Coca-Cola focuses on torch relay route as it pushes Chilled+

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Coca-Cola Enterprises has claimed independent retailers can increase soft drinks sales by a quarter if they tweak their displays for the start of the olympic torch relay this weekend.

The company has sent out field teams to urge retailers near the route - which will come within 10 miles of 95% of the UK population - to tailor their category displays under its Chilled+ initiative. A trial of the scheme found retailers that used Chilled+ increased value sales by 11% and volume sales by 24% across across the soft drinks category.

“We’re talking to retailers about how they get the most out of this unique opportunity,” said CCE managing director Simon Baldry.

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