Page 56 - Demo

SUMMER ENTERTAINING FROM PAGE 53 explains that they aim to support what consumers are seeking out – but also ensure to create great looking products. “...there’s no compromise on the quality of the ingredients or the taste. That is what has inspired our limited-edition Christmas range and our beautiful Fruit Butters.” When it comes to how products should be marketed in retail, Ms Weaver said, “it’s important to have a clear focus and idea of who your shopper is and what they are looking for in a product. Quality and claims are key, so ensure your customer can see any particular claims the product may have on labelling. “It’s also a good idea to eliminate barriers and showcase how customers can use the products, and how simple it can be.” Not a summer without fruit Frulato is considered to be a ‘guilt-free’ treat, that is vegan and mainly consists of fruit. Ms Besser says that it’s sure to be a standout dessert eaten on the side as an accompaniment, used in cocktails, smoothies or breakfast bowls. “As we know this year is unlike any other, however typically over summer we would expect there to be lots of travelling and home entertaining. With the warmer weather people tend to favour fruity, refreshing products and consciously make healthier diet choices.” As Frulato is a new business, their marketing campaign is still constantly evolving, however with Covid, it has already produced its struggles. “For us the most valuable form of marketing is to get people to sample our product,” Ms Besser said. “This has clearly been a challenge during Covid-19 and we are trying to find unique ways to get it into people’s mouths as we can’t offer in-store samples, exhibit at food fairs etc. “We are relying heavily on word of mouth and some social media to get the word out about our fruity, creamy and plant-based offering!” As for retailers stocking their range throughout summer, Ms Besser recommended: “other than the usual point of sale displays, promotions and placement of products, I can’t stress enough the importance of having informed staff on the ground that have ideally sampled the products, particularly in specialty stores, to assist customers looking for guidance or recommendations.” A summer mix, you don’t want to miss Box Mixers are a range of non-alcoholic cocktail mixers, that scream summer. Beverage trends especially have taken a significant turn throughout recent time. “Over 50 per cent of consumers are now mixing, both alcohol and zero alcohol drinks during the same occasion and Google Analytics May 2019, shows that online searches for ‘mocktails’ were up 42 per cent last year,” Mr Barton said. “With this continued trend towards lower/no alcohol and rejection of sugary drinks in favour of more natural alternatives, we saw a huge gap in the market for a mixer brand that has all-natural flavours, is low in sugar and tastes great.” The marketing campaign for Box Mixers, “...will be focused on driving awareness and trial.” “We’ve partnered with a number of influencers who have already been getting creative with our cocktail mixers and our simple ‘How To’ videos will launch across social channels over the coming weeks,” Mr Barton said. As for retailers, Mr Barton says that they are experts in this field, and that they know that their customers love to discover new drinks. “They love to be inspired to experience a different way to serve or mix a drink and we’ll be sharing our ‘How To’ videos this summer, focussed on keeping life simple.” Final tips and insights Mr Lubrano from Sandhurst reveals that grazing boards are a key focus in their marketing campaign at this time of the year. “We push the grazing boards, charcuterie boards, they’re easy. Even an idiot like me can put them together. “They look nice when styled well. “Communal eating is frowned upon at restaurants, \\\\\\\[consumers\\\\\\\] will try to emulate restaurant dining at home.” Mr Rugless talks about the importance of having a customer know that your store has the right products at the right time. “When it is hot people tend to shop early in the day and late in the day. “It is no good having your store look great at 11am but poor at 5pm when people are coming in to get their dinner for the night. Also rostering your staff at the busier times helps satisfy customer needs.” He discusses the joint effort that everyone plays when supplying for the summer-time madness. “The warehouse needs to make sure they are also increasing the stock levels related to the warmer weather items. Dry groceries should be in plentiful supply as there are never any code problems. Stock on hand can be reduced once the warmer weather has passed. “We apply the same principal at store level.” 54 RETAIL WORLD NOV, 2020