Danone Nutricia Early Life Nutrition, manufacturer of Aptamil and Cow & Gate, has conducted a 12-week trial with Weldricks Pharmacy, Doncaster, to turn the baby category into a growth category and make community pharmacy a “destination for mums for expert advice on infant feeding and specialist nutrition”.

Danone provided pharmacists and their teams at five branches of Weldricks Pharmacy with CPD and face-to-face training on infant nutrition, a bespoke baby milks planogram and POS materials. Overall, baby sales increased by 65 per cent in trial stores compared to just seven per cent in control stores, while baby milk sales increased by 79 per cent in trial stores and saw no increase in control stores. Other baby product sales, including medicines and toiletries, also increased significantly in the trial stores despite no change to the range or training. If these results were replicated in 50 per cent of independent and regional multiples in the UK, it would produce a sales increase of £10.7 million for community pharmacies.

Richard Wells, superintendent pharmacist at Weldricks, commented: “Our staff are much more confident engaging with customers about the baby category since they have been trained regarding infant nutrition and common feeding problems.”

Originally Published by Training Matters

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