Rustlers to Heat Up Chilled Convenience Sales

Rustlers, the UK’s No.1 micro-snacking brand*, is rolling out a new merchandising strategy designed to enable convenience retailers to deliver ‘merchandising excellence’ on-shelf.

In trials, the initiative increased sales across a number of chilled convenience categories merchandised within the food-to-go and chilled ready meals fixtures.

Chilled food to go fixture sales increased by almost 59% and chilled ready meals’ fixture sales rose by 50%, whilst the dual fixture (food to go and chilled ready meals) was up by almost 40%.

Rustlers’ shopper research identified need states and key consumption occasions for micro-snacking, as well as for other chilled convenience categories. In addition, the research also identified where in-store the optimum location is to merchandise micro-snacking, as well category adjacencies on-shelf.

“The insights we’ve gained, coupled with working closely with retailers who have very different store formats, have enabled us to develop detailed food to go and chilled ready meals planograms, to deliver merchandising excellence on-shelf,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.

This is turn should improve the ease of shop for convenience shoppers, with all the categories which compete for the same occasion merchandised all together on-shelf.”

In addition to the sales uplifts seen across the food to go and chilled ready meals fixtures as a whole, the merchandising layouts increased sales of all categories on the fixture.

“The early signs are really encouraging and we’re confident that, moving forward, we can empower retailers to achieve significant growth across the chilled convenience category,” added Adrian Lawlor.

*Nielsen Answers Micro Snacking Module, Total Market, 52 w/e May 19th 2018

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