Palmer and Harvey have released its latest piece of category management advice, which focuses on the impulse ice cream category.

The brochure includes exclusive freezer deals where retailers can take advantage of free stock on the top selling impulse sku’s, and an exclusive end of season bonus scheme which can generate an additional 8% discount on all impulse lines when purchased through Palmer & Harvey.

The “Impulse Ice Cream” pack provides a feast of information on the wholesaler’s comprehensive ice cream range. It includes advice from category experts on the six key steps to selling ice cream, such as ice cream cabinet location in store, merchandising advice and what the best sellers are to enable the retailer to really drive sales during the busy summer months.

Such expert recommendations include stocking the top ten selling impulse ice creams in the UK:

• Wall’s Magnum Classic

• Wall’s Magnum White

• Wall’s Twister

• Wall’s CornettoWall’s Feast

• Wall’s Calippo Orange

• Cadbury’s Flake 99

• Wall’s Solero Exotic Explosion

• Mars Ice Cream

• Wall’s Magnum Double Caramel

The brochure also informs retailers on how they can improve their range with the latest NPD, making it more dynamic and appealing to the consumer. Details on how retailers can obtain free POS are also provided to drive consumer awareness in store.

Whilst focusing on what the retailers can do to drive sales in Summer, the pack also encourages retailers to extend their ice cream season into winter by providing insights into the category, such as  ‘more than a quarter of ice cream sales in the convenience channel occur in winter’.

Richard Hayhoe, marketing director at Palmer and Harvey, said: “This year’s ice cream education pack has retailers turn the heat up on sales, with the ice cream category showing consistent growth  year-on-year this pack has everything retailers need to have a successful British summer regardless of the weather”

“We make sure our retailers follow our 6 key steps to sales, come rain or shine, ice cream displayed in the right place and at the right time will ensure healthy profits all year round.”

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