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Web Exclusive
Schwartz spices up dried culinary compliments category
Herbs and spices brand introduces new display units
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| New merchandising unit |
Schwartz, the market leader in dry culinary compliments herbs and spices is driving growth in the sector with a category management approach.
The brand, owned by US company McCormick, is introducing new merchandising units in Sainsbury's stores which make the category easier to shop.
Group brand manager Sally Aisher told
Checkout
: "We are looking to drive category leadership and have been looking at how people shop the category."
Acccording to Schwartz, consumers buy four herb or spice units a year but this could be increased to five by inspiring people to shop the fixture.
"Our research shows that sales could be increased by inspiring people to shop," said Aisher. "The existing fixture does really help customers find their way around."
The new units have been tested in 10 Sainsbury's stores and are now being rolled to the rest of the chain. They incorporate branded and own label lines, clearly segmented into herb and spice blocks with A-Z merchandising for easy navigation. The units also incorporate a hot spot area to feature seasonal recipes incorporating herbs and spices, which will change every two months. Schwartz's range of peppers and seasonings, for easy meal solutions, are displayed on the top of the unit.
Aisher reports the units have driven a 3% increase in sales and the company is now in discussion with other multiple retailers for possible roll out.
The brand, which has a 44% share of the £109.6m dry culinary compliments market, is benefiting from the trend to cook from scratch with sales ahead by 4% in the last year. At the same time, the company has invested in seasonings and sauces, which provide more convenient meal solutions.
Schwartz has also upweighted its media support for the brand with sponsorship of ITV's Saturday Cooks complementing its tea-time sponsorship of Richard & Judy and the Paul O'Grady show on Channel 4 and an afternoon slot on UKTV Food.
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