Merchandising continues to be contentious for brands and sensitive for retailers, but there are signs the two are working together to lure shoppers into the frozen aisle. Take promotional placements, for instance.
"Historically, retailers have reserved the aisle-end for promotions that make up a full meal, meaning you can buy the full works without going down the aisle," explains Kevan Mallinder, sales director at Aunt Bessie's. "But many of the retailers are now spreading those promotions down the aisle, and putting new products in the aisle, which is working to entice consumers."
The major retailers have also emphasised that they are doing as much as possible in terms of in-store signage and promotions. Sainsbury's has delivered door-drop leaflets every three weeks via local newspapers, while Waitrose is running events this summer to drive traffic. In terms of packaging, manufacturers have also realised the need to present food in a more appealing way.
"Our Gastro range incorporates transparent elements in the packaging so consumers can see what they are buying," explains Natasha Gladman, marketing director at Young's Seafood. Meanwhile, Aunt Bessie's has put bigger pictures on its products, and McCain has developed a new brand identity for its frozen potatoes, incorporating its original logo into a rural British landscape and renaming Home Fries as Home Chips.
These are much-needed initiatives to drive shoppers to an aisle that they might otherwise have avoided, says Mark Broughton, planning director at brand consultancy Life Agency. "There is clearly an opportunity to create some in-store theatre in the freezer aisle, to make it a destination purchase that is interesting, albeit cold."
Focus On Frozen Food
"Historically, retailers have reserved the aisle-end for promotions that make up a full meal, meaning you can buy the full works without going down the aisle," explains Kevan Mallinder, sales director at Aunt Bessie's. "But many of the retailers are now spreading those promotions down the aisle, and putting new products in the aisle, which is working to entice consumers."
The major retailers have also emphasised that they are doing as much as possible in terms of in-store signage and promotions. Sainsbury's has delivered door-drop leaflets every three weeks via local newspapers, while Waitrose is running events this summer to drive traffic. In terms of packaging, manufacturers have also realised the need to present food in a more appealing way.
"Our Gastro range incorporates transparent elements in the packaging so consumers can see what they are buying," explains Natasha Gladman, marketing director at Young's Seafood. Meanwhile, Aunt Bessie's has put bigger pictures on its products, and McCain has developed a new brand identity for its frozen potatoes, incorporating its original logo into a rural British landscape and renaming Home Fries as Home Chips.
These are much-needed initiatives to drive shoppers to an aisle that they might otherwise have avoided, says Mark Broughton, planning director at brand consultancy Life Agency. "There is clearly an opportunity to create some in-store theatre in the freezer aisle, to make it a destination purchase that is interesting, albeit cold."
Focus On Frozen Food
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