Celebrated French biscuit brand LU is introducing a new price-marked pack to its LU Le Petit Chocolat range. LU Le Petit Chocolat PMP taps into the popularity of the chocolate variant of the French biscuit. The new packs are price-marked at £1.69* and in a convenient format, helping drive incremental sales across the adult sweet biscuit category.
Le Petit Chocolat already ranks in the Top 5 in the special treat segment[1], with 49%[2] of Le Petit Chocolat shoppers buying it in addition to their current basket. In fact – the LU range was the number 1 brand launch in adult sweet biscuits in 2022[3]. The launch of the PMP format is set to benefit retailers’ sales by offering shoppers more choice. Four-in-five shoppers consider themselves price-conscious, making value for money more crucial than ever[4].
Charlotte Parkes, Senior Brand Manager for LU at Mondel?z International, says: “Le Petit Chocolat PMP has high potential to bring consumers into the LU brand. With a 32%[5] repeat rate, LU Le Petit Chocolat is proving a success following its launch in the UK in 2021.
“We know shoppers are seeking affordable, delicious treats during challenging times[6] to provide reassurance, with PMPs only set to increase in popularity within the impulse sector. We always strive to support retailers by including our top-selling products as PMPs and the new launch will help further establish the LU brand within the convenience channel, as well as encourage trial of the wider range.”
LU offers customers a quintessential taste of France to enjoy at home. With simple, authentic ingredients and inspired by traditional French recipes, just one bite will transport customers to a sun-dappled square in rural Provence.
The brand’s story began in 1846 when founders Jean-Romain Lefèvre and Pauline-Isabelle Utile fell in love over their shared passion for baking and their desire to make the most delicious biscuits. Putting the first initials of their surnames together, LU was born.
Available now, retailers should be sure to stock up on the new format to make the most of the brand’s success and marketing investment in 2023.
For more ranging and merchandising advice, retailers can visit www.snackdisplay.co.uk.
*All ranging and retail pricing decisions are at the sole discretion of the retailer
[1] Nielsen IQ Total Coverage excl. discounters 5/11/2022
[2] Kantar WPO, Gains Loss Summary | GB, Total Biscuits | Packs | Actuals | 52wk | w/e 16.04.2023 vs 17.04.2022
[3] Nielsen IQ Total Coverage excl. discounters 31/12/2022
[4] IGD ShopperVista 2022
[5] Nielsen IQ Total Coverage excl discounters w.e 16.04.23
[6] IGD ShopperVista 2022
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