Britvic is aiming to drive incremental sales of carbonated drinks in 330ml cans through a new price-marked mix and match promotion.
The company says the move will allow retailers to tap into the canned drink market, which had eight million buyers in the UK in the year leading up to April 2018 , and potentially unlock a £53 million category opportunity.
Britvic has launched a new mix and match can promotion, which follows its mix and match offer on PET bottles, which displays the £1.70 multi-buy PMP to encourage shoppers to pick up two bottles instead of one. The promotion offers shoppers two cans for £1 and retailers benefit from a 40% profit on return, as well as helping to increase basket spend. The new promotion is running across the Britvic and PepsiCo portfolio including Pepsi Max, Pepsi Max Cherry, Diet Pepsi, Pepsi Max Ginger, 7Up Free, Apple and Orange Tango cans.
Trystan Farnworth, commercial director, Convenience & Impulse at Britvic, commented: “The promotion on bottles has been really successful, eight million bottles sold in symbols and independents this year – that equals fifteen sold every minute!
“Research has shown that in the carbonated soft drinks range, cans drive incremental growth to PET, adding £13.6 million to the out-of-home market in the 12 months leading to April 2018, so it’s really important for retailers to ensure they stock a range of brands in this format. To support the promotion, we have a range of POS toolkits available which feature our can range, PMP and the mix and match messaging. This promotion offers fantastic profit for retailers and reassures shoppers that they are getting great value.”