Mark Bowler, trading controller for Wholesale, GlaxoSmithKline, comments: “We are delighted to have been awarded the prestigious FWD Gold Medal for Service in Retail and that our achievements have been recognised by the FWD and the UK wholesale industry.”
Over the past two years GlaxoSmithKline has invested heavily in a long-term independent retail strategy, with the main objective of driving category growth and helping retailers make the most of the soft drinks opportunity in their stores.
The company now regularly calls on 20,000 independent retailers nationwide, as well as making equipment – in the form of single and double-door coolers and open-fronted dairy decks – more readily available to the sector. GlaxoSmithKline also provides effective ranging advice at store level through a bigger, more efficient sales force.
As a result, GlaxoSmithKline brands – Ribena, Lucozade Energy, Lucozade Sport and Lucozade Hydro Active – have delivered an incremental pound;16.8m of retail value to the independent sector in the past year. The company’s brands now account for 21% of all drink-now soft drinks sales.
Helen Tomlinson, GlaxoSmithKline’s category planning controller, adds: “It’s a tremendous honour to be recognised by the FWD’s members for the work that we do within this very important sector. We are highly committed to sharing our consumer and category insight to help drive further soft drinks growth in 2007.”