – a trend which has manifested itself in the considerable growth of the value cigarettes and RYO segments of the UK market.” Value cigarettes command a 12.2% share, with Sterling the top-performing value brand in C&C/wholesale. As for premium cigarettes, JTI’s Benson & Hedges Gold and Silk Cut are claimed to be among the top brands in C&C/wholesale, offering generous profit margins. These two brands account for 7% of cigarette sales in this channel. JTI’s major representative in mid-price cigarettes is Mayfair, which has an 11.7% share in C&C/wholesale and is the channel’s top mid-price brand. Mayfair and Sterling are claimed to be the top two cigarette houses in this channel. Blackburn says that in the £298m UK cigar market, Hamlet accounts for 40% in C&C/wholesale. His JTI colleague, communications manager Melanie Mills, describes the capsule cigarette segment as “a key trend to be aware of in 2013”. She says: “Last year it accounted for some 500 million packs, generating retail sales of more than £55m. Recent innovations include Silk Cut Choice, B&H Dual and, most recently, Sterling Fresh Taste on Demand.” Referring to miniature cigars, Mike Edwards, the manufacturer’s head of wholesale, symbols & independents, says demand for them is increasing and their share continues to grow in the cigar sector, accounting for 62% of the volume of all cigars sold in independent stores.
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tobacco “Miniature 10s is the best-seller in independents, with a growing 56% share.” Rupert Hinde, JTI’s wholesale & symbol sector manager, says the distributive trade is “an incredibly important part” of the company’s business. “Our team of multiple account executives and distributive sales developers work closely and directly with depot staff to help them run and maintain a successful and profitable tobacco room. “We provide expert guidance on the category and on legislation.” He advises the C&C/wholesale trade to stock a range of pricemarked packs as they now account for 76% of sales in the channel. One of JTI’s brands now available nationally in a PMP format is Now available from JTI in a Winston 19s (£5.79). price-marked format. Ever aware of the problems due to the illicit tobacco trade, JTI last year published a report showing the impact of smuggling and crossborder shopping. Since its publication, it has been revealed that non-UK duty paid cigarettes currently account for more than 21% of consumption. Data Nielsen MarketTrack except where shown.
Answering smokers’ needs Head of trade at BAT UK, Andreas Nicolaou (pictured) says that the company’s product launches last year reflect its commitment “to deliver products that answer the growing trend of adult smokers demanding even greater value for their money”. The new lines and developments were: Vogue Perle Capsule (“the world’s first demi-slim capsule cigarette, with a spearmint flavoured capsule instead of menthol”), Pall Mall Click On, Pall Mall Roll Your Own 11g, Pall Mall packaging upgrade and Rothmans Gold and Silver. “We are committed to supporting our trade partners in driving ongoing business success and believe that strong relationships drive business benefits,” Nicolaou adds. “We regularly carry out support activities within the cash & carry/wholesale channel as we recognise its importance to the tobacco sector. This includes trade promotions, such as money-off deals and offers on new products.” Since last month, Rothmans Gold and Rothmans Silver
• Cash & Carry Management • March 2013
have been available at a reduced price, with Gold and Silver Kingsize in £5.99 price-marked packs, Super Kingsize in a £6.04 PMP and 10s in a £3.12 PMP. Referring to the low segment area, Nicolaou says: “The current economic environment has seen value seeking adult smokers driving growth, with the low segment reaching 38% of the total tobacco market in October 2012.” In view of this, a new chapter began in the Rothmans story last year with the launch of Rothmans Gold and Silver. They reached a 0.6% market share in six months within independents. In the roll-your-own sector, Pall Mall has seen volume growth of more than 75% in independents between January and November 2012 compared with the same period in the previous year. “Offering the right brand, the right blend, at the right price, Pall Mall RYO meets the growing need for value for money, with quality tobacco from an internationally recognised brand,” says Nicolaou. Nationwide research last year (Kantar) showed that adult smokers wanted a quality RYO product priced under £3. So Pall Mall RYO introduced a new 11g format (formerly 12.5g), priced at £2.99. And at the start of this year a contemporary new look was introduced, bringing the RYO variant in line with the rest of the Pall Mall family. Nicolaou describes capsule cigarettes as “the most exciting innovation to happen in the tobacco sector since the introduction of the filter”. BAT UK claims to be the first to introduce it to Europe with Lucky Strike Click & Roll. Other corporate brand ranges have now added capsule variants, including Pall Mall Click On. In September, it accounted for nearly one-third of capsule sales in a segment that contributed 0.7% of cigarette volume compared to 0.2% in May 2012. Nicolaou and his team at BAT UK believe the trend towards pricemarked packs will continue and, to support the C&C/wholesale channel One of BAT’s leading brands. in this respect, it has made available many of its best-selling products in this format. He comments: “C&C/wholesalers who proactively pursue the tobacco category by merchandising, highlighting new products and special offers to the trade and stocking a comprehensive range of new and established products will see sales grow. This channel is an essential source of information for retailers.” Nicolaou adds that BAT UK’s trade marketing representatives give advice on effective merchandising on a daily basis and can provide “invaluable insights” All data AC Nielsen except where shown.
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control of their cash flow. The range is made from a premium Virginia blend, offering competitive margins.” In terms of additive-free products, STG UK markets the Natural American Spirit (NAS) brand, for which it was awarded distribution rights a year ago. Appearing in the UK in 1997, it was the first additive-free tobacco range. Made from premium grade tobacco and completely additive-free, the NAS RYO range comprises three SKUs that are available at an rsp of £4.15 per pack for an outer of 10 x 12.5g, £7.99 for an outer of 5 x 25g and £10.29 each for the 5 x 35g format. Graham comments: “The most important thing cash & carry/wholesalers can do to increase their tobacco sales is to stock a range of the best-selling products, in all size segments and price bands, and take the time to speak to their customers and understand what products they’re looking for. “They should offer a good selection of top sellers from the three main cigar segments: miniatures (ie Cafe Crème Blue), smalls (Henri Wintermans Slims) and medium/large (Henri Wintermans Half-Corona).” Data Symphony/IRI.
Global force STG UK (Scandinavian Tobacco Group) is one of the largest tobacco companies in the world, its products being sold in over 115 countries. Although best known in the UK for the Café Crème and Henri Wintermans ranges of cigars, it has many other lines in its portfolio. It claims to be the world’s largest player in pipe tobacco and cigars. UK head of marketing Alan Graham says the total cigar category is worth £250m annually. “Miniature cigars, such as STG UK’s Café Crème family, are must-stocks for retailers, with the segment making up 65% of all cigar sales in terms of volume. “Small cigars are the next biggest segment, commanding 32% of the market in terms of volume, followed by medium/large with 3%.” He adds that the company has a 0.5% share (valued at £8m) of the RYO market. Its Natural American Spirit (NAS) brand is worth £5m, with Salsa on £1m. Providing more data on the the RYO category, Graham says the 10-12.5g segment represents 43.8%, 23-25g 34.1% and 50g 21.6%. Other sizes account for a minimal 0.4%. “Last year we saw growing consumer demand for valuefor-money products throughout the tobacco industry and we expect this to continue in 2013 and beyond. “In cigars, we’ve seen miniatures grow to account for the lion’s share of the market at 65%. In response, we launched Moments, a cigar range with a low price point that meets the needs of cash-conscious consumers. It is available in two variants: Original and Moments Blue, the latter becoming the seventh leading miniature cigar since its launch a year ago.” Graham says that for many RYO tobacco smokers, price is also a key factor, with price-marked packs vital to the trade as a way of demonstrating visible value for money in the economic climate. “In line with this, we launched our PMP Salsa variant earlier this year. The half outer comprises 5 x 12.5g packs, each price marked at £3.35, allowing retailers to have greater
• Cash & Carry Management • March 2013
Sustained investment Eleni Koulara, marketing manager of Republic Technologies, the filters, papers and smoking accessories specialist, says both Swan and Zig-Zag are being supported by sustained investment throughout 2013 – the 130th anniversary of Swan. The Swan brand will benefit from a NPD programme, commemorative limited editions and its biggest-ever onpack promotion. Zig-Zag will also receive backing, including nationwide sampling, press advertising and ‘huge levels of exposure’ as an official partner of Premier League Darts and this year’s World Darts Championship (see p.42). Along with the growth of RYO, demand for filter tips has been rising significantly. Koulara claims that Swan is the best-performing and fastest-growing brand in the £61m sector, increasing in value by 15.4% (MAT) and accounting for over 90% of the filter tips market. She says: “The key is to stock major growth lines such as multipacks, as well as combi-packs, which have grown by 19.6% over the past year in the impulse market.” She adds that menthol filter tips account for one in 10 of all filter tips sold, while the £69m lighters sector is up 3.3% in value and the £13m matches category is 10.3% higher. All data AC Nielsen.
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tobacco Three variants Foster’s Distributors is introducing ‘some sanity’ into the electronic cigarettes sector with the launch of eKARMA. The three variants are: regular, light and menthol, all of which are disposable, meaning no USB port is needed. Each electronic cigarette gives the user an equivalent of more than 40 smokes and comes individually boxed. The rsp is £4.99, with 12 to an outer. Says managing director Andrew Armstrong: “The market for electronic cigarettes is a sea of sameness. There is a plethora of cheap, poorly-designed products out there which are being churned out in hundreds of Chinese factories. I am 100% confident eKARMA is the best product in the market today. “The fact is, any Tom, Dick or Harry can set up as an E-cig supplier without any regard to quality, and this has resulted in an unregulated race to the bottom. While everyone looks east for this type of product, we looked west to the USA, where the market is much more mature and is probably about two years ahead of the UK. “The category is one that we’ve been looking at for some time, but have never been able to source a wellmade, welldesigned prodBringing ‘sanity’ to the market. uct. Eventually we found one in America that had been developed by a tobacco company rather than electronics engineers.” Armstrong adds that eKARMA has a separate battery compartment, so vapour is isolated from any potential harmful contamination. “Benefits to retailers extend way beyond fabulous profit margins; product reliability is second to none and is proven by a very low level of returns in the USA.” The product is shipped by air in padded containers to reduce the chance of breakage or breakdown.
More than 300 lines Against a background of increased popularity of RYO, Mascotte GB has a wide range to appeal to this market. Sales & marketing director Sean Glynn says: “This is why we continue to promote the only UK assortment of sundries with 309 different product lines. And to allow for the new dualists (cigarettes and RYO) and value seekers, our products are the most economical in the mid-range sector. “Having been in the sundries market since 1856, gaining the No.1 or 2 position in both Continental Europe and
• Cash & Carry Management • March 2013
Becoming a familiar brand in the UK.
globally, we know what the consumer and trade require to move with the times.” Next month the supplier launches Mascotte Magnet with an rsp of 66p. It is claimed to be the first product to encapsulate papers with magnet closure packs to keep king size papers tidy and dry. Glynn adds: “We are also the first rolling paper company to introduce menthol filter tips in bags – the only nonwrapped menthol tips on the market.” The pop-up tips have an rsp of 85p, affording the retailer 52% profit on return. The company also markets a combi-pack of 50 papers and filters at 69p, as well as a slimmer paper called Mascotte 66 plus Mascotte Extra Slim Filters with an rsp of 74p compared, says Glynn, with other manufacturers charging 89p. He adds: “The electronic cigarette, which arrived in the UK five years ago, is both a vibrant and exciting sector, with sales growing by 30% a month. There are nearly one million UK adults who are now regular e-cigarette users, or ‘vappers’. Sales are likely to hit more than £80m this year.” Mascotte GB is represented in this segment by Matchless, chosen to partner with Balance magazine, which is circulated to NHS staff to promote health and well-being. The disposables, with an rsp of £5.49, comprise one cigarette offering the equivalent puffs of 20 standard cigarettes, which have an average retail price of around £7.60. There is also the Matchless rechargeable cigarette plus two cartridges (rsp £14.99). And the latest to join the company’s portfolio is Matchless CDU – a small, unit that contains disposables, rechargeables, cartridges and leaflets, for £88.70 plus VAT, providing a POR of 40%.
For further information: BAT UK (01296) 335000 Foster’s Distributors 0161-246 6066 Imperial Tobacco (0117) 963 6636 JTI (Gallaher) (0800) 163503 Mascotte GB (01527) 557822 Republic Technologies UK (01494) 533300 STG UK 020-8731 3400020-8731 3400
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laundry & cleaning
Cleanliness is key A look at some of the major suppliers in the sector and their top products. For many years, Clean & Fresh household & laundry products have been available from Robert McBride to independent retailers as a branded range that has helped them compete against the major retailers’ own labels. The selection covers the household family cleaners, laundry and dishwashing categories, at competitive prices for good quality. Because the brand is available to all independent cash & carry operators, with most products offered as extra free packs or ‘big value’, they don’t sit around in the depot or in small retail stores for very long. Says a company spokesperson: “Trading terms agreed with all the cash & carry groups, such as Landmark Wholesale and Today’s, as well as other national operators, ensure that promotions, advertising and overriders are based on growth. Every step of the route to market is supported and rewarded.” She adds: “Recent research has stated that today’s consumer is looking for value for money with a product that delivers, and delivers the assurance of coming from a major UK manufacturer. “When all things are considered, you arrive with the same mindset – Competing successfully with why wouldn’t you buy major retailers’ brands. Clean & Fresh?“ Robert McBride is also looking to capitalise on its ‘market leading’ Oven Pride with the launch of BBQ Pride. The fume-free oven cleaner has long been a favourite with proud home owners looking for a one-stop approach to cleaning the entire oven; BBQ Pride brings this efficiency and ease of use to the outdoor grill, says brand manager Chris Olive. “Around two-thirds of UK homes with a garden own a barbecue (Toluna/Mintel). However, with the big clean-up perceived as such a mammoth task, consumers can be put off from taking their meals outdoors. With BBQ Pride, barbecue owners are equipped with everything they need to clean inside and out in one convenient box.
• Cash & Carry Management • March 2013
“Our research shows that oven cleaning is the most hated of all household chores; the same could be said of barbecues in the summer months. “With over 58% of the market value share (Kantar August 2012), what Oven Pride does, and what it does well, is provide consumers with an easier approach to cleaning the entire oven with minimal effort.”
Link with McBride Leading Irish sales and distribution company GM Marketing has extended its operations into the UK with its recent partnership with Robert McBride, Europe’s leading provider of private label household and personal care products. The Belfast-based company, which specialises in leading pharmacy, grocery and food brands such as Nestlé Cereals, Tilda Rice, Typhoo Tea and Butcher’s Pet Care, has rolled out its model into the UK (England, Scotland and Wales), where it will service the C&C/wholesale sector, initially on behalf of McBride. GM Marketing will be responsible for managing every aspect of the C&C/wholesale operation for McBride, providing a range of strategic services, including sales, order capture, distribution, promotions, marketing, finance and customer service. Managing director Gerard McAdorey says: ‘‘We are very excited about this new partnership and the opportunities that lie ahead. The C&C/wholesale channel is vibrant, so the potential to develop the McBride range further is huge. We feel this partnership will enable us to provide improved customer service and added value to the sector. “Our model enables us to simplify the process for McBride, ensuring they don’t have to deal with multiple
GM Marketing’s md Gerard McAdorey (right) with national account manager Bob Smith.
laundry & cleaning customers, invoices, orders and queries. We manage Clark describes the Lenor Professional line-up as “the everything so they only have to deal with us, removing a lot perfect partner to Ariel Professional”. Designed to help operof the complexity from their business.” ators find the product that best addresses their business GM recently set up dedicated customer service and teleneeds, the range is available in extra softness, extra freshsales teams to support its field sales in the UK. ness and sensitive care. “We have also recently invested in an E-commerce webP&G Professional serves the foodservice, building, cleansite and customer relationship management system. This ing and maintenance, hospitality and convenience stores offers our customers the flexibility to order online 24/7 whensectors. It claims to offer complete solutions, utilising its ever it is convenient for them. And our sales force have parent company’s scale, trusted brands and strengths in moved to the latest tablet technology and software.“ market and consumer understanding. Brands include Fairy, McBride sales director Flash, Ariel, Febreze, Lenor and Jonathan Townend told Cash Deepio. & Carry Management: ‘‘GM Marketing has been our partner in Ireland for the last two years DCS Central, Britain’s leading and, during that time, we have distributor of toiletries and been very impressed with their household products, manages approach to developing our brands and the level of service Jayne Clark, sales director, UK & Ireland, brand distribution for some of the biggest names in the they provide. They have taken P&G Professional C&C/wholesale sector, notably the complexity away from us Procter & Gamble, Unilever, SC Johnson and Osram. It also and have delivered results. We look forward to further develacts for many smaller suppliers. oping our relationship with them.’’ The simplicity of the company’s distributor model means GM Marketing will be exhibiting at the Nisa-Today’s that customers can access the complete package through Stoneleigh show in Stoneleigh on 9 and 10 April. just one 300-case order. Commercial director Richard Jorden says: “One of our key goals is to be seen as a category partner to the customer. P&G Professional, the away-from-home division of Procter & Because we specialise in homecare and laundry products, Gamble, and an innovator in professional cleaning solutions, we are at the heart of category developments and, by sharhas introduced Ariel Antibacterial laundry detergent to the ing this information with our customers, we find we can Ariel and Lenor Professional range of laundry products. grow category sales, maximising every opportunity. The new line combines the stain removal power of Ariel “We also carry up-to-date ranges in accordance with Professional with antibacterial properties that can kill category brand leaders’ strategy, which importantly for 99.999% of bacteria, including MRSA and E.coli – even when C&C/wholesale features as many price-marked packs as our washing at temperatures as low as 40 deg C – helping principals supply.” businesses safeguard their reputations at a time when it Stressing that the provision of a ‘full service’ sales matters most. solution is important to DCS, Jorden Jayne Clark, sales director, UK and comments: “We offer a differentiated Ireland, says: “With 30 years’ experiservice unlike any other. Through ence under its belt, P&G Professional listening to our customers we underis committed to delivering product stand the needs of the channel and innovations like Ariel Antibacterial have invested heavily in our re-packthat help past and future generations ing capabilities, which produce of British hospitality operators meet numerous pallet displays – full, half the exacting standards of guests. and quarter, depending on the prod“We know that operators spend uct which generates incremental years building their reputations and, sales when sited in a cash & carry. with greater scrutiny of the hospital“These displays are a free added ity industry in terms of cleaning and value service and, moreover, we try hygiene standards, we want to to offer a discount on top of our norensure their business reputations are mal price to sweeten the deal.” protected with high quality products.” Blue chip brands handled by the The newcomer, available in liquid distributor include Pledge, Mr and powder form for regular and Muscle, Duck and Glade from SC coloured washes, offers hospitality Johnson and Persil, Domestos and Cif professionals five core actions in one from Unilever. wash, eliminating the use of multiple Says Jorden: “Our added-value products and saving time when it service is not just based around Newcomer from P&G Professional. matters most. selling displays. Our re-packing
‘P&G Professional is committed to delivering product innovations that help hospitality operators meet guests’ exacting standards’
• Cash & Carry Management • March 2013
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laundry & cleaning Those running hotels, restaurants and catering establishments who shop at depots run by these operators will find a range of products to suit their household and cleaning purposes. These include Persil Bio and Non Bio 90-wash powder; Surf Tropical and Oriental Bloom & Lavender 90-wash powder; Comfort Concentrate five-litre Original, Tropical Burst and Sunshiny Days; Domestos five-litre Original; Persil Small & Mighty four-litre 114-wash Bio, Non Bio and Colour; and Surf Small & Mighty four-litre 114-wash. Cash & carry controller Jon Higham says: “These key lines have been holding their market position and we are experiencing double-digit growth on the Comfort concentrates and Small & Mighty formats.” Higham offers these tips to stockists: Ensure good stock availability. Keep your shelves tidy and full. Ensure promotions are focused on aisle ends and display areas for better consumer visibility. Make sure promotion tickets are clear and visible, clearly indicating to the purchaser the value of the deal. Looking ahead, Higham advises stockists to bear in mind that fabric liquids like Small & Mighty will be the formats that drive the future of laundry/cleaning. “Really push Comfort concentrates over dilutes. Promotions and marketing support will be geared towards driving these formats.” He continues: “The year ahead needs to be about valueplus rather than just price down. You should encourage sales on our Business Solutions household products, which have been designed for the independent professional who values his business. “This range provides value-plus by delivering results first time, utilising our best ready-to-use and concentrated professional formulations in well-known and trusted brands, namely Cif and Domestos.”
• • • •
DCS Central’s Richard Jorden: Professional is a major growth area.
extends to pack reconfiguration. We have field merchandising resources which support depot re-lay work and category management expertise that assists customers in range development and planograms.” Referring to new products coming on stream, Jorden says: “Change is constant at DCS. We don’t limit ourselves to range reviews at specific times. As distributors, we can’t. We take the latest packs from our principals as soon as they are available to ship.” One of the areas of greatest development for the company is the professional trade. “We offer the complete professional range from P&G, which includes the latest NPD on Fairy and Deepio hand-washing ranges, the ever-popular Flash homecare selection and all the big box laundry powders.” Jorden continues: “We support the SC Johnson professional range with a comprehensive in-depot point-of-sale kit, which includes posters, banners and a canopy for tower or rack-end displays. There are also shelf strips to highlight SC Johnson professional products on shelf.” Other aspects of the DCS service include full and half pallet display, pallet wraps and free-standing display units. The company has also recently added a ‘value’ professional range from Coventry Chemicals to run alongside the existing James Briggs Nilco branded product. Jorden concludes: “Laundry and homecare are always focus categories for the spring. In addition to this, we will be supporting our customers with our regular promotional programme, supplemented by one-week specials and opportunity buys, which our buyers source on a regular basis.”
C&C/wholesale strength Diversey is a leading player in the cash & carry/wholesale channel, counting among its customers such leading names as Booker, Makro, Landmark Wholesale and Today’s Group.
• Cash & Carry Management • March 2013
A leading player in the Diversey range.
laundry & cleaning Several leaders
“Brands such as Persil have been Within the £1.4bn-plus laundry category (growing at 3.8% around for 103 years year on year), Unilever UK claims a number of firsts. and have earned the Senior category manager Shyana Grenier says: “Persil is respect and credithe UK’s No.1 laundry brand with a 15.8% share; Comfort is bility among conthe leading clothes enhancer with 40%; Surf is continuing to sumers. In order to show strong growth and is currently up 14.4% year on year; capitalise on this, Cif currently has a market leading 28.4% share of the bathretailers should room cleaning category; and Domestos is the leading bleach ensure prominent and is continuing to show strong growth with value sales positioning for leadincreasing 8% year on year.” ing brands as they As an example of NPD, she describes Persil’s Small & are used as a Mighty as “a ground-breaking innovation”, adding that the signpost for the company continues to invest in creative marketing camcategory.” paigns and impactful trade marketing initiatives to ensure all Stressing the products succeed at the point of purchase. importance of fraGrenier says that fabric cleaning is the biggest segment in grance, Grenier says: the category – growing at 3.4% – and that it has contributed “It is the biggest £36m to category growth in the past year. driver in the laundry “The fastest growing segment is fabric conditioning, category, as conExtensive ITV4 sponsorship. which is advancing by 5.3%. It has contributed £18m to sumers look to try category growth over the past year.” new and interesting fragrances as part of their laundry reperGrenier adds that in recent years, laundry has seen a toire. We work hard to develop innovative technology in sharp increase in consumer demand for liquid formats. order to provide consumers with long-lasting, unique Although these are continuing to drive growth, it is the fragrances.” concentrated liquid format that offers the biggest sales She adds that convenience is a major trend and that opportunity, growing at 14.1%. capsules are set to be “the format of the future due to the She says the trade can capitalise on sales opportunities convenience they offer consumers”. by tapping into four major trends identified by the manufacDavid Titman, Cif brand manager, told Cash & Carry turer which have inspired Management: “The trend recent launches: towards more natural and Fragrance environmentally friendly prodLong-lasting fragrance is a key ucts is continuing to grow, as driver within the laundry cateconsumers re-evaluate the gory as consumers look for new way they think about the and interesting scents to keep environment.” their clothes smelling fresh for He continues: “They are David Titman, Cif brand manager, longer. looking for naturally derived Environment products which deliver the Unilever UK Consumers actively look for efficacy they require and do not environmentally-friendly laundry products. As well as benefitcompromise on performance.” ing the environment, concentrated liquids can be used on He claims that Cif has an 8.2% share of the total cleaning shorter, cooler wash cycles, so reducing water consumption market, with 15.7% of the kitchen and multi-purpose cateand cutting household bills. gory and 28.4% share of bathroom cleaning. Convenience “The range highlights Unilever’s dedication to product There has been an increase in demand for 2in1 laundry prodinnovation and ensures that we remain leaders within the ucts – which enable consumers to buy one product to suit all household cleaning category.” SIG data. their laundry needs – and capsules. Both formats offer the convenience of reduced packaging, saving on-shelf space, both at home and in-store. Reduced packaging Thirst Pockets, from SCA Hygiene, now markets a Select-AReducing packaging and pack sizes has clear benefits for Size kitchen towel. space-conscious retailers, while catering for the needs of Marketing manager Phillip Holford says: “It was borne out consumers with smaller households and reducing impact on of extensive consumer research, which indicated demand for the environment. a kitchen towel that offered the flexibility to deal with big Turning to category insight, Grenier comments: “Within cleaning jobs and small spills efficiently. We know that the laundry category, consumers tend to stick to products kitchen towel jobs don’t come in the same size, so the time that they know and trust, which is why branded goods tend was ripe for a product that recognises this. to perform particularly well.
‘Consumers are looking for naturally derived products which deliver efficacy and do not compromise on performance’
Flexibility in usage
• Cash & Carry Management • March 2013
laundry & cleaning “The introduction of taller rolls has expanded the category; we strongly believe that this is the next step in the evolution.” The product is said to use 50% larger sheets than normal, with an extra perforation at the half sheet, giving consumers
‘The introduction of taller kitchen rolls has expanded the category; we strongly believe that this is the next step in the evolution’ Phillip Holford, marketing manager, SCA Hygiene the opportunity to select the amount of paper they need – in essence, taking on more jobs with fewer sheets. Holford also claims that each sheet is twice as absorbent as ordinary towels. He comments: “The product was driven by consumer insight for something that was less wasteful and enabled consumers to do more with less.”
For further information: DCS Central (01789) 208000 Diversey (01604) 405 311 GM Marketing (028) 9026 7080 P&G Professional (0800) 716854 Robert McBride 0161-653 9037 SCA Hygiene (01204) 673 522 Unilever UK (0800) 776644
CONFECTIONERY The April 2013 issue of Cash & Carry Management will include a feature on Confectionery
To advertise in this issue, contact David Ford on (01342) 712100
• Cash & Carry Management • March 2013
Now in a washing up liquid!
snacks & biscuits
Real meat or flavourings?
Mature Cheddar & Onion and Salt & Malt Vinegar. A three-case stacker featuring Chilli Beef is available for independent retailers, alongside single cases of 24 packs of the 50g size.
Mixed opinions for the snacks brand leader’s groundbreaking decision.
KP Snacks has relaunched its Snack Tracks promotion with ‘bigger and better’ prizes. Following the activity’s success last year and positive trade feedback, consumers are able to download a free track News that Walkers is to use real meat instead of mere from each pack purchased and have the chance to win VIP flavourings in its chicken and smoky bacon crisps has not festival tickets. gone down well with vegetarians and religious groups – The Snack Tracks on-pack scheme allows consumers notably Muslims and Jews – who do not eat pork. to access more The two flavours are among 10 which have been than 100,000 reformulated under the Home Grown label to include more tracks from the natural ingredients and fewer flavourings. Universal Music Against the hue and cry, the manufacturer this month catalogue by purlaunched its biggest-ever tv, digital and in-store campaign to chasing handy promote the new message. packs and grab Commercials feature brand ambassador Gary Lineker in bags from brands support of what the company describes as ‘the most imporsuch as Skips, tant flavour innovation for the core range in 10 years’. Hula Hoops, Nik The ads show the celebrity seeking out the best ingrediNaks, Discos and ents for the crisps, such as cheese from Somerset, chickens Wheat Crunchies. from Devon and tomatoes from the Vale of Evesham. A large on-pack Senior marketing manager Marianne McGoldrick says: flash communi“With our marketing campaign, we’re making sure everyone cates the offer. knows there is now even more reason to enjoy our crisps as Marketing we introduce delicious home grown ingredients to the range. director George We have also unveiled new packaging.” Johnston says: Now in multipack format. A social media campaign will reinforce the tv drive. “Last year we got The changes apply across the Walkers core range, covera very positive response from the trade, with thousands of ing standard, multipack and grab bags. tracks downloaded helping to drive sales of the featured The flavours include: ‘Unmistakably’ Cheese & Onion, brands, particularly within the convenience channel. ‘Definitively’ Prawn Cocktail, ‘Classically’ Ready Salted, “We are confident Snack Tracks will be even more popu‘Distinctively’ Salt & Vinegar, ‘Simply’ Roast Chicken, lar this year, thanks to the VIP festival experiences which ‘Deliciously’ Sour Cream & Chive’, ‘Undeniably’ Pickled build on the daily music downloads.” Onion, ‘Scrumptiously’ Smoky Bacon (with pork from The brands are said to have a combined value of more Norfolk), ‘Tantalisingly’ Tomato Ketchup, ‘Temptingly’ than £141m (AC Nielsen 3/11/12). Cheese & Bacon and ‘Famously’ Worcester Sauce. With the continued growth of the Space Raiders brand, Within the Walkers Deep Ridged range is new Chilli Beef KP Snacks has introduced a multipack variant for the beef flavour, which has been supported by tv advertising. flavour. Johnston says that, with the brand now worth £10.5m It has joined the three existing styles: Flame Grilled Steak, and growing at 30% year-on-year (Nielsen), “there is a clear demand among consumers for a nostalgic and adventurous value snack. “The new beef flavour multipack offers great value, meeting the demands of price-sensitive consumers and catering to the increased number of ‘in home’ and ‘carry out’ consumption occasions. “This new addition to the Space Raiders range highlights the increased importance consumers are placing on the value Four of the varieties in the new Home Grown range. offered by the brand.”
• Cash & Carry Management • March 2013
速 Registered trade mark
* Terms and Conditions apply. See back of promotional packs or www.snacktracks.co.uk for details.
LET YOUR TILLS
PLUS A CHANCE TO
WIN VAL VIP FETSICTKEITS
This exciting on-pack promotion is back by popular demand! A free music download with every pack for consumers plus a chance to win VIP festival tickets - double bonus!* In store from 25th Feb 2013 for a limited period across promotional handy packs and grab bags.
STOCK UP NOW FOR CHART TOPPING SALES!
snacks & biscuits On the sweet side Snack eating is about sweet as well as savoury, says Susan Nash, trade communications manager at Mondelez International. She comments: “In the current economic climate, consumers’ disposable incomes are particularly low and, as a result, we have seen people spending more time in the comfort of their own homes. “This trend for snacking at home has caused growth of formats more suited for in-home consumption, such as bite-size bags and sharing blocks, and we expect this trend to develop further in 2013.” Nash adds that, while sweet snacking applies to consumers throughout the day, the biggest opportunities are around the afternoon and evening. Launched after the introduction last year Within the chocoof a popcorn variety. late bags category, already worth £367m and growing at 15.9% year on year, Cadbury Bitsa Wispa, launched 12 months ago, enjoyed sales of £4.2m in its first six weeks. In May last year the manufacturer launched Cadbury Popcorn, combining the increasing popularity of popcorn with chocolate in a confectionery format.
‘Availability is key, so C&Cs should get the right range and layout to make the category easy to shop’ Susan Nash, Mondelez International trade communications manager Says Nash: “Following this launch, Mondelez International added a new savoury twist to its sharing bag offering, combining pretzels with Cadbury milk chocolate. “This addition brings something different to the sharing range and, as with other sharing bags in the brand’s portfolio, the packet is resealable. Both Cadbury Pretzels and Popcorn provide a more sophisticated sharing offering and are ideal for serving at more formal occasions, such as with drinks at a dinner party.” Nash adds: “C&C/wholesalers need to get the basics right first. Availability is key, so they should get the right range and layout to make the category easy to shop.” She offers this merchandising advice:
• Cash & Carry Management • March 2013
• Display and highlight the best sellers to help influence sales. • Educate retailers to set up great displays in-store and to change them regularly. • Ensure a good relationship with suppliers to help boost your business as well as that of your customers. • Advising retailers about spending strategy is important:
some retailers go for products with the highest profit margins, but that’s not always the best approach. No-one wants a great margin on a product that doesn’t sell. C&C/wholesalers need to encourage customers to purchase best sellers; a strong core range is critical. Offering choice by stocking both price-marked and nonmarked 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.
• • •
Data AC Nielsen unless shown.
Voted ‘best’ Following its launch a year ago, Jacob’s Oddities, from United Biscuits UK, already a £9.1m brand (AC Nielsen 19/1/13), has been voted savoury snack product of the year 2013 as the result of a survey of more than 10,000 people by research company TNS (Taylor Nelson Sofres). Marketing director of savoury biscuits Gerry Roads says: “We’re really pleased to have received this recognition, especially as it comes directly from the public. “We’ve worked hard to ensure the product resonates with the growing needs of consumers and, as a result we’ve successfully recruited younger ones into the savoury biscuit aisle and achieved this award.” UB recently extended the range to include three new variants: Salt & Vinegar, Sour Cream & Chive and Ready Salted, which join the existing Smoky Bacon and Cheese styles. The range is available in multipacks, sharing bags and handy packs (Cheese and Smoky Bacon flavour only), with rsps of £1.75, £1.42 and 49p respectively. The snacks brand is also being supported by a fully integrated media campaign later this year to drive further awareness and trial among younger shoppers.
One of three new range variants.
For more information, please contact us: email@example.com or visit our website: www.bahlsen.co.uk
snacks & biscuits
Biscuits data The total category is worth £2.3bn – up 2.5%. Of this: everyday varieties account for £324m (plus 2%) healthier styles £469m (7% higher) everyday treats £359m (up 6%) chocolate biscuit bars £338m (static) special treats £166m (static) savoury £103m (plus 12%).
• • • • • •
Data AC Nielsen 26/1/13.
UBUK healthier style biscuit.
More youngsters Biscuits remain a firm favourite in the UK, with a household penetration of 99.1% – higher than any other snack food category, says UBUK shopper marketing controller Hena Chandarana. Innovation in on-the-go, savoury and breakfast segments has attracted more younger consumers into the category, driving relevancy and helping to safeguard the future of the biscuit sector. Chandarana describes the biscuit aisle as being “extremely valuable to retailers and C&C/wholesalers, thanks to the annual 6.6bn consumption occasions – higher than cakes & pastries (5.4bn), snacks (4.8bn) and confectionery (2.9bn). She adds: “In fact, biscuits are relevant to all snacking and mealtime occasions because of their versatile sweet and savoury credentials and the variety of formats they come in. “They cover all consumer snacking needs, including the keep-me-going, my treat, healthy choices and pick-me-up occasions identified by United Biscuits.” Looking at current trends, Chandarana says that the economy has left consumers with less disposable income, a situation that is unlikely to change much this year. “However, there is an upside for retailers and, in turn, C&C/wholesalers. Although consumers are continuing to be cautious about where and how they spend their money, biscuits are still seen as inexpensive pick-me-ups or treats. “With this cautious consumer purchasing behaviour in mind, delivering value for money is an essential requirement.
• Cash & Carry Management • March 2013
Price perception is key for shoppers and they need confidence that they are getting value for money from brands they can trust. “Price-marked packs enable retailers to deliver this visible value for money on shelf, allowing them to demonstrate that they’re listening to the needs of their customers and stocking their products accordingly. Retailers not carrying a range of PMPs risk losing their customers.” In line with this growing demand, UBUK launched a new McVitie’s Medley composite case, combining 40g Digestive & Hazelnut and HobNob & Double Chocolate variants, all price-marked at 55p per bar. The company also introduced a 300g £1.85 PMP for McVitie’s Milk and Dark Chocolate Digestives, with ‘even more chocolate’. Looking at the rise in demand for savoury styles, Chandarana says this trend shows no sign of slowing. UB has helped to drive market growth into the category with the launch of a number of new products, including three variants to the Jacob’s Oddities range (see previous page). “Premium biscuit brand Carr’s will also be helping to drive further growth into the category in 2013 with its innovative new snacking range. Launched in January, in response to research that shows a strong consumer demand for premium savoury snacks with unique shapes and textures, Carr’s Melts Cheese & Seed Triangles are available in 65g cartons with an rsp of £1.75.” UBUK’s healthier segment includes go ahead! Forest Fruit Chocolate Thins and McVitie’s Medley. Data AC Nielsen 29/12/12.
Investment in top four Burton’s Biscuit Company will continue to drive investment and innovation across its ‘power’ brands throughout 2013, enabling its cash & carry partners to capitalise on rapidly growing demand for some of the nation’s best-loved biscuit brands. Category & activation controller David Costello claims that the company was responsible for 36% (IRI total market MAT 27/10/12) of value growth last year, driven by strong investment in its top four – Cadbury, Maryland, Dodgers and Wagon Wheels – plus NPD. He adds: “Biscuits is one of the most expandable categories in ambient grocery and currently covers 30% of total snacking occasions, leaving lots of scope for growth. “The recent launch of Maryland Big & Chunky portion packs is a step towards maximising this opportunity by taking the adult out-of-home snacking occasion a step further from breakfast (eg activity from Belvita and other brands) into lunchbox and permissible afternoon snacking.” Costello says that symbol retailers and those in the
Another example of innovation at Burton’s.
Great British brand Great British value! a GREAT BRITISH price...
• 2013 is a big year for Lyons
• Exciting new pack designs across the entire portfolio • Improved recipes
• 44% of consumers are more likely to purchase when packs are price-marked* * Source: him! July 2011
snacks & biscuits independent convenience sector thrive on impulse purchases, with 50% of value coming from market segments which focus on the treat occasion. “This provides a profit-boosting opportunity for C&C/wholesalers, which we are advising to stock both treat and everyday treat lines, such as Maryland SnapJacks, rather than making cheaper biscuit barrel alternatives the main focus. “In these tough economic times, it’s easy for cash & carry depots to think that low-cost biscuit barrel options will meet retailers’ needs, but that’s not the case. In symbols and independent c-stores, the vast majority of shoppers are buying biscuits on impulse, looking for the everyday treat that, more than any other supplier, Burton’s can provide.” The manufacturer meanwhile remains committed to focusing on pack formats, sizes and prices that will drive demand in the C&C trade. Costello comments: “The key to unlocking this major growth potential lies in engaging consumers with a strong offer, retaining the core 17-45 age group via contemporary pack formats that fit with their lifestyles and snacking occasions. “By offering optimum pack sizes and pricing solutions, we can help C&C/wholesalers to maximise sales. “We’ll also continue to create excitement around biscuits through innovative new product development and investment in tv advertising.”
Brand relaunch Towards the end of last year, German biscuit maker Bahlsen relaunched its major brand, Choco Liebniz, to strengthen its place in the special treats segment. The range comprises Dark Chocolate, Milk Chocolate, Orange Milk Chocolate and Double Choc variants, with the strapline ‘More chocolate than a biscuit’. The ‘package’ included an enhanced pack, a long-term association with 100% UTZ sustainable cocoa and a £1 million marketing drive. A series of promotions was also launched. The marketing activity also saw sponsorship of Channel 5 programme Person of Interest, with advertising featuring in all 22 episodes of the US series. Marketing manager Jon Dance says that Bahlsen Choco Liebniz has been “a hugely successful brand in the UK for around 40 years”. He describes the raft of changes as “one of the most exciting evolutions in our history.
The recognisable face of Bahlsen.
• Cash & Carry Management • March 2013
The new snack bar comes in five variants.
“The relaunch activity presented a significant incremental sales opportunity for the trade.” Choco Liebniz (rsp £1.99, outers of 12 x 125g), has annual sales of around £10m.
‘Honest and healthy’ The Frank Food Company, which describes itself as a ‘natural ingredients specialist’ has launched the Frank Bar – ‘an honest, healthy and true free from... snack, which is genuinely substantial, tasty and has a rich full flavour’. The bar has been created for ‘grab-and-go’ convenience, forecourt, supermarket, foodservice and sports retail customers, with the intention of taking a share of the £2bn takehome snack market, which is currently growing by 8.3% year on year. Managing director Richard Wilson says: “We are aiming to revolutionise a bland and insatiable health food market. Consumers care about health, but they also want a snack bar that tastes good, has natural unadulterated ingredients and fills them up. “Our ‘gimmick free’ Frank Bar has some of the best credentials on the market. It uses certain ingredients that are unique and exclusive, has a superior taste, has one of the lowest calorie contents in the sector, is high in fibre and is genuinely ‘energy smart’ accredited.” The 35g bar (rsp 95p) includes certified gluten-free oats, ‘velvety’ dates, plums, other fruit and dark organic chocolate. With a ‘cakey fudge-like’ bite, it comes in five flavours: Double Chocolate, Strawberry & Chocolate, Blueberry & Chocolate, Oat & Chocolate and Orange & Chocolate. Says Wilson: “It can be consumed for breakfast, be put in a lunchbox, eaten between meals, or taken as an energy boost before or after exercise.” The concept of the Frank Bar was developed by former Everton footballer Neil Robinson, a committed vegan. For many years he was unable to find a cereal bar which suited his dietary and sporting needs. Activity for the launch includes PR, sampling at events and appearances at trade fairs.
• Belvita Breakfast is the No.1 breakfast biscuits brand* • Provides energy for the whole morning** • Brand value growing at 60%***
• Oreo is the World’s No.1 biscuit brand† • A delicious afternoon treat ideal for on the go snacking • Brand value growing at 16%^
*Nielsen MAT 01.12.12 **Belvita Breakfast regularly release carbohydrates over 4 hours to keep you going all morning. Proven in several clinical studies when eaten as part of a balanced breakfast to include a piece of fruit and a portion of dairy. ***Nielson MAT to w.e. 08.01.13 †Euromonitor 2010 ^Nielson MAT to w.e. 26.01.13
snacks & biscuits
Happy anniversary! To celebrate its 200th anniversary, Crawford’s has unveiled a packaging redesign and a new range of 69p price-marked packs. Rolling out from next month, the £23m UBUK brand (Nielsen) claims to be ‘delivering even greater value to shoppers‘ by reducing the pack price from 75p. New styles include Fig Rolls, Garibaldi, Pink Wafers and Digestive. The label’s non-PMP range is also being aligned to have an rsp of 75p, the range being expanded to include a Milk Chocolate Digestive 200g format, which will be
available at an rsp of £1.10 and PMP of £1. Established in 1813 by William Crawford, the brand will also feature new packaging across the range, reflecting its heritage with a 200-year anniversary strapline, clearer design featuring large product images and prominent price flashes. Mark Sugden, UBUK director market strategy & planning, says: “With one-third of shoppers more likely to purchase an item if price marked (him!) and the everincreasing pressure on the consumer’s purse, the new PMP range provides retailers with the right products to take advantage of the UK’s love affair with biscuits, at an affordable price.”
to drive crisps, snacks & nuts category growth as consumers entertain at home.” The Doritos range comes in £1 price-marked packs, geared towards the impulse channel.
Colourful petition Golden Wonder, from Tayto Group, is countering Walkers by calling for all crisps to be returned to the ‘correct colour’ bags, eg salt & vinegar in blue and cheese & onion in green – ‘the way it originally was’. The manufacturer is taking its petition to the House of Commons, backed by 100,000 signatories, in a bid to force its competitor’s hand. Scott Guthrie, group marketing director, says this could “end years of confusion and frustration for consumers nationwide! “Why our competitor decided to put cheese & onion crisps in blue bags and salt & vinegar crisps in green bags, we’ll never know. What we do know is that customers get frustrated with the confusing colour scheme. “The time has come to restore the natural order and address the issue. We want crisp lovers nationwide to stand up and help make a change. Enough is enough.” In addition to Golden Wonder, the group produces six other crisp and snack lines, including those under the Ringos and Transform-A-Snacks names.
Doritos, from Walkers, is launching a new logo across its chips and dips, rolled out across the full range. The Doritos brand has become synonymous with the ‘big night in’ occasion and, with major uplifts in sharing sales seen during Easter, the new packaging arrives just in time for the trade. Walkers has a portfolio of sharing brands, six of which are said to be in the top 10 sharing crisps, with Doritos currently in the No.1 position and growing at 10.4% (Nielsen impulse channel MAT 16/2/13). Says a company spokesperson: “Sharing bags continue From the Golden Wonder website.
For further information: Bahlsen (01923) 728500 Burton’s Biscuit Co (01727) 899700 Golden Wonder (01536) 204200 KP Snacks (01530) 412771 Mondelez International (08702) 400861 The Frank Food Co (0800) 612 8780 United Biscuits UK 020-8324 5000 Walkers Snacks (0118) 930 6666 The new-look Doritos range in price-marked packs.
• Cash & Carry Management • March 2013
Delicious Home Grown Ingredients
Get ready for the biggest EVER Walkers TV and digital campaign launch in March by stocking all five 49p* price marked pack flavours *Recommended Retail Price. Images and packs are for illustration purposes only. Walkers and the Walkers logo are registered trademarks ÂŠ2013
ice cream update
More food makers enter sector The total ice cream market is worth around £923 million, representing growth of 3.9%, with brands accounting for 69% of sales (IRI MAT 22/12/12). Take the market leader out of the equation, and Fredericks Dairies would be the No.1 player in UK ice cream. But with a mere 10% of the impulse sector, in which take home alone is worth £787m (Nielsen data, up 6.2% last year), the supplier is under no illusions of the wide gulf between the two. Still, it has ambitions to close the gap, and managing director David Taylor believes 20% is within the company’s grasp by 2016. That growth will come through its continual progress in producing ice cream variants of some of the leading confectionery brands – but not just confectionery. It was recently awarded the licence to make Oreo ice cream for Mondelez International (Kraft). The Cornetto-style cones have been launched through the grocery and independent channels in a 4 x 100ml format with an rsp of £2.79. A national sampling campaign will run through May and June and the new ice cream will have the benefit of a £3.6m drive for the Oreo biscuit line this year. Much of the energy behind Fredericks’ targets stems from its recruitment 18 months ago of Matt Fulbrook as out-of-home sales director. Fulbrook, who previously worked for Ben & Jerry’s, is part of a sales team of seven, which includes two national account managers and four regional business development managers. “I see massive opportunity here for deep distribution,” says Fulbrook, who adds that while Fredericks is involved with all the leading players in C&C/wholesale, including the major foodservice operators, “there is a need to forge closer collaboration”. With the Oreo deal now in place, the likelihood is that the massive 85% of the company’s sales coming from major brands will increase as a percentage of the total. The rest is represented by own-label and the one element still carrying the Fredericks name, choc ices – an area in which the company claims to be the leading UK manufacturer, making 85% of all private label choc ices in the UK. Fulbrook says that Cadbury accounts for the major part of its production, with such labels as Dairy Milk, Crunchie, Flake, Caramel, Double Decker and Creme Egg. For Britvic, it makes Fruit Shoot and R Whites Lemonade
• Cash & Carry Management • March 2013
ice lollies and for Del Monte it produces 100 Juice Orange. The R Whites product is currently being seen on tv in an ad that mirrors the original ‘I’m a secret lemonade drinker’ theme. The artistes are the same as those appearing in the old black & white version – albeit a few years older! Out-of-home sales director “We are always Matt Fulbrook. being approached by branded houses who see us as doing a good job,” says Fulbrook. “I expect more to come on board from 2014, but we always have to be aware of any conflict with what we already have.” Fredericks is run by brothers Frank and Phillip Frederick, who are the third generation of the Italian Federici family, which founded the business in 1896. Last year turnover grew by 11% to just over £49m and for 2013 the company is forecasting a 15% increase. “We produced 6.7 million cases of ice cream – that’s 160 million units – last year from our Skelmersdale (near Manchester) factory. Distribution is from our site near Kirkby, Merseyside. We have more than 150 working at the two locations.” Cash & carry alone accounts for just 6% of the manufacturer’s sales, but this swells to 20% when delivered wholesalers are added, like Palmer & Harvey, 3663, Brakes and members of the Ice Cream World group. A major coup for the company was its choice as exclusive packaged ice cream supplier at last year’s Olympics and Paralympics Games, selling around three million Cadbury ice creams and being seen by around nine million people. Meanwhile, the innovations continue. In addition to Oreo, new CDM Nuts & Caramel is claimed to be a great success, premier Antonio Federici gelato is winning over Waitrose customers and Cadbury Creme Egg ice cream, currently with sales of £4.5m, is destined to increase this to around £6.5m this year (with first-time entry in Ireland) and to £10m within three years.
Major licences R&R Ice Cream (formerly Richmond Ice Cream) is another manufacturer which acts on behalf of a leading confectionery concern – Nestlé. It also produces for Disney, Kelly’s of Cornwall, Treats, Ribena and Thornton’s. Some of the output carries the Richmond name and the company also has a
ice cream update wide range of private label customers (including 3663 and Brakes). Some 80% of the 600m euro turnover is represented by the retail trade, while cash & carry/wholesale accounts for the remainder, with operators such as Makro, Bestway/Batleys, Blakemore, Landmark Wholesale, 3663 and Brakes. The C&C/wholesale channel is headed by wholesale manager Martin Williams, but new customers are advised to contact executive Gary Coggin, who says: “Makro is our latest wholesale customer. We work with all of them in this channel to ensure they are stocking the most profitable range.” As regards the total trade, the leading three R&R skus are: Kelly’s Clotted Cream (£12 million retail sales value); Fab Strawberry (£11 million); and Rowntree’s Fruit Pastille (£9 million). In C&C/wholesale, the top three in order are: four-litre tubs of private label vanilla and strawberry; Smarties Popup; and Fab Strawberry. One of the latest innovations is Easter Eggstra in two styles: Nestlé’s Rolo and Smarties ice cream eggs (120ml, rsp £2). Says R&R senior marketing manager Charlotte Hambling: “Novelty ice cream has become big business and, based on internal data, was valued at £11m last year (a more than three-fold increase on the previous year).”
Produced by R&R Ice Cream.
The company, which was founded in 1985, has a total sales force of 23, of whom 13 work with C&C/wholesale customers. There are 11 production sites across the UK and Europe, the domestic headquarters being at Northallerton, North Yorkshire. Other UK locations are Leeds and Bodmin. The total workforce is nearly 3,000. Distribution is undertaken by Reed Boardall, which claims to be ‘the UK’s largest single site frozen consolidator’, operating 240 refrigerated trailers. After the company, then known as Richmond, was acquired by Oaktree Capital Management in 2006, it was merged with German ice cream manufacturer Roncadin to form R&R. Further European involvement came in 2010 when French concern Rolland was integrated, followed by the purchase of another French manufacturer, Pilpa, German producer Durigon, and Italy’s largest own-label ice cream manufacturer, Eskigel. Most recently, R&R acquired the Yoomoo UK frozen yogurt business.
• Cash & Carry Management • March 2013
Indulgence treat Häagen-Dazs, part of General Mills UK, is positioned as ‘the ultimate indulgence treat’. The top five selling lines are Strawberry Cheesecake, Vanilla, Cookies & Cream, Belgian Chocolate and Pralines & Cream in 500ml tubs. Marketing director Ed Culf says: “We introduced Secret Sensations in 2012 – our biggest product innovation in recent years. It has transformed the luxury ice cream market. The range features a new patented technology which creates a liquid centre of gooey sauce, enveloped by Häagen-Dazs ice cream.” A new SKU was added in October – Meringue & Raspberry Fondant, a mix of vanilla ice cream with small, crunchy meringue pieces and a raspberry sauce centre. It joined the existing Chocolate Fondant and Crème Brûlée. Another ice cream launched last year was Mint Leaves & Chocolate (500ml), said to be the first mint flavoured ice cream in the luxury sector.
Leading manufacturer The leading ice cream manufacturer Unilever claims a 45.7% value share of the market with £422m in value sales. Its Magnum brand heads the chocolate snacks sub-sector, followed by that brand’s Minis, which are worth £20.4m. Carte d’Or Signature pints are said to be performing well, generating £930,000 since their launch; Magnum Luxury Tubs have accumulated £1.8m since their introduction in September; and Ben & Jerry’s Cores have amassed sales of nearly £14m in nine months. Carte d’Or Signature, in a first-time 500ml format, comes in three flavours: Crème Brûlée – a flavoured ice cream with caramel sauce and finished with caramelised sugar pieces; Tarte aux Pommes – vanilla ice cream with apple sauce and apple pieces, topped with crumbled pastry; and Fondant au Chocolat – chocolate ice cream with a vanilla sauce, brownie pieces and sprinkled with chocolate curls. Florence Howell, Carte d’Or brand manager, comments: “The luxury dessert sub-category is currently in 12.5% growth, accounting for 38% of the total dessert ice cream category.” Magnum launched a new ice cream range last year under the Infinity name. It was the biggest sector launch ever for the supplier, benefiting from a £10m marketing investment in 2012. Further investment is planned for the range this year. Brand manager Namita Khosla says: “Since its launch, Magnum Infinity has generated £17m across in-home and out-of-home and currently holds a 4.8% share within the hand-held singles category.” All data IRI value sales 2012.
For further information: Fredericks Dairies (0845) 606 7676 General Mills UK (01895) 201100 R&R Ice Cream (01677) 423397 Unilever UK (01372) 945000
£220m Brand* The UK’s Number 1 Ice Lolly Brand*
The UK’s Number 2 Kids Treat*
The ultimate ice cream range The UK’s Number 2 Ice Lolly Brand*
Sources: *AC Nielsen 52wks to 13.10.12 **Nestlé Sales Data
Contact R&R Ice Cream UK Ltd for more information on 01677 423397 www.rr-icecream.co uk