Walkers is launching larger case sizes across several of its best-selling price-marked pack (PMP) SKUs, to help retailers avoid losing sales of Britain’s most loved crisps. The move will see cases grow to 18 packs, helping retailers make the most of PMPs, as the format continues to be an engine driver for snacking sales in store.
The move from Walkers comes as PMPs continue to drive the category within the channel and offer retailers a good opportunity to grow sales. Sharing PMPs remain the number one contributor to category growth, with the segment now 48 per cent larger than it was two years ago. This format also provides consumers with an accessible price point, which they continue to seek in store. Within Walkers own portfolio, PMPs are currently growing at +21.4 per cent. The increased case size is set to help retailers maximise this growth opportunity and cater to shopper demand, by offering more product per case.
“PMPs continue to be of great importance to convenience retailers," said Mike Chapman, Head of Wholesale at PepsiCo. "For a long time, this format has been the catalyst for growth in the Savoury Snacking Category. By making our case sizes larger, retailers can not only avoid losing sales but also continue to meet shopper demand for PMPs. The new cases will roll out across best sellers from our core HERO 25 range, providing an excellent choice for stores looking for strong returns from well-loved brands that deliver on taste and enjoyment.”
Prior to launching, Walkers has worked collaboratively with retailers to better understand how the new case sizes could impact the channel and how to achieve a smooth transition.
Mandeep Singh, owner of Spar and Spar Express in Sheffield, commented: “As retailers, we are always looking for ways to streamline our business and ensure we are offering our customers the products they want. The larger PMP cases will allow us to better manage our stock with the demand for PMPs we are seeing, without taking up valuable space in our stockroom.”
Mike Chapman continued: “Our latest initiative is just another example of how we continue to work with retailers to ensure the changes we are making have a positive impact on them and their community. We will continue to work closely with retailers ahead of the rollout and stay close to them throughout the transition.”
The move will also help Walkers towards their broader sustainability goals, as the business continues to look to reduce the amount of packaging used. The changes are set to reduce greenhouse gas emissions associated with making these cases by four per cent, through the addition of 20 per cent extra selling packs in each case.
Walkers will continue to work closely with retailers during 2024 to ensure product development is in line with the needs of its stockists. The extended case sizes will be available across the Walkers and Doritos ranges.
Brian McLister
