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BRAND PROFILE B-FIT BEVERAGES THAT BEFIT THE TIMES B-fit recently launched B-fit beverages into petrol and convenience outlets in line with demand for health-oriented, plant-based hydration. By Nerine Zoio. B-fit National Sales Manager Niki Carlino tells Convenience World that the launch of B-fit into the better-for-you beverage subsegment has “seen great trial and repeat purchases for the product”. This is because the product is well suited to this subsegment as it is certified organic and responsibly sourced as well as being low in sugar and without artificial sweeteners, colours or preservatives, Mr Carlino says. “Its low sugar content is on-trend with the likes of kombuchas and other better- for-you drinks as consumers become more concerned with ageing and health than ever before.” Mr Carlino adds that “it seems only like yesterday when all beverage suppliers had a kombucha”, whereas now that trend has thinned out. “We've seen a shift towards more functional drinks in this space, with gut health being a key attribute of the shift to better-for-you beverages over the past 24 months,” he said. He points out that the beverage was created for people wanting hydration in combination with a natural plant- based product. “This also makes it on-trend due 24 CONVENIENCE WORLD JUL/AUG, 2020 to the focus on hydration, which has the potential to speed up recovery, facilitate efficient muscle function, improve circulation and assist with temperature regulation,” Mr Carlino said. “This is in line with the hydration health trends of the day from nutrition coaches such as Chris Algieri, who emphasise that \[lack of\] hydration is often the first limiting factor in performance, even in properly fuelled athletes. “It all goes back to the importance of being hydrated before, during and after exercise, which means that incorporating a source of additional electrolytes and natural recovery drinks from a drink like B-fit is a good way to go.” Shopper and retailer see value B-fit also adds value to both the shopper and retailer, Mr Carlino says. “It provides the shopper with choice for a low-sugar beverage within a very cluttered market of sports drinks, carbonated soft drinks and other lifestyle drinks that are potentially laden with high levels of sugar,” he said. “For retailers, B-fit offers innovation and the potential for new shoppers to enter the category and trial innovation.” B-fit, he says, has developed some “great” branding and sampling campaigns for summer and leveraged the increase in people’s screen time by focusing on social platforms and dynamic advertisements based on proximity to ranged retailers, to ensure the brand captures potential shoppers in a timely ways. “We will also be heavily active on Facebook and Instagram to drive awareness as well as physical POS with retail partners over summer,” Mr Carlino said. The beverage which comes in Dragon Fruit, Lemon Lime, and Mango flavours, is comprised mainly of coconut water and botanicals, and is lightly sweetened with agave nectar and manuka honey to give its slightly sweet taste. “The delivery of nutrients via organic plant-based ingredients in this beverage would complement every fitness, health and wellness program,” Mr Carlino said. Currently the product is available from Caltex nationally, selected IGAs and health-orientated retailers.