Kelkay are category leaders in decorative aggregates and its clear they’re not afraid to lead from the front when it comes to keeping the category fresh and contemporary. For 2020, they have radically moved their aggregate brand towards a much softer and tactile feel, giving it an air of authenticity and practicality that will appeal to a pragmatic consumer.
The full suite of merchandising and point of sale equipment has been updated to compliment the new packaging style with a very friendly and approachable graphic design that is designed to instil confidence in shoppers. The graphic style and images are designed to clearly communicate that this is a category that’s easy to shop and you don’t need a great deal of expertise or design flair to get impressive results.
The extensive range includes:
- 25 colour options and sizes in standard and premium chippings
- 8 styles of decorative pebbles
- 7 varieties of slate
- 6 types of cobbles
- 5 promotional multi buy lines
- 2 types of grit
- 4 smaller project handy packs
- Over 30 styles of rockery stones and feature cobbles
Completely new for 2020 is a range of sheer, polished feature pebbles, perfect for dressing around garden features and packed in Kelkay’s new compostable film bags which are designed to help overcome the problem of single use plastic packaging.
Additionally, and consistent with their sustainability ambitions, Kelkay have also moved the rest of their range of aggregate packaging to a new film which contains 30% recycled content.
Sarah Winn, AMES UK Marketing Dierctor, explained their strategy: “Aggregates represent an important and core category for us. We are committed to driving the category forward, supporting our garden centre customers and responding to consumer trends.
"The new POS, graphics and sustainable packaging initiatives all respond to changing consumer drivers and ensure our retail partners are well postioned to meet their needs”
The full range will be on show on the Kelkay stand in hall 6 – part of the AMES UK group of companies exhibiting at Glee 2019.
sales@kelkay.co.uk
www.kelkay.co.uk
Tel. 01405 869333
