St Pierre Groupe has announced that from the start of 2020, Paul Hollywood Ready to Bake Crusty Rolls and Multi-Seed Rolls will change from a six pack with an RRP of £1.70 to a four pack with an RRP of £1.40.
The brand has undertaken consumer research and found that the Paul Hollywood Ready to Bake products are popular among an affluent demographic living in one or two person households who value taste and quality but are concerned about food waste. Insights showed this consumer would prefer a smaller pack size to better meet their needs.
Research among retailers also showed that a smaller pack size would be beneficial allowing the trade to fit more SKUs on the shelf and avoid stock shortages, particularly at key sales periods such as Christmas and bank holidays.
Reducing the price to £1.40 will encourage trial and increase purchasing frequency, a company statement said. In addition, the new price point will allow money off promotions eg. packs for £1 and end of aisle promotions to be run more frequently, especially at peak sales times.