This week's Promotrack focuses on the butters/spreads and cheese sub-categories in line with the Focus on Butters & Spreads.
Of the featured space promotional activity recorded over the past 12 weeks, promotions were captured for butters & spreads across six weeks, with the main brands on promotion being Clover, Country Life, St Ivels Gold, Utterly Butterly and Flora. Dairy Crest owns four of the top five brands in this category, with Flora being part of Unilever.
Interestingly, with the exception of Clover, which recorded activity across both Asda and Tesco, all other brands have only been on chilled gondola end promotions within one retailer each.
Country Life Spreadable Butter 500g has been on promotion only in Asda stores with a 'two for £3' offer. St Ivels Gold 500g has been promoted within Tesco using the buy-one-get-one-free mechanic, and Utterly Butterly 500g has been promoted within Somerfield, also as a buy-one-get-one-free.
When looking at the branded cheese sub-category, activity has been captured across nine of the past 12 weeks. Dairylea and Kraft dominate the category, with Dairylea products accounting for 34% of the recorded activity and Kraft accounting for 17%. Other contenders include McLelland's Seriously Strong, Laughing Cow/Babybel and Dairy Crest's Cathedral City (all 7%) and Lactalis' President (4%).
When looking at favoured promotional mechanics, Babybel, Pilgrims Choice and Cathedral all had 'x for y' offers, President used only the buy-one-get-one-free mechanic, and Dairylea and Kraft used both.
Each of the above cheese brands recorded activity across multiple retailers. Somerfield is the only retailer not to have recorded any featured space promotional activity in this category over the past 12 weeks. This is not to say that Somerfield does not have promotional cheese offers, but that they are not promoted as featured space.
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