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BEVERAGES BEYOND ENERGY H2coco caters to the better-for- me crowd H2coco has noted a “resurgence” of pure coconut water in national grocery, which it says is having a positive effect across multiple channels, including P&C. “This growth trend is in line with the increased demand for enhanced water, which we anticipate to continue to grow substantially in the coming years. Our prediction for further growth within this space is around functional plant-based ingredients, plant waters and fruit and vegetable extracts,” H2coco founder and CEO David Freeman said. “The growth of the coconut water segment has been supported by an influx of new flavour variants. H2coco are the pioneers and innovators in this space with iconic and new flavours such as our 100 per cent natural melon water, H2melon.” With the convenience channel benefiting from the shift in customer behaviour to avoid larger, busier stores, Mr Freeman says, he advises retailers that it’s more relevant than ever to ensure product ranges within the P&C channel are equipped with products that deliver on the benefits shoppers are seeking. “The growing desire for products that are better for me is relevant for both immediate, short-term solutions as well as products delivering long- term benefits,” he said. “Shoppers are increasingly seeking products delivering on benefits including immunity, wellbeing support and cognitive health solutions.” According to Mr Freeman, the two clear consumption occasions driving shoppers within P&C are: • Drink now – the consumer seeking on-the-go convenience. • For later – larger-format shopper seeking take-home solutions for juices, smoothies and cocktails. “Shoppers seeking better-for-me beverages are also looking for specific product attributes,” he continued. “Australians are becoming increasingly aware of functional ingredients and regularly research ingredients that can improve health. With this comes the awareness of artificial ingredients, unnecessary additives and preservatives, of which Australians are considering during the decision-making process.” By focusing and investing in R&D, Mr Freeman adds, H2coco is able to bring retailers relevant concepts and products that capitalise on emerging category opportunities. “When it comes to NPD, we always take a collaborative approach where possible and engage our retailers early in the development stage to ensure we’re both set up for success,” he said. “Once a product is launched, we work together with our retailers to implement strong promotional programs that drive trial of new products as well as incentivise repurchase.” Mr Freeman notes that H2coco has been “extremely busy” over the past eight months bringing a number of new products to market. “This includes our exciting new range of 100 per cent natural 500ml prebiotic juices made with real fruit, as well as our new range in 355ml slim cans,” he said. “With sustainability front of mind, we saw an opportunity to launch a range of products that offered a healthier alternative and delivered on convenience while being eco-friendly. Our slim can range includes our 100 per cent natural pure coconut water and exciting new plant-based, dairy-free, 100 per cent natural cold brew iced coffee range available in Single Shot and Mocha.” Mr Freeman added: “There’s still so much innovation coming from H2coco in 2021 and into the future. We’ll continue to expand on our range of juices made with real fruit and we’re also preparing an exciting new range due to launch within the better-for-me space later this year.” Mojo for ‘every occasion’ Organic & Raw’s Mojo Beverages brand is focusing on delivering new product innovation in different pack sizes and flavours for “every occasion”. According to founder and CEO Anthony Crabb, Mojo’s innovation and diversity in pack sizes will encourage consumers to enter the category and try kombucha if they’re not already a consumer. “In a general sense, we’re definitely seeing an interesting rationalisation of the category, creating conditions that provide better opportunities for brands and products that can demonstrate their unique point of difference with consumers,” he said. “Organic & Raw is investing in continued innovation, drawing on 12 years of functional beverage expertise and insight. We’re really excited to see the ongoing momentum of our Australian-first innovations such as Mojo Gut Shots, which has now expanded across major national grocery and into route and convenience channels, providing shoppers with a unique health focused premium option in new places.” Initially launched in July 2020 to Woolworths, Mojo Gut Shots are said to be created using the company’s “unique” living culture, tea and organic cane sugar”. In February, the range was rolled out nationally in Metcash, with a new SKU, Turmeric Tribe. This was followed by national Coles ranging in March. With its Gut Shots, Mr Crabb says Mojo extends the traditional fermentation period to create a more intense, tangy beverage, and add organic fruits and spices before bottling in 55ml glass bottles. “Ideal for consumers seeking scientifically proven gut health benefits in a convenient format, Mojo Gut Shots are a punchy, low sugar probiotic kickstart and an ideal start to the day,” he said. 38 CONVENIENCE WORLD MAR/APR, 2021