The lunchbox and back to school markets can be lucrative categories for retailers. Over five million children’s lunchboxes are prepared in the UK every day. Health remains a key trend, yet due to the current climate consumers are looking for items at an affordable price that are both healthy and of a high quality. If a retailer can strike the right balance between nutrition and value, they stand to make a real difference.
YAZOO holds 50% volume brand share of the impulse market, selling just over four times the amount of its competitors*. There is little fluctuation by season because it is being enjoyed by consumers at any time during the year. In fact, almost half of all children (47%) drink flavoured milk every month**. The flavoured milk market is continuing to outperform the total soft drinks category offering a clear opportunity for retailers to drive sales.
To coincide with Back to School, YAZOO will be launching a price marked pack targeting families. The 200ml bottle is a grabbable size for smaller hands fitting neatly into any lunchbox. With an RSP of £1, the 3 x 200ml packs*** offer greater value for money for families. YAZOO’s recent packaging makeover ensures real stand-out in the chiller reflecting the brand’s healthier credentials by increasing the amount of crisp white colour to represent the high (94%) milk content.
Using point of sale and by merchandising lunchbox items together, it will enable the shopper to navigate the fixture. Meals deals and cross promotions are ideal for the lunchbox concept. Create a complete lunchbox to show parents how easy it is to select a healthy lunch cost effectively and in just a few steps. The easier it is for parents to find all the items together, the more sales will be generated.
YAZOO is very active in advising retailer’s about solutions to maximise sales through merchandising, ranging and promotions. YAZOO can offer retailer’s on-shelf branded merchandisers to amplify the brand as well as wobblers and mini bus stops, all of which are created to trigger purchase. YAZOO has also invested over £2million this year in an integrated marketing campaign to bring the brand front of mind with all consumers.
Research carried out recently with Relish shows 35% of Mums have bought YAZOO for their children in the last year, ** associating the brand with being healthy, fun and great tasting. Its healthy credentials ensure parents can trust the brand. YAZOO always ensures that its products comply with the relevant Education Nutrition legislation and are labelled to communicate this to Mums. For flavoured milk drinks this is more than 90% milk and less than 5% added sugar (+ approved additives).
All quotes by Helen Cridge, FrieslandCampina Trade Marketing Manager
* Nielsen, Total Impulse Market, 52 weeks 31.03.12
** Relish, Brand Health Check, Nov 2011
*** Available in participating stores only