Suck it up this winter!

Medicated confectionery

Medicated confectionery is a great category for driving winter footfall and basket spend and it’s all about stocking the best sellers.

So-called distress purchases can be vital to local retailers in helping to drive up sales and profits, and one category that falls squarely into that bracket is medicated confectionery. By stocking a good range of the best-selling lines, retailers can help boost footfall and basket spend this winter as customers deal with the minor aches and pains that a good Scottish winter is certain to deliver.

Halls, the number one Relief Candy brand in the UK [Nilesen, Jul 2018], unveils an engaging new look and new price-marked packs ahead of the winter season this month, in a bid to help retailers drive medicated confectionery sales.

The new designs will champion the different roles of both the Mentholyptus and Soothers products to help educate consumers on the different functions of relief candy. The Halls Soothers design will showcase the texture of the sweets and its real fruit juice centre, to emphasise the gentle ‘soothing’ benefit of Soothers while packs for the Mentholyptus range highlight the ‘clearing menthol action’.

The new packs have been developed to achieve a stronger stand-out on shelf, while ensuring better consistency across the Halls and Halls Soothers ranges.

Cashing in on medicated confectionery
  • Out-of-home advertising by Halls close to convenience stores will help drive awareness and demand in December
  • Retailers should take advantage of this investment by stocking up ahead of the cough and cold season on consumer favourites
  • If space is limited, stock up on the best sellers: number one SKU Halls Soothers Blackcurrant [Nielsen Jul 2018] and Halls Extra Strong
  • Price-marked packs will help maximise sales especially when stocked at the counter
  • Consider dual siting on both a main fixture and at the counter
  • For further category advice, visit deliciousdisplay.co.uk

Amy Lucas, Brand Manager for Halls, is also keen to highlight the potential benefits of stocking price-marked packs, which offer a number of advantages for both shoppers and retailers. She says: “For shoppers, PMPs offer reassurance they are not being overcharged in convenience and contribute to positive perception. Whereas for retailers the Halls PMPs will help to direct retailers to the top-sellers over lower rotating SKUs, generate improved ROS through stand-out on-shelf and customer trust, while having the convenience of clear pricing.”

The new range of Halls PMPs is now available to order. All packs carry a prominent 75p price mark and plain packs are also available.

The new packs will be featured in a new above the line digital out-of-home advertising campaign in December which will target high footfall locations near stores, in order to raise awareness of relief candy throughout the cold and flu season. The campaign will educate consumers on the range qualities and the fact that they are available at nearby stores.

“We know that our new designs will stand out on the counter, and that the consumer will have confidence identifying which Halls sub-range will best fit their needs throughout the winter season,” says Lucas.

“With total Halls being the number one Relief Candy brand in the UK, and Halls Soothers seeing a double-digit growth (11.6%) during last cold and flu season [Nielsen, Jul 18], we believe that the new look and the PMPs, combined with a nationwide out-of-home campaign close to stores, will provide a real opportunity to inspire purchases and help retailers drive relief candy sales.”

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