As Lucozade, Heineken, Dash, Monster, the Coca-Cola Company and Pernod Ricard have dropped brand new lines in the past weeks, Grocery Gazette rounds up what they are, how much they cost and which UK supermarkets will be stocking innovative new drinks.
Lucozade
Energy drink brand Lucozade has unveiled a new blue range consisting of three new drinks across function, flavour and format.
The new drinks, dubbed Blucozade, is the first time Lucozade’s sub-brands will be united under a single launch, marking a change in the brand’s strategy.
Available from the end of February, Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush’s names give “little away”, with the brand adding it is “up to shoppers to discern the flavour” of these new products.
Suntory Beverage & Food GB and Ireland marketing director Elise Seibold said: “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive.
“Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year. With its three different flavour profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”
Dash
Fruit-infused sparkling water brand Dash has relaunched its popular Grapefruit flavour.
Originally launched last summer as a 300,000 limited-run cans, the brand responded to consumer demand to bolster its existing range by bringing back its best-selling drink.
Dash Water co-founder Jack Scott said: “We were over the moon with the response to Grapefruit when we launched it in the summer. Having achieved the highest rate of sales of all other Dash flavours in its first month, we knew we had to continue it. Hundreds of our customers reached out asking us to bring back the citrusly-good flavour, so that’s exactly what we did.”
“We’re proud that Dash Grapefruit – like all our sparkling waters – contains no sugar or artificial sweeteners and is genuinely healthy. Not only is it a delicious alternative to the excessively sugar and sweetener-filled mainstream soft drinks. Finally, a drink to feel good about!”
The brand also launched 500ml cans, dubbed ‘Big Dash’, last month in two of its most popular flavours – both available in Waitrose.
Foster’s Proper Shandy
Heineken UK is introducing a brand-new new variant to its popular beer brand, Foster’s, Proper Shandy.
Foster’s Proper Shandy marks the first innovation within the company’s larger category for decades, and aims to tap into consumer nostalgia by offering a classic and popular British drink in a convenient format.
Supported by a marketing campaign spanning across TV digital and out-of-home advertising, Foster’s Proper Shandy will be available across the grocery, wholesale, and convenience channels in 440ml packs of 4 and 10.
Heineken UK Foster’s marketing manager Richard Barnes said: “We are thrilled to be launching Foster’s Proper Shandy to the Off Trade, delivering something brand new into classic lager and reigniting interest in the category – not only for existing drinkers but also to help recruit new ones.
“Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price. Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too. We look forward to seeing how the innovation performs.”
Absolut Vodka Sprite
Sprite owner Coca-Cola and Absolut owner Pernod Ricard have partnered to develop a new ready-to-drink alcoholic product incorporating both brands’ signature taste.
The co-branded cocktail draws upon Absolut Vodka’s distinctive bottle shape front and centre, while the colour gradient reflects Sprite’s lemon and lime flavour.
The Coca-Cola Company alcohol ready-to-drink senior director James Davies said: “Our consumers are at the centre of everything we do, and it’s important that we provide them with a wide range of drinks that suit different tastes and occasions.
“The new offering of Absolut Vodka & Sprite is a combination of the familiar premium taste of Absolut Vodka with the iconic and signature lemon-lime taste of Sprite, giving our adult consumers a refreshingly tasty and trusted drink experience.”
Pernod Ricard global RTD portfolio director Francesco Ottaviano added: “While Absolut Vodka & Sprite have long been enjoyed together around the world, we now unite two powerhouse brands in a unique ready-to-drink product.
“We are thrilled to present this exclusive premium proposition in a convenient and portable format to our European consumers.”
Monster Reserve Orange Dreamsicle
Energy drinks brand Monster is expanding its range with the addition of Monster Reserve Orange Dreamsicle.
Owned by Coca-Cola, the brand’s new drink incorporates an orange flavour with vanilla to the Monster Energy traditional blend and adds to the now three-strong, Reserve range – alongside Monster Reserve White Pineapple and Monster Reserve Watermelon.
Alongside the new flavour, Monster has also added price-marked multipacks (PMPs) for its Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton ranges as it aims to provide greater value for shoppers and retailers.
Helen Kerr, associate director of portfolio development at CCEP GB, said: “Monster’s new product innovation record leads the energy drinks category, and has helped Monster add an extra £98.3m worth of sales in the past year. The first two Monster Reserve variants have proven popular with fans who love full-on flavour and we’re confident that the new Monster Reserve Orange Dreamsicle won’t disappoint.
“We know PMPs give shoppers a feeling that they’re getting better value for money, so in these challenging times the launch of price-marked multipacks for Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton offers a point of difference that shoppers can’t get in larger stores and will help to drive sales for convenience retailers”.
