BRITVIC DRIVES GROWTH WITH PMP MIX AND MATCH OFFER

Britvic is helping to drive incremental sales of carbonated drinks in 330ml cans through a new price-marked mix and match promotion.

The move will allow retailers to tap into the canned drink market, which had eight million buyers in the UK in the year leading up to April 2018[1], and potentially unlock a £53 million[2] category opportunity.

Following on from the success of its mix and match offer on PET bottles, which clearly displays the £1.70 multi-buy PMP to encourage shoppers to pick up two bottles instead of one, Britvic has launched the new mix and match can promotion. The promotion offers shoppers two cans for £1 and retailers benefit from a 40% profit on return[3], as well as helping to increase basket spend. The promotion is running across the Britvic and PepsiCo portfolio including Pepsi Max, Pepsi Max Cherry, Diet Pepsi, Pepsi Max Ginger, 7Up Free, Apple and Orange Tango cans.

This year, the can segment has seen £22 million[4] in incremental sales and Britvic’s can portfolio range has seen growth within this, showing the popularity of the range amongst customers. Pepsi Max, one of the brands in the new mix and match promotion, was the largest contributor to cola growth in the convenience market in 2017[5], whilst Tango Apple 330ml can is the only apple flavoured carbonates can product to add value in the 52 weeks leading to August 2018, with an ROS double the amount of any of its nearest competitors[6].

Trystan Farnworth, Commercial Director, Convenience & Impulse at Britvic, commented: “The promotion on bottles has been really successful, eight million bottles sold in symbols and independents this year – that equals fifteen sold every minute[7]!

“Research has shown that in the carbonated soft drinks range, cans drive incremental growth to PET, adding £13.6 million to the out of home market in the 12 months leading to April 2018[8], so it’s really important for retailers to ensure they stock a range of brands in this format. To support the promotion, we have a range of POS toolkits available which feature our can range, PMP and the mix and match messaging. This promotion offers fantastic profit for retailer and reassures shoppers that they are getting great value.”

 

For the latest news and updates, follow Britvic’s Trade Twitter account, @BritvicTrade, or visit www.britvic.com.

[1] Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 22/04/18

[2] Source: IRI, Convenience data to 10/6/18 / Source: Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 25/03/18

[3] Based on a widely available case price of £5.99, see Wholesaler for selling price and promotions

[4] Kantar Worldpanel, out of home purchase, Total barcoded cans, 52 w/e data to 22.04.18

[5] Nielsen Total Coverage: MAT Data to 25.11.17

[6] IRI Total Convenience MAT 52w/e 05.08.18

[7] Source: IRI Symbols & Indies MAT Unit Sales of 2 for £1.70 Britvic SKUs to 05.08.18

[8] Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 22/04/18

Author: kimbarnard

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