Winning distribution across Tesco stores in England & Wales
Objective
Border, a family owned Scottish biscuit manufacturer, produce a wide range of Premium Biscuits, with a strong shelf presence and distribution across the range in Scotland.
The team had also achieved national distribution with two products - Dark Chocolate Ginger Biscuits and a sharing assortment pack.
Now Border wanted to identify opportunities to gain national listings with more products, especially with retailers such as Tesco who have a strong presence in the Biscuit category.
Approach
Without a dedicated in-house Insight resource, Border asked TRKR to help utilise their existing data sources to create a concise and commercially-led trade story for Tesco.
With over 20 years experience of working with both consumer panel and EPOS data, the TRKR team analysed Border’s data sources from Circana (formerly IRI) and Kantar to develop a story for Tesco and to highlight opportunities to grow the Sweet Treat Biscuits category.
With the resulting TRKR report, the Border team were able to understand:
Size and performance of Sweet Treat Biscuits
Over/under trade opportunities by retailer, benchmarked against all Sweet Biscuits
Top product SKUs in Scotland and the Rest of the UK
Border presence within the category - shopper penetration, share and presence by region
Profile of Border shoppers compared to rival brands
Opportunities to extend distribution for elements of their product range by retailer
The size of the prize for individual retailers
Outcome
TRKR joined the Border team to pitch to the Tesco national biscuit buyer. As Border’s outsourced insight team, TRKR were able to talk through the key themes and insights to inform the Tesco team about the category, along with the commercial opportunity.
Following the pitch, Tesco confirmed that they would list Border’s Dark Chocolate Ginger Bars and Lemon Drizzle Melts in stores in England & Wales. The 2 products were launched at the start of September and have performed well so far.
“TRKR’s experience of working with a blend of market data helped us to quickly identify several commercial wins for our product range. This helped us get the most from the data we invest in and as TRKR also presented the market insight as part of our pitch to Tesco, it added further weight behind achieving these national listings.”
Alex Sano-Davies, Head of Grocery, Border