Müller has launched a new initiative to help convenience retailers tap into the £700m milk drinks category.
With 219 million milk drinks sold every year in convenience stores, the dairy brand has – as part of its ‘Make Pots of Profit’ advice toolkit – created a new selection of shelf guides for retailers to use according to their store size.
The launch of the planograms follows Müller research that uncovered an annual £20m opportunity by ensuring all c-stores that sell RTD milk drinks also sell on-the-go milkshakes.
The initiative is supported with a dedicated website, trade advertising, trade PR, store drops, competitions, giveaways, and more.
Müller advised retailers to visit makepotsofprofit.co.uk to download the right milk drinks planogram for their store.
‘Make Pots of Profit’ is an advice toolkit based on category data and shopper insight and focuses on a three-step plan to help retailers get the basics right and drive their category sales. Step one is ensuring that all shopper missions are covered by consistently having the right range of top performing brands. Step two is to meet consumer needs for different occasions at the right time. Finally, step three is to merchandise the category in the right way to make it easy and exciting to shop.
Penny Williams, Senior Category Manager, Müller Yogurt & Desserts, commented: “Milk Drinks feature in several consumption occasions throughout the day, and the key to fuelling growth of the category is to embed the right products into these occasions.
“Using the planograms and guidance we’ve developed retailers can follow the advice and make their store a destination for the category and this could help increase their sales.”
