Perfetti Van Melle aims to stretch impulse sales for retailers
POPULAR confectionery brand Chupa Chups reckons it’s putting in the hard yards for convenience retailers with the launch of its one-metre Sour Belt.
Initially available exclusively in Bestway and Home Bargains for two weeks, the NPD, with an RRP of £1 per 55g format, will roll out across the wider cash & carry channel from mid-July.
By stretching one of its established sour belt formats into a full one-metre proposition, Chupa Chups reckons it is bringing a more distinctive point of difference to the singles fixture. The new belt gives sour confectionery greater scale and visibility in a category where visual appeal and instant shopper understanding remain key to driving purchase, says the Perfetti Van Melle brand.
Longer and more visible on shelf in what is still an important impulse fixture, the one-metre Sour Belt gives shoppers a clear reason to trade up to something beyond their usual confectionery choice, believes Chupa Chups.
Inspired by a measuring tape, the carton makes the format instantly clear and gives retailers a visual cue that works hard in busy convenience environments, delivering the kind of novelty and shelf theatre that can help reinvigorate the singles fixture, while still sitting within a recognised Chupa Chups range and flavour profile, it’s claimed.
Chupa Chups cited Circana data showing its sweets & gum portfolio is now valued at £18.9million, with its extruded jellies growing 42% over 12 months, giving retailers a strong commercial case for backing more format-led newness in kids’ singles from a brand shoppers already know.
Kim McMahon, Chupa Chups Brand Manager at Perfetti Van Melle, said: “We know retailers are under pressure to make every part of the fixture work harder, especially in convenience where shoppers make decisions quickly. At the same time, NPD has to earn its space.
“Our latest launch takes a format shoppers already understand and gives it a stronger Chupa Chups treatment – bigger, brighter and a bit more playful. As we build the brand in sweets beyond lollipops, that is the balance we are looking for – familiar formats with enough character to make people look twice.”
