SMALLER households and increased urban living combined with the ongoing pressure on household budgets have led to an increase in smaller basket shops, says Hena Chandarana, trade communications controller at Pladis.
And with the spotlight on value, she says Pladis is working with retailers and wholesalers to grow biscuit sales and PMPs play an important part in that drive.
She said: “We have more than 40 brands available in PMPs and so are well versed with launching a PMP to market.
“PMPs are and will remain an important part of our growth strategy in convenience. Making prices visible to shoppers plays a huge role in driving sales.
“Our biggest launch of the year, McVitie’s Nibbles, launched in £1 PMP format specifically requested by the wholesale.”
Chandarana said the next phase of the Pladis Convenience and Impulse strategy includes two new channel exclusive PMP launches.
She continued: “We chose to re-launch our top-selling McVitie’s chocolate biscuit range in a revised PMP format, reducing the RRP from £1.75 to £1.50.
“This initiative offers an improvement in margin to the wholesaler and a competitive headline price to the retailer.
“It is a win-win solution for all and a huge step forward in alleviating some of the pressures retailers and wholesalers are facing on margin.”
She added that the company had chosen to invest in the McVitie’s Chocolate Digestive PMP range to reduce the headline price.
Chandarana said: “The project was managed by a cross-functional team from experts in the channel to those in supply chain.
“We know PMPs are highly important to growing sales in the convenience channel.”
Pladis has also introduced an 89p PMP everyday biscuit range as an exclusive for c-stores.
The 89p McVitie’s Biscuit Barrel range includes Custard Creams, Bourbons and Shorties.
Chandarana said: “As the category leader with 50% of the best sellers in symbols and independents, including six of the Top 10, we’re committed to supporting our retail partners to grow their business.”
