Ready-to-drink (RTD) protein brand, Ufit has launched a new range of price-marked-packs (PMPs) into wholesale and convenience channels.
The packs are available across all core Ufit flavours with a fixed price point of £1.79, replacing the current duo impulse packs.
The new packaging, featuring Ufit’s 22g Protein 310ml bottles, will initially be launched in Spar, Nisa, and Filshill stores, with broader distribution planned for January 2025.
The updated pricing is aimed at drawing new shoppers into the growing RTD protein category, particularly in the convenience and impulse channels.
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With a 30% market share in the RTD protein market and leading sales in the impulse sector, Ufit hopes the new PMP will boost accessibility and product loyalty.
Richard Northridge, sales director at Ufit, highlighted that the competitive pricing is designed to make the brand more appealing to new consumers and loyal fans alike.
“Tapping into the shift in consumer behaviour towards single-price options, this PMP launch not only meets the demand for attractive pricing but also gives us a great opportunity to expand our reach into convenience sector, which has so much potential for the category,” he said.
Ufit will support the launch with a Spar TV campaign in January 2025, as well as in-store advertising and digital promotions.
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