Weetabix On The Go has unveiled a limited-edition £1 PMP range, coinciding with the launch a new year-long sales programme.
Available till December in wholesale and convenience, including Bestway, Blakemore, BRP and independent stores, the ‘Bursting with Value’ range is designed to drive impulse purchases and bring shoppers into the category.
“We’re really excited to bring this promotion to retailers,” commented Emma Varlow, general manager at Weetabix On The Go.
“Now more than ever, we know that consumers are still looking for a convenient and nutritious breakfast to give themselves a head start to take on the day, whatever that looks like. The new PMP will stand out on shelf, helping to raise awareness of the Weetabix On The Go brand and increasing visibility and sales in-store.”
The range will be supported by in-store POS. The brand said the PMPs will also be making a return in 2021.
The newly launched 12-month field sales ‘Strikethrough’ programme by Weetabix aims to get retailers to restock the On The Go range and build distribution.
The campaign will offer a series of direct-to-store packages and wholesale vouchers, as well as providing in-store advice.
“We’re working closely with retailers in the 12 months ahead to ensure they understand the benefits of stocking breakfast drinks, both as singles in the chiller area to cater for those returning to school and work, but also as multipacks for those looking to stock up for the week ahead,” Varlow said.
“We’re the leader in the breakfast drinks category and we know that when we invest strategically, we can drive total growth.”
The new price-marked packs will be available across 250ml Strawberry, Chocolate, Vanilla, Banana range (RRP: £1.49 down to £1).
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