Canderel brand owner picks Aldata solution to maximise category performance


Canderel: benefiting from new Range Manager solution

Canderel: benefiting from new Range Manager solution

Merisant, a leading manufacturer of sweetener products such as Pure ViaTM, Canderel and Equal, has selected Aldata’s Range Manager solution to help its retailer partners maximise category performance.

Merisant manufactures and sells low calorie sweetener brands in more than 90 countries and recently announced the launch of Pure Via, a new sweetener devised from stevia, a natural source.

With Aldata Range Manager, Merisant said it can now gain deeper insights into the sales of individual product lines and calculate the optimum mix to increase overall category performance. Merisant is also taking advantage of Aldata’s data management service, which takes the disparate data sources required for category analysis and delivers a clean and accurate data set.

“This investment is crucial in enabling us to further enhance our ability to offer a complete category solution for our customers, many of whom rely on our brand-leading expertise to review their range and space allocations within the sweetener market,” said Richard Maree, business unit director at Merisant UK.

“We have been using Aldata’s solutions for developing planograms since 2010 and now, by adding Aldata’s Range Manager, we will be able to move rapidly from strategic range decisions to space allocation on the shelf.”

As Merisant introduces new product lines across UK shelves, the company will now be able to show how these would fit into the current product portfolios and how they could grow the existing category for their retailer partners, said Aldata.

Matt Robinson, market development for category optimisation at Aldata, said: “This is an interesting time as significant product innovation looks set to reinvigorate the sweetener category across the UK. We are pleased to be able to extend our partnership with Merisant to help them continue to be a trusted advisor to their retailer partners and leverage the opportunities that exist in the sweetener category across the UK.”