PMPs have the power to showcase value and increase sales among budget-savvy shoppers. Here’s how to make them work at your store.
Three-quarters of shoppers say price-marked packs (PMPs) give them confidence in value [Lumina] with over half picking them up in the impulse channel over the past year [Lumina]. That’s a clear sign PMPs offer a big opportunity to drive sales.
Premier Foods is responding by introducing lower price points across some of its most popular PMP lines. Keep reading to find out more and hear from one retailer who has already seen a sales uplift since rolling out the new PMPs.
Harnessing the power of PMPs
Retailers can make the most of the growing opportunity PMPs bring as Premier Foods reduces prices across key products like the nation’s favourite noodle block [Circana], Batchelors Super Noodles (Mild Curry, Chicken, BBQ Beef, Bacon) and selected Ambrosia cans (Custard and Rice Pudding) . The new lower price points of £1.09 for Super Noodles (down from £1.45) and £1.50 for Ambrosia (down from £1.95)* are designed to strengthen value perception in convenience, something that remains a key purchase driver.
These changes underline just how important PMPs are in convenience, reinforcing their role in delivering clear, trusted value to shoppers. The latest price reductions will continue to support retailers in displaying great value credentials – with the aim of driving more sales among cost-conscious shoppers.
“PMPs continue to play a huge role in convenience. By lowering the price of shopper-favourite brands, we’re helping retailers capitalise on this opportunity”
– Rob Craven, customer controller of wholesale & convenience, Premier Foods
Rob Craven, customer controller of wholesale & convenience at Premier Foods, explains: “Price-marked packs continue to play a huge role in convenience. And by lowering the price of shopper-favourite brands, such as Batchelors and Ambrosia, we’re helping retailers capitalise on this opportunity. The new price points will help these products to stand out on-shelf and ensure retailers can maximise every shopper visit.”
Revealing real-world results in a live store trial
Last month, Premier Foods invited five retailers to take part in an exclusive trial to see first-hand how these price reductions would resonate with customers. As part of the trial, the retailers received POS materials including aisle fins, floor stickers and wobblers, and stock of all the new reduced-price PMPs.
Vidur Pandya, owner of Kislingbury Village Store in Northamptonshire, was one of the retailers to take part in the trial. He says: ”Just as we anticipated, customers quickly noticed the new, lower price points. PMPs give shoppers confidence they’re getting good value and we’ve seen that reflected in sales. For a store like ours, these kinds of value-led promotions help build loyalty as well as attract new customers.”
How the PMPs performed
Across the four-week trial period, both the Ambrosia and Batchelors PMPs demonstrated strong sales growth in Vidur’s store. Ambrosia Rice Pudding was a top-performing line with sales increasing by over 300% compared to the four weeks before the trial, while Ambrosia Custard grew by 80%. Within the Batchelors range, Chicken Super Noodles almost doubled (91%) and BBQ Beef Super Noodles also saw an uplift of 50%. This highlights how familiar, trusted flavours continue to drive purchase. Overall, the results reveal how value-led PMPs can drive sales while reinforcing consumer confidence in well-known cupboard staples.
How to merchandise PMPs effectively
● Stock the bestselling range – clearly showcasing PMPs of core favourites can capture shopper attention and reinforce transparency and value;
● Target impulse shoppers – PMPs play a strategic role in supporting impulse purchases, so position these packs in key locations to support these missions. Top Tip: try stocking Batchelors Super Noodles or Pasta ‘n’ Sauce PMPs next to hot water or coffee machines to boost sales;
● Create disruptive displays – use secondary spaces in store to highlight key PMPs during seasonal moments.
*Recommended retail prices are recommended prices only. Pricing is at the sole discretion of the retailer. Non-PMPs are available.
