UFIT, the UK’s Number 1 Ready-To-Drink protein brand[1], is launching a new range of price-marked-packs into key wholesale and convenience channels from this October. Available across all core flavour shakes, the range will entice new shoppers with an attractive £1.79 fixed price point, replacing its current duo impulse packs.
The updated packaging will feature across all UFIT 22g Protein 310ml bottles with an initial launch in Spar, Nisa, and Filshill, and wider distribution to follow in January 2025.
With the ready-to-drink protein category demonstrating strong growth potential in the impulse channel[2], the refreshed packs and price point are expected to serve as an excellent introduction for new shoppers who have not yet tried a protein milkshake.
As the UK’s leading RTD protein brand with a 30% market share[3], UFIT is at the forefront of the category. This is highlighted further by its performance in the impulse channel, where it sells more RTD protein bottles than any other brand[4]. Its core range of protein shakes also boast the highest product loyalty among all other RTD protein brands, including retailer own-labels[5] – results which are set to grow further with the new competitive pricing.
Richard Northridge, Sales Director at UFIT, said: “This is a big moment for UFIT. Competitively priced, our new packs create an attractive entry point for new consumers who have never tried a protein drink before – as well as a great deal for our fans.
“Our goal is to help people get the most out of every day by bringing protein to the masses, with a range of convenient drinks that “fit around you”. Whether you’re on the move, busy at work or looking for something to keep you fuller for longer, UFIT makes it simple and enjoyable to stay on top.
“Tapping into the shift in consumer behaviour towards single-price options, this PMP launch not only meets the demand for attractive pricing but also gives us a great opportunity to expand our reach into convenience sector, which has so much potential for the category.”
UFIT will be supporting the launch with a SPAR TV campaign in January 2025, alongside in-store retailer advertising and digital banners.
[1] Nielsen, Total Coverage RTD Protein Drinks 52 w/e 10th August 2024
[2] Nielsen 13w/e 10th August 2024 – UFIT share in Impulse over 13 weeks up 3% in both value and units
[3] Nielsen, Total Coverage RTD Protein Drinks 52 w/e 10th August 2024
[4] Nielsen, Total Impulse RTD Protein Drinks 52 w/e 10th August 2024
[5] Total Coverage RTD Protein Drinks 52 w/e 1st September 2024
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