Suma planograms aim to boost free-from sales 

Wholefoods wholesaler Suma has launched a series of new planograms to help retailers grow sales of free-from products. 

National account manager Johnny Spencer told Better Retailing the planograms, which include its best-selling student-focused, vegan, organic and fairtrade food and drink lines, were introduced to illustrate what retailers can do to maximise sales from each category, even with minimal space available. 

For instance, its suggested one-metre ‘free from’ bay packs in 70 lines spanning cereals, soups, snacks, baking packs, breads, sauces, snacks, pasta, milk and more. He added that the planograms give store owners confidence in building gluten-free, vegan and organic ranges, segments he described as “very alien” to a lot of retailers. “The planogram illustrates what they need to do for each category and each subcategory,” he said. Chilled and frozen planograms are also available. 

Giving one case study, Spencer told Better Retailing a London retailer had replaced a shelf of high fat, salt or sugar products with a Suma range, and seen an increase in profits.  He added that stores that don’t want to give space to one of the new planograms can still benefit from consumers wanting to eat healthier but also prioritise value. 

Read more: Devon Cream Company’s Organic Clotted Cream launches through Suma

“We’re always looking to grow the convenience tinned range, I think it’s going to benefit from being branded as quick and easy. We might not have the brand recognition, but we’re often a cheaper price compared with something that is recognisable, but not premium and not organic. If you put those side by side, you might not get as much margin from Suma’s product, but you can sell more volume.” 

Spencer also claimed the ranges can enable a store to attract socially conscious consumers without the outlay of fixtures such as refill stations, which Suma has supplied for five years. “We’ve seen more accounts closing on zero-waste refill stations now that we’re opening,” he said. “Refills could have peaked. There will always be a market for zero waste because the environmental impact has to be considered, but sometimes [these units] can struggle with daily basket spend.” 

Suma’s margin starts at 25%, with individual deals arranged with repeat customers. Its minimum-order value for free delivery is £325, or £375 in Cornwall and Grampian.  Its range includes 7,000 lines, of which 1,000 are own label.  Of the full range, 70% is available in split cases, which Spencer said allows retailers to try out lines with less risk. 

“Places that do well with ambient grocery already are ideal, but we’re always looking to recruit retailers,” he added.