In an industry first, breweries from around the world have joined forces in an innovative initiative to produce beer using the versatile, ancient West African grain, fonio.
Thriving in West Africa for over 5,000 years, and widely used in African cooking, fonio has huge untapped brewing potential as it is drought resistant, and requires no irrigation, pesticides, or fertilisers.
The "Brewing for Impact" initiative sees breweries from seven countries, including global industry leaders like Brooklyn Brewery, Carlsberg and Guinness, coming together to create a series of limited-edition beers that will spotlight fonio's remarkable qualities and is the creation of Brooklyn Brewery’s multi-award winning Brewmaster, Garrett Oliver, who pioneered fonio brewing in 2019.
It comes as Oliver celebrates his 30th anniversary with Brooklyn Brewery, where, for over three decades, he has continued to be a beacon of innovation in the craft beer movement, skilfully blending his passion for crafting exceptional beers with a steadfast commitment to social change within the industry and beyond.
"In some ways ‘Brewing For Impact’ is the most important work I've ever done," said Oliver. "If what we've started truly catches hold in the industry, we will hopefully start seeing the wider use of a grain that has no need for irrigation, fertilisers, pesticides or other chemical inputs.
“It also supports soil regeneration while providing a vital source of income for thousands of smallholder farms in West Africa, which are predominantly female-led – all while making some really fantastic beers. What more can you ask for?"
"Brewing for Impact" is rooted in Oliver’s belief in beer's power to unite people, cultures, communities and traditions. Embracing this vision, he has mobilised a diverse coalition of brewing partners alongside Brooklyn Brewery, including Maison Kalao from Senegal, Thornbridge from the UK, Omnipollo from Sweden, Carlsberg from Denmark, Russian River from the US, Jing-A from China, and Guinness – each tasked with crafting a unique beer made with fonio.
Rolling out throughout 2024, the series of limited-edition beers will spotlight fonio's remarkable qualities and potential to drive positive change, and a more sustainable future, with each respective brewery contributing its own expertise and creativity to the lineup. The collaborations, listed in order of their release, are as follows:
April - Maison Kalao (Senegal): The "Brooklyn A Dakar" Pilsner, is the latest from a newer lineage of fonio beers at Maison Kalao, initiated after witnessing Oliver's innovative use of the grain grown in their own country.
May - Thornbridge (UK): Thornbridge Brewery introduces the world's first Pale Ale – Cask Beer made with fonio. This blend of tradition and innovation celebrates a 15-year friendship, rooted in Oliver’s admiration for British cask ale, the tradition that sparked his brewing career.
June - Omnipollo (Sweden): Omnipollo’s "Blacker Chocolate Stout,” reimagines the first beer Oliver ever brewed for Brooklyn Brewery (Black Chocolate Stout), with a focus on fonio's sustainability.
July - Carlsberg (Denmark): The launch of a 100 per cent fonio beer is a collaboration that showcases both Carlsberg's and Garrett's enthusiasm for pioneering sustainable brewing practices and exploring fonio's potential in new frontiers of beer.
August - Russian River (US): Russian River’s Fonio Belgian blonde ale emerges from the deep friendship between Garrett and the owners of Russian River, Vinnie and Natalie Cilurzo, and their shared commitment to excellence coupled with a desire to explore being more sustainable in brewing.
September - Brooklyn Brewery (US): Brooklyn Brewery adds to its impressive fonio beer lineup with a new pale ale brewed with fonio, embodying the ‘Brewing for Impact’ ethos and Oliver's continued innovation with the grain.
October - Jing-A (China): The West Coast IPA made with fonio underscores a unique connection between Oliver and Jing-A, who first introduced Garrett to Beijing's brewing culture while exploring the historical significance of native grains like fonio.
November - Guinness - Guinness's "Fonio Stout" highlights Garrett's long-time adoration and respect for the iconic brand, which has deep roots in Africa and around the world and reflects his personal ties to Ireland – both a major source of inspiration throughout his brewing career.
The "Brewing for Impact"’" series of collaborations will also be showing their support for The Michael James Jackson Foundation for Brewing and Distilling, an organisation founded by Garrett Oliver himself. The Foundation, which is dedicated to funding scholarship awards for Black, Indigenous, and People of Colour (BIPOC) within the brewing and distilling trades, will receive a portion of the proceeds from all the beer released under this campaign.
Garrett's brewing exploration with fonio was inspired by esteemed Senegalese Chef Pierre Thiam, whose pioneering food company Yolélé has played a pivotal role in introducing fonio to the Western world. Captivated by Thiam's TED talk, Oliver saw the potential of fonio – cultivated in West Africa for over 5,000 years and recently celebrated as part of the UN's "year of the millet” – and embarked on a mission to create beers with the grain that not only taste exceptional, but also contribute to a more sustainable and equitable food system.
Leading muesli brand Alpen has unveiled its brand new major consumer campaign with the launch of media creative, “Alpen, it’s The Grown Up Thing To Do”.
The campaign follows Alpen’s recent investment in both packaging and product – after launching new premium and modern brand identity in January 2025, coupled with a new recipe with 30 per cent more fruit – which is the number one driver of liking for Muesli lovers.
The £2m value investment across TV, VOD and Social Media is expected to engage shoppers further, delivering news of Alpen’s significant refresh to screens nationwide.
The campaign comes hot off the success of parent-brand Weetabix’s renewed category investments, which saw consistent growth for its core line of cereals, with Alpen committed to revitalising the muesli category with the same level of drive this year.
The campaign introduces Alpen’s new cereal mascot, Ralph, who, like Alpen’s core audience, recognises the importance of starting his day with a balanced and wholesome, yet delicious breakfast, as he’s matured. The creative combines feelings of nostalgia and warmth through a humorous lens. It concludes that choosing Muesli is the ‘grown up thing to do’, with Alpen offering a start to the day that balances health and taste, without compromise.
Developed in partnership with creative agency, Mother, the campaign will include both 30s and 10s ad spots across primetime television and major social networks, including: ITV’s new historical drama Ruth Ellis Story, as well as prime time favourites Gogglebox, 24 hours in A&E and MAFS Australia, with an expected reach of up to 20 million consumers nationally.
“We’re incredibly excited to be back on air, as the number one brand in the category, this is exactly where we need to be. We knew that our creative had to cut through to resonate with our target audience and we believe we’ve achieved that with Ralph,” Louise Vickers, head of brand at Alpen, said.
“There is such a significant opportunity in the Muesli category for growth and, as the biggest Muesli brand we are committed to turning the segment around. This investment is a major step forward for us in reconnecting with Cereal lovers across the nation who are looking for a breakfast that is nutritious but still delicious.
“Armed with new branding, new packaging and our most delicious recipe yet, we want to show shoppers that choosing a healthier, more complete breakfast option is far from boring!”
High in fibre, made with 100% natural ingredients, HFSS compliant and made with a delicious blend of wholegrains, Alpen is backed by a revitalised message of being a tasty, but healthy choice for breakfast. Brimful of toasted wheat flakes, creamy rolled oats, crunchy nuts and juicy raisins, the relaunch looks to bring muesli back to its peak in cereal aisles at a key time of year for healthier eating.
Chocolate producer Lindt & Sprüngli has launched their 2025 Easter collection including a new Lindt GOLD BUNNY Salted Caramel Bar, Lindt GOLD BUNNY Flower Design range, Lindt Whole Hazelnut Gourmet Eggs and a selection of delicious Easter Eggs.
Lindt GOLD BUNNY Salted Caramel Bar 115g (RRP £3.75)
Following the successful launch of the Lindt GOLD BUNNY Milk Chocolate Bar last year, Lindt has extended the range to one of the nation’s favourite flavours, Salted Caramel.
Lindt GOLD BUNNY Salted Caramel
The indulgent new Lindt GOLD BUNNY Salted Caramel bar depicts an embossed Spring design of the nation’s beloved Easter bunny. Crafted by the master chocolatiers, this new bar uses the original GOLD BUNNY chocolate with Salted Caramel pieces.
This Lindt GOLD BUNNY has a new flower foil design and is now also available in 100g format, appealing to all generations and Spring occasions, and a fantastic seasonal decoration for customer’s Easter tables.
The new Lindt GOLD BUNNY Flowers Design Easter Egg (310g) is filled with one Lindt GOLD BUNNY Flower design (100g), 5 mini–Lindt GOLD BUNNY Flowers (10g), and a Milk Chocolate Egg.
Lindt GOLD BUNNY Milk Pink & Blue Flowers
The Lindt GOLD BUNNY Easter Egg collection has had a makeover this Easter, with a new and eye-catching gold design and vibrant red bow. Available in a range of sizes: 115g (RRP £7.00), 195g (RRP £10), 250g (RRP £13.00), 310g (£20.00) with 360g exclusive to Tesco (RRP £20.00).
Available in creamy Milk Hazelnut and decadent Dark Hazelnut, these new gourmet mini eggs are a fantastic gift for a nut lover and even better for sharing.
Lindt Whole Hazelnut Gourmet Eggs
Each mini egg contains a whole hazelnut, surrounded by a hazelnut cream, then encased in either Dark or Milk chocolate.
New LINDOR Easter products
The firm has introduced a vibrant and contemporary new design for the LINDOR Easter Egg range this year. The range is even more eye-catching with the most premium red and gold packaging. Available in the following sizes: 183g (RRP £10.00), 260g (RRP £13.00), 310g (RRP £20.00), 348g Tesco Exclusive (RRP £20.00) and 400g (RRP £25.00)
LINDOR Rainbow Easter Egg 310g (RRP £20.00)
Containing the widest assortment of LINDOR truffles than ever before, this exciting Easter Egg is an absolute must for any LINDOR fan!
LINDOR Rainbow Easter Egg
A kaleidoscope of LINDOR truffles adorn this striking Easter Egg including; bestselling, Milk, White, Extra Dark and Salted Caramel truffles and for flavour explorers - Pistachio and Coconut truffles. It’s the perfect centrepiece for Easter celebrations.
LINDOR Heart Easter Egg 400g (RRP £25.00)
This Milk chocolate Egg includes nine LINDOR Milk Chocolate Hearts and nine LINDOR Milk Chocolate truffles. A popular choice for the LINDOR Milk Chocolate enthusiast.
LINDOR Dark Mint Chocolate Easter Egg 260g (RRP: £13.00)
Ideal for dark chocolate lovers, this rich Dark Chocolate Egg is accompanied by new LINDOR Dark 70% Mint truffles.
Each truffle features a smooth dark chocolate shell made from 70% cocoa, enveloping a creamy, melting mint filling. The delicate balance of intense cocoa and cool mint delivers a refined taste that melts in the mouth, offering the signature LINDOR moment of bliss.
LINDOR Dark Mint Chocolate Easter Egg
Discover a rainbow of different flavoured LINDOR Easter Eggs from popular White, Salted Caramel, and Strawberries & Cream to new flavours such as LINDOR Tiramisu and Pistachio (Tesco Exclusive) – there is something for every taste!
(Pricing is at the sole discretion of the retailer).
HEINEKEN UK is revamping its acclaimed loyalty programme, Star Retailer, by introducing a new participation and rewards framework for convenience retailers, as well as a redesigned website.
In the UK convenience channel, the beer and cider categories are worth £1.3bn and £372m, respectively , with HEINEKEN UK owning 24.5 per cent of total impulse.
With many of the biggest brands forming a part of HEINEKEN UK’s leading portfolio, Star Retailer aims to help retailers maximise the opportunity by providing category advice tailored to convenience stores, encouraging the development of a profitable and trending beer and cider range and offering rewards which increase based on their level of participation.
The new iteration of the loyalty scheme will provide three reward levels – Star Retailer, Star Plus and Star Platinum.
Retailers will unlock a tiered set of exclusive benefits and cash incentives, up to £100 per bimonthly cycle, starting in April 2025.
By stocking and promoting HEINEKEN UK’s wide range of beer and cider brands – including their no- and low-alcohol alternatives – such as Heineken, Heineken 0.0, Foster’s, Desperados, John Smith’s, Birra Moretti, Cruzcampo, Strongbow, Inch’s Cider and Old Mout, retailers will be able to unlock their desired level, with additional guidance from their Field Sales Executive.
Retailers can claim the rewards either through their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint.
Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint unit. Through this, retailers will be able to claim rewards as cash, offering a streamlined solution for redeeming rewards and boosting sales.
The newly reimagined Star Retailer website – www.starretailer.co.uk – not only has a new look and feel, but will also act as a gateway for information for convenience retailers looking to access key resources and support tools to help boost visibility and drive their beer and cider sales.
Operating for over 14 years, HEINEKEN UK’s Star Retailer programme has collaborated with 18,000+ stores, helping retailers drive significant revenue. Boosting category sales by over 13 per cent, on average, stores in the scheme see an additional £11,000 in beer and cider sales each year.
Sarah Romain, National Field Sales Manager – Off Trade, at HEINEKEN UK, comments, "We are thrilled to relaunch our Star Retailer scheme with a fresh approach that reflects the evolving needs of convenience retailers.
"We’ve worked closely with our retailer partners to redesign the programme, ensuring it provides valuable, tailored support to help them grow their beer and cider sales.
“2025 is set to be a huge year for beer and cider in convenience. Retailers have an excellent opportunity to grow sales by stocking up on bestselling and much-loved brands which align with the trends we’re seeing in the market – including the growth of moderation, and consumers’ increased interest in discovering new drinks, with depth.
"The range of products under each tier of the Star Retailer scheme offer just that. Along with new rewards, exclusive benefits, and an easy-to-use website, we’re proud to invest in helping our retail partners demonstrate excellence in beer and cider retailing for this year and beyond.”
Participating stores will need to provide an email address, to share updates, offers, and process rewards. RTM ID will also be required, to transfer rewards funds, and enroll retailers onto the scheme.
The Star Retailer scheme is open to both new and existing HEINEKEN UK customers, with no initial cost to join. Retailers can apply online via www.starretailer.co.uk.
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Pepsi MAX Thirsty for More campaign offering exclusive merchandise prizes like hoodies, hats, bags, and skateboards.
Pepsi MAX is tapping into the consumer demand for caffeine-free options with Pepsi MAX Caffeine Free 500ml bottles, available across retail and hospitality channels from March 2025. This comes as 79 per cent of 18-35-year-old cold soft drinks shoppers are interested in caffeine, sugar free cola, and it is becoming a key choice for lunchtime and afternoon occasions.
Pepsi MAX Caffeine Free is the leading no sugar and no caffeine cola in the category, growing at 47 per cent YOY and worth £20m RSV. Caffeine Free 500ml bottles will expand its reach – unlocking even more occasions to enjoy a cola without caffeine.
In addition to this, and building on the success of last year's rebrand, Pepsi returns this March with a nationwide Thirsty for More campaign, giving consumers a chance to win exclusive Pepsi merchandise. The promotion is live across all Pepsi packs until 30 April, offering thousands of Pepsi branded prizes including hoodies, hats, bags and skateboards. All shoppers need to do is simply purchase a Pepsi pack in-store or online and scan the QR code for a chance to win. The activity will be supported by unmissable in-store displays and point of sale material across all major retailers.
Summary Terms & Conditions:
UK, 18+. Online Instant Win: Between 06:00 – 23:59 daily, 18/02/25 – 30/04/25. No purchase necessary. Internet Access Required. Scan QR code on can or bottle or visit www.joy-pepsico.eu/en-gb/brands/pepsi/thirsty-for-more, log in or register by submitting details (full name, email address & country) to find out instantly if you have won. Prizes: 10,000 x Pepsi merchandise prizes incl. clothing, bags and skateboards. Prizes allocated randomly. Max 1 entry p/person p/day. Max 1 Prize p/person. Wrap Up Draw (max 1 entry p/p): 01/05/25 – 01/06/25. Wrap Up Draw Prize: 50 x Pepsi merchandise prizes incl. clothing, bags and skateboards. Prizes allocated randomly. Full T&Cs & Prize details: https://www.joy-pepsico.eu/en-gb/promotions/pepsi/thirsty-for-more. Promoter: PepsiCo International Limited.
Lucozade Sport is bringing a zesty new launch to chillers across the nation from March. Lucozade Sport Ice Kick is a new collaboration with beloved England football star and Lucozade Athlete Jude Bellingham.
With a kick of zesty citrus flavours, the refreshing sports drink features Jude Bellingham on the front of pack to drive stand-out in the chiller and appeal to football fans across the country.
Significant marketing investment putting Bellingham front and centre will drive sales for retailers, including video content on both Lucozade Sport’s and Bellingham’s social channels to engage with football fans and shoppers directly.
Lucozade Sport Ice Kick will be available in both standard and price-marked 500ml bottles as well as 4x500ml multipacks from early March. As we move into spring and the weather starts to gets warmer, this new launch is set to boost retailers’ soft drinks sales at a perfect time in the lead up to the key summer selling season, boosted by a new football season on screen.
We have loved working closely with Jude to bring this icy new team member to chillers this season," said Tom Bell, Marketing Director at Suntory Beverage & Food GB&I (SBF GB&I). “This refreshing new addition to Lucozade Sport’s range is set to be a huge hit with shoppers and football fans, and our proven track record of launching new flavours with our sports stars means we’re confident that retailers will see it kick off an unbeatable summer of sales!”
Retailers should cite new Lucozade Sport Ice Kick alongside the brand’s core Orange and Raspberry flavours as well as Blue Force, last year’s popular addition, to capture attention from existing and new shoppers alike. The icy cues of the bottle including condensation drops on the label have been developed to help retailers drive impulse sales from shoppers looking for chilled hydration and fuel, or simply something new and refreshing from the category.
Lucozade Sport Ice Kick will be fully supported by a suite of impactful POS across wholesale and convenience to help retailers and wholesalers drive maximum sales from launch onwards.