Prince’s has introduced smaller pack formats for its Trex, Britannia and Crisp ‘n Dry brands, as it seeks to appeal to the growing number of seasonal and event-driven bakers in the UK.
The 250g pack formats will replace the existing 500g sizes across the three brands, which produce a range of vegetable fats, beef dripping and vegetable oil respectively. The new formats will be available with a recommended retail price between £0.69 and £0.79.
Trex will support the launch of its smaller pack with an integrated marketing campaign under the hashtag #familybaking. Featuring on the brand’s new website, on pack and in consumer media, the campaign will focus on encouraging people to share recipes and family tips, Prince’s said.
“Crisp ‘n Dry will continue to support the launch of the 250g pack size with above-the-line investment in online, retail and in-store media,” the company added.
The brand’s convenience channel marketing director, Graham Breed, said: “We are already seeing an increase in frequency of purchase, reflecting the number of times a year people are visiting the fixture, especially since we moved to 250g. The smaller pack will appeal to new and light users, suiting their usage and provide a lower purchase price.”
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