‘Guilt lane’ abolition is prime target for food firms

Supermarkets had been pressed by lobbyists last year to cut down on so-called guilt lanes, where indulgence foods such as sweets are displayed by checkouts.

Graze announced in July that it would stock a new range of its products in 1,600 Boots and Sainsbury stores in its first venture into traditional retailing.

“What you’ll see in the stores is that we’re going to be a healthy choice at the checkouts to give an alternative to crisps and chocolate,”​ Graze’s chief executive Anthony Fletcher said.

Making more money ​

Retailers’ sales had been mixed following the voluntary removal of guilt lanes, he added. “Some are cracking it and have managed to transition their checkouts to a different product range and are making the same if not more money, while many others could be struggling.”​

Before launching into Sainsbury and Boots, Graze trialled its on-the-go range in several Boots stores across the country. The range accounted for the highest rate of sales across the stores’ total snack categories, Fletcher said.

More than 50% of the purchases were made by customers who hadn’t bought products from Boots’s snacking category in the past five months, research showed.

Sainsbury ​

Sainsbury would take on 12 of Graze’s new stock keeping units, according to the retailer’s impulse category planner Amy King.

“In Graze, we have found a manufacturer who offers a variety of delicious, convenient snacks to suit everyone’s taste,”​ King said.

According to Fletcher, consumers were demanding healthier snacks, which is why Graze agreed to work with Sainsbury and Boots.

“Most people find that making a healthy choice is difficult, unsatisfying or means you have to compromise on taste,”​ he said.

“Graze is trying to make products that are not just healthy, but have a clear health benefit and have a fantastic quality of ingredients that you will entertain eating, enjoy and will satisfy you.”​