Coca-Cola European Partners (CCEP) has reduced the recommended price points for some of its 500ml bottle price-marked packs (PMPs) for a limited period of time, to help convenience retailers drive sales of on-the-go formats and tap into the consumer demand for value.

500ml bottles of Diet Coke, Fanta, Fanta Zero, Dr Pepper and Dr Pepper Zero – including their respective flavoured variants – will be available for a limited period of time in a £1 PMPs from the middle of November onwards. The recommended price point has been sharpened by 15p, enhancing the appeal to shoppers.

Alison Adderley, field sales director at Coca-Cola European Partners, commented: “While sales of larger, sharing packs of soft drinks have increased in recent months[1] due to more consumption taking place in the home, a consequence of people making fewer, more planned shopping missions is that on-the-go sales have slowed[2].

“Many consumers are increasingly focused on saving money at the moment[3]. PMPs offer visible value, reassuring shoppers that they can get the products they want, at an affordable price[4].That’s why we’re introducing this short-term measure to help stimulate impulse sales for our convenience customers whilst offering recommended price points across some of our best-loved brands that are appealing to shoppers.”

Earlier this summer, CCEP reduced the recommended price points on its 1.75l PMPs of Coca-Cola zero sugar and Diet Coke, and its 1.5l PMPs of Coca-Cola original taste. 500ml bottles of Coca-Cola Zero Sugar – including the cherry and vanilla variants – and Diet Coke flavours (Sublime Lime and Twisted Strawberry) were also included. With the latest changes, this means that all CCEP light cola’s and flavoured carbonates are now available in a £1 price-mark for a limited period.

The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.

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