Crisp brand launches Prawn Cocktail 70g PMP exclusively into Bestway
INDEPENDENT retailers are in with a chance of winning £10,000 in a competition to mark the launch of a new Pringles Prawn Cocktail 70g, £1.25 PMP, on-the-go format exclusively to Bestway.
All they have to do is buy a case of the new SKU and upload their receipt here, with one lucky individual netting the cash prize in the promotion running from now until 20 October.
Pringles says the new variant aims to meet consumer demand for both the flavour and a surge in on-the-go snacking. The major crisp brand pointed to Worldpanel by Numerator research showing that 1.7million households bought Prawn Cocktail variants last year, with Pringles product loyalty standing at 9.5%, outperforming the wider Prawn Cocktail flavour segment.
The launch is being backed by a targeted marketing campaign, eye-catching in-depot activity, and Bestway vans delivering stock and POS materials to convenience retailers to boost availability and early sales.
The snacking brand says PMPs remain a key driver of impulse sales in convenience, giving both shoppers and retailers a fixed, trusted price point that aids decision-making at till, particularly for on-the-go snacking purchases. Pringles’ 70g PMP format is going from strength to strength, with sales value up 7.3% versus the year prior and distribution expanding 13.0% year-on-year – according to NIQ data – a clear signal of sustained shopper demand.
Evie Pickering, assistant activation brand manager at Pringles, said: “We know Prawn Cocktail has a loyal following, so we wanted the launch to have a bit of extra bite. The £10,000 retailer prize gives independents another reason to get behind the new SKU from day one, bringing some real excitement to the Bestway exclusive and helping us make plenty of noise around the launch.”
Jacob Crossley, national account manager at Pringles, sadded: “Bestway has been closely involved in shaping this launch from the outset. We worked together, and with retailers, to understand where the strongest opportunity sat within the 70g range – and Prawn Cocktail came through clearly. It’s a flavour with established shopper demand, now in a format that works hard for independents, so giving Bestway the exclusive was a natural next step for the partnership.”
