Choosing Your Range
Fill your freezer with the right products
People often ask what makes for a successful freezer – the starting point is to have a clean cabinet with plenty of stock and good point of sale. But with so much choice, how do you pick the best range?
Innovation Works - Choose Products that will Excite Customers
Along with a healthy dose of sunshine, exciting new products keep the ice cream market buoyant and your customers interested. We have worked hard to build an enviable track record of successful innovation.
Del Monte Raspberry Smoothie was awarded the Grocer Branded Excellence award 2008.
Pick products that customers will buy time and time again…The top products by sector and rate of sale are: click here to see table
Limit Range Change and Choose New Products Carefully
If you change your range too much consumers become confused. We aim to provide a strong portfolio of Cadbury and Del Monte products that offer consumers the flavours and variants they desire without over loading the market with poor performing products.
Avoid Duplication of Range and Flavour
Our impulse range is carefully tailored to bring the best Cadbury and Del Monte innovation into ice cream, without unnecessary duplication. Make sure your freezer is the same – get the right balance between exciting new products and traditional best sellers.
Follow The Market
See what works for your sector, your area of the country, as well as in the wider market. It’s vital to focus on products that people already know and love, as well as key trends such as health and growth of adult refreshment. We work closely with Cadbury and Del Monte to bring their most popular brands to ice cream, and this has helped us to become the No.2 branded supplier.
Focus on Rate of Sale, Brand Strength and Loyalty
People buy products they trust and this drives rate of sale and profit for you. Cadbury is the Nation’s favourite chocolate, and Del Monte is the brand of choice for fruit connoisseurs. Why offer your customers anything less?
Choosing your Range - Guidelines
Cover the key sectors (market size) – Cones (20%), Sticks (30%), Bars (10%), Refreshment (20%), Kids/Novelty (15%), Small Tubs (5%).
Ensure your product mix offers a range of choices for both adults and children.
Get the right balance between premium ice creams with a higher RSP as well as a variety of lower price options.
Ensure you include a fair representation of healthy options for your customers.