Best New C-Store Product Launch 2010
ShelfLife commends the companies that forged ahead with new products this year, fuelled by confidence in their brand and an extensive knowledge of their market
Print18 January 2011
And the nominees are:
Magnum Gold
Lucozade Sport Lite
Red Bull Shots
Bewleys Fairtrade
Harmony Blend
Kelloggs Krave
Bulmers Berry
Galaxy Bubbles
Trebor Gum
Wrigleys Extra Chewy Mints
Milkybar Biscuit & Raisin
The award for Best New C-Store Product Launch 2010 was sponsored by Londis
A focus on consolidating the position of existing brands invariably appears a tempting option at a time when consumer spend is down. However new product launches are vital in order to generate renewed excitement in a category and prevent its offering becoming staid. Mars Ireland was the worthy winner of the Best New C-Store Product Launch this year, for achieving this feat with the launch of the new Galaxy Bubbles chocolate bar. A product that has achieved impressive sales results right from the off.
In a statement, Mars Ireland said the group was both delighted and honoured to have won Best New Product of 2010 in the ShelfLife C-Store Awards for the launch of Galaxy Bubbles. Galaxy Bubbles has been an incredible success story for Mars Ireland in 2010 with one million bars sold literally within days of the launch, thousands of pre-filled units placed in trade and 400,000 consumers sampled in the first few weeks. Year-to-date the brand is worth €2.3 million CSV (source: Nielsen Oct 2010).
“The huge success of this launch was due to having a great new product building on a great core brand, supported by fantastic through the line plans. Involving our trade partners early, brilliant execution in store by our sales force, strong marketing support including national TV, outdoor and PR campaigns along with best in class POS ensured instant awareness and strong early consumer penetration,” said Sarah Keenaghan, product group manager for Galaxy.
“We were already very pleased with the in store execution and extremely grateful to the retailers who supported us in delivering a best in class launch but to be nominated for this award by the same retailers has really been the icing on the cake and marks the end of an amazing year for the Galaxy brand,” she added.
Living in perfect harmony
Also in the top 10 c-store new product launches this year was Bewley’s Fairtrade Harmony Blend. The group believes this new blend has proved a hit because consumers are actively seeking out high-quality coffee and a better coffee experience. Customers also like to know that their purchases can make a difference in the lives of coffee producers and this is exactly what Bewley’s Fairtrade Harmony Blend achieves.
Bewley’s Fairtrade Harmony Blend is an espresso with hints of spices and orange chocolate. It hails from Bewley’s fairtrade farming co-operatives in Central and South America.
Bewley’s works with its c-store customers to maximise the benefits of using the highest quality coffees with the most modern serving equipment, high impact point of sale materials and expert advice from Ireland’s leading fresh coffee and tea company. The group offers tailored solutions for outlets of any size and scale. The result is higher footfall and better margins for the c-store operator.
As category champions, the group has led the way in driving sales within the sector on behalf of customers who include Mace, Centra, SuperValu, Maxol, Topaz and many others.
A passion for quality lies at the heart of Bewley’s. The Irish company has delivered great coffee for over 100 years and its commitment to the craft of coffee has made it Ireland’s leading provider of roast and ground coffee to more than 4,000 outlets across the country. Its objective is to ensure that the customer enjoys an outstanding cup of coffee, which in turn drives loyalty. That is why Bewley’s uses only 100% Arabica beans.
Lucozade Sport Lite gives consumers an energy boost at only 50 calories per serve
Lucozade Sport Lite gives consumers an energy boost at only 50 calories per serve
Lite has heavyweight support
Another nominee for the top accolade in 2010, was Lucozade Sport Lite. As Ireland’s number one sports drink*, Lucozade Sport continues to lead the category with innovative products and outstanding marketing campaigns.
Launched in March 2010 by Lucozade Sport, new Lucozade Sport Lite is designed to give consumers’ workout, training or sporting session a boost with only 50 calories per serve. Low in calories and containing 70% less sugars than regular sports drinks it is ideal for activities where less energy replenishment is required and you don’t consume more calories than you burn.
Available in two flavours, Summer Berries and Lemon & Lime, and in two formats, 500ml and multipack, new Lucozade Sport Lite contains electrolytes and fluid which help to keep consumers hydrated. It also contains B vitamins which promote energy release in the body.
Lucozade Sport Lite is available from all major retailers and is being supported with a nationwide TV and outdoor advertising campaign, sampling activity, and in-store promotional and POS support
* Source: ACNielsen, ROI, Market Track, Volume Sales, MAT 8WE 31 Oct 2010 n
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