As questions over fresh produce in convenience retailing continue to mount, Nisa Today’s has announced its Fresh for Less project has created a sales boom.
The initiative, introduced in May 2008, has instigated a 25 per cent sales increase in fresh produce through its central distribution depot as the low-pricing project, run alongside added-value packs, takes hold across the company.
Offers have ranged from selling below cost and buy one get one frees, to the more innovative meal deal in which one retailer sold a chicken and a bag of vegetables for an all-in price of £5 for Mothering Sunday.
At the recent Association of Convenience Stores' conference, the quality and quantity of the average produce offer in convenience was called into question.
Nisa-Today’s Heritage label is proving popular, with deals such as a 1kg value pack of smaller graded apples supplied by Total Produce and product from Hedon Salads in East Yorkshire.
And, from Wellpak, it has added a vegetable box to help independent retailers stock a broader range of produce. Each pack contains three punnets each of dwarf beans, baby corn, sugar snaps and mange tout, all retailing at £1.79.
A spokesperson for Nisa Today’s said: “The timing of the Fresh for Less launch in May 2008 could not have been more opportune, as the economy was beginning to nosedive and consumers have been looking for value for money on everyday essentials since. This has seen the grocery trade increasingly move to value priced produce across the board.”
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