Page 32 - August 2020 Inform (H-F200)

SHS Sales & Marketing
GB
Look out for the tablet in your local Co-op and Nisa stores, as we have just gone live in 900+ Co-Op and 500+ Nisa stores. We aim to grow sales further with the launch of a competitively priced 35g 50 PMP bar into the ICC channel.
Finally, with Christmas 2020 preparations underway (our key trading period), we have raised the bar with exciting additions to the seasonal range - a White Ball and festive tablet. The team has secured an impressive range of seasonal listings and activation across convenience
and wholesale including exclusive FSDUs in Co-op. New product listings have also been confirmed in Nisa, Spar, UNITAS, SUGRO and WHS Travel. Through the line activations in digital and retail brochures will build brand awareness.
In April, the traditional shortbread range from Burton’s Biscuit Company’s newest acquisition, Paterson Arran, joined the Burton’s offering. Since this addition the team has achieved incremental sales of 75% v PY across existing customers and are focusing on gaining new customers to drive distribution.
Burton’s Biscuits
Burton’s and SHS have also been working on making their core SKUs more competitive, including the classic Maryland PMPs. Optimising retail strategies for convenience and offering better value resulted in the successful launch of 200g PMP cases.
Cloetta
Earlier this year Cloetta announced its biggest NPD launch to date. In a bold move, beyond its stick packs, the brand is releasing five new convenience products in August including bonbons, laces and twists. The launch will be backed by in-store activation and advertising across convenience, retail and wholesale.
The Jelly Bean Factory will also be entering the wholesale and convenience channels for the first time. These channels will present the brand with a great opportunity for growth outside of the Multiples.
2020 marked the arrival of a tasty new addition to the Burton’s range - Malteser’s Biscuits. A blend of sales expertise, commercials, stock management, coupled with a comprehensive PR and marketing campaign got the product off to a great start. To date, the team has sold nearly 15,000 cases; or a whopping 2,042,200 biscuits.
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