Mondelez has a broad portfolio of brands and products that consumers really love for Big Nights In. Mondel?z International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Susan Nash, Trade Communications Manager at Mondel?z International, spoke to The Grocery Trader.
GT – Susan, what are the current Big Night In market trends?
Evening snacking is worth over £6.5 billion and is growing.* Chocolate is still the number one choice for those settling down for a night in with friends and loved ones, followed by candy, biscuits and crisps – so there are plenty of opportunities for cross category selling to create the perfect night in.** What’s more, 52% of all confectionery occasions take place with other people present, so having a range of sharing formats is key if retailers are to maximise this opportunity. The savoury category also has an important role to play in the Big Night In mission. It gives consumers contrasting choices and offers great scope for retailers to create crosscategory displays.
GT – Which of your chocolate products target these occasions?
In what we call the Chocolate Tablets sector, Cadbury Dairy Milk, the UK’s favourite chocolate brand*, launched two new Cadbury Dairy Milk Oreo tablet variants in February. Available in stores across the country, the two new bars have a flavoured cream filling in two popular flavours – Mint and Peanut Butter – with added generous chunks of Oreo cookie, all covered in smooth and creamy Cadbury Dairy Milk chocolate.
On the Chocolate Sharing bags side, Cadbury’s has launched Cadbury Fudge Minis, which became available in stores in January. The new variant offers consumers the Cadbury Fudge brand in delicious, permissible bitesize pieces. This launch aims to drive incremental sales for the family sharing occasion, particularly amongst young families spending a night in.
GT – What bagged sweets do you offer?
Candy sharing bags are a strong sector for us. This February, Maynards Bassetts launched Wine Gums Tangy, which aims to bring more adults to the sour segment. The new candy bag is the third innovation since Maynards and Bassetts joined forces last February and will be the brand’s first sour adult candy. Following this launch, the Maynards Bassetts Wine Gums brand will return to the small screen in May with a TV campaign that will air for six weeks, as a part of a £6m marketing programme for the brand in 2017. The TV campaign will follow on from last year’s ‘Tasty Intermissions’ and will showcase the new sour flavours.
GT – Have you brought out any new biscuits recently?
Our Oreo brand introduced Oreo THINS this January, which are a thinner and more delicate Oreo cookie with a layer of Original Vanilla or Chocolate Creme cream. The product offers a new, more sophisticated eating experience that answers consumer desires for a thinner and crispier treat while still delivering on great Oreo taste. The launch is being supported by a £3m marketing investment including TV, outdoor, PR, digital and sampling activity, which will kick-start a 360° marketing campaign that aims to bring to life the world of new Oreo THINS to the UK markets
GT – That’s a lot of sweet snacks. Do you offer savoury snacks as well?
Yes, we do. Ritz shook up the savoury sharing category with the launch of Ritz Crisp & Thin in May 2015. The launch step-changed growth in the category and was a direct response to the consumer demand for permissible snacking options. These deliciously innovative, baked, crispy and thin snacks are now available in six flavours, following a demand-driven extension to the original four options in June 2016 (Cream Cheese & Onion, Sea Salt & Vinegar, Sea Salt & Black Pepper, Sweet Red Chilli, Roasted Chicken and Lightly Salted). Each flavour is available in 100g sharing bags, to help retailers attract Big Night In customers looking for a savoury snack to share.
GT – Finally, do you have any merchandising advice for multiple grocers to make the most of Big Night In sales?
The biggest Big Nights In are usually at the weekend, so make sure your displays are prominent and well stocked towards the end of the week. In the evening, beer, wine and carbonated drinks are complementary categories to chocolate, savoury snacks and biscuits. Position cross category products on the same display or within easy reach of each other.
Create a Big Night In feature in store by stocking a range of the top evening snacking categories: chocolate, sweet biscuits, crisps and candy – accommodating both sweet and savoury sharing options.
Customers waiting in line are the most likely to select products on impulse for their night in, so arrange your display to unlock this opportunity. Bestsellers should always be 1m to 1.4m high, and Cadbury bitesize and candy confectionery ranges can be displayed in hanging bags to catch the eye.
Use secondary sitings in high traffic areas to make sure that consumers see the products as only 13% of people visit all the aisles in convenience stores.***
* Kantar Worldpanel snacking missions data set w/e 11.09.16
** Kantar Worldpanel snacking missions data set w/e 11.09.16
*** Him CTP 2014