Wholesalers targeted by gangs of fraudsters Makro sites come under scrutiny of Booker Blakemore celebrates golden anniversary Spotlight on Michael Spinks of Essex Foodservice
The business magazine for cash & carry/delivered wholesalers
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Ensure crime doesn’t pay You have to sympathise with Booker. With about 170 branches scattered around England, Scotland and Wales, however efficient it is in keeping security to the utmost, there might always be a degree of criminal activity – sometimes involving money, sometimes stolen goods, sometimes violence and, in the worst scenario, all three. It is to the leading C&C operator’s credit that more incidents of this kind do not take place. The FWD has also put crime of all kinds at the top of its agenda. Yet not all law-breaking comes to light – like staff anxious to leave the premises with more than their takehome pay. Senior managers will often spot this before the police are involved. Crooks are now, it seems, focusing on other prospective targets. Last month both Enfield-based JJ Food Service and nearby Abra Wholesale revealed that fraudsters have been trying to dupe them by either posing as legitimate tradesmen or spreading lies about how the company operates. Both have taken it upon themselves to warn customers what is going on in a bid to curb any further skullduggery. Like Booker, JJ adopts a high degree of security. Those wanting to gain access to its head office – legitimately or otherwise – will find their way barred, until they produce all the right credentials. Abra also has certain structures in place to deter infiltrators. But these criminals often know how to slip under the radar. Be warned!
Booker chief Charles Wilson makes plans for Makro ... see p.5
products & promotions
Contributing Editor Media Sales Manager
John Wood Clare Phillips
Business Development Manager David Ford Publishing Director
Mervyn Gilbert editor
Musgrave Wholesale md Noel Keeley refines C&C operation ... see p.6
4,560 July 2011–June 2012
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Cash & Carry Management
• November 2012 • 3
IN BRIEF Going Chinese In a promotion aimed specifically at the C&C/ wholesale trade, to mark the Chinese year of the snake (in February), supplier Uncle Ben’s is inviting operators to ‘create a real buzz’ around the event by making a feature of the brand’s oriental ready-to-serve cooking sauces and rice. The best, captured on camera or video recorder, will win depot staff £500 to spend on a meal out at a Chinese restaurant of their choice.
Lower in fat Dairy-free ice cream from Bessant & Drury is now available through Palmer & Harvey. The coconut milk frozen dessert, which has less than half the fat of regular dairy ice cream, comes in 500ml and 125ml pots in four flavours: chocolate, vanilla, lemon and strawberry. Rsps: 500ml £4.69, 125ml £1.69.
Rally driver Justin Birchall, the 40year-old operations director of Burnley-based Birchall Foodservice, is to compete in the 15-day Dakar Rally as a member of the Race2Recovery team. The race begins in January along a route which takes in Peru, Argentina and Chile. The team will be raising funds for Tedworth House in Tidworth, Wilts, a Help for Heroes project.
Conmen set sights on JJ... One of the country’s leading foodservice wholesalers, JJ Food Service, has been targeted by fraudsters. The problem at Enfieldbased JJ, which also has sites in Bristol, Aston (Birmingham), Doncaster, Leeds, Basingstoke, Sidcup and Manchester, was outlined in a warning letter, a copy of which was sent to Cash & Carry Management by group general manager Terry Larkin. In it he says: “Criminal gangs purporting to be from JJ Food Service order goods from various manufacturers. They do so by telephone or email using addresses which look similar to ours. “Many suppliers ship goods without taking even simple steps to ensure that the order is genuine. “When the goods are en route, the suppliers or their hauliers receive a call asking them to deliver to an address which is not one of our branches. “The trucks are offloaded, the drivers receive a signature from the criminals and the goods disappear. “These fraudsters have become so bold that sometimes they even collect the goods themselves from the suppliers.” Later, Larkin told Cash & Carry Management: “There have been seven incidents in just the past three weeks.” He said the wholesaler has raised awareness of the criminal activity by sending
• Cash & Carry Management • November 2012
the warning letter to 1,820 contacts. “We have lobbied our MP to get the Metropolitan Police Commissioner involved; we have had meetings with the police with a view to getting this recognised by the Specialist and Economic Crime Command; and we report every incident to Action Fraud and the FWD.” While Larkin admitted that such criminal activities are “virtually impossible to stop”, warning suppliers, manufacturers and hauliers to be less trusting and more vigilant could be beneficial. He claimed: “Sending our letter to one supplier prevented them from losing £2,000 worth of goods.” Tel: JJ Food Service (0871) 973 0999.
NW depot planned A 200,000 sq ft distribution centre in Warrington, Lancs, is being built on behalf of Brakes Group, with planned occupancy by the end of next year. The multi-temp site will have a fleet of more than 200 vehicles. The aim is to switch much of the workload currently carried out at the wholesaler’s Manchester, Runcorn and Rochdale depots. There is no official announcement that these branches will eventually close once Warrington is up and running, but overall staff numbers are likely to reduce considerably. The news was relayed to employees by UK supply chain director Nick Smart, who spoke of the company’s “long-term strategy to invest in our network to meet growth projections and ensure we have appropriate capacity in the north-west.” Tel: Brakes Group (01233) 206000.
...and Abra Wholesale Edmonton-based Abra Wholesale (a couple of miles from JJ’s headquarters), has also been hit by criminals. A statement issued by managing director Dee Taya said fraudsters claiming to represent Abra have been informing customers that the wholesaler has changed its
bank details. “We categorically state that we have not changed our bank details and that they remain the same as before,” Taya insisted. “Please be vigilant and do not fall victim to fraud.” Tel: Abra Wholesale 0208887 9303.
Sharpening up in Sheffield Booker has earmarked half of the Makro estate of 30 branches as necessary for change if the ailing business is to be turned into a profitable enterprise. Sheffield is the first location where the enlarged C&C/wholesale business will be restructured. With the lease at Booker’s 30,000 sq ft-plus C&C due for renewal, chief executive Charles Wilson has decided to move the team there into the 100,000 sq ft Makro unit 400 yards away. Speaking at last month’s announcement of the group’s interim results he told Cash & Carry Management: “Even though the Booker and Makro operations in Sheffield will be combined, there will be no staff cuts. We will be designating 20% of the Makro site as a delivered-only area. “We will also be setting aside a specific delivered section at Makro’s Belfast unit. Northern Ireland is a country in which Booker is not yet represented, but one where we have wanted to be
for some time.” Asked how it was decided which Makro sites would be subject to change, Wilson said: “We and the Makro people got on a bus together and toured the locations. “What you have to realise is that Booker means different things in different locations; the same goes for Makro.” Wilson estimates that Makro’s like-for-like sales for the year to December will be down by 9.1% to around £715m and that its operating loss will be about £18m. If Booker is able to take full control of the business
from the start of 2013, it is expected that Makro will incur a trading loss of around £10m in the first three months. Makro’s 30 sites include 24 freehold and six longlease units. Their value, under Booker’s control, will be of the order of £200m. In the 24 weeks to 14 September, Booker’s sales (without Makro) rose by 3.3% to £1.9bn, with like-forlike sales to caterers growing by 4.7% and those to retailers by 2.2%. Pre-tax profit rose by 13.3% to £51m. Tel: Booker Group (01933) 371000.
Improved IT for Today’s member Sanderson has secured a contract to supply a number of its latest software solutions to north-west London based HT & Co (Drinks). Jon Durrant, head of IT for the drinks and tobacco wholesaler – a member of Today’s Group – said: “We were impressed by the extensive functionality of the Sanderson wholesale solution, Swords, and selected it as the best solution to meet our growing needs.” The company, which operates from a 50,000 sq ft
depot, will deploy Voice Order Picking, Business Intelligence, Mobile CRM and Web Ordering to increase
both efficiency and sales. Faster order picking, increased staff productivity and fewer picking errors are other likely benefits. Field sales reps, with 24 hour access to the Swords system via mobile devices, can create quotes and process sales orders. Additionally, HT & Co (Drinks) customers will be able to place orders 24/7. Tel: Sanderson (0247) 655 5466. Tel: HT & Co (Drinks) 0208965 2428.
Beer fraud on radio The owner of a C&C/wholesale chain in the north-west (name not disclosed) said in an interview on Radio 4’s File on Four that organised gangs are threatening the future of legitimate businesses by selling beer without paying UK duty and using the profits to subsidise other categories. The director specifically asked for his name not to be mentioned, fearing reprisals from criminals who have infiltrated the beer supply chain. He said: “Criminals have been allowed to trade for so long that they are seen as legitimate by our customers, and are using the profits they make selling duty-avoided alcohol to undercut us on other products.” He revealed that a case of lager bought in a backstreet industrial unit near one of his cash & carries was £5 lower than his company’s best price, despite the cash & carry/wholesaler buying in bulk. One brand of wine was sold so cheap through the criminal element, he said, that no legitimate wholesaler could buy the same product for within £3 of the price. Citing Government data, FWD chief executive James Bielby said that alcohol duty fraud costs up to £1.2bn in lost tax revenue every year, and that legitimate wholesalers are losing ‘millions’ to unchecked criminal operators. Bielby added: “The illegal trade in beer and wine is damaging businesses which hundreds of local small businesses rely on for their food and drink supplies.” Tel: FWD (01323) 724952.
Cash & Carry Management
• November 2012 • 5
More cash on Musgrave C&Cs Musgrave Wholesale has spent £2 million on a replacement 56,000 sq ft MarketPlace cash & carry in Waterford – one of 13 branches in the chain. It has a staff of 70 and carries more than 15,000 products. An online ordering service is claimed to be the first such C&C facility to be available in Ireland. Managing director Noel Keeley said that among the new initiatives offered by the Waterford unit are a meatcutting service and freshly baked bread area. There is also a fruit & veg department and a selection of recently introduced Musgrave SmartBuy products, which are said to be up to 40% cheaper than branded equivalents. A 300-space car park, a wide variety of ethnic foods,
returnable glass bottles and kegs for the pub trade are other facilities. And at 10,000 sq ft, with more than 750 products, the chilled & frozen section is four times the size of the same department in the previous Waterford branch, which began trading in 1998 after the purchase of
At the three-quarter year stage (January-September) JJ Food Service increased sales by £16.6m (13.27%) over the previous corresponding period. Gross profit rose by £3.4m (15.76%). The company’s managing director Mustafa Kiamil said the “outstanding growth”, against a depressed marketplace, resulted from the company listening to customers’ needs and responding accordingly.
Investment in marketing, promotions and greater technology helped Glasgowbased JW Filshill maintain turnover at £169m in the year to 31 January 2012. The wholesaler, which owns the KeyStore convenience store brand, servicing 168 retailers, saw pre-tax profit dip from £1.24m to just over £900,000. In addition to the KeyStore members, Filshill has 1,400 independent C&C/delivered customers. Managing director Simon Hannah said he was satisfied with the figures in a “very challenging” trading environment. “It’s no secret that the march of the supermarkets into the convenience sector is having an impact on all food distributors,” he added. Tel: JW Filshill 0141-883 2224.
Fanning’s Cash & Carry. The investment means that Musgrave has now spent £10 million on its MarketPlace C&Cs. Another £3 million is being invested in branch revamps in the next three years. Tel: Musgrave Group (00353) 214 522100.
Ongoing programme of improvement.
Restyled Landmark Wholesale has redesigned the label for its Vintners Collection of 13 wine varieties. Sourced from Italy, California, South Africa, Australia and Chile, all cost £19.95 a case, giving retailers more than 20% profit on return when they sell at £4.99 a bottle. Tel: Landmark Wholesale (01908) 255300.
Steep sales and profit rise
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The Enfield-based foodservice wholesaler’s ‘Click and Collect’ service is increasingly attracting more customers. Kiamil said they recognised the savings that can be made by ordering online and collecting their goods at a time convenient to them. All eight branches now incorporate, or are in the process of incorporating, modernised customer collection areas with Lavazza
hot drinks and Coca-Cola zones. Here, customers can place orders themselves on touch screens or ask a sales person to assist with their ordering. Giant screens show details of special offers. Tel: JJ Food Service (08719) 730888.
Price freeze Booker is maintaining the prices of a range of products until 4 December. They include Australian beef striploin (£11.99 per kg), extra mature roasting beef (£6.99), Australian boneless lamb leg (£5.99), French lamb rack (£13.99) plus several Booker Basics, Chefs Larder and Caterpack items. Tel: Booker Group (01933) 371000.
Hacked off with Hackney Essex Foodservice mulling over how Group, run by Michael best to run the busiSpinks, is in the throes ness – either C&C, of moving from its delivered or a bit of freehold headquarters both. in Hackney, east The Hackney London. building, which the The plan should company moved to come as no surprise 16 years ago, has an to those who are area of 24,000 ft, a familiar with Spinks’ staff of 40 and 10 constant complaints vehicles. The name under which the Hackney against the Olympics EFG, with turnover depot trades. organisers, whom he of £15m, also once largely blames for a had a depot in few sites in mind – in the 40% decline in takings durLlandudno and has two other Enfield area. ing the Games, with cussites which are within 12 “Nobody in their right tomers scared off by logismiles of each other. mind moving to Hackney tics problems that did not They are in Baldock, would operate in C&C/wholematerialise. Herts, and Meldreth, Cambs. sale from this site, so near to His depot was also just Both are around 10,000 sq ft. the Olympics building and outside the Olympics zone, Spinks commented: “It close to local residents.” which excluded it from commakes little sense operating EFG, a member of pensation for businesses two depots so close to each Country Range Group, has which were forced to leave other. We will probably get also just taken over the forthe area. out of Meldreth.” mer Tredegar cash & carry in Spinks told Cash & Carry Tel: Essex Foodservice Bow, east London. Spinks is Management: “We have a Group 020-8985 9000.
Batleys Wholesale, which took over Drinks Direct when it bought the Scottish Bellevue business in 2010, is expanding this side of its activities and rebranding it as Drinks Express. The delivered operation has been extended to cover not only the whole of Scotland, but also parts of England. Last month a depot was opened in Brighton and this month saw the launch of a service in the Newcastle area. Other towns across England and Wales will be added to the list. Martin Race, operations
director of Batleys in Scotland and the rest of the UK, commented: “We are delighted with the way the dedicated delivered wholesale division has grown and, as a result, have made this big investment in the future. In time, it will provide a highly competitive service for our foodservice side across the UK.” The drinks business, which was launched in 1991, makes deliveries to the foodservice industry, particularly restaurants, clubs and bars. It currently has over 1,000 customers in Scotland and carries a range of more than 5,000 products. Tel: Batleys Wholesale (01484) 481150.
Aramark contract Chef Direct, part of Booker Group, has won a contract to handle distribution on behalf of Aramark, which describes itself as a foodservice partner in such sectors as industry, education, healthcare, offshore and defence. The delivered wholesaler takes over Aramark’s main food and non-food distribution, including frozen and chilled food, grocery, meat, fruit & veg, beverages and disposables. Chef Direct managing director Mark Aylwin said: “We have developed a supply chain solution to Aramark’s exact requirements to ensure a simple and effective model that will improve efficiency and overall business performance.” Tel: Chef Direct (0845) 266 8888.
Transport upgrade Glasgow-based wholesaler Fáilte Food Service has invested £250,000 in upgrading its 17-strong fleet. The company, which services sandwich bars, fastfood outlets, burger vans and other mobile caterers, has ordered six 7.5-tonne vehicles, one 18-tonne lorry and two 3.5-tonne sprinters. All are being branded with the new Fáilte logo. Joint managing director
Jim Cummiskey said: “We buy our vehicles, rather than lease them, and renew the fleet every five years to take advantage of advances in technology. “We have also just achieved a British Retail Consortium Global Standards certificate, which verifies quality standards throughout our operation.” Tel: Fáilte Food Service 0141-548 6170.
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• November 2012 • 7
Open all hours! The future for foodservice lies with longer opening hours and maximising space, said Peter Backman (right), head of the Horizons research consultancy. Speaking at a British Frozen Food Federation marketing seminar in Reading, he asserted that restaurant and pub operators should extend opening hours to appeal to consumers at
any time – from breakfast through to late-night dinner. In a talk entitled ‘Looking into the Crystal Ball’, Backman said restaurants and pubs would not only need to be open longer hours, but they would also have to be more efficient in space utilisation. Larger outlets, he added, should embrace several options – takeaway, quick
Flagship symbol store
service food and sit-down eating. “The fundamentals are likely to remain similar, with eating out continuing to grow, albeit slowly, and consumers eating out on a regular basis. But looking five, 10 or more years down the line, the cost of rents and overheads will encourage operators to maximise the space they have, making each square foot contribute to higher turnover and profitability.” Backman also predicted that some of the larger pub and restaurant operators would sell off their ‘subbrands’ in order to concentrate on a single concept. Tel: Horizons (0844) 800 0456.
How many more will replicate this?
SPAR has launched ‘an innovative and modern flagship store that paves the way in convenience excellence’. The shop, located at Penwortham, Lancs, is owned by family business Lawrence Hunt & Co. It has the new fascia design, featuring a white background with the symbol’s name in 3D and the store’s location and owner’s details on the front. There is also a new internal colour scheme, as well as different ambient modules for fruit, vegetables and bread to create a market feel. In addition, the store offers free WiFi and mobile phone charging units.
Debbie Robinson, SPAR UK managing director, said: “Penwortham is truly a store for the future and marks a hugely innovative move for us. “The dynamic store design represents the next generation in convenience retail, with a fresh, clean and modern look that appeals to all shoppers. This new store model is the best design used in the convenience industry today. “It is laying the foundation for a design model that can be replicated around the country.” The store is serviced by SPAR wholesaler James Hall & Co. Tel: SPAR UK 020-8426 3700.
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Henderson Group, SPAR’s Northern Ireland wholesaler, was placed fourth in the latest Sunday Times Grant Thornton Top Track 250 of the UK’s leading mid-market private businesses. This is the highest position ever in the turnover-based list for an Ulster company. The Mallusk wholesaler, which has the SPAR, EuroSPAR, Vivo, Vivoxtra and Vivo Essentials franchises in Northern Ireland, as well as a foodservice division, has appeared in the Top Track table for the eight years in which it has been published. Last year the company’s turnover reached £583m, with profit of £16m. Staff numbers rose by 250 to over 2,400. A further 200 have been recruited so far in 2012. Tel: Henderson Group (028) 9034 2733.
Christmas promotion Creed Foodservice has launched its winter seasonal promotion, ‘Spirit of Christmas’, as well as a festive brochure entitled The Christmas Present.
Creed: ‘Easier planning’.
The publication features themed sections on starters, mains, desserts, buffets and tableware, designed to give customers inspiration when planning their festive menus. Managing director Chris Creed said: “We hope the format will make it easier for customers to plan for all aspects of catering over Christmas. “Products are clearly categorised and illustrations give some great serving suggestions. Early feedback suggests it’s going down a treat.” Customers can collect points against items in the collection and redeem them in the new year. To register, they need to email email@example.com Creed added: “The Christmas promotion has proved very popular over the past 10 years and it is our way of saying thank you to our customers for doing business with us.” Tel: Creed Foodservice (01452) 858190. Creed Foodservice won the environmental prize at the recent Gloucestershire Business Awards.
Importance of location This month, contributing editor John Wood is in Manchester to talk to traders about the wholesalers they use. Iftithar Nazir Riverdale Grocers (convenience store) Wholesalers used: Manchester Bestway is the main one, and I shop there nearly every day or second day. I also use Booker and Costco sometimes. I go to Parfetts but even if they are cheaper on grocery, they are often dearer on booze. Bestway always has good deals on beer. Plus points: I’ve been using Bestway for six years and they look after me. The staff are good and if I need credit they sort me out. The depot being close to me is important but prices and promotions are important too, and I go to other cash & carries when they match Bestway’s prices, but overall they are cheaper and better. Lately Bestway have had very good deals on Red Bull and Ribena – they are always doing offers. The managers change and they have their own style but I have been all right with them. Whenever a new manager arrives, the previous manager always introduces me and says I am a regular and to look after me. If I tell the manager or the supervisor that I have a few trolleys they always send someone out with me and help me load as well. They have done that so many times, and I don’t think they do it just for me.
James McDonald Teacup (caterer)
Wellocks are always very efficient and punctual, delivering at 9am. The majority of the time the products are what we ordered. They give us flexibility because we order every single day at any time – even when we shut, which can be nine or ten at night. Suggestions for improvement: The way we order at the moment is by phone and occasionally there will be communication problems. For instance, we might order a certain kind of fruit because we like to use specific varieties, and they may just send us the cheapest one, which is not ideal. However, the majority of the time it is a very good service and they do send us the right thing. It’s a trade-off between having the flexibility of the service but not always being able to say ‘I don‘t want this kind of fruit, I only want this variety’.
Kelvin Ngyuen Chorlton Off Licence Wholesalers used: I use Parfetts and Batleys. I use them equally and I visit each twice a week on average. Plus points: They have a wide variety of items and sell everything that I require so I don’t need any other wholesalers, but mainly it is the convenience. They are quite close by, two to three miles or 15 minutes’ drive. That is key – I don’t want to travel beyond that. I have to add the cost of diesel to my prices. I’ve never had any problems parking. I’m normally in and out quite quickly too. The staff are also very helpful and friendly – I am very happy with the service I am getting. Suggestions for improvement: I don’t really use the cash & carry promotions. They don’t cater for my customers.
Wholesalers used: We use Wellocks (of Lomeshaye, Lancashire), Booker, Waltons Catering Equipment and Halls Catering Supplies, and some local butchers. We use Booker for milk and we buy all our cleaning products from Waltons and Halls. Main wholesaler: Wellocks is our main wholesaler and we have deliveries from them every day except Sunday. We buy all our food, juices and fruit and veg from them. For the most recent week, a good 80% of our spend was with Wellocks. Plus points: We make everything ourselves. We make all our own sandwiches and pies and smoothies and it means we can buy everything from Wellocks rather than using a load of different places.
• Cash & Carry Management • November 2012
Very happy with the service it receives from Parfetts and Batleys, where it can get everything it needs.
£11m invested over five years Bestway Group believes in the long-term future of the C&C/wholesale industry and its customers, chief executive Zameer Choudrey told 400 guests at the company’s 11th annual retailer development awards presentation in London. “We have invested over £11m in the business in five years and we are on course for turnover of £2.5bn.” Choudrey also spoke proudly of the success of the Bestone symbol chain, which is celebrating its 10th year and has more than 950 members, and of the Best-in Essentials range. “Our retail clubs now generate turnover of £500m,” he said, adding that Bestway’s commitment to the environment was reflected in the fact that its carbon emissions have been reduced by 5.6% in the past year. Choudrey told the audience: “Some 77% of c-stores in the UK are still owned by independent operators. That’s how important this channel is to us.” Head of the Best-one operation, James Hall recalled how initially the idea of a new symbol chain within the group was dreamed up by director Rizwan Pervez, son of chairman Sir Anwar Pervez OBE. “We had no lorries, no promotions and no third-party support. We took £20,000 in the first week – and £18,000 of that bounced! Now we’re doing £2.5m a week and we have over 500 direct suppliers.” Prizes totalling £43,000 were shared among 21 winners. This year entries were not restricted to England and Wales; Scottish retailers could also compete for the first time. Retailer of the year: Muhammad Shahzad, Russell Supermarket, central London (£10,000). Three regional winners received £3,000 and the runners-up £2,000. North: John Leak, Much Hoole Village Store, Preston. Runner-up: Raja Jamil, Best-in Supermarket, Oldham. South: Shahzad Khaddam, MH Food Store, Luton. Runner-up: Selliah Karunakaran, Luton Food & Wine. Scotland: Abdul Rashid, Salina Mini Market, Glasgow.
Runner-up: John McGowan, Icon Stores, Aberdeen. Best-one Trophy: Bruce & Donna Morgan, Best-one, Brownlies, Edinburgh (£3,000). Runner-up: Padma Makan, Best-one, Clayton, Manchester (£2,000). Community award: Mohammed Issa MBE, 1st Stop 2 Shop, Dundee (£1,000). There were also 12 category winners, each collecting £1,000: Chilled & frozen (sponsored by Birds Eye, Kepak, Muller and Wiseman Dairies): Jitendra Patel, Niki News, Battersea, south London. General grocery (General Mills, Heinz, Kellogg’s, Nestlé Grocery and Tate & Lyle): Mohammed Naeem Wasim, Moston Superstore & News, Moston, Manchester. Household, health & beauty (Kimberly Clark, Procter & Gamble and Reckitt Benckiser): Thiru Ramash, Toddington Food & Wine, Dunstable, Beds. Tobacco (Imperial Tobacco): Narinder Devgun, Heath Hayes Post Office, Birmingham. Confectionery (Kraft and Nestlé): Azeem Siddiq, Pure Convenience, Salford. Crisps & snacks (KP McVitie’s and PepsiCo/Walkers): Thiru Ramash, Toddington Food & Wine, Dunstable, Beds. Soft Drinks (AG Barr, Britvic, Boost, Coca-Cola, GlaxoSmithKline and Red Bull): Vishnu Patel, Nikes Convenience Store, Houghton Regis, Beds. Water (Nestlé Waters): Rajvinder Bains, Ospringe Food & Wine, Faversham, Kent. Wines & spirits (Accolade Wines, Diageo, E&J Gallo and Pernod Ricard): Mohammed Asim Aksar, News One, Heywood, Lancs. Beer & cider (AB InBev, Heineken UK, Magners and Molson Coors): Shahid Hussain, Glanamman Service Station, Carmarthen. Petfood (Mars and Nestlé Purina): Vasutheyan Rajaratnam, VM Stores, Cardiff. Baby food (Danone Baby Nutrition): Vishnu Patel, Nikes Convenience Store, Houghton Regis, Beds.
All the winners, surrounding Bestway Group chief executive Zameer Choudrey (centre, red tie).
Cash & Carry Management
• November 2012 • 11
Batleys Glasgow depot manager Gary Thomson says it’s important to give customers the ‘right choices’, describing effective point of sale as ‘key’.
A category management project involving Kepak Convenience Foods, the UK’s number one name in hot snacking and Bestway and Batleys is well underway – and boosting sales! Kepak sales managers are advising on why it’s important to stock the right range, make products more visible and apply POS effectively. Sales are being monitored at the two depots involved - Batleys at Cambuslang Investment Park, Glasgow, and the recently-opened Bestway Team Valley depot at Gateshead. Bestway Team Valley depot manager Naveed Anwar says the Kepak point of sale material, which wasn’t used previously, is making a real difference.
“There’s no doubt that people are buying more hot snacking products because the
point of sale is eye-catching and attracting people’s attention.” Gary Thomson, manager at the Batleys Cambuslang depot, added:
“Our customers have been very receptive so far with our efforts to communicate the importance of stocking the correct range. “We have highlighted the benefits of ensuring that their customers are faced with the right choices and that consumer demand is realised in full in order for them to maximise sales potential. Effective POS is also key as location of displays and visual presence help to drive impulse buying, with communication of promotions and pricing being a key element.”
IN HOT SNACKING AF TE R
.. E. R FO BE
Eye-catching point of sale has been introduced at the Bestway Team Valley Depot (right hand photo) where manager Naveed Anwar reports increased demand.
Kepak, meanwhile, is urging all depots to drive sales of hot snacking products, one of the fastest-growing sectors of the food to go market, with this easy-to-follow advice: 1. AVAILABILITY Best-selling products such as Rustlers and ZUGO’s Deli Café need to be readily available and visible on and off promotion. A secondary display can help to enhance sales. In particular, chiller cabinets close to the checkout will encourage retailers to ‘top up’, adding more SKUs to those already bought at the main fixture.
include the Rustlers Originals range: the Quarter Pounder, BBQ Rib and Chicken Sandwich.
4. NPD Where appropriate, Kepak will advise on which profitboosting new products to stock, such as Rustlers Hot Subs and Wraps and ZUGO’s pasta pots.
5. RETAILER PARTNERSHIPS Working more closely with your retail customers, with Kepak’s support, will drive sales at store level, increasing depot sales in the process. In the next edition we will also look at how Kepak is working with retailers to maximise demand for hot snacking products at store level.
2. POINT OF SALE Tailored point of sale throughout the depot will increase brand awareness. Shelf reserves on the fixture, on the bottom and back of racking, will boost visibility. Posters should be used to communicate key brand activity.
3. THE RIGHT RANGE Kepak can advise on which Rustlers and ZUGO’s Deli Café SKUs you should be stocking. In most cases this will
Putting the more in Blakemore Landmark Wholesale’s leading member marks its 50th birthday. It was back in 1962 that Frank Blakemore, father of the present managing director of AF Blakemore & Son, Peter Blakemore, launched what was to become one of the leading C&C/wholesale operations in the UK, with total turnover of more than £1bn. Today, the Landmark wholesale member is celebrating its golden anniversary in style by offering customers 50 top deals over 50 days in the run-up to the New Year. The company, which operates nine cash & carries, a delivered wholesale service within SPAR UK and a foodservice business, has combined with suppliers to provide customers with ‘50 Deals on 50 Days’ from 12 November. The golden promotion also features a wide range of one-week and three-week deals that are being heavily supported by a comprehensive marketing plan, in-store theatre, fun days and customer competitions.
Wolverhampton was first Blakemore’s first cash & carry began trading in Williamson Street, Wolverhampton, in 1962. Since then, the operator has grown to become the largest member of Landmark Group. In addition to Wolverhampton, there are branches in Walsall, Birmingham, Newport, Bangor, Barnsley, Grimsby, Middlesbrough and Gateshead. Says Peter Blakemore: “My father’s idea to open one of the first cash & carry depots in the country has proven to be one of the most important decisions in our history. “I am immensely proud of our heritage. Our success has developed upon the partnerships that have been built among
our staff, loyal customer base and key suppliers. “This approach can be seen in our 50th anniversary activities, where we have worked alongside suppliers and staff to provide a series of golden deals for customers that will enable us to truly celebrate our success together.”
It started even earlier! The origins of Blakemore Wholesale date back to 1917 after Arthur and Harriet Blakemore established a small counter service grocery store in Wolverhampton. Over the following decades, the company diversified its operation and evolved to become a local delivered wholesaler across the Midlands. In 1962, Arthur and Harriet’s son, Frank unveiled the first C&C in Wolverhampton. He was inspired to open this ‘groundbreaking’ depot following a study tour of Germany in 1961 and was convinced that the C&C concept could work to support independent retailers in the UK. His belief and initiative proved well founded. After the first opening, there followed branches in Walsall and a replacement in Wolverhampton. AF Blakemore became a member of the Landmark Cash & Carry Group – as it was then called – in 1985, following that organisation’s merger with Consort Cash & Carry Group. The company was to acquire further C&Cs in Birmingham, Grimsby, Barnsley and Lye in the 1980s and early 1990s. This period of growth resulted in the company becoming divisionalised, with a special cash & carry arm created along with businesses specialising in foodservice and fresh meat wholesaling. Acquisitions of depots in Newport in 2001 and Bangor in 2002 were followed by the launch of a £5m depot and head office at Wolverhampton Science Park in 2003, and a new trading name for the division – Blakemore Wholesale. The purchase of Tyne Tees Cash & Carry, in 2008, led to two new depots,
Mary Blakemore, who chairs the AF Blakemore board and is Peter Blakemore’s mother, watches the unloading of a consignment at the company’s first cash & carry in Wolverhampton in the 1960s.
• Cash & Carry Management • November 2012
The Newport C&C is one of two that Blakemore operates in Wales. The other is in Bangor.
in Middlesbrough and Gateshead, joining the group and Blakemore Wholesale becoming the largest member of Landmark. Another notable development saw the national wholesale distribution centre, located at Great Bridge, Sandwell, being opened in 2009 to support the company’s ever-growing delivered customer base. Blakemore Wholesale, whose managing director is Sam Wilcox, now employs more than 735 staff and boasts a turnover in excess of £370m. The success of the company has been built upon the strong values of the Blakemore family – defined in the group’s value statement ‘The Blakemore Way’.
Peter Blakemore accepted this community award on behalf of the company in 2009 – one of several received over the years.
Playing a major role As well as growth in the SPAR delivered retail business and in cash & carry, Blakemore is becoming a big player in foodservice, which contributes sales of around £130m. It recently won its first major contract in the north-east, for Newcastle-upon-Tyne Local Authority (Cash & Carry Management: September). The two-year deal, valued at £1m, is now in its third month of operation. Deliveries of groceries and canned goods are made from the wholesaler’s Wakefield depot to Newcastle’s civic canteen, schools and universities. Winning this contract came after Blakemore Foodservice secured eight others in just over four months. They include the London boroughs of Barnet and Newham, the 80-site Perfect Pizza food chain and Roadchef Motorway Services, together worth £18m annually. The wholesale concern, which this year revamped its identity with a new logo (see above), also has depots in Darlaston and Walsall. The fresh meat side of the business (dealing in beef, lamb, pork, bacon and poultry), operates within Blakemore Fresh Foods, trading from Featherstone, near Wolverhampton.
Cash & Carry Management
• November 2012 • 15
Still clicking the right buttons In this exclusive interview with Mervyn Gilbert to mark the 10th anniversary of STL Technology Solutions (originally Smarter Trader), managing director Ivan Durkin traces the company’s expansion over this period. MG: How many customers do you have in the C&C/wholesale channel and how many depots do they operate? ID: We have software installed in, and provide services to, about 100 sites throughout the UK. MG: What were the first three or four accounts you secured when you started and what functions did the equipment perform? ID: The first invoices were for BA Cash & Carry, Parfetts and East End Foods, and covered a range of IT services. Over the course of the next three years, we committed ourselves to developing innovative software from scratch. And after that, we were in a position to deploy point-of-sale or merchandise management software. I also recall that the first site at which we installed our own solutions was Hub Wholesale in Cheltenham in 2005, with our flagship Merchandise Management System. This was followed by our new tilling solution at Oak Cash & Carry in Banbury. We had also signed a contract to provide Dhamecha Cash & Carry with a complete end-to-end STL solution. So it was all systems go, so to speak!
MG: How do you explain your success at that stage of your development? ID: The reason the industry took to STL so quickly was that we introduced to the UK wholesale sector solutions that were created using the latest Microsoft development tools. At the time, existing IT suppliers in the C&C/wholesale trade were well established, but the technology being offered was, even by then, very dated. We were the only IT developers with C&C/wholesale experience who went back to the drawing board to produce a more effective technology platform specifically for businesses in this sector. Our goal was to provide solutions that would (a) offer unprecedented levels of functionality (b) be easy to install, customise and manage (c) be browser based (d) be able to scale from a single site to a multiple branch operator and (e) provide head office control at the centre. The proof of our success in this is in our current installed base. We now work with many of the progressive multi-site operators throughout the UK. MG: Name some of your longest standing customers. ID: Dhamecha, BA, Parfetts and Oak, as well as East End Foods, which at the end of last year signed a £250,000 deal with us for an STL Merchandise Management System and Warehouse Management System in a phased roll-out across all four depots. MG: What aspects of technology have been added for these clients? ID: One of our more substantial recent developments was the migration of our suite of solutions onto 64-bit (from the industry standard 32-bit operating system). Dhamecha was one of the first operators to recognise this and upgraded all of its order and management systems.
Ivan Durkin (left) looks over the figures with finance director Tim Dobie.
• Cash & Carry Management • November 2012
in focus We have also redeveloped all of our mobile solutions, including our instore, picking and field-based ordering systems for sales reps on the road, using the latest development platform .NET on Windows Mobile. This made our solutions hardware-independent, giving users the flexibility to mix and match the best-of-breed systems in C&C/wholesale, suiting their specific requirements and budgets. One beneficiary was London-based Venus Wine & Spirit Merchants, which significantly improved the efficiency of both its picking and stocktaking activities during the last Christmas rush, thanks to 12 new .NET-based STL hand-held terminals. MG: Name three of your most recent signings. ID: Chetan Wholesale, of Barking, Essex, Wisharts in Edinburgh and Jones Wholesale, of Northampton. MG: Did any of these require something tailormade that hadn’t been asked of you before? ID: Having dealt with a large and varied customer base for years, we’ve incorporated a lot of functionality into our standard offering. Consequently, STL’s software offers a high level of customisation, which our clients make use of to varying degrees. We are also always receptive to new ideas that will enhance our product, and have often responded with bespoke developments for customers. However, I cannot disclose precisely what because it is confidential. MG: What about after-sales service and maintenance? ID: All have ongoing support arrangements. It’s like an insurance policy, enabling our customers – who operate large turnover businesses – to simply make a call and get the assistance required. MG: Give some examples of easily rectified faults and those which are more complex. ID: As most C&C customers don’t employ an IT professional, we are often their first point of call for anything computerrelated. Most are simple keying errors where a ‘crazy’ date range has been clicked incorrectly and, subsequently, a massive report has been generated. Our remote control capability allows us to assist quickly.
Ivan Durkin CV 1978: Worked for First Choice in Burton on Trent, which supplied its own stores before moving into C&C and starting a delivered wholesale operation. While there, he worked closely with managing director Steve Ainger. 1989: Joined IT company Riva, which was acquired by Anker in 1999, and stayed on as sales director. In his long service with the business, he was largely responsible for the C&C channel. 2001: Approached the then Landmark managing director Mike McGee about setting up a new IT company. It became Smarter Trader, which in 2006 changed its name to STL Technology Solutions.
STL Technology Solutions’ hands-on management team. L to r: Dobie, Durkin and Garland Jones.
MG: Have any problems meant calling out STL staff to customers’ sites? ID: When we have had to deploy technicians to site, it is usually where a C&C/wholesaler has provided its own budget hardware, and this has created performance and reliability problems. For 10 years we have partnered with a trusted third-party hardware maintenance company that has national coverage. We direct calls to them and we work well together to provide a good level of service. MG: Any examples where faults have been more difficult to solve than anticipated? ID: Intermittent problems can be difficult and, generally, rely heavily on users remembering the steps they took to identify a defect. We addressed this early on by incorporating an advanced auditing facility which allows us to replay events in real time to pinpoint the problem. MG: I believe you have customers not just in the UK. ID: Yes. We have the Falkland Islands Company (FIC), whose main operation is in Port Stanley, and we also have one in the Middle East. MG: How many people work at your headquarters? ID: We have 17 staff, including two in sales, three in finance & admin, four software engineers, four support analysts, two handling technical support and two projects people. In addition, we outsource installation and implementation activities to two partner companies, both of which have a high level of technical skill. MG: Besides you, Ivan, who are the most senior members of the team? ID: My co-founders are Tim Dobie (finance director) and Mark Garland Jones (projects director). Our product development manager is Mark Vasey.
Cash & Carry Management
• November 2012 • 17
Favourites and newcomers Alongside established ranges available over the Christmas period are some specially launched additions. Mars Chocolate UK is looking forward to the festive period and is building on previous Christmas successes with new introductions and returning favourites. The confectionery giant, which this year celebrates 80 years of operations in Slough, is also continuing to support retailers and expand the category with point-of-sale material and seasonal in-store display advice. These are its top tips for the trade: Stock up to make the most of the extended sales window throughout the season Create seasonal displays and instore theatre to maximise sales and encourage impulse purchases Keep in mind the growth of the self-eat category as Christmas shoppers look to treat themselves, as well as stock up on gifts and sharing products for family and friends Make best use of the till point to further capitalise on impulse purchases – for example Celebrations Mini Box makes for a great stocking filler or gift Nostalgia is a key theme at Christmas. Stocking clear best-sellers from brands which consumers know and love is a winning strategy for retailers. Trade communications manager Bep Dhaliwal says: “Our 80 years of operations in Slough and our commitment to the future mean we are in an ideal position to work closely with the trade to help them maximise festive sales opportunities. “Last Christmas had some key highlights, and we have built on these achievements for 2012. Dhaliwal: Why you should go by tube. Our best-selling Christmas portfolio – favourites with a modern twist – caters for a range of seasonal occasions.” Dhaliwal describes tubes as a ‘festive favourite, representing the ideal stocking filler. “The square format also offers retailers great shelf utilisation and strong consumer stand-out, especially with Maltesers and Galaxy Minstrels, which are two of the top five best-sellers in the category.” A newcomer to the selection boxes is Galaxy Luxury. It joins Mars & Friends and Maltesers & Friends medium boxes. Last Christmas, says Dhaliwal, the supplier’s Christmas self-eat category experienced 60% growth (Symphony/IRI 20 weeks to 31/12/11). This time a new truffle variant has joined the Galaxy ‘Gift for You’ offer, one half featuring solid chocolate and the other half filled with caramel or truffle. ‘Sharing’ products are represented by Celebrations and Maltesers.
• • • •
New for Christmas – indeed, for all gifting occasions – toffee maker Walker’s Nonsuch has introduced a 450g sharing jar. It includes English Creamy, Chocolate Covered Toffees and Banana Split & Milk Chocolate Éclairs. Each toffee is wrapped in a metallised wax paper and, combined with the wrapper colours, makes the appearance appealing. Jars are packed in 12s in a shelf-ready display tray, promoting the Union Jack and ‘true Britishness of this traditional treat’. The rsp of the jars is from £3.99.
• Cash & Carry Management • November 2012
Waxing lyrical Cathedral City (part of Dairy Crest) has added to its seasonal cheese range with Selections. This new adult snacking range contains wrapped pieces of Cheddar, with a seasonal poem on the back to add to the festive mood. The three skus are: Mature, Extra Mature and Variety pack. Marketing manager Jackie Wilson told Cash & Carry Management: “Customers often look for celebratory products at Christmas and cheese sales see a seasonal peak at this time.” She adds that the pre-pack cheese category is worth £2.5bn and is growing at 3.3% in value terms. Everyday block Cheddar is the largest segment, worth £1.1bn and driven by mature. Cathedral City’s annual sales are £250 million – up 20%. All data AC Nielsen.
For further information: Cathedral City (Dairy Crest) (01372) 472200 Mars Chocolate (01844) 262517 Walker’s Nonsuch (01782) 321525
products & promotions Two launches
Easter activity KRAFT FOODS – The Cadbury owner is stressing the importance of independents carrying both Creme Eggs and Mini Eggs over Easter – respectively the Nos 1 and 2 skus during this period, worth £49m and £25.5m (Nielsen Scantrack). This is claimed to be more than the total for the next 16 Easter confectionery skus combined. Both will also be available next Easter in £1 price-marked packs. The supplier will also be launching a promotion asking consumers to find a ‘gooless’ creme egg. One of these will be in distribution for each of the 90 days of the activity and, for the lucky purchaser who has one in his/her possession, there will be a prize waiting of between £100 and £1,000. Kraft Foods is also launching two ‘Egg ‘n’ Spoon’ variants: Choc Mousse and Milky Mousse. Each pack (rsp £3.99) resembles an egg carton and contains four chocolate eggs and a plastic spoon. The launch is being supported by a £3m campaign, including tv and outdoor advertising. Tel: Kraft Foods (08702) 400861.
Biggest ever SEABROOK CRISPS – Consumers can win a ‘packet’ through the brand’s biggest ever on-pack activity. A total of £500,000 is up for grabs in a 10-week nationwide promotion which launched on 5 November on nine million packs. The offer is available across all trade channels on 11 variants from the single bag and six-pack ranges. The online competition page is www.seabrookcrisps.com/win. Tel: Seabrook Crisps (01274) 546405.
HEINZ – The company has launched the Heinz Beanz with Flavour range, including Cheddar cheese, tomato with garlic & herbs, curry, barbecue and fiery chilli. The flavours, in 390g cans, have an rsp of 84p. The manufacturer recommends they are best enjoyed on toast or a jacket potato. The company has also introduced two new flavours to its Classic Soup Special Edition range: cream of mushroom with a hint of garlic and cream of chicken with a dash of white wine, both in 400g cans. Their launch follows the success of the first two varieties in the range: cream of tomato with a twist of chilli and cream of chicken with a touch of sage. The full Special Edition range is being supported by PR, digital and in-store sampling activity. Heinz claims a 40% value share of the total £614m UK soup market. Tel: Heinz 020-8573 7757.
With papers IMPERIAL TOBACCO – From the middle of this month, all Golden Virginia Original (Green) and Smooth (Yellow) 50g packs are including quality cut-corner papers. The rsps for Original and Smooth 50g packs change to £16.18 and £15.02 respectively. Head of consumer marketing Amy Kiss said that, if sold at these prices, the packs provide adult smokers with an 18p saving compared to purchasing the tobacco and papers separately. Standard and price-marked packs are available. Kiss commented: “Sales of RYO tobacco have shown consistent growth over the past 12 months and each year contribute over £1.5bn to the tills of UK retailers (internal estimate). “One in five RYO packs sold is a 50g variant.” Tel: Imperial Tobacco (0117) 963 6636.
Loyalty scheme BURTON’S BISCUIT COMPANY – The supplier has introduced a ‘tasty twist’ to the everyday biscuit sector with the launch of Maryland SnapJacks. Said a company spokesman: “Moreish and bite-size, they make the perfect accompaniment to coffee with friends, as a snack, or simply for a quick break with a cup of tea.” The launch follows research that found consumers like plain biscuits, but want a ‘more interesting’ biscuit for their tea break. The Maryland SnapJacks range comprises: honeycomb flavour snaps (180g), orange snaps (180g), vanilla shorties (200g) and red berry flavour shorties (200g). They have an rsp of 99p. Tel: Burton’s Biscuit Company (01727) 899700.
• Cash & Carry Management • November 2012
DAIRY CREST – Clover, the ‘UK’s biggest dairy spread brand’, has embarked on its first loyalty scheme, enabling consumers to claim a branded collectables set. Reaching over four million people, via 30 million packs, the scheme will be supported by social media. Shoppers are invited to collect ‘Clover hearts’ (tokens) in return for breakfast time products. Jeremy Coles, head of marketing for butters and spreads, said: “We want to reward loyal customers for their love of the brand, while encouraging repeat purchase.” Clover claims to have hit £100m in sales on an MAT basis. The butter, spreads & margarine category is currently worth £1.29bn. All data AC Nielsen 21/7/12.
Tel: Dairy Crest (01372) 472200.
products & promotions Battery saver
PROCTER & GAMBLE – Duracell has launched a campaign focusing on its Powercheck technology. Using the strapline ‘Get the most out of your Duracell batteries with Powercheck’, the initiative will appear across television, radio, press and social media. Research shows that a third of disposed batteries can still contain up to 67% of their original power – more than enough to run medium low-drain devices such as toys, games controllers, television remote controls or alarm clocks. Business leader Leigh Tomlinson said: “This new campaign will continue to boost consumer awareness of the Duracell brand and reinforce its reputation for longevity and reliability. “P&G is committed to product innovation.” Tel: Procter & Gamble (01932) 896000.
GILBERT’S FOODS – The supplier of meat and poultry dishes to the C&C/ wholesale sector has reported a 23% increase in pre-Christmas orders on the same period last year for three of its winter menu dishes: Lamb Henry in a Redcurrant and Mint Jus, Beef Rib in Italian Red Wine with Tomato & Shallot and Pork Loin Steak in Fruity Apple & Sage Sauce. The portions are ready to be heated from chilled or frozen or room temperature. Managing dierctor Peter Smith said: “Christmas is, of course, a key period for sales and we have experienced great results already from our warming winter dishes, supplied to the cash & carry/wholesale and foodservice sectors.“ Tel: Gilbert’s Foods (01524) 852378.
For daredevils KEPAK CONVENIENCE FOODS – The manufacturer has joined forces with video game series Hitman to give consumers the chance to win the ‘ultimate stunt experience’. An on-pack promotion for the latest release in the series, Hitman: Absolution, began this month for six weeks on selected Rustlers packs. Activities available to consumers include high fall, stunt fighting and stunt driving. Marketing director John Armstrong said: “The game is ideal for Rustlers’ core target market and we are confident this brand partnership will generate sales and create a buzz.” Tel: Kepak Convenience Foods (01772) 688300.
Softer pack TETLEY – The supplier has modernised its decaf tea by changing the traditional cellophane wrapped carton to ‘soft pack’ packaging. Simon Attfield, customer marketing controller for owner Tata Global Beverages, said: “We are making a significant investment in our brands this year so it is the right time to make this change. “The new pack design will bring Tetley decaf in line with the other everyday teas in our range that were given a new look in July.” The new packs, which started to roll out last month, apply to shelf-ready trays of 2 x 6 for 40s and 80s and 2 x 1 x 3 for 160s. For the convenience sector Tetley decaf 80s will also be available in a 1 x 6 tray. Attfield said that for the last seven years Tetley has dominated the decaf sector and currently has a 34% value share – more than 10% ahead of its nearest competitor (AC Nielsen MAT to 14/9/12). Tel: Tetley GB 020-8338 4000.
Aiming at men HEINZ – HP Sauce has launched a tongue-in-cheek multi-media drive, including tv (the first new commercial in over five years), radio sponsorship with TalkSPORT, social media and instore activation. The aim is to drive penetration and awareness of the brand among male consumers aged between 25 and 44 years. The ads communicate that HP is ‘a sauce of manliness’. On TalkSPORT, the brand is being promoted on the weekend sports breakfast feature. Tel: HJ Heinz 020-8573 7757.
Blonde entry JTI – The Amber Leaf tobacco range is being extended with the launch of Blonde, which uses a blend of premium quality Virginia tobacco. It is available across all channels from this month in a 12.5g crush-proof box (rsp £3.87) and 25g pouch (£7.57). Price-marked packs are also available – at £3.74 and £7.31 while stocks last. Jeremy Blackburn, head of communications, said: “The launch of Amber Leaf Blonde is designed to capitalise on the growth of the RYO market, as well as the brand’s No.1 status – an achievement of which we’re hugely proud. “Unlike traditional RYO tobacco, the blend of which is typically dark in colour, Blonde uses a pale coloured Virginia blend to provide a smooth taste.” Amber Leaf claims to have a leading 9.5% share of the total tobacco category (Nielsen MarketTrack June 2012). Tel: JTI (0800) 163503.
Cash & Carry Management
• November 2012 • 21
Second stage scores
AG Barr stays in the No.1 spot after the second round of voting by Scotland’s wholesalers.
SCORE (max. 50)
Britvic Soft Drinks
Whyte & Mackay
Nestlé 1st Choice
• Cash & Carry Management • November 2012
Higher or lower? Wholesalers in Scotland are asked to score each supplier based on its performance in October. OCTOBER PERFORMANCE
Deliveries inc Admin (max. 15 points) write N/A if not direct
Supplier Contact (max. 15 points)
Scottish Focus (max. 15 points)
Packaging & Merchandising (max. 5 points)
TOTAL (max. 50 points)
AB InBev AG Barr Bacardi Brown-Forman Britvic Soft Drinks C&C Group
Carlsberg Coca-Cola Enterprises Cott Beverages Diageo Dunhill (Haribo) First Drinks GlaxoSmithKline Heineken
Heinz Highland Spring Imperial Tobacco JTI (Gallaher) Kellogg’s Kimberly-Clark Kraft Foods
Mars Maxxium Molson Coors Nestlé 1st Choice
Unilever United Biscuits Whyte & Mackay
Company.................................................. Contact name.................................................. Fax to (01334) 479695
Cash in on seasonal boost There are 400,000 adults in the UK who choose to smoke cigars, spending over £280 million per year. Miniatures now account for more than 61% of retail sales, small cigars about 36%, and large cigars the remaining 3%. In total, cigar sales make up around 2% of the UK tobacco market. Café Crème, marketed by Scandinavian Tobacco Group UK, claims to have a 46.1% share of the domestic cigar market, compared with 31.7% five years ago. Head of marketing Alan Graham says that miniatures dominate the UK cigar trade – and are growing. There are five styles in the Café Crème range: Blue, accounting for 55% of the brand’s sales, with a retail value of £39.5m; Original 32.3%, £23.1m; Filter Arome 9.2%, £6.4m; Express Blue 2.6%, £1.6m; and Silver Filter 0.9%, £700,000. Another variety, Grandé, which was launched last year in a slightly larger format than the others, was not a success, Graham admits, and it has now been virtually withdrawn. Emphasising the rise and rise of miniatures, Graham says: “There is no sign of the growth slowing down. We are aiming to reach a 50% share with the Café Crème range.” The company also markets the Henri Winterman cigar label, which includes corona and half corona sizes. However, Graham says it is poorly represented in small stores, although it is the sixth biggest cigar brand in the trade by volume. He comments: “The market is also seeing a move to valuefor-money styles, a category which we took a long time to enter with Moments Blue. “The bane of my life is price-marked cigars. We have been slow with that one. We do it with Moments, and now we’re looking to do the same with Café Crème. However, no-one else price marks cigars on a regular basis.” Graham says the supplier will probably sell 10.5m Moments cigars this year, and that figure could rise to 15m in 2013. Looking at the Christmas period as far as Henri Winterman is concerned, he comments: “Some 20% of its sales are
done in the last six weeks of the year.” STG is running a series of trade days at selected cash & carries leading up to Christmas. “The most important thing wholesalers can do to increase their cigar sales,” says Graham, “is to stock a range of the best-selling cigars, in all size segments, and take time to speak to their customers and understand what cigar products they’re looking for. Talking to customers and showing them that they’re valued and understood will go a long way to helping grow cigar sales.” He adds: “Although cigars sell in smaller volume than cigarettes, they generate more profit per pack than cigarettes due to greater margins.” All data IRI
Top 10 cigar brands 1 Café Crème Blue 2. Hamlet 3. Hamlet Miniatures 4. Café Crème 5. Castella Classic 6. Royal Dutch Miniatures 7. Café Crème Filter Arome 8. Panama 9. Royal Dutch Miniatures Blue 10. Henri Wintermans Half Corona Symphony/IRI MAT w/e 4/8/12 (data excludes on-licence & N. Ireland)
STG will probably sell 10.5m Moments cigars this year.
• Cash & Carry Management • November 2012
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cigars Seasonal changes Patrick Toms, Imperial Tobacco’s head of distributive sales, emphasises the importance of avoiding out of stocks throughout the seasonal period. “With the festive season fast approaching, retailers will be keeping an eye on seasonal changes to their customers’ tobacco preferences and changing their buying habits accordingly. “Ensuring constant, on-shelf availability is always a priority for retailers and at Christmas this is particularly pertinent as tobacco shoppers may be coming in more often to buy their chosen brands as well as purchasing snacks and drinks for parties. “Often during the Christmas period, adults who choose to smoke will trade up from their usual tobacco brand as a special treat,” he comments, adding: “Some tobacco shoppers will buy stocking fillers for adult relatives who smoke and this provides opportunities for cash & carries to promote a broad range of products.” Cash & carries need to be prepared for this, says Toms, and should ensure that when retailers visit their tobacco room, the products they’re looking for are on shelf and not hidden away in the store room. “Having well trained and engaged staff will help wholesalers provide the best possible service to their retailer customers,” he maintains. “Staff will need to be able to answer questions about your cigar range or know who to speak to if they are unsure of the answer. They can also encourage customers to stock new products and highlight in depot promotions.” Imperial Tobacco’s own cigar range includes Classic, Panama, Castella Panatella, King Edward Coronets and Montecristo. “These are important British brands, which consistently return successful market performances,” says Toms. “Over the last 12 months, Classic has maintained its 25% share of the small cigar sector and is the second best-selling small cigar brand in the UK.
Over the last 12 months, Classic has maintained its 25% share of small cigars. King Edward Coronets is also selling well.
• Cash & Carry Management • November 2012
“Panama and King Edward Coronets are also selling well and together account for around 36% of all small cigar sales. Sales of Imperial Tobacco’s large cigar brand, Castella Panatellas remain strong with just under 10% share of the large cigar sector.” Recognising the growth in share of sales commanded by miniature cigars, Imperial Tobacco launched a new brand, Montecristo Minis, in October in selected areas of south east England. Available in Full Flavour (Red) and Smooth (Blue), Montecristo Minis are packed in embossed tins, each containing 10 quality Cuban blend cigars. The rsp is £4.38. Pricemarked packs are also available at £3.99 while stocks last. Imperial Tobacco is distributing the two new Red and Blue Montecristo Mini cigar skus only. The traditional Montecristo mini cigars (yellow pack) are sold through the distributor Hunters & Frankau, the appointed distributor for all handmade and machine made Cuban cigars in the UK.
‘Having well trained and engaged staff will help wholesalers provide the best possible service’ Patrick Toms, Imperial Tobacco head of distributive sales Commenting on the impact of the public smoking restrictions, Toms says: “They have unquestionably had an impact on the cigar segment – especially in pubs, restaurants and the workplace. A nice meal out can no longer be concluded with a brandy and a cigar, whilst large cigar brands are not deemed an everyday smoke any more because smokers prefer to enjoy them in a relaxed environment where they do not have to rush. “Miniature cigar brands are growing their share of sales as they can be smoked in the same time as a cigarette outside a pub or workplace. However, adult smokers can still enjoy a cigar at home, providing the opportunity to reward themselves with an affordable luxury.” Mike Edwards, head of wholesale, symbols & independents at JTI, makes an important point about miniature cigars. “Independent retail outlets outperform versus the total market when it comes to miniature cigar sales, with miniature cigars accounting for 63% volume of all cigars sold through independent shops. “Miniature 10s is currently the best-selling cigar pack format in independents with 58% share of the market and growing, so depots should stock up on brands such as Hamlet Miniatures to capitalise on this (Nielsen Market Track June 2012).” Highlighting the opportunity over the coming weeks, head of communications Jeremy Blackburn says: “Last year, cigar volume sales in December increased by 6% compared to the preceding month. This volume growth is equivalent to an extra 2.4 million cigars sold and a gross retail value increase of £1.4 million. “Hamlet is the largest contributor to additional cigar sales over Christmas, accounting for 0.8 million extra cigars sold (Nielsen MarketTrack December v November 2011).”
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New limited-edition tins have been introduced in time for Christmas.
Blackburn continues: “For retailers, it’s all about ensuring that they are offering the right range of cigars to capitalise on seasonal profit opportunities. Adult cigar smokers are very brand loyal, so choice and availability is key to driving cigar sales over the festive season. Cigars are a good revenue stream, and even more so during the festive season.” JTI has launched three limited-edition tin designs for Hamlet in time for Christmas. Available from 1 November, the three ‘manly knowledge’ designs, printed directly inside the inner lids of Hamlet 5s, Hamlet Miniature 5s and Hamlet Miniature 10s, feature etiquette wit. The tins can be identified externally by a ‘Limited Edition’ motif printed on the outer lid, and the cigars are protected by a translucent inner liner. JTI is supporting the limited-edition tins in cash & carries with shelf wobblers and posters. In a survey of 250 UK retailers in 2011, 61% said Hamlet was the top selling cigar brand in their store. The Hamlet range accounts for 33.3% volume share of the total cigar market (Nielsen Market Track volume share Aug 12 YTD) and last year generated £112m in retail sales (Nielsen Market Track 2011). JTI has recently introduced a new-look pack for King Six, the leading value large whiff cigar, which provides adult smokers with the unique proposition of six cigars in each pack rather than the standard five. The new packs feature modernised lettering on the King Six logo along with a revised cut-out crown emblem which displays the cigars. Rupert Hinde, JTI wholesale & symbol sector manager, states that the distributive trade is an “incredibly important part of JTI’s business”. He says: “To us, it’s all about partnerships so, from the major buying groups to the smaller family-run businesses, 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.” Hinde’s top three tips to ensuring a successful tobacco room are: 1. Understand the customer and make sure you always have what they need – 24/7 availability of core and growth brands is key.
• Cash & Carry Management • November 2012
2. Maximise space to increase cash flow – reduce your stock holding of slower moving brands and ensure premium presence for your top 10 selling SKUs. 3. Take the time to speak to your local tobacco rep – use the information they have available to maximise sales.
For further information: Imperial Tobacco (0117) 963 6636 JTI (0800) 163503 Scandinavian Tobacco Group UK 020-8731 3400
‘Do what you really want’ This month’s article features Michael Spinks, managing director of Essex Foodservice Group. What has been the major milestone or turning point of your career? Joining the business (Essex Foodservice Group) back in 1975. It’s been all downhill since then. Do you ski? Who has been the biggest inspiration to you? Nobody stands out. I respect Steve Parfett for his impact and the Employee Share Ownership project which sees the staff at Parfetts having a majority shareholding. How do you maintain a work/life balance and how have developments in technology affected this? I don’t. What is a smartphone? What most frustrates you in business (and in life generally)? The passing of the years. All my precocious mathematical and running abilities have been destroyed by the passing of the years and what I have I acquired in return? (A keen runner, Michael and fellow members of Haringey Athletics Club were credited with pushing Sebastian Coe so hard during training in 1983 that they helped him win his second gold medal for 1,500 metres at the Olympic Games in 1984.) If you were able to retire tomorrow, would you, and if so, how would you spend your time? I could, but I couldn’t. Maybe repeat the holiday of a lifetime and return to the South Island of New Zealand and maybe not come back.
First from Cambridge Michael Spinks went from achieving a first-class honours degree in Land Economics and being a senior scholar of Gonville and Caius College, Cambridge, back in summer 1975, to being best qualified van-boy in London during the autumn of that year! He has remained with Essex Foodservice Group ever since, becoming buying director in 1978 and managing director in 1987. He describes the subsequent period as “25 years of getting most things wrong and the odd thing right”. Established in 1853, Essex Flour & Grain is now called Essex Foodservice Group. It trades under the EFG, Essex Flour & Grain Co and Walter Clarke names from sites in Hackney, Baldock (Herts) and Meldreth (Cambs). The company, which has been owned by the Spinks family since 1936, hit the headlines in 2010 when Spinks stood as a Parliamentary candidate at the General Election to protest about the Olympics being held on his doorstep. His foodservice warehouse in Hackney is just a matter of yards outside the zone where businesses were paid to relocate, and he didn’t receive a penny in compensation.
Michael was a very successful amateur runner.
What advice would you give someone starting his/her first job? Try your damnedest to do what you really want to do whilst keeping balance in your life because your sense of balance may get eroded. What type of business would you have gone into if it wasn’t C&C/wholesale? Green energy. If you had a million pounds to invest in business, how would you spend the money? I need the million to cover the current ambitions, ie backing start-up businesses in our field and in green energy plus I need that to facilitate our relocation from Hackney Wick to a new site in the Enfield area (see News p.7).
Cash & Carry Management
• November 2012 • 29
christmas drinks: spirits
Off-trade uplift Alcoholic drinks are worth almost £11 billion in the off-trade, reflecting a 4.7% advance. Within this channel, cider value last year grew by 10.7%, beer by 7.6%, spirits by 4.5% and wine by 3.2% (source: Kantar Worldpanel year to 8/7/12). Diageo, the world’s leading premium drinks business, has launched an in-store media drive, encouraging shoppers to serve ‘more exciting’ drinks over the festive season. The ‘Add Colour to Christmas’ campaign challenges beer and wine as the at-home drinks choice over the festive period. Rolling out nationwide this month, the initiative will be brought to life in stores with high-visibility displays, posters and point-of-sale material both in and out of the main spirits aisle, urging consumers to ‘serve delicious festive drinks’, such as Smirnoff vodka & cranberry, Tanqueray gin & tonic, or Baileys on ice. Research shows that while 50% of shoppers host regularly, spirits only account for 20% of the total beers, wines & spirits consumed during these occasions, leaving a massive opportunity to drive greater spirit sales this Christmas. Katherine Abram, a Diageo senior category development manager, says: “We know that hosts are increasingly looking for simple, inventive ways to ensure their guests have a great time, and, crucially, we know that they are open to exploring new ways to drink spirits when entertaining at home. “By putting spirits at the heart of winter social occasions, the ‘Add Colour to Christmas’ drive will educate consumers about the spirits category at point of purchase and drive sales during arguably the most critical season in the retail calendar.”
Tapping into this huge opportunity, the drinks giant is offering four packs of Guinness (440ml) and Red Stripe (484ml) both at £4.89 and ‘2 for £3’ on its best selling pre-mix cans. Price-marked packs of 35cl and 50cl Smirnoff No 21 (£7.49 and £10.49) and 35cl Bell’s (£8.49) have also been introduced. Roz Nash, senior category development manager for convenience says: “By introducing price-marked spirits, beer and pre-mix skus to their shelves, convenience retailers can offer what shoppers see as a promotion and drive greater rate of sale than the unmarked packs. “The potential behind offering PMPs is huge. A recent trial we conducted on price-marked Smirnoff No 21 produced a sales uplift of 69%, with an average of 3.8 extra bottles sold per week versus non-promotional bottles.” In addition to the price-marked skus, unmarked versions are available. Another Diageo innovation sees Smirnoff vodka launching a ‘Yours for the Making’ initiative as part of its £7m Western Europe media campaign. The UK drive features a 60-second commercial showing how good life can be and linking that theme with music and night life.
New packs for convenience The leading supplier has also introduced a new price-marked pack range for the convenience channel. Included are bottles and cans of the company’s best-selling brands, such as Smirnoff No 21, Bell’s, Captain Morgan’s Spiced, Guinness, Smirnoff Ice and the pre-mix selection. him! research shows that price-marked packs can improve shoppers’ perception in convenience retailers, with 86% saying they would trust a price-marked item over the price onshelf, and 70% viewing PMPs as a promotional item. They are also willing to pay more for ‘convenience’, but need reassurance they are getting value. Price-marked packs can give consumers confidence that they are paying a fair price. And while 60% said they would not consider buying beer from a convenience store, 94% said they would if it was price marked.
Price marking for Diageo’s leading whisky brand.
• Cash & Carry Management • November 2012
Sowing the seeds of growth Harveys Bristol Cream, from Maxxium UK, is reinforcing its status as the UK’s No.1 sherry with a Christmas on-pack promotion. Running across 375,000 bottles, the gardening-themed giveaway is part of the ‘Harveys Half Hour’ campaign which encourages consumers to take some ‘me time’ every day. The neck-hanger initiative, available in multiple grocers, independent specialists and cash & carries, offers consumers a complimentary packet of Thomson & Morgan Blue Cornflower or Californian Poppy Sun Shade seeds on each bottle. It also promotes the ‘signature serve’ Harveys Bristol Cream over ice with a slice of orange. Christmas is the major trading period for the drink and the most important time of year for total sherry sales, with 39% of annual volume sold in the 12 weeks of Christmas. Brand manager Jane Wilson told Cash & Carry Management: “Last Christmas, Harveys boasted a 32% share of the category. The Christmas seed promotion is designed to continue that success this year.
the twelve days of Christmas
the importance of Christmas…
a range of sizes…
the most perfect gift…
A third of all Spirits sales occur in the 12 weeks to Christmas*.
1 in 4 of all Convenience Spirit sales are 35cl.*
Make sure your range, space and promotional focus is on the key seasonal categories: Malt Whisky, Cognac and Liqueurs.
The number one reason for a convenience spirit shopper to purchase a bottle is that is ‘suited their needs’ and they are most frequently purchasing Spirits to drink at home.** Smaller sizes meet this demand.
17% of all Spirits are purchased as gifts in convenience.** Ensure you have a range of giftable SKUs across multiple price points.
Christmas is the No.1 Spirits occasion** and continues to represent a big opportunity for retailers.
35cl offer an affordable entry price point for premium categories such as Malt and Cognac with little cross-over from 70cl. 20, 35 and 50cl are all driving substantial market growth and are promoted less as the price is already appealing to the shopper, a real opportunity to drive profit.*
Christmas accounts for 49% of Spirit gifting occasions so it’s important to get it right.** Consumers are willing to spend more on a gift than a standard bottle with the average purchase being £15-£25.** The Top 3 gifting categories to focus on are: Malt Whisky, Vodka and Blended Whisky.**
make the premium choice stock-up now for Christmas Enjoy responsibly
Source: *Nielsen Scantrack 18.08.12 **HIM Spirit Track 2012
WITH THE BIGGEST SELLING SPIRITS BRANDS* Spirits are increasingly important at Christmas, as they account for 27% of alcohol sales vs. 22% the rest of the year
Baileys #1 cream across total off trade and RTM*. Smirnoff #1 total off trade spirit brand. Gordon’s #1 Gin across total off trade & RTM. Captain Morgan’s Spiced #1 spiced rum across total off trade & RTM. Bell’s #1 RTM blended whisky. *Source: Nielsen value sales 12 w.e. 31.12.11 The BELL’S, SMIRNOFF, CAPTAIN MORGAN’S SPICED, GORDON’S, BAILEYS words and associated words and logos are trade marks. DIAGEO © 2012
christmas drinks: spirits and, by focusing on these variants, we can satisfy consumer demand while bolstering our product portfolio through product and packaging innovation.” The return of Sourz Spirited Apple & Cranberry is being supported with drinks recipes at www.sourz.co.uk alongside promotional material and online competitions throughout the key trading periods of Halloween, Christmas and New Year. The new activity is part of a £10m annual investment in the brand, including a fully integrated ‘Get Sorted For…’ campaign, which features tv commercials for both Sourz and new Sourz Fusionz, media partnerships with MTV, Capital FM, FHM and More!, a national sampling campaign, festival experiential activity and bespoke trade support. Sourz, which has a 15% abv, has six variants in the core range: Apple, Raspberry, Cherry, Blackcurrant, Tropical and Pineapple. Maxxium UK, part of the global sales and distribution alliance between Beam Inc and The Edrington Group, also markets The Famous Grouse and Teacher’s Scotch, Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore malt whisky, imported Jim Beam, Maker’s Mark, Knob Creek and Canadian Club, Courvoisier and Fundador cognac and brandy, Stolichnaya vodka, Sauza tequila, Brugal and Cruzan rum, Bols liqueurs, Galliano, Vaccari and After Shock. Ongoing theme for top sherry brand.
Limited editions “This is the second on-pack promotion for Harveys Bristol Cream this year and continues our commitment to driving reappraisal of the sherry category by demonstrating the drink’s versatility and relevance for today’s busy consumers. “It will resonate with our target audience who have a passion for the outdoors and gardening and build on the success of our nationwide sampling campaign. Since 2011, we have invested in one million ‘Harveys Half Hour’ themed on-packs and sampled the new signature serve to over 250,000 consumers.”
‘By focusing on limited editions, we can satisfy consumer demand while bolstering our portfolio’ Eileen Livingstone, marketing controller, Maxxium Harveys is also the exclusive sherry sponsor of the Ideal Home Show at Christmas at London’s Earls Court this month. Data: Nielsen sherry volume 12 weeks to 31/12/11.
Sourz, Maxxium’s non-cream liqueur, has reintroduced a limited-edition favourite, Spirited Apple & Cranberry. Its revival follows the success of the Spirited Summer Berry variety. Apple & Cranberry, in a blue and silver bottle, is available in both on and off-trade outlets. Marketing controller Eileen Livingstone says: “Our limited editions have proven hugely popular with Sourz drinkers
• Cash & Carry Management • November 2012
Hi-Spirits, which distributes Buffalo Trace Distillery’s bourbon, has launched five styles of whiskey as limited editions. They are: Eagle Rare 17 Year Old (distilled in 1993 and described as ‘dry and delicate, with hints of leather, almonds and tobacco’) George T. Stagg (distilled in 1995 and with an abv of 71.4%, ‘tasting of rich dark chocolate, coffee and vanilla’) Sazerac Rye 18 Year Old (rye whiskey featuring ‘intense spice with underlying sweetness and a dry finish’) Thomas H. Handy Sazerac Rye (distilled in 2006, 66.2% abv, with a ‘lingering’ flavour of cinnamon, dark fruit and allspice’) William Larue Weller (distilled in 200, 65% abv, ‘with a flavour of dark vanilla, almond and plum’). Rsp of the limited-edition whiskeys will be between £80 and £90.
• • • • •
Spinning for prizes E&J Brandy has launched a ‘Spin to Win’ activity, featuring exclusive promotions in cash & carries throughout the country, targeted at convenience retailers. There are two aspects: A national text-to-win initiative, in which trade customers who purchase any case of the brandy can enter the competition and win instant prizes, including iPads, watches and free stock. A Spin the Wheel tour, visiting several key cash & carry outlets. Between now and December, promotional staff will invite customers purchasing any three cases of E&J Brandy to spin the wheel, giving them a chance to win a Kindle or free stock.
CHRISTMAS NUMBER ONES
Donâ€™t miss out - Stock up now with the biggest brands this Christmas!
HARVEYS BRISTOL CREAM
THE FAMOUS GROUSE
Harveys is the undisputed No. 1 sherry brand in the UK* and grew 37.7% over Christmas 2011 versus the previous year.***
Courvoisier is the No. 1 cognac in the UK with 61% market share*. In Impulse stores over Christmas 2011, Courvoisier was the No. 1 cognac, growing 10.9% on the previous year.***
The Famous Grouse was the No. 1 blended whisky over Christmas 2011 selling a massive 1 in every 4 cases within the blends category.**
Sourz is the No. 1 non cream liqueur in the UK* and over Christmas 2011 Sourz had nearly a quarter (24.9%) of the entire category share in Impulse.***
FOR MORE INFORMATION ON HOW TO MAKE GREAT MIXED DRINKS: Sources: *Nielsen MAT to July 2012 **Nielsen Scantrack, 12 weeks to 31.12.11 ***Nielsen Scantrack, 12 weeks to 24.12.11
christmas drinks: spirits & rtds Advertising drive
For ‘discerning 25 to 45 year-olds’.
Artisan range Global Brands has revived Hooper’s, an artisan range of ‘uniquely British’ alcoholic beverages made with natural ingredients. Dandelion & Burdock, Ginger Brew and Cloudy Lemonade have been created to appeal to ‘discerning 25 to 45 year-old drinkers’. Available in 500ml bottles, the traditional flavour drinks, with an abv of 4%, are designed to be served over ice for ‘a relaxed, refreshing drinking experience’. The brand takes its name from William Hooper, an explorer who travelled the globe in the early 1800s searching for inspiration for a range of refreshing alcoholic drinks. The original Hooper’s Ginger Brew dates back to 1817. Global Brands has signed a licensing agreement with Molson Coors Brewing Co to revive the new-look range in the UK. Heavyweight investment for the launch focuses on communicating Hooper’s as ‘True British refreshment’. Support also comes in the form of premium branded point-of-sale material, including wooden ice buckets, branded glassware and back bar displays. Marketing director Simon Green says: “Traditional RTDs are still worth over £600 million (CGA on-trade data MAT March 2012/Nielsen off-trade data April 2012), and fruit ciders and alcoholic ginger beers are driving very strong growth as consumers favour sweeter tasting drinks. The Hooper’s range meets evolving consumer needs for refreshing, classically British flavours with heritage and a modern twist.” He adds: “Our range offers consumers the opportunity to discover new and interesting flavours while allowing customers to capitalise on the current trend for nostalgia brands made using traditional techniques and natural ingredients.”
• Cash & Carry Management • November 2012
Whyte & Mackay is running a series of advertisements in The Sun over the winter to increase awareness of its range. The ads – online and in the newspaper itself – feature the flagship Whyte & Mackay blend, Jura single malt, Glayva and Vladivar vodka. They are expected to be seen by more than 12 million people. Not only is the drinks supplier advertising in The Sun, but Russian Standard vodka will once again appear on tv in the ‘Vodka as it should be’ campaign. Further consumer facing activity for the key Christmas brands will take place for Jura whisky, with consumers being given the chance to win a million pennies as part of a ‘Superstition’ campaign. Additionally, the recently launched Vladivar Flavours range is giving away Christmas party kits and cocktail recipes via social media channels, while Cockspur spiced rum is ramping up its social media communication over the winter with a series of consumer giveaways and other activities. John Bradbury, Whyte & Mackay UK sales director, says: ‘Christmas is a key selling time, so we wanted to ensure our brands are at the forefront of consumers’ minds over this period. Greater media “Our brands have performed communication. strongly this year. We are pleased to have the world’s second fastest growing malt brand, Jura, while Russian Standard has been growing 25 times faster than the vodka category. “That’s why we want to ensure that we continue this momentum and build a strong Christmas campaign for our brands that will encourage consumer pull-through.”
Charity raiser Bell’s blended Scotch whisky from Diageo is partnering with British Forces charity, Help for Heroes, to launch a limitededition ‘Bell’s Help for Heroes’ bottle, as part of its mission to raise £1m for the organisation. Around four million bottles are available from this month in the on and off-trade. For every one sold, 10p will be donated to the charity.
For further information: Diageo GB 020-8978 6000 E&J Brandy (01895) 813444 Global Brands (01246) 216999 Hi-Spirits (01932) 252100 Maxxium UK (01786) 430500 Whyte & Mackay 0141-248 5771
NEW VLADI GREAT FLAVOURS
FROM VLADIVAR. 5H[PVUHSHK]LY[PZPUN ]V\JOLYJHTWHPNU^PSSIL ZLLUI`V]LYTJVUZ\TLYZ :H[PZM`PUNLTLYNPUN JVUZ\TLYKLTHUKMVYUL^ [HZ[LZ ÅH]V\YL_WLYPLUJLZ ()=I\PSKPUNVU[OL NYV^[OVMSV^LY()=WYVK\J[Z ^P[OPUV[OLYJH[LNVYPLZLN ILLY^PULJPKLY JSIV[[SLMVYHUPKLHS JVU]LUPLUJLVMMLYPUN
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staying happy being No.2
• Russia’s best-selling PREMIUM vodka, distilled and bottled in St Petersburg • £3.5m UK investment in TV and Cinema campaign during 2012 • UK’s no 2 PREMIUM vodka branding growing at +28%* • Now distributed by Whyte & Mackay, contact your Account Manager for details
*source: Nielsen data MAT volume w/e 26.05.12
christmas drinks: wine
Sales rise by a third in on-trade Both red and white varieties see a leap in consumption during the festive season. “The cash & carry market must take into account the trends occurring in both the on and off-trade in order to cater for their customers throughout the festive season and beyond,” says Clare Griffiths, European marketing director for Accolade Wines. She points out that in the on-trade, wine sales increase by a third during December compared with November, while in the off sector they rise by 7.5% in the six weeks leading up to Christmas (Nielsen). “At Christmas, consumers enjoy more time with friends and family, celebrating, socialising and spending money, so licensees and retailers will be capitalising on the opportunity and tapping into seasonal consumer habits.” Griffiths says that sales of red wine in the on-trade increased by more than 41% last Christmas, with white wine growing by 23%. “Sparkling wine is a popular choice during the festive season and it is becoming increasingly popular each year. Sales of this category grew by 14% last Christmas. “Wine is still the most popular drink to accompany the traditional Christmas dinner, so it’s vital that cash & carries have the right range available for their customers.” She says this should include best-sellers such as Hardys and Stowells, describing Stowells as “an accessible and trusted wine brand that offers consumers great quality from around the world. “Sales grew by 26% in the ontrade in December last year compared to the month previously. In the off-trade, Stowells rose by 22% during the six-week preChristmas period.” Accolade drinks come in Griffiths adds that Hardys, “the cans as well as bottles. second leading brand in the on-trade, just behind Stowells”, last Christmas saw sales grow in this sector by 31% during December compared with the previous month. “The key to its success in the UK is the sub-£10 bracket, which creates strong brand awareness, and its high-profile marketing activity, including the sponsorship of popular Channel 4 show, Come Dine With Me. Lighter styles marketed by Accolade Wines include white and rosé varieties under the Banrock Station label. Both have a 5.5% abv, containing just one unit of alcohol per 125ml serving and 60 calories – 30% less than a standard glass of wine.
• Cash & Carry Management • November 2012
The company also offers the ‘Sparkling Collection’ in cans. The range includes Stone’s Ginger Punch and Hardy’s Sparkling White Peach Bellini and Strawberry Bellini. Data CGA unless shown.
Additional brands The latest brands to join the range marketed by Legacy Wines, the impulse division of Kingsland Wines & Spirits, are Juicy Grape and Wonder Wines. Juicy Grape, which is a Californian wine label, is an umbrella brand, its first output being ‘approachable mid-tier’ wines. Called The Big Crush, the drinks are being dubbed ‘Californian sunshine in a glass’. The eyecatching labelling is aimed at the younger consumer. The initial range consists of a Pinot Grigio, Merlot and Grenache Rosé, each with an rsp of £6.99 off promotion and £5.49 on promotion. Marketing manager Laura Delooze comments: “We are delighted to be adding a Californian brand to the Legacy collection. The Big Crush wines A taste of California. are a great representation of what the US state has to offer. The feedback after the launch has been nothing but positive.” Under the Wonder Wines banner, Legacy Wines has launched a range from south eastern Australia, using a theme called ‘The Board Meeting’, which pays homage to the 1950s surfing boom, particularly in Australia. The initial varieties are Chardonnay, Shiraz and Cabernet Rosé, again with rsps of £6.99 off promotion and £5.49 on promotion. There are plans to launch additional styles shortly. A camper van will be taken to various events so that consumers can sample all new Legacy wines.
Targeting impulse Concha y Toro’s leading wine brand Casillero del Diablo has enlisted a team of merchandisers to generate activity in the impulse sector. Greg Byrne, Kieron Hanley and Craig Saunders have
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• Growing at +10.1% in Impulse*
• High consumer recognition
• Wide range of styles and varieties
• New consumer ad campaign
For further info please contact firstname.lastname@example.org
* Source – Nielsen MAT Value 18/08/12
christmas drinks: wine joined CYT UK as sales & merchandising representatives to communicate with independent retailers. They will make range recommendations, offer merchandising advice and supply creative instore point-of-sale material. Casillero del Diablo’s value is growing at 8.9% in the impulse trade (Nielsen impulse MAT value 21/7/12), despite the wine market being relatively flat. Merchandising team leader Andrea Lewis says its strength lies in its consumer recognition and quality, making it a trusted brand and must-stock product. The new team will convey this message to independents. Lewis adds: “The team members are currently on the road identifying the top tier licensed independents.” All the wine is produced from grapes in some of Chile’s top winemaking regions – from the Limari Valley in the north to the Maule Valley in the south. Since 2008, Diablo wines have received some 125 awards at international wine competitions, including 13 gold medals and 30 silvers. FirstCape Wines, global sponsor of the British & Irish Lions 2013 Tour, has launched what it describes as its most aggressive independent and C&C/wholesale distribution drive in its 10-year history.
Ashdown, will help drive new shoppers to the category by offering something to suit a broader range of consumer tastes. “Both new products deliver the Blossom Hill philosophy of easy taste enjoyment – with accessible flavour profiles and easily identifiable packaging. “The new lines have proved to be highly incremental to both the brand and category during trials, growing the total Blossom Hill Classic range by 30%.” She points out that consumer research shows that wine style is very important when making a selection in-store. “Having a taste that consumers will enjoy is the number one driver of wine purchase, with two-thirds of consumers using wine style as a way of identifying the wines they know they will like (Milward Brown research among female drinkers, aged 25-55, 2012).” The launches are being supported by extensive point-of-sale material, which focuses on communicating the taste of the new wines to help consumers make their choices.
Impulse increase Less than a fortnight after the Lions campaign kicked off with the announcement of the new head coach, the wine supplier confirmed it would be rolling out a free stock deal through impulse partner SHS for the brand’s FirstCape Light, Café Collection and full strength wines. Steve Barton, joint UK director of Brand Phoenix, owner of FirstCape Wines, says: “The British & Irish Lions tour of Australia will have a huge and relevant consumer audience, given the core wine buying demographic that follows the Lions across England, Scotland, Ireland and Wales.” Despite FirstCape being a top five selling wine brand in the UK, its greatest distribution opportunity, Barton believes, lies within the impulse channel, where the brand has only recently entered the top 10. He feels there is a sales opportunity of around £35m. Barton adds: “FirstCape launched in the impulse channel only four years ago and we are already hitting top 10 status and growing by 11.9%.” All data Nielsen May 2012.
Two variants Blossom Hill, from Percy Fox, has extended its ‘Classics’ range with the introduction of two new flavour variants – a ‘fresh and juicy’ white and a ‘smooth and spicy’ red. Classic Soft & Fruity Red and Crisp & Fruity White are claimed to be the UK’s leading branded red and white wines and are growing at 1.1% and 9.3% respectively (Nielsen). The new variants, says brand marketing manager Liz
• Cash & Carry Management • November 2012
David Mallory, channel controller UK impulse & on-trade at E&J Gallo Winery, says that last year sales of the company’s wine increased by 4.4% in the impulse sector alone, so independent retailers should be prepared to take advantage of this uplift. He comments: “During Christmas and new year there is an obvious increase in social activity. We see consumers purchasing wine and spirits on a more frequent basis to help them celebrate the festivities. “Shoppers are predominately purchasing wine on impulse for immediate consumption or looking for a gift.” He advises independents to ensure that chilled areas are well stocked with white and rosé styles. Mallory also suggests that wines & spirits which are ‘ideally suited to the festive season’ should be positioned out of their sections and alongside other products, such as mixers and food. He adds that the Gallo Family Vineyards range should be a must-stock, picking out white zinfandel and white grenache as two of the most popular styles.
For further information: Accolade Wines (01483) 690000 Concha y Toro (01865) 873713 E&J Gallo (01895) 813444 FirstCape Wines (SHS) (01452) 378532 Legacy Wines 0161-333 4300 Percy Fox (0845) 601 4558
christmas drinks: sports & energy
Major player in impulse The sports & energy sector is worth £574m in impulse alone, and the category is forecast to grow by 50% over the next three years. With the continued growth of energy drinks across the entire trade, it’s no surprise that this category is again predicted to be the main driver in soft drinks, says Red Bull trade communications manager Tom Smith. He adds that sports & energy is expected to deliver 50% of soft drinks growth by 2015 (Mintel). “As part of this, energy drinks is the only sub category which is forecast to deliver consistently strong growth over the next three years. In impulse, sports & energy is outperforming total soft drinks, growing at 5.8% versus 0.6%, meaning the category is worth a massive £574m.” Smith says that the success of the category, and of Red Bull, has developed from a better consumer understanding of the role that energy drinks can play in shoppers’ day-today lives. “The purpose of energy drinks is to meet a need at a time when energy is required. This makes the category relevant to a variety of consumers across a number of different occasions. This could be an office worker needing a post lunch pick-me-up, a driver embarking on a long journey, a sports person wanting to be at his/her best on the pitch or a student studying into the night.” In the impulse channel, sports & energy is the biggest segment of soft drinks, commanding a 24% share. It can be further split into three sub segments: functional energy (such as Red Bull) refreshment energy (Lucozade) and sport (Lucozade Sport). Functional energy is the largest, commanding a 56% share, with Red Bull, valued at £132.5m in impulse, leading the way, says Smith. “Within sports & energy, in impulse the top 20 skus deliver 72% of value sales, which means retailers should have a focused range and not give space to products which add little or no value.” Smith also recommends the trade should consider how much space they give each sku and the value each line is
Still flying high in the growing category.
• Cash & Carry Management • November 2012
delivering to their business. While value to the category is being driven by the market leading, branded products, value brands also have a role to play. However, Smith adds: “Retailers should support the brands that drive good cash margin and profit and not trade consumers down to cheaper alternatives.” Red Bull, the leading functional energy drink, has a 22% share in sports & energy. Its range of skus are all claimed to feature in the top 20 sports & energy products list as they fit different usage occasions. In addition to the iconic 250ml can, representing the No.1 cash rate of sale sku in soft drinks, the supplier markets 355ml and 473ml sizes as well as the new Red Bull 330ml resealable bottle. Smith comments: “The 473ml can, which is a favourite among students, has recently benefited from a redesign to feature one of the brand’s heroes, stunt rider Travis Pastrana. “The £1.99 price-marked ‘Travis Can’ carries a QR code, leading consumers to exclusive digital content via their smartphones. It’s here where they will also get to ‘Challenge Travis’ by inventing stunts for him to undertake, which he’ll select and perform live on his new tv show, Nitro Circus Live. “The on-pack promotion perfectly sits alongside a fixed price mark, with 98% of consumers saying they would buy a price-marked soft drink – more than any other category.” Also available in the Red Bull range is Sugarfree, which has all the benefits of the standard drink, but with just eight calories. This sku is being supported by a £2m investment this year.
• Place signpost brands at eye level • Signpost brands should be at the centre of the planogram to drive the most penetration in soft drinks • Sub category blocking should be vertical for ease of shop. The quicker it is to find a product, the more money is made per shopper minute Use the stair step approach – stocking sizes next to each other. This will encourage consumers to increase their weight of purchase. In terms of brand visibility, Smith points to various events where consumers across the UK can experience the Red Bull brand first hand. The Red Bull Racing support of Formula 1 adds to what he describes as “a huge programme, plus communications and above-theline campaigns to drive awareness, trial and education throughout the year ensuring the ongoing success of the category.” The drink has also made appearances on tv and in cinema, with the launch of its first core brand advertising campaign away from the classic Cartoon style. The ‘World of Red Bull’ features athletes, events and properties from around the world.
Data: IRI impulse 12/6/12 unless shown.
christmas drinks: sports & energy Says Gray: “The contemporary design has been created to appeal to our core target market of young adults, students and young working professionals with energetic, fast-paced lifestyles. “Boost is a fun and energetic brand that is constantly re-inventing itself with innovative and creative ideas that result in greater sales opportunities. “We recognise the need to evolve our packaging, and other exciting developments are in the pipeline for next year.”
The Sports range comes in price-marked and unpriced packs.
That extra burst of energy! “Christmas puts many demands on people’s time, with work and family celebrations often taking place day and night over a couple of weeks. So an extra burst of energy is always welcome,” says Boost Drinks managing director Simon Gray. He adds that people who would not normally consume energy drinks will therefore be more likely to do so over the festive period. “This, combined with the huge growth in the market in the past few years, means that this Christmas is set to be one of the biggest ever for energy drinks.” Gray adds that the supplier’s most popular products at this time of year are Boost Energy one-litre bottle (“ideal for drinking at home either as a mixer or on its own”) and 250ml Boost Energy cans for extra energy on the go.
‘To achieve maximum sales, we need to think like consumers when purchasing for our businesses’ Simon Gray, managing director, Boost Drinks He comments: “My advice for C&C/wholesalers is not to underestimate the demand for energy drinks this year and that there are huge opportunities for Christmas, particularly for those using clever incremental features that combine merchandising displays with linked deals. “We are all consumers and just need to remember to think like that when purchasing for our businesses to achieve maximum impact and sales.” Boost has also recently produced a new packaging design across the Sports range, including the 500ml bottles in Orange, Mixed Berry and Tropical Berry flavours. They are price-marked at 65p and are also available unpriced.
• Cash & Carry Management • November 2012
Enco Products is attracting new consumers to Nurishment, its leading nutritionally enriched drink (IRI year to 7/7/12) with the introduction of a new variant, Peanut (rsp £1.15). It is the latest addition to a range which includes six flavours, all in ring-pull cans. “Nurishment has a loyal base of fans who have been clamouring for a new variant for some time, so of course we wanted to meet this demand,” says Nyree Chambers, head of marketing for the company, part of the Grace Foods UK Group. “The creamy, rich texture of Nurishment Original, coupled with the popular peanut taste, is a winning combination that we know both new and existing fans will love.” Last year the brand relaunched its Original Mango variant – a limited edition which was reintroduced as a permanent fixture due to demand. Chambers says that more than 17 million packs of Nurishment Original are sold annually. It is the fastest growing impulse brand in the flavoured milk drink category (Nielsen impulse year to 25/5/12). “As consumers’ lives become increasingly busy, demand is growing for functional beverages such as Nurishment, which supplies consumers with much of the day-to-day goodness they need, including vitamins, minerals, calcium and protein. “Now is the perfect time for the trade to stock up on this new variant, which will attract new consumers to the fixture and remind brand loyalists why Nurishment is their number one when it comes to enriched milk drinks.”
Pink variant GlaxoSmithKline has added a Pink lemonade variant to the Lucozade Energy range. It is available in the following pack sizes: 24 x 380ml (in 95p price-marked packs and in unpriced bottles), 24 x 500ml, 12 x 500ml and one-litre. Brand manager Roxana Parvizi says: “NPD is a key
BIG CAN. BIG PROFITS. RED
ICE MARKE PR
B U LL 4 7
LIMITED EDITION. TRAVIS PASTRANA 473ML HERO CAN. There’s a big name currently on the stunt rider circuit – the world renowned Travis Pastrana. He might not be a familiar face to you (yet) but he is to your big can energy customers, so it seemed only fitting that he should be the Red Bull hero to
launch the new 473ml price marked can. It’s also worth mentioning that 98% of your customers tell us they would rather buy a price marked soft drink.* With Sports & Energy now the largest and fastest growing category in soft drinks
and Red Bull generating more cash profit than any other energy brand,** the new Red Bull 473ml price mark can will be a hero on your shelves too – no stunts, just fact. Red Bull Gives You Wiiings.
*HARRIS INTERNATIONAL MARKETING (PRICE MARKING STUDY 2011 **AVERAGE PROFIT PER SKU BASED ON PUBLISHED PRICES IN NATIONAL C&C OCT 2011 WEEKLY CATEGORY WEIGHTED UNIT RATE OF SALE (UNAFFILIATED INDEPENDENTS 5W/E 1ST OCT)
christmas drinks: sports & energy driver for growth in the soft drinks category. This launch will generate strong sales for the trade.” Parvizi continues: “The Lucozade brand is becoming renowned for introducing consumer-centric, category changing NPD and Lucozade Energy Pink Lemonade is testament to this. “The brand delivered 43% growth to the sports & energy sector through NPD last year. With Lucozade Energy Cola, 53% of sales were incremental to the category (Kantar Worldpanel).”
Free stock promotion Monster Energy, distributed by Coca-Cola Enterprises, has launched a promotion offering 100 retailers the chance to win a year’s supply of the drink when purchasing from 110 cash & carries nationwide. To enter, they need only buy six cases of Monster Energy during the promotional period (October and November). The winners will all receive 120 x 12-pack cases, in total valued at more than £220,000. CCE head of energy Stuart Agates says: “Monster is now one of the UK’s leading energy drinks and we recognise that the brand grows through our customers bringing new consumers into the category. “This promotion will help to drive sales of the brand further and fuel the rapid growth the energy sector continues to enjoy.” The drink is claimed to have achieved 47.8% year-on-year growth, with sales valued at £62.7m (Nielsen total coverage 30/6/12).
Monster Energy’s latest promotion.
Fastest growing sector Energy is the fastest growing sector of soft drinks, worth £836m and growing at 15%. Within this, ‘big cans’ are expanding by 26%, with flavoured variants alone growing by 33%. Reflecting on these statistics, Adrian Troy, head of marketing at AG Barr, manufacturer of the Rockstar range, says: “Drinks presented in the ‘big can’ format are performing particularly well, and there are plenty of options for C&C/wholesalers and retailers looking to meet the growing demand.”
• Cash & Carry Management • November 2012
Rockstar is claimed to be the fastest growing ‘big can’ energy brand, growing three times faster than the market. In impulse, the brand’s performance is even stronger – fourand-a-half times faster than the market. Troy says that flavour is becoming a motivating factor for purchasers of energy drinks, who split into those who prefer original energy and those choosing fruit alternatives (Out of the Box shopper insight February 2012). He adds: “NPD is the key driver of growth. This year, we launched a new ‘big can‘ flavour, Fruit Punch, and Xdurance Berry and Xdurance Orange in 500ml PET to cater for those shoppers looking for a genuine energy drink, but in a resealable format – a new option on shelf.” Troy points out that, since the introduction, Rockstar’s new products have sold over 2.3 million units (internal figures). Data: Nielsen 23/5/12 unless shown.
Lighter style Marley’s Mellow Mood, from Grace Foods, has introduced a Mango Lite (soda) to its range of ‘relaxation’ drinks. Last year the brand sold over one million cases in the US and it is on course to treble that figure in 2012. In the UK, following a ‘soft’ launch, sales last year reached more than £2m. The brand, which captures the memory of former Jamaican singer Bob Marley, was created in partnership with the Marley family. A donation from every sale goes to the Marleys‘ official charity, 1Love.org. Brand manager John Mulvey told Cash & Carry Management: “The drinks taste great, look great, and with the enduring image of Bob on the can, they speak with a trusted voice to a whole new generation of discerning buyers.” Coinciding with the 50th anniversary of Jamaican Independence, Mango Lite (soda) joins a range which includes Berry and Citrus sodas alongside ice teas, Black Tea with Peach Raspberry and Passion Fruit & Green Tea with Honey. Mango Lite is the first low calorie variant. Following listings in branches of Tesco, the next priority is the convenience sector, with additional volume targeted through petrol station forecourts. Marley’s Mellow Mood was featured at Relaxation Generation, a youth oriented music event in the summer. It also sponsored the Pro Junior UK Surf Tour. In addition, the drinks brand linked up with Universal Films to promote the DVD release of the Kevin McDonald film Marley. Mulvey comments: “The relaxation drinks are just
christmas drinks: sports & energy one part of a wider lifestyle proposition; our consumer activation this year reflects that. “Clearly, we benefit from the musical heritage the Marley name affords us so music is a key lever. But our programme is broader than that and, equally, is about applying Bob’s message to a certain way of life. “Authenticity, sustainability and charity are the values that guide us and our dedication to them is borne out in our relationship with the Marleys’ global charitable platform.” Berry, Citrus and Mango Lite come in packs of 12 x 355ml aluminium cans (rsp £1.59) while NRB Black and Green Tea is in 12 x 500ml packs (£1.79). Stockists include Booker, Bestway, Batleys, Blakemore, Dhamecha, Parfetts and Palmer & Harvey.
What’s happening in wholesale? Best-in Stimulation is one of Bestway Wholesale’s topselling sports & energy drinks, with thousands of cases sold every week. In addition to the standard sku, two new flavours have recently been introduced: Exotic Tropical and Exotic Berry. Both are price-marked at 39p and allow the retailer 36% profit on return. Both new styles come in trays of 24. Best-in manager Nick Brown says: “Stimulation has been one of the most successful introductions of any drink at Bestway. It is now outselling all other energy drinks and branded soft drinks that we stock. “Demand has been very strong ever since its introduction and this can only grow with the introduction of the two new flavours.” Bestway also markets Best-in Enigee, which is available in two flavours: orange and cherry. The sparkling glucose drinks, described as having an ‘energy kick’, are pricemarked at 45p per bottle. When purchased at £2.99 per tray of 12 (during the launch period) this provides a POR of 33.5%. Now available in Bestway branches. Within the Best-in isotonic range, the most recent entrant is Tropical, which joined Orange and Raspberry styles. It is price-marked at 49p. According to Bill Laird, managing director of Today’s Group, sports & energy accounts for about 37% of the soft drinks trade in convenience/impulse and is growing at 10%, mainly from the energy segment. “Overall, sports drinks are in decline as consumers are a little confused as to the difference between the two, plus there has been a significant amount of NPD/promotion in energy drinks over the last few years,” he says. “This has given consumers much more choice, meaning more traditional sports drinks, such as Lucozade Sport and Powerade, are having a tough time of it as a number of their
• Cash & Carry Management • November 2012
traditional consumers have switched to new energy drinks.” Candidly, Laird admits that Today’s overall soft drinks category is in slight decline this year (minus 4.8% JanuarySeptember). He says this is in line with the marketplace and has been driven primarily by the poor summer weather. However, he adds: “Our energy drinks sales are showing strong growth at around 20%. Three brands are driving this performance: Emerge (up 34%), Rockstar (plus 267%) and Boost (12% higher). Confirming the enormous 267% leap by Rockstar, Laird says this was because it was price-marked at 99p – “the first time in three or four years they have done this. It will be worth over £1m in takings for our members this year.” While there are currently no Today’s brand energy drinks, Laird says: “Emerge currently fills that gap and has been an outstanding success for us during the past three years. In addition, this brand ensures we have a value offering; it also gives us depth of range alongside the aforementioned labels.
‘It is an interesting time for ownlabel versions of energy drinks as the market in general is swamped’ Bill Laird, managing director, Today’s “With such a consistently strong demand for Emerge, we can afford to take our time regarding the introduction of an own-label option. It is an interesting time for own-label versions of this product as the marketplace in general is swamped. “One or two of our competitors make much of their ‘ultra cheap’ own-label energy drinks and the sales impact they have. I am unable to comment upon the accuracy of their PR comments regarding volumes and margins!” Landmark Wholesale’s LSV sports & energy drinks range is claimed to be outselling all the major brands. The 18 products sell at less than half the price of leading labels, giving independent retailers a POR of up to 50%. Figures released in September showed the LSV range recording 31% growth for the year to date compared with the previous corresponding period. Says a spokesman: “It is by far the group’s biggest contributor to category growth.” The 250ml can is the top-selling product by volume within the group (Landmark Insight MAT data May 2012) and the LSV range as a whole has a 58.1% volume share and 35.4% value share of Landmark’s energy/sports business (SalesOut Actionable Insight October 2012).
For further information: AG Barr (01204) 664295 Boost Drinks (0113) 240 3666 Coca-Cola Enterprises (08457) 227222 Enco Products (01707) 322332 GlaxoSmithKline 020-8047 5000 Grace Foods (01707) 322332 Red Bull 020-7434 5670
*Symphony IRI Nutritional Foods 52 w/e June 16 2012
christmas drinks: soft drinks
Seasonal growth of 10.3% Some of the major soft drinks players outline their plans. Dave Turner, trade communications manager at Coca-Cola Enterprises, says that soft drinks last Christmas registered growth of 10.3% and revenue of £1.1 bn, representing a near £100m increase. He comments: “Coca-Cola is worth significantly more at Christmas than other popular categories, with sales standing at £185m, against £52m each for mince pies and turkeys. “Adult special drinks, like Appletiser, also grew strongly in the build-up to Christmas. The sector was up 14.4%.” From this month, the supplier is focusing on its three biggest festive brands, headed by Coca-Cola. A new tv campaign aims to evoke the magic of Christmas for consumers – and then convert that magic to purchase. The activity for Schweppes is entitled ‘Mix in the Festive Spirit’. Turner states: “Mixers and lemonade experience a strong seasonal sales uplift as friends and families come together at home for social occasions. There is plenty of opportunity for more growth this Christmas.” The coming festive period sees the introduction of limited-edition themed packaging for a range of Schweppes skus. Earlier this year, CCE’s Appletiser launched a ‘value for money’ 1.25-litre PET take-home pack, offering 66% more volume than the 750ml glass bottle for the same rsp. All data: AC Nielsen.
Movie partnership Following the signing by Sunmagic Drinks of an exclusive category partnership with 20th Century Fox and Ice Age 4, Razin Ali, the supplier’s national account & brand manager, says: “We’ve received some great feedback to date. “Many trade customers are pleasantly surprised with our partnership with the most successful animated film of all time, and they see the mutual opportunity to increase sales.” To mark the deal, co-branding has been applied to additional packs, with Ice Age 4 characters appearing on a range of products from the middle of this month to the end of May 2013. “We’ve chosen our biggest volume one-litre packs to boost retail distribution,” says Ali. “There is an on-pack consumer competition, with a family holiday up for grabs as well as various Ice Age 4 themed runner-up prizes provided by 20th Century Fox.” Film characters are appearing on the front of 24 x 200ml packs of 100% pure orange juice, apple and pineapple juice, and apple & blackcurrant juice drink.
• Cash & Carry Management • November 2012
The marketing includes advertising on Kiss FM, in consumer magazines and on Facebook. For the trade, there is supporting point-of-sale material, including A2 posters and wobblers. Says Ali: “For the Sunmagic brand, our Ice Age 4 campaign will reach several million consumers and continue to raise awareness well into the new year.” The company’s drinks include: fruit2day, a chilled range with ‘a piece of fruit in every mouthful’; 200ml carton of 100% pure Fairtrade orange juice; 200ml carton of apple & blackcurrant juice drink (pricemarked 39p); and 6 x 1-litre ‘Square Spin Top’ range in 100% orange, apple, pineapple and cranberry varieties.
Range of initiatives AG Barr is supporting its ‘must-stock’ brands over the festive season with a range of initiatives. Head of marketing Adrian Troy says: “The 12-week period leading up to Christmas is vital to the soft drinks market. On average, soft drink sales increase by an average of 11% over the festive period (Nielsen Scantrack). Last year, consumers bought four million IRN-BRU and Barr special Christmas packs (internal estimate).” The company is backing IRN-BRU with an on-pack promotion across its 500ml range. One lucky winner will be given a VIP tour to relive the Snowman’s journey from the brand’s iconic Christmas tv commercial, visiting Scottish landmarks including Loch Ness, Edinburgh Castle and the Glasgow Royal Concert Hall. Special imagery will feature on the following packs over Christmas: 500ml IRN-BRU and Sugar Free (standard and 89p price-marked pack); two-litre IRN-BRU and Sugar Free (standard and £1.49 PMP); multipack 8 x 330ml IRN-BRU and Sugar Free; and multipack 24 x 330ml IRN-BRU and Sugar Free (includes free Christmas cards in pack).
For further information: AG Barr (01204) 664295 Coca-Cola Enterprises (08457) 227222 Sunmagic Products 020-7326 7623
Protection in pregnancy HR expert Cate Ritchie (below) answers your questions on employment law.
We have an employee who is about to commence IVF treatment. Can you advise what our obligations are as an employer?
An employee has no statutory right to take time off work in connection with infertility investigations or treatment. Any time off for medical appointments in connection with IVF should be dealt with in the same way as for any other medical appointment. If the employee becomes ill as a result of the IVF treatment, she should receive sick pay in accordance with your policy. You should be aware, however, of recent case law stating that if the employee undergoes IVF treatment she will be afforded special protection at the stage where the ova have been fertilised even before implantation into the uterus. Following implantation the employee is regarded as being pregnant. If the treatment is successful and the employee remains pregnant she will remain protected until the end of her pregnancy and if the treatment is not successful the employee’s protection will end two weeks after the end of the pregnancy. The end of the pregnancy is defined as follows: a pregnancy test is taken two weeks after the implantation of an embryo so she will have special protection for those two weeks and if the test is negative she will have a further two weeks’ protection. Therefore, in total, the protection is approximately four weeks from the date of implantation.
We have noticed that since one of my employees announced her pregnancy, her attitude has changed and her quality of work has deteriorated: she is making a lot of mistakes and it is starting to frustrate the team. Can I discipline her?
It is possible for employers to discipline pregnant employees; however, you should proceed with caution. Before considering disciplinary action against a person who has a chance of claiming that the action could be associated with a “protected characteristic” – ie pregnancy and therefore sex discrimination – you should carry out a full and thorough investigation, leaving no stone unturned. You should be confident that there is no underlying pregnancy-related reason causing or contributing to the poor performance. If there is, then taking disciplinary action could result in a claim for pregnancy and maternity discrimination under the Equality Act 2010. You should ask yourself how this would be addressed with any other employee. If you are comfortable that you would treat any other employee in the same way as you intend to treat this one (ideally you would be able to demonstrate that this has been the case for others in the past) and show that you have conducted a full and thorough investigation, then you can consider taking formal action in accordance with your disciplinary procedure.
One of our employees became a grandparent for the first time last year. Her daughter is preparing to return to work and this has prompted our employee to make a flexible working request. The grandchild doesn’t live with our employee. Do we have to accept her request?
As your employee is not responsible for the primary care of the child, it is unlikely she will have parental responsibility for the child. Nor is it likely she will fall under any of the other categories that can make such a request (such as a guardian). Therefore you are entitled to treat the request as simply a request for contractual variation, as opposed to a formal flexible working request. The benefit of treating it as a contractual variation is that you must simply be reasonable when refusing the request, rather than having to fit it under one or more of the reasons given under the statutory flexible working procedure. Neither will you be bound by the strict time limits of flexible working. It would be for you to decide whether or not you wish to consider her request and, if you do consider it, then you are free to decide whether or not it can be accommodated. You should be mindful of whether or not any other employees have been allowed to alter their hours and, if so, ensure you treat this request fairly and consistently in relation to other such requests. If you would like advice on any of the issues mentioned above, or wish to talk to Cate about any other HR issue, contact her at email@example.com or phone (0792) 121 3890.
Cash & Carry Management
• November 2012 • 51
Smaller cases and new styles Leading suppliers unveil their plans prior to the festive season. KP Snacks, part of UBUK, has launched a range of reduced case sizes across six of its top brands ‘to help independent retailers manage cash outlay and improve stock control’. George Johnston, marketing manager for bagged snacks, says that the company is aware of the pressures retailers face, balancing stock levels, breadth of range and cash outlay. The changes see Roysters, Nik Naks and Frisps being reduced to 28 packs per case, while Discos, Skips and Wheat Crunchies are available in cases of 24. Johnston adds that the use of smaller cases means shopkeepers can stock a larger range of products while ensuring those on shelf are fresher for longer.
One of the reduced case sizes.
KP Snacks is supporting the launch with a three for £20 multi-buy deal within cash & carry retail clubs. It is also retaining the ‘25% extra weight free’, encouraging shoppers to purchase. Johnston comments: “We appreciate the challenges retailers are facing daily as a result of the current economic climate. “With many moving towards smaller and more frequent deliveries, we hope this launch reflects how we are listening to, and meeting, the changing needs of independents.” KP Snacks claims to be the No.2 manufacturer of bagged snacks in the UK. Its range includes nuts, Hula Hoops, McCoy’s, Space Raiders, Brannigans, Phileas Fogg and crisps.
new festive can artwork across our Original, Sour Cream & Onion, Salt & Vinegar and Texas BBQ skus. “Christmas Turkey and Sausage & Crispy Bacon variants are also returning following record sales for the Pringles brand in 2011.” Commenting on the importance of Pringles during the festive season, Moloney told Cash & Carry Management: “Over this period it is served and consumed by 44% of UK households. Some 40% of annual Pringles sales are made around this time of year and the brand is being supported by a strong national marketing campaign on tv and digital, so it represents a great opportunity for increased sales and profit.” She adds that while the four core skus (Original, Salt & Vinegar, Sour Cream & Onion and Texas BBQ) are top sellers, the extended range presents a “huge opportunity to retailers”. Previous launches, such as Prawn Cocktail, Smokey Bacon and Thai Sweet Chilli, resulted in average incremental sales increases of up to 50%. Moloney says that innovative flavours – the latest being Salt & Pepper – have continued to meet prevailing consumer trends, driving growth throughout the crisps & snacks category and boosting sales and profitability for the trade over the past few years. And the slim and stackable can design also saves shelf space. Moloney adds: “Pringles has a fantastic variety of flavours that consumers love. Historically, new variant launches have been hugely popular and have shown that consumers get excited by new flavours, so we’re confident Salt & Pepper will be a big success. “With high-profile tv sponsorship specifically highlighting the extended range over the coming months, Pringles flavours will be at the forefront of consumers’ minds and retailers can therefore be sure to maximise their sales by stocking the entire portfolio alongside supporting point-ofsale material to boost instore awareness.”
Peaking at Christmas Fiachra Moloney, marketing manager for Pringles, which is now part of Kellogg’s, says that the brand is the leading large sharing snacks label (MAP monthly value share to June 2011). She adds that this is particularly so at Christmas time when sales peak. “Pringles is an integral part of festive celebrations and is a must-stock brand for retailers nationwide. We are launching
• Cash & Carry Management • November 2012
Four of what is becoming a growing range.
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savoury snacks US ‘winner’ comes to UK Kellogg’s is hoping to replicate in the UK the success enjoyed by its Special K Cracker Crisps in the United States. The move into the UK crisps category by the breakfast cereals giant comes after the brand enjoyed buoyant trade not only in the US, but also in Canada. There was an 18% growth in category sales following the transatlantic launch. Head of speciality Sanjeev Khan says: “Kellogg’s Special K Cracker Crisps has ‘game changing’ incremental sales potential for the convenience channel in the UK, with the brand targeting women who love crisps, but see them as a guilty pleasure to be avoided. “We have produced a full suite of PoS material across the specialty channel for the launch and intend to have displays across cash & carries supported by our field sales team.” Khan adds: “Historically big game changing innovation has driven big jumps in sales for crisps in specialty – such as Cereals supplier moves in a new Pringles and Doritos. direction. “We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste, but none of the worry or guilt. “The product won’t leave women feeling short changed. They are deliciously flavoured, crunchy and satisfying for fewer than 100 calories in a generous portion, making them the ideal impulse snacking purchase for women.” The launch is being backed by promotional and PR support; this will be followed by a £3m marketing package in January. There will also be bespoke promotions across the specialty channel in the fourth quarter to help drive distribution, awareness and trial. Made from potato and wheat, Special K Cracker Crisps come in three flavours: sea salt & balsamic vinegar, sweet chilli and sour cream & onion. They are available in a 100g sharing carton for £1.99 or individual bags for 60p.
‘Fastest growing’ Suzy Broughton, GB marketing manager for Golden Wonder, part of the Tayto Group, claims that the UK crisp and snack brand is the fastest grower in the UK with 116% year-on-year volume sales growth (August 2011-12). She adds that consumers munched their way through an extra 112 tonnes of Golden Wonder crisps compared with the previous corresponding period. The most recent development saw the introduction of two special edition flavours: Heinz Tomato Ketchup and HP Sauce.
• Cash & Carry Management • November 2012
Broughton comments: “There’s a huge amount of love out there for the Golden Wonder brand and consumers are welcoming our increased distribution and product developments. Momentum is building quickly, and we are keen to capitalise on this in order to further drive sales and increase market share. “We have a new PR campaign that will reach One of two introductions. out to those who fondly recall the part that Golden Wonder played in their youth. In particular, we know that many mums out there want to give their families a taste of the ‘full-on’ flavour.” The first Golden Wonder crisps were made in 1947 by a Scottish baker named William Alexander. He dreamed up the name in honour of the potato variety. The supplier also produces six other crisp and snack lines under names that include Ringos and Transform-A-Snacks.
Going continental According to Rachel Shoosmith, marketing executive of Lantmännen Unibake UK, continental savouries is a key product sector for many C&C/wholesalers and it is currently worth £11.5m in the retail channel. She says the company offers a variety of savouries in C&C/wholesale that perform well in instore bakeries. Its Bakehouse range includes cheese twists and pretzels. A recent online survey conducted by the supplier highlighted the demand for on-the-go products. Shoosmith comments: “Bakehouse’s continental savouries are perfect served hot or cold and therefore do not need to be kept warm, ensuring operational simplicity while eliminating the cost of a hot cabinet.” The company’s range also includes Spinach & Ricotta Plaits and Tomato & Cheese Swirlys, but Cheese Twists remains the most popular savoury product in convenience, with sales growing by 3.4% year on year (AC Nielsen sweet & savoury, instore bakeries, total coverage 21/7/12). Shoosmith comments: “Throughout the year, we work closely with our cash & carry customers in a number of ways – from providing high-quality product photography, market data and insights at launch, to supporting price lists and developing tailored marketing material for them to use with their customers. This flexible approach is essential in order to cater for the diversity of wholesaler needs.”
For further information: Golden Wonder (01536) 204200 Kellogg’s (0800) 626066 KP Snacks 020-8234 5000 Lantmännen Unibake UK (01276) 850500
The top of everyoneâ€™s Christmas list.
It wouldnâ€™t be Christmas without your customers filling their baskets with their favourite large sharing snack.* With 44% of households buying Pringles at Christmas,** TV and digital marketing support, and special Christmas packs, the sales potential is huge. So make sure your shelves are stocked with a range of Pringles flavours. *IRI Crisps Snacks Value Share Data 52 w/e December 2011 **TNS Data October - December 2011
Conveying the value message Price marking is become an important marketing tool, while several leading players are also pursuing NPD programmes. After feedback from its customers, Cereal Partners (Nestlé) has reduced the case sizes of certain price-marked packs. Says assistant customer marketing manager Izy Hyska: “As part of our support for the independent channel, we have worked to create smaller, more competitive price-marked packs. “Ready-to-eat breakfast cereals are worth £1.4bn (IRI). However, in the current climate, it is important to convey a clear value message to consumers and encourage them to remain loyal. “Price-marked packs are an effective way of doing this. In fact, 66% of the retailers we collaborated with think that PMPs are the most effective promotional tool (him!). In addition, over 55% of shoppers believe they are less expensive or the same price as those carrying a recommended retail price (Kantar Worldpanel).” Hyska adds that breakfast cereals provide an excellent opportunity to drive revenue. “The average convenience shopper basket is £5.02. This increases to £9.93 when it contains breakfast cereals. “Our new small cases and competitively priced packs will benefit retailers in many ways. They will be able to manage cash flow more efficiently, have better stock rotation and offer a broader range for the same investment. The smaller case sizes will also alleviate storage issues.” Hyska states that the shopper will benefit from a wider choice of cereals at attractive prices.
Reduced case size and a new price mark.
• Cash & Carry Management • November 2012
“For independent retailers, choosing the right brand is essential to help drive profits and boost sales. Our new sizes will allow them to do this and, in turn, encourage their customers to return to the store.” The list of packs changing, or unchanged, is: Shredded Wheat 16 biscuits – from eight per case to five (price down from £2.25 to £1.89); Shredded Wheat Bitesize 500g – staying at six (from £2.49 to £2.29); Cheerios 375g – from eight to six (price cut from £2.49 to £2.29); Honey Cheerios 375g – from 10 to six (reduced from £2.49 to £2.29); Shreddies 500g – remaining at six (£2.29 unchanged); and Cookie Crisp 375g – from 10 to six (£2.29, no previous price mark).
Trade recognition Quaker Oats, from PepsiCo, recently received the Nestlé Wellness award at an IGD food industry event. It was given in recognition of the impact made by its Oat So Simple porridge pots. Launched early last year, they provide a quick and easy way for people to enjoy porridge on the go.
From introduction to the end of 2011, Oat So Simple recorded 10% growth. In total, Quaker Oats sold over 5.7 million pots in the first year, helping the brand become the fastest grower among the top 10 cereals in the UK, worth an estimated £80m. The pots are also benefiting from a new pack design to create greater stand-out on shelf. The wider Quaker Oat So Simple range is being supported throughout the season with a tv campaign that began this month and runs until April 2013. Marketing director Cindy Tervoort says consumer insight shows that the key barriers preventing people from choosing porridge are that it is difficult to make and it is time consuming. Oat So Simple pots have addressed both concerns. She comments: “We are delighted that the IGD has recognised the impact that our Oat So Simple pots (in flavours including golden syrup, original, apple & blueberry and sweet cinnamon) have had on helping Britons to eat a healthier breakfast. “The range has proven particularly popular with younger consumers, combining the quick and simple format with the wide range of flavours to bring the goodness of oats to the next generation of consumers.” Quaker Oats has been milling oats since 1866. Earlier this year, PepsiCo announced a £14.4m investment at its Quaker Oats site in Cupar, Scotland, creating 30 new jobs.
NEW NEW FROM
r e l l a Sm s ’ 6 & 5’s zes i s e s ca
New PMP range Multi million pound brand marketing support Drive profits and boost sales Available from 5th November
Don’t forget to stock your family’s favourites!
Reg. Trademark of Société des Produits Nestlé S.A.
Market statistics The total category for the year to date is valued at £1.17bn (up 4.1%). Hot cereals account for £127m (19.5% higher) and readyto-eat £1.03bn (plus-1.8%). Data: IRI to week ended 6 October. For Cereal Partners, price-marked packs have become a major player. Quaker’s ‘hots’ are valued at £90m, with Oat So Simple Pots alone worth £80m. Weetabix’s latest NPD is Ready brek Squeezers – for parents and kids. One of two flavours for the new product.
Porridge-plus Weetabix is launching Ready brek Squeezers – an addition to the Ready brek range – which comes with ‘fun’, squeezable sauces. The two flavours are strawberry and chocolate (rsp £2.19). Each box contains six sachets of porridge and the same number of easy-to-open sachets of sauce, described as ‘the perfect porridge decorating partner’. Ready brek Squeezers are designed to appeal to both parents – looking for a way to make a wholesome breakfast more exciting and interactive – and kids looking for breakfast fun. The sachets have a nozzle-like opening which makes it easy to get creative with the sauces, in line with the Ready brek brand message for children and older consumers to ‘Take the Squeezy Challenge’. Senior brand manager Ciara O’Connor describes the launch as ”an exciting innovation for the cereal category and, coupled with Ready brek’s longstanding nutrition credentials, it is expected to be a hit at the family breakfast table”. Made from 100% wholegrain oats, with no added sugar or salt, Ready brek has a lump-free consistency, making it ideal for children of all ages. It contains 26% of the recommended daily allowance of vitamin D for healthy bones as well as 25% RDA of iron and vitamins B1, B6 and B12. O’Connor comments: “The launch of new Ready brek Squeezers is all about encouraging kids to have some fun while enjoying a wholesome porridge breakfast. It’s what we are all about at Ready brek – great tasting super-smooth breakfast fun for kids.”
iron-enriched credentials, helping kids to maintain strength throughout the day. A new packaging design has also been introduced. Weetos is claimed to be the only cereal brand aimed at ‘hungry, growing teenage boys’, an age group which often misses breakfast. There are further plans to support the product during 2013. Marketing manager Francesca Davies told Cash & Carry Management: “Keeping strong and healthy is key in the fast-paced modern life that teenage boys lead. “Our aim was to create a humorous advert which would strike a chord with this age group, positioning Weetos as the ideal fuel to On tv – and more activity planned. help teen boys maintain strength throughout the day.” Along with the advertising campaign, Weetabix launched Weetos’ first ever social media game, entitled ‘Weetos Moustache Combat’.
Television campaign Weetos, the chocolatey hoop from Weetabix, recently completed a £1.8 million multi-channel national television campaign. The commercial, targeted at teenage boys aged between 11 and 16, conveyed the cereal’s wholegrain, vitamin D and
• Cash & Carry Management • November 2012
For further information: Cereal Partners (01707) 824400 PepsiCo (0800) 032 4490 Weetabix (01536) 722181
Lockets速 Honey & Lemon is the best selling medicated confectionery line in Independent and Symbol stores* 3 complementary flavour variants that deliver throughout all stages of the cold health cycle Over 10.5m packs of Lockets速 Honey & Lemon are sold every year**
STOCK UP NOW FOR THE COUGH AND COLD SEASON Display Hotline 01752 752 094 | www.wrigley.com/uk Sources: *Nielsen Independents & Symbols MAT w.e. 16/06/12 **AC Nielsen Total Coverage MAT w.e. 11/08/12
November 2012 issue