Soft ground
While well-known carbonated beverages still enjoy universal appeal, with almost 90% penetration, make sure your sales opportunities don’t dry up by neglecting to stock new health-conscious options
Print15 April 2015
AT A GLANCE: SOFT DRINKS
- Ribena is Ireland’s number one selling impulse juice brand with a 14.5% market share*
- Ribena ready-to-drink (RTD) is growing at +18.9% MAT, more than twice the rate of the juice drink category (+7.8%)*
- Ribena exotic flavours Mango & Lime and Pineapple & Passionfruit have already contributed to 19% of the total Ribena 500ml range sales*
- The Rockstar Energy Waters range is a combination of two of the fastest growing soft drinks categories – flavoured energy (+10%) and flavoured water (+11%)**
- Capri-Sun is Ireland’s number one on the go juice drink brand with a 21% share of the category***
- In the take-home section, Capri-Sun Orange is the number one SKU with over 748,000 cases sold last year (91% more than the next branded competitor)***
- In the impulse category, the 200ml and 330ml Capri-Sun Orange SKUs are number one and two in the category with over 2 million units sold between them***
- Grace’s range of new aloe vera drinks is the UK’s leading brand of aloe vera drink
- Nurishment is the UK’s number one nutritionally enriched milk drink
- Deep RiverRock is the number one water brand on the island of Ireland (Value MAT)****
- Deep RiverRock 750ml continues to be the number one selling sports cap impulse water pack IOI, and 500ml still is the number one selling 500ml water pack on the island of Ireland ****
- Shloer Strawberry Punch is the latest new launch in the series of successful seasonal limited editions from Ireland’s number one adult soft drinks brand*****
- Tipperary Natural Mineral Water’s flavour sales grew by +26% in 2014
*(Source: Nielsen Total Scantrack MAT 22 February 2015)
**(Source: Nielsen Scantrack, Value Sales, MAT to 03/01/15, Total UK Coverage)
***(Source: Nielsen Total Scantrack, MAT, Ltr Sales Nov 30/14)
****(Source: AC Nielsen Nov/Dec 2014 IOI)
*****(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)
With summer fast approaching, now is the ideal time for retailers to reflect on their soft drinks offering, with research revealing that for every degree the climate increases above 15 degrees, impulse bottled water sales increase by 4.6%. Below, we set out the latest category innovation and NPD that will help refresh your sales figures.
Totally tropical
Ribena Orange & Guava is the latest addition to the Ribena tropical RTD range
Ribena is introducing Ribena Orange & Guava to its tropical RTD range.
As Ireland’s number one selling impulse juice brand with a 14.5% market share,
Ribena knows just what it’s doing by adding a new Orange & Guava flavour to its ready-to-drink (RTD) portfolio.
Not only is Ribena RTD growing at +18.9% MAT, more than twice the rate of the juice drink category (+7.8%), Ribena Exotic flavours Mango & Lime and Pineapple & Passionfruit have already contributed to 19% of the total Ribena 500ml range sales. And, with that range growing fast, the brand believes now is the ideal time to start adding Orange & Guava to the rest of your Ribena listing.
Available now in 500ml bottles, Orange & Guava and Ribena’s tropical RTD range will be supported by digital activity and outdoor formats throughout April and May, with a range of POS also available as part of the support.
*(Source: Nielsen Total Scantrack MAT 22 February 2015)
Let the sun shine!
Capri-Sun appeals to a wide range of consumers with both 200ml and 330ml variants
Capri-Sun is Ireland’s number one on-the-go juice drink brand with a 21% share of the category*. In the take-home section Capri-Sun Orange is the number one SKU with over 748,000 cases sold last year (91% more than the next branded competitor). In the impulse category, the 200ml and 330ml Orange SKU’ are number one and two in the category with over 2 million units sold between them making all three lines must-stocks for all retailers.
Capri-Sun appeals to a wide range of consumers with the 200ml products perfectly suited for busy families and the 330ml range for the older consumers who want a bit of a bigger drink.
“In 2015 we’ll continue to build on our Naturally Fun positioning. We’ve got some fantastic consumer promotions that will really appeal to our wide range of consumers and drive rate of sale for retailers, all supported with an extensive advertising campaign”, says Clinton Arblaster, commercial manager for Grocery Brand Solutions.
For families the Capri-Sun ‘World of Family Fun’ on pack promotion will run from May to August. Every entry receives a ‘Capri-Sun Passport to Fun’ with three 2 for 1 vouchers to a range of family activities throughout Ireland plus there will be one major winner of a family holiday. There are three to choose from: Med Cruise, UK Holiday Adventure, Irish ‘Staycation’. The promotion will run on Capri-Sun Orange, Trpoical, Red Fruits and Multi Vitamine 200ml 10pk’s.
For the older consumers there’s something special in store to help them ‘Squeeze the Day’ running over June and July. Ever wanted to see the Northern Lights with your best friend or Skydive in Madrid? Well two lucky consumers will get a chance to do just that and tick something off their bucket list with the ‘Squeeze the Day’ 330ml impulse promotion.
Capri-Sun is available from Grocery Brand Solutions or wholesalers throughout Ireland.
*(Source: Nielsen Total Scantrack, MAT, Ltr Sales Nov 30/14)
Amazing grace
Capri-Sun appeals to a wide range of consumers with both 200ml and 330ml variants
Grace’s range of new aloe vera drink products is the UK’s leading brand of aloe vera drink. The new reduced-sugar Grace Aloe Refresh range contains 50% less sugar than the regular Grace Aloe Vera drinks, bringing new choice and innovation to the mainstream soft drinks category and satisfying ever growing consumer demand for healthier drink alternatives with only 4.8g of sugar per 100ml. This is significantly less than most premium juices, fruit smoothies and flavoured waters.
Made with real aloe vera pieces and with 30% real aloe vera content in every 500ml pack, Grace Aloe Refresh is rich in the antioxidant Vitamin C which helps the immune system to function normally and contributes to the reduction of tiredness and fatigue. Available in Original, Strawberry and Mango flavours, Grace Aloe Vera drinks contain no preservatives, are suitable for vegetarians and are also gluten free. They are sourced direct from Taiwan, a renowned global production centre for true aloe vera quality.
Grace Coconut Water is a refreshing thirst quencher
Grace Foods’ heritage and track record in authentic coconut products has been established over many years. Grace Coconut Water is a tasty and refreshing thirst quencher, packed with the delicate aroma and flavour of young coconuts straight from the tree for the ultimate source of hydration.
Grace’s tetrapak Coconut Water is available in both a 330ml format and 100% Coconut Water with no added-sugar is available in a 1 litre pack format. Both products are cholesterol and gluten free, a source of minerals and vitamin C, with zero fat and no artificial additives. Grace’s 310ml canned Coconut Water Drinks are lightly sweetened, delivering a rich, full coconut flavour and available with or without real coconut pieces.
For more information on stocking Grace Foods products, contact Flanagan’s Foods:
Tel: 01 450 6100 • Email: info@flanagansfoods.ie • Web: www.flanagansfoods.ie
Milking it!
Nurishment Active and Nurishment Extra varieties come in three flavours; Vanilla, Strawberry and Chocolate
Nurishment enriched milk drinks have arrived in Ireland with Flanagan’s Foods.
Nurishment is the UK’s number one nutritionally enriched milk drink, providing many of the vitamins and minerals that can help to refuel the body. This great-tasting drink helps to replace lost energy without taking too much time out of the consumer’s busy schedule. A high source of protein, it is ideal for people who lead busy, active lifestyles and who are looking for a quick, and tasty pick-me-up.
Nurishment Active, a low fat milk drink available in 500ml bottles, contains 35g of protein and helps individuals to recover quickly from exercise and sporting activities for a post-workout lift.
Nurishment Extra enriched milk drinks, available in 310ml bottles, are formulated to help replenishing essential nutrients and vitamins. Nurishment Extra is a tasty and convenient gap-filler for those with time-pressed, on-the-go busy lifestyles.
Both Nurishment Active and Nurishment Extra varieties are available in three flavours: Vanilla, Strawberry and Chocolate.
For more information, contact Flanagan’s Foods on 01 450 6100 or via info@flanagansfoods.ie.
New ‘one brand’ strategy
Coca-Cola Ireland has announced that it will be unifying the Coca-Cola portfolio of products – including Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a new “one brand” strategy to promote the full choice of Coca-Cola variants.
Over the years, as consumer taste, preference and lifestyles have changed, Coca-Cola has innovated to develop and launch new brands, with distinct and separate identities. These brands have provided people with a greater choice in terms of flavour, sugar and caffeine content, while still providing the great Coke taste they enjoy.
However, recent research shows that not all Irish consumers fully understand the choice offered within the Coca-Cola trademark and the distinct benefits of each brand. For example, six out of 10 people do not realise that Diet Coke and Coca-Cola Zero are no sugar, no calorie drinks.
Today’s announcement will see those brands integrated with Coca-Cola and Coca-Cola Life under one brand – Coca-Cola. Under this new approach, the enduring appeal of Coca-Cola will be extended across all four Coca-Cola variants. At the same time, new pack designs will emphasise the distinctive benefits of each Coca-Cola product, making choice clearer and easier for consumers.
Under the “one-brand” marketing strategy, which Coca-Cola Ireland is launching in May, Coca-Cola advertising will feature the full range of Coca-Cola variants and so communicate to consumers the full choice available to them.
This is a significant change for Coca-Cola Ireland, which for the first time is putting “choice” at the core of its marketing strategy. The new approach will place much more focus on the distinct characteristics of each Coca-Cola, raise awareness of the choice available and so help people choose the right Coke for them and their families. The new packaging will appear on shelves in Ireland between now and May.
The new strategy further supports Coca-Cola’s commitment to help contribute to healthier and happier communities, building on wider actions already taken in Ireland. To date, Coca-Cola has granted €500k to local community and non-profit groups to help support active lifestyle initiatives. In 2014 five organisations were given grants of €25k to support innovative programmes that are helping to get more people, more active, move often. In addition it is partnering with the National Transport Authority and the City Councils in Dublin, Cork, Galway and Limerick to support the Coca-Cola Zero bikes in each of those cities – making cycling accessible to people in their everyday lives. Coca-Cola also broadened the range of products available in Ireland earlier this year through the launch of Coca-Cola Life – a cola with a third less sugar and a third fewer calories than Coca-Cola.
Rock on!
Deep River Rock is the number one water brand on the island of Ireland
Deep RiverRock is locally sourced from deep beneath a glacial valley in Co. Antrim. This indigenous brand is the number one water brand IOI (Value MAT)*. Deep RiverRock 750ml continues to be the number one selling sports cap impulse water pack IOI, and 500ml still is the number one selling 500ml water pack on the island of Ireland (IOI)*.
With a pack and variant for every occasion, Deep RiverRock continues its mission to keep the nation hydrated. Just a 2% drop in hydration levels will slow your body and mind, and take your eye off the ball.
With that in mind, the brand has produced the ultimate game to test the consumer’s hydration levels. Developed to support the launch of Deep RiverRock’s new Facebook and Twitter pages, the game can be played at their desk or on the go via mobile or tablet. It consists of a series of fun challenges to test mental sharpness, and encourage ‘thirsty brains’ to top up on their hydration levels with Deep RiverRock bringing the brand’s key message to life – ‘When You Can’t Think Straight…Hydrate’.
Deep RiverRock’s tagline is: ‘When You Can’t Think Straight…Hydrate’
The campaign continues with Deep RiverRock featuring on TV and VOD in March, highlighting the mishaps dehydration can lead to, told through Deep RiverRock’s mischievous and quirky tone. This, coupled with a highly effective digital campaign, has ensured that Deep RiverRock is front of mind for the water consumer.
Deep RiverRock continues to lead the hydration message, and its importance in combatting mental and physical fatigue, through strong partnerships as Official Hydration Partner to the four proud rugby provinces – Leinster, Ulster, Munster and Connacht; Tyrone GAA; and Title Sponsor of The Belfast City Marathon.
With more exciting news for the Deep RiverRock brand coming up in 2015, this local refreshing water brand says it is looking forward to continuing to go from strength to strength.
*(Source: AC Nielsen Nov/Dec 2014 IOI)
Fruit flavours for classy sparkler
The San Pellegrino Sparkling Fruit beverage family offers six different flavours
S.Pellegrino’s Sparkling Fruit beverage with its iconic red star symbol, brings consumers the sunny Italian lifestyle. The brand believes its blend of natural fruit tastes and sparkling water will transport those who try it to the shade of orange groves in sunny southern Italy.
These up-scale adult sparkling fruit beverages are made with all-natural ingredients and are moderately sweet with small bubbles for a uniquely refreshing taste. Presented in a vibrant 33cl can, these sparkling fruit beverages carry a foil eco-lid to maintain a clean drinking area on the can, so you can fully enjoy the refreshing taste of S.Pellegrino sparkling fruit drinks.
Available in a six pack or single cans, the key to the success of this range has been the excellence of ingredients. Today as in the past, the brand says the finest oranges and lemons are selected, ripened in the sun of the vast groves of Southern Italy and then picked by hand, at a specific harvest time. The sweetness of the company’s juice and its fragrance form the basis for the creation of sparkling fruit beverages, able to offer the senses all the aroma and flavour of freshly squeezed fruit juice.
The San Pellegrino Sparkling Fruit beverage family is now available in six uniquely refreshing flavours; Aranciata (Sicilian orange), Limonata (lemon), Aranciata Rossa (blood orange), Pompelmo (grapefruit),and two new flavours Limonata & Menthe (lemon & mint), and Melograno e Aranciata (pomegranate orange).
Official Water Partner of World Expo 2015 in Milan
S.Pellegrino has announced another milestone in its long, successful history: in 2015, it will be the Official Water Partner of Expo Milan 2015. In addition to being the official event water, S.Pellegrino will be present in the Italian Pavilion with a booth dedicated to water, which will provide educational information and entertaining workshops.
In 2015, more than 150 million copies of a special edition bottle of S.Pellegrino will be distributed in 80 countries. “We want to take full advantage of this opportunity,” said Stefano Agostini, chairman and CEO of Group Sanpellegrino, “to enhance the eyes of the world ‘know-how’ and our inimitable Italian food culture and taste”.
These special edition packs will be available in the Irish market on the 1L and 500ml PET packs. S.Pellegrino PET bottles have been developed for at-home and on the go consumption – an ideal solution with which to enjoy its sparkle and freshness everywhere. The unique PET plastic packaging retains the ultimate quality of freshness and preserves the naturally carbonated bubbles.
Support for children’s ambulance service
Tipperary Kidz Water has announced a new charitable partnership with the acclaimed Kerry-based Saoirse Foundation and its National ‘BUMBLEance’ children’s ambulance service. BUMBLEance is the world’s first interactive children’s ambulance service designed and fitted-out exclusively to transport sick children from their homes to treatment centres in a stress-free, child-friendly way. Tipperary Natural Mineral Water will work with the Saoirse Foundation to help it to achieve its expansion targets for 2015. This will enable the Saoirse Foundation to help increasing numbers of sick children around Ireland.
Tipperary’s much loved award winning sparkling flavoured range continues to deliver positive growth within the water category. Tipperary flavour sales grew by +26% in 2014 and this demonstrates the increasing desire from consumers for alternatives to the conventional range of soft drinks usually on offer. Tipperary flavours have won numerous taste awards from the British Bottling Institute over the last ten years, most recently in 2014 for the Lemon & Lime variant. The range comes in six flavours; Lemon & Lime, Blackberry, Raspberry, Pear, Peach, Apple & Peach and the brand says it delivers excellent retailer margins.
Setting the scene for summer
Shloer Strawberry Punch is the latest new launch in the series of successful seasonal limited editions from Ireland’s number one adult soft drinks brand.*
The new line, which is packaged in 750ml bottles, will be rolled out to stores in all trading channels in Ireland from this month.
Shloer Strawberry Punch encapsulates the flavours of summer with fresh strawberry notes and hints of sweet peach to finish. Offering a refreshing alternative to alcohol, brand owner SHS Drinks suggests serving in a punch bowl with fresh fruit slices and ice to add a special touch for social occasions.
Shloer Strawberry Punch will replace the Shloer Berry Punch autumn/winter limited edition.
Amanda Grabham, SHS Drinks’ marketing director – Soft Drinks, says: “Following their launch in 2011, Shloer’s Punch limited editions have proved to be very popular with consumers and they have also added interest and brought some excitement and theatre to the adult soft drinks fixture. They are continuing to build momentum each season and we are confident that the Strawberry Punch will build on this strong performance, providing consumers with some much needed sparkle after the dark winter days and it’s perfect for all summer social occasions such as picnics and barbecues.”
For sales enquiries, contact SHS Sales & Marketing on +353 (0) 1 4016200.
*(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)
Boosting profits
AG Barr offers a range of long-term price-marked packs
AG Barr is enabling retailers to tap into key sales-boosting trends with its growing portfolio of top-performing brands offering choice, quality and value combined with pack and flavour innovation to meet the needs of consumers.
AG Barr offers a great range of long-term price-marked packs, including Irn-Bru 500ml €1 PET, Rubicon 1 litre €1.59 cartons, Barr 330ml 49c cans in Cola, Cream Soda, Bubblegum and Cherryade Rockstar 500ml €1.19 cans in Xdurance Blue, Supersours Apple and Punched Guava flavours. These great-tasting, popular brands are exceeding all our forecasts right across Ireland.
Rubicon Coconut Water is an authentic juice drink made from young, green coconuts
AG Barr is enabling retailers to benefit from the trend for exotic flavours with Rubicon Coconut Water, a great-tasting, authentic juice drink made from young, green coconuts.
Available in 1 litre and 330ml packs, it will open up the coconut water market to all shoppers as it is the first authentic product available at an accessible price point.
The energy sector continues to grow well ahead of the rest of the market and the water category is also experiencing impressive growth. AG Barr has tapped into these trends with the launch of the Rockstar Energy Waters range, a combination of two of the fastest growing soft drinks categories – flavoured Energy (+10%) and flavoured water (+11%).*
Rockstar Energy Water is available in two flavours; Blueberry, Pomegranate & Acai and Peach, in a 355ml size can
The range includes two variants of Rockstar Energy Water; Blueberry, Pomegranate & Acai and Peach, in a unique 355ml size can. The range delivers a full hit of energy with a high caffeine content from a natural source and a special vitamin blend, but has 50% less sugar and calories per 100ml than the 500ml standard Rockstar Energy cans.
“Ireland is an important market for AG Barr, with our brands growing strongly. We have up-weighted our resources with the addition of a new national account manager in order to support Irish retailers.” says Gavan Morris, AG Barr country manager for Ireland.
*(Source: Nielsen Scantrack, Value Sales, MAT to 03/01/15, Total UK Coverage)
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