Saputo Dairy UK has announced changes to its Cathedral City price-marked-pack (PMP) range, introducing a consistent price mark of £2.49 across the brand’s block, grated and sliced PMP formats.
Standardised case sizes of six will also be rolled out this month across all price-marked formats to align the range.
“PMPs are a proven vehicle to showcase value to shoppers in the convenience channel, and demand for them is only increasing – PMPs now reportedly feature in over half of convenience baskets,” commented Neil Stewart, Saputo Dairy UK cheese marketing controller.
“Our range of Cathedral City PMPs remains incredibly popular; our 200g price-marked blocks are notably among the top-performing branded block lines in Symbols & Independents and we are confident this refresh will further strengthen our position.”
As part of the range renovation, the brand will also get a refreshed packaging design across its block and grated PMPs. Showcasing its provenance, packs will see a Union Flag added front of pack. Cathedral City also holds a Royal Warrant from the Queen, which will appear front of pack on renovated PMP blocks.
Alongside these design changes, shelf-ready packaging (SRPs) across the range will also be updated to maximise shelf stand out and improve visual consistency.
With two thirds of convenience shoppers now reportedly being more mindful of their spending habits than before the pandemic and some 60% claiming to be very aware of product prices in convenience stores, the move aims to support convenience retailers in offering better value for money to their customers at the fresh top up shop. It is also hoped that the newly aligned price and case sizing will enable retailers to better cross promote in-store, whilst also supporting efficient stock management.
“With consumer focus on value for money heightened as the financial impacts of the pandemic continue to unfold, C-stores are now facing increasingly intense competition from the multiples and discounters,” Stewart said.
“Our price-marked range refresh aims to help convenience retailers navigate this post-pandemic channel shift and to retain the trust and confidence of their shoppers, with a more competitive price mark, offering better consumer value. Our newly-unified range price-marking also opens up the potential for retailers to cross-promote these products across the range.”
New price marked packs will roll into stores throughout June. Non-price-marked packs will also continue to be available.