ORANGINA is available in a price marked pack for the first time, available now to wholesalers, symbols and independent outlets.
The new £1 mark is found on the printed shrink wrap of 420ml bottles of Orangina.
Coinciding with the launch, Orangina is investing in store activation within independent retailers and wholesalers with activities including shelf barkers and strippers as well as posters designed to draw attention to the new pack.
Orangina said it has launched the new package to meet “growing demand” for PMPs, particularly in independent and symbol stores.
Parent firm Lucozade Ribena Suntory reports that PMPs currently account for 13% share of total value sales in UK soft drinks, with more than half of soft drinks in independent and symbols sold in this format.
Roxana Parvizi, senior marketing manager for Orangina said 2016 was a “hugely successful year” for the brand, “and we’re thrilled to be able to continue to build on this by extending our portfolio to include a price marked pack, which we are confident will unlock sales growth for our important retail partners.”
Parvizi reckons shoppers are “looking for ways to spend less without compromising on quality”, and so there has never been a better time for Orangina to launch a PMP.
Orangina is also available to retailers in a 420ml PET bottle for a RRP of £1.20. The brand can also be found in licensed premises in a 250ml glass bottle format.