Danone ELN, whose major baby food brands include Aptamil and Cow & Gate, have launched a new project to help retailers better understand the baby food category and try to maximise sales in the undervalued category.

BetterRetailing.com meets the two retailers taking part.

The Opportunity

“We believe that Cow & Gate baby foods are the best on the market. Also Aptamil and Cow & Gate baby milks have around 97% market share within their segment.

We want to try to help retailers maximise their sales by ensuring they display the full range of best-selling products in a way that’s clear and easy to navigate.”

Nathan Kulik, Head of Strategic Growth Channels, Danone Early Life Nutrition.

H & Jodie’s Nisa Local, Walsall

Amrit-Headshot.jpg“We have quite a wide range of baby food but the main baby milk sales are from the Government’s Healthy Start vouchers scheme which we introduced about a year ago. I’m looking forward to see if I can boost sales further by changing my range of baby foods or separating them from other products.”


Premier Woodcross Convenience Store, Coseley


“We only have a very small range of baby food because we have always been limited for space in the store. I’m interested to see what the Danone experts say about our current range and whether they think we should give them more room.”



Head of Strategic Growth Channels, Danone Early Life Nutrition

Nathan-Kulik-headshot.jpg“Our mission is bringing health through food to as many people as possible and baby food products are at the start of that mission. The context of what we are trying to do is demonstrate how retailers can have the best core range of baby food for their store in order to help them maximise their sales.

I am looking forward to working with the two retailers on this project and excited to see the evolution of their sales."

What happens next?

Suki and Amrit will make changes to their range of baby food products and displays based on the advice they receive during a store visit from Nathan. The changes should lead to a significant boost in sales for both retailers over the 10-week trial period.

You can read more about Nathan’s advice given and the changes the retailers will make in our next feature.

To see Part 2, where Danone talk about specific changes they could make in each store, click here.


If you would like to take part in a similar project call 020 7689 0600 – option 3 or tweet @betterretailing to let us know!