FrieslandCampina has launched a £1.69 price-marked pack (PMP) variety of its 250ml Chocomel cans, with plans to expand the offer to its share pack this summer.

The supplier says the move is designed to help retailers drive impulse purchases and bring incremental shoppers to the brand.

It coincides with Chocomel’s latest £10m TV campaign, ‘Sharing not required’, which is expected to reach 80% of UK adults eight times.

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Gabriella Sudal, marketing manager NPD at FrieslandCampina UK, said: “As Chocomel performs so strongly across convenience and impulse shoppers, we saw a truly exciting opportunity to further increase category frequency with an exciting new PMP offer.

“As well as this, we’re pleased we can continue to offer great value to consumers in this channel with the PMP, protecting retailer margins whilst ensuring a positive price perception among shoppers. As purse strings tighten, it’s important that we deliver compelling and competitive value for money for our customers, and support retailers in driving their premium milk drink sales, whilst remaining front of mind with those looking for a deliciously indulgent, premium drink.”

The supplier will support the PMP with van sales and in-depot takeovers for convenience retailers.

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