CCEP have predicted key trends and continually identify the changing consumption habits as a result of the pandemic and the closure of the out-of-home industry. They have been working closely with Bestway every step of the way, in sharing data trends and changing consumer behaviours and their business strategy in response to the trading conditions and its anticipated evolution.
The open and productive nature of the relationship with CCEP has enabled Bestway to adapt the activity to meet the demands of the convenience sector. Recognising that the end consumer is looking for different formats, CCEP switched the priority products to convenience stores and are continually supporting promotions through large pack formats to meet the end consumer needs. The marketing investment has been upweighted, redeploying consumer and trade promotions towards digital.
CCEP have also given commitment to continue supporting food service customers once restrictions are lifted and as this industry re-opens. The business planning with CCEP remains agile, maintaining flexibility for the potential recovery scenarios, allowing both parties to openly discuss, agree and align business plans into recovery.
Haleem Sadiq - Director of Trading, Retail - 25th May