Mikado is relaunching its impulse pack with a new price and design.
The promotional 55p PMP will be included on its 39g on-the-go pack (17 sticks), ideal for impulse purchases. Their new design allows them to be positioned either horizontally or vertically depending on the retailer’s shelves. They also feature a ‘flip top’ opening for convenient snacking, as well as clear nutritional information.
Launched in 2009, Mikado is a lighter chocolate biscuit snack. Its ultra-thin crunchy biscuit sticks are covered with smooth milk chocolate, with one end left uncoated to allow a mess-free eat.
Research has found that 30% of shoppers would be more likely to buy a product on impulse if it was PMP, according to the brand, and independent retailers agree that PMPs sell faster than standard packs and can be used to save time pricing in store.
The brand will also be supported by a new six-week TV campaign from March 21 to continue to build awareness and help drive trial sales further.
Mikado brand manager at Mondelez International 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. Promotionally pricemarked 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.”