Winter warmer impulse purchases can bring incremental sales for independent retailers. That’s according to Kingsmill, a brand which offers waffles, crumpets, pancakes and muffins.

Julia Perry, channels trade marketing manager for Kingsmill, said: "With 32% of high street shoppers buying something on impulse (Him data), this gives a great opportunity for retailers to cash in on the winter season. Point-of-sale and off-fixture display units can help to drive trial of impulse purchases, so if you haven’t room on fixture to display these products, consider using an off-fixture one."

According to Nielsen, Kingsmill Muffins are the fastest-selling muffins in impulse.

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