Tobacco company JTI is unveiling a new solution for existing gantry units to support the fast-growing e-cigarette category.

Described by JTI as “the first of its kind”, the modification includes dedicated space for e-cigarettes built into the tobacco gantry.

The new-look gantries – with space available to stock JTI’s Logic e-cigarette brand and competitor products – have been trialed by retailers Arjan Mehr, Dee Sedani and Jet Sunner. The new display area for e-cigarettes will help to arrange the category in an organised display and greatly assist with ranging and availability.

Samantha Brown, from JTI’s Merchandising Solutions team commented: “The proliferation of brands in the e-cigarette category has led to poor category presentation, lost sales and consumer confusion as retailers try and squeeze brands into any available space they can find.

“JTI is leading the way as the first supplier to develop a true category-led merchandising solution and it is part of our long-term commitment to the category and retailers who choose to partner with us in developing the category further.”

The three retailers who took part in the trial expressed their views about the new gantry solutions.

Arjan Mehr, Londis Great Hollands, Bracknell said: “This solution is a great way to merchandise e-cigarettes; I think it’s important to site e-cigarettes and tobacco together on the back wall. JTI’s approach creates space which will allow me to showcase a wide range, which is critical in driving footfall.”

Dee Sedani, owner One Stop, Matlock, commented: “The new look unit is working really well. I’m able to draw attention to the growing e-cigarette profit opportunity with a dedicated space, while also managing the category responsibly.”

Jet Sunner, Michaels Supermarket Nisa, said: “It’s great that JTI is leading the way in merchandising. They have found a clever solution to a problem faced by many retailers. I can now utilise the space in my traditional gantry to stock my whole tobacco range and display e-cigarettes.”

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