Martyn Fisher talks to Scott Snell, sales director for the impulse sector at Mondelez International about Mondelez’s successes in 2017 and its plans for 2018
BW: How has Mondelez helped wholesalers grow sales in the past 12 months?
Our deep understanding of consumers ensures we can bring highly relevant offerings to the market. Our recent new products, such as Trebor Mighties and Cadbury Roundies, delighted consumers and helped to grow the category.
Our core ranges were also supported. Cadbury’s three-year partnership with men’s professional football’s English Premier League kicked off with the brand’s broadest on-pack promotion to date, making our singles range unmissable in-store!
Specifically, we supported the channel with a wide range of tools such as planograms, high impact point-of-sale material and category advice, which our expert sales development managers delivered to depots.
BW: What is the greatest challenge the wholesale industry faces?
There is a lot of uncertainty in the marketplace, which has been widely covered by the media. We believe focusing on what you do best will do well, and building on your unique selling points is the best way through.
We will continue to focus on growing the category through innovation and investment, and provide products that our customers can really trust to deliver value with effective support.
BW: What trends and opportunities are emerging that customers can take advantage of?
The food-to-go mission will continue to be important for the channel, with lunch and afternoon being the most common missions. But the breakfast mission is growing.
Breakfast and lunch are all about routine, but afternoon is about wanting a treat or meeting a hunger need. Here, confectionery singles are fundamental.
We continue to see a growing demand for sharing-confectionery products, which are ideal for the Big Night In or social gatherings. Tablet and bag ranges are key here.
We have also seen a trend towards premiumisation, particularly in confectionery and biscuits – consumers are looking for a treat in their everyday moments as well as something that delivers that ‘extra specialness’ for a special moment.
BW: What has Mondelez’s greatest achievement been in the past year?
We are proud that we have continued to help wholesalers to get their customers excited about our products and promotions through fantastic displays.
A real highlight, though, was seeing some truly brilliant depot displays in our Premier League activity – these inspired and excited retailers to take advantage of the Cadbury promotion.
BW: What would you like to see happening in wholesale in the next 12 months?
We know that retailers are eager to get category advice to maximise sales opportunities in-store, and as a result, wholesale depots are the ideal location to promote advice that gets cut-through with customers.
BW: Are you planning any activity of which wholesalers should be aware?
Our Easter portfolio has six new products, and Oreo and Belvita will be celebrating milestones, too, so we will be marking the occasions. All I can say is watch this space!
BW: What advice would you give wholesalers looking to grow sales in confectionery?
Display a core range covering singles, duos, tablets, bags and gifting. Highlight bestsellers. Offer both regular and pricemarked packs. Encourage retailers and out-of-home operators to make the most of the seasons – Christmas and Easter are incredibly important. Stock new and promotional products in advance of media investment. Use manufacturers’ display material. Offer retailers category advice.