FEATURE
PRICE MARKED PACKS28 ASIAN TRADER 12 MAY 2017 http://www.asiantrader.bizFollow us on: http://www.twitter.com/AsianTrader Like us on: http://www.facebook.com/AsianTraderDiscos, Wheat Crunchies,
Frisps and Skips.”
Collins adds: “Nuts is a
growing sector that is one to
watch in 2017, with £1 PMPs
helping to drive this growth and
delivering a staggering 36%
growth within this sector in
2016.”The biscuit giant has more
than 40 brands available in
PMP’s. Their biggest launch of
the year, McVitie’s Nibbles, was
launched in £1 PMP format
which, says Graham, was
specifi cally requested by the
wholesale channel for launch.
“Furthermore, we recently
unveiled the next phase of our
Convenience & Impulse (C&I)
strategy, introducing two new
channel exclusive PMP
launches. We chose to re-
launch our Top selling McVitie’s
Chocolate Biscuit range in a
revised PMP format reducing
the RRP from £1.75 to £1.50,”
said Graham.ALPEN has announced the
launch of a new TV campaign
as part of its continued
investment behind the brand.
On air now through to
September, the Alpen
advertising will coincide with
a new pack refresh for the
brand, designed to celebrate
its authentic Alpine roots.
The new design is more
distinctive and has been
created to provide greater
stand out on shelf, making it
easier and faster for
consumers to shop the
often-cluttered cereal aisle.
Stuart White, Head of
Brand for Alpen, comments:
“2017 is set to be a massive
year for Alpen. By giving thebrand a bold new look and by
injecting £4million into a
heavyweight TV campaign
and stand out POS in-store,
we will ensure Alpen
becomes even more front of
mind with consumers.
“Alpen is the original
muesli and despite being
steeped in history, in a
declining category it’s more
important than ever that the
brand brings in new
consumers. Alpen believes
healthy eating doesn’t need
to be hard and its proposition
of great tasting, rewarding
food made from a blend of
real ingredients, is as relevant
for consumers today as it’s
ever been.”Brand news
Alpen unveils new £4m TV campaign
Biscuits
With a nod to the impact of
Brexit, Stuart Graham,
Convenience & Impulse
Director at pladis highlighted
the perception of value in the
biscuits sector when speaking
to Asian Trader.
“With the spotlight on value,
we work closely with all our
customers to ensure we
continue to drive growth into
the category and support retailer
sales. For example, as our Better
Biscuits category advice
indicates, PMPs play a vital role
in demonstrating value to
consumers, particularly in
convenience,” said Graham.Adding: “This initiative
o ers a 1ppt improvement in
margin to the wholesaler and a
competitive headline price to
the retailer driving better base
sales. It is a win-win solution
for all and a huge step forward
in alleviating some of the
pressures retailers and whole-
salers are facing on margin.”
Burton’s Biscuit Company is
also enabling retailers to meet
the needs of price-conscious
customers by o ering a wide
range of PMPs.
“Price-marked packs are
playing a key role in shopper
missions and that’s why ourPMPs are available at accessible
price points that will help to
attract new customers and
encourage purchase from brand
loyalists and impulse shoppers,”
says David Costello, Head of
Category & Shopper Manage-
ment at Burton’s Biscuit
Company.
Burton’s one of the fi rst
FMCG companies to introduce
price-marked packs on brands
such as Maryland, Jammie
Dodgers and Wagon Wheels.
Burton’s is continuing to
invest in making these biscuit
brands available in PMP
formats, and in turn drivingincremental profi t for retailers.
Retailers can stock up on
PMPs of bestselling biscuits
including Jammie Dodgers
Raspberry (£0.75 PMP), Wagon
Wheels Original and Jammie
variants (£1 PMP), Maryland
Choc Chip (£0.89 PMP) and
Fish ‘n’ Chips Salt & Vinegar
Grab Bag (£0.50 PMP).PMPs Feature1.indd 28 5/4/2017 8:26:59 AM