October 9
Magners Orchard Berries introduces new PMP to the off-trade
Magners has unveiled a new Magners Orchard Berries can for the impulse channel in response to consumers increased demand for price marked packs in the UK.
The new-look Magners Orchard Berries 4x500ml PMP (ABV 4%) will be available from November and is in response to the growing trend for the easy-to-carry can format in the impulse channel. Price marked packs are relatively new to the alcohol market and since their introduction have become increasingly popular, up 15 per cent in the impulse channel from 2012 to 2013 (Nielsen Scantrack - 160814).
The launch of the new price marked pack follows the successful introduction of the Magners Original can in May 2013 which saw growth of 65 per cent over the last twelve months (Nielsen Scantrack - 160814). As well as featuring the newly designed Magners Orchard Berries can, the new multipack will also feature a prominent front-of-pack price label for added standout on shelf.
Made from ripe strawberries, tangy raspberries and zesty blackcurrants, the new look Magners Orchard Berries was launched to the off-trade experiencing a 57 per cent growth increase over the last 12 months (Nielsen Scantrack - 160814).
Ed Shoebridge, Head of Customer Marketing at C&C Group, says: 'Price marked packs (PMP) are becoming increasingly popular in the alcohol segment and the introduction of our new Orchard Berries PMP can is an opportunity for new drinkers to taste this great tasting cider.'
