Premier Foods Lowers Prices Of Price-Marked Packs Across Popular Shopper Favourites

Exclusive to the convenience channel, Premier Foods is reducing the price of its price-marked-packs (PMPs) across selected lines for Ambrosia and Batchelors. Premier Foods is on a mission to help retailers make the most of the growing value opportunity which will see the nation’s favourite noodle block1, Batchelors Super Noodles reduced from £1.45 to £1.09, and selected Ambrosia cans dropped down from £1.95 to £1.50*. 

The move comes as shoppers continue to put PMPs in their baskets, as they can visibly see the value they are getting on their favourite products. In fact, three-quarters (75%) of shoppers say PMPs give them confidence in price2 and more than half (54%) of shoppers bought PMPs in the impulse channel during the past year3, reasserting the importance and relevance of value perception in convenience.  

This launch follows the success the brand has already seen with Batchelors and the first PMP Super Noodle pot back in 2023, with retailers seeing an uplift of sales since launch4 – showing the role this format plays in the channel. The price reductions will continue to help retailers display great value credentials, with the aim of driving more sales amongst budget-savvy shoppers. 

Rob Craven, Customer Controller of Wholesale & Convenience at Premier Foods commented: “We know that for some shoppers, value is everything right now. They want to feel like they are getting good value for their money and PMPs are an effective and visible way of showing this in-store. From experience, we have seen just how important this format can be across our products and by lowering the prices even more, we aim to help retailers drive more volumes across popular favourites, Batchelors and Ambrosia.” 

The new PMPs, Ambrosia Rice Pudding tin (PMP £1.50), Ambrosia Devon Custard tin (PMP £1.50); Bachelors Super Noodles Mild Curry, Chicken, BBQ Beef and BBQ Bacon (£1.09) are available in wholesalers from the 18th of August.