Pom-Bear achieved an impressive growth in terms of value (13.5% vs 5.3% total category), for its single packs and multipacks. Of particular significance, Pom-Bear grew by 36% in the impulse channel, also well ahead of the category (6.4%).

In terms of flavours in the total category, the well-established variants such as Original and Cheese are still growing, and Prawn Cocktail, which is among the 10 fastest growing flavours and the latest to be added to the Pom-Bear range, is also a strong performer (accounting for 2.9% of the total category value sales).

Marketing support

2007 saw considerable marketing investment behind Pom-Bear, with a substantial TV and on-pack promotion, and this will increase in 2008 with a record marketing spend on the brand. This will include a burst of national TV advertising planned throughout February and March, on kids’ satellite channels and a heavyweight on-pack promotion to get the year off to a great start.