Cuisine de France has joined forces with Nescafé to help revitalise the c-store bakery fixtures.

The Shout initiative gives retailers the opportunity to site a Nescafé coffee machine alongside a display unit stocked with items from the supplier’s Wrapped to Go range of 13 products, including cookies, muffins and cake bars.

Cuisine de France said it hoped the initiative would encourage impulse sales of baked or confectionery products.

“We’re setting out to change the way consumers view and shop for in-store bakery products,” said marketing director Jon Smythe. “The new range has been developed to provide consumers with treats they love and enjoy when they buy a coffee.”

The Shout push includes an action plan with advice on in-store merchandising, pricing structure and waste management.The company has also introduced a trade website allowing online ordering.