Stocking up for Christmas


Coppenrath & Wiese is continuing to innovate and expand on its desserts offering with some exciting new additions to the frozen dessert category this Christmas. With more of a focus being put on NPD that is guided by consumer insight research and category analysis Coppenrath have identified a key area for development over the festive season.

Whilst private label offerings extend at Christmas, primarily into the party range, there has been less innovation from a brand perspective. This year however, Coppenrath have four new party lines in the range together with some larger format cheesecakes and gateaux.
Mini Jam doughnuts, Mini Cream Puffs, Danish and Mini Apple pockets are all perfect, bite size products, essential for the party table at Christmas. Many retailers will be offering these on a multibuy to make this even better value for money, competing with the multiples, and providing quality and variety to the party.
Alongside these are the 1100g Mandarin or Strawberry cheesecakes or the contemporary 1200g Banana Split Torte. At circa 14 portions these are a brilliant option for ‘tonight’s tea’ or for entertaining guests over Christmas and New Year.
Traditionally the last quarter accounts for the biggest sales opportunity outside of Easter and retailers should therefore try and allocate suitable space to desserts, focussing on advertising and bringing something new for the consumer. The smaller case sizes allow for products to be displayed straight on shelf and therefore not taking up room in the back. Where possible adjacencies to ice-cream are perfect and inspire customers.
Coppenrath accounts for 35% of the brand category within independents and is committed to driving category growth. We have exciting plans for 2015 that we hope continues to add something new for consumers as shopper patterns continuously change.