CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 50
Welcome
Sustainability
Category overview
PLENISH SHAKES UP SHOTS
WITH A NEW TAKE ON ENERGY
Plenish is broadening its horizons with its latest launch: Plenish
Ginger Energy Shots. The new line blends yerba mate and
cold-pressed raw ginger root, fruit and veg juices to provide an
invigorating alternative (or accompaniment) to afternoon coffees
or pre-workout energy drinks.
Available in 60ml single shots and the new 420ml multi-serve
Dosing Bottle, which has been rolled out to the rest of the Plenish
shots range, Plenish Ginger Energy Shots pack 20mg of naturally
occurring caffeine per 100ml, as well as vitamins B6 and C and iron
to fuel healthy lifestyles.
The launch coincided with the unveiling of two new Plenish Kids
Shots, in Berry and Mango flavours. As with all Plenish products,
the new shots contain no added sugars or preservatives and
provide 100% of kids’ recommended intake of vitamins C and D,
iron and zinc.
All this suggests that retailers should ensure their ranging
is on point in terms of variety – both in terms of flavour
and format, as well as traditional and natural energy
drinks – to attract energy drinks consumers. They should
also make sure iced coffee lines are prominently displayed
to leverage growing demand for drinks that fuel and
provide a treat. The addition of juice and shots to breakfast
ranges can also drive incremental growth and provide daylong opportunities to energise sales.
STEP TWO
MAKE MEALS MATTER
Consider this: last year, soft drinks featured in only
28.6%15 of meals eaten in the UK and, for those aged
under 25, 27.7% of meals didn’t include any kind of drink
whatsoever.15 That means retailers who can encourage
more shoppers to pick up drinks when they’re buying
meals to eat on the go or to enjoy later at home, stand to
unlock considerable growth. But how?
Let’s start with the meal occasions least likely to feature
soft drinks in convenience: meals for tonight, of which only
16.2% feature soft drinks.16 Retailers can address this by
taking a few simple steps, such as stocking soft drinks in
larger and multipack formats in chillers alongside evening
meal solutions and offering set price meal deals on mains,
desserts and drinks. Doing so will not only drive growth for
retailers; it will also improve shoppers’ perception of the
value and convenience that outlets offer.
71.4%
of meals in
the UK, didn’t
feature soft
drinks15
15 Combined Kantar Usage Panel (IH) Soft Drinks with Food Occasions 52 w/e May 2024 v 2YA and MCA Eating Out Panel 52 W/E July 2024 v 2YA
16 Lumina Intelligence Convenience Tracking Programme, Total Soft Drinks, MAT 05.01.25 versus previous year
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CONVENIENCE DEEP DIVE
