In This Issue
Glee opens in the morning…and there’s so much to see
Briers invests for growth this Glee
Johnsons Lawn Seed introduces tomorrow’s lawn seed, today
A new approach to aggregates designed to build value and volume in the category
Meet world freestyle pizza champion at Glee
Garland/Worth Gardening launch of over 100 new products
Pot Pal launches first products, the 'Clasico' and ‘Preciosa’
Skinner’s Pet Food exhibiting at Glee
Weber returns to Glee to exhibit full range
Westland launches turn towards natural solutions
Peckish take a natural approach this autumn
Wyevale Nurseries to attend Glee 2016
Patterned pots deliver prize-winning results
Charles Bentley expands portfolio with dropship service
WJ Group set to showcase anti-slip decking product
New gravel, birdhouses and fire pit planned for Glee
Green Heart proves to be a popular feature
DJ Turfcare brings organics to Glee
Make more from Raw - Natures Menu to Showcase Premium Pet Food for Cats and Dogs
Bord na Móna GroWise Fertiliser range launched
See the premium range of barbecues from Cadac
Creative Products have evolved
Garden Connect offers unique service
Meadow View Stone – Growth through Ideas and Inspiration
Exciting new House Plant products from PlantWorks Empathy
WAGNER to showcase new electric Fence & Decking Sprayer
Exciting times for family-run AFK Marketing
From kitchen to restaurant and beyond...Whitco Catering & Bakery Equipment have the complete solution
Award-winning Brundle Gardener prepares for biggest Glee exhibition yet
New Bathgate Horticulture Product Range
New: Premium BBQ Briquettes & Premium Starter by Die Kohle-Manufaktur now available in the UK
Breakthrough in safe and effective moss and algae control
EAZYBBQ is totally green using only recycled and eco-friendly materials
Introducing Pedigree Garden the new generation of tools from Bulldog that are a breed apart
Gardman's growth strategy includes renewed focus on top sellers as well as new brands
STAEDTLER benefits from global partnership with world-famous artist
Excitement builds on the Protek stand
New Spear & Jackson Razorsharp Convertible Ratchet Anvil Secateurs
Visit STV at Glee
Fun and funky pieces from Think Outside
TRAMONTINA CHURRASCO - The original from Brazil.
All the industry news, as it happens
Glee Daily News brings you all the latest Glee news - previews, live issues from the show and an omnibus edition
 
The team from GTN are proud once again to be the official media partners for Glee producing the Glee Planner, the Glee Show Catalogue and the Glee Daily News...
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A new approach to aggregates designed to build value and volume in the category


The review undertaken by the team from Kelkay this year revealed some interesting insights into the selling and merchandising of decorative aggregates, not least the difficulty some consumers encounter in choosing the right product for their use. The research also demonstrated how many less experienced consumers percieve the category to be functional, messy, heavy, constructional, uninspiring and difficult.

So the new segmentation of the category will really help garden centres to merchandise and sell this category more effectively and extend the transaction to other related categories like weed fabrics, containers, edging and even plants. That’s the basis on which Kelkay approached the new branding, new packaging and new merchandising for their aggregates business which is launched at GLEE this week.

Simple colour coding of the newly deisgned bags make it easy to select the right type of product, and the critical information is now illustrated with simple icons. The new segments help consumers to select the right product for the job – from delicate slates (all clolour coded in teal)  for  mulching a rock garden, to robust chippings (colour coded blue) for a driveway. The extra clarity of the packs has been achieved with a new laminate material and the removal of most of the words on the bag has allowed the design to accommodate large windows to make more of the product visible. The recommeded depth and coverage for the product is included as well as highlighting products suitable for aquatic use and even the poor retailer has not been overlooked – awkward handling at  the checkout is acknowledges so bar codes appear on both the front and side.

Richard Pyrah, Sales Director said “We’ve used the same basic design and branding for our aggregates for more than 10 years. It’s served us well and our customers told us we were the best in the business. But, it’s never acceptable to stand still and we could see more opportunity through the research we’ve done in the past year or so. I’m very excited to be launching the new inspirational  look for the brand and seeing it implemented in store. We’re confident it will drive customer engagement and grow the category.”

All the new developments are on show at Kelkay’s stand at GLEE, NEC Birmingham (Hall 19 B10 – C21) 12 – 14 September 2016

To find out more about Kelkay’s range of decorative aggregates and their other successful garden landscaping brands, go to www.kelkay.com or e-mail the general enquiries office on salesenquiries@kelkay.co.uk or call to speak to us on 01405 869333.

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