The Food & Drink Innovation Network

September 13th, 2012

Kingsmill is announcing a partnership with Cathedral City that will see the two grocery brands introduce a set of cross merchandising tools in a bid to help independent retailers boost basket spend.

Available for use in both the bread aisle and the chillers, the merchandising tools include shelf barkers and ears, reminding shoppers of their need to buy bread and cheese together.

Guy Shepherd, Category Director, Allied Bakeries, said:

“Cross merchandising is an effective sales tool – and with 29% of top-up missions featuring bread, this partnership is hoped to help retailers drive sales across both the bakery and chilled categories.”