British crisp manufacturer Golden Wonder has released its best-selling flavours in £1 pricemarked packs (PMPs).
New additions to the brand’s £1 PMP lineup include: Cheese & Onion, Spring Onion, Salt & Vinegar and Chip Shop Curry flavours.
The firm claims that while inflation pressure is forcing many brands to move above the all-important £1 price-point, Golden Wonder is committed to putting customers first. It claims that £1 PMPs are a must-stock, having been the main driver of snacks category growth within independents and symbols over the past four years - growing over three times faster than the market and accounting for half of all sales [Circana].
“Having spoken to retailers and consumers, the importance of sticking to the £1 price-point comes through loud and clear,” explains Matt Smith, marketing director for Golden Wonder. “The squeeze on consumers means independent retailers must give their customers confidence that they are getting great value through PMPs. Instead of raising the headline price of our £1 PMPs, we’re sticking with £1 – demonstrating Golden Wonder’s commitment to making great-tasting snacks, with great consumer value, whilst also delivering strong retailer margins.”
This commitment to £1 has helped Golden Wonder’s £1 PMP Snacks range outperform the market within independents and symbols (+22.6% vs +9.9%) (Circana).
With 64% of consumers willing to switch brands for a lower price (Norstat), the company is confident that the new PMPs will be a hit.
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