Plea for Dynamism
Prasheel Kunwardia, Somerfield product group manager, cheese and yellow fats
Kunwardia says more NPD work needs to be done to reverse volume declines. "Suppliers and multiples need to be more dynamic and aggressive with launches to add much needed interest to the category."
He is dismissive of some of the latest attempts to grow sales of block butter.
"The recent npd with herb butters is not dynamic enough to grow sales. The products are too expensive in the current marketplace."

Specialities for Volume
Chris Sellars, Sainsbury trading manager for dairy
Sellars believes speciality flavoured butters are the way to increase volume sales: "A great example of this is Lurpak flavoured butters.
"If people are looking for functional foods, they are available in this category.
"The consumer is also more aware these days of diet and allergies. This has led to the launch of dairy free spreads. Sainsbury this year has relaunched its Free From spreads which are dairy-free."

Use Beacon Brands
Rachel Marshall, Co-operative Group buyer for fats, continental cheeses and eggs
Marshall feels branded spreadables are preventing the society from developing own label alternatives.
She agrees with manufacturers that different category definitions would eliminate customer confusion and boost sales. "Retailers could use key brands as beacon brands on the fixture ­ simplifying the sub-sector splits into taste, health, family and cooking ­ making the fixture easier to shop."