Bring that impulse purchase to front of store
GRABBING that last-minute bag of sweets can make all the difference to a consumer’s night, making impulse a key channel to boost.
Ensuring confectionery gets higher visibility will be key, according to Perfetti Van Melle (PVM), which noted that 80% of confectionery sales are purely based on impulse.
As such, keeping confectionery close to the till, with clear signposting, will pay off — such as with PVM’s Fruittella brand.
Jasdeep Ghag, trade marketing executive at PVM, said: “To ensure our best-selling ranges are relevant and stand out on crowded shelves, we recently announced a fresh new look for Fruittella.
“Highlighting the real fruit that goes into every pack, the makeover has been rolled out across all 30 SKUs of the UK’s leading sharing brand, with an aim to better its appeal to young adults.”
Mint flavours will continue to count for consumers in the impulse channel too, according to PVM, as the firm has pushed its Smint brand — which was named the number one sugar-free mint brand in the UK, IRI data claim.
Caroline Grimshaw, product manager at Smint, said: “Thanks to constant innovation, combined with our continued investment in the brand, Smint continues to be a must-stock for retailers.
“PVM’s position at the forefront of the market means it’s perfectly positioned to cater to growing demand for healthier choices, while still providing that refreshing moment for customers.”
