This year a record number 6.8 million pancake batter units were sold around Pancake Day (+7% on the previous year)*.
Betty Crocker, the UK’s No. 1 baking mixes brand* has retained its crown this year.
The brand’s support around Pancake Day 2010 has helped to nearly double sales since last year with unit sales up 45% and value sales up 43%*. The brand also experienced the best- ever distribution for its ‘Shake to Make’ range, at over 99%**. This has made Betty Crocker the clear No.1 brand for Pancake Day with nearly 50% value share*.
Andy Foweather, Sales Director, General Mills UK, says: “Pancake Day is a profitable event which is critical in terms of driving volume and value in the total baking mixes category. It also has a proven halo effect on purchasing within the category and it should be a key date in retailers’ calendars.”
Capitalising on this event Betty Crocker ‘Shake to Make’ Pancake Mix is helping the brand to drive growth within the total baking mixes category. Betty Crocker is currently worth nearly £15 million (+36% year-on-year) and accounts for 24% of the category***. The brand also is No.1 in brand penetration within the category at 12.6%, recruiting additional 601,031 households into the brand over the last year****.
The total Betty Crocker brand will benefit from over £1million marketing support campaign this year, to attract new consumers to the category, building on the need to make time for family moments. This will include a national TV campaign and a recent contemporary new packaging design across the whole range.
* IRI Total Grocery Outlets, 5 w/e 27 Feb 2010 (value share, unit/value sales)
** IRI Major Mults 5 w/e to 27 Feb 2010
*** IRI Total Grocery Outlets 52 w/e 12 June 2010
**** Kantar 52 w/e 13 June 2010
General Mills UK & Ireland
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