CCEP introduces lower price points for PMPs across portfolio

Coca-Cola European Partners (CCEP) has introduced lower recommended price points for price-marked packs (PMPs) across the Coca-Cola range.

1.75l bottles of Coca-Cola Zero Sugar – including the popular cherry and vanilla-flavoured variants – and Diet Coke are now available in a £1.75 PMP, and 1.5l bottles of Coca-Cola Original Taste and Coca-Cola Cherry are now available in a £1.95 PMP.

CCEP said the move aims to help retailers take advantage of the growing at-home consumption trend, as sales of larger pack formats have increased in recent weeks.

“Since the country went into lockdown, consumer behaviour has been evolving. Whilst we all hope things go back to normal as soon and as safely as possible, we can be pretty certain of some long-term changes in the way people shop, which suppliers and retailers must adapt to,” commented Alison Adderley, field sales director at CCEP.

“Coca-Cola original taste is the number one soft drink in GB, Coca-Cola Cherry is the biggest-selling Cherry Cola in GB and flavoured light colas continue to grow [Nielsen].  By making these much-loved drinks available in an even more appealing PMP, we’re helping retailers respond to a number of key shopper demands.”

CCEP has also urged retailers to prepare for the easing of lockdown measures in the coming weeks, which could lead to increased demand for smaller formats, as people look for refreshment on-the-go.

The company has made available 500ml bottles of Coca-Cola Zero Sugar – including cherry and vanilla flavours –in a £1 PMP, as do Diet Coke Sublime Lime and Diet Coke Twisted Strawberry to catch shoppers’ attention.

“PMPs offer visible value, reassuring shoppers that they can get the products they want, without being overcharged. In fact, PMPs account for over 60 percent of total soft drink sales in independent and symbol convenience stores,” Adderley said.