Making a soft sell

BURTON’S Biscuit Company says it has doubled sales of brands like Maryland, Jammie Dodgers and Wagon Wheels in PMPs in recent years. Now it has launched its latest products in price-marked packs.

Both Maryland Soft Baked cookies and Jammie Bakes are available as £1.39 PMPs through the wholesale channel.

Maryland Soft Baked PMP

“As one of the first FMCG companies to introduce price-marked packs, we know how important they are to shopkeepers keen to offer their customers Britain’s best-loved brands at competitive prices,” said David Costello, Burton’s Biscuit Company’s head of customer category management.

“We understand that PMPs have a key-role to play, and that’s why our price-marked packs are available at accessible price points that will help to attract new customers and encourage purchase from brand loyalists and impulse shoppers.

Jammie Bakes Raspberry PMP £1.39

“Convenience channel shoppers are reacting to the rising cost of living by looking for market-leading products that offer good value for money and provide a treat. Burton’s PMPs not only create standout on-shelf, but provide a winning combination of taste, quality and value for shoppers.”