Nestlé Confectionery is set to launch an on-pack price promotion exclusively for the wholesale and convenience channel, which will feature a number of its best-selling impulse lines including Kitkat, Rowntrees and Aero.
The promotion will be available from March 30 and offers Kitkat 4-finger milk, Kitkat Chunky Milk, Rowntrees Fruit Pastilles, Aero Milk, Aero Peppermint and Toffee Crisp impulse lines at 2 for £1 in price-marked packs. Non-price-marked packs will also still be available.
Nestlé Confectionery says independent research has shown that in terms of promotions on-pack both retailers and shoppers believe a multibuy price promotion is more motivating than either rounded price points, discounted prices or a percentage extra free. Seventy per cent of shoppers questioned said a multibuy price-promotion, such as two for £1, would encourage them to make a purchase.
A Nestlé UK & Ireland spokesperson said: “Price-marked packs are known to benefit both shoppers and retailers alike, with shoppers feeling like they are getting a bargain while retailers benefit from an increase in sales. For retailers looking to capitalise on this promotion we recommend displaying the range of featured packs together in an off-shelf display.”
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