Airwaves PMP Bottle

Wrigley delivers value for money

January 26, 2017, 10:00 am

This February Wrigley will be rolling out three new price marked packs (PMPs) from some of its best performing brands. Top selling lines EXTRA® White Bubblemint and AIRWAVES® Menthol & Eucalyptus 46 piece bottles will be available in £2 RRP price marked packs whilst DOUBLEMINT® is expanding its mints range with a new £1 RRP price marked sharing bag.

Extra Bubblemint PMP Bottle
Extra Bubblemint Bottle

The new additions follow the success of last year’s PMP launches from best-selling EXTRA® flavours, Peppermint and Spearmint as well as PMPs in the SKITTLES® and STARBURST® candy ranges.

With more than two thirds of shoppers buying PMPs in convenience stores[1], the extended range offers consumers great value for money across even more Wrigley favourites.

They also help retailers build a sense of trust with shoppers, providing the reassurance that they aren’t being overcharged. Whilst delivering the ideal solution for consumers on the go, the PMP bottles improve rate of sale too, as purchase intent in the gum category has been shown to drop off significantly over the £2 price mark.

Doublemint PMP Bag
Doublemint PMP Bag

The EXTRA® White Bubblemint bottle has been performing exceptionally well since launch, with +12.9%[2] value sales growth. Meanwhile DOUBLEMINT® continues to thrive year on year, with 82% brand awareness[3].

In 2016, Wrigley reinvigorated the brand with a £2m investment and a new range of sugarfree peppermint flavoured mints in multiple formats. The addition of a new price marked pack which should be located in the mints section of the confectionery aisle, aims to provide retailers with a clear value for money pack to offer consumers.

Julio Guijarro, Wrigley Marketing Director for GB, commented, “We are committed to ensuring consumer needs are always satisfied by providing sugarfree gum and mints in ideal formats to be enjoyed on the go. With retailers in mind, we have launched three of our most popular lines as PMPs to appeal to their customers looking for value for money from a trusted brand. The PMP products, all of which include an eye catching RRP price flash, help retailers encourage impulse sales and maintain good margins.”

[1] Him! Omni-Channel Barometer 2015

[2] Nielsen MAT value w.e. 03.12.16 last year vs this year

[3] Wrigley GOCT survey Q2 2015


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