Müller Yogurt & Desserts launches ‘Make Pots of Profit’ retailer initiative

Müller Yogurt & Desserts has unveiled a new category initiative for convenience retailers.

Launched at the National Convenience Show, ‘Make Pots of Profit’ is a new category-leading program created specifically for convenience stores to offer help and advice to improve the effectiveness of their Chilled Yogurts and Potted Desserts (CYPD) category.

Currently worth £2.9 billion and is the third-largest sector in chilled, according to Kantar, it is estimated that there are 938m buying occasions for Chilled Yogurts and Potted Desserts in the convenience channel that are not being met due to retailers not having the right range and the right focus in their stores.

According to Anthony Frankland, Senior National Account Manager, Müller Yogurt & Desserts, the category is bigger in value terms than cereals, bread, pet supplies, and morning goods. “We know chilled space is precious, but retailers should give the right amount of space to CYPD that its value return dictates, and getting the basics right is vital. This new initiative is our commitment to try and help convenience retailers unlock an additional 938 million Chilled Yogurts and Potted Desserts buying occasions which should be going through convenience stores, and so we would encourage retailers to give it a try and see the results for themselves.”

‘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. Step one is to stock the best products across key segments, 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, inspiring shoppers and encourage additional sales by keeping pricing realistic and competitive.

Müller has created a selection of shelf guides for retailers to use according to their store size. By simply visiting its hub at makepotsofprofit.co.uk retailers can select and download the right planogram for their store and implement the new fixture easily by following the advice and steps set out.

As well as the launch activity at the National Convenience Show and the dedicated website hub which includes case studies from leading convenience retailers, the campaign will also be supported with trade advertising, trade PR, store drops, competitions and giveaways.