P&H is creating a stronger focus on shopper communications to drive sales through retailers' stores this year.

The updated Mace symbol package features a new main strapline 'Whenever, whatever', but there are a total of 42 different messages members can use to promote their strengths locally.

Symbol trade sector manager Michaela Honeywood told C-Store: "Our research shows that the phrase convenience store doesn't mean much to consumers, so we are using lifestyle messages to appeal to shoppers.

"Last year was all about getting our range and the other building blocks right; this year is all about working with our customers to keep adding value," she continued. "With our strengths of the right products, the right standards, availability, value for money and service, we are confident we can recruit new symbol group members."

P&H will also continue to drive its new category management initiatives, its Plus News news management scheme and its PREP core range compliance programme this year.