Innocent Drinks has joined the growing list of brands adding pricemarked packs (PMPs) to their ranges with two new look SKUs.
The announcement comes as it looks to expand its share in the impulse channel, “advancing its mission to bring the delicious goodness of fruit and veg to more places,” it says.
The 750ml PMPs of orange juice smooth and apple juice have exclusively launched with Co-op Wholesale, in Nisa fascia stores from this week, at £2.49, before being rolled out to traditional convenience and symbol retailers later on.
The RRP is printed front-of-pack, offering clear price transparency to shoppers. PMPs also simplify the experience for convenience and symbol retailers, as the established brand connection fosters trust with their shoppers. The new range will be available to both existing and new retail partners.
The new RRP offers consumers and targeted retailers a competitive price point compared to other options in the market, where the average price is £3.10, Innocent advises.
Tom Vernon, senior commercial manager, said: “At a time when shoppers are looking for great quality at a price they can trust, PMPs offer clear value and help drive confidence at the point of purchase.
“By introducing them across two key SKUs, we’re helping our partners respond to consumer needs whilst offering our drinkers a competitive price point. With few chilled juice brands currently offering PMPs, we’re excited to be bringing the delicious goodness of fruit and veg to even more places.”
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