Blakemore Wholesale has pitched a bright yellow tent in the foyer of its Wolverhampton depot to showcase new products.

The wholesaler is running the Focus Zone project alongside Landmark Wholesale and Britvic.

The drink company's latest launch, Mountain Dew, is currently on display, with PoS material highlighting the profit on return for retailers.

"It's so simple that you wonder why it hasn't been thought of before," said Blakemore's trading controller Steve Hadley. "It highlights and identifies where the new products are in store."

The Focus Zone was an effective way of backing up Blakemore's system of ­texting its customers the latest offers on a Sunday, Hadley claimed.

If the initiative is successful, Focus Zones will be rolled out to the rest of Blakemore's estate and other members of Landmark Wholesale.