Mondelez International is launching pricemarked variants of its Cadbury Dairy Milk with Oreo and Daim bars.
Co-branded innovations have been a big success story over the last 12 months. Cadbury Dairy Milk with Oreo has generated over £19.3m, making it the number three small tablet in 2013. Cadbury Dairy Milk with Daim aimed to build on this success and was worth £4m after just 12 weeks in the market, and both have successfully attracted a younger generation of consumers to Cadbury tablets.
With an rrp of £1.29, the 120g pricemarked packs (PMPs) aim to help independent stores make the most of shopper excitement surrounding these new products, claims Mondelez.“Research suggests that stocking PMPs could be beneficial to independent retailers, and that they could increase impulsive purchasing,” said trade communications manager Susan Nash. “The majority of retailers believe that PMPs sell faster than standard packs and use them to save time pricing in store.
“Shoppers are looking for clear and transparent pricing information to help make their hunt for value easier, with price marked packs providing one possible solution – one third of shoppers describe clarity and transparency as the major benefit of PMPs.”