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The Grocer Talking Retail

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Dairy Crest rolls-out single facing shelf ready packaging for convenience retailers

The company is launching the SRP’s across its Clover, Country Life, Utterly Butterly and Vitalite brands from late June, in a move designed to “enable smaller stores to make more efficient use of limited shelf space to drive category growth through more variety on shelf”.

Dairy Crest said the move away from traditional double-face cases enables convenience retailers to stock a broader range, without the need for time-consuming decanting of stock to fit single-facing planograms.

Neil Stewart, Dairy Crest’s marketing controller for butters and spreads, said: “With operational efficiency a high priority for many of our customers we identified an opportunity to support their Category Managers’ range planning while also helping store staff more quickly merchandise product on shelf.

“Within butters and spreads some key sectors such as dairy-free and lighter remain underrepresented in the convenience channel.

“Shelf-ready single-face cases will allow key lines to be ranged to satisfy these consumer needs, even within a tight shelf configuration.

“We have received nothing but positive feedback from customers to date and are confident our new single-face SRPs will help multiple and independent convenience retailers alike to maximise the value of their butters and spreads range.”

Source: Talking Retail Jun 20 | Competitor News