A panorama of the Group's news

« Back to News from our companies | Print

Jacquet revamps its wrapped bread

Wrapped bread is extremely popular as far as today's food habits are concerned in France. Plain, wholemeal and crustless loaves, hamburger buns, kebabs, precooked bread and other specialty breads have gained more than E100 million in sales in the past 5 years. Jacquet is suggesting that the supermarkets reorganize their wrapped bread shelves to exploit their true potential and propose a presentation that corresponds to how consumers really make their purchases. The days when wrapped bread was hidden away round the back are over. Jacquet has redesigned shelf presentation so that customers can identify and discover what the different brands have to offer. The shelf is organized around four themes that correspond to key consumer needs: “canapés and sandwiches”, “special treats”, “the basics”, “ready to bake”. Each type of bread is given prominence in this way. For the sales outlets that have adopted it, the reactions of consumers are positive: they find the shelves clear, well-organized, attractive and easier than before. And the proof is in the pudding: sales at these outlets are up by 6%.