Mondelēz International talked snacks at this year’s Vendex, showcasing some new vending opportunities for operators, including a new reward scheme for operators vending products from the Mondelēz range. Susan Nash, trade communications manager at Mondelēz International reviews the brand’s highlights from the event.
By vending bestsellers such as Cadbury Crunchie, Cadbury Wispa, Cadbury Double Decker, Cadbury Boost, and the single bar Cadbury Twirl, Mondelēz believes operators can make the most of limited space, as well as offer consumers a wide range of tastes and textures.
Where possible, operators were advised to use digital advertising to draw consumers to vending machines and highlight new and or more profitable products.
The latest research indicates sales of established products can increase up to 13% when an advert is played at the point of purchase. Mondelēz International has a collection of MPEG adverts to support its core lines and latest NPD.
Away from confectionery, breakfast was highlighted to Vendex attendees as a key category. ‘On-the-Go’ breakfast formats present an extremely important opportunity for vending operators, as 64 per cent of people agree that breakfast is the most important meal of the day, yet one in three skip it, with the main reason being a lack of time.
belVita Breakfast is available in single packs, in variants such as belVita Honey & Nut and Soft Bakes Choc Chip. These single serve packs suit consumers who want a breakfast on the move.
belVita is described as a healthy biscuit and has taken a leading role by expanding into new formats that satisfy consumer need states. belVita has one of the highest repeat rates in the entire category at 61 per cent and is currently benefiting from a new £6m marketing campaign which aims at reaching a majority of UK adults with advertising across TV, radio, out of home, digital channels and a large-scale sampling campaign with several million samples distributed.
In biscuits, Mondelēz reminded Vendex attendees about its leading brand Oreo. Despite being launched in the UK just a decade ago, it is now worth £51m, with a growth rate of 20% year on year, making it one of the top value contributors to sweet biscuits. Oreo is a good choice for vending operators, and currently offers Oreo 6 Biscuit Snack Packs – suitable for the on-the-go snacking occasion.
Mikado is Mondelēz International’s fastest growing biscuit brand. Vendex attendees were reminded the role the biscuit has to play in vending. Ultra-thin crunchy biscuit sticks are covered with smooth milk chocolate, with one end left uncoated to allow a mess-free eat. As a lighter chocolate biscuit snack, it can stave off the afternoon slump, and a good choice for vending operators servicing office workers.
The sharing bags category is worth £532 million, and vending operators were advised to tap into this, as shoppers on the move prepare for meeting friends, family or co-workers. The core range of chocolate pouches from Mondelēz International includes Cadbury Dairy Milk Buttons, Cadbury Twirl Bites, and Cadbury Bitsa Wispa – all of which feature in the list of the top 10 bestselling chocolate bags. Meanwhile, the Maynards Bassetts range includes the leading adult candy bag range, Wine Gums, alongside Liquorice Allsorts, Sports Mix and Jelly Babies.
The new Mondelēz reward scheme
Operators can now take advantage a new rebate scheme from Mondelez, with generous discounts up for grabs for those who stock best-selling Mondelez products. Operators simply list Mondelez products – including chocolate and candy singles, biscuits and crisps, and confectionery share bags, and earn points on each product. Those points will then translate into discounts when re-stocking. Operators should speak to their Mondelez representative for more information on the rebate scheme.
Top tips from Vendex for vending operators
- Stock up on singles now to take advantage of high-profile campaigns and media investment
- Where possible use digital advertising to draw consumers to your vending machines and highlight new and or more profitable products. Latest research indicates sales of established products can increase up to 13% when an advert is played at the point of purchase. Mondelēz International has a collection of MPEG adverts to support its core lines and latest NPD
For more advice on merchandising and how you can grow your sales, visit Dave, our virtual representative, at www.deliciousdisplay.co.uk.