Müller helps convenience with extra 938m yogurt- and dessert-buying occasions

Müller Yogurt & Desserts today unveiled a new category initiative for convenience retailers. "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. CYPD is currently worth £2.9 billion and is the third-largest sector in chilled. However, there is currently an estimated massive 938 million buying occasions for CYPD in the convenience channel that are not being met due to retailers not having the right range and the right focus on CYPD in their stores. This new category advice toolkit from Müller Yogurt & Desserts is designed to help retailers maximise the category opportunity, delight their shoppers, and get their fair share of sales.

To help retailers consistently stock and display the right range in store and win with shoppers, Müller has created a selection of shelf guides for retailers to use according to their store size. By simply visiting its dedicated website 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.

Justin Whittaker

Speaking about the initiative, Justin Whittaker of MJ’s Premier, Royton, said: “Chilled Yogurts and Potted Desserts is often a forgotten category by convenience retailers. I’d recommend other retailers give Make Pots of Profit a try, it’s easy to do and you’ve got nothing to lose. The steps and planogram make perfect sense and made a massive difference to the ease of shopping the fixture. What really opened my eyes was to see how things have moved on in the category, and spending half an hour doing this and putting in the recommended products reaps the rewards.”

Shoppers expect convenience stores to meet all their basic needs, including top-up purchases, distress purchases, the weekly shop, food to go, and food for tonight. However, latest Lumina data shows that a significant 66 per cent of convenience shoppers are dissatisfied with stores’ product ranges. Having the right range benefits the whole store, and shoppers tend to shop more often and spend more each time they visit. A customer that can find the basics whenever they shop is likely to visit at least three times more each month and increase basket spend by between 25 and 140 per cent.

This is something which Penny Williams, Senior Category Manager, Müller Yogurt & Desserts, sees as a huge opportunity for retailers to get right when it comes to Chilled Yogurts and Potted Desserts. “We know that core and consistency is absolutely key and, to win, retailers need to deliver on customer choice, conversion, loyalty, and value," she said. "By following the advice we’ve provided through this new initiative, retailers can be confident they are stocking the right range to meet shoppers’ different missions and meal occasions, and this could help increase their sales.”