Optimising food to go: how Ferrero is elevating Tic Tac with convenience retailers to help drive sales

Food to go has grown significantly in importance for retailers within a landscape where time-strapped shoppers are looking for quick, convenient options. Retailers who optimise their food to go offerings are better positioned to drive footfall, increase impulse sales, and build customer loyalty by meeting their need and demand for easy, grab-and-go solutions.

Atul Sodha of Londis Harefield (pictured) took part in a four-week trial with Tic Tac, to test the impact of using strategic displays at multiple touchpoints. During the trial, Ferrero supplied stock, point-of-sale materials, and offered category management expertise to help drive 100% sales uplift for Atul compared to the previous month[1].

Working collaboratively with Ferrero to develop innovative displays, Atul Sodha found Tic Tac was a great example of how to capture shopper interest. He explains, “I think bold, big displays and having the products visible is key. The uptake in interest I have seen from my shoppers about Tic Tac during this trial has simply been around the fact we have done different things in store to display the products. Coming up with creative ideas builds awareness and leads to a boost in sales.” The approach underlined the crucial role that visibility and creativity play in driving purchases in the convenience channel, especially for well-known brands like Tic Tac.

In order to capitalise on the food to go opportunity and capture shopper interest, it’s essential to stock leading brands and ensure offerings stand out. Stocking well-known, trusted brands like Tic Tac is a great example. It currently ranks among the top five brands in the pocket sugar category within the impulse channel,[2] worth £8m^[3].

Ferrero recommends stocking a variety of Tic Tac flavours, such as Fresh Mint, Lime & Orange, and Cherry Passion, to cater to different shopper tastes.

Tips to help boost food to go sales for retailers across the convenience channel:

1. Use key products to create bundle deals, such as incorporating Tic Tac into an ‘essentials’ range whereby customers can pick up the product along with a magazine, newspaper or coffee to cater for morning commuters.
2. Feature brands like Tic Tac in meal deal displays, prompting shoppers to boost basket spend while offering value.
3. Place eye-catching displays near checkout counters, such as countertop units or clip strips.
4. Place product displays at eye level, at the end of aisles and on standalone displays. These prime locations ensure maximum visibility.

[1] Londis Harefield, EPOS sales data, 21/09/24

[2] Nielsen, Sugar Database, Pocket, Value Sales, L52 weeks to 05/10/24

[3] Nielsen, Sugar Database, Tic Tac, Value Sales, L52 weeks to 05/10/24

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