Westland says focusing on the garden centre channel has led to 45% growth year-on-year for its Peckish range, making it the bird care market’s fastest growing brand.
Support for garden centres and independent retailers has been a key strategy for the company in a market worth an estimated £300 million.
Since its relaunch in September 2017, Peckish has become the leading brand in the RTU feeder segment, with a 50% share.
A series of summer roadshows has helped to drive demand, with trade events at four locations showcasing new Peckish products and easing the buying process for retailers.
Westland has invested heavily in packaging across the Peckish range after customer feedback consistently showed that storage convenience is a valued benefit. Around 80% of Peckish food products, including all small bags, now have re-sealable packaging.
Fourteen new products, launched to the trade on 1 August, will be showcased at Glee next month. Highlights include squirrel-Proof suet pellets and a variety of decorative feeders and bird tables as part of the Peckish Secret Garden Range. Eight new promotional packs and point of sale displays will be available specifically to garden centres.
Meanwhile, Westland has strengthened its dedicated garden centre sales team, which now numbers 40.
Rachael Dickinson, senior marketing manager at Westland, said: “Our strategy is to drive business to garden centres. To do this we have invested heavily in this channel and it is already paying off with 45% growth. Our sales team are not agents, they are dedicated and knowledgeable with a genuine interest in the products and an invested concern in supporting the garden centres. We anticipate that our new products, with supporting marketing and sales materials, will further our growth and continue consumer demand for the Peckish brand.”