Retailer Partnerships

Dairy Crest has strategic relationships with many UK retailers to deliver and grow their Retailer Brand Milk, Cheese, Cream and Butter business. In 2005 Dairy Crest delivered over 2 Billion litres of milk and grew the retailer sales at a faster rate than their competitors.

Retailer Brand Dairy products are hugely important and profitable to the retailers.

Did you know?

• Dairy products are in 9 out of 10 shopping baskets
• Dairy is bought an average 65 times a year
• Dairy is in 99.5% of all households

This type of insight – and much more besides – allows Dairy Crest to proactively respond to the ever-changing market place and consumers.

Our aim is to drive significant growth to our retail partners through the implementation of retailer specific research that is actionable at point of purchase.

We have the ability and the necessary insight to facilitate retailer specific NPD solutions that will drive increased volume and loyalty to the retailer as well as increasing the market share of trade and increased footfall that the retailers demand.

For example:

Sainsbury’s Farm Promise Milk – delivers growth to the Added Value Organic market and a sustainable future supply of British Organic Milk.

Dairy Crest has developed comprehensive and tailor made Category management solutions for each of our retail partners using comprehensive research to fully understand the shopper, consumer and retail environment to grow the Retailer Brand products across the whole dairy category.

Our Customer Marketing Department works closely with the commercial teams and has the responsibility of driving the Retailer Brand products as well as Dairy Crest brands.

This is a challenging and creative area that requires excellent people with the right skills, background and expertise to develop the necessary relationships that are required to deliver profitable category growth.

Our Purpose is to grow the Dairy Category over and above Total Fresh Foods every year – a clear and achievable target.

Our Promise to the retailers is to give a True Dairy Category vision based on real consumer attitude, needs and behaviour.

Dairy Crest is the undisputed leader within the industry for delivering Category growth for both Retailer Brand and branded products using insight and solutions and for driving increased sales and profit of the Retailer Brand products.

The success that we have achieved is down to our people and how we work as a team to deliver on our promises. The commercial teams are critical to this achievement.