Selling milk drinks in c-stores

Simple in-store changes and updates are key to maximising the potential of milk drinks. Read on to find out how.

Milk drinks are currently worth £700m annually (+11% YOY) and 50% [Circana] of sales are in the convenience channel. That’s 219m bottles sold every year in convenience stores, which equates to 6 bottles per adult per year [Circana]. However, insights show that there are significant opportunities for retailers to increase the effectiveness of the category by making some simple changes and updates in store.

Frijj Strawberry copy plain

Shoppers expect convenience stores to meet all their basic needs, including impulse purchases, on-the-go, and meal deals. So, there is a huge opportunity for retailers to get right when it comes to milk drinks. Core and consistency are key and, to win, retailers need to deliver on customer choice, conversion, loyalty and value. 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.

Müller Yogurt & Desserts, one of the nation’s favourite dairy brands, has now unveiled a new category initiative – an extension of its ‘Make Pots of Profit’ campaign. The exciting new category-leading program is created specifically for convenience retailers, to offer help and advice to improve the effectiveness of their milk drinks category.

This new category advice toolkit from Müller Yogurt & Desserts offers planograms and guidance, designed to help retailers maximise the category opportunity, delight their shoppers, and get their fair share of sales.

Top tips to inspire shoppers

‘Make Pots of Profit’ is based on category data and shopper insight and focuses on a three-step plan to help retailers get the basics right and meet shoppers’ needs:

1. Stock the best products across key segments, ensuring that all shopper missions are covered by consistently having the right range of top-performing brands.
2. Meet consumer needs for different occasions at the right time.
3. Merchandise the category in the right way to make it easy and exciting to shop, inspiring shoppers and encourage additional sales by keeping pricing realistic and competitive.

By following the advice provided, retailers can be confident they are stocking the right range to meet shoppers’ different consumption occasions.

Maximise shelf layout

To help retailers consistently stock and display the right range in-store and delight shoppers, Müller has created a selection of shelf guides for retailers to use according to their store size. See examples below:

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Products you should stock

Frijj Cookie Dough

Müller’s iconic milkshake, FRijj, is the second-largest grab-and-go flavoured milk drink in convenience (by volume and value) [Circana] and is growing. FRijj has increased its value share of grab-and-go flavoured milk in convenience up from 7.6% to 12% [Circana] in the last year, a key product and category leader for stores to have on their shelves. Available in a range of delicious flavours, including Chocolate, Banana, Fudge Brownie, Strawberry and Cookie Dough, it gives stores the chance to offer shoppers a variety of the popular milkshake.

FRijj represents 3 of the top 5 fastest-growing flavours within convenience flavoured milk drinks¹.

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^Source^{1-4 Circana Convenience GB exc Major Mults, FMD On The Go 52w/e 23.03.24}

Make Pots of Profit with milk drinks

By simply visiting makepotsofprofit.co.uk retailers can select and download the right milk drinks planogram for their store and implement the new fixture easily by following the advice and steps set out.