Kingsmill has signed a partnership with Heinz Beanz involving in-store cross-merchandising tools to help independent retailers.
The project aims to maximise store sales opportunities by encouraging shoppers to shop for products needed to prepare beans-on-toast.
The meal was eaten at around 238.1 million meals in 2012, according to estimations.
Kingsmill noted that two slices of 50/50 provide 50% of a consumer’s daily wholegrain requirements while Heinz Beanz provides one of the five-a-day.
The merchandising tools will be used in bakery and ambient aisles and include shelf barkers, posters and display units - designed to display Kingsmill 50/50 and Heinz Beanz together.
"Tools will help highlight the products together and should provide shoppers with a recognisable winter meal solution, the off fixture display will also assist retailers with incremental sales opportunities during the winter months," said Julia Perry, channels shopper and trade marketing manager at Allied Bakeries.
"Heinz Beanz on toast provides the ultimate winter warmer," said Parminder Walia, convenience development manager at Heinz, adding that the collaboration brings the meal solution front of mind for shoppers, while unlocking incremental sales for independent retailers.
© 2014 - European Supermarket Magazine
