Britvic : drives growth with PMP mix and match offer

25 Sep 2018

Britvic is helping to drive incremental sales of carbonated drinks in 330ml cans through a new price-marked mix and match promotion.

The move will allow retailers to tap into the canned drink market, which had eight million buyers in the UK in the year leading up to April 2018¹, and potentially unlock a £53 million² category opportunity.

Following on from the success of its mix and match offer on PET bottles, which clearly displays the £1.70 multi-buy PMP to encourage shoppers to pick up two bottles instead of one, Britvic has launched the new mix and match can promotion. The promotion offers shoppers two cans for £1 and retailers benefit from a 40% profit on return³, as well as helping to increase basket spend. The promotion is running across the Britvic and PepsiCo portfolio including Pepsi Max, Pepsi Max Cherry, Diet Pepsi, Pepsi Max Ginger, 7Up Free, Apple and Orange Tango cans.

This year, the can segment has seen £22 million⁴ in incremental sales and Britvic's can portfolio range has seen growth within this, showing the popularity of the range amongst customers. Pepsi Max, one of the brands in the new mix and match promotion, was the largest contributor to cola growth in the convenience market in 2017⁵, whilst Tango Apple 330ml can is the only apple flavoured carbonates can product to add value in the 52 weeks leading to August 2018, with an ROS double the amount of any of its nearest competitors⁶.

Trystan Farnworth, Commercial Director, Convenience & Impulse at Britvic, commented: 'The promotion on bottles has been really successful, eight million bottles sold in symbols and independents this year - that equals fifteen sold every minute⁷!

'Research has shown that in the carbonated soft drinks range, cans drive incremental growth to PET, adding £13.6 million to the out of home market in the 12 months leading to April 2018⁸, so it's really important for retailers to ensure they stock a range of brands in this format. To support the promotion, we have a range of POS toolkits available which feature our can range, PMP and the mix and match messaging. This promotion offers fantastic profit for retailer and reassures shoppers that they are getting great value.'

For the latest news and updates, follow Britvic's Trade Twitter account, @BritvicTrade, or visit www.britvic.com.

ENDS

Notes to editors:

For further press information, please contact: Publicasity via [e-mail]
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0345 7581781

About Britvic

Notes to Editors:
For further press information, please contact the Britvic team at Publicasity
Email: [e-mail]
Tel: [phone]
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0345 7581781

About Britvic
Britvic is one of the leading branded soft drinks businesses in Europe and South America. Britvic currently operates in and exports to over 50 countries, and is the largest supplier of branded still soft drinks in Great Britain ('GB') and the number two supplier of branded carbonated soft drinks in GB. Britvic is an industry leader in the island of Ireland with brands such as MiWadi and Ballygowan, in France with brands such as Teisseire and Pressade and in Brazil with Maguary, Dafruta and Bela Ischia.

The company combines its own leading brand portfolio including Robinsons, Purdey's, Drench, Tango, J₂O, Fruit Shoot, Teisseire, Maguary, Dafruta, Bela Ischia, Ballygowan and MiWadi with PepsiCo brands such as Pepsi, 7UP and Lipton Ice Tea which Britvic produces and sells in GB and Ireland under exclusive PepsiCo agreements.

Britvic's management team has successfully developed the business through a clear strategy of generating profitable growth in our core markets and international expansion, driven by innovation, investment in our business capability, and building trust and respect in the communities we serve and operate in. The strategy is based on creating and building a portfolio of scalable brands that offers drinks for kids, families, and adults, anywhere, at any time - helping to make everyone's every day moments more enjoyable.

Britvic is listed on the London Stock Exchange under the code BVIC and is a constituent of the FTSE 250 index. Britvic is also listed on The FTSE4Good Index which identifies companies demonstrating strong Environmental, Social and Governance (ESG) practices. The company has also been awarded an A-rating for its sustainability programme 'A Healthier Everyday' by investor analysts MSCI.

¹Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 22/04/18
²Source: IRI, Convenience data to 10/6/18 / Source: Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 25/03/18
³Based on a widely available case price of £5.99, see Wholesaler for selling price and promotions
⁴Kantar Worldpanel, out of home purchase, Total barcoded cans, 52 w/e data to 22.04.18
⁵Nielsen Total Coverage: MAT Data to 25.11.17
⁶IRI Total Convenience MAT 52w/e 05.08.18
⁷Source: IRI Symbols & Indies MAT Unit Sales of 2 for £1.70 Britvic SKUs to 05.08.18
⁸Kantar Worldpanel, out of home purchase, Total Barcoded Cans, 52 w/e data to 22/04/18