Speaking exclusively to ProWholesaler, Williams said sales had recovered very quickly after supplies of seven products were restored following a salmonella scare at one of its factories. He said August's year-on-year figures had been helped by poor weather this year compared with the same month last year, and restocking by retailers of the products which had been withdrawn, but he added: "There is clear evidence that sales have stormed back in September.

"We have done a number of things to reignite the category. One of the major things has been price-marked packs - Crunchie, Double Decker and Dairy Milk for 35p ­ - an independent exclusive promotion that we have really driven into the market place."

Williams said the company was confidently looking forward to Christmas and had a number of deals and exclusive pack sizes for independents which would enable them to differentiate their offer from the major multiples.

Williams said that one of the challenges for the cash and carry sector was to make the confectionery fixture easier to shop. He said: "Sometimes shoppers are confronted by a wall of confusion. We are encouraging cash and carries to trim their ranges so the products retailers really need stand out."

During the autumn the company will also be putting a new emphasis behind its hot chocolate. Williams said this offered a lot of potential for cash and carries with "extra free" packs for their catering customers and price-marked packs for retailers.

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