Corn Flakes are being delivered door to door with the daily pint of milk
in a trial distribution scheme being run by Northern Foods, along with
FMCG companies such as Kellogg and Lever Bros.
Northern’s dairy division, Dale Farm, is offering Lever products
including Persil washing powder, Jif and Comfort to over 50,000 homes in
the Midlands, as well as its traditional dairy products. In Cheshire,
the company is supplying Kellogg’s cereal products via milk floats.
Unlike regular dairy products sold from floats, which are more
expensive, the Lever and Kellogg brands are sold at supermarket prices.
Cheaper supermarket milk prices has seen milk deliveries drop from 85%
of households to 40%.
‘The milk round is the original purveyor of home shopping,’ said Dale
Farm project manager doorstep deliveries, Richard Monk. ‘We have a
strong customer base, particularly in the north, and feel we can
increase loyalty if we add other branded products to the orders.’
The tests, which are likely to be extended to Northern’s southern dairy
division, Express Dairies, co-incide with a desire by manufacturers to
test alternative routes of distribution to minimise their reliance on
Retailers are also dabbling in home-delivery tests, with Tesco offering
residents of Ealing its full range of goods via an Internet site, and
Sainsbury’s backing the Flanagan home shopping service.
Sainsbury’s revealed this week it is to launch Fragrances Direct, a
service in which consumers can order doorstep delivery of fragrances at
up to a 35% discount.