AussieMite

AussieMite

Summary

This NPD has good on shelf availability and consistent shelf positioning in Coles stores where it is ranged. However, room for improvement in the area of distribution and shelf impact. 

AussieMite

AussieMite 175g was recently ranged at Coles. It is an alternative yeast spread for sandwiches, toast, crumpets and cracker biscuits. Recently, it also changed its packaging colour to yellow. We thought it would be interesting to assess well how this NPD is executed in-store.

NPD Execution

Aglo’s network of shoppers went into the aisles of Coles supermarkets to photograph this product on the shelf. Stores from various regions and different formats were visited to assess this NPD.

Aglo NPD Rating

Distribution 11/30 Not many stores had this NPD, only 35% of Coles had AussieMite
Assortment 25/25 Only 1 SKU audited in this shopper research (All stores with this product had 100% assortment)
Facing 16/20 80% of stores with 2 facings. However, it was very difficult to spot this product on the shelf
Availability 15/15 The stores that had the product ranged all had plenty of stock on shelf.
Shelf Location 4/4 100% of products were located on the top shelf, hence full marks for consistency.
Retailers 1/4 Product was only ranged at Coles
Online Shop 0/1 We could not find the product listed in the Coles online store
Catalogue 0/1 No product found in the Coles catalogue (CBD) in September 2018
TOTAL 72/100 Distribution and improving shelf impact would be the areas of improvement for this newly released SKU at Coles.

Further details on NPD Rating metrics here

Shelf Impact

Shoppers had difficulty in finding this product in-store, particularly when it is located on the top shelf. The packaging of AussieMite could be improved to differentiate it from other products on the shelf. 

Stores Surveyed

• 43 Stores: Coles

• Period: Sep 20th to Sep 24th

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