Nestlé Confectionery is aiming to drive impulse sales and profits for convenience retailers with the introduction of a new smaller size outer across a range of its best-selling singles including all the ‘2 for £1’ price-marked packs (PMPs).
The rollout of the new size 24-count outer will begin this month and is a permanent change to the outer size. The core lines that will move to the new outer include KitKat 4 Finger, Kitkat Chunky, Aero Peppermint Medium, Aero Milk Medium, Toffee Crisp, Yorkie Original and Yorkie Raisin and Biscuit, while Rowntree’s Fruit Pastilles and Polo Original, Sugar Free and Spearmint will all move to a 32-count outer. Smarties will also be moving to the 24-count outer at a date still to be confirmed.
The new outer size is designed to benefit both consumers and retailers. For retailers the smaller outers require a lower cost outlay compared to larger outers and are therefore beneficial to cash flow. Consumers will be able to buy products at their optimum quality, as smaller outers will sell through shops quicker ensuring products are fresher.
The move follows on from another Nestlé initiative to benefit the wholesale and convenience channel, which saw a permanent ‘2 for £1’ price mark flash launched on the front of a range of singles earlier this summer. These packs are exclusive to the channel.
Both PMPs and standard non-PMPs will be available in the 24-count outers.
In addition, the new size outers will all benefit from a redesign to create consistency and alignment across the Nestlé Confectionery brands.