Orangina to launch first price marked pack

Orangina, part of Schweppes International, will launch its first price marked pack (PMP) next month.

The launch on February 6 is available on 420ml PET bottles with a £1 sign on a printed shrink wrap for shelf appeal. A 12 pack case is £6.99.

Future sales growth

Roxana Parvizi, senior marketing manager, Orangina, told BeverageDaily, the packs  meet a growing demand for PMPs, which account for 13% share of total value sales of UK soft drinks.

Currently, more than half (56%) of soft drinks are sold in independent outlets with PMPs, according to IRI research firm. 

“2016 was a successful year for Orangina and we’re thrilled to extend our portfolio to include a price marked pack – which we are confident will unlock sales growth for our retail partners,” said Parvizi.

Instore promotion

“Shoppers are looking for ways to spend less without compromising on quality and PMPs represent value. There has never been a better time to launch our first PMP to market.”

Orangina is experiencing 45.5% RSV growth year on year (according to IRI) and is worth £16.7m RSV across all channels. 

The company is also promoting the PMP launch in stores with shelf barkers and strippers to disrupt shoppers in the aisles and posters to draw attention to the packs. 

@jennyeagle