Following the success of its price-marked pack (PMP) range last year which drove an uplift of up to 70% in unit rate of sales on individual flavours, Lucozade is reintroducing its 79p PMPs across a wider range of products during 2015.
Launching on Monday 16th March, the limited edition PMP range will be available exclusively to convenience retailers. The 79p price flash will be present across key SKUs, including the recently launched Lucozade Energy Grafruitti and Lucozade Sport Mango & Passion Fruit.
Also in March, Lucozade will introduce new formats across its award-winning Lucozade Energy ‘The Brazilian’ Mango & Mandarin flavour, to cater for a broader range of consumption occasions, with new 380ml and 1 litre bottles.
Lesley Stonier, Lucozade Energy marketing manager, said: “Sales of PMPs are set to grow, with 44% of consumers telling us that they would buy PMPs on impulse, with soft drinks having the highest purchase intent of any product category.
“Retailers stocking the new 79p PMPs can therefore expect to see an increase in footfall and uplift in sales. This year we are pleased to be launching the initiative across even more flavours, enabling retailers to really take advantage of the promotion and drive sales within the category.”
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