Page 62 - Conveniece World Magazine Nov/Dec 2020

THE BEVERAGE GUIDE FROM PAGE 58 How B-fit fits into summer B-fit is described as a new, organic, plant-based hydration beverage targeting digitally savvy consumers in their 30s and 40s who want an alternative to sugary drinks. Ahead of the brand’s first summer sales season, National Sales Manager Niki Carlino says the season is key to the category, with trial and repeat buys often increasing. “More people are usually travelling,” he said. “However, it will be interesting to see the impact of Covid-19 during \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\[these\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\] summer months.” Mr Carlino notes that in-store space is always a challenge at this time, when a large array of new beverages is entering the market. “It’s important for brands to stay relevant within each channel,” he said, “and understand key consumer trends aligned to those channels.” Mr Carlino says B-fit has a strong summer campaign in place that features key promotional price points and embraces social media, geo-targeting, sampling and partnerships with PR agencies, ambassadors and influencers. “The simple options are best,” Mr Carlino advised retailers preparing for the season. “Ensure the shelves are stocked with the right brands to allow shoppers a choice during their decision- making process.” Here’s to energy without the negatives Sydney-based Kimberley Holden developed Doctor V after identifying a gap in the market for a natural energy drink without the potentially negative side effects of traditional products on the market. The “healthy alternative” is said to be made with herbs traditionally used by Russians to boost energy, stamina, and immunity. With co-founder Joseph McGlennon, Ms Holden launched Doctor V in Australia late last year with four functional energy drinks and, in less than a year, and says the product has gained national ranging in independent grocery, petrol and convenience, select gyms and fitness clubs. She adds that the brand also has entered major global partnerships in China and the Middle East. “We’re living in a time when there are so many demands on our energy, but there wasn’t a product on the market that would lift energy without some really negative side effects for your health,” Ms Holden said. “The pressure to perform and be at our best has never been greater, and we’re all starting to realise that, to do this, we have to stay strong and healthy, both mentally and physically. Traditional energy drinks can give you the jitters from too much caffeine, a crash from too much sugar, or worse. TO PAGE 62 60 CONVENIENCE WORLD NOV/DEC, 2020