Key Summary
- PMPs announced across Ambrosia and FUEL10K ranges
- Available across leading products in granola and porridge pots line-up
- To support launch, Premier Foods has partnered with retail app *shopt for shopper rewards
Premier Foods is strengthening its breakfast offering in the convenience channel with the launch of new price-marked packs (PMPs) across its Ambrosia and FUEL10K ranges. The rollout aims to support independent retailers by providing shoppers with clear and visible value, helping to drive stronger rates of sale across key breakfast products.
The breakfast occasion is now the number one in-home meal moment, accounting for 18 billion occasions annually and worth £11 billion in the UK. Research has shown that PMPs help build shopper confidence in price, which is especially important in the current landscape. So, when paired with FUEL10K and Ambrosia, two well-known and trusted brands, the new PMPs are perfectly placed to deliver on three key shopper demands: taste, convenience and value.
The new PMP format will be available across leading products in FUEL10K’s popular granola and Ambrosia’s delicious porridge pots line-up, catering to both at-home and on-the-go occasions. This marks the first time that FUEL10K, one of the top-performing granola brands in convenience, will be available in price-marked formats, giving retailers the opportunity to capitalise on the brand whilst offering shoppers confidence on price.
“We know that convenience shoppers are on the lookout for easy and tasty options when it comes to breakfast,” said Rob Craven, Customer Controller of Wholesale & Convenience at Premier Foods. “FUEL10K and Ambrosia breakfast products are already worth more than £6m in convenience and growing at 11 per cent compared to last year. There is a clear opportunity for retailers to capitalise on this opportunity by offering popular products in formats that give shoppers confidence in price. Our new PMPs across key FUEL10K and Ambrosia breakfast products will help them drive incremental breakfast sales.”
To support the launch, Premier Foods has partnered with retail app *shopt, offering independent retailers a £3 reward when they stock Ambrosia Apple & Blueberry and Golden Syrup Porridge PMPs together, and FUEL10K Chocolate and Super Berry Granola PMPs alongside each other, available for up to 345 redemptions for each product range (terms and conditions apply, subject to availability*). The campaign will further raise awareness and support trial across the impulse channel.
The new PMPs, Ambrosia Porridge Apple and Blueberry & Golden Syrup (PMP £1.19); FUEL10K Granola Chocolate and Super Berry (PMP £2.99) are available for retailers to order via Bestway, Unitas and Sugro wholesale depots, subject to availability.