The Voice of Independent Retailers
FTG
Get going with it
ELFBAR speaks
Vape trails
21st March to 3rd April 2025
Volume 37 No. 960
AT Winner
Mum’s cooking
It’s over
Eid all you want
Soft drinks
Get juiced
35
Imperial condemns
tobacco excise levels
Bottled water, Soft drinks
and Juices
Food and Beverages to Go
27
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4 NEWS
Leader: Unintended consequences
Imperial condemns tobacco excise levels
Supermarkets under fire over ‘inappropriate’
order substitution
Employment Rights Bill ‘risks punishing
responsible businesses’
Consumers shift to simpler eating habits, less
snacking: Kantar
Retailers body criticises PayPoint for raising
fee
Usdaw reveals shocking details of abuse
against retail staff
Post Office and DPD expand international
delivery services
Retailers body raises alarm over rising food
prices
Guest column: Are you ready to rum-ble?
Curating your rum range
Guest column: AI and retail, two years on –
what have we learned
9 COMMENTARY
After No Smoking Day, Angelo Yang,
ELFBAR Associate General Manager,
explains why vaping is the real way forward
10 NEWS FEATURE:
Winds of Change
In-store activations are not only becoming
grander, says Pooja Shrivastava, but brands
are also increasingly choosing convenience
stores for creating buzz
12 RETAIL CORNER:
Evolving to thrive
An always-adapting convenience store is a
masterclass in how evolution is the key to
survival and success, says Pooja Shrivastava
13 WORLD OF WHOLESALE
A regular round-up of news and views in the
wholesale sector
14 AWARD-WINNER
INTERVIEW
With a great story, North London’s
destination food-to-go c-store, full of home-
cooking, spoons out lashings of humility
alongside its success
17 FEATURE: EID
It’s time for Muslims to celebrate and to enjoy
all the family and social opportunities of Eid –
and your store can cater to the occasion
22 MUST STOCK
The latest product news
26 “NOT” TWITTER
The best observations and comments from
retailers (and friends) on the ground
27 FEATURE: BOTTLED
WATER, SOFT DRINKS &
JUICES
There is great choice and great opportunity
in the thirst-quenching sections of the store,
as ever more consumers forsake the faucet for
bottle, can and carton
35 FEATURE: FOOD &
BEVERAGES TO GO
With consumer expectations increasing, now
is the time to refine your range, perfect your
merchandising, and ensure your food-to-go
offer is fresh, visible, and irresistible
41 CLASSIFIED
21st March to 3rd April 2025
THE VOICE OF INDEPENDENT RETAILERS
VOLUME 37 NUMBER 960
NEWS
4 ASIAN TRADER 21 MARCH 2025
Almost a third of online
deliveries from big supermar-
kets such as Tesco and Aldi
included a swapped item, many
of which were deemed as
“completely inappropriate” by
shoppers, shows a recent poll.
According to Which? 29% of
online grocery shoppers
received a substitution, some
receiving unexpected replace-
ments like fish steaks instead of
cupcakes, and sanitary towels in
place of sandwich wraps, from
Morrisons.
Asda ranks as worst, with
almost half of Asda shoppers
receiving a replacement
product such as bananas instead
of pizza, or a roasting tin in place
of roast potatoes.
Up to one third (32%) of
Sainsbury’s customers found a
substitution in their latest shop,
and among the more bizarre
examples were beef dog treats
instead of beef steaks and leeks
instead of flowers.
Unlike most independent
convenience stores who try to
reach out to the shopper before
making a swap, supermarkets
tend to consider computer-gen-
erated options based on factors
such as brand similarity, the
price and availability.
Supermarkets under fire over
‘inappropriate’ order substitution
Unintended consequences
ince we mentioned inflation in the previous issue it’s
been all tarif-talk, as President Trump has unleashed
his economic warfare on friend and foe alike – convert-
ing any remaining friends of the USA into foes practically
overnight and potentially stoking ... higher prices.
Similarly, the USA has decided that Europe and democra-
cy in general is not worth the bother and might instead
throw in its lot with the Dictators Club, walking away from
Europe and soon taking its weapons and troops (and trade)
with it.
What all this will mean for the UK economy is hard to tell
so far, although many voices are being raised that predict
good outcomes for a Europe that will be forced to wake up,
man-up, re-industrialise and begin to learn how to survive
without Daddy Warbucks guaranteeing everything.
Goosing Euro economies by placing them on a semi
war-footing (increasing defence spend and growing the
armaments industries) could prove a shot in the arm.
For retail, however, tarifs are described as a tax on the
consumer, who will be forced to pay more (by the amount of
the tarif, plus admin fees and so on), not just for whatever is
imported directly but for almost everything else as well,
because home-produced goods also contain foreign inputs
and ingredients whose price has gone up. You might raise
your veg domestically but import the potash that helps it
grow, for example.
Of course, the point of this antidote – or kryptonite – to
free-trade is that it hurts the foreign competitor even more,
and persuades it to cease its bad behaviour. In the USA this is
(among other gripes) China pouring fentanyl over the
Mexican and Canadian borders to the extent that it is killing
70,000 Americans a year.
Meanwhile the tarif-targeted countries naturally
retaliate by imposing restrictions on their own imports,
hurting the exports of the USA or whatever country fired the
first shot in the trade war. An image to keep in mind is of two
men with their hands around each other’s throats: who will
pass out first?
Meanwhile, the new financial year hurtles towards us
and with it the Reeves revolution of cost increases – NI
hikes, minimum wage becoming maximum cash, business
rates up (did one person just say theirs was to increase by
140%?), plus the vape ban and more time-consuming and
costly recycling rules being imposed.
Coming on top of economic crunches and uncertainty
caused by military conflict and trade war, it is certainly time
to batten down the hatches, because it looks as if this will be
a real typhoon to navigate – so keep your prow pointed into
the waves as they come: don’t try to turn away, but head into
the storm to come through it the other side.
This means selling the right stuf – capitalising on food to
go (see the feature in this issue), taking full advantage of all
the ever-cheaper tech now available to the smaller retailer,
and beating the multiples at their own game – being respon-
sive where they are clumsy – especially with delivery.
In response to reports that
rolling tobacco is now more
valuable per gram than
precious metals such as silver,
Imperial Brands is encourag-
ing retailers to ask their local
MP to rethink excessive
levels of excise applied to
tobacco products to avoid an
upsurge in crime and abuse
against retailers.
Last November’s budget
applied a Recommended Price
Index (RPI) + 12% excise rate on
hand-rolling tobacco products
in the UK.
The UK now has the highest
excise duty in Europe – six
times higher than in Spain, and
five times higher than in
Germany.
Andrew Malm, UK Market
Manager for Imperial Brands,
said, “We now have a situation
whereby hand rolling tobacco
is more valuable per gram than
silver, making local retailers
and convenience store owners
in the UK as much of a target to
thieves as jewellery stores.
“Not only does this taxation
drive UK consumer spending
elsewhere – as, for example, a
30g pouch of rolling tobacco is
now four times more expen-
sive in the UK compared to
Spain – but it also contributes
to the issue of retail crime and
illicit trade.
Malm’s plea comes weeks
after a report stated that the
cost of tobacco has turned
convenience stores into
targets for organised crime, as
it is now worth more than
silver per gram.
Successive tax hikes on
rolling tobacco means that a
50g pouch of Amber Leaf now
costs 87p a gram – compared to
83p for silver.
It has encouraged gangs to
target not only stores but also
delivery vans.
RYO tobacco is now ‘more expensive than silver’
Imperial condemns
Imperial condemns
tobacco excise levels
tobacco excise levels
NEWS
21 MARCH 2025 ASIAN TRADER 5
Simpler eating, fewer
shopping trips and less
snacking are some of the
consumers habits highlighted
by Kantar’s grocery data for
February 2025, with take-
home sales up by 3.6%.
As the five-year anniversa-
ry of the first Covid-19
lockdown approaches, Kantar
has been looking into how
consumers’ grocery habits
have evolved.
Sally Ball, head of retail at
Kantar, comments: “Back in
2020, we didn’t know just how
big an impact the Covid-19
pandemic would have on our
lives, but five years on we can
get a picture of its lingering
efects on consumers.
“We haven’t gone back to
old patterns and shopping
trips remain below pre-pan-
demic times. Households
made one less visit to the
supermarket in February
2025 than in 2020, while
online shopping appears to
have stuck, at 12.3% versus
8.6% in February 2020.
“One of the most interest-
ing changes has been a move
to simpler eating habits as we
look for convenient shortcuts
to make our lives easier.”
Kantar consumption data
also shows that people are
now using fewer diferent
ingredients when making
food, both at lunch and in the
evening.
Consumers shift to simpler eating
habits, less snacking: Kantar
Are you ready to rum-ble?
Are you ready to rum-ble?
Why you need to curate
Why you need to curate
your rum range
your rum range
Nick Gillett is
Co-founder and
Managing
Director of
successful spirits
distributor
Mangrove
Global, as well as an industry
expert and commentator. In his
column for this issue, Nick
Explains why rum is a great
category, but needs some
sifting for best sales
For 25 years those of us in the spirits
world have been waiting for “the rum
boom”. But as we patiently waited,
the category snuck up on us to
become one of the most successful of
all time. But what does that mean for
you? Well, it means that you need to
have at least a few well-chosen
bottles on your shelf to satisfy this
nation’s many rum-lovers. Here’s
where to start.
We’re expecting to see growth in
all subcategories of rum as well as
continued diversification in the form
of new, weird, and wonderful flavours.
Spiced rum is super popular right now
and continuing to grow, as are white,
golden and dark varieties.
Premiumisation in rum has also
taken hold, and at this end of the
market people are looking for
provenance and authenticity with
their producers. Caribbean rums fit
the bill nicely, with warm, tropical
tones imbued into the luscious
liquids crafted in the region’s many
islands. Consider adding a delicious
spiced to your range, as well as a nice
bottle or two from the Caribbean to
satisfy the premium purchase.
Remember the mixer – Rum and Coke
is an exceptional drink and easy to
bundle, as are other simple mixes like
Ginger Ale and even Soda. Be careful
with flavoured rums – especially the
synthetic ones with high sugar
content. I’m not convinced of
long-lasting popularity here. Above
all else – be bold and experiment a
little. You’d be surprised how willing
customers are to part with cash for a
truly lovely bottle of the stuff.
Delicious!
A leading retailers’ body
has raised concern that
Employment Rights Bill
risks punishing responsi-
ble businesses rather
than focusing on
unscrupulous employers.
According to amend-
ments tabled by the
government to its
flagship employment
legislation, all British
workers, including nearly a
million agency workers, will be
entitled to a contract which
reflects the hours they
regularly work.
Government said the
amendments will ofer
increased security for working
people to receive reasonable
notice of shifts and proportion-
ate pay when shifts are
cancelled, curtailed or moved
at short notice – whilst
retaining the necessary
flexibility for employers in how
they manage their workforces.
Responding to the tabled
amendments on the Employ-
ment Rights Bill, Helen
Dickinson, Chief Executive at
the British Retail Consortium,
said, “The BRC supports the
Government’s goal to ensure
improved employment
practices.
“We want a level playing
field for responsible business-
es, which means tackling
unscrupulous employers and
we support measures to crack
down on those who exploit
their workforce.
“The focus of the
Employment Rights
Bill should be on
unscrupulous employ-
ers who undermine
confidence in the
labour market. Instead,
the current regulations
risk punishing respon-
sible businesses who
provide employment.”
Calling the bill
“biggest upgrade to workers’
rights in a generation”, Deputy
Prime Minister Angela Rayner
said that for too long millions of
workers have had to face
insecure, low paid and irregular
work, while the economy is
blighted by low growth and low
productivity.
“We have been working
closely with businesses and
workers to progress this
landmark bill and deliver our
Plan for Change - unleashing
growth and making work pay
for everyone.”
BRC says good employers mean low-hanging fruit for enforcers
Employment Rights Bill ‘risks
Employment Rights Bill ‘risks
punishing responsible businesses’
punishing responsible businesses’
NEWS/COMMENT
NEWS
6 ASIAN TRADER 21 MARCH 2025
Independent retailers’
association The Fed has
expressed extreme
disappointment that
PayPoint’s monthly
service fee is to rise
from April. PayPoint, on
the other hand, has
reiterated that the rise
in the fees is in line with
“standard RPI increase”
as well as increase in commis-
sions.
The rise follows PayPoint’s
annual review of its prices
against the retail price index
(RPI). It adds that on February
19, 2025, RPI stood at 3.6%.
However, Mo Razzaq, the
Fed’s National President
described the move as “ex-
tremely disappointing” coming
at a time when independent
retailers were facing unprece-
dented challenges.
He said, “Fed members are
being tested to the limits.
Costs are rising, retail crime is
at its highest levels yet and
independent retailers are
beset with red tape.
“In April, businesses are
already facing the perfect
storm of increases both to
national insurance contribu-
tions and the national
minimum wage. Now, they
will have this increase from
PayPoint to contend with.”
In 2022 and 2023 – and
following discussions
with Fed officials – al-
though the payment
specialist increased
its service fee charge,
it absorbed the
additional costs
caused by inflation to
protect its network of
retailers. Last year,
the full increase was
applied.
After being advised of the
impending increase at a
meeting with PayPoint last
month, Fed officials asked the
company to think again.
Razzaq said, “It is a huge
blow that although we raised
the concerns of members with
PayPoint, this appears to have
fallen on deaf ears and, once
again, the company is raising
its monthly service fee in line
with the RPI.”
Fed dismayed as PayPoint hikes service rates again
Retailers body criticises
Retailers body criticises
PayPoint for raising fee
PayPoint for raising fee
Shocking details of racial and
sexual abuse have emerged in
retail trade union Usdaw’s
annual crime survey, which
also reports increasing
number of shop thefts. The
report also shows that
violence continues to remain
at “double the pre-pandemic
levels”.
Based on the survey of
nearly 10,000 retail staf,
Usdaw’s report shows that
shoplifting has nearly
doubled since the pandemic
and rose by 23% last year.
The survey also found that
while the situation has
improved since the excep-
tionally high levels during the
pandemic, abuse, threats and
assaults remain higher than
pre-Covid levels in 2019.
Usdaw’s survey of 9,481
retail staf found that in the
last twelve months, most
retail workers (77%) experi-
enced verbal abuse, while half
(53%) reported to have been
threatened by a customer.
About one in 10 were assault-
ed.
The report notes that the
leading cause of customer
frustration is short stafng.
Harassment is relatively
low among the whole sample,
but the survey found that
racial harassment among all
non-white workers is 48% and
is slightly higher at 52% for
non-white women. One third
of women under 27 sufered
sexism.
Usdaw reveals shocking details
of abuse against retail staf
Shocking 14,000% surge
Shocking 14,000% surge
in illegal vape seizures
in illegal vape seizures
Essex has seen a staggering rise of
over 14,000% in illegal vape
seizures in the past 12 months, a
new report has revealed.
Two illegal vapes were seized
every minute in 2024, with almost
£9m of illegal products removed from
UK streets. The number of illegal
vapes seized year-on-year since 2020
saw a dramatic 100-fold increase in
the potentially dangerous products.
In England, London contributed
to nearly half of all illegal vape
seizures (47%), while Newport, in
Wales, saw significant increases
contributing to 70% of Wales’ total
seizures.
Suppliers sign-up for
Suppliers sign-up for
TWC’s reporting solution
TWC’s reporting solution
Coca-Cola and KP Snacks are
among first five suppliers to sign up
to WholeView reporting solution by
TWC, the data and insight special-
ists for the wholesale sector.
TWC’s WholeView is a platform
for suppliers who want to aggre-
gate wholesale shipments data
bought from multiple wholesalers
into a “single version of the truth”
online reporting tool.
Data is cleansed, merged and
then aggregated by TWC’s hugely
data quality team before being
delivered quickly and securely via
TWC’s market leading dashboards
to an unlimited number of users at
the supplier organisation.
Smiths News CFO
Smiths News CFO
to step down
to step down
The news wholesaler said its chief
financial ofcer Paul Baker will be
leaving the company.
He is set to join a large private
business, operating in a diferent
sector, the company said in a
regulatory filing.
He will remain with Smiths News
to ensure a seamless transition of
responsibilities, as the company
now commences the search for his
successor.
Baker joined Smiths News in
2021 from Compass Group, where
he was serving as the finance
director for Europe. He previously
worked at Bird’s Eye and Cadbury
as CFO.
NEWS
21 MARCH 2025 ASIAN TRADER 7
NEWS
Two years ago, I wrote about
artificial intelligence (AI) and its
potential impact on independ-
ent retail. Looking back, even
the most optimistic predictions
have been surpassed by the
speed and scale of AI adoption in
our sector.
What began as a buzzword
has evolved into an essential
business tool. Independent
retailers who initially viewed AI
with scepticism are now
embracing it to compete more
efectively in an increasingly
digital marketplace.
The most dramatic change
has been in customer interac-
tion. AI-powered chatbots have
evolved from simple query
handlers to sophisticated
virtual assistants. Many of our
members report that customers
often now can’t distinguish
between AI and human.
Inventory management has
been another success story. AI
systems now predict seasonal
demand with remarkable
accuracy, helping independent
retailers optimise stock levels
and reduce waste.
Social media management,
once a time-consuming task for
independent retailers, has been
transformed by AI tools.
Through our partnership with
Maybe, we’ve seen members
dramatically improve their
digital presence without
increasing their workload. The
AI now understands local
market nuances and can
generate content that reso-
nates.
Perhaps the most significant
development has been in data
analysis. AI systems now
provide independent retailers
with insights previously
available only to major chains.
From customer behaviour
patterns to pricing optimisa-
tion, from store layouts to
opening hours, these tools have
levelled the playing field
considerably.
However, the rise of AI hasn’t
been without challenges.
Privacy concerns and data
security remain important
considerations, and we’ve
learned that AI works best when
complementing human
expertise rather than replacing
it.
Looking ahead, we’re seeing
exciting developments in
augmented reality and
personalised shopping
experiences powered by AI. The
technology is becoming more
sophisticated in understanding
local market conditions and
community needs – crucial for
independent retailers who pride
themselves on their communi-
ty connections.
For those who haven’t yet
embraced AI, the message is
clear - this isn’t a passing trend.
Through Bira’s partnerships and
resources, we’re committed to
helping our members navigate
this technological transforma-
tion.
The past two years have
shown us that AI is empowering
independent retailers to focus
on what they do best: providing
personal service and building
community relationships. As
we move forward, the challenge
is how to use AI most efectively.
You also can listen to one of
our recent podcasts about AI -
search High Street Matters on
your streaming platform to find
out more.
In his regular column, Bira CEO Andrew Goodacre surveys the
damage done to retail so far in 2025.
AI and retail, two years on
AI and retail, two years on
– what have we learned?
– what have we learned?
BP launches EV
BP launches EV
convenience hub
convenience hub
Marking a major shift in its retail
strategy, bp has launched its first
dedicated EV charging and conveni-
ence hub at Cromwell Road on the A4
in Hammersmith, London.
The site has been completely
transformed, with fuel removed and
five ultra-fast BP Pulse 300kW charg-
ers installed, each capable of
charging two vehicles simultaneous-
ly under newly designed canopies.
Inside, a redesigned convenience
store features an upgraded Wild Bean
Café and an expanded M&S Food
range, tailored to meet the needs of
EV drivers and customers on the go.
HEINEKEN revamps
HEINEKEN revamps
c-store retailer scheme
c-store retailer scheme
HEINEKEN is revamping its Star
Retailer programme with a new
participation and rewards framework
for and a redesigned website.
With many of the biggest brands
forming a part of HEINEKEN’s
portfolio, Star Retailer helpS retailers
by providing category advice tailored
to c-stores, ofering rewards based
on their level of participation.
The new iteration of the loyalty
scheme will provide three reward
levels – Star Retailer, Star Plus and
Star Platinum.
Retailers will unlock a tiered set of
benefits and incentives, up to £100
per bimonthly cycle, starting in April.
Co-op breaches land
Co-op breaches land
rules 107 times
rules 107 times
The Competition and Markets
Authority (CMA) has identified 107
breaches of the Groceries Market
Investigation (Controlled Land)
Order 2010 by Co-op, raising serious
concerns about the retailer’s
compliance with competition
regulations.
The breaches relate to agree-
ments restricting rival supermarkets
from opening nearby. The Order was
introduced to prevent large grocery
retailers from using such agreements
to limit consumer choice and stifle
competition.
Following a previous case
involving Tesco in 2020, the CMA had
instructed all large grocery retailers,
including Co-op, to review their
compliance with the Order.
By Andrew
Goodacre, CEO
of Bira (British
Independent
Retailers
Association)
NEWS
8 ASIAN TRADER 21 MARCH 2025
The Post Ofce and DPD
have announced an
expansion of their
partnership with
international delivery
services.
Following a success-
ful trial at 300 post
ofces that has been
running since February,
customers wanting to
send parcels abroad can
now choose from “DPD
Classic”, “DPD Direct Lite” and
“DPD Air Classic & Air Express”
services. The international
delivery services are now
available at 4,100 post ofces
across the UK.
The Post Ofce and DPD
partnership began in 2021 and
already includes “Click and
Collect” and Next Day delivery
services within the UK.
The PO and DPD announce-
ment follows a virtual Postmas-
ter Conference organised and
hosted by postmasters. The
Post Ofce outlined it re-
mained focused on expanding
Mails and Parcels services to
more branches, allowing
customers access to the best-in-
market, safe, and convenient
options for shipping, pickup,
and drop-of—both online and
in-branch.
“As part of delivering our
‘New Deal for Postmasters’ it’s
vital that we strengthen
postmasters’ ofer to custom-
ers. Expanding our already
successful partnership with
DPD is a demonstra-
tion of this,” Neil
Brocklehurst, Post
Ofce acting chief
executive, said.
“In today’s
fast-paced world,
customers and
businesses expect
international parcels
to reach their
destination in a
matter of days and
having DPD international
delivery services available
provides them with the
options to meet their needs.”
Elaine Kerr, DPD UK chief
executive, commented: “We
really value our relationship
with the Post Ofce and
introducing international
services is the logical next step,
with online and buy-in-branch
now well established. We have
the largest delivery network in
Europe and deliver to over 200
destinations worldwide.”
Expanding to 4,100 branches following successful trial
Post Ofce and DPD expand
Post Ofce and DPD expand
international delivery services
international delivery services
The British Independ-
ent Retailers Associa-
tion (BIRA) has
expressed concern
over the latest figures
from the BRC-NIQ
Shop Price Index for
February 2025, saying
that while overall shop
prices remain in
deflation, the rise in
food prices is worrying
for retailers and consumers
alike.
The BRC report shows
shop price inflation was
unchanged at -0.7% while
non-food inflation decreased
to -2.1% YOY in February.
However, food inflation
increased to 2.1% and fresh
Food inflation increased to
1.5% while ambient food
inflation increased to 2.8%.
Helen Dickinson OBE,
Chief Executive of BRC, said
that breakfast, in particular,
became more expensive as
butter, cheese, eggs,
bread and cereals all
saw price hikes.
“We expect food
prices to be over 4%
up by the second half
of the year. If
Government wants
to keep inflation at
bay, enable retailers
to focus on growth,
and help households,
it must mitigate the swathe
of costs facing the industry.
It can start by ensuring no
shop ends up paying more
than they already do under
the new business rates
proposals and delaying the
new packaging taxes.”
Retailers body raises alarm
over rising food prices
InPost launches ‘Send’
InPost launches ‘Send’
label-less parcel service
label-less parcel service
Send will enable consumers to post
parcels from one InPost Locker to
another, an out-of-home (OOH) point
such as a PickUp and Drop Of
(PUDO) location, or directly to their
chosen home address.
Accessible through the InPost
app, it is a convenient way to send
parcels without needing a label,
giving customers and receivers
complete visibility and assurance
through real-time tracking. In
addition, pricing is simple and
transparent – parcels up to 15kg can
be sent based on size: small, medium,
and large.
InPost delivered 93.2 million
parcels in 2024.
Arla Foods Lockerbie to
Arla Foods Lockerbie to
get extra £90m
get extra £90m
Arla Foods will invest nearly £90
million into its Lockerbie site in
Scotland to support the farm-
er-owned co-op’s future growth.
Alongside the £300m site
investments announced in 2024,
which included £34m into Locker-
bie’s cheddar production, it has
recently announced a proposal to
further increase the investment in
Lockerbie to enable it to future proof
its UK production.
The UKs largest dairy cooperative
is proposing to create a Centre of
Excellence to produce UHT and
lacto-free milk at Lockerbie, which
could create new roles in the local area.
Premium labels help AB
Premium labels help AB
InBev improve revenues
InBev improve revenues
AB InBev reported forecast-beating
fourth-quarter profits and progress in
cutting decade-old debts.
Labels like Corona and Michelob
Ultra helped push revenues to an
all-time high. The world’s largest
brewer said cost management also
drove margin expansion, producing a
10.1% rise in fourth-quarter profits
versus analyst forecasts of 7.7%.
The results shows that the
company’s revenue increased by 2.1%
in last quarter of 2024. The growth
was led by Corona.
Analysts described the company’s
results as a strong end to the year,
following bumper results from rival
Heineken and Carlsberg.
GUEST COLUMN
21 MARCH 2025 ASIAN TRADER 9
moking remains the leading cause of
premature and preventable deaths in
the UK. And while smoking rates are
decreasing, one in eight people in
the UK still smokes, according to Action on
Smoking and Health (ASH).
Given tobacco’s health risks, helping smok-
ers quit is a key priority, with stopping tobacco
use completely, without alternatives, the
best option for health. However, as the recent
No Smoking Day (12 March) reminded us,
quitting is a major challenge for many. Hence
why recognising vapes as a valuable harm
reduction tool and a less harmful alternative
to smoking is important.
Unlike smoking, where tobacco is burnt,
vaping heats nicotine-containing liquid,
significantly reducing the risk of smoking-re-
lated illnesses. While most harmful chemicals
in cigarettes are absent in vapes, it must be
acknowledged that vaping is not entirely risk-
free, contains nicotine that is addictive and
is solely intended for adults seeking support
in moving away from tobacco as part of their
quit journey. As such, fostering education and
awareness about vaping is pivotal in empow-
ering adult smokers to make the transition
based on an informed choice.
Vaping as a harm reduction tool
For those struggling to quit smoking, vaping
has emerged as one of the most efective and
popular tools to aid eforts. According to ASH,
nearly three million people in Britain have
successfully stopped smoking using vapes
over the past five years – with many adults
relying on single-use vapes, as outlined in a
study funded by Cancer Research UK. Given
this, the availability of viable alternatives
following the single-use vape ban is impera-
tive to ensure smokers get continued support.
Without accessible options, there is a real risk
of smokers relapsing, undermining the UK’s
smokefree ambitions.
Addressing common
misconceptions
Misinformation remains a significant barrier
to smokers adopting vaping, despite credible
Addressing misconceptions, supporting
smoking cessation, and the importance of
flavours – Angelo Yang, Associate General
Manager at ELFBAR UK, explains why
vaping is the way to go if we really want
to abandon tobacco
assessments from leading health organisa-
tions, including the UK’s Ofce for Health
Improvement and Disparities and the Royal
College of Physicians (RCP), stating that
vaping is significantly less harmful than
smoking.
Yet misconceptions persist. The NHS, ASH
and a UCL study all identify that many peo-
ple, including smokers, still wrongly believe
vaping is as or more harmful than smoking.
Similarly, a recent ELFBAR survey found that
42 per cent of current UK smokers mistak-
enly hold this view1.
With this in mind, addressing misconcep-
tions about vaping and highlighting its vital
role in helping adults quit smoking is essen-
tial – especially as the upcoming single-use
vapes ban is liable to cause further confusion.
Supporting smokers through
the single-use vape ban
Fortunately, early signs indicate that cus-
tomer purchasing habits are already chang-
ing ahead of the ban, which takes efect from
1 June.
Sales data from Circana shows a gradual
shift from single-use vapes to reusable
devices, particularly prefilled pod kits. While
positive and suggestive that retailers and
adult vapers are preparing for the transition,
the ELFBAR survey reveals almost one in
ten adult single-use vapers remain unaware
of the ban2. This shows more work is needed
to ensure all adult vapers understand the
changes and their options.
Encouragingly, the survey also found
that most adult vapers are aware and already
using or planning to use reusable alterna-
tives. However, the survey also highlights
that nearly one in four (23 per cent) would
turn to buying illicit single-use vapes in
response to the ban, while another one in
four would return to smoking. The Depart-
ment for Environment, Food & Rural Afairs
impact assessment on the ban raises similar
concerns, warning there could be ‘health
disbenefits’ with 29 per cent of vapers revert-
ing or relapsing to cigarettes. This presents a
significant challenge for responsible retailers
and the government’s smoke-
free target.
Illicit vapes are already a
growing concern, account-
ing for at least a third of sales,
harming legitimate retailers.
In addition to the potential
health implications if adult
vapers return to smoking,
there’s also the financial
impact for retailers as vapes
are four times more profitable
than cigarettes according to a
University of Edinburgh study. Consequent-
ly, retailers should educate staf and custom-
ers about reusable alternatives that ofer
similar convenience and flavour experience
to single-use vapes while highlighting the
risks of illicit and counterfeit products. By
doing so, retailers can protect their business
interests and customers.
The importance of flavours
Flavours play a key role in adult smokers
switching to vaping, as noted by the RCP.
This makes it crucial for retailers to stock a
variety of pod and e-liquid flavours.
As the single-use ban approaches, retailers
should focus on understanding the flavours
and vaping products most popular with
adults trying to quit smoking and tailor their
range accordingly. By meeting customer
preferences, retailers can help smokers stay
smokefree and contribute to reducing smok-
ing rates.
Moving forward
Vaping has played a pivotal role in helping mil-
lions of people quit smoking. As the UK transi-
tions to a post-single-use vape landscape, this
shift provides an opportunity to reinforce
harm reduction eforts through education and
access to compliant alternatives.
ELFBAR and LOST MARY are continu-
ing to build on their portfolio of reusable
alternatives, first established in the market
before the single-use ban was announced.
These products are designed to capture the
ease of use, convenience and flavour experi-
ence – complemented by a wide variety of
flavour options – that made their single-use
predecessors popular with adults looking to
quit smoking.
By addressing misconceptions, guiding
customers towards reusable devices, and
ofering a variety of flavours, retailers can
mitigate the impact of the single-use vape
ban and play a part in helping the UK achieve
a smokefree future.
Refs:
1 ELFBAR survey Dec 2024 (over 6,000 UK adult vapers
and smokers surveyed, conducted by Opinium)
2 ibid.
Let’s talk about vaping like grown-ups
NEWS FEATURE
10 ASIAN TRADER 21 MARCH 2025
heatre-style experiences, branded
merchandise and grand props – promo-
tional activations in convenience stores
are increasingly becoming more immersive
and spectacular. At the same time, recognis-
ing the importance of building close relation-
ships with communities, brands are increas-
ingly choosing local stores for new product
launches.
NPD launches in c-store are no longer just
about allotting shelf space; they have now
evolved into multisensory experiences. With
branded POS, window displays, posters,
bollard covers, free samples, merchandise and
themed props, local stores are being trans-
formed into event spaces for maximum
impact.
Interestingly, this is an arrangement
where everyone involved benefits. Stores
hosting activations see an influx of custom-
ers, while brands successfully generate the
buzz they need.
According to seasoned retailer Bobby Singh
in West Yorkshire, immersive
activations do more than boost
footfall and incremental sales;
they also create demand by
making new products more
familiar to consumers.
“When my customer tries
something new and loves it, I
make sure to stock that line. I
really feel this is the correct
method for creating demand,” he
says
BB Nevison Superstore in Pontefract is one
of the brand-favourite stores for activations,
promotions and takeovers. Back-to-back
campaigns, free gifts and ever-changing
eye-catching POS keep the store buzzing with
a “theatre-like” feel.
Hosting such activities regularly has made
BB Superstore a destination store.
“Since we actively market the activation
on our social media channels too, we see
people coming from faraway places. Some are
actually traveling miles to see what’s
happening in the store,” he adds.
C-channel power
In-store activations in local stores are proving
to be more efective.
Singh strongly feels that NPD launch
In-store activations are not only becoming
grander, says Pooja Shrivastava, but
brands are also increasingly choosing
convenience stores for creating buzz
while shelf-talkers, floor
liners, and attractive POS
turned the stores into
experience zones.
The activation also
included spin-to-win
wheels and a host of prizes.
This purple-themed immersive branding
was seen in stores across the country,
including BB Nevison Superstore, One Stop
Carlton, Nisa Broadway Oldham, Woosnam
and Davies News in Wales, Londis Bexley
Park in Dartford, and Go Local Extra Belle
Vue in Middlesbrough.
The combination of interactive displays,
spin-to-win prizes, and social media
promotion, both from retailers and the
brand, resulted in record footfall.
In a sleepy Northamptonshire village,
the Doritos Dinamita activation turned out
to be nothing less than a mini festival.
Since this was the first activation of any
sort in Kislingbury Village Store, the
community was overjoyed.
Retailer Vidur Pandya said, “The whole
set of activities, be it spin-the-wheel or free
branded merchandise to be won, brought in
customers even from neighbouring villages
who normally don’t shop at our store.
“Since the NPD launch is exclusive to the
convenience sector, we also got to boast to
customers that you are not going to find this
range in the supermarkets.”
Elsewhere, in Fenstanton village in
Cambridgeshire, retailer Amit Puntam-
bekar reported selling 100 Doritos Dina-
mita bags in just a week from his store Ash’s
Shop Nisa Local.
Puntambekar attributed the sales to the
success of in-store activation, particularly
bespoke POS and the “spin to win” game for
shoppers.
Explaining why PepsiCo chose conveni-
ence for this launch, Ed Merrett, Whole-
saler Controller at PepsiCo, told Asian Trader,
Winds of Change
activations are more impactful in local stores
than at bigger giants as c-stores engage
shoppers more efectively.
“We are close-knit with the community.
We don’t just talk superficially but we have
known them for years. So
when we say something,
they tend to listen and
engage with us actively.
“We create a ripple
efect in the community.
That’s something big
supermarkets simply can’t
replicate,” he says.
One Stop Carlton in Manchester is
another store that hosts almost one
activation per week.
Retailer Priyesh Vekaria believes
immersive in-store activations can “stop
consumers in their tracks,” disrupt their
mindset, and persuade them to buy things
that weren’t on their shopping lists.
Vekaria echoes Singh’s thoughts on how
the impact of promotions and
activation gets amplified in
convenience store set-up.
“Wholesale activations look
great and impressive due to their
sheer size. However, they only
end up encouraging a retailer like
me to buy some stock and not the
end-users.
“Our engagement, however,
showcases products directly to
the customers,” says Vekaria.
Even if a product is launched and
marketed through other channels, such as
TV ads, there is no real engagement with
end-users, he says, stressing that true
engagement happens in convenience
stores.
The Dinamita Activation
Retailers’ sentiments are reflecting in
market trends.
Skipping supermarkets, PepsiCo chose
to launch its new product, Doritos Dina-
mita, directly in the convenience channel
this February.
Under the massive in-store activation,
participating stores were taken over by the
brand for a complete makeover. Bespoke
branded vinyl was covered on the windows
Priyesh Vekaria