Kettle Foods has launched a new communications programme called the Independent Retailer Community to talk directly to retailers. The aim is to build stronger relationships with those retailers who buy Kettle Chips through a third party such as a wholesaler.

Retailers are being encouraged to sign up at the new micro-site www.tradewithkettlechips/register and they will then receive regular updates from Kettle Foods, either by post or by email. All retailers who sign up will be entered into a monthly prize draw to win £100 of free stock. Then, on an ongoing basis, the newsletters will be used to interact with retailers giving details of new initiatives and providing money-off coupons to help build loyalty.

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