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BEVERAGES ZOOMING IN ON THE ON-THE-GO ENERGY BOOM Zoom is a new to market “healthy” energy drink, launched by Supersia. According to the Australian company, Zoom is designed to help drive peak performance in consumers. It is claimed to be Australia’s first 100 per cent juice-based energy drink, with 13 “natural” scientifically and traditionally backed ingredients. Among these ingredients are nootropics, which Supersia founder and CEO Arman Soltani says, while still being researched in 2020, are considered as an aid to cognitive function, particularly memory, creativity and motivation, in healthy individuals. “There’s huge demand around products that deliver on-the-go energy and vitality boosters to provide instant positive results and time efficient solutions,” he said. “Alleviating that mid-afternoon slump in the working day taps into high demand in the marketplace. “With hectic lifestyles, consumers have less time to unwind and recharge, which in turn increases stress levels and dampens the mood. This suggests a real demand for our product solution that can assist with boosting energy levels, mood and cognitive function. “Consumers are treating their bodies like an ecosystem and seeking solutions that complement their personal health and evolving needs. Potential exists for brands to explore food and drink solutions that can both boost productivity and help balance energy and rest.” Mr Westall says Kanguru has made “significant efforts” to partner with retailers to communicate the “unique” health benefits of its products inside the store. “We’re certain that this is the best tool to drive not only Kanguru’s brand awareness but also our retail partners’ category sales,” he said, adding that people will be moving away from the perceived low health value of traditional drinks. “As an example, we have an activation that we implemented in March and April in one large retail grocery chain where we focused on in-store communication and secondary placement. We delivered over 400 per cent growth year on year despite the fact that store traffic was already diminishing.” Going international, Kanguru has recently launched in South Korea, partnering with chilled beverage manufacturing and distribution “giant” Binggrae. Kanguru is claimed to be the first emerging brand to be picked up by the South Korean distributor, which is said to generate annual revenue in excess of $1 billion. At the time of writing, Kanguru said that in five weeks from launch in South Korea, sales in the country were expected to exceed 500,000 units and would be sold across 24,000 convenience stores, including the top three chains: 7-Eleven, GS25 and EMart24. Nexba’s ranging expands Nexba claims to have achieved 100 per cent year on year growth for the past four years, with the “naturally sugar- free” soft drink brand launching into the UK market in late 2018 through major retailers Sainsbury’s and WH Smith. In addition to its current Australian ranging in outlets including Coles, Woolworths and 7-Eleven, in May Nexba announced “significant expansion” into the off-premise liquor space. With consumers increasingly looking to make better-for-you choices when it comes to alcohol and mixer consumption, the brand’s “sugar and artificial-ingredient free” kombucha beverages are available through 200 Independent Liquor Retailers (ILR), including Local Liquor, Liquor & Co, Local Liquor & Foodworks, Liquor Boss and Supabarn. The partnership kicked off with a strategic promotion across the Mother’s Day retail period (May 6-19), with every customer who bought a 700ml Whitley Neill Gin taking home a bonus Nexba Elderflower & Lemon Kombucha four-pack. The ILR and Nexba deal comes off the back of the soft drinks brand initial entrance into the liquor space late last year through its ‘100 per cent delicious drinks’ partnership with alcohol giant Diageo. The campaign encouraged shoppers to mix their favourite spirits with “naturally sugar free” kombucha and tonic water to prove the health factor doesn’t have to compromise taste. Nexba co-founder and co-CEO Drew Bilbe says health and wellbeing considerations are much more than a trend, arguing that they now represent a way of life for “most of us”. “Being an innovation focused brand, Nexba is well placed to capitalise on this new way of thinking in the liquor market,” he said. “We’ve seen the huge transformation of the soft drink category over the past decade and we’re excited to see where the future takes us in the alcohol space. What’s undeniable is that consumers are increasingly looking to discover unique experiences and will continue to demand more from everything they consume when it comes to both health and flavour.” JUL/AUG, 2020 CONVENIENCE WORLD 37