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Best-Selling Responsibly Made for Kids Products:
Newtrade Insight partnered with Unilever to help two independent retailers improve their Impulse ice-cream sales. Meten Lakhani, of Premier St Mary’s Supermarket in Southampton, and Gursh Singh, of Kings Wines in Feltham, West London, both underwent a 12- week trial from July to October 2024. This trial was split into four three week periods, which saw different lines introduced over the duration to test the trial’s aims. These were to show how retailers can drive sales with Wall’s ‘Five steps to sell’ recommendations.
These quick steps are:
Pre-trial, both retailers were over-stocking their Impulse ice-cream freezers with more lines than recommended. Singh had 24 lines in a 12-basket freezer, while Lakhani was selling 19 different ice creams in his 18-basket freezer, with Ben & Jerry’s take-home tubs among them. Both retailers reduced their ranges to ensure all lines available stood out to shoppers, and that bestsellers were given the right space. Own-label lines and slow sellers were removed, while top-selling branded lines were brought in, and popular lines, such as Magnum, were given additional listings.
Both retailers viewed the trial as a success. Lakhani’s ice-cream unit sales increased by 26.2% compared to the same period in 2023, while his value sales rose from £1,277 to £1,805.51, a 41% increase. Magnum and Twister sales were particularly successful, increasing in unit sales by 212% and 590% respectively.
Meanwhile, sales of all four key Wall’s brands – Magnum, Calippo, Cornetto and Twister – grew in Singh’s store. Cornetto saw the best performance, increasing by 142%. Singh attributed this change to the reduction of his range, which turned some shoppers away when they found out he wasn’t stocking certain “pocket-money” lines, but which caused others to trade up to branded lines, such as Cornetto Go. This meant he had more money through his till and his ordering was more streamlined.
The retailers also recorded these results despite unfavourable weather. The average weekly temperature in the second half of the trial in Singh’s area was 5.5° cooler than in the year before. Ice cream has a reputation as a category that ‘sells itself’ over summer, but this trial showed that a proactive approach to ranging can pay dividends, even in poor conditions that are said to affect shopper attitudes.
Ice cream has a reputation for “selling itself” over summer, but this trial showed that a proactive approach to ranging can pay dividends, even in poor conditions that can affect shopper attitudes.
Ice cream has never been tastier than Wall’s ice cream. We have been crafting some of the most popular ice cream flavours and brands since 1922. Whether it’s a Magnum, Twister, Solero, Feast or Cornetto, we’ve got something that is sure to put a smile on anyone’s face.
But don’t just take our word for it, 10 of the top 12 impulse SKUs are made by us. Take a look below at some of our most delicious ice creams.”
The Cornetto Soft range has now been on the market for 3 years and is now growing more than 2x faster than rest of the filled cones category! NEW Cornetto Soft Cookie and Chocolate is the latest product from the No.1 Filled cones brand Cornetto – a must-stock for your store!.
With a chocolate sauce core, chocolate and cookie ice cream and topped with cookie pieces, it’s something everyone will love. You don’t want to miss this one!
Our first ever tongue-colouring Twister! Made with no artificial colours or flavours, our NEW Twister Berry-licious naturally colours your tongue at only 68kcal and is sure to be a hit with kids and parents alike.
Raspberry & blackberry sorbet with tantalisingly sweet blueberry ice cream, made with real fruit juice.
With consumers looking for indulgent, and healthier options in 2024, Wall’s Ice Cream are pleased to launch Guuud Raspberry Greek-style Yoghurt Ice Cream, a frozen dessert that gives you the best of all worlds.
Made with fat-free strained Greek-style yoghurt sourced straight from the motherland of Greece, this ice cream combines a rich and creamy texture with a luscious, authentically tangy yet sweet raspberry sauce.
Wall’s is much more than the heart brand we all know and love. Our mission is to craft great ice cream that empowers parents and caregivers to make better choices while bringing happiness, joy & excitement to their kids.
We’re the first global ice cream brand to make a Responsibly Made For Kids commitment, which means we aim to make ice creams that are Responsibly Communicated, Responsibly Sold and Responsibly Developed.
Wall’s heart brand is one of the most salient in our market.
That shiny red heart can’t be mistaken for anything other than ice cream. That’s why we offer branded freezer cabinets and point of sale merchandise to support every business with the selling of ice cream. With Wall’s it couldn’t be easier to stand out and attract anyone hungry for a treat!
