Nestlé Confectionery is aiming to drive impulse sales and profits for convenience retailers with the introduction of a new smaller size outer across a range of its best-selling singles including all the ‘2 for £1’ PMPs.
The rollout began this month and is a permanent change to the outer size. The core lines which will move to the new outer include Kitkat 4 Finger, Kitkat Chunky, Aero Peppermint Medium, Aero Milk Medium, Toffee Crisp, Yorkie Original and Yorkie Raisin and Biscuit, whilst Rowntree’s Fruit Pastilles and Polo Original, Sugar Free and Spearmint will all move to a 32 count outer. Smarties will also be moving to the 24 count outer with the date TBC.
For retailers the smaller outers require a lower cost outlay compared to larger outers and are therefore beneficial to cash flow.
Nestlé is the first major confectionery manufacturer to introduce smaller outers across its core singles products. The move follows on from another Nestlé initiative to benefit the Wholesale and Convenience channel, which saw a permanent ‘2 for £1’ price mark flash launched on the front of a range of the nation’s favourite singles earlier this summer. These packs are exclusive to the channel. Price marked packs (PMPs) are a proven way for retailers to drive sales and a study by him! has shown that a multibuy promotion is favoured by both shoppers and retailers.
Both PMPs and standard non-PMPs will be available in the 24 count outers. And with a great range of ‘2 for £1’ PMPs for shoppers to choose from this is an excellent opportunity for retailers to increase sales through their tills.
In addition, the new size outers will all benefit from a redesign to create consistency and alignment across the Nestlé Confectionery brands.