CATEGORY FOCUS

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1. Capitalise on shopper missions

Shoppers are on several different missions, including now, later, breakfast and treats. According to research by FrieslandCampina, the main occasions flavoured-milk buyers shop for include relaxing at home in the evening, an energy pick-me-up, a top-up snack between meals and a permissible treat. Key pack sizes to stock are 400ml for on-the-go occasions, 1l for an in-home experience and 200ml for a little lift, treat or lunchbox filler. Merchandise Yazoo with other onthe-go soft drinks, as that’s where shoppers will look.

2. Ranging effectively

When it comes to offering the right range in store, it’s about more than just pack size. Flavoured-milk shoppers are often impulse buyers who pick up a bottle when topping up on milk or picking up a sandwich. The key is to ensure the most popular flavours are available to capture shoppers’ attention. Stock Yazoo Chocolate and Strawberry in a 1l pack format for nights in, and Chocolate, Strawberry and Banana 400ml for on-the-go lunch missions or afternoon pick-me-ups. To really grab attention, include the eye-catching limited edition.

Capitalise on flavoured milk

FrieslandCampina talks to RN about how independent retailers can drive flavoured milk sales with Yazoo and what’s next for the brand

The UK flavoured milk market is currently worth more than £382m¹, with Yazoo the number-one traditional flavoured milk brand. FrieslandCampina saw Yazoo sales increase by £6.7m to £62.8m² last year as the brand continued to perform strongly.

This year, FrieslandCampina is relaunching one of its Yazoo bestselling limited-edition flavours, Choc Caramel, due to consumer demand. A spokesperson for FrieslandCampina says: “Convenience has always played a big role in the brand’s success and the channel has also had strong growth in the past year, led entirely by symbols, indies and forecourts, which deliver 49%³ of brand sales.

“Retailers should also offer Yazoo in sharing packs to capitalise on the growing takehome trend.”

3. Boost your sales

Do you want to boost your sales and grab more impulse shoppers? If so, try a free-standing display unit or parasite unit near the till or confectionery fixture. Yazoo is best offered chilled as consumers like to see their soft drinks in the fridge, but secondary siting the bestselling Yazoo flavours within a QMS system will help attract shoppers who haven’t visited the chillers. On top of merchandising and support, FrieslandCampina has refreshed its Yazoo price-marked pack range to protect shoppers and retailers from rising costs.

Retailer viewpoint

Sunita Aggarwal

Spar Wigston, Leicestershire

I have always had a strong relationship with FrieslandCampina for as long as I can remember. FrieslandCampina sales representatives visited the store and spoke to us about our chiller layout and how we could improve and apply category principles to drive sales and weight of basket. We had a store refit planned, so this was the ideal time to implement this. The chillers were re-organised to ensure similar products and bestselling lines were all together. Our new fridges were fitted alongside this, as well as spring-loaded shelf pushers in key areas to ensure the products were always at the front. The results were exceptional. We saw an uplift of 54% in flavoured milk sales, and they’re still increasing month on month, which is great. This was a very successful project and the team at FrieslandCampina have kept in close contact throughout. l