Show it off

Stressing that milk purchase is the number one top-up mission in convenience stores, Müller Wiseman Dairies says the effective management of milk stock is crucial for retailers.

And it identifies providing offers and deals as a way to attract the four out of five consumers it says aren’t currently buying milk in c-stores.


A spokesperson said: “It’s a little-known fact that shoppers who add milk to their shopping basket will spend up to 30% more than an average shopper who doesn’t. 

“The message is clear: get the milk fixture right and sales will follow.”

Muller Wiseman’s top tips for milk merchandising include: ensure the temperature of milk is below 5C; review the chiller every hour to ensure stock has been rotated to minimise waste; and make your milk visible from the door.

The spokesperson added: “One statistic to consider is that most milk is sold after 3pm so it is important that this is taken into consideration when reviewing ordering.”

And looking ahead, Müller Wiseman’s commercial director Dan Howell said: “We see opportunities specifically in added value milk consumption such as filtered and flavoured milks.”

Location and display are all important for flavoured milk sales according to Frijj manufacturer Dairy Crest.

Central shopper marketing manager Amy Fisher said: “While white milk is bought largely as an accompaniment to tea and coffee, shoppers buy flavoured milk for a tasty and refreshing drink.

Frijj Choc-a-chocolate copy copy

“Dairy Crest research revealed that of shoppers who visited the chiller only 1.3% shopped the flavoured milk category.

“When flavoured milk was repositioned within the soft drinks range, this figure increased to 22%.”

And she stressed the importance of keeping the chiller clean, saying: “The chiller is the hygiene benchmark for any store. Older stock should be pulled forward and date codes must be rotated.”

Frijj has recently been given new packaging which head of marketing Laura Sheard said highlights the brand’s fun-loving identity.