Mondelēz presents price-marked packs of Mikado and Boost Bites
Mondelēz International will seek to drive growth for retailers with the addition of new price-marked packs (PMPs) to its Boost and Mikado brands.
Chocolate brand Boost will now be available in 80g versions of its Boost Bites bags, which launched last August. With an on-pack price of £1, the new format features bite-sized portions of the popular countline in a slightly smaller quantity.
The company has described the new packs as “ideal for on-the-go occasions”, as research suggests that 30% of shoppers would be more likely to purchase a product on impulse if it was offered in a price-marked format.
Matthew Williams, marketing director for Mondelēz International, said: “The launch of Boost Bites 108g bag has been hugely successful. We are launching the [80g] promotional PMP to recruit incremental consumers by giving them more choice and the reassurance of clear pricing.”
Mondelēz will also add PMPs to its chocolate biscuit snack brand Mikado.
It will relaunch the 39g impulse format with a unique dual-purpose design, new recommended retail price, and a promotional offer to help retailers drive biscuit sales for the afternoon snacking occasion.
The promotional £0.55 PMP will be included on its 17-count, 39g on-the-go pack, ideal for impulse purchases. All packs are flexible for merchandising on the fixture due to their new design, Mondelēz said, allowing them to be positioned either horizontally or vertically depending on the retailer’s shelves. They feature a “flip top” opening for convenient snacking, as well as clear nutritional information.
The brand will also be supported by a new six-week TV campaign from 21 March to continue to build awareness and help drive trial sales further.
Mikado brand manager Helen Potter said: “Mikado is a versatile snack and provides an exciting opportunity for convenience stores to help drive sales to those busy customers who want a quick, lighter snack on the move – its compact and portable packaging makes it perfect for pockets and handbags. Promotional price-marked packs historically have helped retailers drive increased sales and so they should stock up to make the most of heighten consumer awareness, particularly throughout March and April.”
