Coca-Cola Europacific Partners (CCEP) has announced the launch of two price-marked packs (PMPs) to its Costa Coffee ready-to-drink (RTD) Latte range, to help convenience retailers drive incremental sales within the RTD chilled coffee segment.
Rolling out across Britain in January, the 250ml PMP RTD cans of its best-selling Costa Coffee Latte and Caramel Latte variants will support the strong growth of the brand and the overall RTD chilled coffee segment, the company added.
Costa Coffee is the fastest growing major brand within RTD chilled coffee in independent convenience, up 46 per cent in value vs 12.5 per cent for the total segment, and contributing more incremental value sales than any other major brand within independent convenience, according to Nielsen figures. The Costa Coffee RTD range is now worth £24m across total GB.
“Sales of price-marked soft drinks in independent convenience continue to grow, in fact they were up by 35 per cent last summer in comparison to the quarter before,” commented Helen Kerr, associate director of portfolio development at Coca-Cola Europacific Partners GB, said.
“Shoppers perceive them as offering better value which in turn helps to drive sales for retailers. It also offers a point of difference that shoppers can’t get in larger stores. In short, we now want to help convenience retailers to offer visible value on a premium product from the nation’s favourite coffee shop, particularly as the weather improves throughout the year.”
The launch will be supported by a new Costa Coffee RTD brand campaign entitled ‘Lift up your Break’ which encourages consumers to add an RTD Costa Coffee to a morning or lunchtime break. The campaign will run for three months and includes social media, PR, outdoor advertising and will tap into Costa Coffee’s customer loyalty club members.
The new PMP formats follow on from the success of Costa Coffee’s first ever on-pack promotion in the summer, which also saw the brand give independent convenience retailers across the country the chance to win a share of £7,500 in cash for themselves and for a local good cause or charity in their community.
Convenience retailers can request POS materials via My.CCEP.com to help generate excitement around the new PMP formats in-store.