Following a transformational rebrand which is being rolled out across their full range of products, Nairn’s are relaunching their bestselling Rough and Fine Milled Oatcakes in £1.00 price marked packs for the wholesale and convenience channels.

The move is part of Nairn’s strategic approach to the current climate, and a response to the impact of the pandemic on shopper behaviour generally and in the convenience channel in particular.  Shoppers primarily look for products which will deliver great taste, but, increasingly, as household budgets come under pressure, they are looking for reassurance on value.  It is also a reflection of the current restrictions that they are less inclined to linger in store and have reduced their dwell time at fixture.  Nairn’s price marked packs (PMP) address all of these issues; the new style packs are designed to make the products more visible, modern and appealing on shelf and have also been carefully researched to ensure that they don’t alienate existing consumers and remain instantly recognisable, whilst the clearly marked £1.00 price point gives customers the instant reassurance that they are seeking on value.

In creating these channel-specific packs, Nairn’s have also carefully considered other factors regarding shoppers in the wholesale and convenience channels. Convenience outlets were vital during the lockdowns, giving consumers a heightened awareness of the importance of supporting local businesses.  With less desire to travel further afield and stay closer to home, they became more inclined to purchase their grocery essentials and snacking treats from the smaller, independent stores.

Whilst a sense of normality will eventually be restored, it is anticipated that, for many consumers, the preference for shopping local will become one of the lasting, behavioural changes.  Nairn’s believe that suppliers and retailers will need to adapt to certain long-term changes in consumer behaviour, and both the new Masterbrand and the PMPs are a direct response to that challenge, as well as an active demonstration of their support for retailers in the convenience channel.

Scott McPherson, National Account Manager at Nairn’s, says:

“In uncertain times, shoppers look for reassurance and brands they know and love. Consumers can trust in brands to deliver on familiarity and taste. Through implementing a core range within their savoury biscuit category, retailers can realise the benefits of increased category sales.  As part of this core range, Nairn’s £1.00 price marked pack Fine Milled & Rough Oatcakes, now available in Nairn’s new rebrand packaging, will play a significant role, giving retailers the benefits of increased sales and consumer reassurance value”

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