Vimto Soft Drinks is to launch a £1 PMP for its premium sports and energy soft drinks range Extreme in January, with a view to boosting sales for retailers in the convenience channel in the New Year.
The two products within the range, Extreme Energy and Extreme Sport, will both be available in a new 500ml £1 PMP. The launch will be supported by van sales distribution drives and in depot activity where all displays will be fully dressed with POS material.
Extreme Energy is a carbonated stimulation drink, available in a unique black bottle containing caffeine, taurine, glucosamine and vitamins. Extreme Sport is a still tropical flavoured drink. It is the only action sports focused isotonic sports drink on the market and contains glucose and dextrose to replenish lost fluids and carbohydrate stores during and post exertion.
Extreme Brand Manager, Nina Uttley said: “The introduction of the £1 PMP will benefit retailers as we know PMPs improve on shelf visibility, increase uptake in store and encourage repeat sales. PMPs are welcomed by shoppers looking for great value for money, particularly in the New Year when consumers are likely to be even more cash strapped.”
The range will be available in convenience as a £1 PMP throughout January and February and again at key seasonal trading periods throughout the year.