Kingsmill has partnered with cheese brand Cathedral City in a bid to help independent retailers boost customer spend, especially at lunchtimes.

The link-up will see both grocery brands introduce a range of in-store cross-merchandising tools, some as shelf barkers, posters and wobblers for the bread aisle and chillers. There are also Off Fixture Display Units available for larger stores.

According to Kingsmill, 7% of workers do not take a lunch break, and those who do take only 29 minutes on average. It is using these statistics, and the demand for quick and easy-to-prepare lunches as a driving force for the campaign.

It will be promoting products such as its wraps, with Cathedral City grated cheddar as a lunchtime option.

Julia Perry, trade marketing manager at Kingsmill’s parent company Allied Bakeries, said: “In order to capitalise on this growing trend of time-poor shoppers and meal mission-seekers, retailers need to consider cross-merchandising.

“This partnership is hoped to help retailers drive sales across both the bakery and chilled categories and to ultimately help independent retailers increase basket spend.”