The data for this week's Promotrack article was collected between 1 and 3 September, which was the start of the Organic Fortnight, as stated in last week's issue of The Grocer.
One retailer that has taken the fortnight to heart is Sainsbury's, dedicating featured space promotional ends to some of its SO organic range of products.
The range captured on promotional gondola ends comprised SO organic Pinot Grigio wine 75cl, West Country cider 660ml and white rum 70cl in the beers, wines and spirits category; SO organic king prawns and mild Cheddar in the chilled/dairy categories; SO organic dark chocolate 100g in the confectionery category; and SO organic fruit juices in the soft drinks category - with all offers using the save mechanic.
Also available on featured space promotion in Sainsbury's was Grove Fresh organic juices in one-litre cartons, again using the save mechanic.
Not strictly part of the featured promotions, but also worth a mention this week was the launch of Sainsbury's organic jute bag, which is free when purchasing five or more SO organic fresh fruit, vegetable or salad items.
The Promotrack team will monitor organic promotional activity throughout the Organic Fortnight to see if any other retailers and brands step up their activity, or make their current offers more prominent. However, Sainsbury's is clearly off to a good start.
When looking at the Top Five grocery chart this week, Kellogg's leads the way with 33% of activity (up from 25% last week). The brand has offers in all five retailers across its cereal range.
The launch of Kellogg's Optivita 375g product has been tied in with prominent displays in Asda and Sainsbury's, with the save mechanic being used in both retailers. Asda was offering the product at £1.44, down from £2.88, and Sainsbury's had reduced it from £2.59 to £1.29 - thus both offers give the consumer 50% off the original price.
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