Nisa symbol members are set to benefit from in-store recipe cards which support the group’s current TV ads encouraging customers to cook from scratch.

Group symbol director John Heagney said: “The recipe cards will help consumers to ‘link’ the Nisa TV advert to their local Nisa store. We are hoping that these will help to increase sales in Nisa stores and show that our stores sell more than just convenience products - they sell a whole host of products which help to cater for the communities they serve.”

The group has distributed 60,000 traditional meal recipe cards to Nisa symbol stores, and uploaded them on to the members’ secure website should retailers require more.

The meal pictured on the front of the cards also features in the TV ad, which airs until January 22. “It’s often hard for our consumers to think of different and nutritional meals for their families,” said Heagney. “This is a great way to give them inspiration.”

Burton-on-Trent Nisa retailer Sukhjinder Gill said he had every confidence in the initiative.

“I think people feel it’s healthier and cheaper to cook from scratch and the more volume sales in fresh food, the better for us. You only get a 25% margin on a ready meal, whereas on fresh vegetables you’re looking at 30%.”

He added: “We will really be pushing the recipe cards and letting customers know about them through good visibility and merchandising the ingredients required together on promotion ends.”

While the initiative was still in its “embryonic stages”, Nisa would be looking to roll out further recipes in the future, Heagney said.

Source

Sarah Britton