…launch smaller packets
By Sanya Ademiluyi
Leading global consumer chocolate brands – Snickers and Milky Way are leading the way in the introduction of smaller size product packs for their brands. The two brands have recently introduced a 50 gram and 30 gram packs. A 120gram pack, with average price of N150 used to be the standard for store counter chocolate bars for most of these products.
Industry watchers believe the latest move by the chocolate makers is aimed at getting strongly into the children segment of the consumer chocolate market.By having smaller packs of 50g and 30 g which are priced at N50 and N30 respectively, the chocolate brands are making themselves easily affordable to children of school –going age.
The school age children’s market segment is the biggest for consumer products such as beverages and packaged snacks. This move should help the chocolate brands increase their sales volumes.
Such a sales strategy has been used by other food snack brands as McVites Biscuits with similar children’s market ambitions. Three years ago, McVities introduced a small pack which sells for N50,whereas, its regular product size packet sells for N200.
