Leaf is set to help independent retailers unwrap more sugar confectionery sales with the launch of its first-ever price marked packs (PMP) across Chewits and Vimto chewy sweets ranges, communicating value to consumers while giving retailers the opportunity to grow sales.
A £1 price flash will be introduced on the Chewits and Vimto four stick multipacks which are being launched in the convenience and independent retail sector. For retailers, PMPs are critical in achieving positive price perceptions in store with 94% of consumers saying they would buy a PMP confectionery multipack if available from a C Store and 48% of people saying PMPs would encourage consumers to switch from a preferred brand to a different brand.
Stuart Lane, commercial director, Leaf said: “Confectionery is such a highly impulsive category, this new pack format offers retailers a strong opportunity to generate incremental sales when marketed in the right way. Price marked packs can help achieve positive price perceptions in-store with an impressive 44% of consumers stating that they are more likely to purchase an item on impulse when price marked . The impact is even greater in confectionery so we see this as a strong opportunity to add value to the impulse/convenience channel in particular.”
The Chewits four stick multipacks contain two strawberry, one blackcurrant and one fruit salad stick, whilst the Vimto multipack is four sticks of the mixed fruit flavour chewy sweets with the secret Vimto flavour. Each SRP case contains 12 multipacks.
