Orangina is launching its first PMP - a 420ml PMP bottle pricemarked at £1.
Available from February 6 in multipacks and singles, the launch is set to meet the growing demand for PMPs, which currently accounts for 13% share of total value sales of UK soft drinks and are particularly popular in the independent & symbol channels. Currently, more than half of soft drinks sold in independents and symbols are PMPs (IRI MarketPlace, UK, latest 52 week data ending 20.11.16 – EXT I&S channel).
Orangina is experiencing 45.5% RSV growth year on year (IRI 2016) and is now worth £16.7m RSV across all channels – making Orangina, the brand with a unique citrus flavour, ideally positioned to make the move into PMPs and respond to this trend.
Orangina is adding sparkle to the PMP launch by investing with instore activation within independent retailers and wholesalers. This activity will include shelf barkers and strippers to disrupt shoppers in the aisles as well as posters to draw attention to the new pack.
Roxana Parvizi, senior marketing manager for Orangina, said: “2016 was a hugely successful year for Orangina and we’re thrilled to be able to continue to build on this by extending our portfolio to include a price marked pack – which we are confident will unlock sales growth for our important retail partners.”
“We know that shoppers are looking for ways to spend less without compromising on quality and PMPs clearly represent value – therefore, there has never been a better time to launch our first PMP to market.”