kingsmill 50 50 bread

Sir: The recent announcement that Tesco is delisting Kingsmill bread (‘All Kingsmill branded bread is axed by Tesco’, 21 March, p38) sends a warning to all suppliers that they must make their contribution to multiples’ range reviews a more central focus for their business. Suppliers really must get to grips with the way the multiples work and ensure they have the information, the strategies and practical plans in place to ensure their business meets the needs of the retailer rather than expecting things to work the other way round. This places an onus on the supplier to gather and share with the retailer detailed insights.

With the Tesco category re-set programme reaching its activation stage, all suppliers need to be in a state of readiness. They need to prepare for all eventualities: scenario planning; in-depth range assessments; and stakeholder engagement.

We believe clients need to attract new shoppers to a category and more importantly encourage them to buy regularly as this encourages a positive supplier-retailer relationship. This means suppliers looking at and developing insight-based recommendations on range, space utilisation in store, merchandising and activation.

John Nevens, joint managing director, Bridgethorne