The scale of some retailers’ food to go operations now rival some delis and cafes, providing new revenue streams and increasing footfall, so is food to go the single biggest opportunity in convenience, and how can it be implemented for little investment?
by Kevin Scott
Recent Convenience Tracking Programme research by him! shows that 79% of purchases in convenience outlets are made by shoppers on an ‘eat now’ mission, highlighting just how big the food to go opportunity is for local retailers. One company investing heavily in this area is Kepak Convenience Foods, which is championing the self-styled Hot, Quick & Tasty (HQT) category, driven by its range of Rustlers burgers, subs and noodles, Zugo’s Deli Café pasta pots and Paninis. John Armstrong, Marketing Director at Kepak: “A major benefit of the HQT category is that it provides a wide range of products suitable for a variety of shopper missions including lunch, dinner, a late night snack or fridge-filler quick meals.
When stocked alongside an instore microwave this lets retailers sell hot food at all times of day. “All the indicators are clear: the HQT category is poised for massive growth in the convenience channel, but retailers need to give these high demand and high margin products the space and visibility they need to make the most of the opportunity.” Kepak says it has recorded major increases in sales of HQT products in every convenience outlet in which HQT has been implemented. “What’s more, in every recent trial, micro-snacks (Rustlers & Zugo’s Deli Café) have been the best performers, highlighting the lead role they are playing in growing this dynamic category,” says Armstrong.
This summer, Baxters Food Group is set to join the food to go revolution with the launch of two new ranges – Baxters meal pots and Fray Bentos Hunger Bursters. The new ambient meal pots from the Baxters Food Group are aimed at time-pressed consumers looking for convenient meal solutions, without comprising on taste and quality. Microwaveable, and ready to eat in just two to three minutes, they suit a variety of different eating occasions, from a lunchtime snack to a more substantial evening meal. The Baxters Meal Pots range (rrp £2.49) consists of four flavours including Vegetarian Three Bean & Chipotle Pepper, Malaysian Inspired Chicken Laksa, Smokey Mixed Bean, Chicken & Quinoa and Italian Style Sausage & Mixed Bean. Fray Bentos Hunger Bursters (rrp £1.99) come in the following variants: Chicken Curry & Rice, Beef Stew & Dumplings, Bolognese & Pasta, Chilli Beef & Rice and Meatballs & Pasta.
At the premium end of the market, Delisante’s new artisan range features handmade, shortcrust tartlets in flavours such as Gruyere & Broccoli, Salmon & Watercress and traditional favourite, Quiche Lorraine. Results from the recent Lantmännen Unibake Bread Barometer show that the trend for baked food-to-go products continues to become stronger and popular. Due to ever growing time constraints, 61% of consumers stress the importance of easy-to-handle bakery products and 20% eat more meals and snacks on-the-go than they did two to three years ago. This is particularly prevalent among the younger demographic, as 42% of 18-34 year olds are eating more snacks on-the-go compared to previous years. Rachel Shoosmith, Product Marketing Manager at Lantmännen Unibake UK, says: “Retailers competing with cafes and national chains can use this research by taking the correct measures to cater for consumers who want food to go.” The company has a huge range of bake-off products, including breads, croissants, Danishes and savoury twists.
