Cheez-It is putting more weight behind the convenience channel with the launch of a 65g £1 price-marked-pack (PMP), giving wholesalers and independent retailers two proven flavour profiles in a format designed to drive impulse sales at a more competitive £1 price point.
Available now, the range brings together Cheese & Smokey Bacon and Double Cheese, giving retailers two distinctive flavours to drive interest to the singles fixture. Double Cheese is Cheez-It’s biggest-selling singles flavour, while Cheese & Smokey Bacon taps into growing consumer demand for bacon-flavoured crisps, snacks and nuts. Combining the bold taste of 100% real cheese with a rich, smokey bacon kick, every baked Cheez-It delivers the brand’s signature crunchy bite. Made with no artificial colours or flavours, the packs are ideal for on-the-go snacking.
Tapping into a format that accounts for almost seven in 10 convenience crisps sales, the launch comes as PMPs continue to play a significant role in the convenience fixture. PMPs now account for 80% of singles value sales across independents and symbols, with singles PMP value sales up 93% year on year.
For retailers, the £1 duo provides a straightforward way to build their singles fixture with two differentiated flavours at an accessible price point, while giving wholesalers an offer tailored to a format already established among their independent retail customers.
Rui Frias, senior marketing manager at Cheez-It, said: “Cheez-It has made a strong start in convenience with 1 in 2 shoppers coming back for more[4], and we’re continuing to build on that momentum by giving retailers the formats, flavours and price points that shoppers are looking for.
“The £1 PMP duo brings together the strength of our bestselling Double Cheese flavour with the growing appeal of Cheese & Smokey Bacon, creating an exciting proposition for the singles fixture. It’s another step in making Cheez-It an even stronger choice for retailers looking to drive impulse sales and give shoppers more reasons to pick up a pack.”
