Premier Foods’ offer reaps warm rewards

Christmas is coming and depots are gearing up for brisk business. At the Cardiff branch of Landmark member BA Cash amp; Carry, Premier Foods has been working with staff to ensure they have the right range laid out correctly in the depot. It’s a relationship that’s been developing over the past year. Carla Rampley, channel marketing manager at Premier, explains: “We’ve come a long way in the past year and really improved our relationship with BA and this can be clearly seen by the 43% value sales growth year on year. However, there is still plenty of opportunity for us to work more closely together.

“The launch of Christmas is integral to our relationship and with the additional space we have in depot, increased number of rack ends, pallet displays and with the eye-catching point of sale, we hope it will be a big success for everyone.”

The aforementioned point of sale features the company’s Winter Warmers message. Five-shelf free standing display units contain five of the six Winter Warmers Branston, Haywards, Ambrosia, Bisto and Paxo.

Premier’s man on the ground at BA is Neil McDonald, the business development executive for Premier Foods at Reach the manufacturer’s third party field sales team.

BA owner Zahir Ahmed has nothing but praise for McDonald: “He comes in every few weeks and is really building the business for us, making sure what we need is available.”

McDonald has definitely been busy in the depot, which is illustrated by the row upon row of Premier brands. There are lots of price-marked packs on the shelves as well as plenty of BA ‘Extra Special Offers’. “We try to put in five to 10 ‘local deals’ every month these are promotions that are specific to BA,” he explains.

“BA has given us more support so we’ve worked much more closely together this year. New product listings, better visibility, and more space have all helped grow the business.

“Slower selling tail lines were removed and new lines added such as new Supernoodles variants. The range refresh has brought new customers to the category.”

Premier issues a ‘Gang of 52′ list of recommended lines for cash and carries and BA stocks 94% of these. But not surprisingly McDonald is still keen to add new lines, in particular the recently-launched Ambrosia Crumble and Jelly puds.

McDonald has been working closely with BA’s senior buyer, Adele Lloyd, who says: “We have improved our ambient offer by developing a promotional program for Retail Club members and clearly defining the categories within the grocery fixtures.

“We have allocated rack ends to Premier and given them around 10% more space than we did 12 months ago.”

She says that space came as a result of increasing the overall space for ambient grocery in depot and reducing the number of licensed lines.

“As a result we have seen improved sales. For retailers it means an improved layout that’s easier to shop and an increased range.”

In this case the proof of the pudding is in the selling and McDonald reports that new Retail Club activity has seen volume sales of Branston Beans rocket by 176% year on year, Pasta ‘n’ Sauce shoot up 82% year on year and Hartleys Jam grow by 20%.

In addition, the local deals saw 95p price-marked packs of Bisto jump by 1,046% year on year, outlining the success of the collaboration.

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