Next week, the full shortlist for The Grocer Gold Awards will be revealed. And on Tuesday 10 June, London’s legendary Guildhall will play host to the ceremony itself, where 30 winners will pop corks in celebration of a prestigious win.
As a taster, however, this week we are announcing the winners of the hotly contested Supplier of the Year awards, which this year is bigger and better than ever.
Hundreds of suppliers were rated by buyers from a who’s who of supermarkets , discounters and grocery wholesalers - including Tesco , Sainsbury ’s, Asda , Morrisons , Waitrose , Booths, Poundland , Musgrave , Booker and Landmark . After collating the results, a winner in each of the 20 categories emerged. Over the next few pages we take a look at those winning suppliers and examine the reasons why they topped their categories.
“With a rigorous judging process, winning one of our category supplier awards is a feat in its own right,” says Adam Leyland, editor of The Grocer. “So we felt we should separate it out from the shortlist for the Golds next week.
“But of course, coming top also automatically qualifies these winners for inclusion in the shortlist for the ultimate prize - a Grocer Gold Award for the Own Label and Branded Supplier of the Year - selected by an elite panel of trading and commercial directors.”
Last year, Walkers scooped the award for Branded Supplier of the Year and Arla waltzed off with the award for Own Label. And both are in the running to secure another win this year. An equally rigorous process will determine the Grocer 33 Store Manager of the Year award. Last year Tesco scooped the award for the first time, thanks Tesco Extra store manager Richard Frear.
The Grocer 33 will also be a highlight. Asda has won this award every year since its inception, and this year will be no exception. Sainsbury’s, winner of the award for Service in 2013, is currently in pole position for the award again. The race to claim Availability is tighter, with Sainsbury’s, Tesco and Waitrose battling it out for the coveted crown.
Another highly prized award is for Britain’s Favourite Supermarket , decided by an independent Nielsen poll of thousands of consumers. Asda has won the award an impressive three times in a row. Can it make it four?
And last year Aldi scooped the big one - the Grocer of the Year - after enjoying a stunning year of rampant expansion and stellar sales. It’s had another cracker this year. Can it repeat its success to make it a double to remember? Or can Asda, Ocado , Sainsbury’s or Waitrose overcome?
There are 30 awards in total. The full shortlist, including the winners of the Branded and Own Label Supplier of the Year, will be revealed at The Guildhall on 10 June.
“With record entries, and some new awards, this year’s Grocer Golds are shaping up to be the best and most competitive ever,” adds Leyland. “So if you are shortlisted, get your tickets soon because it’s always a sellout.”
Tickets to The Grocer Gold Awards are now available. For more information call Rebecca George on 01293 610422 or go to www.thegrocer.co.uk/goldawards.
Alcohol
Branded Winner:
Heineken
Why did it win? “Heineken’s NPD and category support during our recent range review has been exemplary, adding significant value in the process,” said one happy buyer. Another highlighted a raft of successful new products coming out of the brewery giant, including new cider variants from popular brands like Dark Berry Strongbow, and the low-abv Foster’s product Radlers. They also highlighted the fact that Heineken had “excelled in service level and forecast collaboration.”
Own-label Winner:
Boutinot
Why did it win? “Boutinot has really put the necessary resource into their team to drive quality within the product, helping us to win an award on our Prosecco, which has seen very good sales,” said one buyer. “They have also re-worked their supply team to improve inbound supply and ensure solid availability for our customers. Boutinot has a real passion for the quality of its wine , it takes an innovative approach to everything, and it takes the time to understand our business.”
Ambient
Branded Winner:
Princes Foods
Why did it win? Leaving its spat with Tesco to one side, Princes enjoyed a solid 2013, with overall sales climbing 5% and its range of juices flying at value growth of 14%, thanks to a new pack design and a range of new flavours. It also made strides in NPD, launching tuna pasta bakes, sandwich fillers and new corned beef varieties. Princes has “very strong brands and a strong promotional strategy,” said one buyer. Another paid tribute to the support shown by national account managers.
Own-label Winner:
Princes Foods
Why did it win? Princes doesn’t just excel in producing branded canned and ambient food and drink, according to what a range of buyers had to say about its own-label adventures. “Princes Foods embodies all that is virtuous about a strong commercial partnership,” said one satisfied buyer. “Not only are Princes able to consistently supply own-label products of market-leading quality at highly competitive prices, they are also very proactive in finding solutions if any issues arise.”
Biscuits & cakes
Branded Winner:
United Biscuits
Why did it win? “The category management team have been incredibly helpful over the past year, particularly in supporting our range review for Savoury Biscuits,” said one delighted buyer. “They have been creative with their use of a range of different media, trying new initiatives and listening to our requirements when it comes to delivering a great promotional strategy. United also has a good knowledge of the market - in fact, I would say they are experts.”
Own-label Winner:
United Biscuits
Why did it win? As well as branded goods, United Biscuits produces own-label lines for a number of retailers as well as on its branded goods. UBUK attracted high scores from buyers across all scoring criteria, which praised its “great products” as well as the way it offered support to the buying teams. Buyers also highlighted the way United Biscuits have been “proactive in managing costs” over the year for one particular product, vital for the value tier it was producing it for.
Bread & bakery
Branded Winner:
Warburtons
Why did it win? Warburtons are “truly the gold standard for a retail supplier, from a dedicated accounts, marketing and customer activation and development team through to providing comprehensive data and insight,” said one delighted buyer. They also paid tribute to its new product developments, saying Warburtons was “first to market with Sandwich Thins, which has been an unbelievable success story that has left the rest of the supplier base 18 months behind.”
Own-label Winner:
Honeytop
Why did it win? A specialist in flatbreads and naans, Honeytop was praised for “embracing change”, being “passionate about product, quality and innovation” and “exceeding all expectations”. Honeytop is “our category partner who we work closely with on customer and market insight that drives our joint decision making,” added another buyer. “We launched over 20 new products in 2013 with a strong success rate. Honeytop has done an exceptional job.”
Cereal
Branded Winner:
Kellogg’s
Why did it win? Kellogg’s has had a troubled few years, but this award is a clear sign of its return to form. Crucially, the godfather of cereal has not been resting on its laurels when it comes to being a top supplier. “The Kellogg’s team are excellent in all areas, proactive and professional,” said one impressed buyer. “In-store execution of Merlin activity was first class, and the relaunch of snacks , reducing PMPs from 55p to 39p, was simple and effective,” another added.
Own-label Winner:
Nestlé
Why did it win? Own label is a growing force in the cereal category, with Brits spending £282m on own-label products every year. Nestlé Cereal Partners has produced some eye-catching cereal brands recently, like the ‘adult-friendly’ Toffee Crisp cereal, but it’s also working wonders in own-label products, judging by its scores and comments from buyers, who paid tribute to the range, quality, and the “great support” shown to buyers by the Cereal Partners team.
Chilled
Branded Winner:
Arla Foods
Why did it win? Arla Foods was praised by buyers for its work in the chilled category, including one who said Arla “consistently meets deadlines and other order requirements.” They also praised Arla’s product quality, which they said was “consistently good”, and that they have “great brands with the best marketing campaign in the BSM category.” It’s paying off, with Arla brands outperforming the rest of the category, and innovative NPD beginning to hit the shelves.
Own-label Winner:
Rowan Foods
Why did it win? “They’ve shown a true understanding of their demographic and target customer, and it’s paid off,” said one delighted buyer. “We launched with them last year and have seen consistent market share gains in this category, year-on-year growth and great NPD coming down the line. They are an extremely proactive team who embrace change as an opportunity, and they have a really good understanding of us and what is required to grow our business,” added another.
Confectionery
Branded Winner:
Haribo
Why did it win? Haribo performed “brilliantly in priced and non price-marked packs” during 2013, according to one buyer, who also highlighted the way Haribo “keeps delivering solid NPD.” Another buyer liked the fact that price-marked-packs are now available in four sizes - 10p/50p/79p and £1 - which offers consumer young and old, with budgets to match, a “wide range of choice and value.” He also appreciated Haribo’s run of above-the-line TV ads.
Own-label Winner:
Glisten
Why did it win? Glisten produces confectionery for several major multiples, retailers and discounters, making it the second-largest supplier of supermarket own-brands in the UK. “We have a long standing relationship with Glisten,” explained one buyer. “They produce an amazing value product at a great cost price which still delivers product quality. Their availability is good on the majority of lines and they are always willing to to find new ways to develop the category.”
Crisps, nuts & snacks
Branded Winner:
Walkers
Why did it win? Last year’s winner, Walkers shows “enthusiasm, drive and a willingness to meet challenges head-on,” said one impressed buyer. “Last year [2013] was the first year we went with Walkers as category managers and they drove performance right across the category. We will be keen to repeat this in 2014,” said another. “Overall, Walkers show excellent category management, consistently deliver high-quality service, and land market-leading NPD.”
Own-label Winner:
Tayto
Why did it win? In a crowded and competitive category, it takes something special to stand out. Buyers paid tribute to the way Tayto collaborated with them on developing new own-label products and lines, as well as being flexible over pricing issues when one retailer launched a new promotion. Separately, they also praised the way the Tayto team brought along “great market insight to planning sessions, and identified key opportunities and gaps.”
Dairy
Branded Winner:
Müller
Why did it win? “Second to none on product quality and availability, which they are always looking to improve,” enthused one buyer. “Müller also had superb first-to-market execution on Cadbury ’s Pots of Joys core range, which it then surpassed with even stronger first-to-market NPD on Creme Egg Pots of Joy.” Another buyer was similarly full of praise, saying Müller had executed “solid customer-led insight, resulting in significant mutual growth, and share gain.”
Own-label Winner:
Arla Foods
Why did it win? Arla Foods scooped The Grocer Gold Award for Own-label Supplier of the Year last year, and it has topped the own-label dairy category again this year, thanks to what one buyer described as “great quality and great value-for-money products, which is exactly what customers expect from our own-label range.” Arla also had a great year in branded, with Anchor and Lurpak outperforming the market, but winning this category again shows it has bases covered.
Desserts (chilled and frozen)
Branded Winner:
Müller
Why did it win? Buyers highlighted three clear reasons why Müller deserved to top the branded desserts category for 2013. First, “Müller constantly strives to produce innovative NPD that encourages consumer purchase in this category.” Second, “its TV campaigns are very strong, often teaming up with on-trend celebrities to promote the ranges.” And third, “product quality is consistently very good.” Add it all together, and you get a winning combination.
Own-label Winner:
Müller
Why did it win? Another win for Müller, which, like other cross-category winners in the shortlist, indicates a supplier at the very top of its game - indeed, in 2013 it became the category number one after snapping up Minsterley from Greencore. “Müller took on our own-label small trifles business in 2013,” enthused one buyer. “Since then, Müller has consistently delivered excellent quality products to us, while simultaneously driving cost efficiency with a volume promotional package.”
Frozen
Branded Winner:
McCain Foods
Why did it win? McCain is traditionally strong in this category and for good reason. “It has delivered on every one of our requirements and in response our business has grown by 16%, making it a record year for us,” said one buyer. “The account team is very efficient and totally understand the market. They also deliver fantastic product quality and innovation, and market-leading supply chain insight. They really stand out as a true supplier partner.”
Own-label Winner:
R&R Ice Cream
Why did it win? “Service above and beyond expectation,” said one enthusiastic buyer. “In a year where the heatwave was absolutely superb for ice cream sales, through excellent control and joint working practices, our R&R account manager spent quality time with our buying team to ensure we would always be in stock. She was outstanding in her work and her commitment to the account, resulting in major sales increases in the category for all of our members.”
Fruit, veg and salad
Branded Winner:
Soleco Florette
Why did it win? 2013 was a record breaker for prepared salad, with Kantar recording sales uplifts of 10%. Soleco Florette enjoyed their fair share, the highlight being a 66% uplift in prepared salad bowls. It also made some big investments, spending £2m on a new initiative to replace more imports with UK-grown crops. Happy buyers from a range of retailers praised Soleco Florette’s “proactive new product development and excellent packaging design.”
Own-label Winner:
E Park & Sons
Why did it win? Potatoes have had a hard time over the last couple of years thanks to the weather, but with growers like E Park & Sons doing the digging, the category is in good hands. The family-run potato merchant has been in business since 1924 and has the motto ‘Passionate about Potatoes’. Buyers obviously agree, praising E Park for the quality of its produce, but also for its ‘Same Every Time’ potato initiative with one retailer, that was hailed as a great success and led to new listings elsewhere.
Hot beverages
Branded Winner:
Nestlé
Why did it win? A branded category win for Nestlé, which also topped the category for own-label cereal. “The advertising support we receive for Nescafé stick packs, which supports the sales line, makes Nestlé our winners,” said one coffee-loving buyer. “Service levels are very good, in the high 90s,” said another. “Nestlé always has strong promotional plans. They support all their brands really well and they always deliver really solid new product development.”
Own-label Winner:
Loudwater
Why did it win? Loudwater has been brewing up cups of own-label instant coffee for over 20 years now, and it proudly describes itself as a specialist in “manufacturing private label coffee brands.” Buyers clearly agree with them, but Loudwater doesn’t just impress when it comes to delivering a great tasting cup of coffee. One buyer at a major multiple praised Loudwater for its “very competitive” pricing structure, as well as highlighting its “consistently reliable service.”
Household
Branded Winner:
P&G
Why did it win? “Overall, it has been a strong year for this big branded supplier,” said one buyer, who praised their harmonious relationship. “Working more closely with Procter & Gamble , and them understanding the USP in our business model, has produced really fantastic results for us,” added another. “We enjoy a co-operative and collaborative relationship and they have excellent industry knowledge and are keen to generate innovation across product categories.”
Own-label Winner:
Persan
Why did it win? “Intense” was how The Grocer described the level of own-label activity in the household category over 2013. Competition is fierce, with prices dropping down and product quality shooting skywards. In the midst of it all is Persan, which came in for praise and high scores from buyers for its “strong development pipeline of product” as well as its consistently “outstanding quality”. Buyers also highlighted the “support offered to help the end user.”
Infant care
Branded Winner:
P&G
Why did it win? Two branded wins in a row for Procter & Gamble. Buyers said the P&G team are “very good with regards to supply, meaning strong on-shelf availability. They also offer us excellent promotional support for products and supply us with solid category insight.” One buyer was also keen to single out his relationship with his account manager, saying he is “very close to the detail of what we are doing, and very keen to drive good implementation on-shelf.”
Own-label Winner:
Nice-Pak
Why did it win? Nice-Pak has won the category for the last two years, and it topped the category again in 2013 due to strong availability and product quality. “We have never had any availability issues with Nice-Pak and they always deliver on time,” said one happy buyer. Another buyer paid tribute to the standard of the product itself, saying the range of own-label wipes produced for them by Nice-Pak are always “excellent quality products in great packaging”.
Meat, fish and poultry
Branded Winner:
Seachill/Saucy Fish Co
Why did it win? If imitation is the sincerest form of flattery, Seachill must feel overwhelmed by compliments. Even those that play hard to get, like Tesco, which delisted the product in 2013 so it could launch its own copycat version, missed Saucy so badly it wooed it back six months later. And in 2013, Saucy became the first-ever fish brand to make the annual CoolBrands list, which said: “In just under three years, Saucy has transformed the way millions think about fish.”
Own-label Winner:
Young’s Seafood
Why did it win? It’s a good year for fish in the meat, fish & poultry category. As well as a branded win for Saucy Fish Co, buyers scoring the own-label category paid tribute to Young’s focus on “sustainability and improvements to its supply chain,” as well as praising its all-round performance. “Young’s supported the category and maintained excellent service levels, even in times of short supply and high demand, both on white fish and farmed salmon ,” said one.
Personal care
Branded Winner:
Beiersdorf
Why did it win? Beiersdorf is the German skincare giant behind Nivea. Buyers voted it top of the category thanks to its “consistent product quality” and its “reliability” when it came to availability. Innovation also scored highly, after Beiersdorf launched a new ‘in-shower moisturiser’, which is instantly absorbed when activated by water, and a relaunched six-strong range for men, which hit shelves in the major multiples in 2013 with new packaging and improved formulations.
Own-label Winner:
Prinsen
Why did it win? Collaboration, innovation and, ultimately, solid sales figures encouraged buyers to score Prinsen ahead of its rivals in 2013. “Working in partnership with us to help develop new innovative flavours and packaging formats for a new range was a great success,” said one delighted buyer. “The new range was re-launched in week 20 this year and as a result of the great repackaging and reformulation to make even better-tasting products, sales have increased by 37%.”
Petcare
Branded Winner:
MARS Petcare
Why did it win? Mars Petcare also topped the branded category last year for a combination of great service, great products and category growth, and it wins again for similar reasons in 2013. “Mars are innovative and supportive, channelling their efforts through category management to drive the overall pet business,” said one pleased buyer. Another singled out her account manager for special praise and said she had been “hugely supportive over the past year.”
Own-label Winner:
C&D Foods
Why did it win? Own label is on the march when it comes to petfood, with retailers growing their share to a fifth of the £1.7bn market. That means opportunities for own-label suppliers, and buyers pointed to C&D Foods’ “fantastic potential” in what they described as a “market with a very limited supplier base.” While they also pointed to improvements C&D needed to make on product availability, if C&D could crack it, then it “could have a strong advantage,” they believe.
Soft drinks
Branded Winner:
Coca-Cola
Why did it win? Coca-Cola Enterprises is a “great supplier who, despite very limited pack formats, still manages to deliver category growth,” explained one satisfied buyer. “Coca-Cola Enterprises have lots of advertising support and off-fixture display monies supported by a great account team. Plus, they did a great job with availability over the summer when the weather was hot.” Away from the core Coca-Cola product, buyers also pointed to “good NPD”.
Own-label Winner:
Cott Beverages
Why did it win? Buyers described Cott Beverages as a “proactive own-label supplier” that provides “great category support, as well as working with us to drive cost savings and invest these in market-leading activity. Buyers also praised its “excellent overall coverage and delivery.” One buyer also highlighted the speed of the Cott operation, with one new product taking 12 weeks “from start to launch, resulting in excellent product presentation and good early sales.”
Tobacco
Branded Winner:
Imperial Tobacco
Why did it win? Imperial Tobacco topped its category for what buyers recognised as an innovative and pragmatic strategy to combat troubled times. “Imperial’s repositioning of Richmond and JPS from 20 cigarettes to 19 is a bold but strategic move to take advantage of a market which is focused on price,” said one buyer. Another was also delighted by the performance from the Imperial team, despite a change of account manager, saying she, and her support team, had been “very proactive in driving performance for their products, and for the category overall, despite a huge sales decline year-on-year.” A third buyer praised the overall service and support he had received from Imperial, as well as praising the way it “executed its brand proposition.” Add it all together, and in a year when tobacco companies have been fighting against so many negatives, it’s a credit to Imperial that it has made it a year to remember for the right reasons.
The Gold Awards 2014
Last year Walkers picked up the Branded Supplier of the Year award after the PepsiCo-owned bagged snacks operation was praised for its collaborative approach and inspired NPD.
It was the fourth year in a row that Walkers was shortlisted after topping its category and it has done it again this year.
On the own-label side, Arla picked up the award for keeping a steady ship during a year dominated by dairy farmer protests. Indeed, despite the chaos, Arla upped one retailer’s share of the milk business by an impressive 13%.
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