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FMBX News
Posted: Apr 15, 2011
Sunbites NPD supported by impulse field marketing and experiential drive
Sunbites has introduced a new, colourful pack design to help drive sales by drawing consumers' attention to its great tasting flavours. The brand, from Walkers, the UK's No.1 crisps and snacks manufacturer*, is also launching a new Cheddar and Caramelised Onion flavour, in line with its ongoing focus on NPD and increased consumer demand for new flavours. Taste remains the key driver in consumer spending decisions in the Crisps, Snacks and Nuts category with 70% of consumers making taste-driven purchases**.
The Sunbites brand has gone from strength to strength since its launch in 2007. It experiences the highest repeat purchase rates in the 'Better For You' (BFY) segment***, with retail sales up +11.3% year to date****.
Jon Kyle, impulse sales director for PepsiCo UK said:
"The new packaging design will help the product to stand out on fixtures and attract consumers' attention," comments. While the wholegrain credentials of Sunbites remain important and a key selling point, we believe that focussing on the great taste of the product will maintain consumer engagement and help retailers to increase sales of this innovative range."
The new packaging will be supported by a multi-million pound campaign including television advertising, press, shopper marketing and fresh, engaging content on www.sunbites.co.uk (website by agency Standout). Sunbites will also run large scale experiential sampling in city centres.
Kyle continued: "The success of our Sun-Ripened Sweet Chilli flavour presents an opportunity for independent retailers. Its popularity in grocery provides a strong indication of its growth potential in impulse. Independent retailers should ensure they have availability of the most popular Sun Ripened Sweet Chilli and the Sour Cream & Cracked Black Pepper variants. Their performance in the total market and the improved stand-out on shelf presents an opportunity for impulse sales."
* Nielsen value MAT to 13.03.11
** PepsiCo Segmentation Study, 2008
*** TNS, 52 weeks ending 08 Aug 10
**** Nielsen, MAT to 12.03.11
***** HIM! 'Driving footfall to convenience' report 2010
