Müller Yogurt & Desserts, the UK’s leading yogurt manufacturer, has unveiled a new category initiative for convenience retailers. Launched at the National Convenience Show (Birmingham, NEC 24-26 April 2023), ‘Make Pots of Profit’ is the exciting new category-leading program 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 £2.9 billion and is the third-largest sector in chilled[i]. However, there is currently an estimated massive 938 million buying occasions[ii] 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. This new category advice toolkit from Müller Yogurt & Desserts is designed to help retailers maximise the category opportunity, delight their shoppers, and get their fair share of sales.
‘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. Finally, 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 shelf guides for retailers to use according to their store size. By simply visiting its dedicated website hub at makepotsofprofit.co.uk retailers can select and download the right planogram for their store and implement the new fixture easily by following the advice and steps set out.
So why should convenience retailers take advantage of this initiative? Well, the answer is simple – because it works! Retailers who have already followed the three steps to success advice have been able to unlock new opportunities and see the effectiveness of their CYPD category improve. Other retailers can experience similar success.
Justin Whittaker, MJ’s Premier, Royton, speaking about the initiative said: “Chilled Yogurts and Potted Desserts is often a forgotten category by convenience retailers. I’d recommend other retailers give Make Pots of Profit a try, it’s easy to do and you’ve got nothing to lose. The steps and planogram make perfect sense and made a massive difference to the ease of shopping the fixture. What really opened my eyes was to see how things have moved on in the category, and spending half an hour doing this and putting in the recommended products reaps the rewards.”
As part of the trial retailers were also invited to stock Müller FRijj, which is the UK’s no.2 flavoured milk drink brand in the UK worth £23.8M[iii] and growing fast in convenience +49% (MAT)[iv]. Available in a range of delicious flavours including Chocolate, Banana, Fudge Brownie, Strawberry and Cookie Dough, the addition of Müller FRijj to retailers’ drinks chiller enabled them to offer their shoppers an increased choice of popular milk drinks and create additional sales for their stores.
Justin went on to say: “Müller FRijj was also very successful, and it showed that we could do massive amounts with it.”
Shoppers expect convenience stores to meet all their basic needs, including top-up purchases, distress purchases, the weekly shop, food to go, and food for tonight. However, latest Lumina data shows that a significant 66% of convenience shoppers are dissatisfied with stores’ product ranges[v]. Having the right range benefits the whole store, and shoppers tend to shop more often and spend more each time they visit. A customer that can find the basics whenever they shop is likely to visit at least three times more each month and increase basket spend by between 25% and 140%**. This is something which Penny Williams, Senior Category Manager, Müller Yogurt & Desserts, sees as a huge opportunity for retailers to get right when it comes to Chilled Yogurts and Potted Desserts. She says: “We know that core and consistency is absolutely key and, to win, retailers need to deliver on customer choice, conversion, loyalty, and value. By following the advice we’ve provided through this new initiative, retailers can be confident they are stocking the right range to meet shoppers’ different missions and meal occasions, and this could help increase their sales.”
She continued: “Chilled Yogurts and Potted Desserts feature in several meal occasions throughout the day, and the key to fuelling growth of the category is to embed the right products into these meal occasions. Using the planograms and guidance we’ve developed retailers can follow the advice and make their store a destination for the category.”
According to Anthony Frankland, Senior National Account Manager, Müller Yogurt & Desserts, the Chilled Yogurts and Potted Desserts category is bigger in value terms than Cereals, Bread, Pet supplies, and Morning Goods. He says: “We know chilled space is precious, but retailers should give the right amount of space to CYPD that its value return dictates, and getting the basics right is vital. This new initiative is our commitment to try and help convenience retailers unlock an additional 938 million Chilled Yogurts and Potted Desserts buying occasions[vi] which should be going through convenience stores, and so we would encourage retailers to give it a try and see the results for themselves.”
As well as the launch activity at the National Convenience Show and the dedicated website hub which includes case studies from leading convenience retailers who have followed the three steps to success advice, the campaign will also be supported with trade advertising, trade PR, store drops, competitions, giveaways and much more.
For more information visit makepotsofprofit.co.uk
[i] Kantar World Panel Online CYPD | 22-Jan-23 | 52 w/e
[ii]Kantar World Panel Online CYPD | 22-Jan-23 | 52 w/e
[iii]Nielsen | 23-Jan-23 | 52 weeks MAT
[iv]Nielsen | 23-Jan-23 | 52 weeks w/e
[v]Lumina Intelligence Convenience Tracking Programme data collected 12WE 26/06/22 and 12WE 18/09/22
[vi]Kantar World Panel Online CYPD | 22-Jan-23 | 52 w/e
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