Best New C-Store Product Launch 2014
Recent figures from Kantar Worldpanel for the 12 weeks ending 9 November 2014, revealed a marginal return to growth for branded grocery products of 0.3%. This is undoubtedly positive news for brands and throughout the recession, the ShelfLife C-Store Awards have celebrated those who have fearlessly continued to invest in innovative NPD and this year is no different!
Print16 January 2015
And the nominees are…
- Cadbury Dairymilk Ritz
- Cherry Coke
- Amstel Radler
- Club Zero
- Robinsons Squash’d
- Nutella & Go
- Pat the Baker Slimbos
- Kinetica Sports
- Naked Juice
- Kit Kat Chunky Double Caramel
The award for Best New C-Store Product Launch was sponsored by Spar.
Club Zero is made with real fruit and maintains the bits in the liquid – without the sugar
Club Zero from Britvic was the worthy winner of this year’sBest New C-Store Product Launch Award.Club, the number one Irish soft drink and Ireland’s most popular citrus drink*, with a proud heritage dating back to 1930, brought excitement to the soft drink category last summer by introducing its range of zero sugar drinks – Club Zero.
Club introduced Club Zero across a number of key formats including PET and cans. Club Zero was also launched in two different flavours, an Orange variant and a Raspberry variant. To date over 2.8 million bottles have been sold and there has been a very positive reaction from the consumer to the products. Staying true to its roots Club Zero is made with real fruit and maintains the bits in the liquid – without the sugar. The range includes a 500ml bottle, a 2L bottle and 330ml by six multiple pack can format. As part of the launch Club introduced a disruptive €1 flashed 440ml can in ROI and 79p 440ml in NI – these cans are the first of their kind in the citrus category. With a combined marketing investment of well over €1m, the launch was supported ATL through a new TV commercial, digital, outdoor and BTL through proximity advertising and high impact in-store activation. The Club TVC through El Zero “The Fruit Whisperer” really caught the imagination of its target audience and racked up over 210,000 hits online. There has been an amazing reaction on Twitter with over 2.34 million impressions recorded, coupled with consumers actually videoing themselves re-enacting the TVC. The brand has and will continue to engage with its target audience with a heavyweight sampling campaign. By launching the Zero Sugar range, Club is helping to give the consumer more choice resulting in category growth in citrus. Club Zero says it really values its award as it is voted by the retailer.
*(Source: Nielsen Nov’14 MAT Citrus)
A portable solution
Nutella & Go! has delivered £4.5m worth of sales
Simple and effortless purchase and consumption solutions are still playing a major role in the food sector. This insight led Ferrero to introduce Nutella & Go!, a portable pack containing hazelnut and cocoa spread on one side and little breadsticks on the other, which retailers nominated for the Best New C-Store Product Launch Award. Its launch has exceeded expectations and has helped retailers to capitalise on the on-the-go occasion, broadening the consumption of Nutella. Spearheading the spreads market, Nutella is worth €4.3m in Ireland and has experienced strong growth of +9.8%*, making the brand perfectly placed to drive sales with this innovative launch.
The launch has been met with an unprecedented level of demand. In the first 14 weeks in the UK market, Nutella & Go! has delivered £4.5m worth of sales** and momentum is not slowing. Nutella & Go! has also captivated the taste-buds of Irish consumers, already ranking within the top 10 selling single countline products***, after just 10 weeks in the market. This latest innovation is set to further accelerate the brand’s performance and forms an integral part of Ferrero’s ambitious growth plans for Nutella in Ireland.
*Nielsen Scantrack, Total Ireland Coverage, Value Sales (000’s), MAT TY w/e 2.11.14
**Nielsen Scantrack, Total Coverage, Value Sales, 14 Weeks to 15.11.14
***Nielsen Scantrack, Total Ireland Coverage, Value Sales, Latest 4 Weeks, w/e 05.10.14
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