The branded unit brings together Unilever’s Pro-activ milk, yoghurt and spread products. It enables these lines to be located outside their main chiller fixtures for the first time.
Industry association POPAI tied up with Tesco and Unilever to conduct a study to discover the best location for the units, which were trialled either in the yellow fats, breakfast and bakery areas. Tesco EPoS data showed the unit performed best in bakery, with uplifts of 24.2% in value and 24.7% in volume.
No price deals or promotions were involved. Michael Jeffrey, MD of Synergy POP Solutions, which produces the coolers, said the Tesco trial would revolutionise the marketing of chilled products.