Exclusive to the convenience channel, Premier Foods is reducing the price of its price-marked packs (PMPs) across selected lines for Ambrosia and Batchelors, helping retailers make the most of the growing value opportunity which will see Batchelors Super Noodles reduced from £1.45 to £1.09, and selected Ambrosia cans dropped down from £1.95 to £1.50.
The move comes as shoppers continue to put PMPs in their baskets, as they can visibly see the value they are getting on their favourite products. In fact, three-quarters (75 per cent) of shoppers say PMPs give them confidence in price[ and more than half (54 per cent) of shoppers bought PMPs in the impulse channel during the past year, reasserting the importance and relevance of value perception in convenience.
This launch follows the success that Premier Foods says the brand has already seen with Batchelors and the first PMP Super Noodle pot back in 2023, with retailers seeing an uplift of sales since launch – showing the role this format plays in the channel. The price reductions will continue to help retailers display great value credentials, with the aim of driving more sales amongst budget-savvy shoppers.