Ribena is introducing limited £1 pricemarked packs (PMPs) for the summer season.
Rolling out now across all Ribena 500ml ready-to-drink (RTD) SKUs in the convenience channel, the move aims to “help retailers maximise sales across the key summer trading period,” it said.
The limited edition range allows retailers to “bring shoppers a clear and compelling value message, encouraging new and repeat footfall into store and tapping into the grab-and-go summer shopping occasions,” it added.
Fiona Toft, head of sales for wholesale at supplier Suntory Beverage and Food GB&I said: “Value is front of mind for shoppers this summer, and PMPs remain one of the most effective ways to drive confidence and conversion.
“This £1 PMP gives retailers a clear, high-impact way to accelerate rate of sale on a well-loved brand during a peak trading period, helping them maximise every opportunity in a competitive market.”
The Ribena £1 PMP range is to be supported by in-store activation and POS materials to help retailers drive visibility and sales throughout the summer period.
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