American snacks brand grows its c-store portfolio
AMERICAN savoury snacks brand Cheez-It is putting more weight behind the convenience channel with the launch of a 65g £1 PMP in two variants.
It says this will give wholesalers and independent retailers two proven flavour profiles in a format designed to drive impulse sales at a more competitive £1 price point. Available now, the range brings together Cheese & Smokey Bacon and Double Cheese, giving convenience outlet operators two distinctive flavours to drive interest to the singles fixture.
Double Cheese is Cheez-It’s biggest-selling singles flavour, while Cheese & Smokey Bacon taps into growing consumer demand for bacon-flavoured crisps, snacks and nuts. The latter is described as combining the bold taste of 100% real cheese with a rich, smokey bacon kick to delivers the brand’s signature crunchy bite. Made with no artificial colours or flavours, the packs are ideal for on-the-go snacking.
Tapping into a format that accounts for almost seven in 10 convenience crisps sales, according to NIQ data, the launch comes as PMPs continue to play a significant role in the convenience fixture. PMPs now account for 80% of singles value sales across independents and symbols, with singles PMP value sales up 93% year on year, further NIQ research shows.
For retailers, the £1 duo provides a straightforward way to build their singles fixture with two differentiated flavours at an accessible price point, while giving wholesalers an offer tailored to a format already established among their independent retail customers, claims Cheez-It.
Rui Frias, senior marketing manager at the brand, said: “Cheez-It has made a strong start in convenience, with one in two shoppers coming back for more, and we’re continuing to build on that momentum by giving retailers the formats, flavours and price points that shoppers are looking for.
“The £1 PMP duo brings together the strength of our bestselling Double Cheese flavour with the growing appeal of Cheese & Smokey Bacon, creating an exciting proposition for the singles fixture. It’s another step in making Cheez-It an even stronger choice for retailers looking to drive impulse sales and give shoppers more reasons to pick up a pack.”
