Kerry Foods has said that it is taking its ‘Building a Nation of Chilled Experts’ programme to the next level with the launch of a new digital platform aimed at helping retailers grow the £3.7bn chilled food category to £6bn by 2018.
Kerry Foods launched its industry ‘blueprint’ in 2015 to help convenience store operators optimise their chilled food sales. The group said its new website (www.chilledexperts.com) will now make it even easier for retailers to access the latest category advice, chilled food insights, planograms, competitions and information on Kerry Foods’ brands whenever they need it.
The new website will also provide easy-to-use tools to help retailers analyse their current level of chilled foods retailing expertise, and discover changes they can implement in order to advance their chilled foods offer to reach one of three levels of chilled sales excellence – Get Chilled Fit (Level 1), Build a Basket (Level 2), and Destination Chilled (Level 3).
“We know that the opportunity for growth in the chilled market is huge,” commented Ian Garrett, Convenience Sales Controller at Kerry Foods, “and with products available for every shopper mission, including Food To Go, Top Up, or Meal for Tonight, Kerry Foods is well-placed to help retailers to drive incremental sales. Our ambition is to take retailers on a chilled retailing journey that could turn the number one food category in convenience into a £6bn proposition by the end of 2018.”
He added: “We have seen that those retailers that have implemented the Building a Nation of Chilled Experts programme have already seen up to a 40% rise in basket spend, and our website should allow even more retailers to replicate this success for themselves.”
Ramesh Shingadia, owner of Londis Southwater, who has been trailing the new website, commented: “Kerry Foods’ new Building a Nation of Chilled Experts website will be a great resource for retailers looking to maximise the chilled food opportunity in their stores.
“Getting the chilled food offer right is essential in building basket spend throughout the store and the plan your chiller section of www.chilledexperts.com is a great way for retailers to get inspiration on chiller layout, while the insight section shows the true size of the opportunity.
“I would encourage all retailers to use the effective tools on offer to check what level of chilled expertise they have already achieved and work towards improving their chilled sales even further using the host of useful tips on offer.”