- Walkers is adding +20% Extra Free to many of its bestselling £1 RRP PMPs snacks, supporting retailers and shoppers with more value at a difficult time
- Value for money is becoming increasingly important, with 62% of shoppers stating they are more careful with their money[1]
- RRP PMPs were the no.1 contributor to crisps and snacks segment growth last year, growing +16.3%, with 61% of this growth from snacks[2]
Walkers is adding +20% Extra Free to many of its bestselling £1 RRP PMPs snacks, helping Symbols and Independent retailers offer greater value to shoppers. A “20% Extra Free” flash will be included on nine Walkers snacks SKUs, including Quavers, Wotsits, Monster Munch, Squares and French Fries.
Matt Goddard, Wholesale Trading Director at PepsiCo, comments: “Value for money is becoming increasingly important for shoppers in Symbols and Independents, as the financial pressure of COVID continues. 62% of shoppers are becoming more careful with their money[3], which is why we’re launching this campaign to give our retailers and shoppers more value.”
“Sharing RRP PMPs are the largest segment in Symbols and Independents and they were the number one contributor to value sales growth in 2020[4], growing +16%[5]. We’re focusing our +20% Extra Free campaign on this pack type as retailers can also expect to see a strong return.”
“Retailers can really benefit from the added value now offered in-store, ensuring they’re stocking all nine of these bestselling RRP £1 PMPs snacks and driving awareness of the offering in-store.”
Walkers is supporting this launch with heavyweight shopper marketing alongside social and digital advertising, as well as offering POS kits to help drive visibility of the added value products on shelf. Retailers should speak with their account manager to access materials for in-store and their own social and digital channels, which will help to drive footfall and awareness of the great value on offer.
The +20% Extra Free RRP PMP lines will roll-out from 1st March into wholesale, and Symbols and Independents.
? These 20% Extra Free SKUs are based on RRP. See back of pack for details.
[1] Lumina Intelligence Channel Pulse Survey 2020
[2] Nielsen Indies & Symbols data 2020 WE 26.12.2020
[3] Lumina Intelligence Channel Pulse Survey 2020
[4] Nielsen Indies & Symbols data 2020 WE 26.12.2020
[5] Nielsen Indies & Symbols data 2020 WE 26.12.2020
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