Birds Eye has formed a retailer panel to help convenience stores make more from frozen.

The panel includes high-profile retailers such as One Stop’s Sunder Sandher, Nisa’s Paul Cheema and Steve Bassett from Londis in Dorset.

Chris West, Birds Eye senior customer business manager, told Retail Express that stores could achieve a 10% uplift just from stocking the right products.

“The average convenience store has place for 60 frozen products and the top 50 brands represent 50% of category sales. But there are 1,000 lines in total, so a huge tail in the category,” he said.

The panel are aiming to meet every six months and discuss ways to make the frozen category a destination.

“We are now trialling various things, such as remerchandising fixtures and introducing small impulse freezers to promote evening meals,” West said.

Spar retailer Raj Aggarwal also attended the panel and has provided sales data to begin monitoring ways he can grow his sales.

“We’re looking closely at our range, merchandising and signage,” he said.