Making up-front connections

THE Mondelez International-owned chocolate brand Cadbury’s latest Dairy Milk collaborations are now available as PMPs. Cadbury Dairy Milk with Oreo and Cadbury Dairy Milk with Daim were released in £1.29 price-marked packs last month.
Quoting Nielsen figures, Mondelez says that Cadbury Dairy Milk with Oreo, “which combines the nation’s favourite chocolate brand with the biggest biscuit brand in the world,” has generated sales of over £19.3m, making it the number three small tablet chocolate line in 2013. Cadbury Dairy Milk with Daim, the second co-branded bar launched by Mondelez, is said to have been worth £4m after 12 weeks on the market.

Mondelez International has been combining brands such as Oreo and Daim with Cadbury Dairy Milk. Now they’re available in PMPs.
Mondelez International has been combining brands such as Oreo and Daim with Cadbury Dairy Milk. Now they’re available in PMPs.

Susan Nash, trade communications manager at Mondelez International, said: “Shoppers are looking for clear and transparent pricing information to help make their hunt for value easier, with price-marked packs providing one possible solution.
“By offering innovations that consumers love as PMPs, retailers can make the most of two great opportunities – as well as giving customers the reassurance of clear pricing, they can take advantage of huge consumer excitement about some of the country’s biggest brands.”
She said HIM research has suggested that stocking PMPs could be beneficial to independent retailers by increasing impulsive purchases. Most retailers were said to think that PMPs sell faster than standard packs and the same research indicated that shopkeepers use PMPs to save time pricing in store.

• At Mars Chocolate UK, Tony Lorman, retail excellence director, said: “Shoppers continue to consider confectionery an affordable indulgence. However, value is still important for those looking for a treat – consumers expect a good price but are unwilling to compromise on quality.”
“Price-marked packs catch the shopper’s eye. Retailers should highlight these lines in-store by siting them in high-footfall areas, to take advantage of impulse purchases, as well as within their main display.”

• Retro confectionery favourites from Swizzels Matlow are now available as Squashies – the family-owned company’s Love Hearts, Double Lollies, Refreshers and Drumsticks transformed into chewy gums – and there are PMP versions along with countline sizes and hanging bag packs of the sweets.
Swizzels Matlow says the range is showing strong growth with almost 50m units sold. Mark Walker, sales director, said: “Squashies countline bags are perfect for an impulse purchase and the £1 PMP has great impact on the shelf. Sharing bags of confectionery such as Squashies are becoming increasing popular for family and friends hosting a ‘big night in’.”

• Cash-conscious kids are following their parents’ example and searching out value for money when spending their precious pennies. Confectionery manufacturer Bazooka Candy Brands reports that young shoppers are seeking the reassurance of price-marked packs – just like mums and dads.
“As adult consumers have cut back on their spending we’ve seen this now being passed on to kids as they’re not being given as much pocket money as they used to,” Sarah Burrow, marketing director at Bazooka Candy Brands, said.
“So kids, just like their parents, have become extremely savvy shoppers. Children are among the most receptive audiences to price-marking, with a thirst to find products that they can afford with a pocket money budget. Not only that, but children’s sugar confectionery continues to dominate the confectionery industry. As the category is so crowded, PMPs are essentially to help draw attention to ‘value’ ranges and attract their target audience.”
The company says constantly available PMPs work better than shorter promotions, Its core products – Juicy Drop Pop, Push Pop, Mega Mouth and Big Baby Pop – are all available as PMPs.