I was surprised to receive the email today announcing that magazine distributor NDD is to distribute Sultry Sally potato chips. Magazines and potato chips are an odd mix. This brand launched in Safeway and Woolworths earlier this year. While some newsagents would be happy with a supermarket line, I am more included to hunt out chips not being sold in a supermarket.
In my experience, confectionery supplied by magazine suppliers arrives damaged, as it gets strapped to bundles of magazines indiscriminately and heave-hoed by delivery drivers. The end result is not appetising at all.
Mag suppliers are comfortable with long-life products such as bubblegum, gobstoppers etc, sitting on a poor markup. The Sally Sultry brand is different, intriguing. It’s of the 1950s “barber shop” design style, sexily presented, it’s refreshing for newsagents.
I’d like to see
– RDS supplying a compact stand;
– Box delivery of chips, not strapped;
– Competitive price point and markup.
Most newsagents treat confectionery like stickers or hobby cards. Dusty Mars bars and chewing gum on the front counter are an ugly and common sight. Any new branded confectionery would need to bypass this reflex to be successful.
Hi Luke
Just to set the record straight my chips will be delivered via courier therefore not along with magazines and stock replenishment will be through ndd/Impact orders. I also have my own beautifully branded compact stand.
Cheers
Sally xox
Sultry Sally
Sultry Sally’s Deli Chip Company
Glad you’re tongues are already wagging about my delicious 97% fat free deli chips.
Just thought you might like to know that they will be distributed direct to store via a dedicated courier [DHL], and that way the glam packets should arrive just as I sent them.
My lovely friends at NDD and Impact Merchandising are looking after the trade marketing and taking orders from newsagents, because I couldn’t possibly visit every newsagent with the social schedule I have been keeping!
As you know, I don’t like to divulge all my secrets, but I can tell you that there will be DISPLAY STANDS available to make sure my chips are looking their best [order details in your inbox next week], and that these delectable deli chips will ship with a 35% standard discount for newsagents.
Until next week,
Sally xox
Sally,
35% is not enough for prime location unless you are paying a slotting fee as well.
The biggest hurdle will be that NDD is a magazine distribution business. That’s how we see them.
Mark
Deli chips are popular however as usual I need clarification, I am not sure if you meant 35% of the wholesale price or 35% of the RRP.
May I ask what is the RRP?
Thankyou Derek
be careful when ordering stock, sultry sally got some bad publicity in the sunday telegraph, so customers opions of the chips may not be the best.
Hi Derek –
today’s update brings good news, with an increase to 40% newsagency discount off RRP.
Packs are $3.50 RRP, which means that wholesale price is $2.10 per pack – and newsagent margin is $1.40 per pack sold.
More details next week on how to order.
Sally
Thanks for the posts.
We got a sample of these chips today. I have to say that they are not that nice. I would not buy a pack for myself even if they were free, far better off stocking Smith’s or similar.
Me, too.
at Woolies the other day bcos they were on special, I decided to buy a packet to try.
unfortunately they were not to my liking either.
but then again, each to their own taste!