With many consumers conscious of their spending at the moment, nights at home provide an opportunity to meet with friends and family without the expense of going out.
The big night in continues to present an opportunity for wholesalers to drive sales, with friends and families enjoying socialising together – whether that is dinner parties or a relaxed night watching TV.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “To make the most of this opportunity, wholesalers should focus on stocking sharing packs from leading brands like Coca-Cola™, led by Coca-Cola Zero Sugar – the fastest-growing major cola brand in wholesale (Nielsen) – and Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail by value (Nielsen). And don’t forget Schweppes, whose mixers are sold more in retail than any other mixer brand (Nielsen).”
Understandably, people are on the lookout for more affordable ways to treat themselves at the moment. Making mixed drinks or cocktails at home can be a more affordable, fun alternative to going out to a bar.
Consumers are looking to pair their favourite spirits with quality mixers like Schweppes, whose mixers are sold more in retail than any other mixer brand (Nielsen), meaning Schweppes Classic Tonic and Slimline Tonic are also likely to be in high demand. But shoppers experimenting with cocktails and mixed drinks are on the lookout for more flavoured options as consumers get more adventurous with new cocktail recipes.
Ready to drink cocktails are a great option for big nights in, offering hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation.
“To make the most of this opportunity, wholesalers should stock up on Jack Daniel’s and Coca-Cola RTD in GB, made with Jack Daniel’s Tennessee Whiskey and Coca-Cola, and inspired by the classic branded ‘bar call’ serve, JD & Coke, which is enjoyed around the world. We also launched a Coca-Cola Zero Sugar version in GB,” adds Burgess.
“Since its launch, Jack Daniel’s and Coca-Cola ARTD has established itself as the largest ready-to-drink alcohol variant by value, generating nearly £13m worth of sales (Nielsen). And in the last three months the Coca-Cola Zero Sugar variant has generated around 20% of sales (Nielsen), something we expect to increase as we continue to grow distribution.”
Calli O’Brien, Head of Marketing at Aston Manor Cider, comments: “Aston Manor’s ethos is all around affordability. We are here for shoppers, helping them to save with our affordable cider, allowing them to focus their spend on what really matters. Our range provides shoppers with an affordable solution, without trading down on quality, so they can be assured they are not compromising when needing to spend a little less cash on cider.”
Many consumers continue to value convenience and focus on their drink experience at home which is something the Big Night In taps into. From loved favourites such as Crumpton Oaks Apple Cider, through to branching out from wine into perry with the ‘new look’ Chardolini, consumers welcome the chance to try something new at home and opportunities like the Big Night In are times when they are more likely to explore different options.
Aston Manor has announced its Knights Cider brand has become the wholesale market leader, outperforming all other segments in the category.
While the strong amber market is down by 4%, Knights Cider has seen a sharp upwards trajectory in sales, up by 54% (Nielsen). To put this achievement into context, it comes at a time when total cider sales have declined by 7%.
With over 11 million cans sold annually, the UK’s number one strong cider brand has also seen a significant increase in new shoppers with an 11% increase year-on-year (Nielsen).
With rising food and drink prices being the top concern for almost half (49%) of shoppers (Levercliff), Aston Manor Cider has introduced a new range of Frosty Jack’s pack formats, offering more affordability to customers as shoppers look to tighten their belts.
Further strengthening Frosty Jack’s reputation as the market leader in high strength cider, the new Frosty Jack’s range will include a 2.5L bottle and a new 1L bullet bottle.
“Wholesalers should concentrate on providing a range of pack formats to give retailers a greater choice to provide to their customers. Frosty Jack’s and Crumpton Oaks Cider are available as both cans and bottles, and we recommend wholesalers and retailers dual stock both formats to help attract more footfall,” adds O’Brien.
“It’s also worth noting a third of shoppers only ever buy cider in cans (Mintel), so it is important that wholesalers stock both bottles and cans to provide choice for retailers. Frosty Jack’s and Crumpton Oaks Cider are available as both cans and bottles.
“Further to that, cider is the impulse drink of choice, so wholesalers must help ensure retailers can respond to this by offering a 100% chilled range, stocking a wide range of options for customers to buy, take home, and enjoy straight away. When a shopper buys cider on impulse, having it chilled and ready to drink are often more important than price, however, promotions still play an important role in communicating value-for-money that will help to win longer term customer loyalty.”
Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks, comments: “Drinking habits are evolving with changes in lifestyle, new socialising habits and the cost-of-living crisis. We’re definitely seeing drinking in the home as a trend that is here to stay and wholesalers can capitalise by offering their customers a selection of bottled and bag in box wines, RTDs and premixed cocktails for immediate consumption in the home or for taking to big night in gatherings.
“The opportunities for big nights in are endless – think pizza parties, board games or console gaming nights, cheese and wine, film or sports viewings, cocktail nights and cook-offs. The key is for depots to really understand how different consumer groups are approaching drinking occasions and ensure that they are offering that breadth and depth of choice. Consumers will be looking for convenient, great value drinks and new innovations such as fun RTD cocktails and canned drinks, which offer contemporary flavours and tastes, so ensure your depot gives retail customers plenty of options to choose from.”
Overall, we’re seeing a “drink less, drink better” attitude among consumers; they’re drinking less or opting into lower abv options. They want to enjoy excellent drinks, but it’s not necessarily about it being cheap – they want good quality, tasty products and drinking experiences at an affordable price.
Canned RTDs have been met with an explosion of popularity and this is set to grow even further. They’ve landed into drinks fixtures with bright, eye-catching packaging designs, purse-friendly deals and discounts alongside punchier RRPs helping to drive spend and have been embraced by those looking to try new drinks on the market without having to purchase expensive bottles or multiple spirits and mixers. They’re loved especially by urbanites and those who crave convenience and simplicity, looking for affordable drinks to suit their lifestyle and current trends.
Mix Up canned RTDs are perfectly placed to offer consumers great quality at an affordable everyday price for big night in occasions.
Last year, Kingsland Drinks expanded the range to include three new flavours: Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade, and Apple Rum, Lime & Ginger Ale, which have been flying off the shelves and are positioned to win in the current context. The packaging grabs attention on shelf, while communicating the refreshing nature of the drinks.
“The beauty of these products is that the single serve measures encourage trial and experimentation. It is an extremely cost-effective way for consumers to try new flavours, products and brands, plus they’re portable, making them ideal for enjoying during big nights in,” adds Taylorson.
“We recognise the potential for growth in the wholesale and convenience channels and are exploring the opportunities to introduce a 4x250ml pack to cater to a wider range of consumer preferences. A multipack offering would provide extra convenience, value and variety while allowing consumers to take them to a social setting and enjoy with friends.”
Caitlin Brown, Category Executive, BrewDog PLC, comments: “Despite trying to save money by going out less, shoppers still like to treat themselves, so indulgence is a key trend at home. However, they continue to be conscious of cost, so quality is vital if they are spending more.
“We know Quality (66%), Taste (50%) and Range (45%) are the top drivers to purchasing BrewDog, with Well Priced at 29% (Dunhumby). We expect these to remain a priority as consumers continue to cut back in other areas of their lives, reducing overall store spend in-store.”
BrewDog has identified four key occasions (Kantar), which drive the Big Night In missions in-store for Craft Beer and Premium Lager and help identify key products and ranges to include.
Night In (63%) – this might be alone or a meal as couple, a chance to wind down and relax at the end of the day or spend quality time with a someone, generally involving food. This is an opportunity to highlight 4-packs along with meal for tonight solutions.
Regular/everyday drink (34%) – as before this could be relaxing at home alone or with a partner or spouse, but more habitual, rather than a special event. This is a key occasion for alcohol-free, where shoppers are looking for a drink to unwind with nightly but wanting to moderate mid-week.
Planned social occasion or BBQ (39%) – relates to a bigger gathering at someone’s home, a more upbeat get-together with friends on a weekend. To cater for a bigger group with different tastes, larger multi-pack formats and BrewDog’s Mixed pack are ideal for this occasion, maybe linked to sharing style snacks.
Party Mood (36%) – this can simply be drinks before going out or a party at home with friends and family – the emphasis here is on fun. Where a 4-pack is the perfect accompaniment to pre-drinks, larger multi-pack formats and BrewDog’s Mixed pack are best placed for larger parties.
Multipacks are a key growth driver for the category, and BrewDog has placed its focus on mid-size multi-packs, as they become more common place within the consumer repertoire, particularly for socialising. BrewDog Punk IPA is the number one craft beer brand (Nielsen), and therefore acts as a signpost for the category – available in multiple formats, including single cans, 4-pack, 8-pack and 12-pack, making it accessible for shoppers in all channels.
“Our BrewDog Mixed Packs have also been an important recruitment tool,” adds Brown. “Our research shows that 50% of first-time purchases come from multi-packs, and larger mixed formats significantly over index with first time buyers. By working with our customers to increase distribution of these formats, we have been able to engage more shoppers to trade up in weight of purchase and encourage them to return to the category.”
Sunny Mirpuri, Director for Wholesale & Convenience, Budweiser Brewing Group, comments: “The cost-of-living crisis is already hitting people hard and it’s only going to get tougher. However, despite this, only 34% of consumers plan on cutting back on their grocery spend (BBG). There is also an opportunity for the Off-Trade to win share from the On-Trade. As consumers look to cut back their spending and reduce trips to pubs and restaurants, we are expecting to see consumers treat themselves at home instead – this presents a huge opportunity for wholesalers to work with their customers to capitalise on the Big Night In occasion.”
Over the last 10 years, the demand for premium and world beers continues to rise and Budweiser Brewing Group is forecasting that around 70% of total beer consumption will be in the premium or super-premium category by 2025.
“It’s important for wholesalers to stock products that meet consumers’ demands,” adds Mirpuri. “Options including Stella Artois, Budweiser, and Corona are popular in the premium and super-premium sector. There is also an onus on the brewer to continue creating new products to meet the evolving taste of the drinker. Our successful launch of Stella Artois Unfiltered emphasises this, as it entered an untapped segment of the UK market, where 84% of super-premium beer drinkers declared they were keen to try the drink (Nielsen).”
The no-and-low alcohol category continues to attract consumers seeking moderation, as well as enticing a new audience. The category is now worth £125.2m across the full trade, making it a necessity for wholesalers to offer a variety of alcohol-free options. One in ten beer drinkers regularly opts for an alcohol-free alternative, a figure which has grown by 16% year-on-year (Kantar).
Budweiser Zero and Stella Artois Alcohol-Free both build on the success of their parent brands and offer shoppers an alcohol-free alternative of their favourite beers. Both these beers have proven successful, growing in volume of sales (Nielsen).
“We are proud to have the top three best-selling beers in the UK in Stella Artois, Budweiser, and Corona,” says Mirpuri. “Our key global brands offer special moments for all consumers. We know that beer plays an important role in UK culture and use occasions to make products synonymous with a recurring moment. Stella Artois and Budweiser are connected to major sporting events, whilst Corona is a staple when enjoying BBQs in the sun. At Budweiser Brewing Group, we continue to grow and evolve our portfolio to cater to consumers. This year, Stella Artois continues to sponsor Wimbledon, as well as Budweiser sponsorship of the England Men’s Football Team at the upcoming Euros. These are major events that allow for instant connection between the brand and its customers. Retailers can take advantage of these moments by stocking up on shoppers’ favourite selections.”
Colin Taylor, Trade Marketing Director at Fox’s Burton’s Companies UK, comments: “The ‘Big Night In’ occasion has become even more important for shoppers and something that all channels can capitalise on. The key to success is offering the right range of treats, at a competitive price. The £186.6M ‘Premium Treats’ segment of ‘Sweet Biscuits’ is helping to drive overall growth across Total Coverage +£14.3M (+8.3%, NIQ).”
Premium-priced ‘Sweet Biscuits’ are seeing strong momentum, and Fox’s Burton’s Companies (FBC UK) is seeing the highest value and volume growth out of the largest branded ‘Sweet Biscuit’ manufacturers (NIQ). FBC has a strong portfolio within the ‘Premium Treats’ segment, made up of ‘Special Treats’ and ‘Big Cookies’.
The ‘Special Treats’ segment is worth £46.8M to the Convenience market, which is seeing strong YoY growth of +£6.2M (+15.3%), outperforming the growth seen across Total Coverage (NIQ). The ‘Special Treats’ segment includes fully coated chocolate biscuits like Fox’s Fabulous Chocolatey Rounds and indulgent recipes like the nutty, caramelised Thomas Fudge’s Florentines and buttery, chocolate-dipped Fox’s Fabulous Viennese Fingers. ‘Special Treats’ are seeing growth partly as shoppers stop buying cheaper everyday segments such as ‘Everyday Treats’ and start buying more premium biscuits, as well as growth driven through existing ‘Special Treats’ shoppers spending more versus the prior year (Kantar).
At a time when shoppers are increasingly engaged with entertaining themselves at home, FBC UK can support this opportunity. Fox’s Fabulous Chocolatey is one of the leading ‘Special Treats’ brands that is already worth £3.7M to the convenience channel, with exceptional growth of +170.9% vs last year (NIQ).
FBC UK is also the market leader with a 60% share of the £18.2M ‘Big Cookie’ segment and is driving growth ahead of the category at +14.7% (NIQ). ‘Big Cookies’ are now the fastest RSV growth sub-segment in Sweet Biscuits (NIQ) and offer a snacking moment with typically 6 to 10 products in a pack with more indulgent flavours compared to an “everyday” small cookie.
The FBC UK ‘Big Cookie’ portfolio includes No.1 Brand Fox’s Fabulous Cookies, worth over £7.6M in Convenience and achieving significant growth of +£2.2M YoY in this channel (+40.5%, NIQ). ‘Big Cookies’ will play an important role for retailers looking to drive cookie sales around the ‘Big Night In’ occasion. The strong momentum on Big Cookies is expected to remain throughout 2024.
“Our advice is to stock up on all three flavours of Fabulous Cookies – Half Coated, Milk Chocolate and White Chocolate,” adds Taylor. “If you are looking to highlight value and quality to your shoppers, all three of these recipes come in £1.99 price marked packs. Finally, take a quick look at your ‘Sweet Biscuits’ range and ensure you are offering shoppers ‘Big Night In’ treats from the fast growing and delicious FBC UK range.”
Matt Collins, Trading Director at KP Snacks, comments: “Consumer demand for sharing products is on the up and snacks are a hugely important part of a memorable sharing occasion. Whether it’s a big get-together to remember, a casual drink paired with nuts, or a family movie night with popcorn, the CSN sharing segment has grown significantly and represents a huge opportunity for retailers. 49% see snacks as a must have for an evening in (Mintel). These have become increasingly popular as consumers continue to spend more time at home due to trends towards more cautious spending.”
At £1.68bn, sharing is the largest segment in CSN, and growing at +13.7% MAT (Nielsen IQ).
Taste is a critical element of sharing occasions as the number one influence for shoppers buying crisps or snacks (Mintel). 91% say spending family time together is very important (HIM), and as recessionary conditions prevail, nights in with family and friends will become more prevalent as an alternative to a night out. 48% of consumers eat crisps, snacks and nuts when watching a film at home (Mintel) and 51% view them as a good low-cost way to boost their mood and celebrate small achievements (Mintel).
KP Snacks is tapping into the rising consumer demand for sharing with a diverse portfolio that will drive sharing product sales and provide shoppers with tasty snacks for all occasions. Its range has something for everyone from popcorn to nuts to pretzels and, of course, crisps. The range can create value and generate demand by meeting all consumer needs and occasions which are becoming even more important. Independent stores can drive sales by stocking everyday treats to add fun and excitement to these occasions.
“Sharing occasions range from easy sharing, more casual and impromptu get-togethers, to special sharing occasions which call for a more premium product,” adds Collins. “By stocking a diverse range of sharing products and family favourites, retailers can drive sales and footfall.”
Walkers is launching three new limited-edition flavours to tap into the meaty and cheesy flavour segments. The new Walkers Unbelievable! Vegan Flame Grilled Steak, Grilled Cheese Toastie, and BBQ Pork Ribs flavours are verified by The Vegan Society.
With enjoyment being the consumer need when snacking (Bolt), Walkers’ latest trio of crisps is set to drive excitement within the category by delivering authentic meat and cheese flavours, whilst being vegan. As Veganuary continues to rise in popularity, seeing over half a million participants in 2022, shoppers will be able to snack on the entire range, which is also non-HFSS, meaning it can be enjoyed by even more consumers without them having to compromise on flavour when snacking.
The brand is also launching a new on-pack promotion that will give back to shoppers and help retailers drive footfall into store. Shoppers have a chance to win £2,500 every day when purchasing any qualifying Walkers packs. The promotion will appear across the new Unbelievable! Vegan range, as well as the Walkers Core, Walkers 45% Less Salt and Walkers Baked ranges.
Rachael Smith, Senior Marketing Manager at PepsiCo, comments, “We don’t believe consumers should have to choose between their dietary choices and great taste when looking for savoury snacks. As Britain’s Most Loved Crisps, we wanted to give shoppers an Unbelievable! Vegan range with authentic meat and cheese flavours with this limited-edition trio.
“This innovation underlines our continued efforts to offer choice to consumers. By bringing meaty and cheesy flavours to market which wouldn’t ordinarily be identified as vegan, we’re hoping to kickstart 2024 by adding some more excitement to the category while helping retailers to maximise sales.”
Kurkure, one of the biggest snack brands in India and Pakistan, which was launched in the UK in 2021, is heating up the Savoury Snacks Category with the launch of its newest flavour – Chilli Chatka. Made with an aromatic blend of chilli, spices and lentil flour, Kurkure Chilli Chatka is now available in the convenience and wholesale channel.
With shoppers always on the lookout for bolder new flavours and snacking experiences, the crunchy texture and full-on taste from Kurkure will appeal to consumers looking for something different to their usual snacking choices. Kurkure Chilli Chatka packs a spicy punch that delivers the authentic taste that Kurkure is known for and follows the success of Kurkure’s Masala Munch and Naughty Tomato flavours, which gained a combined £723m in value sales in 2022 (Nielsen).
Ekaterina Petrova, Senior Brand Manager at Kurkure says: “Kurkure aims to celebrate the diversity of Britain while authentically representing the rich heritage of Asian cuisine and Kurkure Chilli Chatka is the perfect new addition to our portfolio due to its punchy flavour profile. Having already established itself as a well-loved brand amongst retailers and consumers abroad, Kurkure is poised to tap into the growing appetite for new textures and strong flavours. In the last year, 50% of all convenience retailers stock Asian-inspired savoury snacks, and demand is rapidly rising (KAM). Kurkure plans to cement its place as the go-to Asian snack brand in the UK by helping to drive sales, especially during celebratory periods.”
Matt Boulter, UK Sales Director, Mars Wrigley, comments: “The Big Night In occasion has continued to grow as the cost-of-living rises. Price-marked share packs are increasing in popularity as many consumers are looking for value where possible, especially for permissible treats. PMPs offer reassurance to consumers that they are paying a fair price for a quality product. PMPs also prove to be important for convenience retailers as they can build a sense of trust and confidence amongst consumers, driving repeat purchases, even as the cost-of-living crisis continues.”
The convenience sector is ideally positioned to capitalise on the ‘Big Night In’ phenomenon. As consumers seek hassle-free options, they turn to their local convenience stores for quick and convenient purchases. Mars Wrigley’s extensive range of confectionery and chocolate products aims to enhance these experiences and help retailers maximise sales.
“The importance of product innovation to keep in line with evolving consumer preferences is also key here,” adds Boulter. “It is vital to continuously explore new flavours, formats, and packaging options to cater to the diverse tastes of consumers. By introducing limited-edition offerings and exclusive promotions, we add an element of excitement to the ‘Big Night In’ experience, fostering brand loyalty and encouraging repeat purchases.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Though shoppers continue to feel the pinch of pennies, treats remain a ‘must’ that consumers do not wish to compromise on. Moments of indulgence continue to be important, particularly for younger adult consumers, as a way of destressing, while many consumers associate snacks with connecting with others. Our research supports this, finding that the ‘special treat’ category in particular has seen strong growth of 15% from 2022 to 2023.”
Recent circumstances have increased sales of confectionery multipacks. Multipacks offer shoppers a convenient and cost-effective way to purchase their treats in advance; they’re most often bought as part of a scheduled shopping trip by consumers looking ahead, rather than those buying on impulse when out and about.
“Shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time together,” adds Nash. “This subsequent increase in the Big Night In occasion can be catered to with our gifting and sharing formats.”
Snacking occasions are continuing to grow and shopper engagement with occasions is strong, with the percentage of consumers who snack and the average number of snacks per day both being in growth.
At the same time, consumers will stay mindful of what they consume. Shoppers still enjoy taking the time to consider their snacks and in challenging times they are loyal to the brands they know and love, with Mondelez’s brands remaining well-placed for this.
Value has different meanings to different consumers. Whilst price remains important, with 71% of shoppers claiming total price has become more important to them, value is more than just price. Value encompasses a range of factors such as time, quality, gift worthiness, experience and reward. So, though value is and will continue to be important for shoppers, they are prepared to balance these elements across their total needs as a whole, rather than focusing simply on price.
“A Big Night In occasion is great for bringing family and friends together, and this is reflected in the fact that the top-selling products are typically sharing-style confectionery in tubs, treatsize multipacks and large pouches,” says Nash. “These formats are perfect for all of the various ways that consumers mark the occasion, whether it be celebrating seasonal occasions, entertaining friends and family, or enjoying a big night in.”
Running from now to March across hundreds of Cadbury packs, Cadbury is launching the Win a WEEKEND in Their Boots campaign, which will give winners the chance to grab an all inclusive experience – that’s VIP match day tickets, travel and luxury hotel stay, pitchside access, a meet and greet with a club legend, plus a stadium tour and loads more. This is building on two years of tremendous success through its Win a Day in Their Boots promotion by offering chocolate-loving football fans an even BIGGER money-can’t-buy football experience through its Cadbury FC platform.
Shoppers can simply pick up a participating Cadbury product, enter the barcode and batch code on the Cadbury FC competition site, select their preferred participating club and are immediately entered into the prize draw. Participating Clubs for Win a Weekend in Their Boots are Arsenal FC, Chelsea FC, Leeds United, Liverpool FC, Manchester United and Tottenham Hotspur.
Aditi Hilgers, Head of Meals, Old El Paso, comments: “With a squeeze on household budgets due to the cost-of-living crisis – 83% of UK adults already have less disposable income (CGA) – in 2023, half of people in the UK (49%) said they were spending less on eating out than they did in 2022 (Bidfood and CGA).
“The need to be adventurous with in-home meal solutions has therefore ramped up, and many shoppers are entering the world food aisle looking for exciting dinner options that make them feel like they’re at a restaurant. Category promotions, recipe ideas and meal kits are key for inspiring the recreation of this experience in their own kitchen, in a way that’s still affordable.”
Mexican meal kits, like the range from Old El Paso, are particularly popular. In just a few simple steps, households can create a super social and vibrant occasion, with everyone sharing different fajita or taco fillings. However, many shoppers are looking for a simple way to spice up a meal or add a twist on a usual lunchtime sandwich without investing in a full meal solution. Components, such as spice mixes or rice packs, have therefore become the second biggest category in the UK market. At Old El Paso this is reflected in products such as spice mixes and stand-alone tortilla packs, which have seen strong growth.
With the tightening of purse strings in this period of economic uncertainty, consumers are looking for novel and adventurous dishes to inspire them in the kitchen.
But this doesn’t mean an entirely new blend of flavours or cuisines – fusion recipes and products are seen as just as fresh and exciting. In fact, almost half (46%) of UK adults agree that eating a familiar dish with a global twist has encouraged them to explore that cuisine further (Mintel).
Old El Paso has tapped into this with its latest innovations: Teriyaki Fusion Fajita Kit and Indian Curry Nachips. Teriyaki Fusion Fajita Kit unites one of Japan’s most celebrated sweet and salty sauces, Teriyaki, with Old El Paso’s renowned Fajita kit, providing shoppers with an enjoyable twist to the ordinary nacho flavours.
Scoring 81% purchase intent in consumer testing, the new Teriyaki Fusion Fajita Kit will appeal to families in search of something different adding to their meal-time repertoire.
Shoppers are increasingly opting meal solutions designed to be cooked from scratch, using fresh fruit and fresh vegetables and protein such as lean chicken or meat alternatives (IGD).
As one of the major players in World Foods and the top Mexican food brand in World Foods (Nielsen), Old El Paso invests in innovation to ensure the brand is continually recruiting new households and driving category growth.
New Extra Thin Tortillas are the brand’s lightest ever wraps at 96 calories per unfilled tortilla – 45% less than the large version – while still packing the same great taste. Each Extra Thin Tortilla is the same size as Old El Paso’s large version but 30% thinner, allowing the same functionality and amount of filling. The new lighter tortillas also don’t compromise on taste, texture or functionality, providing the same softness and flexibility Old El Paso tortillas are known for, and are made with quality ingredients and no preservatives.
Courtney Lewis, customer director discounters, Spar and Wholesale, at Premier Foods, comments: “While many of us enjoy going out, the familiarity and comfort of an evening in is still as popular as ever and poses an excellent opportunity for convenience sales. The growing cost of living crisis and health agenda mean that preparing a nutritious and filling meal at home is essential for consumers. Retailers can be sure to meet these needs by stocking trusted and well-known products that provide everything necessary for a meal in with family or friends.”
Big night in opportunities are increasingly in demand, in part driven by need for consumers to cut costs. This poses an opportunity for the cooking sauces, meal accompaniments and desserts categories as they allow consumers to create quick and easy delicious meals at home. What’s more, these products are perfect for the convenience sector, as retailers can offer solutions to shoppers who decide to do their big meal in at the last minute.
“To meet consumer’s desire to recreate their favourite dishes with as much ease and great taste as a meal out – but without restaurant prices – retailers should look to stock products like our Sharwood’s range. In addition, our Ambrosia and Mr Kipling ranges are the perfect solution for those looking for a sweet treat at the end of their main meal,” adds Lewis.
Sharwood’s Reduced Sugar Sauces and Accompaniments range caters for those looking for a traditional and healthy option without compromising on taste. For a curry night, Sharwood’s Mini Plain Naans containing 50% wholewheat flour is an ideal healthier addition.
“We recommend creating cross category dine-in meal deal promotions in store. By introducing deals across a selection of mains, desserts and drinks for one price, your total sales can be maximised. For example, a last-minute curry night with Sharwood’s can be included in your display, encouraging customers to buy across the range of sauces and accompanying sides, helping to increase basket spend,” adds Lewis.
“As big night in is an all-year-round opportunity, engaging with shoppers looking for a meal solution and using point of sale materials is fundamental to remind shoppers to buy items they may have otherwise missed. By creating on and off-shelf displays with enticing promotions you can drive sales and make meal deal options for a big night in stand out.”
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, comments: “Following the cost-of-living crisis, people are typically spending more time at home. Choosing to socialise away from the rising costs of hospitality establishments means that consumers are treating themselves in the comfort of their own home more often.”
Sugar confectionery is a resilient category as it delivers lifts and treats for its consumers. As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator.
“Our focus is on driving choice and by helping to signpost within the category, consumers can easily find a treat for any occasion,” adds Roberts. “As we further develop our product portfolio, we continue to bring a wide range of products to consumers with new flavours, packaging, and textures.”
Consumers looking to manage their spending seek to emulate external experiences on a budget with a special occasion at home. Chupa Chups and Mentos, brands which consumers know, love, and trust the quality of, aim to appeal to existing customers planning a Big Night In by encouraging them to experiment with new candy formats.
Chupa Chups leads the market generating over £8million MAT and aims to bring new and exciting products into the lollipop and candy category. Chupa Chups has introduced Fr-ooze Pop, a new playful sweet treat with oozing candy gel. The addition to the Chupa Chups portfolio is a fun twist on the classic lollipop and is designed to be enjoyed with friends. Remove the lid, lick the lollipop and squeeze to reveal the delicious tasting candy gel! Fr-ooze Pop comes in three popular flavours – strawberry, blueberry, and tropical – certain to be snatched up by loyal Chupa Chups customers.
The brand diversified into the singles market with the mouth-wateringly moreish Chupa Chups Incredible Chew. Incredible Chews have a long-lasting soft chewy texture and are available in three fun and refreshing flavours – Green Apple, Orange, and Cola. In a convenient 45g stick format, each piece is individually wrapped for hygiene and freshness.
Mentos Fanta saw two global power brands from candy and soft drinks join forces to make the orange drink Fanta available in a chewable format. Mentos Fanta launched globally last year, the product is now within the bestselling fruit single lines in convenience, petrol, and travel. Perfetti Van Melle has bolstered the hype around the limited-edition product throughout 2023 with a further £1m marketing investment, which has been expressed though a blend of OOH, VOD, and influencer work.
Both products exemplify affordable indulgence and make a chew-tastic addition to a sharing bowl for your Big Night In, ideal to be enjoyed together with your loved ones.
Louise Reynard, Customer Development Director, UK at St Pierre Groupe, comments: “With the cost-of-living crisis leading to consumers staying in rather than going out, the Big Night In category is set to benefit from the increasing popularity of more substantial Big Night In meals, such as burgers and hot dogs – driven, in part, by the rise in ‘Americana-style’ dishes on menus across the UK. Consumers are looking for quick and easy ways to create ‘fakeaway’ favourites. Wholesalers can help retailers cater to the demand by stocking Baker Street’s range of Burger Buns and Hot Dog Rolls, which are ideal for consumers looking to recreate classic burgers and hot dogs, served with a variety of toppings.”
Baker Street’s recipes have been specifically developed for this purpose – with burger buns ‘built for burgers’ and hot dog rolls ‘ready to handle’ the load. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.
“Savvy retailers will note that growth in the bakery sector is being driven by rolls, so this is a good time for wholesalers to encourage their retailer customers to look at cross-merchandising by meal occasion and offering multiple facings to popular products,” adds Reynard. “Baker Street also offer retailers space-saving OFDs that direct footfall to key displays in-stores.”
Food waste also remains a big topic. People are looking to buy more longer-life food and drink products and to help combat this, Baker Street’s products are cleverly packed to stay fresher for longer and guarantee a minimum life of 35 days from delivery to depot, helping retailers ensure on-shelf availability and reducing the risk of wastage. The Baker Street range’s extended life is a benefit for consumers who are looking for food items with a generous shelf-life to help cater to impromptu entertaining on Big Nights In, and also helps retailers and wholesalers navigate the challenges of our uncertain climate at peak times of year.
“For the Big Night In, wholesalers need to supply brands that allow their retailers to offer products that attract shoppers and keep them coming back,” adds Reynard. “While consumers are highly price sensitive in many categories, shoppers still want affordable indulgence and where relevant, premium products.”
The past few years have taught consumers how to make the most of at-home events and as the difficult economic situation continues, it’s all about ‘levelling up,’ taking hosting to new levels, and offering shoppers an exciting range of take-home options for their Big Night In. The trend for ‘super-sizing’ meals is also one that Baker Street can cater to, with Jumbo Hot Dog Rolls and Mega Burger Buns, which were launched in response to the growing consumer desire for ‘Big’ nights in, in every sense.
The Baker Street range of Burger Buns, Hot Dog Rolls and Seeded Burger Buns are the brand’s best-selling products up 82 per cent in value sales in the last 52 weeks (IRI). Sales of Baker Street’s Mega Burger Buns and Jumbo Hot Dog Rolls have increased by 53 per cent and 140 per cent respectively, thanks to increased distribution as retailers look to meet consumer demand.
The Baker Street Burger Buns and Hot Dog Rolls range, which are cleverly packed to stay fresher for longer, are performing well as the products meet consumer needs around creating impromptu take away classics which can be easily handled, whilst helping to reduce food waste. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.
Baker Street is a brand in growth and distribution of the brand has increased on its core ranges with UK wholesalers this year. Despite financial pressures, shoppers are still keen to treat themselves well at home and are investing in brands that consistently deliver on quality.
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