Following strong demand from convenience retailers, Birds Eye is hoping to boost sales of Frozen foods by extending its price marked pack range.
This July, Rice Fusions SKUs will join the current 20-strong line-up.
Birds Eye is working closely with convenience retailers, many of whom have advised that price marked packs are one of the most successful sales-driving mechanics in- store.
Recent research has revealed that 44% of consumers are more likely to purchase an item on impulse when price marked, and a staggering 98% of shoppers want price marked packs in store, compared with only 67% who stock price marked packs in their freezers.
The success of price marked packs is largely due to consumers feeling they are being offered a good deal and confident they are not being overcharged.
Price marked packs are driving sales within Frozen and have increased value by +16% in the last year.
Birds Eye has responded to the demand in convenience by price marking its 20 best selling SKUs, five of which are the fastest selling price marked packs in the sector:
1. Birds Eye 4 Original Beef Burgers, £1.59
2. Birds Eye Traditional Beef Dinner, £2.50
3. Birds Eye Traditional Chicken Dinner, £2.50
4. Birds Eye Chicken Curry and Rice, £1.50
5. Birds Eye Potato Waffles, £1.00
Following last year’s success of the Rice Fusions range, a microwaveable pyramid bag of rice and vegetables, Birds Eye has added SKUs Mediterranean Rice Fusions and Egg Fried Rice Fusions to its price marked pack range, priced at £1.50.
Justin Burbage, Business Unit Director at Birds Eye, said:
“We believe in the power of price marked packs in the convenience channel and feel it is important for retailers to instil confidence in local shoppers by offering products competitively priced against multiple retailers.
“The last few years have seen an influx of price marked packs into the convenience sector and they are now worth over £24 million2 in value sales. We’ve found that packs which are price marked sell faster than those that are non-marked and our top selling PMP, 4 Original Beef Burgers, has increased in value by +36% in the last year, ahead of the non-marked pack.
“Retailers should harness this strength by ensuring they keep price marked packs stocked as part of their frozen offering in-store.”