This is part two of a three-part series. To see the first part, click here.

More mums are looking for ways to feed their baby that are convenient and hassle-free, but are retailers making the best use of their range? joined Nathan Kulik from Danone Early Life Nutrition to help two retailers get the most out of the category.


  • Parents spend 38% more than people without children in store
  • 91% of Parents shop the convenience channel every month


Amrit Singh
H & Jodie’s Nisa Local, Walsall


“At the moment, our baby food is displayed mixed in with other baby products such as shampoo and nappies, so it would be great to see what effect separating them out would have.

It is also good to learn what we’re missing from our range, and how to have the best display possible and make it easier for customers to help encourage sales. We haven’t had any help in the category before, so I’m glad to have Danone ELN in today.”



Nathan Kulik
Head of Strategic Growth Channels
Danone Early Life Nutrition



Nathan Kulik says

“Amrit has a good strong core range of products, but one or two key elements are missing, such as ready to drink milks. He has a good selection of food jars and powdered milks but could still build this and add a porridge range. We can further improve the display by brand-blocking all stages of Aptamil and Cow & Gate milks on separate shelves, and layering food jars based on the babies’ age to make it easier for parents to navigate.”


RangeSeparate baby food products from others so there’s a clear distinction and ensure you have the right core range in each sub-section; milk, food and cereal.

Merchandising:  Merchandise products in a logical order for easier navigation, such as grouping baby food jars in ages from 4-6 months to 10 months upwards.

Brand Blocking: Place like-branded products close together so that customers can easily find what they’re looking for within their preferred brand.


Suki-headshot.jpgSuki Khunkhun 
Premier Woodcross Convenience Store, Coseley




“Baby food is just on the one shelf at the moment because we’ve always had limited space. We have a very small range and a lot of mums come in who ask for products we don’t have, so I am definitely excited about this project. I would like to expand baby food and make them more prominent so customers can see what we’re offering and the products that they can choose from.”


Nathan-Kulik-headshot.jpgNathan Kulik says

“The current display has a basic offering and is not very visible. There is a big opportunity here to expand the display from one narrow shelf to three shelves. By doing this we could introduce a full range of powdered and liquid milk, food jars and cereals. We can also elevate the display so it’s at the top of the unit. And, being close to the till, it would be easy for shoppers to spot.”


Display: Merchandise products correctly, such as standing up cartons of powdered milk so customers can clearly see the products they’re looking for.

Position: Raise products up from lower shelves to give them a more prominent position in-store, and keep them easily accessible for mothers. 

Visibility: Ensure the display is in full view of the till to both attract immediate interest from shoppers and easily keep an eye on higher priced items.


1.     Make sure you give a good amount of space to baby feeding categories

2.     Stock a core range of milks and baby food jars

3.     Try to position baby food products beside toiletries

4.     Put your best sellers in the best position on the shelves

5.     Brand-block items together to make it easier for shoppers

6.     Try to display baby food near the till point

What happens next?

Over the next ten weeks Suki and Amrit will follow Nathan’s expert advice and plan for their displays. We’ll track the sales data at both stores to see what changes. To find out how they got on, look out for on 28 November.


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

Part three, where we look at the results of Danone's advice, will follow next week!


IMPORTANT NOTICE: Breastfeeding is best for babies. Infant formula is suitable from birth when babies are not breastfed. Follow-on milk is only for babies over 6 months, as part of a mixed diet and should not be used as a breastmilk substitute before 6 months. We advise that all formula milks including the decision to start weaning should be made used on the advice of a doctor, midwife, health visitor, public health nurse, dietitian, pharmacist or other professional responsible for maternal and child care, based on baby’s individual needs.