Mondelez International is introducing a £1.69 price-marked pack (PMP) to its LU French biscuit range.
The PMP is available for the brand’s Le Petit Chocolat variety. Its launch comes as the flavour already ranks in the top five in the special treat segment, with 49% of its shoppers buying it in addition to their current basket.
Overall, LU was the number-one adult sweet biscuit launch in 2022. The supplier hopes to drive further sales with the PMP, as four out of five shoppers currently consider themselves price-conscious, according to IGD.
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Charlotte Parkes, senior brand manager for LU at Mondelez , said: “Le Petit Chocolat PMP has high potential to bring consumers into the LU brand. With a 32% repeat rate, LU Le Petit Chocolat is proving a success following its launch in the UK in 2022.
“We know shoppers are seeking affordable, delicious treats during challenging times to provide reassurance, with PMPs only set to increase in popularity within the impulse sector. We always strive to support retailers by including our top-selling products as PMPs and the new launch will help further establish the LU brand within the convenience channel, as well as encourage trial of the wider range.”
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