Premier Foods is strengthening its breakfast offering in the convenience channel with the launch of new price-marked packs (PMPs) for its Ambrosia and Fuel10K brands.
The rollout aims to support independent retailers by providing shoppers with visible value, helping to drive stronger rates of sale across key breakfast products.
The new PMP format will be available across products in Fuel10k’s granola and Ambrosia’s porridge pots line-up, catering to both at-home and on-the-go occasions. This marks the first time that Fuel10k will be available in price-marked formats, giving retailers the opportunity to capitalise on the brand whilst offering shoppers confidence on price.
Rob Craven, customer controller of wholesale & convenience at Premier Foods, said: “We know that convenience shoppers are on the lookout for easy and tasty options when it comes to breakfast. Fuel10k and Ambrosia breakfast products are already worth more than £6m in convenience, and growing at 11% 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. The campaign aims to 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 from Bestway, Unitas and Sugro wholesale depots.
