Kingsmill and Heinz help retailers to drive sales of ‘the perfect meal…’

Kingsmill is today announcing a partnership with Heinz Beanz that will see both grocery brands introduce a set of in-store cross merchandising tools to help independent retailers maximise basket spend opportunities by driving the beans-on-toast meal occasion.

Consumers are increasingly placing importance on healthy eating. Consequently, shoppers are looking for products that help them to live a healthier lifestyle.

Products such as Kingsmill 50/50, the fastest selling healthier white loaf and Heinz Beanz, which are naturally high in protein and fibre and low in fat, offer the perfect combination for a meal occasion much loved by the British nation. It’s estimated that beans on toast was eaten at around 238.1 million meal occasions in 2012. With two slices of 50/50 providing 50% of a consumer’s daily whole grain, Kingsmill 50/50 offers a healthier choice for shoppers, while retaining the great taste of white bread. Combined with Heinz Beanz, which provide one of your five a day, the goodness credentials of this mid-week favourite are self-evident.

Cross merchandising is an effective sales tool. Available for use in both the bakery and ambient aisles, the merchandising tools include shelf barkers, posters and off fixture display units (OFDU’s). With bread shoppers spending on average 64% more – keeping this key bakery item next to or opposite the shelves stocked with baked beans will encourage shoppers to purchase them together – bringing this popular meal occasion to front of mind and ultimately driving the shoppers overall basket spend.

Julia Perry, Channels Shopper & Trade Marketing Manager, explains: “In order to capitalise on meal mission seekers, retailers need to consider cross merchandising. Tools such as an off-fixture display unit (OFDU) will help highlight the products together and should provide shoppers with a recognizable winter meal solution, the off fixture display will also assist retailers with incremental sales opportunities during the winter months.”

Parminder Walia, Convenience Development Manager, Heinz, adds: “There is no doubt that Heinz Beanz on toast provides the ultimate winter warmer. This collaboration with Kingsmill is the perfect union of grocery brands, bringing the much-loved meal solution front of mind for shoppers, while unlocking incremental sales for independent retailers.”

Available for the aisles the merchandising tools include, point of sale in the form of barkers, posters and wobblers and for larger stores we have OFDUs available, these have been specifically designed to showcase Kingsmill 50/50 and Heinz Beanz together.