Buyers Q&A: freezer space is a 'serious barrier' to growth

This article is part of our Ice Cream Report 2015.

Meet the buyers…

Chris Otto, ice cream buyer, The Co-operative

Chris has worked at The Co-op for the past eight years, and has worked on the ice cream category for the past 18 months. He is responsible for overseeing the development of NPD, range planning and management, creating and forecasting promotional plans as well as planning bold and interesting ice cream displays. He says ice cream is a fantastic and fun category to buy for and there’s never a shortage of new products to see and try.

 

Charlotte Tyne, trading manager for frozen foods, Budgens

Charlotte has worked for Budgens for 18 months, having previously been a category manager designate at Booker and spent two years on the graduate programme at British Sugar. Her favourite part of the job is seeing new launches complete successfully. She says frozen food is an unsung hero; it goes under the radar but is secretly very exciting. 

 

 

Paul Dumbrell, interim frozen food buyer, Booths

Paul has worked as a chilled/frozen buyer for over 40 years, during which time he has worked at Safeway, Locost, Nisa, The Co-operative Group, Makro and now Booths. He is currently covering maternity leave for Gemma Addison, buying frozen food, as well as a range of chilled goods, from ready meals to soups.

 

How much of a barrier to growth is the relative shortage of freezer space in British markets compared to that in countries like Ireland?

CT: Space is a serious barrier to growth in ice creams and NPD is always fighting against established products for a spot on the shelf and this leads to some really tough choices. In Ireland and other European countries they tend to have much more freezer space because buying patterns are different, ice cream is much more of a staple rather than a special occasion buy.

PD: This is one of our biggest challenges as we are much more limited in freezer space than the major multiples. We continue to offer the core branded products whilst also looking for a point of difference, which our customers come to expect.

How will the ice cream market shape up in 2015?

PD: The ice cream category is heavily weather dependent and we have recently re-introduced our impulse freezers at front of store to capture the passing trade sales. There are a large number of new and exciting flavours (including gluten and dairy free) now appearing in the market place which should help to drive sales.

CT: We’re expecting to see continued growth across two distinct areas, firstly own label ice creams as people tune into the fact that they are good quality and cost-effective, and also across the more niche brands for those looking for something special. Jude’s is a good example if this, as is The Coconut Collaborative which is also an example of people buying into more adventurous flavours, coffee, carrot cake and peanut butter are all on the agenda now beside staples such as vanilla, chocolate and strawberry with peanut butter a big trend for the year ahead.

CO: It’s always a fast moving market, so there will be lots of NPD for our customers to see and try in Co-operative food stores. I’m pleased with how my summer range is shaping up and I am particularly keen to see how much our customers enjoy the new Co-operative ‘Greek Style’ Frozen Yoghurt range.

What potential is there in the ice cream category as a dessert, particularly given that many people don’t eat dessert it the traditional sense (at the table after dinner)?

PD: The opportunity to drive additional sales at meal times is one that we continue to work at. The offer of a meal deal to include main, dessert and ice cream as an accompaniment is one of the ways we could develop this potential.

CT: There is huge potential for growth; the UK is far behind Ireland and most of Europe when it comes to ice cream consumption so there’s certainly room to see uplift. The launch of ‘healthier’ options like frozen yoghurts, have helped people reconsider ice creams as a dessert option rather than just a hot weather purchase. Brands are also starting to focus on ice cream options as a snack with smaller, good value options that people might pick up instead of chocolate or crisps.

CO: What I try to offer through our range of Ice Cream is a choice for any occasion – whether that’s ice cream as a more traditional accompaniment to a dessert, a luxury tub in front of the telly, or a refreshing treat on a summer’s day.

What was the best launch in ice cream in 2014?

CT: Our best ice cream launch last year was Jude’s Ice Creams. It was really exciting to see them added as a supplier, they’re a lovely brand and they really fit with the Budgens ethos of enlisting interesting and affordable artisan brands. We added three flavours – vanilla, chocolate and salted caramel and our customers have responded really well to all, with salted caramel already a firm favourite.

CO: Unilever marketed their 25^th anniversary product - the Magnum Marc De Champagne - very well, whilst the Oreo Ice Cream products have gone from strength to strength. Also in Scotland the Irn Bru lollies sold amazingly well.

PD: The NPD has very much been driven by the core brands whilst we have added regional products which compliment these ranges and support our local manufacturers. We have also launched a range of six varieties of Booths Ice Cream 900ml tubs in January 2015 giving us our first own brand products in this sector.

What’s the best way for a supplier to approach you with a new product?

PD: Our ‘Meet The Buyer’ days are perfect for suppliers to come and present any new products. They have a 15 minute window in which to convince us that the product is right for Booths customers.

CT: I love it when a supplier approaches with a really robust plan, when they come to the table with all the necessary information and with fixed and honest timelines for launch. It’s also great when they put a bit of effort into thinking outside the box in terms of what added extras they can offer.

CO: Contact me via phone or email.

Any pet hates when approached by a brand with NPD?

CO: Suppliers who don’t understand The Co-operative and think we’re another ‘big box’ supermarket – we offer a unique opportunity to suppliers with over 2700 stores in communities across the UK.

PD: My biggest annoyance is suppliers that bring products that are totally unsuitable for the Booths customer. They do not understand our business or our customer type and the products that they come to Booths for.

CT: Changing timelines – they lead to us misinforming our retailers and that’s unfair on everybody. Also, lead times that are too short and expectations that don’t fit with the time available.