Me and My Brand: Ashley Taylor of Accrol

Ashley Taylor, Sales & Marketing Director at Accrol, tells us about that most vital and versatile household product, kitchen roll, and why Magnum is the very best one to stock

Can you please give an overview of your brand …

Kitchen roll remains a staple in many UK households, with over 79 per cent of consumers using it regularly [Mintel Household Paper Products UK 2023 Report]. Most commonly used to mop up spills, wipe surfaces, and for general cleaning purposes around the house, users seek high absorbency and strength to achieve an exceptional hygienic clean. This is exactly what Magnum delivers.

Magnum offers a range of household solutions, including Magnum Super, a great value two-ply everyday kitchen towel; Magnum Ultra, a strong three-ply kitchen towel that’s absorbent yet economical; and Magnum Mighty, a premium, super-strong three-ply sheet perfect for heavier household tasks.

Remaining competitively priced and at a quality the consumer wants, Magnum kitchen roll is manufactured from sustainably sourced materials (FSC & 50 per cent PCR), made using 100 per cent renewable energy and packaged in 100 per cent recycled materials.

How is your brand currently performing?

As the UK’s No.4 kitchen roll brand [Neilsen Scantrack, 9 March 2024], Magnum is performing really well as it continues to grow, securing listings in major multiples, wholesalers, and discount retailers. The brand has significantly increased its market presence, driven by consumers seeking exceptional value (Great Quality at an affordable price) and responsibly made products at lower price points, which is resulting in exceptional loyalty to the brand. We continue to have retail partners add to their current listings.

Over the last 52 weeks, Magnum has grown by over 51 per cent [Neilsen Scantrack, 9 March 2024, L52w] and continues to experience a positive trend in market traction.

How is the tissue market currently performing?

Like many other categories we have seen a shift in consumer behaviour in the last two years due to the cost-of-living crisis. Consumers are extremely value focused (Great Quality at affordable price). This has meant many have been unable to afford the market leading brands.

Kitchen Towel is in an “Opt-in Category” and Magnum has been well placed to support the change in consumer behaviour by offering right price points and value propositions to meet the daily needs of their customers.

Do you have any new product development?

At the beginning of the year, we introduced Magnum Ultra Double Roll in price-marked packs to wholesalers nationwide. By doubling the number of sheets per roll, we have significantly decreased packaging, increased pallet capacity, and minimised the demand for pallets and trucks. These improvements have collectively reduced our overall environmental impact and CO² emissions.

We continue to look for opportunities for new product development to further enhance our offerings and meet the evolving needs of our customers.

How are you supporting your brand and NPD?

When it comes to bringing our products to market, we recognise the importance of engaging with both retailers and consumers to ensure we offer the right product at the right price. Our commitment lies in leveraging our research and insights to shape our product offerings. Based on these findings, we’re excited to introduce new variants that align with the needs and preferences of our customers.

How important are independent retailers to your brand?

Independent retailers are of great importance to our brand, and we will continue to invest heavily in this sector. We have been working closely with wholesalers nationwide to ensure they stock Magnum, so that it is easily accessible to all independent retailers.

We believe shoppers should have access to great products at a great price from their local convenience retailer. By making Magnum widely available, we’re confident that independent retailers can offer their customers a great value daily essential that can compete with market-leading brands.

Additionally, we prioritise supporting our customers with exceptional customer service, which is reflected in our strong ratings from our customers.

What trends are occurring in the sector?

We know through our research that there are different consumer-drivers when choosing kitchen roll. While absorbency, strength, and hygiene remain essential, factors such as price, sustainability, and convenience are becoming increasingly influential in consumer decisions. Therefore, for convenience retailers, there’s never been a better time to ensure affordable, quality brands, like Magnum, are on shelf.

Magnum kitchen roll is available in price-marked packs which effectively communicates great value to shoppers whilst also allowing retailers to maintain strong margins in a cost-conscious market. Additionally, we’re proud to be a sustainably minded brand, recognising that customers seek excellent value without compromising the planet. We take our responsibility to the environment seriously and believe that sustainability should be affordable for everyone.

Describe your brand in three words …

Great value essentials.