Brownie countertop stands commonly found in cafes are finding success in convenience according to retailers and suppliers.

Judith Smitham, of The Old Dairy, Pydar Stores in Truro, Cornwall, began stocking the products from wholesaler Curious Brownie earlier this year, sourcing a 50cm transpar­ent countertop display stand and creating hand­written labels to give a ‘farm shop’ feel. Options feature bestselling brands such as Mars, Twix, Bis­coff, Oreo and Boost.

With Curious Brownie’s pre-cut trays of 21 units costing between £26.50 and £29.50, each tray deliv­ers 53-58% gross margin at Smitham’s £3 selling price. A staff member told Better Retailing the store had made £500 profit in the first month and was now achieving less than 10% wastage.

Andy Miles of Dike & Son in Stalbridge has installed a similar offer, partnered with nearby baker Victoria O’Brien.

Word of mouth

Speaking to Better Retailing, Curi­ous Brownie owner Eddie Copley-Farnell said his business expanded from a coffee shop to supplying other coffee shops “and now some convenience stores”, mostly on word of mouth.

The minimum order requirement is three trays and features a three-day lead time for delivery to anywhere in the UK. Vegan and gluten free op­tions are available and stores can also request custom toppings.

The trays have a five-day selling period once de­frosted. The staff member at Smitham’s store said a few were brownies are thawed each day to mini­mise waste.

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