Entertainment retailer HMV is pushing further into the impulse sector by stocking soft drinks.

Dedicated chillers have been introduced for soft drinks in response to positive feedback from customers. It follows a successful trial and roll-out of confectionery lines in stores.

"Following the demise of Woolworths we spotted a gap within the high-street market for impulse confectionery and refreshment beverages, which we feel will complement our main entertainment offer and add value to our customers' shopping experience," said impulse manager Emma Ferrer.

HMV initially trialled confectionery as 'when it's gone it's gone' purchases at tills to accompany seasonal events, including Cadbury Creme Eggs at Easter, Cadbury's Roses Chocolate for Mother's Day and Bassetts Liquorice Allsorts for Father's Day. Sales and customer response to the lines had been "encouraging", she said.

Further lines were now planned, she added. "The plans are to expand the range into a sharing offer to enable our customers to buy all they need for their nights in at home."

The move into grocery, which is being supplied by Booker Wholesale, is the latest attempt by HMV to stem sales haemorrhaging to the multiples and online retailers such as Amazon.

In June this year, the retailer reported a 2.4% drop in like-for-like sales for the year to 24 April. However, group sales, which include book retailer Waterstone's, rose 3.1%.