Morrisons has increased its lead in the fascia chart this week with a multitude of floor stacks and off fixture displays in store. Alcoholic drinks is particularly strong in Morrisons. Asda moves up one place to number two while Tesco takes the number three spot, moving up from number five last week. There is a very different picture in the brand chart now that Easter is over with fewer than six percentage points between the top and the bottom of the chart. Stella Artois hits the top spot closely followed by Nestlé which has managed to retain second position by focusing more on the cereal category. Budweiser, Findus, Coca-Cola and McCain are all new entries in the chart. Budweiser has secured its place by making good use of floor stacks in conjunction with price promotions while Findus is most noticeably active in Tesco and uses buy one get one free offers to great effect. Yet again the category chart is dominated by alcoholic drinks which stands more than 22 percentage points ahead of soft drinks at number two. The strength of alcoholic drinks in the chart has been reinforced by the activity on the category in Morrisons in particular, although Asda also sees a lot of activity centred around gondola end displays. In addition to the alcoholic drinks brands which appear in the chart, there is also activity on Rosemount, Beck's and Bacardi, all of which focus on price promotions. Soft drinks and frozen are new entries in the category chart with frozen entering at number three. Frozen is clearly supported by the activity on Findus and McCain. Alcoholic drinks also remains at the top of the own label category chart, increasing its lead from three percentage points to eight. Dairy and culinary are both new entries to the chart this week at numbers two and four respectively. l PromoTrack is produced for The Grocer by Logobrand on a weekly basis to highlight the key promotional activity in the top six multiples. For more details log on to its web site: www.highway42.com/grocer {{GROCER 33 }}

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