A soft spot for you!
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
60 CATEGORY FOCUS Soft Drinks
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ust as warmer days and sunny weather appear, there’s no doubt that consumers will be reaching for their favourite soft-drink refreshment. Indeed the pandemic has seen the nation up our exercise levels and regular walks have become a daily feature of life for many of us. An estimated 3.1 million people are regularly walking. Research conducted by Ipsos MRBI on behalf of Sport Ireland – which was spread over five phases beginning on 28 February 2020 – showed that 710,000 people are regularly participating in the category of exercise, 680,000
people are running and 510,000 people are cycling. Soft drinks brands have come a long way in recent years, bringing a renewed focus on natural flavours and value for money as well as the all-important taste. In line with both consumer health trends and the sugar tax, manufacturers have maintained growth through product reformulation and highly focused marketing strategies. Juice, carbonates and energy drinks have successfully expanded their low and no sugar offerings. Sports drinks companies have likewise focused on cutting down sugar, while sponsorship remains
Mystery set to intrigue shoppers Coca-Cola HBC Ireland & Northern Ireland has announced the launch of #WhatTheFanta, bringing more mystery to the soft drinks aisle in 2021. #WhatTheFanta is the latest innovation from Fanta, a wellloved brand worth €20.6m/£19.6m and in 1.1%* growth. #WhatTheFanta is delivering on consumer demand for zero sugar variants and flavour innovation whilst bringing some fun and personality to the soft drinks fixture. For the first time in Ireland and Northern Ireland, a new, bright blue mystery Fanta variant is rolling out in 500ml and 1.75L packs between now and early May. The liquid inside the bottle could be one of several exciting zero sugar flavours – and the pack gives nothing away. To solve the riddle, consumers are invited to scan the QR codes
ShelfLife April 2021 | www.shelflife.ie
Fanta is launching a bright blue mystery variant as part of its #WhatTheFanta campaign
on-pack to unlock a series of interactive online clues and a six-part content series ‘Flavours Unsolved’, which will develop each week, to sustain interest and intrigue. The mystery flavour will finally be revealed to eager consumers in the climactic scene of episode six of the
As Ireland’s Covid restrictions continue, the great outdoors is likely to play a central role in all our recreational and exercise activities for quite some time to come. It’s therefore crucial to ensure you don’t disappoint those customers looking to cool down with a refreshing beverage during their jogs or walks, as well as catering to those seeking takehome options
a core strategy. Euromonitor Ireland, in its latest report on the soft drinks sector, published in December 2020, reports that the clean and green trend will intensify into the five-year forecast period, while the “surge in alternatives will alter the landscape in coming years”. Drinks with added benefits and vitamins are also appealing for the growing number of healthconscious consumers. Flavoured waters are likewise a popular choice for many shoppers, with the flavoured waters segment representing a €16m* value market. Of course, soft drinks brands have been affected by the closure
of foodservice outlets during the Covid-19 pandemic. With restaurants and bars remaining closed, or possibly open with limited seating outdoors as the summer progresses, it is more important than ever that retailers have an ample choice of bestselling soft drinks on offer. Make sure you’re well stocked with options bursting with on-shelf appeal, and read on to learn more about some of the must-have brands on offer alongside the marketing campaigns set to make a splash this summer.
mockumentary. Fanta point-of-sale (POS) materials will create theatre in-store and online – challenging shoppers and brand fans to get involved with the campaign and sample the variants. The campaign recently launched in Ireland and Northern Ireland and will run as digital, out-of-home (OOH) and on social channels. “#WhatTheFanta is the latest Fanta campaign to spark the curiosity of consumers and encourage experimentation,” said Andrea Whyte, marketing director of Coca-Cola HBC Ireland and Northern Ireland. “Fanta is renowned for exciting and engaging consumers with fun new flavours and inspiring campaigns,” she added. “The latest variant #WhatTheFanta is sure to capture their attention, tapping into their experimental and playful side while satisfying their appetite for zero sugar beverages.”
Wiiings with watermelon!
*(Source: Nielsen, MAT Value Sales w/e 28 February 2021)
Red Bull with the taste of Watermelon is a refreshing take on the classic Red Bull Energy Drink, a perfect choice for warmer days ahead. Launched in 2020 initially as a limited-edition product for summer, Red Bull with the taste of Watermelon proved the brand’s most successful flavoured energy drink to date, earning a permanent place in the Red Bull range as the Red Edition. Red Bull with the taste of Watermelon is available in 250ml matte red cans. Currently, the Red Bull Energy Drink is available in over 170 countries worldwide and almost 7.9 billion cans of Red Bull were consumed last year. A 250 ml/8.4 fl oz can of Red Bull Energy Drink contains 80 mg of caffeine, about the same as in a home brewed cup of coffee. Visit RedBull.ie to learn more.
