Mars Chocolate Drinks has launched its eight-strong range of 350ml milk drinks in price-marked-packs (PMP) to tap into the consumer demand for price and value products.
The full range of £1.29 PMPs includes Mars’ most popular confectionery brands, Mars, Galaxy, Milky Way, Bounty, Mars Caramel and Skittles along with a new 350ml Maltesers variant. The 702ml Mars Milk bottle is also now available as a PMP (£1.69).
The drinks, all offering eye-catching packaging, are best presented to consumers in refrigerators, chilled and ready to consume on the move. But, as ambient products, bulk stocks can be stored outside of the chiller, allowing for easy storage and an extended shelf life.
According to HIM shopper research and consultancy, one in three UK adults say that knowing a convenience store sells PMPs positively influences their decision to visit that store. In fact, 79% of shoppers view PMP as a promotion and 44% of shoppers are more likely to buy a PMP product on impulse.
Michelle Frost, general manager for Mars Chocolate Drinks and Treats, said: “Our 350ml milk drinks range is a huge category driver. By moving into price marked packs, we hope to see even more category growth by offering retailers the opportunity for more impulse purchases.”
The chocolate milk drinks range from Mars Chocolate Drinks and Treats continues to outperform the category and is worth £24.2m while Mars Milk also remains a bestseller, accounting for 69% of all sales within the range (IRI, 52 weeks ending December 24 2016).