Golden Wonder bets on big packs

Capitalise on affordable sharing for winter nights in

Golden Wonder range of £1 PMP sharing crisps.
The Tayto Group has launched new additions to its £1 PMP Golden Wonder range to build up on consumer choice.

BIGGER pack formats for crisps are an absolute must during the festive season.

Bringing in an extra treat for an individual shopper or an opportunity to share with family and friends, larger formats are sure to be winners for this year.

And The Tayto Group reckons its range of Golden Wonder £1 PMP sharing packs will be key in doing just this.

Offering a lower price point than other crisps brands, Tayto believes more consumers will flock to the Golden Wonder pack format during the Christmas period.

Norstat data found that 64% of consumers are willing to switch brands for a lower price, making this range important to snacking sales.

Matt Smith, marketing director at The Tayto Group, said: “Having surveyed both retailers and consumers, it was clear how important the £1 price point is to both groups.

“Consumers are really feeling the pinch at the moment and independent retailers are winning where they can offer great value for money.

“Instead of raising the headline price of our £1 PMPs, we’ve decided to stick to £1, demonstrating Golden Wonder’s commitment to delivering great consumer value while offering strong retailer margins.”

As such, Tayto has been keen on its NPD, with new launches to the range over the course of this year.

Pack shots of Golden Wonder Saucers with a NEW! caption on top of them. The brown packet is Golden Wonder Saucers Barbecue flavour and the pink packet is Golden Wonder Saucers Prawn Cocktail flavour.
New Golden Wonder Saucers packs.

The latest of these is the new Golden Wonder £1PMP Saucers range, which comes in Barbecue and Prawn Cocktail flavours.

Along with this, the firm has also launched its new Mega Rings range in Onion Rings and Spicy Rings flavours to help capitalise on the big night in occasions, something that is sure to be on the rise as the weather takes a colder turn.

And its for these unplanned nights in that Tayto aims to drive up sales for the convenience channel in particular with the PMP range.

Tayto reckons its £1 offering will appeal to cash-strapped shoppers out there that are looking to enjoy their nights in but without having to spend too much.

Further to this, Smith reckons the range will help to illustrate the good value that c-stores hold and have more shoppers turn to the channel for when it comes to all their snacking needs.

Smith said: “Value for money is now the third most important reason for snacks purchase (after flavour and quality) with over 90% agreeing that value for money is important.

“However, convenience shoppers worry that they will pay more for shopping locally and PMPs give them confidence that they are not being ripped off. That’s why PMPs have increased to 76% of snacks sales.”