Kellogg’s launches new single price point on its price-marked cereals
Kellogg’s is set to get convenience tills ringing early in 2015 as it introduces a new single price point across its price-marked cereal range.
From January 2015, all individual PMP cereals in the Kellogg’s portfolio will be priced at £2.19rrp, a move which will boost incremental sales in the channel. No packs are going up in price and all packs remain the same size, therefore offering increased value to the shopper (selling price is at the sole discretion of the retailer).
According to the cereal giant, the decision to align the cost of its price-marked cereal packs will give retailers greater direction on their must-stock products, as well as provide shoppers with more added value.
Nick Dawson, UK Sales Director of Specialty Channels at Kellogg’s UK, said: “These £2.19 packs are big news for the channel because it’s the first time we’ve brought our PMP cereals together under one price point and it’s an attractive offering for shoppers.
“Our research shows that PMP alignment of £2.19 is not only a great price point, but also makes the core range stand out on fixture more, driving sales.
“We know retailers don’t have elastic shelves and having a single price point gives them clarity on what they should stock and provides a consistent message which makes merchandising their range much more simple.
“Shoppers love to grab a bargain so we are giving them great value tasty cereal at a competitive price which will increase sales in store".
There will now be 11 Kellogg’s cereals listed in the £2.19 range which includes; Frosties (375g), Coco Pops (295g), Rice Krispies (340g), Corn Flakes (500g) Crunchy Nut (375g), Special K Original (300g) Special K Red Berries (300g) Kellogg’s Variety Packs, Fruit & Fibre (375g) Bran Flakes (500g)and Krave Choc Nut (375g).