Asda and Somerfield are following in Sainsbury’s footsteps by revamping their RTD ranges. Less than a month after Sainsbury cut back on the number of lines it stocks (The Grocer, April 3, p68), rivals are also preparing to unveil plans to simplify their fixtures.
Buyers have admitted that declining sales have forced them to take a tough stance on listing new products and culling brands.
Gerald Aldwich, spirits and RTD buyer at Somerfied, said: “There is pressure for space and we are trying to clear out all the secondary brands.
“Consumers are fed-up with me-too brands and, although we need to try new things, it’s important that we introduce them in single-serve bottles and then bring in multipacks.”
He emphasised that 275ml and 70cl bottles would still have a part to play, adding that the changes were needed to stop customers switching from RTDs to beer.
Asda confirmed it also intended to simplify the fixture over the summer.
Buyers have admitted that declining sales have forced them to take a tough stance on listing new products and culling brands.
Gerald Aldwich, spirits and RTD buyer at Somerfied, said: “There is pressure for space and we are trying to clear out all the secondary brands.
“Consumers are fed-up with me-too brands and, although we need to try new things, it’s important that we introduce them in single-serve bottles and then bring in multipacks.”
He emphasised that 275ml and 70cl bottles would still have a part to play, adding that the changes were needed to stop customers switching from RTDs to beer.
Asda confirmed it also intended to simplify the fixture over the summer.
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