Ready-to-drink (RTD) protein brand UFIT is launching a new range of price-marked-packs (PMPs) into the wholesale and convenience channels from this month. Available across all core flavour shakes, the range aims to attract new shoppers with a £1.79 fixed price point, replacing its current duo impulse packs.
The updated packaging will feature across all UFIT 22g Protein 310ml bottles, with an initial launch in Spar, Nisa, and Filshill and wider distribution to follow in January 2025.
As the UK’s leading RTD protein brand with a 30% market share, UFIT is at the forefront of the category. This is highlighted further by its performance in the impulse channel, where it sells more RTD protein bottles than any other brand.
Richard Northridge, Sales Director at UFIT, said: “This is a big moment for UFIT. Competitively priced, our new packs create an attractive entry point for new consumers who have never tried a protein drink before – as well as a great deal for our fans.
“Our goal is to help people get the most out of every day by bringing protein to the masses, with a range of convenient drinks that “fit around you”. Whether you’re on the move, busy at work or looking for something to keep you fuller for longer, UFIT makes it simple and enjoyable to stay on top.
“Tapping into the shift in consumer behaviour towards single-price options, this PMP launch not only meets the demand for attractive pricing but also gives us a great opportunity to expand our reach into convenience sector, which has so much potential for the category.”
UFIT will be supporting the launch with a SPAR TV campaign in January 2025, alongside in-store retailer advertising and digital banners.
