October 10, 2025
Convenience stores are a unique environment – fast-moving, mission-driven and packed with opportunities to capture shoppers in the moment. For us, the channel represents not only a critical driver of growth but also a launchpad for innovation, merchandising strategies and shopper engagement.
To drive success in this channel, we work closely with retailers to apply key shopper insights and elevate the overall shopping experience. By inspiring impulse purchases and improving efficiency across categories, we ensure our strategies deliver results. From strategic promotions to bold innovations, our goal is clear: when we help retailers win with shoppers, we win too.
Driving Value Through Promotional Strategies
Our teams know the right promotional strategies are crucial to growing the confectionery category in convenience. Two approaches stand out:
- Everyday Multiple (EDM): Encourages multi-unit purchases and rewards loyal shoppers by delivering consistent value. EDM promotions, especially on King and Standard pack types, boost unit conversion year-round. Clear signage with shelf strips, blades, and danglers ensures shoppers don’t miss the deal.
- Hi-Lo Promotions: These offers generate strong incremental sales and attract non-loyal shoppers. By running promotions for four to six weeks and aligning them with peak sales periods, we can help retailers drive meaningful lifts while keeping baskets fresh and engaging.
Secondary displays and compelling signage bring these strategies to life in-store, giving shoppers more reasons to act in the moment.
Innovation: Fueling Growth and Trial
While innovation makes up only about six percent of convenience sales, it plays an outsized role in driving incremental growth. The channel is uniquely positioned for trial; shoppers often purchase 1.5 units per trip, with immediate consumption representing over two-thirds of sales. In many cases, C-stores are where many consumers first discover new products.
This year, we are delivering standout launches and building momentum with Jolly Rancher Freeze Dried and Shaq-A-Licious XL Gummies’ new sneaker shapes. As the top-selling brand in convenience, ¸é±ð±ð²õ±ð’s is leading the instant consumables innovation this year with ¸é±ð±ð²õ±ð’s OREO® Cup, which is set to be one of the most exciting launches of 2025. Beyond that, Jolly Rancher Ropes Tropical Flavor is on the horizon for 2026, giving us another opportunity to drive excitement and trial in the channel.
Acquisitions also strengthen our impact. Sour Strips, for example, brings a bold personality, loyal fan base, and strong resonance with younger consumers. Expanding its footprint across convenience locations will be a focus moving forward. Together with brands like Jolly Rancher and Shaq-A-Licious XL Gummies, Sour Strips is helping us accelerate growth in the sweets category – an area that continues to show strong momentum in the convenience channel.
Building Bigger Baskets
With trips declining in the channel, maximizing basket size has become increasingly important. Recent data from shows that convenience store demand is under pressure, with shoppers making fewer visits and purchasing fewer items per trip due to factors like higher fuel costs, inflation, and changing routines such as more people working from home. Bundling food and beverages provides an effective solution, as Circana reports that 9 out of 10 shoppers purchase an additional item with their foodservice selection – and candy is one of the most common add-ons.
Through compelling promotions, impactful imagery, clear signage, and strategic merchandising, we’re helping retailers create bundle solutions that not only deliver value but also encourage shoppers to try new items.
Optimizing Space: In-Store and Digital
Another way we support our C-store partners is through effective space management. Aligning shelf sets to reflect consumer behavior ensures top-performing items are prioritized.
- In-store: We recommend organizing aisle flow based on shopper insights – grouping products by usage occasion and type. Vertical merchandising further enhances visibility and drives conversion.
- Digital: With limited impulse opportunities online, prioritizing bestsellers and innovation in search results ensures shoppers can easily discover and purchase category drivers.
Expanding Salty Snacks
Our growth extends beyond confection. In salty snacks, we continue to lead with strong performance across pretzels, popcorn and cheese puffs. Dot’s Homestyle Pretzels remains the No. 1 pretzel franchise in convenience, while SkinnyPop ranks No. 2 in branded popcorn. Year to date, ÉîÒ¹¸£ÀûÉç Salty Snacks are up more than 9.5 percent in the channel, outpacing overall salty category growth.
Our salty portfolio complements our core confection business, creating even more reasons for shoppers to stop, shop, and spend.
Partnering for What’s Next
As we look ahead, our role is clear: keep building strong partnerships, stay insight-driven, and continue finding new ways to create value for shoppers. Whether through promotions, innovation, space optimization or portfolio expansion, our work across convenience makes a real impact.
The channel is dynamic, but one thing doesn’t change – when we help retailers succeed, we strengthen ÉîÒ¹¸£ÀûÉç and open new doors for growth.
We’re excited to share these strategies with industry leaders at the upcoming in Chicago, Oct. 15-17, 2025. In the meantime, explore our Retail Expertise page and our to see how we’re helping retailers win every day.