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August 14, 2012

Promo Tracker: Gu, Ben & Jerry’s up discounts

Dessert brand Gü and Ben & Jerry's ice cream ramped up the discounts they offered to UK consumers in July, according to the latest data from the just-food Promo Tracker.

By Dean Best

Dessert brand Gü and Ben & Jerry’s ice cream ramped up the discounts they offered to UK consumers in July, according to the latest data from the just-food Promo Tracker.

The two brands were among the five offering the highest average saving per promotion in July, the Tracker, compiled in association with mysupermarket-insights.co.uk.

Organic meat brand Laverstoke Park Farm offered the biggest average saving. However, Gü, owned by Noble Foods and Unilever-owned Ben & Jerry’s had a greater percentage of their SKUs on promotion.

The average saving per promotion was lower at five of the six retailers monitored. Morrisons’ average saving of GBP0.45 was the same as in June.

The proportion of SKUs on promotion at Morrisons increased, although Sainsbury’s saw the largest jump in lines on offer. In July, 40.9% of its SKUs were on promotion; in June, Sainsbury’s had 34.9% on offer.

The percentage of lines on promotion at the four other retailers measured by the Tracker fell. 

Brands    
Brand AvgSavingPerPromo PcntOfPromos
Laverstoke Park Farm £1.61 26.3%
Filippo Berio £1.41 32.8%
Thorntons £1.27 17.9%
£1.15 48.9%
Ben & Jerry’s £1.15 66%
Sma £1.13 4.6%
Sainsbury’s Taste the Difference £1.1 34.2%
Bassett’s £1.07 59.8%
Waitrose Easy to Cook £1.02 21.1%
Waitrose £0.99 20.6%
Young’s (Chilled & Frozen) £0.96 40.5%
Daylesford £0.95 43.7%
Menu from Waitrose £0.95 7.8%
Napolina £0.9 44.3%
Reflets de France £0.89 98%
John West £0.84 25.6%
Sainsbury’s Basics £0.8 0.8%
Pringles £0.8 67.8%
Tayto £0.77 17.4%
Green & Black’s £0.74 41.6%
Categories    
Category AvgSavingPerPromo PcntOfPromos
Fresh Fish £1.53 31.71
Fresh Meat £1.39 20.61
Oils & Vinegar £1.32 15.97
Boxed Chocolates £1.23 22.57
Smoked & Marinated Fish £1.17 15.5
Frozen Fish & Seafood £0.95 31.09
Cheddar Cheese £0.93 21.25
Ice Cream £0.91 42.84
Fresh Poultry £0.9 26.07
Tinned Fish £0.9 18.22
Frozen Poultry £0.85 30.56
Sugar & Sweetener £0.81 10.14
Frozen Meat £0.75 27
Cooked, Prepared Meat & Poultry £0.71 48.52
Bacon £0.7 25.88
Salt £0.69 3.17
Fruit £0.68 40.81
Breakfast Cereals £0.68 22.79
Cakes £0.68 14.17
Fresh Ready Meals £0.66 27.24
Supermarkets        
Name TotalNumberOfSKUs NumberOfPromos PcntOfPromos AvgSavingPerPromo
Tesco 35421 14261 40.26 £0.93
ASDA 29696 6227 20.97 £0.42
Sainsbury’s 24676 10095 40.91 £1.11
Waitrose 22497 6030 26.8 £1.08
Ocado 21815 6815 31.24 £1.31
Morrisons 11831 5043 42.63 £0.45

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