Florette PMPs drive convenience channel

Florette, is transforming its approach to the convenience channel by rolling out its first-ever price marked packs (PMPs).

From early May, two of Florette’s highest-penetration, bestselling products — Florette Crispy (90g) and Florette Mixed (125g) — will feature a highly visible £1.25 recommended retail price (RSP). The move is a direct response to heightened consumer price sensitivity and is designed to build trust at the shelf-edge by offering shoppers transparent, guaranteed value.

The strategic shift is backed by substantial market data indicating a clear demand for price clarity in independent retail environments. With 60% of shoppers continuing to feel the impact of economic pressures, 65% of convenience retailers report that PMPs are a highly effective tool for driving in-store sales.

Sophie Taylor, brand manager at Florette, highlighted the mutual benefits for both consumers and store owners: “We are excited to introduce our first-ever PMPs to give shoppers absolute reassurance on value, while simultaneously supporting our convenience partners in driving their rate of sale. Clear on-pack pricing removes the barrier to purchase, helping shoppers navigate challenging economic times and making it easier than ever for them to confidently choose healthy, high-quality fresh produce.”

For independent retailers, the benefits extend beyond purely boosting footfall. The pre-priced format delivers immediate operational efficiencies by removing the administrative headache of calculating individual shelf prices, a perk highlighted by 70% of convenience store owners. By easing pricing decisions, Florette allows independent shops to remain highly competitive against major supermarket chains with minimal effort.

The introduction of PMPs is not an isolated launch; it is a core pillar of Florette’s biggest strategic brand refresh to date. The overhaul features a modernised logo and a striking packaging redesign, structured around a new overarching brand mission: “Crafted by Nature, Perfected by Florette.”

This new era for the brand aims to drive volume and loyalty through proactive health messaging, mealtime inspiration, and robust ESG-led storytelling focused on sustainable farming, community support, and protecting the planet.