AussieMite fights for shelf impact: we weigh their attempt to become the next Australian icon

AussieMite fights for shelf impact: we weigh their attempt to become the next Australian icon

With Kraft and Bega in court over Peanut Butter, local hero Aussiemite is getting into more stores.

We looked into their recent NPD and found great on shelf availability, but we have questions about their 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

Number of stores audited with product

Distribution

11|30

Not many stores had this NPD, only 35% of Coles had AussieMite

Number of assortment (number of varieties) found on the shelves

Assortment

25|25

Only 1 SKU audited in this shopper research (All stores with this product had 100% assortment)

Number of facings encountered on the shelf

Facing

16|20

80% of stores with 2 facings. However, it was very difficult to spot this product on the shelf

Product ranged or not ranged (if shelf is empty)

Availability

15|15

The stores that had the product ranged all had plenty of stock on shelf

Product location - top / middle / bottom shelf

Shelf Location

4|4

100% of products were located on the top shelf, hence full marks for consistency

Number of retailers ranged (Aldi, IGA, Woolworths, Coles)

Retailers

1|4

Product was only ranged at Coles

If the product is available in retailers online shop

Online Shop

0|1

We could not find the product listed in the Coles online store

If product has been promoted in retailer catalogue (in CBD area)

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

For AussieMite, improving distribution & shelf impact is the main opportunity for this NPD. By using crowdsourcing to research & better understand the category and shelf layouts in stores, AussieMite can obtain data as input into these new initiatives.

Stores Surveyed

• 43 Stores: Coles

• Period: Sep 20th to Sep 24th

If you are launching a new product, we can help with ensuring successful execution in your partner stores. Talk to us to find out how you can leverage crowdsourcing & AI in your business.

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