Brand releases

Crawford’s celebrates 200 Year Anniversary with packaging revamp and new range of 69p PMPs

Date: 11-03-2013

 

United Biscuits (UBUK), is celebrating Crawford’s 200 year anniversary with the launch of a packaging redesign and a new range of 69p price marked pack’s (PMPs).

Rolling out from April, the £23m brand will deliver even greater value to shoppers through a reduction in price across its PMP range from 75p to 69p. UB is also extending the Crawford’s range of PMPs with some new additions including household favourites such as Fig Rolls, Garibaldi, Pink Wafers and Digestives.  

Crawford’s non price marked range is also being aligned to have an MRRP of 75p and the range is being expanded to include a Milk Chocolate Digestives 200g format which will be available at an MRRP of £1.10 and PMP of £1.

Established in 1813 by William Crawford, the range is now enjoyed regularly by 2.5m households.  As part of its anniversary year, this British brand which boasts a recognisable red logo, will also see new packaging rolled out across the range. The new design reflects the brands heritage with a 200 year anniversary strapline, a clearer design featuring large product images and prominent price flashes on pack to increase on shelf stand out.   

Mark Sugden, Director Market Strategy & Planning at UBUK, commented: “With a 1/3 of shoppers more likely to purchase an item if price marked and the ever increasing pressure on the consumers’ purse, the new Crawford’s PMP range provides retailers with the right products to take advantage of the UK’s love affair with biscuits, at an affordable price. Consumers are increasingly seeking value for money from brands they can trust and with 200 years expertise in biscuit baking; Crawford’s fits the bill perfectly. We’d therefore recommend retailers get stocked up to take advantage of the sales opportunity the range offers.”