Kickstart, the £1.5m sales and merchandising campaign from Kerry Foods Direct to Store, aimed at revitalising the c-store market, is having the desired affect.

Chilled food distributor Kerry that said the 350 customers to take part in the scheme so far had reported a chilled sales uplift of up to 56.2%, with an average of 28.7% during the initiative's first quarter.

Macer Wicker of New Marston Stores in Oxford recorded a weekly chilled sales uplift from £249 to £390 - a rise of 56.2% - after just six weeks in the scheme. "The results have been excellent," he said. "And sales are holding up very well."