Make the most of Eid

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A woman serves a pilau rice dish to her family.

Eid, the festival at the end of Ramadan, will be celebrated by Muslims all over the UK, giving retailers the opportunity to sell traditional Bangladeshi and Pakistani food.

Eid al-Fitr is celebrated by Muslims to mark the end of Ramadan, the month of fasting.
It is celebrated by family and other social gatherings, traditional sweet dishes, feasting, wearing new clothes, shopping and gift-giving. People will visit relatives and friends, sharing traditional Bangladeshi and Pakistani food such as samosas, Siweya, Rice and Handesh, Noonor Bora, and Fulab.
Retailers in areas with a sizeable Muslim community can capitalise by stocking these kinds of foods in the run-up to Eid.
With Eid fast approaching, now is the time for retailers to capitalise on the feel good factor by stocking up on all the festive favourites so enjoyed by families and friends celebrating Ramadan, the month of fasting.
“Food plays a big part in traditional Eid celebrations so it’s a great opportunity for independent retailers to steal a march on the multiples by making the most of this relatively short but intense selling period,” comments Debbie King, Director of Commercial Sales & Marketing at Cofresh, the UK’s no 1 Indian snack brand. “Stocking up on popular lines during the run-up to Eid ensures you’re ready for when fasting breaks!”
To help retailers maximise sales during Ramadan and Eid, Cofresh offers three new snack products which combine tradition with exciting new formats and flavours.
In keeping with the Muslim tradition of breaking the fasting period with dates – and back by popular demand – the range includes two date-based snacks; the sweet and tasty Arabian Date & Nut Bites (185g) and the Peanut, Date & Coconut Brittle Bites (160g). Both are high in carbs so deliver a quick burst of energy when required, and come in handy resealable pouches to maintain freshness. Cofresh’s popular Corn Crackers – in Hot & Spicy, Peri Peri and Chilli & Lime flavours – are also available in bumper 120g packs, ideal for sharing.
“These are perfect both for Iftar and during Eid when consumers will be looking for tasty and traditional snacks to share when they get together to celebrate with friends and family,” adds King, “Eid gives retailers a great opportunity to highlight their own occasion-specific offering and helps them stand out from the multiples.”
Merchandising
To help retailers capitalise on the trend for spicier snacking and taste adventures, Cofresh works closely with operators to develop ‘right range, right store’ plans and bespoke, targeted promotional programmes at key selling times of the year such as Ramadan and Eid.
With snacks shoppers tending to be more impulsive, creating high in-store visibility is crucial to maximising sales.
King advises retailers to stock as broad a range of flavours as possible and to display them close to the till point; cross-merchandising near to complementary items such as soft drinks can also be beneficial.
Distinctive SRPs, FSDUs, gondola ends, POS material and instore promotional activity such as multibuys and WIGIG’s at key selling times plus significant investment in national consumer marketing campaigns also help drive footfall to the fixtures.
Cofresh is also supporting retailers with a high-profile sponsorship campaign which will run throughout the year across a number of premium Asian TV channels and radio stations to help drive footfall to the fixture. A series of themed film animations will appear during a range of music and movie shows, as well as during IPL Twenty20 cricket matches, on channels including HUM TV, B4U Music & Movies, Star Plus, Sony TV and Zee TV. Later this year Cofresh will also unveil its first major consumer advertising campaign which will be supported across all its social media platforms.
Drinks
Barr’s Rubicon range, the number one UK Asian soft drink, is ideal for Eid. “Food and drink are at the heart of festival celebrations, with sales of exotic juice drinks increasing by 42% at this time,” says Adrian Troy, Marketing Director at AG Barr.
Barr Soft Drinks is launching a Mango Zero Added Sugar sparkling version of Rubicon, to add an authentic, exotic flavour choice within the fast-growing, low calorie flavoured carbonates sector.
“With more than 1 in 5 flavoured carbonates shoppers now opting for low calorie drinks, and almost three quarters expecting to see a low calorie option within a brand, the launch of a great-tasting, authentic zero sugar mango variant will add an exciting choice to the chiller,” adds Troy.
“The really good news for retailers is that after sampling, 75% of consumers who don’t currently buy Rubicon said they would purchase the new mango zero added sugar variant, highlighting the opportunity to generate incremental sales.”
The launch comes as research confirms that diet flavoured carbonates are growing ahead of regular flavoured carbonates across all age groups, particularly amongst under 28-year-olds, and this trend is expected to continue. It is therefore critical for retailers to ensure that they offer a wide choice of low calorie options to satisfy the needs of all of their shoppers.
The new mango product is available in 500ml 99p PMP and 2 litre plain pack PET formats and retailers should add the product to the ‘Everyday Refreshment’ section of the category to offer additional shopper choice within this important part of their soft drinks category.