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Coca-Cola Europacific Partners (CCEP) has announced a multimillion-pound promotional campaign in Great Britain, temporarily reducing the recommended price of its 2-litre Fanta price-marked packs (PMPs) from £2.15 to £1.89. The campaign is designed to help convenience retailers communicate value and drive sales velocity during peak summer social occasions.
The limited-time "When It's Gone, It's Gone" promotion features prominent front-of-pack pricing to draw consumer attention on the shelf.
Value-Driven Pricing for Summer Sharing
The promotional price reduction applies to the core Fanta portfolio and marks the debut of a new variant in this specific larger format. The participating 2L PMP products include:
🍊 Fanta Orange: The core flavour of the brand's portfolio.
🍹 Fanta Fruit Twist: A popular mixed-fruit option.
🍋 Fanta Lemon: Introduced to the 2-litre PMP format for the first time.
The recommended price of £1.89 serves as a guide for retailers, who retain full independence to determine their own in-store pricing. Plain packs of the products remain available.
Convenience Market
The investment aims to help independent and symbol retailers capture a higher share of the summer beverage market. Within Great Britain's retail sector, Fanta remains the leading flavoured carbonate brand, accounting for nearly one in every five flavoured carbonates sold.
Data from convenience retail environments indicates that PMPs serve as a critical tool for independent operators. PMPs achieve an average of 48% higher rate of sale per week in independent and symbol stores compared to standard plain-pack alternatives. By lower-pricing these high-volume sharing packs, CCEP aims to help retailers capitalise on these velocity trends.
Retailer Support and Digital Assets
To help store owners promote the pricing update, CCEP is providing supporting resources. Independent retailers can access free point-of-sale (POS) display kits and downloadable digital marketing assets by logging onto the MyCCEP portal.
Ruth Fawcett, Wholesale & Independent Convenience Associate Director at Coca-Cola Europacific Partners GB, stated that the investment is designed to provide shoppers with trusted brands at a clear value point. By introducing Fanta Lemon to the 2-litre PMP range alongside the price adjustment, CCEP aims to give convenience store owners a practical means of driving basket spend during the summer period.
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