Londis has launched a scheme entitled Headstart which aims to ensure retailers do not lose sales during product launches through out of stocks.
Retailers are invited to join one of three levels, committing them to accept allocations of key impulse lines depending on the size of their store and demand for impulse lines.
Londis category controller Heidi Jackson said: “With our retailers’ prior commitment, we can secure sufficient volumes of important new products to strengthen our negotiating position with suppliers. This will ensure our stores will be among the first in the UK to receive stock of new impulse products.”
The first product to be selected for the campaign is Mars Delight with future products to be determined on the strength of the marketing campaign. Only brands supported by heavyweight TV ads will be considered. Retailers will sign up for a period of six months at a time.