Mondelez International is working with UK wholesalers to drive value for its customers. By focusing on core lines and seasonal opportunities, the supplier is transforming depots across the country, inspiring retailers and bringing joy to consumers.
Mondelez International is the number one confectionery supplier in the UK and is focused on bringing fantastic innovation to the market. By working with depots across the country, including Bestway Hackney in east London, Mondelez International is helping wholesalers to focus on core lines while also preparing their customers for the Easter season.
Susan Nash, Trade Communications Manager at Mondelez International, says: “We work with wholesalers and cash & carries at a number of levels to help drive sales through this very important channel.”
Supporting retailers through the wholesale channel
As well as creating fabulous depot displays with its top selling lines, Mondelez International helps wholesalers by offering pre-filled display units that retailers can buy ready to use in their shops. The supplier has used trial prices, smaller case sizes and counter units that can be used in retailers’ display areas. “We offer a range of display materials which distributors can pass on to their retail customers – it’s one of the most important things wholesalers can offer their retailer,” says Susan.
Ghufran Ashraf, Bestway Hackney’s General Manager, says: “I’ve been working with Mondelez International for the past 20 years and they have always been very helpful with product development, promotions and retailer education.”
He added,“This project is all about educating our retailers, with the help of our business partners Mondelēz International. These displays are very eye-catching and there are a lot of products on promotion which clearly states the price and the profit on return, so the retailers can see they are making a good margin.”
Creating a brilliant display in depot
Mondelez International creates eye-catching displays that attract retailers from the moment they arrive at the wholesaler, with display materials outside the depot doors and in the foyer. There are two elements to a great display – the first is core range, which is the staple for depots and for their customers, including the Cadbury Dairy Milk range. The second is seasonal products such as Cadbury Creme Egg, which grew 20% in value in 2014 and Mini Eggs.
Tasdemir Hasan, Retailer, Murray Food & Wine, Hackney, says: “I think it looks really good – it’s eye-catching when you come into the depot. And products like Cadbury Creme Egg sell really well in my shop.”
Over the last year Mondelez International has invested heavily in NPD in both chocolate and candy confectionery, and has brought a number of new products to market for consumption occasions throughout the day, including Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Lu and Ritz. “We will continue to innovate and invest in the category with NPD and promotions. Our sales team will continue to help depots drive offers through display and educational initiatives,” says Susan.
Simon Heather, Field Sales Manager, Mondelez International, says: “Investment in NPD and innovation in our core range is absolutely critical to us. Great displays in depot are important both on the rack end and on the aisle, and also in the front of depot as well. On big initiatives, our customer, the wholesaler, will support us with active selling at the till-point.”
Susan Nash added, “There’s a real opportunity for wholesalers to inspire their customers to purchase those additional lines that perhaps they hadn’t considered when they walked into the depot and that’s a revenue opportunity for the wholesaler. We are promoting our core range, which is the staple for wholesalers and their customers, and also seasonal lines. With seasonal lines, it’s important that wholesalers focus on the particular season in plenty of time.”
Mondelez’s top tips for wholesalers:
- Stock the bestsellers because they will provide a greater rate of sale.
- Ensure you keep your shelves full of product and well-organised so that customers can easily find what they are looking for.
- Be aware of brands being supported and ensure they are highlighted well before the media activity.
- Create secondary displays in high traffic areas of your depot. Using bespoke PoS helps create in-depot theatre and draws attention.
- Be sure to have clear pricing in place.