Dairy Crest first to market with new SRP for spreads

Dairy Crest is rolling out new shelf ready packaging (SRP) across its convenience range of butters and spreads.

Dairy Crest Single Face Cases

The more efficient single face SRP is the first of their kind to launch in the spreads category. They have been designed to enable smaller retailers to make use of limited in-store space and drive category growth through greater shelf variety.

The move away from traditional double-face cases allows convenience stores to stock a broader range, without the need for time-consuming decanting of stock to fit single-facing planograms.

As well as delivering time efficiencies, Dairy Crest hopes the new cases will enable retailers to include additional key lines within their range.

Neil Stewart, Dairy Crest’s marketing controller for butters & spreads, said: “With operational efficiency a high priority for many of our customers we identified an opportunity to support their Category Managers’ range planning while also helping store staff more quickly merchandise product on shelf. Within Butters and Spreads some key sectors such as Dairy Free and Lighter remain underrepresented in the convenience channel. Shelf-ready single-face cases will allow key lines to be ranged to satisfy these consumer needs, even within a tight shelf configuration.

“We’ve received nothing but positive feedback from customers to date and are confident our new single-face SRP will help multiple and independent convenience retailers alike to maximise the value of their Butters & Spreads range.”

The new single-face SRP will be made available to convenience stores from late June, which will see the following skus transitioning to single-face packaging: