breakfast
are able to navigate the fixture and find what they are looking for. Retailers should follow these very simple merchandising principles:
Satisfy shopper demand by stocking the category best sellers; ensure all key brands are represented. The ‘must stock’ brands account for 80% of sales
Offering a broad range will appeal to the different shopper needs and increase the likelihood to purchase. Ensure there are not gaps in the range by stocking a selection of products from each of the four key sectors
Ensure key NPD is listed early to capitalise on important consumer trends and to generate interest in the cereal fixture
Use clear blocks for similar products to help the shopper navigate the fixture.
An important part of the cereal fixture, especially at this time of year, is porridge. Porridge is the most quintessential Scottish food, and Scots of all ages still start the day the most traditional way. We Scots take our porridge making very seriously, and the best way to make, season and serve porridge is the subject of many a hotly contested debate – that’s the verdict from leading porridge company Hamlyn’s of Scotland anyway. Despite a mild start to winter the company says this year it has been “fantastic” for porridge sales, and porridge is the star performer in the breakfast cereals category, with sales continuing to rise. Hamlyns has a number of marketing
initiatives planned for the next few months to help boost sales. Together with the new window-style pack design for Hamlyns Scottish Oatmeal and a raft of tailor made trade promotions, this will further strengthen the products clear brand-leading position in Scotland. Activities include an on-pack competition with VisitScotland, a new partnership with Scottish Slimmers which will run throughout 2012, and a packed events calendar, which will see the Hamlyns sampling team exhibiting at over a dozen events throughout Scotland this year, including the Royal Highland Show, Taste of Edinburgh, BBC Good Food Show, and Taste of Grampian. Managing Director, Alan Meikle says: “Our knowledgeable sampling team love taking part in events where they can talk to consumers about oats, and we’ve increased the number of events in our calendar this year, as we find this to be one of the most
Welcome back to the windmill
The UK’s oldest cereal company, Mornflake, has combined its three and a half centuries of milling expertise with the latest technology to create the world’s first modern-day windmill near Boyndie, Banffshire, in the North East of Scotland. Welcomed by Chris Huhne, the Secretary of State for Energy and Climate Change, the windmill begins full operations today. The independent, family-owned company – which also owns the Hamlyn’s of Scotland brand – has returned to the traditional practice of harnessing wind to power its milling machines at its facility by investing £3.5m in a 2.3MW wind turbine. The new turbine provides more than enough energy to power the mill, with any excess being fed into the national grid. John Lea, Managing Director, said: “When my great-great-grandfather introduced steam power into his milling operations, he must have thought the days of the windmill were well and truly numbered. By harnessing the latest technology and our ancient milling expertise, we’ve come full circle and are once again seeing cereal bowls across the UK and beyond filled with oats from a Mornflake windmill.”
Slow release energy
breakfasts cut down on expensive
snacking during the day, says Weetabix.
effective ways of building our brand. With 2012 already off to a great start for us, we’re looking forward to a busy year ahead.” According to PepsiCo, owner of the Quaker and Scott’s brands porridge is no longer seen as just a winter warmer. The hots category is growing 16.1%. In order to meet the increasing consumer demand for Quaker’s hot cereals, PepsiCo UK recently invested £8.5m in its Quaker Oats site at Cupar in Fife. The new state-of-the-art plant boosts Quaker’s oat milling capacity and allows for increased production. Patrick Kalotis, Group Marketing Director comments: “Quaker Oats have been milled at the Cupar site for over 60 years and as we’re one of just two manufacturers that still mill our own oats, it’s really important for us to continue to invest in the site, so that we can protect this great heritage.” To put a bit more convenience into the breakfast occasion Quaker launched Oat So Simple pots this time last year. With no cooking or milk required the innovative Quaker Oats So Simple Pots cater to the estimated 55% of UK consumers who leave home without breakfast and are looking for healthier on the go options.
The recent launch of the ‘Indulgent’ range extends the appeal of Quaker Oat so Simple to non-traditional porridge eaters. Available in three flavours – Chocolate brownie, Creamy caramel, and White Chocolate & Raspberry – the range offers consumers something different whilst still delivering the quality, convenience and health credentials associated with Quaker Oat So Simple.
Quaker also launched a new Quaker
Oat So Simple range for kids, in Chocolate, Fudge, Honey and Blueberry flavours.
46 l SCOTTISH LOCAL RETAILER l FEBRUARY 2012
WWW.55NORTH.COM
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