Müller has unveiled ‘Make Pots of Profit,’ a new category initiative created specifically for convenience stores to offer help and advice to improve the effectiveness of their Chilled Yogurts and Potted Desserts (CYPD) category.
CYPD is currently worth £2.9bn and is the third-largest sector in chilled. However, Müller estimates there are 938 million buying occasions for CYPD in the convenience channel that are not being met due to retailers not having the right range and the right focus on CYPD in their stores.
‘Make Pots of Profit’ is based on category data and shopper insight and focuses on a three-step plan to help retailers get the basics right and drive their category sales:
- Step one is to stock the best products across key segments, ensuring that all shopper missions are covered by consistently having the right range of top performing brands.
- Step two is to meet consumer needs for different occasions at the right time.
- Step three is to merchandise the category in the right way to make it easy and exciting to shop, inspiring shoppers and encourage additional sales by keeping pricing realistic and competitive.
To help retailers consistently stock and display the right range in store and win with shoppers, Müller has created a selection of planograms for retailers to use according to their store size. These are available at its dedicated website hub at makepotsofprofit.co.uk.
The campaign is also supported with trade advertising, trade PR, store drops, competitions, giveaways and more.
