Coca-Cola European Partners (CCEP) is reducing the recommended price points for some of its 500ml bottle price-marked packs (PMPs). The bottler said the limited time move was aimed at helping convenience retailers drive sales of on-the-go formats and tap into the consumer demand for value.
500ml bottles of Diet Coke, Fanta, Fanta Zero, Dr Pepper and Dr Pepper Zero – including their respective flavoured variants – will be available in a £1 PMP from the middle of this month onwards. The recommended price point has been cut by 15p.
Alison Adderley, Field Sales Director at CCEP, commented: “While sales of larger, sharing packs of soft drinks have increased in recent months due to more consumption taking place in the home, a consequence of people making fewer, more planned shopping missions is that on-the-go sales have slowed
“Many consumers are increasingly focused on saving money at the moment. PMPs offer visible value, reassuring shoppers that they can get the products they want, at an affordable price. That’s why we’re introducing this short-term measure to help stimulate impulse sales for our convenience customers whilst offering recommended price points across some of our best-loved brands that are appealing to shoppers.”
During the summer, CCEP reduced the recommended price points on its 1.75l PMPs of Coca-Cola zero sugar and Diet Coke, and its 1.5l PMPs of Coca-Cola original taste. 500ml bottles of Coca-Cola Zero Sugar – including the cherry and vanilla variants – and Diet Coke flavours (Sublime Lime and Twisted Strawberry) were also included. With the latest changes, this means that all CCEP light cola’s and flavoured carbonates are now available in a £1 price-mark for a limited period.
NAM Implications:
- All part of an off-trade focus…
- …to compensate for the loss of on-trade lockdown business.
- Watch this space…
