PMPs for Warburtons’ Pittas

Warburtons is launching a new £1 Price Marked Pack for its popular Sandwich Pittas to help Convenience retailers capitalise on the fast-growing Sandwich Alternatives sector.

Exclusive to the convenience and impulse sector for just four weeks, the new packs feature a £1 price mark flash on the front of pack with the White variant being available from 5th November 2012 for four weeks, and the Brown variant launching on 30th December 2012.

Martin Baptie, Category Strategy Controller at Warburtons, said: “The launch of Warburtons Sandwich Alternatives range including our Pittas, has driven overall growth in this sector more than any other brand, helping to satisfy shopper needs and growing bakery category sales. Our new Price Marked Packs are designed to help retailers increase sales by ensuring a positive price perception with shoppers, giving them the confidence that they are getting good value for money during these difficult economic times.”

The Sandwich Alternatives sector has seen the highest year-on-year growth within Wrapped Bakery, reflecting consumers changing needs and tastes as they introduce more variety into their diets. It is now worth £207m, selling 212 million units.

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