The fascia chart has a new leader with Morrisons storming to the top and particularly active in the alcoholic drinks category with a wide range of floor stacks and off fixture displays for beers and lagers. Safeway, Tesco and Somerfield all remain in the same position as last week although both Asda and Sainsbury have dropped down the chart to positions three and five respectively. Cadbury's has again increased it's lead on the brand chart, now standing 13 percentage points ahead of Nestlé at number two. Cadbury's has increasingly used floor stacks and off fixture displays to highlight its promotions which, as expected, continue to focus upon the Easter theme. Multibuy offers on Easter eggs are particularly dominant and these tend to be multibrand offers including Cadbury's and Nestlé, but also Mars and Terry's. There are five new entries in the brand chart including Budweiser, Pepsi and McVitie's. Budweiser and Pepsi focus on price promotions while McVitie's also promotes buy one get one free offers. Stella Artois and Carlsberg both move up the chart, the second week that Stella has climbed. Price promotions dominate as floor stacks ensure the prominence of the two brands in store. Surprisingly, with all the Easter activity confectionery has failed to hold onto the number one spot in the category chart and is replaced by alcoholic drinks which previously sat at number two. In addition to the alcoholic drinks brands which appear in the chart, there is a multitude of other brands on promotion including Bacardi, Boddingtons, Guinness and Tetley. The success of the category is due in some part to the volume of floor stacks and off fixture displays present in store. In the own label chart household moves up from number two to number one while chilled drops to number four. There are three new entries in the chart ­ alcoholic drinks, cakes and soft drinks. 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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