• Walkers launches multipack and new larger £2 RRP PMP sharing bags to offer retailers and shoppers added value
  • 88% of sharing purchases are taking place outside of the impulse channel[1], presenting a great opportunity for retailers to extend their sharing range to encourage this spend in their stores
  • Ensuring visibility of RRP PMPs is vital, especially at a time when shoppers are purchasing larger share bags and multipacks to enjoy at home with their families or households

Walkers is introducing new RRP price-marked packs (PMPs) across a number of its multipack and sharing bag lines, to offer everyday value to shoppers. For the first time, two multipack SKUs will include a recommended retail price-marked flash; Walkers Classic Variety and Quavers Cheese 6-packs. New larger Doritos and Walkers Sensations RRP PMP sharing bags will also launch with an RRP of £2, having increased in size by 20g.

Matt Goddard, wholesale trading director at PepsiCo, comments: “As we begin the slow transition out of lockdown, larger packs will likely to continue to dominate over singles. Additionally, 65% of shopping trips to symbols and indies consist of take-home products[2], but 88% of sharing purchases occur outside of the impulse channel[3]. This presents an opportunity for these stores, as retailers can capitalise on a bit of the market traditionally purchased ‘elsewhere’.

“We hope that our new range of multipack and £2 RRP PMP sharing bags – that are exclusive to the convenience channel – will help retailers to continue to thrive as we begin the move out of lockdown, and when people will see less restrictions on socialising responsibly.”

“In regards to multipacks specifically, we have seen them perform extremely well – growing by +15.6%[4]. Therefore, we felt it was important that we launched a multipack RRP PMP format that helps retailers to signify the great value to their shoppers. We’ve also ensured these new offerings are available in an accessible case size for retailers – recently made smaller to make it easier for smaller stores to use.”

“The RRP PMP opportunity for retailers to capitalise on here is massive, so we wanted to share our three top tips for retailers when it comes to communicating the value on offer instore:

  • Visibility – The key to communicating value with shoppers is to firstly ensure RRP PMPs are highly visible.
  • Display – This can be done by displaying PMPs together on shelf, or within a separate fixture specifically for these types of value products.
  • Social media – To increase prominence further, retailers can also utilise social media assets to make their customers aware of the Walkers RRP PMPs they have in their stores.”

The £2 RRP PMPs will be available across 3 SKUs – Doritos Chilli Heatwave, Doritos Tangy Cheese and Walkers Sensations Thai Sweet Chilli, and offer better value than the existing 65g £1 RRP bags.

Walkers RRP price-marked multipacks and sharing bags will be available from 8th March in wholesale, and Symbols and Independents.

[1] Missions: KWP, TH & AFH panels combined, value share. Pre-Covid: Jan-Feb 2020, actual share; Now – Mar-June 2020, KWP, TH & AFH panels, Trip, 52 w/e June 2020

[2] Missions: KWP, TH & AFH panels combined, value share. Pre-Covid: Jan-Feb 2020, actual share; Now – Mar-June 2020, KWP, TH & AFH panels, Trip, 52 w/e June 2020

[3] Missions: KWP, TH & AFH panels combined, value share. Pre-Covid: Jan-Feb 2020, actual share; Now – Mar-June 2020, KWP, TH & AFH panels, Trip, 52 w/e June 2020

[4] Nielsen Indies & Symbols data 2020 WE 26.12.2020

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