Fishermans friend

Fisherman’s Friend is aiming to help convenience retailers maximise sales during the annual cold and flu season with a promotional offer on cases of its lozenges in cash and carry wholesalers.

Offering cases of 24 boxes of Fisherman’s Friend for the price of 22 means convenience store owners will be able to benefit from higher profit margins on the popular lozenge brand at a time when demand is especially high.

Jon R White, regional business manager for Fisherman’s Friend in the UK, explained: “One third of our sales come through the impulse channel (39% - Nielsen stats), so we would encourage retailers to stock up while they can, especially at this time of year, when instances of cold and flu increase and shoppers are on the lookout for products which can help them to manage symptoms.”

The promotion kicked off in December with Aniseed and sugar-free Honey & Lemon and these flavours are followed, this month, by Original Extra Strong, sugar-free Blackcurrant and sugar-free Cherry.

The offer follows a year of strong growth for the lozenge and pastilles market, which has seen value sales increase by 30% and volumes increase by 11.2% across all channels combined (Nielsen).

“Last winter, sales of Fisherman’s Friend grew by 26% (Ceuta Healthcare data) in convenience alone, so we’re pleased to be supporting this channel with a strong promotional offer during this key trading period,” said White.

Fisherman’s Friend retails at 92p for a 25g packet, and £2.58 for a three x 25g multi-pack.