Grocer Top 50 independent chain Newshops is piloting joint branding projects on its flagship Smile fascias. The West Country chain has signed three-year deals with Nestlé, Robert Wiseman and The Mail for ad space. Group buying and marketing director Ian Williamson said: "We are keeping Smile very much in front of the trade. This initiative has come out of a major presentation to 200 suppliers last year." Stores have extra space set aside for sponsor's products, with Nestlé experimenting with a Kit Kat "parasite unit" for four-fingered and Chunky bars in the news section at the Smile sponsored c-store in Weston-super-Mare. Williamson said Newshops was in discussions with other potential partners including Clinton Cards. Newshops is converting all 40 of its stores to the Smile fascia, segmenting the estate into "local" c-stores, "central" city food stores and smaller news stores. {{NEWS }}