Retailers seeking advice in the chilled category have always looked to Kerry Foods for guidance. Marketing manager for Richmond and Wall’s, Dawn Spencer, says an updated portfolio means the company is better able to help
Time-poor customers are driving change in convenience
Busy lifestyles are playing a big part in the growth of food to go. Chilled ready-to-eat meats are therefore riding this wave, as the need for convenient products drives us away from pre-made breakfasts, for example, towards an on-the-go, readily prepared mentality.
These consumer trends are driving the £10bn opportunity in convenience stores, showing the significant importance for independent operators to stock chilled ready-to-eat products.
Where they eat is changing too
We know 60% of shoppers consume food to go products at work or at home, where they are able to heat them, and this demand has proved important insight in our recent Wall’s Breakfast Range launch.
The sausage brand, Wall’s, established in 1786, invested in the hot food to go category this year with the launch of two new ‘heat to eat’ breakfast rolls. The microwave snacking category is valued at £111m and is growing at 3% at total market level. It’s up even further in impulse at 10.6%.
Retailers must stock bigger brands
It is important that retailers stock well-recognised and supported brands in their fridges as they act as signposts to shoppers. Kerry Foods invests heavily in its Richmond and Wall’s brands, so they are must-stocks for retailers.
Richmond is not only the number-one branded sausage, valued at £119m, but our research suggests it is also the nation’s favourite sausage, so it is important the brand can be bought everywhere, as consumers will expect to see it.
We’ve been refreshing our portfolio
Richmond’s popular Perfect Bake range was rolled out with a new name, look and feel. Perfect Bake has been rebranded to ‘Oven Ready’ to help inform consumers of its key benefit.
The range has a unique oven-ready griddle tray, an innovation introduced in 2015, which allows consumers to cook without any of the mess or fuss associated with cooking sausages, while also cooking them to perfection.
Category management is also something we’re helping with
Kerry Foods is committed to helping retailers become a nation of chilled experts. We offer category management and sales support via our trade website, www.chilledexperts.com, no matter what stage of chilled range development a store happens to be at.
My advice would be to make this your first point of call. Extending chilled ranges beyond milk and cheese and looking at meal occasions, everything from breakfast right through to dinner, are key areas for any business looking to ensure future success in fresh and chilled.
This is just the beginning
We always support retailers at launch of a new product and the recent Richmond rebrand was a perfect example of how we do things at Kerry Foods. There are also more exciting plans to come in 2018, which will happen throughout the year, so there will certainly be more exciting activity.