[ PRICE-MARKED PACKS ] Susan Nash, trade communications manager at Mondeléz International, believes it is “critical every customer notices a PMP or promotional material”, with 68% of shoppers claiming that they don’t see confectionery while in store (Kraft Foods). Nash advises cash & carries to relay the importance of using PoS displays in high traffic areas to maximise impulse purchasing, while also using EPoS data to measure the success of PMPs to avoid overloading categories.
Visual refresh Price crunch Swizzels has overhauled its core range of £1 PMPs and Loadsa Bags by introducing a new packaging design. Building on the success of its Squashies range, which has grown by 59% year on year – more than any other sweets brand (Nielsen) – the packs feature the new Swizzels branding and are part of a “high impact and modernised” look for 2015. This follows the announcement that a Drumstick Bubblegum Lolly variant will be added to Swizzels’ ‘Flashback to 10p’ selection. Available in February, the bubblegum variant displays a 10p price point and aims to tap into the gums & jellies category, which accounts for 44% of total kids’ sugar confectionery sales (Nielsen). Sarah-Louise Heslop, marketing manager at Swizzels, says: “As a single coin purchase, the 10p range is perfect for all consumers as a low-cost treat or pocket money essential.” Similarly, Tangerine Confectionery has extended its Candyland range by releasing a mini bon bon product, pricemarked at £1. Available from February, Candyland Refreshers Fizz Balls packs contain four flavours – Lemon, Lime, Orange and Raspberry – and replicate the original Refreshers artwork, with classic branding and coloured swirls.
Bahlsen, which is growing by 23% year on year in the UK, has announced plans to expand its Pick Up!, Choco Leibniz and Hit portfolio with a series of strategic product innovations and promotions over the next 12 months. To help boost its 0.5% market share in the £2.7 million UK biscuit market, Bahlsen has introduced a new Hit Chocolate 135g pack, price-marked at 69p. In keeping with its commitment to offer premium skus at an affordable price point, 220g bars of Hit Chocolate and Hit Vanilla now display a £1 price mark and are also available in cases of 12. Bahlsen trade marketing manager Julien Lacrampe comments: “Bahlsen has worked to rationalise the range, filtering out slower moving skus and replacing them with new products with simplified pricing and significantly higher sales potential for depots and retailers alike.” This corresponds with the addition of a new white chocolate variant (£1.29 rsp) to the Choco Leibniz range, with snack-pack boxes of four and a counter-top display unit set for release in February. Bahlsen’s revamped brands, which are also available in plain packs, will be supported by a significant marketing investment throughout 2015, as well as engaging PoS material to help create an aesthetically pleasing display for cash & CCM carry customers.
All data unless otherwise stated: Nielsen
Marketing hotspots Mondeléz International reports that wholesalers and retailers can benefit from great advantages when it comes to stocking PMPs in the confectionery sector, with 97% of chocolate singles consumers stating that they would buy a product displaying an on-pack price point (him!). The number one reason for purchasing on impulse is incentivised by a deal or promotion, according to CTP Tracking Programme, with one-third of shoppers describing clarity and transparency as the major benefit of PMPs (IGD). Last year, Mondeléz International introduced £1.29 PMPs of Cadbury Dairy Milk with Oreo and Cadbury Dairy Milk – a strategy designed to capitalise on shopper excitement across its co-branded innovations.
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January 2015
www.cashandcarrymanagement.co.uk
For further information: Bahlsen (01923) 728500 BAT 020-7845 1000 Boost Drinks (0113) 240 3666 Imperial Tobacco (0117) 963 6636 Kellogg’s (0800) 626066 Kettle Foods (0800) 616996 KP Snacks (0845) 601 7583 Mondeléz International (08702) 400861 Swizzels (01663) 744144 Tangerine Confectionery (01977) 692500