The Everyday Impulse initiative devised by the Federation of Wholesale Distributors with the backing of four leading suppliers is an example of how wholesalers and manufacturers are working together for the benefit of the independent sector. The initiative is designed to boost sales of confectionery, snacks and soft drinks lines through small stores and the wholesalers who supply them. One of its aims is to cut by 50% the number of stock keeping units sold by wholesalers in the hope this will free up space for the core impulse products that retailers want to buy. It is a radical plan and one that not everybody agrees with. Critics point out the main reason wholesalers over-range is because it gives the best profit mix. Wholesalers have also been working with suppliers to make better use of the space given to impulse lines in depots and improve the way they are merchandised. Those involved in pilot trials are enthusiastic about results to date, which were unveiled at a conference last month. Britvic trading director Tim Roberts told delegates: "We know the prize is big and we have made some great first steps. We have today seen something of a first in the wholesale trade: suppliers and wholesalers on the same platform, talking about the same issue and taking positive action together." The partners are now looking at more radical ideas such as how to merchandise the three categories in adjacent locations. And they want to tackle the issue of how best to offer advice to retailers about the impulse category. On that point, Trebor Bassett's Kevin White said suppliers needed to understand that retailers saw wholesalers as their best source of independent advice. That meant every company needed to take a close look at whether its sales team was reinforcing what wholesalers were saying or merely confusing retailers. Another breakthrough, say wholesalers. {{COVER FEATURE }}