KELLOGG’S HELPS RETAILERS POCKET MORE PROFIT

Kellogg’s has announced a new initiative which will see improved shared margin across cereal PMPs and bigger convenience packs on the shelves, to meet evolving shopper needs.

The cereal giant will soon ship a new, value-driven range of larger Price-Marked Packs, with reversible packaging design, targeted at the convenience shopper.

The new PMPs will increase in size and be marked at £2.99, instead of the traditionally smaller £2.19 sizes sold across the sector. The larger size and higher price will create an increase in profit margin for the both the wholesaler and retailer, while adding value for the shopper.

Kellogg’s cereals for the convenience sector will also showcase an innovation in pack design. With reversible packaging, the new packs can be displayed horizontally or vertically, to give flexibility to the retailer.

Kellogg’s senior channel manager - wholesale, Jonathan Hunt, said, “Convenience cereal shoppers tend to be families on a planned top-up mission, buying big brands in larger packs. With that in mind, volume per trip is rapidly increasing in convenience stores – so by moving our PMP range to bigger packs, we’ll be offering more of what the shopper wants, while increasing sales and profit for wholesalers and convenience stores.

“The new option for packs to be displayed horizontally on the shelf, combined with the PMP sizing, represents just a fraction of our commitment to keeping sales simple and efficient for convenience store owners, in an ever-changing market.”

Kellogg’s £2.99 PMP range will be available to ship to convenience stores from mid-November. The range includes Crunchy Nut, Corn Flakes, Coco Pops, Special K, Rice Krispies, Bran-Flakes, Frosties, Fruit & Fibre, Krave and Variety.