Weetabix On The Go, the UK’s No. 1 breakfast drink, has introduced a limited-edition £1 PMP range, designed to drive impulse purchases and bring shoppers into the category.
Launching this month, the Weetabix On The Go bottles will be available in wholesale and convenience, including Bestway, Blakemore, BRP & independent stores until December 2020. The PMP’s will also be making a return in 2021.
To help introduce new consumers to breakfast drinks, the ‘Bursting with Value’ £1 PMP range will be supported by in-store POS.
Emma Varlow, General Manager at Weetabix On The Go, said: “We’re really excited to bring this promotion to retailers. Now more than ever, we know that consumers are still looking for a convenient and nutritious breakfast to give themselves a head start to take on the day, whatever that looks like. The new PMP will stand out on shelf, helping to raise awareness of the Weetabix On The Go brand and increasing visibility and sales in-store.
In addition to the £1 PMP range, Weetabix On The Go’s team has launched a 12-month field sales ‘Strikethrough’ programme aiming to get retailers to restock the On The Go range and build distribution. The campaign will offer a series of direct-to-store packages and wholesale vouchers, as well as providing instore advice to grow awareness of the various breakfast drink mission occasions.
Emma Varlow, General Manager at Weetabix On The Go, added: “We’re working closely with retailers in the 12 months ahead to ensure they understand the benefits of stocking breakfast drinks, both as singles in the chiller area to cater for those returning to school and work, but also as multipacks for those looking to stock up for the week ahead. We’re the leader in the breakfast drinks category and we know that when we invest strategically, we can drive total growth.”
The new price-marked packs will be available across 250ml Strawberry, Chocolate, Vanilla, Banana range (RRP: £1.49 down to £1).
 Latest reference required