Calbee UK has redesigned the packaging of its popular Loaded range and introduced new Loaded Rings. Launched last year under the Seabrook brand, Loaded is already worth over £8million and outperforming some key snacking brands and competitors.
The new tangy Sour Cream & Onion Rings, fully loaded and seasoned to perfection, will be available in a multipack, sharing bag and £1 PMP pack. The addition of Loaded Rings to the Loaded line-up, which includes Crunchy Cheese & Bacon and Seaside Salt & Vinegar Fries, provides an iconic snack shape to extend consumer appeal.
The pack redesign captures the core Seabrook heritage and personality through a contemporary look and feel. In addition to creating stand out on shelf, the new pack aims to attract a wider group of shoppers in the category.
The broader Seabrook Crisps brand has also been performing phenomenally well in recent months and is growing at +32.2 per cent year on year, outperforming the category which is +3.7 per cent over the last 52 weeks. Now worth £74 million, the brand continues to go from strength to strength.
“The new pack design gives Loaded real shelf standout and links it more closely to the Seabrook brand, which has a loyal consumer following,” said Claire Hooper, marketing director at Calbee UK.
"Loaded has performed extremely well in its first year and targets several different snacking occasions. We look forward to building on this initial success.”
Seaside Salt & Vinegar Fries will also now be available in a sharing bag following the success of the multipack.
The new Loaded range will be introduced at the beginning of July. Loaded Rings will be available from selected major retailers as well as Cash & Carry and Wholesale operators.
Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.
This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.
Bringing the jumpers to life, a series of social videos sees models showcase the jumpers whilst sprinkling in a few recognisable footballer celebrations. Fans will have a chance to win one of these rare Christmas jumpers through an online competition on the brand’s social media channels.
The kit comes in two distinct variations: a green Carlsberg Danish Pilsner ‘Home’ kit, featuring the number 12 for the 12 days of Christmas, as well as a blue ‘Away’ kit for those who are celebrating Christmas away from home, with 00 on the back encouraging drivers to choose the alcohol-free Carlsberg 0.0.
“We had an amazing response from our followers to a mock-up Carlsberg Christmas jumper that we shared last year, and this year we wanted to give our fans an early Christmas gift by launching the real thing,” Sam Johnson, head of marketing, said.
“Carlsberg has such a strong association with football, and we wanted to celebrate this with these fantastic Christmas jumpers, whilst keeping the sense of humour the brand is renowned for. With a ‘knit launch’ in the colours of our classic Carlsberg Danish Pilsner and for our alcohol-free Carlsberg 0.0, we’re making sure everyone can be involved and enjoy the festive season responsibly.”
As part of the campaign, the brand is raising awareness of the Drinking Check from Carlsberg Marston's Brewing Company’s responsible drinking charity partner, Drinkaware, with a social story encouraging fans to take the Check for a Christmas that is both ‘noughty’ and nice.
Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.
Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13% YoY growth, offering even bigger profits for retailers.
The three varieties available in new 500ml cans have been carefully selected, with sales data places them as the best selling in Boost’s 250ml Energy range.
Boost Original Energy is rated 1st for taste among Original competitor products, and Original flavours remain strong in the category with a 28% year on year growth. With flavours representing 32% of Energy Stimulation sales, marking a substantial +28% growth YoY, Red Berry is a guaranteed hit with consumers in the new larger can. Plus, the sugar-free energy drinks category has seen a remarkable +23% YoY increase, and the new 500ml Sugar Free Original can caters for the growing trend in health-conscious consumers, with 1 in 3 now opting for more sugar-free beverages.
Adrian Hipkiss, Commercial Director at Boost Drinks says: “It is a very exciting moment for us to be expanding on our hugely successful 250ml energy range with a new 500ml offering. We’ve identified the trend in consumer demand for larger, on-the-go formats with 500ml showing huge growth in the sector, so to be able to launch our iconic Original flavour, also in Sugar Free, alongside the flavour-favourite Red Berry is not just huge for consumers looking for a bigger can on the go, but also for retailers who can now enjoy XL profits. We’re forever committed to innovation and excellence within the soft drinks category and are excited to see the new cans roll out across wholesale and convenience.”
These new products underscore Boost's continual dedication to offer retailers the opportunity to communicate great value on fixture vs. the major multiples, in line with its Honest Broker approach that underpins Boost’s commitment to being a transparent and collaborative partner to wholesalers and retailers.
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Smirnoff announces new global partnership with Troye Sivan
Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.
One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.
Amidst this busy schedule, Sivan will now step into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The campaign is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, it aims to create a more connected, open and exhilarating world.
“We are so excited to partner with Troye - as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas at Diageo, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The partnership launched this week across socials, after a series of teaser drops, with a video showing Sivan taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world.
Sivan said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of. "Go OFF” is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne.
The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries including the UK, Brazil, Australia and India over the coming months and forms part of Diageo's wider focus on embedding their brands at the heart of key cultural moments for consumers - from music and fashion to sports, food and more.
Seabrook Crisps has unveiled a new price marked pack for the popular Fire Eaters.
Part of Seabrook’s Loaded sharing range, Fire Eaters Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are now available in a 65g bag with a price mark of £1.25.
“Shoppers rely on Seabrook to deliver flavour and great value by the bagful and our retailers look to us to drive snack sales – which is exactly what we have done with our Fire Eater price marked packs,” Claire Hooper, marketing director for Calbee UK, owner of Seabrook, commented.
“Spicy notes are a key trend, especially from brands that consumers know and love, which is why our Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are already a huge hit. Combine the popularity of these flavours with a price mark and we know that taste buds and tills will sing!”
Luxury chocolate brand Cox & Co. is targeting dark chocolate lovers with its brand new Blood Orange Crunch bar, crafted from 60 per cent single-origin Colombian cacao.
With almost two-thirds of chocolate buyers enjoying two or more flavours in a chocolate bar, it’s easy to see why Cox & Co.’s flavour combinations of velvety rich dark chocolate and delicious superfoods are so popular and its latest addition to the range is sure to be no different.
Blood orange is characterised by its deep red flesh and sweet citrusy taste and in its new Blood Orange Crunch Bar, Cox & Co. has paired Blood Orange oil with raw cacao nibs for a zesty flavour, and balanced it with subtle vanilla notes and a moreish crunch.
“We are thrilled to be launching a brand new flavour of our popular 75g dark chocolate bars. Orange-flavoured chocolate is one of the most sought-after amongst chocolate buyers, so we wanted to deliver on this, but with a Cox & Co. twist!” said founder, Gavin Cox. ”The combination of zesty, citrusy flavours with the slightly bitter coffee notes, make the new Blood Orange Crunch bar the perfect treat for dark chocolate fans.”
Blood Orange Crunch is joining Cox & Co.’s range with six other delicious vegan flavours to choose from, including Miso & Caramel, Mint Crunch, Bee Pollen & Honey, Raw Cacao Nibs, 71 per cent Dark Chocolate and Single Origin Pure Cacao (100 per cent).
“Our original range of dark chocolate bars continue to be our best-selling product, with customers continuing to enjoy the unique flavour combinations, blended with our single-origin Colombian cacao. We expect our new Blood Orange Crunch to be very well received and look forward to hearing what customers think,” added Gavin.
Cox & Co.’s cacao is sourced from Colombia’s Luker Chocolate estate as part of "The Chocolate Dream" initiative, which invests in farmers, communities and sustainable farming methods to produce chocolate that’s as ethical as possible.
Cox & Co.’s NEW Blood Orange Crunch Bar is available to retailers nationwide (priced from £13.50, 3 x 70g bars).