Kingsmill and Cathedral City have teamed up to help retailers increase basket spend and drive the lunchtime meal occasion.

Both brands will be providing bread and chiller merchandising POS material in the form of barkers, posters and wobblers. For bigger stores, FSDUs will be available to showcase Kingsmill wraps, with a reminder to shoppers to pick up cheese to create a quick lunchtime meal.

According to Allied Bakeries, consumers’ increasingly busy lifestyles mean that 7% of workers aren’t taking a lunch break, with those who do taking on average just 29 minutes for lunch. Consequently, shoppers are looking for products that are quick and easy to prepare and fill.

Allied Bakeries trade marketing manager Julia Perry said: “In order to capitalise on this trend of time-poor shoppers and meal misson seekers, retailers need to consider cross-merchandising.

“Tools such as an FSDU will help retailers who are struggling to find shelf availability for Kingsmill wraps, for instance. This partnership aims to help drive sales across both the bakery and chilled categories.”