Kit Davies
Sainsbury is in the process of completing a major overhaul of its bacon fixture to make shopping simpler and easier for consumers.
The key to the new philosophy is the separation of smoked and unsmoked into two separate blocks.
In between are placed premium lines, including gammons, chops and steaks, and Taste the Difference lines.
Bacon buyer Ben Wheeley said: "The problem was that the fixture was very complicated. We wanted to create clear blocks of products.
"When smoked and unsmoked were placed next to each other we found that over time they would mix together.
"By creating a physical barrier, consumers can be more clear on their first choice."
Labels have also been redesigned to make them simpler. "We have taken off some of the decoration. Now it is a very plain and simple label," said Wheeley.
"There are just a couple of lines describing what the product is."
Within the new layout, Sainsbury has placed product in distinct tiers, for economy, standard and premium.
British product is also being flagged up clearly with strips and shelf wobblers.
"We are indicating to people that if they want to buy British product then it is there," said Wheeley. "It is a premium product to a distinct number of customers."
And the Taste the Difference lines, of which there are currently 10, are being backed with promotional support.
The initiative began in April with some 70% of stores now featuring the new layout. It has applied mostly to supermarkets to date, but all outlets will be covered in the long run.
Sainsbury is hopeful that compliance will be achieved in all stores some time after Christmas.
"Things will be delayed a bit by the massive influx of gammons for Christmas," said Wheeley.
He added that no data about sales improvements was available yet, but that the central thinking was not just to boost sales but also to make the fixture easier to shop.
{{MARKET EDGE }}
Sainsbury is in the process of completing a major overhaul of its bacon fixture to make shopping simpler and easier for consumers.
The key to the new philosophy is the separation of smoked and unsmoked into two separate blocks.
In between are placed premium lines, including gammons, chops and steaks, and Taste the Difference lines.
Bacon buyer Ben Wheeley said: "The problem was that the fixture was very complicated. We wanted to create clear blocks of products.
"When smoked and unsmoked were placed next to each other we found that over time they would mix together.
"By creating a physical barrier, consumers can be more clear on their first choice."
Labels have also been redesigned to make them simpler. "We have taken off some of the decoration. Now it is a very plain and simple label," said Wheeley.
"There are just a couple of lines describing what the product is."
Within the new layout, Sainsbury has placed product in distinct tiers, for economy, standard and premium.
British product is also being flagged up clearly with strips and shelf wobblers.
"We are indicating to people that if they want to buy British product then it is there," said Wheeley. "It is a premium product to a distinct number of customers."
And the Taste the Difference lines, of which there are currently 10, are being backed with promotional support.
The initiative began in April with some 70% of stores now featuring the new layout. It has applied mostly to supermarkets to date, but all outlets will be covered in the long run.
Sainsbury is hopeful that compliance will be achieved in all stores some time after Christmas.
"Things will be delayed a bit by the massive influx of gammons for Christmas," said Wheeley.
He added that no data about sales improvements was available yet, but that the central thinking was not just to boost sales but also to make the fixture easier to shop.
{{MARKET EDGE }}
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