McVitie’s has launched a range of flapjack and slice PMPs (price marked packs) aimed at the convenience market.
Each pack contains five cakes and is priced at £1. The range includes: McVitie’s Hobnob Chocolate Flapjacks, McVitie’s Chocolate Digestive Slices, McVitie’s Digestive Caramel Slices and McVitie’s Hobnob Chocolate Tiffin Slices.
The United Biscuits-owned company said the packs aimed to support convenience retailers by demonstrating the value on offer to shoppers and building trust through transparent pricing. The range will be supported by point-of-sale (POS) displays and eye-catching branded shippers in-store.
Claire Hooper, senior brand manager of McVitie’s Cake Company, said: “We know a majority of shoppers say price is key to purchasing in convenience. As pressure remains on household budgets, consumers expect to see a continued focus on price cuts and promotions, allowing them to effectively manage their weekly shop while still purchasing household favourites. To meet this demand and the continued pressure to deliver best value, it is crucial for retailers to offer a range of price points.
“At UB we know the vital role that PMPs [price-marked packs] can play in demonstrating to customers the value on offer. As a result, we have expanded our popular range of McVitie’s Slices and Flapjacks to incorporate PMP variants to ensure we continue to drive growth into the category and support retailer sales as the spotlight on value continues.”
United Biscuits recently launched its Better Biscuits, Better Sellers initiative to drive £88m in biscuit sales over the next five years.