Innocent Drinks has launched price-marked packs (PMPs) for two of its SKUs as part of a strategy to expand its share in the impulse channel.
The 750ml price-marked packs of orange juice smooth and apple juice have exclusively launched with Co-op Wholesale in Nisa fascia stores this week, with a price mark of £2.49, before being rolled out to other convenience and symbol retailers.
The brand noted that the new £2.49 recommended retail price (RRP) offers consumers and targeted retailers a competitive price point compared to other options in the market, where the average price is £3.10.
Tom Vernon, Senior Commercial Manager at innocent drinks, commented: “At a time when shoppers are looking for great quality at a price they can trust, price-marked packs offer clear value on-shelf and help drive confidence at the point of purchase.
“By introducing them across two key SKUs, we’re helping our partners respond to consumer needs whilst offering our drinkers a competitive price point. With few chilled-juice brands currently offering price-marked packs, we’re excited to be bringing the delicious goodness of fruit and veg to even more places.”
