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Welcome: Stewart Fenn and Martyn Parkinson
LET’S KEEP UP THE momentum
As the spring and summer months appear on the horizon, it’s time to maintain and build momentum to make sure that 2026 is a year to remember for all Budgens retailers.
A very warm welcome to your latest issue of Your Budgens as our thoughts begin to turn to the spring and summer months ahead and all of the opportunities that await us.
One of the best ways of staying ahead of the competition and building momentum is to visit our Booker Retail Trade Shows at Sandown and Doncaster Racecourses early in March.We would urge you to get along to the shows to learn more about how Booker and Budgens are working tirelessly to help you deliver sales and profits.
There’s so much to learn at the shows and, while time away from the business can be difficult to justify, I’m very sure that a day or two at the Trade Shows will be a very good use of your time.
Then, of course, we’re into the important Easter seasonal period and we have a fantastic package of activity and promotions to assist you in leveraging that key opportunity.
With social media so important these days, we’ve recently updated our guidance and support for retailers to help them make sure they are making the most of this exceptionally
powerful tool to drive their businesses forward. You can read all about that in this issue.
You’ll also find the latest update on Scoot, as we continue to expand our low-cost home delivery service. From a standing start we now have 400 of our symbol retailers using Scoot with many seeing huge growth in their home delivery business since switching to the platform.
And it would be remiss of us not to mention our recent success at the FWD Gold Awards where Booker won the coveted Sustainable Wholesaler of the Year Award. Sustainability is a massive issue for Booker and Budgens, as we know it is for you as Budgens retailers, so it’s fantastic to be recognised for the huge progress we are making together.
There’s plenty to get excited about in the months ahead and we certainly look forward to growing stronger together with you in 2026.
We wish you all superb trading.
Martyn Parkinson, Director of Retail Sales
Stewart Fenn, Director of Retail Customer Proposition & Forecourt Sales
Foodvenience and younger indies drive c-store site demand
The trend towards ‘foodvenience’, along with the emergence of younger, entrepreneurial independent retailers influencing buyer demand, is fuelling the convenience property market.
The insights were revealed in retail property expert Christie & Co’s Business Outlook 2026, which reported a surge of acquisition demand for convenience sites in 2025, which is set to continue in 2026.
Around 80% of Christie & Co’s retail transactions last year were convenience store deals and, despite general economic trends in the UK, the firm reported that the average price of retail businesses it sold increased by 5.9%.
Steve Rodell, Managing Director – Retail and Leisure, claimed that a generational resurgence was driving a “more agile and community-responsive retail landscape where success is increasingly defined by localised stock selections and operational efficiency through economies of scale”.
He also observed that retailers had embraced hybrid formats that blend traditional convenience with ‘foodvenience’, which involves on-site prepared food tailored to customers’ needs.
Industry News
Scoot has continued to grow with 400 stores now signed up to the new service.
Scoot hits 400 store milestone as sign ups continue to soar
Booker’s rapid delivery platform, Scoot, has expanded rapidly through the Premier, Londis, Budgens and Family Shopper symbol groups since launching in February 2025 – supporting retailers in growing sales, reaching new shoppers and remaining competitive.
The platform manages ordering, payment and picking processes, while retailers remain fully in control of their product range, pricing and delivery model – whether fulfilled in-house or through third-party courier partners, including Just Eat.
Booker’s Head of Home Delivery Damian Sanderson said: “Reaching 400 store launches is an incredible achievement and a real testament to the ambition of our retailers and the strength of the platform. Scoot was built to help independent stores
thrive by connecting them with their local communities in a convenient, cost-effective way. We’re incredibly proud of the progress made and excited to continue supporting even more retailers as the platform grows.”
Retailers across the UK have already seen the benefits of joining Scoot. Budgens retailer Owain Hughes of Budgens Damory, Dorset, England, said the new service was helping to grow his business. “Scoot brings us customers that don’t use the shop, which is great for business. They find us through social media, and otherwise never would have shopped with us.”
With more retailers joining each week, Scoot continues to build momentum as a key part of Booker’s commitment to supporting independent convenience stores with practical, future-focused solutions.
Rural stores invested ‘over £280m’ in last year
The ACS 2026 Rural Shop Report has revealed that rural retailers spent over a quarter of a billion pounds in the last year improving their range and business.
Rural retailers invested more than £280m in the last year improving their range of products and services for customers, as well as investing in security measures to keep colleagues and customers safe.
That’s one of the key findings from the Association of Convenience Stores 2026 Rural Shop Report, highlighting the huge positive impact that rural stores play in communities across the country.
The report shines a light on the importance of rural retailers and the vital services they provide, as well as the unique challenges they face compared to their more urban counterparts.
Outgoing ACS Chief Executive James Lowman said: “Rural shops are a lifeline for thousands of people in isolated communities. These businesses are taking on a lot of the services that are otherwise disappearing from communities and need support to be able to thrive.
“We need to level the playing field for rural shops, so they don’t have to worry about phone signal or broadband connections. It is vitally important that policymakers consider the unique challenges facing rural shops and find ways to help them grow and continue to invest in their long-term future.”
Key findings:
l Rural shops provide secure, flexible jobs for over 165,000 people.
l Rural shops generated £17.7bn in sales last year.
l The average rural shop serves more than 2,000 people in rural communities surrounding the business.
Exchange for Change
Deposit Return Scheme (DRS) operator, UK Deposit Management Organisation has revealed that its new trading name is Exchange For Change.
Alongside the new trading name, Exchange for Change has a new icon that will appear on every bottle, can and return point associated with the scheme. The icon shows bottles and cans turning into coins, designed to be instantly recognisable and to reflect the full range of eligible containers within the scheme.
Exchange For Change CEO Russell Davies said: “Our new name reflects what this scheme is all about, and that’s making a simple change that has the power to transform streets, communities and recycling habits across the UK.”
Local libations
Budgens Huntley Services has teamed up with local suppliers
Cellar Supplies
Cheltenham and Clavell & Hind to offer its shoppers a new range of quality, locally produced ales.
The new range includes cans and bottles along with 5L mini kegs.
Shoppers can pop into the store to browse the range and pre-order kegs for collection.
Buckets of goodwill
Budgens of Holt has helped to raise more than £1,500 for The Royal Marines Charity, which helps to offer lifelong support to the Royal Marines family.
Members of the RMA Norfolk Branch visited the store to talk to shoppers and collect donations in their charity buckets.
Thanking its shoppers for their generosity, the store said: “A massive thank you to everyone who donated to The Royal Marines Charity while they were with us in Holt recently, you raised a magnificent £1,598.34. Thank you from all the members of the RMA Norfolk Branch and The Royal Marines Charity.”
Budgens Hinchley Wood tastes success
Kavanagh’s Budgens of Hinchley Wood has held a ‘Tasting Week’ offering shoppers free samples from its delicious range.
Kavanagh’s Budgens of Hinchley Wood in Surrey has treated its local shoppers to a ‘Tasting Week’ to introduce them to its vast array of local goods, great value Jack’s products and tasty food to go.
Monday was ‘Fresh Bakery Day’ featuring free samples of the store’s fresh croissants, muffins, sliced cakes, fresh breads and more.
Tuesday was all about the store’s fresh sandwiches, wraps and salads.
Wednesday was a ‘Ready Meal Showcase’ highlighting its great value Jack’s heat-and-eat ready meals.
Thursday was ‘Cheese and Deli Day’ starring a number of products from small and local producers – while Friday was ‘Pizza Day’ offering shoppers free samples of freshly cooked pizzas, nuggets and sausage rolls.
The help you’ve earned
Industry charity GroceryAid has fully rebranded to put retail workers front and centre and to remove the stigma of accepting the support they’ve earned.
Industry charity GroceryAid has unveiled a brand-new identity that, for the first time, puts workers from across the entire independent retailing and grocery spectrum front and centre, and champions the people who make the industry what it is: vibrant, diverse and something to be proud of.
At the heart of the rebrand is a drive to communicate to workers in this sector that support from GroceryAid isn’t a handout, but a service earned by grocery workers through their hard work, dedication and contribution to the sector.
“We fully appreciate that the term ‘charity’ can have some negative connotations and our research shows clearly that workers in the retail sector don’t consider themselves charity cases in any sense, and they’re absolutely correct,” explains GroceryAid CEO Kieran Hemsworth.
“They work long hours, they’re fabulously committed and they have earned the right to support through their contribution to an industry that serves millions every day. So what the new identity will help communicate is that this isn’t about charity in the traditional sense. Everyone needs a helping hand sometimes and workers in this sector have more than earned that help.”
The refresh is being supported by a full marketing campaign to raise awareness and reach even more people. This includes a trade and consumer PR and out-of-home campaign that highlights the positive impact of accessing help before reaching crisis point and challenging the stigma that can surround it.
Despite helping more than 22,000 grocery colleagues with financial, emotional and practical support, totalling more than £6.5m last year, GroceryAid hopes the refreshed brand will connect with even more grocery workers who need support.
HOW CAN YOU HELP?
You can play your part by scanning the QR code here and ordering your FREE independent retailer pack.
The pack includes:
l 1 x A4 All Services Poster
l 1 x A4 Financial Services Poster
l 1 x A4 Emotional Services Poster
l 1 x A4 Practical Services Poster
l 10 x A4 Employee Introduction Leaflet
l 10 x A5 Double-sided All Services Leaflet
l 10 x Wallet Cards
FROM THE UK’S NO.1 WATER BRAND*
*Source: NIQ Total Market Coverage, Sales Volume (Ltrs) and Sales Value (£s), 52wks to 24/01/2026
Winner Drinks Category. Survey of 8,000 people by Kantar.
Watch this space!
Kanagaratnam Rajaseelan’s revolutionary £1.5m development of his Budgens forecourt store took the industry by storm in 2024 – and he’s certainly given us a lot more to look at since!
When Your Budgens last profiled Kanagaratnam Rajaseelan’s (Seelan) sensationally developed Budgens forecourt store in February 2024 – he teased us to “watch this space!” – hinting at additional innovations to come.
Well, we’ve been watching, and judging by the spate of high‑profile industry awards that he’s won and been nominated for in that time, so too has the industry.
So, grab a seat and a bucket of popcorn, because, as we’re about to explain, the last two years have
seen Seelan put on a spectacular show.
Given its prime roundabout location at the gateway to the port of Dover, Seelan designed the site with a clear food-to-go focus, which, the last time we met him, included an innovative Fireaway Pizza concept to the side of the Budgens store.
The striking concept allows shoppers to personalise their freshly fired pizzas however they choose, with a pick of more than 50 toppings, including vegan and gluten-free options and even kids’ teddy-bear-shaped pizzas.
“We’re determined to be the number-one service station in this part of the world and we will get there. Just keep on watching this space.”
Kanagaratnam Rajaseelan
Shoppers can choose to take delicious, authentic pizzas away with them – or enjoy them on-site in the 20-seater restaurant.
“We were the first service station to launch a Fireaway Pizza concept, and it has created quite a stir. In fact, since then around 30 other service stations have done so,” Seelan says.
And there have been plenty more pioneering moves since then – with Seelan having unveiled Kent’s first ever Döner & Gyros franchise inside the Budgens store back in November 2024.
Situated on the left‑hand side of the shop floor, the new Döner & Gyros serve‑over counter features quality kebabs, platters, pockets, wraps, salads and rice bowls to go – offering shoppers even more food-to-go choice.
A new range of fresh curries made by the chefs at Seelan’s nearby Dover Marina Hotel & Spa, which recently joined Hilton’s ‘Tapestry Collection,’ has also been added to the mix.
And, as Your Budgens was going to press, Seelan was poised to whip up even more excitement with the opening of a brand-new Kaspa’s dessert bar to the side of the Döner & Gyros counter.
Featuring a wide range of sweet eats, including Italian gelato, waffles and shakes, the new dessert concept will see Budgens Whitfield cater to an even wider range of food-to-go missions.
And that’s not all – not by a long shot.
He’s also just putting the final touches to a revolutionary new plan that will transform the front of the store into a brand-new fresh bakery and breakfast zone.
“We’re hoping to unveil it by the end of April, and it will feature lots of fantastic fresh bakery products and breakfast solutions, including healthy options.
“Health is becoming an increasingly important concern for shoppers so it’s vital that we respond to that and help them make those healthy choices,” Seelan adds.
FACTFILE
Store name: Budgens Whitfield Service Station, Kent
Store size: 2,000sq ft
Owner and Director: Kanagaratnam
Rajaseelan (Seelan)
Staff: 40
Services: ATM, National Lottery, PayPoint, home delivery
Opening hours: 24 hours
Best-performing categories: Food to go, fresh and chilled, bakery
Winning ways
Budgens Whitfield Service Station was awarded the Best Forecourt Innovation prize at the Forecourt Trader Awards 2024.
The store was also a finalist in the Food to Go Retailer of the Year category at the Asian Trader Awards 2025.
“With this innovation, we’ll be covering every single food-to-go mission. Shoppers will have an outstanding selection of freshly baked goods in the morning, and a huge array of fresh hot lunch options in the afternoons and evenings, from pizzas to kebabs, curries, salads, desserts and more.”
The store’s hot drinks-to-go offer will also be given a stir as part of Seelan’s plan to make it “famous for tea”.
“So many service stations just focus on coffee these days. They might have a tea option, but it probably comes from the coffee machine and it’s not that great. I want to change all that. I want to specialise in tea. Shoppers visiting us will be able to enjoy a real cup of tea made properly by the kitchen staff at the serve-over counter.
We’ll bring in Jaf Tea, one of the finest teas in Sri Lanka, and masala tea, which is another big trend.”
The store is also working closely with Budgens to elevate its Meal for Tonight offer, including premium ready meals which will complement its existing range and Cook offer.
The months ahead will also see the store expand its range of local, Kentish products, adding to its already weighty basket of USPs.
“I’m really keen to strengthen the store’s local food offer too and am already working with a local vineyard to introduce more local wines, as well as Kentish cheeses and more local meats,” Seelan adds.
“We have media screens throughout the Budgens store and even outside the service station, and we’ll make sure that local products are promoted on those to really drive awareness.
“It will be good for our business and good for the local suppliers too, which is also very important to me,” he says.
Currently, the store is ringing in around £55,000 a week, with Seelan expecting that figure to rise by a further £30,000 this year, once his latest plans are complete.
“These plans will help us to capture an even larger slice of the massive food-to-go and evening-meal opportunity that exists here thanks to all the passing trade, but it will also cater even better to the many local people who rely on the store too,” Seelan adds.
“At the moment, about 65% of our trade is passing and 35% is local, but we’re expecting that local trade to grow in the coming years, as there is currently a huge amount of new housing being built in and around Dover.
“These new plans will ensure that we have an offer that truly caters to all, whatever their mission and whatever the time.”
Seelan is determined that Budgens Whitfield will be the number-one service station in Kent - and beyond.
“We will get there,” he says. “Just keep on watching this space…”
35% of households now buy plant-based drinks *
*Kantar: Penetration: 52wk 15/06/2025 vs 2023
COMING SOON TO Booker
*Circana all outlets, 52 w/e data to 4th Oct 2025.
Community spirit
Budgens retailer Amarjit Singh
Rakhra is a true community hero who’s making a delicious difference to local lives.
Freshly brewed coffee, warm crusty bread, hot and spicy samosas: at Budgens Pomeroy Street, a feast of appetising aromas swirl about the shop floor – but there’s one scent that cuts through them all: the sweet smell of community spirit.
Owned by entrepreneurial independent retailer Amarjit Singh Rakhra, the 2,800sq ft store has firmly established itself as a potent community hub – a fact which has seen it earn several high‑profile industry awards and nominations in the process – not that they were ever his goal.
For Amarjit, community support is not a tick-box exercise. He’s not doing it to look good, to win trophies, or even to drive footfall and sales –
“My Budgens RDM Abdul has been a great help from the very beginning, but especially during this process. He’s a real diamond who has done everything in his means to support us and I have so much appreciation and respect for him.”
Amarjit Singh Rakhra
although of course that does help.
He’s doing it because he genuinely cares about making a positive difference to local lives and the environment around him.
One of the best examples of Amarjit’s community commitment sits just above the shop floor, where he’s devoted approximately 1,000sq ft of prime retail space entirely to community use.
The bright and welcoming ‘Aroma Community Wellbeing Space’ includes smart seating, fast free Wi-Fi, plenty of plug sockets and accessible toilets for local people to make use of – all totally free of charge.
And they are making use of it – with the space regularly used by book groups, support groups, charities, work-from-homers and more.
It’s also being used by local health professionals to host classes such as yoga and meditation.
In fact, while Your Budgens was visiting, Amarjit received an email from the Climate Action Lewisham group who wanted to hire the space for their AGM – and of course he agreed.
One of its most beneficial uses, however, is as a clean, calm and comfortable space in which local students can study.
“I’m not making money from the community space – it’s purely about serving a community need that I know exists because I can and it’s the right thing to do.”
Amarjit Singh Rakhra
“Just yesterday when I went up there, I was delighted to see around 15 students aged between 18 and 25 all using the space to study,” he says.
“They were all very well behaved, all working away on their laptops in small groups or individually. They were all incredibly focused and when I introduced myself, they told me how appreciative they were of the space.
“Some students come from over a mile and a half away to use it, because it’s neat, clean and peaceful and not everyone has that at home.
“I’m not making money from the space; it’s purely about serving a community need that I know exists, because I can and it’s the right thing to do.”
Users of the space can also treat themselves to a delicious cup of fresh barista-made coffee from
the Budgens store’s Aroma café concept just downstairs.
Hot and cold drinks to go are complemented by a mouth-watering selection of home-made and locally made products, including samosas, pakoras, Turkish pizzas and more.
The store’s range of moreish home-made munchies were also on full display at the local primary school’s 150th birthday celebrations, which it supported with a fresh food stall – all proceeds from which were donated to charity.
“I’m also in regular contact with Kender Primary School’s headmaster who knows we are here to help. They might be looking to upgrade some of their kitchen equipment this year and we’ll see how we can support them in doing so,” he adds.
And Budgens Pomeroy Street’s supportive streak certainly doesn’t end there.
The store, which also got behind the grand re-opening of the local park, including a brand-new playground for local children, also takes part in bi-weekly litter picks to keep the grass looking green and lovely.
“I’m part of the community group that was set up to help look after the park after it re-opened. It’s such a fantastic community space and we have to nurture it so that it remains a safe and beautiful place for everyone to enjoy,” Amarjit says.
“A few members of our team always come to help on the litter pick too and they are always dressed smartly in their Budgens uniforms,” he adds.
“We also donate regularly to the local food bank, donate to Too Good To Go and we help to support a local under-eight football team,” he adds.
The store is also working hard to better support struggling shoppers with an expanded range of value products.
“Value for money is an increasingly important priority for a lot of shoppers, and we’ve had to
adapt our range to reflect that.”
Recent months have seen Amarjit re-merchandise the store, cutting back on some of its more premium-priced organic and world food products, in order to bring in more price-marked packs, more everyday-value grocery lines and a larger range of Jack’s products.
“We also run as many special offers as we can to really drive that key value message home,” he adds.
And it’s working, with local shoppers “responding well” to the store’s expanded value offer, which now includes a full range of Jack’s fresh and chilled products including ready meals.
“My Budgens RDM Abdul has been a great help from the very beginning, but especially during this process,” Amarjit says. “It was his idea to bring in more value-led products and it’s already having a positive impact on the business. He’s a real diamond who has done everything in his means to support us and I have so much appreciation and respect for him.”
Coming from someone who lives and breathes supporting others, that certainly means a lot.
FACTFILE
Store name: Budgens Pomeroy Street, Peckham, London
Retailer: Amarjit Singh Rakhra
Size: 2,800sq ft
Staff: 12
Opening hours: 7am–11pm
Services: PayPoint, parcel collection, National Lottery, workspace and printing
The greatest shows!
Booker’s Retail Trade Shows 2026 are promising to be the best yet, so don’t delay, register today.
“Booker’s Retail Trade Shows are an absolute must. They are such a fantastic opportunity to source new ideas, learn about new products and generally be inspired. It’s also been great to see the Scoot showcase. We are currently trialling Scoot in our store and have been blown away by the success in our first week alone.”
Goran Raven, Raven’s Budgens Abridge, Romford
The birds are singing, the grass is growing and, over at Sandown and Doncaster Racecourses, exciting innovation-packed stands are being brought to life – it can mean only one thing! Spring is here – and so too is ‘Show Season’!
That’s right, Booker’s Retail Trade Shows are back for 2026 and bringing with them the promise of fresh new concepts and fruitful innovations to help your business flourish this spring and beyond.
Taking place at Sandown Racecourse on Thursday 5 March and Doncaster Racecourse on Thursday 12 March, the Booker Retail Trade Shows 2026 are set to be the best yet!
Both shows will showcase Booker’s exceptional choice, price and service offer, allowing retailers to get up close and personal with all its latest initiatives and brand updates.
With the opportunity to generate more than £130,000 of sales a year, both shows will provide retailers with the perfect platform to learn more about Scoot – Booker’s very own fully flexible home delivery solution.
Want to know how you could make an estimated £34,000 of additional profit a year? Then head on over to the Scoot stand, located right near the entrance of both shows. With its bold pink and yellow livery, you won’t be able to miss it – and nor should you!
With cutting costs and driving profits remaining front of mind for 2026, visitors to both shows will also be able to learn some valuable lessons about how to Make More and Save More, thanks to Booker’s spectacular suite of money -saving solutions and Added Value Services.
And with shoppers increasingly looking to purchase own-label products in convenience stores, Booker’s Own Brand stand will be another must-see, as will the attention-grabbing New
Product Development stand, located just next door!
Want to sharpen your social media skills in 2026, hone your staff training and truly deliver on digital? Booker’s 2026 Retail Trade Shows will provide you with a host of help to do just that too.
Visitors to both shows will also be able to bag a wealth of Exclusive Trade Show‑only WOW deals.
And with well over 100 exhibitors from across the convenience spectrum, including Booker’s leading suppliers, retailers will also be treated to a showcase of cutting-edge NPD, along with fascinating insights into the trends set to shape their sales in 2026.
Forecourt retailers will also be able to enjoy a new Forecourt zone, specifically designed to help fuel their growth.
And of course, everyone will be able to soak up the smells of delicious live cookery demonstrations – with more than a few samples to enjoy on the side!
With hundreds of store owners, managers and staff members flocking to them, the Booker Retail Trade Shows will also provide the perfect platform for networking.
Entry is free, as is parking, so what are you waiting for? Register on the link below or scan the QR code. You won’t regret it!
BOOKER RETAIL TRADE SHOWS 2026
KT10 9AJ
Thursday 5 March 2026 DONCASTER RACECOURSE
DN2 6BB
Thursday 12 March 2026
Shows open 09.30hrs – 16.00hrs
TO REGISTER SCAN THE QR CODE OR VISIT
OUR BEST SHOWS YET, OFFERING YOU GREAT CHOICE, PRICE & SERVICE!
REGISTER FOR THE RETAIL TRADE SHOWS 2026 TO ENJOY ALL THIS!
l Exclusive Trade Show‑only deals.
l Latest initiatives & brand updates.
l Meet top suppliers and see their latest ranges and new products.
l New Forecourt zone.
l Cooking demos, sampling, free products and competitions.
l FREE entry and parking
pickings! Sweet
With a four‑month lead up, the Easter season provides a plentiful basket of opportunities to drive footfall, sales and engagement.
We all love a gift – and Easter really is the gift that keeps on giving and giving and giving – offering retailers the chance to add a spring to their sales and some bounce to their business from the end of December all the way to Easter Monday – which this year falls on 6 April.
Chocolate is, of course, the season’s biggest hitter – and this year, retailers look set to unwrap an especially tasty sales opportunity, thanks to a host of cracking new products, promotions and Group Exclusives that will help them to drive sales in-store as well as engagement online.
Rowntree’s Fruit Pastilles Large Egg
Case size: 4x198g
WSP: £12.39
RSP: £5
POR: 25.66%
CATEGORY MANAGEMENT
BOOKER’S CATEGORY MANAGER FOR CONFECTIONERY NICOLA CRANWELL SHARES HER TOP TIPS ON HOW RETAILERS CAN MAKE THE MOST OF THE EASTER OPPORTUNITY.
Everyone loves a great deal – and when that deal involves chocolate it can become truly irresistible.
The Easter season provides a delicious opportunity to showcase Booker’s exceptionally tasty range of fantastic deals and special offers, which this year include Mega Deals as well as a selection of Group Exclusive NPD.
Visibility is crucial – and to make the most of the opportunity, Booker’s Category Manager for Confectionery Nicola Cranwell urges retailers to make sure that deals stand out on shelf by making full use of seasonal POS and keeping displays well stocked and presented.
Self-eat and sharing products look set to lead the sales charge during the early part of the season, with steady increases of shell eggs coming through as we move through March.
“In the three week run up to the Easter weekend we see a spike in premium and gifting SKUs, so ensuring that you have the right offer out and displayed prominently is key,” she adds.
Remember, that regulations are now in place to restrict the location and promotion of products that are high in fat, salt or sugar (HFSS). Businesses with 50 or more employees are in the scope. If you operate multiple stores under one company or franchise, total employee count applies. If your business is in the scope, you cannot run volume promotions on HFSS products in-store or online. You also cannot display HFSS products within certain distances of checkouts, queueing areas, end of aisle units and entrances. For more information speak to your RDM and visit www.acs.org.uk/advice/hfssregulations
Top tips for a cracking Easter
l Prioritise value for cautious, price-sensitive shoppers.
l Leverage novelty and playful seasonal shapes.
l Maximise impulse with strong off-shelf execution and gifting adjacencies.
l Offer a range of different shell egg price points to meet a variety of shopper missions and drive sales in the run-up to the big day.
l Make full use of your Budgens POS.
Perfect partners
Easter 2026 also looks set to be a memorable one for big brand tie New products to shout about include the limited‑edition Oreo Crème Egg biscuit, which Mondelez hopes will maximise the Easter snacking occasion and carve out a niche space within biscuits.
The iconic Crème Egg has also made its way into the world of protein in the form of a limited-edition Crème Egg‑flavoured Grenade bar.
Offering shoppers a delicious union of creamy Cadbury chocolate and Biscoff spread, the new Cadbury Biscoff Filled Egg is already proving to be one of the season’s hottest new lines and eggcellent social media fodder, with posts about the cracking new Easter offering helping Budgens retailers to secure soaring likes, shares and shopper comments.
Following on from the successful launch of the Cadbury Dairy Milk Biscoff bar, the new filled egg features a creamy Cadbury chocolate shell, filled with Biscoff spread and crunchy biscuit pieces, and is available in singles and in a Group Exclusive five‑pack format for Budgens retailers!
And that’s far from the only Group Exclusive to get eggcited about.
Budgens shoppers can also snap up Group Exclusive five‑packs of indulgent Cadbury Caramel Eggs, which offer tasty PORs of 25%.
Other Group Exclusives guaranteed to give your shelves the edge this Easter include the Milkybar Mini Egg Giant Shell Egg and the Reese’s XL Hollow Shell Egg.
GOLDEN GIFTS
With more than 40% of shoppers intending to gift this Easter, the season presents a sizeable opportunity for retailers to secure sweet sales of gifting products.
Available while stocks last, the Grenade Soft Core Crème Egg Protein bar features a light and fluffy protein dough with a yolk‑coloured, Crème Egg‑flavoured filling.
And this year will prove no exception, with Budgens retailers able to offer shoppers a vast range of quality gifting products for great value prices, including 445g boxes of Cadbury Milk Tray for £9.99 – down from £15.99 – and Maltesers Truffles Gift Boxes for £6.99 – offering a POR of 38.23% on a case of six. Also perfect for sharing with friends and family are 500g Celebrations tubs for a promotional RSP of £7.50 and 185g packs of Celebrations Pop for just £4 – the latter of which offers a POR of 30.25% on a case of six.
SHELL-STOPPING!
Fans of the XL trend will also be able to ‘go large’ this Easter with a huge array of extra‑large shell eggs, including the aforementioned Reese’s XL Hollow Shell Egg and the Maltesers White XL Egg for £7.49, which offers retailers a POR of 20.3% on a case of six!
As ever, Budgens retailers also have access to a wide range of professional POS materials to help their displays dance and shelves sing.
This year’s promotional package includes bunting, header boards, shelf strips, cards and posters, all of which feature a cheerful “Happy Easter” message against a sky-blue backdrop.
DID YOU KNOW?
Easter remains a high-participation event: 58% of shoppers plan to celebrate, with 75% buying products they don’t usually purchase, and 40% intending to gift.
Source: IGD April 2025
Don’t forget
Easter cakes and bakes are also ideal products to stock at Easter! Don’t forget to keep this range topped up throughout the season so as not to miss out. Budgens retailers have access to a vast range of spring-themed sponge cakes from Mini Eggs Choc Cakes and Nest Cakes to Crème Egg Cakes and more. Shoppers with tarter tastes can also indulge in a range of Easter‑themed
Glorious Group Exclusives
*All prices correct at time of going to press.
Regulations are now in place to restrict the location and promotion of products that are high in fat, salt or sugar (HFSS). If your business is in the scope, you cannot run volume promotions on HFSS products in-store or online. You also cannot display HFSS products within certain distances of checkouts, queueing areas, aisle ends and entrances. For more information talk to your RDM or visit www.acs.org.uk/advice/hfss-regulations
NOW AVAILABLE
Tools of the trade
Available now, Booker’s new Social Media Training Guide is here to help you use social media like a pro.
From EPoS to AI, electronic shelf edge labels, digital headsets and more, retailers have access to a powerful array of tools to help them run their stores more efficiently, more profitably – and ultimately more successfully.
And when it comes to growing a store’s reach, boosting footfall and driving sales – social media is now one of the best tools around.
However, having the right tool for the job is only half the battle – the other half is using that tool correctly – and that’s especially true for social media.
Got a Facebook and/or Instagram page for your store – great! But are they set up correctly? Do you know how to schedule posts, create reels, access your insights and boost content?
If the answer to any of these is ‘no’, then you might not be making the most of the sizeable opportunity that social media presents.
However, never fear, because help is literally just a few clicks away.
GIVEAWAY GOLDEN RULES
Running a giveaway can be a great way of attracting new followers and rewarding loyal shoppers but there are some key golden rules to follow.
Giveaway Do’s
l Do follow Facebook’s guidelines. Read and follow Facebook’s promotion guidelines to ensure your giveaway is allowed.
l Do state the rules clearly: Include who can enter, how to enter, entry deadline, winner selection method, and any eligibility restrictions (e.g. age or location).
l Do disclose that Facebook is not involved. Include a disclaimer like: “This promotion is in no way sponsored, endorsed, administered by, or associated with Facebook.”
l If you’re promoting or giving away alcohol, always include drinkaware.co.uk/18+.
Giveaway Don’ts
l Don’t ask people to share or tag friends to enter; Facebook doesn’t allow it. You can suggest it naturally (‘like our page to check out our upcoming deals!’) but don’t make it a rule for competition entry. This can result in the suspension of your account.
l Don’t be unclear about the prize. Say exactly what the winner will get.
l Don’t skip the rules. Always include how to enter, who can enter, when it ends, and what the prize is.
GET THE GUIDE
Download a copy of the Social Media Training Guide via www.booker.co.uk/Home/Booker-Pages/social-media or ask your RDM.
Booker’s social media savants have created a brand-new Social Media Training Guide for their symbol group retailers –and it’s packed with handy hints and top tips to help retailers sharpen their skills and use social media like a pro.
Available to view or download now, the training guide has everything you need to support your social media activity; from simple step-by-step set-up instructions for newbies – to ready-to-use content and practical advice that’s sure to help ramp up engagement.
The Social Media Training Guide is split into three sections:
l How to set up Facebook and Instagram
l How to create and post content
l Insights, boosting and growing followers
In the How to set up Facebook and Instagram section, retailers can learn how to create a compelling online presence, with clear and simple advice on how to correctly set up a business page, write a bio, and choose profile and cover photos.
Once set up, the How to create and post content’ section provides a wealth of information on how to craft compelling content and posts that pack a punch.
LEARN THE LINGO
BOOSTING CONTENT Paying a small amount to show your posts to more people – especially those likely to be interested.
DM (DIRECT MESSAGE) A private message between you and another user.
ENGAGEMENT How people interact with your post –including likes, comments, shares, and saves.
FOLLOWERS People who have chosen to follow your account.
LIKE A quick way to show you enjoyed a post (usually a heart or thumbs-up).
REACH This shows how many unique people have seen your post. The higher your reach, the more visible your shop is to potential customers.
TAG Mentioning another account in your post using the “@” symbol (e.g. @yourshopname).
RULES OF ENGAGEMENT
Booker’s Social Media Training Guide is also packed with great advice on how to reply to shopper comments or requests.
Always try to respond quickly and reply to any comments with a friendly tone – using emojis if it fits your style.
Small actions make a big impact online so always ‘like’ positive comments on your posts and share posts from shoppers and/or partners. Tagging any local events and community groups where relevant also shows that you are engaged and helps to build followers.
Here are some great sample replies that you could use:
Replying to a comment or message about stock:
Do you have any Jack’s crisps in stock?
Replying to a compliment:
Your team is always so friendly!
“Yes, we’ve had some delivered this morning! Pop by anytime.”
Thank you so much! We really appreciate your support.
Handling a complaint politely:
I bought something yesterday and it wasn’t great.
Sorry to hear that! Please send us a DM and we can assist.
TOP TIPs
Don’t overthink it. Simple, real posts – shared consistently build trust and keep you visible. Over time, that helps grow a loyal following and brings more people through your doors.
Be positive! Always keep your tone upbeat and friendly. Avoid posting anything negative or political –focus on your shop, your products, and your shoppers.
Post at least three to four times a week to keep your business top of mind with shoppers.
Don’t buy followers. Fake followers don’t engage with your posts, meaning they won’t like, comment, or shop with you. This lowers your engagement rate and makes your content less visible to real customers.
Retailers can also learn about the different posting styles and ways of sharing content, including Live Posts, Scheduled Posts and Reels – and how to create each of them.
There’s also bags of great advice on how often to post, along with examples from other stores.
Struggling to come up with content ideas? The Guide has you covered here too, with a number of ‘easy content ideas’ including staff showcasing their favourite products, shopper shoutouts, new products and special offers.
There’s also a great opportunity to create fun and engaging posts with ‘sneak peek’ or ‘behind the scenes’ content, such as a delivery being unloaded or an exciting new display in the making.
In the Insights, boosting and growing followers section, retailers can find out how to harness the power of insights to glean a better understanding of how their posts are performing, what works, what doesn’t and how to improve – all of which will help them to better connect with their shoppers.
Retailers can also learn how to boost their posts in both Facebook and Instagram – helping them to gain new followers and increase sales.
Worried about making a hash of hashtags? No problem. Booker’s Social Media Training Guide also irons out any confusion with straightforward advice on what hashtags are, how they work and how to deploy them correctly, helping retailers to better engage with their local communities.
It also includes a bank of useful hashtags for retailers to copy and paste into their posts.
The Guide itself is also supported by even more fantastic resources available to Booker retailers via booker.co.uk/mybooker, including three step-by-step training videos.
Retailers can also make use of free-to-use, seasonal and trending content, including pre-written captions, that they can use in their posts to drive engagement and maximise seasonal opportunities.
So there you have it, the tools and the knowhow – it’s time to get to work!
Nicola is still fairly new to Booker, having joined the team in September 2025. As Category Manager for Confectionery, her primary focus is to develop and manage a strong range that delivers value for both the business and its customers. With Easter fast approaching, now is an exceptionally busy time of year for Nicola, as she and the team strive to ensure that they have all the right SKUs in place to secure a strong finish to the season – and help retailers make the most of the sweet opportunity.
Say hello to... Nicola Cranwell
In this issue we say hello to Booker Category Manager for Confectionery Nicola Cranwell.
PLEASE TELL US A LITTLE BIT ABOUT YOURSELF.
Hi, I’m Nicola and my career started at Tesco, where I held a number of buying roles across categories including fresh fruit and medicines. Over the last 10 years, I’ve worked on the supply side as a Senior National Account Manager, including working for Haribo and Ferrero as well as for an own-label paper manufacturer.
HOW LONG HAVE YOU WORKED FOR BOOKER AND HOW HAS YOUR ROLE CHANGED OVER TIME?
I’m fairly new to Booker, having joined in September 2025. From my experience in the industry, I’ve seen the clear shift in the way customers are choosing to shop. The growing importance of omnichannel experiences, alongside health and environmental trends, means the buying role has had to continue to evolve and adapt.
TELL US ABOUT YOUR ROLE NOW –WHAT IS THE MAIN FUNCTION?
As a Category Manager for Confectionery, my primary focus is to develop and manage a strong, customer-focused range that delivers value for both the business and our customers.
WHAT
ARE YOUR KEY RESPONSIBILITIES?
My key responsibilities are making sure we have the right range, at the right time, in the
right place and at the right price. That means balancing commercial decisions that work for Booker, while also meeting the needs of our customers and, ultimately, the consumer.
WHAT DO YOU LOVE MOST ABOUT YOUR ROLE?
I returned to buying because I missed the pace and energy of the role. No two days are ever the same, which keeps it exciting. I also really enjoy building strong, collaborative relationships with our suppliers and seeing great conversations turn into action.
WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?
A typical day involves reviewing commercial performance, checking on supply service levels, and meetings with colleagues. I also spend time on seasonal planning, promotional activity and range reviews alongside the day-to-day admin that supports all of this. Every day involves dialogue with our suppliers, whether that’s face to face or virtually.
HOW IMPORTANT IS THE IMPULSE CATEGORY TO CONVENIENCE RETAILERS?
The impulse category, in my view, is one of the key categories to drive trade and increase basket spend. When you have the offer right and it’s in the right place, it drives true incremental spend as it’s often an unplanned purchase.
HOW CLOSELY DO YOU WORK WITH SUPPLIERS?
I work in close partnership with our suppliers every day, whether it’s reviewing category insight, planning competitive deals or agreeing the most effective execution to support new product launches. With our larger suppliers we have longer-term, joined-up growth plans in place, which we review frequently and work on together.
HOW ABOUT RETAILERS?
I focus on understanding retailers’ needs and challenges, ensuring ranges and promotions are relevant. I get a lot of feedback through our operational and supply support teams, so this, combined with getting out into stores myself, helps support decision-making.
TELL ME ABOUT THE IMPACT THAT SEASONALITY HAS ON YOUR ROLE AND ON THE CATEGORY GENERALLY?
Seasonal planning is a year-round process, with different stages always in progress – from reviewing and building the ranges, deciding volumes, planning promotions, and managing delivery to the sell-through. A lot of time is taken outside of the all-year-round range to plan the seasonal offer and to ensure we have the right SKUs in place to finish the season strongly, whilst equally avoiding excess stock.
WHAT SHOULD RETAILERS BE DOING NOW TO MAKE THE MOST OF THE EASTER OPPORTUNITY?
To make the most of the Easter opportunity, retailers should focus on showcasing our fantastic deals. We have some great Mega Deals this season as well as a selection of Group Exclusive NPD, so making sure these are available and visible will help maximise sales. In the early part of the season we see strong sales in the self-eat and sharing ranges, with steady increases of shell eggs coming through. As we move through the season, and in the three-week run-up to Easter weekend, we see a spike in premium and gifting SKUs, so ensuring you have the right offer out
and displayed prominently is key.
Remember, that regulations are now in place to restrict the location and promotion of HFSS products. If your business is in the scope, you cannot run volume promotions on HFSS products in-store or online. You also cannot display HFSS products within certain distances of checkouts, queueing areas, end of aisle units and entrances. For more information or to check if you are in the scope, visit https://www.acs.org.uk/ advice/hfss-regulations
WHAT ELSE ARE YOU WORKING ON AT THE MOMENT?
Whilst we update our ranges with NPD frequently throughout the year, we will soon be starting to look at a larger range review from a broader confectionery perspective. I am already in the process of reviewing the Christmas 2025 performance and Christmas NPD for 2026 to make the decisions on how that range will look for later in the year.
WHAT INTERESTING IMPULSE TRENDS SHOULD CONVENIENCE RETAILERS BE AWARE OF IN 2026?
I would continue to expect to see a shift towards reduced sugar, sugar-free, as well as growing demand for vegan products. There is also increasing consideration around pack sizes, driven by health and lifestyle factors including changing appetites. At the same time, shoppers still want enjoyable treats, with a focus on snacking that feels more balanced and guilt-free.
WHAT MORE COULD CONVENIENCE RETAILERS DO TO BOOST SALES IN THE IMPULSE CATEGORY GENERALLY THIS YEAR?
Keep bestselling classics well stocked, whilst ensuring positioning is near high‑footfall areas. Ensure your ranges accommodate both on-the-go purchases and take-home pack sizes. NPD and novelty have a big role in driving impulse purchases as they help to keep the category interesting, alongside being mindful of continuing health-led trends.
Engines of change
We take a look back at some of the Race & Ethnicity Network’s highlights from 2025 and find out what’s in store for 2026.
Race & Ethnicity at Booker Network – key aims:
l Celebrate diversity
l Ensure equity and inclusion for all
l Educate and raise cultural awareness
l Help shape an inclusive future at Booker
TERRIFIC TRIO
Three dedicated committees work together to achieve the Race & Ethnicity at Booker Network’s key aims.
l A Colleague Feedback & Insight Committee organises listening sessions which seek to identify new trends and any additional needs, along with common barriers.
l A Talent & Development Committee helps to promote internal and external opportunities for diverse talent and to celebrate success stories.
l A dedicated Events and Comms Committee plans, coordinates and promotes numerous events throughout the year – as well as providing updates to the wider network.
FOUR COLLEAGUE NETWORKS
l Race & Ethnicity at Booker
l Women at Booker
l Disability at Booker
l LGBTQ+ at Booker
Treating people how they want to be treated is a core Booker value, and one which its four thriving colleague networks strive day in and day out to maintain as they seek to ensure that at Booker everyone is welcome.
Over the last 12 months we’ve been taking a closer look at these four powerhouse networks and the different ways in which they seek to help colleagues from all walks of life be seen, speak up, learn and feel supported.
After what can only be described as an exceptionally eventful year, it’s time to take a second look at the Race & Ethnicity at Booker Network, which continues to master its mission of shaping a more inclusive future at Booker.
The network has delivered and supported a calendar of meaningful events and celebrations since we last profiled it in the summer of 2025, including a powerful and thought-provoking event to mark Black History Month in October.
The highly engaging event was open to all and featured the headline theme ‘Standing Firm in Power & Pride’.
Held at the Legacy Centre of Excellence in Birmingham, it brought together more than 110 colleagues from across the business – providing an inspiring opportunity to learn about and celebrate Black culture and contributions.
The programme featured a dynamic agenda anchored by two thought‑provoking panel discussions. The first, “Are businesses standing firm in the face of DEI backlash?”, explored how organisations can remain committed to diversity, equity and inclusion in increasingly challenging environments. Panellists shared honest perspectives on navigating resistance while continuing to champion inclusive values.
“I had the pleasure of attending the Black History Month event organised by the Race & Ethnicity Colleague Network for the second time and the progress you’ve made is absolutely impressive. I’d like to congratulate the whole Network for your hard work – you made us feel welcomed, included and engaged! The guest speakers were brilliant, and it was truly inspiring to hear the stories they shared with us.”
Ewelina Franc
The second panel, “Embodying strength, pride, and resilience in every environment”, encouraged personal reflection, amplifying lived experiences and voices that shape how individuals show up with confidence, authenticity and pride within professional spaces.
Attendees were also privileged to hear from The Forgotten Generations, whose moving speeches highlighted the importance of preserving history and recognising the invaluable contributions of African and Caribbean communities to the military. Their stories served as a powerful reminder of the legacies that continue to influence our present and shape our future.
A second event later in October also helped to raise awareness and understanding of the genetic blood disorder known as sickle cell disease.
The Race & Ethnicity at Booker Network also proudly partnered Region 7’s Diwali event in November in south-west London, as well as helping to support an array of others held across the business.
And there will certainly be no let-up in 2026, with yet another packed schedule of events and engagement opportunities to come – kicked off by a virtual panel discussion in celebration of Ramadan on 24 February.
Further virtual events are planned to celebrate Easter in April, along with an event to support South Asian Heritage Month, which runs annually from 18 July to 17 August and celebrates the rich cultures, histories and contributions of South Asian communities.
A virtual call in celebration of the Jewish New Year, Rosh Hashanah, will also take place on 9 September, followed by an in-person event and virtual call to mark Black History Month 2026 in October.
An in-person celebration for Diwali will round off events in November 2026.
The year ahead will also see the Race & Ethnicity at Booker Network strive to make good on a series of specific new goals designed to strengthen its influence and impact across the business.
Chief among these is an aim to better engage its Band 1 and 2 colleagues by expanding its reach to branches, support and distribution centres, with the launch of new listening sessions, joint festival and cultural awareness events, and testimonials to ensure that everyone is – and truly feels –‘Welcome at Booker’.
The network also plans to relaunch its communication channels, including its Teams channel and network email, as well as assessing its colleague portal in a bid to help increase awareness and drive active engagement.
Growing membership and allyship will also remain front of mind as the network seeks to continue driving “meaningful change” within Booker’s Diversity, Equity and Inclusion space.
Supporting local charities and better serving the communities that the network represents will also remain key areas of focus for 2026.
Helping it to hit these goals is a strengthened network structure, which now includes a SteerCo Chair and a Co-Chair.
Together they support the network’s three dedicated committees and their passionate leads – all of whom remain steadfast in their mission to create safe spaces, meaningful dialogues and real progress for everyone at Booker.
“The event was so positive and made me reflect on many situations we encounter daily, both in work and in personal life. It was empowering to be yourself and to feel confident in your interactions with others, with the belief that you can do it – no matter your skin colour or race.”
Mariana Diaconescu
Voicing the
rate debate
The ACS believes that there is still time for retailers to have their voices heard on business rates – and will be calling on the Chancellor to put things right, before rising rates bills bite in April.
If your bills are set to increase significantly this year, contact both the Chancellor and your local MP to let them know what the impact is going to be, new ACS Chief Executive Ed Woodall says.
The debate on business rates has intensified since the new year, with the Government confirming additional business rates support to pubs and music venues over the next three years, in recognition that the package of measures that the Chancellor announced in the Budget did not go far enough.
We’ve been clear from the outset that any additional support should have been extended to all local shops and other retail, hospitality and leisure businesses.
Although the November 2025 Budget introduced permanently lower multipliers for retail, hospitality and leisure businesses alongside extended transitional relief, these measures fall short of addressing the impact of change in rates bills. As we have outlined in correspondence to Treasury Ministers and in recent debates in Parliament, the combination of the 2026 revaluation and the withdrawal of temporary reliefs mean many independent shops will still see increases in their bills worth several thousand pounds even with transitional relief. Transitional relief smooths the impact of rates rises, but it does not change the destination.
The complexity of the business rates system in England right now tells you all you need to know about how fundamentally unfit for purpose it has become. Working out what your rates bills are going to be in 2026 is a Herculean task, needing to account for so many variables, different multipliers, removals of discounts and transitional arrangements that anyone would be forgiven for being confused. This is not a
new phenomenon either, as successive Governments have grappled with the idea of real reform but none have managed to put any meaningful change in place.
We believe there is still an opportunity for retailers to have their voice heard before rising rates bills bite in April, so will be calling on the Chancellor to put things right, potentially in the Spring Statement, and show that this Government values the local shops that employ almost half a million people and generate almost £50bn in revenue annually.
If your bills are set to increase significantly this year, contact both the Chancellor and your local MP to let them know what the impact is going to be. Retailers tell us that rising rates bills have a direct impact on employment opportunities, investment potential, and the range of services that are available for customers.
Our sector has spent years providing services, often cost neutrally and sometimes at a loss, because it supports the local community, but if bills are going to keep going up, something is going to have to give.
Beyond the set pieces from the despatch box, the Treasury has committed to another new cross-government review of the high street. If this sounds familiar it’s because it is, we’ve been down this road before many times, but we will make sure we’re part of those discussions, pushing for meaningful support for convenience stores in the future.
