Walkers has announced it’s set to “unlock greater value for retailers and shoppers” with the launch of a new 85p pricemarked pack (PMP) across its impulse bestsellers.
The move comes after PepsiCo unveiled its Max Your Snacks guide last year, which helps retailers optimise their savoury snack ranges.
The new format builds on the Max Your Snacks guide’s ‘right range’ insights, through providing retailers with a trusted, clearly marked price point.
Walkers says retailers have been under growing pressure to demonstrate value on shelf as price transparency becomes ever more important. Walkers’ latest 85p PMP version of the format is strongly placed to take this one step further.
As almost 750,000 shoppers risk exiting the category at the £1 price threshold, the new launch provides a “simple, instantly recognisable format that reassures customers they’re getting a fair deal, helping retailers retain shoppers and protect category spend,” the supplier said.
Simon Foster, impulse category management controller at PepsiCo, said: “We’re always looking for ways to make our products more accessible. Consumers see PMPs and feel reassured they’re getting value, so our new 85p pack gives retailers a simple, effective tool that stands out on shelf, while meeting today’s value driven shopper needs.
“Successful crisp fixtures rely on clear value cues, strong merchandising and offering choice. If you look at overall symbols and independent stores, PMPs make up about 62% of all category sales. So, expanding this format across our core range will help retailers drive engagement at fixture and support sustainable category growth.”
The Walkers 85p PMPs will hit shelves across the convenience channel from 16 February. Joining the brand’s existing £1.35 PMP portfolio, the new 85p format will 32.5g packs including Ready Salted, Salt & Vinegar and Cheese & Onion.
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