After what the country has gotten used to over the past twelve months, the strictures that Ramadan brings with it will perhaps seem easier to bear this year, as Muslims fast from dawn to dusk for a month.
By a happy coincidence (which we hope will remain so, in the interim) Ramadan this year will begin in the evening of Monday, 12 April, exactly the date when many of the most severe lockdown restrictions come to an end and shops begin to re-open. Weather permitting, it may well be possible to celebrate the end of the day outdoors at a restaurant if so desired!
By the time Ramadan ends a month later, in the evening of Wednesday, 12 May, life should feel a lot more normal again, and we can probably look forward to the most joyous Eid the country has ever seen.
With each year that passes, Ramadan becomes more of a settled item in the calendar of UK life, and the market for products suitable and in demand during the period of reflection becomes more widespread.
“With nearly 2.8 million Muslims in the UK, there will be many people taking part in Ramadan across the country this April and May, presenting a real opportunity for independent retailers to be a port-of-call throughout the period and drive maximum sales,” says Bestway Wholesale’s Trading Director, Kenton Burchell.
Last year we pointed out how, in retail terms, Ramadan is bit of a contradiction. On one hand it is a (lunar) month-long period when your target customers don’t eat anything during daylight hours, therefore threatening sales and revenue. On the other, it is an ongoing festival season where every night a welcome celebration meal – the Iftar, which means to break a fast – takes place to make up for all the food and drink that didn’t pass the lips during daylight hours since the pre-dawn Suhoor meal.
It makes for an interesting merchandising period, when impulse sales will be spurred on by genuine hunger and anticipation as observers of the daily fast hurry home to start cooking and eating.
Additionally, this year, we must take into account the incredible shift in spending that has taken place during the pandemic, from larger supermarkets to local shops, as people stay home and buy items in smaller amounts, more frequently, in their close neighbourhoods.
It was an unforeseen change that has very much benefitted the revenues of the convenience sector, and can be made even more profitable by stocking the right goods for Ramadan and merchandising them to best effect.
Clearly then, the key to winning in Ramadan is the careful planning and marketing of the best range of temptations for the hungry shopper – those that will give the greatest satisfaction in the very near future when the sun goes down, and which they will likely stock up on before-hand.
The Ramadan sales boost is legendary and can go as high as 70 per cent year on year, so it is definitely worth making the extra effort.
And again, as each year passes, Ramadan – like other World Food occasions – becomes more embedded in the UK multicultural calendar. Ramadan offers very many opportunities for the independent sector and significant incremental sales are a real possibility.
Planning the Iftar
Dried fruits, crisps and snacks, fruit juices, and staples such as rice, pulses and breads, will be the mainstay of the Ramadan impulse aisle – and don’t neglect sweets and pastries, tea and coffee, which often round off the evening meal. Main meal ingredients can be placed on promotion for extra sales.
For the Iftar, it’s quite common and traditional for dates to be eaten before the main meal. Retailers should look to stock these, along with other dried fruits, which provide natural sugars to help restore depleted energy, and which are favourite traditional delicacies.
Following the appetisers, the dishes begin to be brought out, often starting with smaller ones. “A series of snacks are often cooked, such as paneer fritters or vegetable samosas, along with meat and vegetable spicy dishes accompanied by rice and breads,” says Burchell. “Therefore, running special offers across chilled halal meats will help encourage multiple purchases.”
The London-based Mediterranean food specialist Dina Foods, which is a big supplier to Muslim communities, sees sales of its Medjoul dates, Baklawa, Falafel and other savouries, as well as pitta breads and wraps, boom before and during the Islamic holy month, says Dina Foods Managing Director Mr Suheil Haddad.
Photo: iStock
As the leading Baklawa producer in the UK, Dina Foods offers high quality products made to authentic recipes that have been handed down through the generations. All are highly popular during Ramadan and of course Eid, particularly with Dina Foods providing a specialty “Baklawa Ramadan” line.
The company’s range of savouries such as falafel, vine Leaves, kibbeh (wheat, onions, and ground beef formed into football shaped croquettes), sfiha (flatbread cooked with a minced meat topping), Hummus and Baba Ganoush also hits the mark during the Islamic holy month.
Falafels come in a range of irresistible flavours, including Dina Food’s best-selling sweet potato version,together with a chilli and coriander variant. Its entire savouries range also recently attained Vegan Society certification.
Nutrition – especially under conditions of the pandemic, when it is important to keep both your health and immune system at their resilient best – means that fresh fruit and vegetables are also key for Ramadan, to help add nutrients and vitamins after the daytime fasting.
“Drinking plenty of fluids, as well as consuming fluid-rich foods, such as fruit, vegetables, yogurt, soups and stews, is very important to replace fluids lost during the day and to start the next day of fasting well hydrated,” agrees the British Nutrition Foundation.“Salt stimulates thirst and so it’s a good idea to avoid consuming a lot of salty foods. The pre-dawn meal, Suhoor, provides fluids and energy for the day of fasting ahead, so making healthy choices can help you to cope better with the fast”
“A healthy, natural fruit smoothie is an ideal Suhoor beverage, or vegetable soups are an ideal appetiser to help break Iftar,” adds Burchell, and suggests that retailers ensure they have fully stocked fresh fruit and vegetable fixtures.
And the merchandising should shout out about that delicious treats are available: “It’s not just about what retailers do inside the shop, it’s also important to ensure passing trade are aware retailers have plenty of Ramadan products to help entice shoppers through the doors. Utilising window space and marketing the special offers running on dedicated products will help to attract customers in and maximise sales during this time.”
It goes without saying that the finest basmati rice will be in great demand, so it’s time to ensure you have the right-sized larger packs of Tilda in-store. Last year, big bags were worth a massive £50 million – five percent up on 2018-19, with Ramadan accounting for 36 per cent of annual sales volume for larger packs. But smaller ones meeting everyday needs are also vital to stock for the right range to guarantee maximum sales. Basmati in 2kg and less is worth £15.5 million– but bigger is certainly getting better in Convenience. (Tilda’s Head of Marketing, Anna Beheshti, told us that big bags were growing an amazing 90-plus per cent in value across total Convenience last year.)
“Tilda would recommend stocking a range of formats,” Beheshti said. “Tilda Pure Basmati is available in the following pack sizes: 500g, 1kg, 2kg, 5kg, 10kg and 20kg.” For Ramadan, “shoppers usually trade-up to larger pack formats like the 5kg, 10kg and 20kg,” she advises.
Biryani dishes are also particularly popular during Ramadan with consumers cooking large pots of different biryanis and pulavs. Starting with the right rice is massively important to getting these popular recipes right.
For those meals, Tilda Grand Extra Long Basmati rice’s long and fine grains look incredible on the plate and stand out regardless of the ingredients it’s combined with. Grown high up in the misty valleys of the Himalayas, it is available in 5kg, 10kg and 20kg packs.
Tilda Golden Sella Basmati is a par-boiled rice that has the quality some Muslim consumers prefer for the rice not to stick. It is a versatile Basmati rice that offers the unique taste of Basmati along with rice grains that are golden, fluffy and separate, and is available in 5kg and 10kg packs
Sweets such as Firni or Rice Kheer with rosewater and cardamom are dishes that tend to be cooked in abundance during Ramadan when Muslim consumers break their fast,” she says. “Tilda Superior Broken Basmati is ideally suited for cooking Kheer as it brings rich tastes and aromas to the dish,” and can be bought in both 10kg and 20kg bags.
And don’t forget the breads! Dina Foods supplies authentic wholemeal, white and seeded flatbreads, pitta breads and its versatile Paninette flatbread, which can be used as a wrap, or served alongside a traditional mezze as a tear and share bread – and now even as soft-dough, two-layered pizza bases, sold in packs of four. These can be filled, used as wraps or topped like a pizza, and are perfect to share with family over Ramadan
Dina Foods have recently launched their Tasty Goodness range of pitta breads with three variants: seeded, sourdough, and plain mini flatbreads. All three are made using 50/50 wholemeal and white flour.
Quenching Ramadan thirst
Barr Soft Drinks make the fruit juices of the Rubicon brand, the exotic flavours of which have proven incredibly popular with Ramadan consumers over the years.
“Barr has a range of Rubicon products that cater for all shoppers needs,” explains Adrian Troy, Marketing Director.He says that retailers should focus on the Rubicon Still range early in Ramadan when consumers are fasting and then move towards Sparkling closer to Eid celebrations to maximise incremental sales. Rubicon Deluxe also plays an important role during Ramadan as an indulgent high sugar drink – these are celebration products and can be merchandised as such to increase excitement and anticipation.
Total Ramadan sales were still up +11.5 per cent last year, with the soft drinks category showing +16 per cent growthon the previous year, according to Kantar. “Larger Rubicon pack formats are seeing growth of +45 per cent,” reveals Troy – a figure that reflects the general move under the lockdown to larger formats moving through the convenience channel.
He adds that World Food soft drink shoppers were also spending more per trip last year, buying an additional 2.2 litres and contributing to +9 per cent volume growth. The taste for the tropical and sub-tropical Rubicon fruit flavours – mango, pomegranate, passion fruit, guava, lychee – are the perfect “getaway” when we are all bound by lockdown and the tail-end of a British winter. Add a day-long fast to that and the sweet tastes are more than welcome, as sales reflect.
Snack attack!
The crisps and snacks category has fared well under the lockdown with the heightening of the Big Night In occasion, and provocative, interesting flavours have benefited especially.
The UK palate is changing, and this is nowhere clearer than in the rush to ever more spicy and chili-packed crisps and snacks. The hotter the better, seems to be the watchword, and the outdated British aversion to strong tastes (can anyone remember when only “Continentals” would consider eating garlic?).
Jon Roberts is Brand Manager at Cofresh Snacks, who are the specialists in developing Asian flavours including traditional Indian Mixes (Bombay Mix, Balti Mix, Khatta Meetha etc) potato-based ‘Grills’ range in six flavours, Chilli & Lemon, Jalapeno and Peri Peri. He says that The booming consumer demand for bolder, spicier food is a key driver in the popularity of world snacks, which should be prominent on the shelves during the Ramadan period.
“Consumers are becoming ever more discerning and are actively seeking out great-tasting authentic snacks in preference to mediocre alternatives. Snacks are up +29 per cent with Sweet & Savoury Mixes up 45 per cent (Kantar 4 w/e 24.01.2021) – statistics which reflect the trend we’ve seen throughout Covid where people have wanted to give themselves a special treat or just to gain some energy to get through the long days of working from home.”
Ramadan therefore is not only a great time to maximise sales, as consumers will be looking for tasty and traditional snacks to enjoy when they gather to celebrate Iftar each evening, but it is also a great opportunity to highlight your offering and increase your customers’ basket spend, says Roberts.
Ramadan is also an opportunity for the convenience snack aisle to come off best against the mults, making the most of local and impulse influences – not least with the indies’ PMP advantage. “We find in our Grills (crisps) range, PMPs are very important as they allow retailers to highlight what great value for money they are versus mainstream crisps which are also priced at £1 but are often in smaller packs,” Roberts confides.
To help retailers make the most of Ramadan, Cofresh is offering some of its most popular snacks – as well as some exciting new ‘limited edition’ collections – in share pack formats for extra convenience and value. “Must haves” for Ramadan also include three of Cofresh’s classic Mixes – Bombay Mix, Chilli & Lemon Bombay Mix and Hot & Spicy Bombay Mix in 325g packs – as well as the best-selling Chilli & Lemon and Jalapeno Grills, and Hot Chilli Hoops, in 80g sharing bags.
Additional share packs perfect for Ramadan include:
New Masala Chips and Chilli Chips (120g)
New ‘Party Mix’ packs of assorted Grills, Spirals and Hoops in three delicious flavours – Cheese & Jalapeno, Sweet Chilli and Sour Cream & Chive (120g)
Chilli& Lime and Hot & Spicy Corn Crackers (120g)
Mango Chutney and Chilli& Lemon Poppadums (100g)
Merchandising Ramadan
Ramadan 2021 (or 1442 if you go by the Islamic calendar) is sure to be a interesting one. How far gatherings will be allowed remains to be finally determined, although the trend finally looks as if it’s in a more open direction, which is great news for Ramadan sales.
Also, the month should be merchandised enthusiastically as a run-up preparation for the great opening up of Eid, which truly will coincide with national life starting to loosen and return to something like normal. Make the most of the excitement and longing for better times with delicious and atmospheric products appealingly displayed to tap into this national thirst for easier, sweeter and more social times.
“Creating in-store theatre early on is important to drive soft drinks sales during occasions such as Ramadan, as well as making the most of POS on the fixture,” says Barr’s Adrian Troy. “Retailers should signpost the category and event to entice shoppers in. Increasing online presence, where possible, will also help to maximise communications with shoppers throughout any lockdown restrictions that might be in place.”
Bestway’s Burchell says,“We advise that retailers create a specific Ramadan area in the store, where all related products can be found, making the shopping experience as quick and convenient as possible. Utilising a shelving space adjacent to a chiller is ideal, as that way all ambient and chilled products can be housed near to each other.”
Co-fresh’s Roberts emphasises the logistics of lockdown shopping to assist in Ramadan sales. “In these trying times,” he says, “make sure you offer a wide range of snacks and products so that people can shop ‘grab and go’ with exactly what they need in one place. No one wants to be out shopping too long at the moment!Lockdowns and the pandemic have proven to be a boon to the sector as people have preferred to shop closer to home and avoid busy shops where possible.”
This encapsulates the Ramadan opportunity for independents, whose connection with Ramadan observers is in any case firm to begin with on a community level:“During Ramadan, there is a great opportunity for independents to set out attractive merchandising displays and showcasing new or special offer items,” Dina Food’s SuheilHaddad enjoins. “Independents can operate with speed and offer greater variety than the multiples, providing a welcome platform for innovative suppliers over Ramadan and all year round,” he concludes.
As industry leaders is cash handling, Volumatic has long supported the use of cash and the importance of maintaining access to cash for both consumers and businesses. The company recognises the importance of the new set of rules created by the Financial Conduct Authority (FCA) two months ago, to safeguard access to cash for businesses and consumers across the UK.
Since introduction, the new rules are intended to ensure that individuals and businesses who rely on cash can continue to access it and the outcome has already sparked the creation of 15 new banking hubs across the UK, including one in Scotland, with many more to follow.
These hubs provide shared spaces for consumers to access basic services, such as depositing and withdrawing cash, and are being embraced by businesses keen to support the use of cash, who have been struggling in recent years due to the flurry of bank closures across the UK.
With this in mind, Volumatic welcomes the increase in banking hubs and other facilities but recommends businesses go one step further to make things even easier.
“We have known for some time that more and more people are using cash again on a daily basis and so it’s great that access to cash is being protected by the FCA, something that we and others in the industry have been campaigning for, for a long time,” said Volumatic’s Sales & Marketing Director Mike Severs. “Both businesses and consumers need to have easy and local access to cash, and these new rules ensure cash usage continues to rise and will encourage more businesses to realise that cash is still an important and valid payment method.”
With time being of the essence for most businesses, making a journey to the nearest bank, banking hub or Post Office isn’t always possible on a daily basis, plus there is the obvious security risk to both the money and the individual taking it to consider.
Volumatic offers integration with the G4S CASH360 integration
Volumatic’s partnership with G4S, announced back in April 2024, means every business dealing in cash anywhere in the UK can have access to a fully managed solution. This will be especially relevant to those who currently have to walk or travel a distance to a bank or PO to deposit their cash.
Severs adds: “Although having more banking facilities is fantastic news, Volumatic can help businesses even more by bringing the bank to them through an investment in technology like the CCi that can offer integration with the G4S CASH360 solution. Together, we make daily cash processing faster, safer, and more secure and the combination of solutions will save businesses time and money for years to come, making it a truly worthwhile investment.“
Volumatic offers a range of cash handling solutions, with their most advanced device being the CounterCache intelligent (CCi). This all-in-one solution validates, counts and stores cash securely at POS, with UK banks currently processing over 2.5 million CCi pouches each year. When coupled with the upgraded CashView Enterprise cash management software and its suite of intelligent apps, the Volumatic CCi can offer a full end-to-end cash management solution – and now goes one step further.
It does this by providing web service integration with other third-party applications such as the CASH360 cash management system, provided by the foremost UK provider of cash security, G4S Cash Solutions (UK).
“Ultimately, only time will tell how successful the FCA’s new rules will prove. In the short amount of time the new legislation has been in place, the signs are already looking good, and coupled with the new technology we offer, it is a good thing for businesses and consumers alike in the ongoing fight for access to cash and more efficient cash processing,” concludes Severs.
Retail technology company Jisp has launched an NPD service as part of its new Direct to Retailer business unit.
The new NPD service will allow brands to launch or trial new products in a guaranteed number of convenience store locations, with on the ground review of execution by Jisp’s retail growth manager team, and performance data and insights deliverable through its scanning technology and back-office systems.
Brands will also be able to draw on retailer and consumer feedback on the product and its performance thanks to Jisp’s significant resource in user communication, with over 1,000 retailers and more than 100,000 registered shoppers.
Brands can set the parameters of the NPD activity delivered through Jisp’s new service, selecting the duration of the campaign, the number of stores to launch into and even the geographic spread or demographic make-up of the stores included.
Product merchandising and promotional execution in store is monitored by the Jisp RGM team and full reporting is available to help brands better understand the success of their new product and shape future promotional strategy.
This robust data and insight set means that Jisp can not only provide a reliable view of what is selling in stores, but through its scanning technology can also indicate who is buying the product, when, where and why.
Alex Rimmer
“As part of our recent strategic review and restructure, we identified five key pillars of growth, or business units through which to drive new business,” said Alex Rimmer, director of marketing & communication at Jisp.
“Our existing core business already provided us the means to develop new services efficiently and through discussions with major brands, retailers, wholesalers and industry authorities, we identified a need for guaranteed implementation and execution of NPD in the convenience sector.”
Compliance is further assured using Jisp’s Scan & Save scanning technology along with a retailer reward scheme which pays stores for their participation and commitment to the process.
With 1,000 stores already registered with Jisp, the company is in talks with other businesses about opening the new NPD service to their stores given the benefits of securing NPD and reward for execution.
“This is a Win-Win for the sector,” added Alex Rimmer. “Brands can create a bespoke NPD launch campaign with a guarantee that their product will be instore, on shelf and correctly merchandised and promoted, receiving actionable data and insight to shape future strategy. Retailers secure access to NPD, support in merchandising it and reward for taking part, while customers find more local touch points where NPD from their favourite brands are available.”
With this new service promising to be such a valuable asset to the market, retailers and brands are encouraged to contact Jisp to capitalise on the opportunities.
Tesco is slashing the price of more than 222 own-brand and branded products in its Express convenience stores.
Essentials including milk, bread, pasta and coffee are included in the lines which have been reduced in price by an average of more than 10 per cent at Tesco Express stores. The retail giant has made more than 2,800 price cuts across stores in recent months. With 2,048 of convenience stores at the end of the 2023-24 financial year, Tesco aims to benefit hundreds of thousands of customers from the cheaper deals.
The firm said the move comes in the wake of more than 2,800 price cuts made by the chain across its stores in recent months. From Wednesday, customers will pay £1.45 for a four-pint bottle of milk at their local Tesco Express store (down from £1.55) and a Tesco Toastie White Thick White Loaf is also 10p cheaper at 75p.
There are even bigger savings on Tesco Chicken Breast Portions (300g), which have dropped in price by 25p to just £2.25 and a 200g jar of Tesco Gold Instant Coffee now also costs 25p less at just £2.25. Among the branded products with price cuts are Warburtons White Sliced Sandwich Rolls, with the price of a six-pack cut by 10p to just £1.20 and Domestos Original Bleach 750ml, which is now just £1.19 in Express stores after an 11p price cut.
Tesco CEO Ken Murphy said, “Today’s round of price cuts on more than 200 lines in our Express stores underlines our commitment to offering great value to Tesco customers.
"Whether you are picking up coffee and milk for the office or a loaf of bread and a tin of soup on the way home, our Express stores offer both convenience and great value.”
This comes a week after One Stop, the convenience store chain owned by Tesco, has reported a surge in sales to nearly £1.3bn during its latest financial year. The Walsall-based company posted a revenue of £1.29bn for the 12 months to 24 February, 2024, an increase from the previous year's £1.17bn. Over the course of the year, the number of stores directly operated by One Stop increased from 712 to 733, while its franchised locations also grew from 291 to 317.
1. One in five people who have successfully quit smoking in England currently vape, with an estimated 2.2 million individuals using e-cigarettes as a smoking cessation tool.
2. The increase in vaping among ex-smokers is largely driven by the use of e-cigarettes in quit attempts, with a rise in vaping uptake among people who had previously quit smoking for many years before taking up vaping.
3. While vaping may be a less harmful option compared to smoking, there are concerns about the potential long-term implications of vaping on relapse risk and nicotine addiction. Further research is needed to assess the impact of vaping on smoking cessation outcomes.
ABOUT one in five people who have stopped smoking for more than a year in England currently vape, equivalent to 2.2 million people, according to a new study led by UCL researchers.
The study, published in the journal BMC Medicine and funded by Cancer Research UK, found that this increased prevalence was largely driven by greater use of e-cigarettes in attempts to quit smoking.
However, the researchers also found a rise in vaping uptake among people who had already stopped smoking, with an estimated one in 10 ex-smokers who vape having quit smoking prior to 2011, when e-cigarettes started to become popular. Some of those smokers had quit for many years before taking up vaping.
The study looked at survey data collected between October 2013 and May 2024 from 54,251 adults (18 and over) in England who reported they had stopped smoking or had tried to stop smoking.
“The general increase in vaping among ex-smokers is in line with what we might expect, given the increasing use of e-cigarettes in quit attempts. NHS guidance is that people should not rush to stop vaping after quitting smoking, but to reduce gradually to minimise the risk of relapse,” lead author Dr Sarah Jackson, of the UCL Institute of Epidemiology & Health Care, said.
“Previous studies have shown that a substantial proportion of people who quit smoking with the support of an e-cigarette continue to vape for many months or years after their successful quit attempt.
“However, it is a concern to see an increase in vaping among people who had previously abstained from nicotine for many years. If people in this group might otherwise have relapsed to smoking, vaping is the much less harmful option, but if relapse would not have occurred, they are exposing themselves to more risk than not smoking or vaping.”
For the study, researchers used data from the Smoking Toolkit Study, an ongoing survey that interviews a different representative sample of adults in England each month.
The team found that one in 50 people in England who had quit smoking more than a year earlier reported vaping in 2013, rising steadily to one in 10 by the end of 2017. This figure remained stable for several years and then increased sharply from 2021, when disposable e-cigarettes became popular, reaching one in five in 2024 (estimated as 2.2 million people).
The researchers found, at the same time, an increase in the use of e-cigarettes in quit attempts. In 2013, e-cigarettes were used in 27 per cent of quit attempts, while in 2024 they were used in 41 per cent of them.
Senior author Professor Lion Shahab, of UCL Institute of Epidemiology & Health Care, said: “The implications of these findings are currently unclear. Vaping long term may increase ex-smokers’ relapse risk due to its behavioural similarity to smoking and through maintaining (or reigniting) nicotine addiction. Alternatively, it might reduce the risk of relapse, allowing people to satisfy nicotine cravings through e-cigarettes instead of seeking out uniquely harmful cigarettes. Further longitudinal studies are needed to assess which of these options is more likely.”
Independent retailers association Bira has held a meeting with members of the Treasury team to discuss concerns following its robust response to the Government’s recent Budget announcement.
The Budget, labelled by Bira as "devastating" for independent retailers, was met with widespread indignation from Bira members.
Andrew Goodacre, CEO of Bira, said: “Thank you to all the members who have shared their thoughts on the impact of the budget. Based on this feedback, Bira has been robust in its response and judgement of the budget, especially where it is hurting the medium sized independents by as much as an extra cost of £200K per annum.
“We have also held a meeting with members of the Treasury team to discuss our concerns. Whilst there were no indications that any changes would be made, our concerns were listened to.
“We also discussed the proposed reform to business rates which is due to be in place for April 2026. It was clear from the meeting that Bira will be fully involved with this reform.”
Bira, representing over 6,000 independent retailers across the UK, earlier stated that the reduction in business rates relief from 75 per cent to 40 per cent (capped at £110k) from April 2025 will more than double costs for many retailers.
As a post-budget reaction, Goodacre said on Oct 30, "This is without doubt the worst Budget for independent retailers I have seen in my time representing the sector. The government's actions today show complete disregard for the thousands of hard-working shop owners who form the backbone of our high streets.
"Small retailers, who have already endured years of challenging trading conditions, now face a perfect storm of crippling cost increases. Their business rates will more than double as relief drops from 75 per cent to 40 per cent, while they're hit simultaneously with employer National Insurance rising to 15 per cent and a lower threshold of £5,000, down from £9,100. Add to this the minimum wage increase to £12.21, and many of our members are telling us they simply cannot survive this onslaught."