Golden Wonder launches best-selling crisps in £1 PMPs

Crisp giant gets a taste for sharing the value with Fully Flavoured range

The Golden Wonder Fully Flavoured £1 PMP range.
The Golden Wonder Fully Flavoured £1 PMP range.

GOLDEN Wonder is launching its best-selling crisp flavours in £1 PMPs.

The Fully Flavoured £1 PMP range includes Cheese & Onion, Spring Onion, Salt & Vinegar and Chip Shop Curry and will be available from July.

The brand says £1 PMPs are a must-stock format as they have been the main driver of snacks category growth during the past four years – growing over three times faster than the market and accounting for half of all sales, according to Circana analysis.

Inflation pressure is forcing many brands to move above the all-important £1 price-point. But Golden Wonder – which boasts of having 75 years of delivering great branded value – says it is committed to putting customers first.

Matt Smith, marketing director with Golden Wonder, said: “Having spoken to retailers and consumers, the importance of sticking to the £1 price-point comes through loud and clear.

“The squeeze on consumers means independent retailers must give their customers confidence that they are getting great value through PMPs.

“Instead of raising the headline price of our £1 PMPs, we’re sticking with £1 – demonstrating Golden Wonder’s commitment to making great-tasting snacks, with great consumer value, while also delivering strong retailer margins.”

This commitment to £1 has helped Golden Wonder’s £1 PMP Snacks range outperform the market, with the brand citing further Circana data that shows its PMPs running at +22.6% versus +9.9% over a 12-month period.

And it is now hoping to build on this success with the new Fully Flavoured £1 PMPs.

Smith urged retailers: “With Norstat data showing 64% of consumers are willing to switch brands for a lower price, don’t miss out on your share of the profits – stock up Golden Wonder’s £1 PMP range now!”