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SHS Sales & Marketing SHS Sales & Marketing

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GROCERY
Burton’s Biscuits Bounty Launch: Launching on the 11th
on the new storefront
Burton’s Biscuits ‘Keep it Kookie’ campaign
for the Maryland brand has been a major
success. The six week above-the-line (ATL)
campaign ran during March and April with
TV advertising, social and press coverage
securing phenomenal reach. One million ad
impacts from target audience households
PRIVATE LABEL UPDATE were viewed by 8 million people - a staggering
The Private Label team delivered strong sales 2 million more than expected!
in Q1 of 2021. The 2020 home-cooking trend The activity had a positive impact on sales
continued, with all the categories that we supply with a significant increase in orders placed have enhanced Iceland’s performance.
gaining share. The end result has been double during the campaign period. Wrapped pallets The two unique lines were created after a
digit growth which has counteracted the increased in-depot visibility with 37 wrapped brainstorming session with the Brand Owner
decline experienced by the industry over the pallets sold - the equivalent of over half a and they taste delicious.
past decade. million packets of Maryland or 10 million In preparation for the transition out of
Undoubtedly, the pandemic altered consumers’ ‘Kookies’! lockdown, sales of single ice creams to
buying habits and in the ambient dessert the wholesalers have hit a record high. You To capitalise on the growth in popularity of
category, products that were once viewed as should sample the range from a shop freezer high street discounters, we have been working
‘old fashioned’ have become store cupboard near you! with the Mars team to develop specific
favourites yet again. Let’s hope the warmer weather returns to products for the sector.
With a strong and stable baseline now set, the help us stay ahead of budget and on track for We have successfully launched two new
protein lines into B&M retail. A discounter
focus is on NPD and medium to long-term another record year. specific 10g Protein powder in a 450g format,
opportunities. Several new vegan products A second channel is selling strongly with repeat orders already
will be hitting the shelves in the coming weeks that is seeing secured.
and months. We will also be seeking to increase phenomenal growth
the reach of our current product portfolio. Mars Update is our storefront The two lines were developed within 12
weeks, from concept to product - a Mars
presence on Amazon
The Farmlea range is also going from The Mars Business Unit is enjoying record which is up 76% year-on-year. The recent Drinks and Treats record!
strength to strength. Ocado listings have sales across all trading channels. In fact, in launch of Snickers white chocolate protein
been secured and a trial in Farmfoods for February 2021 we sold more ice-cream than bars and powder means this NPD accounts
Farmlea Rice and Custard will provide we did in August 2020! for 28% of all sales.
fantastic brand exposure. The Mars ice cream In May, a fantastic
range continues to new Bounty protein
outperform both bar and Bounty
the market and the flavoured protein
competition with growth ahead of the market powder launched
in all channels. to cater for growing Milk and spreads products have also been
Our four pack sales of Mars and Snickers are consumer demand. performing well with new distribution channels
at an all-time high. in place. The recent listing of Mars and
Bespoke new lines sold into Iceland - Skittles Galaxy milkshakes in Iceland has also helped
Wild Berry and Malteser’s Orange ice cream - to increase brand awareness and visibility.

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