P&G launch new products and Shelfhelp to guide retailers

Convenience retailers can get ahead of the discounters and multiples by making their fixtures simple and keeping up with trends.

That was the advice from Procter & Gamble (P&G) as the company unveiled new products and campaigns to drive sales this spring.

The company is launching smaller 180g packs for its Lenor Unstoppables for convenience retailers, as well as a new Lenor 22-wash £1.75 price-marked pack.

The case size of its pods is increasing from three to six.

P&G will spend £30m on household marketing, an increase of 20% on last year. Campaigns include a TV advert for Bold, as well as an emphasis on promoting Bold, Ariel and Fairy Cold Wash Gel to capitalise on consumers running cold laundry washes.

Sandeep Hedge, P&G convenience, wholesale and club director, said the company’s retailer initiative, ShelfHelp, would add new features on its website to help convenience retailers increase sales.

“We’re introducing a log-in section that retailers can use to get personalised information and messages. We’re aiming to get more than 10,000 sign-ups in the first year.”