Britvic Soft Drinks is launching a limited edition new pricemarked pack (PMP) for its Robinsons squash.
Launched specifically with independent retailers in mind, Robinsons 1L single concentrate will be available at £1 from mid-April through the wholesale channel while stocks last.
The PMP will be available across a wide variety of flavours including Orange, Apple & Blackcurrant, Summer Fruits, Pineapple, Mango & Passion Fruit and Orange & Pineapple, the newest addition to the PMP format.
The limited promotion offers independent retailers the opportunity to harness sales within this valuable category, which represents the third largest sector in take home soft drinks (Kantar) with a £467.2m spend (Nielsen Scantrack). In fact, today the Squash segment holds a higher household penetration than cola with the average Squash shopper spending more per visit than the average CTP shopper (him!).
As the impulse channel gains consistent ground in the soft drinks category, increasing frequency of purchase in convenience stores through promotions that support top-up and impulse missions is crucial. In that respect, Britvic’s GB Marketing Director, Kevin McNair, said: “We are very excited to see the new Robinsons PMP hit the shelves as it presents an incredible sales opportunity for retailers.
“PMP packs drive positive price perceptions and are the ideal offering to entice shoppers on key missions. Retailers should make sure they stock up on this self-executing offer while stocks last to recruit new Squash shoppers and drive sales in store.”