Purdey’s is the original natural energy drink. It's a sparkling blend of fruit juices, botanicals, energising B vitamins, and has been delighting people for over 30 years, providing a pick-me-up for consumers looking for an energy lift throughout the day, but who want it delivered through more natural, great tasting ingredients. In fact, Purdey’s delivers against three key factors that customers look for in soft drinks today: it tastes great, which is paramount;it has added functional benefits for body and mind; and Purdey’s is a beacon brand in wellness, thanks to its iconic silver bottle, strong brand awareness and broad appeal.
How is your brand currently performing?
Purdey’s has seen growth of almost 70% and added £3.5m in value to the soft drinks category over the past four years, and we're expecting this growth to continue into 2021 with the introduction of two new flavours, Refocus and Replenish, plus our £1.5m above-the-line campaign going live in May. The growth of Purdey’s in recent years has been exceptional and we're really confident in our new flavours, new pack design and new formats, to help us continue to drive sales of the brand.
How is the functional wellness drinks market currently performing?
What we're seeing is how consumers have adopted new food and drink and even lifestyle habits. One in five people have begun to take vitamins since the start of lockdown, and nearly 47% of people agree they will eat more foods to support their immune system. So it's no surprise that the functional wellness drink segment has grown in popularity.It's appealing to those people who are looking to enhance their diets, or feel that extra goodness going into their body. The category is worth £240m, about 2.7% of total soft drinks. What's most exciting about this category is that shoppers are willing to pay more for it – double the pence per litre of a regular soft drink. For that reason, it's a really lucrative opportunity for retailers to take advantage of.
Do you have any new product development?
Indeed – we've gone through a brand redesign, plus we've launched new products and new formats. We've kept our iconic silver bottle look, but we've dialled up the benefits so consumers understand more about what we have to offer, and we're also dialling up the flavour.
And we've launched two brand-new flavours. Refocus is a blend of dark fruits, naturally caffeinated with low levels of caffeine and containing guarana and B vitamins, inspired by helping people who want to stay mentally sharp.
Replenish, our other brand new blend, is a lighter, refreshing, sparkling raspberry and rose extract. This one is under 50 calories per bottle and is enriched with B vitamins and magnesium to help restore natural balance.
We also have a new multipack slimline can offering – a great opportunity for retailers to tap into the take-home opportunity, which we've seen increase over the past year.
How are you supporting your brand & NPD?
This year sees our highest-ever digital spend on the brand with a digital advertising spend of £1.5m as we know this is where our audience spend most of their time. In addition, we have in-store PoS perfect for independent outlets, designed to help consumers navigate the fixture and educate shoppers on the benefits of Purdey’s and why they should be buying it. We're working really hard to ensure that consumers essentially are aware of the Purdey's brand and why they should buy into it.
How important are independent retailers to your brand?
Independent retailers are extremely important to the Purdey’s brand, and we're committed to helping them drive sales and reach their full potential within the functional wellness segment. We see wellness as a huge untapped opportunity for independent retailers. If the impulse category got its fair share of the wellness market, it'd be worth an additional £27.2m – equating to an additional £812 per store.
In fact, with 46% of shoppers agreeing that shopping for health and wellness products is very confusing, it's important that retailers offer a clear range of best-selling brands that taste really great. More importantly, merchandising these products together helps consumers to navigate the fixture. By clearly communicating and signposting this category, we can show why it's worth paying more for them, and where to find them – particularly in convenience as lockdown restrictions lift and consumers are increasingly looking for on-the-go soft drinks.
What trends are occurring in the sector?
More people are looking for benefits above and beyond their standard diets, such as boosting energy levels, maintaining a healthy heart, even encouraging strong brain function. Nearly half of people are eating more food to support their immune system, and 31% of shoppers are now interested in premium soft drinks that contain functional attributes. So it's really no surprise that the functional wellness sector has grown in popularity, appealing to those people who are looking to enhance their diet and put extra goodness into their body. The biggest area of the segment remains the energising or multivitamin area drinks where Purdey’s is a key leading brand. Areas such as gut health, relax, and body image are much smaller, but are emerging slowly, so retailers should stock brands with strong awareness, broad appeal and great taste.
First launched in 1944, Nido is an extremely versatile and practical dried whole milk powder. It can be used in many recipes and drinks as a simple substitute for fresh milk. More than 800 glasses of Nido are consumed around the world every second, with Nido 900g & 400g being in the top five per cent of World Foods SKUs!1
How is your brand currently performing?
Nido continues to go from strength to strength, with the full year projection for 2024 for the total range being worth over £36m RSV. Over half of Nido sales comes from the wholesale and convenience channel, showing just how important independent retailers are to Nido.
How is the World Food market currently performing?
The World Foods category is worth £670m, growing at +14 per cent CAGR2, Nido plays within Oriental, Afro-Caribbean and Asian which are all growing segments, as non-EU net migration continues to grow. Within the World Foods category, positive macro indicators suggest this growth trend will continue with net migration at 685k over the last year3, this is a great time to grow your World Foods offering within your stores!
How are you supporting your brand and NPD?
We support Nido with recipes and inspiration throughout the year. The key campaign which is live NOW is “Light up your sales with Nido”. Nido is relevant throughout the year but during Diwali, Nido is traditionally used in recipes and for celebration. Diwali is celebrated by 1.5 million people in the UK every year4 so retailers being aware of the uplift to sales that stocking Nido during this period will provide, is key. We also run a “taste of home” campaign to remind shoppers of exactly that – that the Nido consumers loved in their childhood is available at their local shop!
How important are independent retailers to your brand?
Extremely important. The role these guys play in their communities and beyond makes these retailers our brand ambassadors in a way, so we need to ensure we support them directly. Local communities trust the products they buy from their shelves. Being an ex-retailer myself, I always try and ensure the decisions I make have the independent retailers in mind.
What trends are occurring in the sector?
The world foods category is split between shoppers who are looking to find a taste of home, and shoppers who are looking to explore different cuisines. Winning in this sector means providing relevant solutions for both of these groups, for which luckily Nido is your answer! Nido is a brand that shoppers recognise from home, and therefore stocking Nido will be an instant basket driver for shoppers. For explorational shoppers, we have social media content highlighting delicious recipes with Nido at the heart of them. Nido really is the answer to world foods!
Describe your brand in three words …
Taste of Home
1 Seed Qualitative Research 2019
2 IRI Total Stores 52 weeks to April 2024
3 Net migration to the UK– The Migration Observatory (ox.ac.uk)
Marketing Manager Amy Heap talks about the c-store heritage brands that set KP Snacks apart from the competition and explains why they are doing so well
Can you please give an overview of your brand?
At KP Snacks, we offer a wide-ranging portfolio of crisps and snacks. One aspect of our range that sets us apart is our selection of classic Heritage Brands. With Nik Naks, Wheat Crunchies, Space Raiders, Roysters, Discos and Frisps, we’re tapping into the growing consumer demand for “Modern Nostalgia”, maintaining the positive associations our consumers have with these brands and making sure they remain relevant in today’s market. As well as being great tasting, fun and familiar, these products offer great value to shoppers with unique and flavourful brands that consumers trust and love.
How is the range currently performing?
Our unique brands are delivering sustainable growth to the Convenience channel. Last year, Nik Naks and Discos were in the UK’s top ten fastest-growing Food & Drink brands, with Wheat Crunchies growing by over 50 per cent1. Space Raiders is also driving sales within the channel, growing at +4 per cent2. Meanwhile, Roysters T-Bone Steak £1.25 PMP is outperforming the PMP segment in both volume and value.3 These unique brands have become staples of the Convenience & Impulse channel, offering consumers a mix of value, familiarity, quality and great taste.
How is the market currently performing?
Bagged Snacks is a strong and resilient category with huge scale, now worth over £4.3bn4 and growing. At KP Snacks, we have a track record of strong performance with our Heritage Brand portfolio currently growing at +6 per cent5.
Now more than ever, consumers are looking for products which are considered to offer good value for money, with retailers saying customers are looking for value and deals6. While our range offers everyday value it also bridges the gap between nostalgia and relevance, making them hugely popular.
How are you supporting your brand?
We’ve recently launched an exciting new £45,000 retailer incentive for our Heritage portfolio. Running until October 13, the new giveaway offers retailers the chance to win one of 90 £500 cash prizes by purchasing cases of Discos, Space Raiders, Nik Naks, Roysters, and Wheat Crunchies.
The incentive showcases our range and the critical role it plays within the Bagged Snacks category as a staple of the Convenience & Impulse channel. We’re also distributing new POS kits to drive standout of Heritage brands in-store and help increase retailer sales.
Our new POS package features the strapline “Extra Taste, Extra Fun and Extra Sales” and includes vibrant dump bins, shelf wobblers and shelf strips to help retailers capitalise on the strength of KP Snacks’ Everyday Value brands, delivering stronger customer visibility to drive sales growth.
We also recently launched brand new packaging across our Discos range, giving this classic brand a more contemporary feel. With vibrant colours and a dynamic design, the new packs deliver a more impactful standout on shelves.
Do you have any new product development?
We are committed to bringing innovation to the category with our NPD strategy, anchored in insight and delivered in a range of formats to bolster retailer sales.
We continue to innovate across our Heritage Brands range to deliver further differentiation.
We recently launched Nik Naks Rib ‘N’ Saucy in Grab Bag format, reintroduced the sought-after Nik Naks Scampi and Lemon in a £1.25 PMP and launched Wheat Crunchies Spicy Tomato, driving consumer interest and sales.
Most recently, we launched Discos Prawn Cocktail £1.25 PMP, capitalising on the considerable growth of Prawn flavours in the UK market. Worth £154m and growing +16 per cent YOY7, Prawn flavours are increasingly in demand.
It’s not just our products we’re innovating – we’re constantly reviewing and improving our packaging in line with our commitment to use as little plastic packaging as possible. This year we reduced plastic packaging across our Discos, Roysters and Frisps six-packs by 35 per cent by implementing new flow wrap equipment. Equivalent to 100 tonnes of packaging saved annually and 620 fewer lorry journeys, our packaging innovation helps to minimise our environmental footprint.
How important are independent retailers to your brand?
Retailers are hugely important to our brands and we are committed to delivering great value to our consumers, while also providing the right products in the right formats to drive sales for our retail partners and incremental category growth.
Heritage brands are a critical part of core ranging, with these products in particular appealing to consumers looking for great value snacks and representing brands that are iconic and well-loved in their own right.
Our new incentive is specifically designed to reward retailers and help them boost their sales by leveraging familiar brands which deliver everyday value and strong consumer appeal.
What trends are occurring in the sector?
PMP formats have seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high. PMPs offer consumers great value for money, with clear pricing reassuring shoppers that they’re getting a good deal. Food to Go missions are also on the rise at +15 per cent8.
We have an extensive PMP portfolio, offering a range of tasty snacks at a variety of prices to suit all budgets and occasions. Our smaller format PMPs include the UK’s number one best value brand, Space Raiders, in a 40p PMP, alongside Discos, Skips and Wheat Crunchies at 50p with Nik Naks Nice ‘N’ Spicy and Nik Naks Rib ‘N’ Saucy available as £1.25 PMPs.
Describe your brand in three words …
Great-tasting, fun, trusted.
1 Nielsen IQ, Total Convenience Bagged Snacks Report, Total Volume, MAT 13.07.24
2 Nielsen IQ, Total Convenience Bagged Snacks Report, Total Volume, MAT 13.07.24
3 Nielsen IQ, Total Coverage, Total Value, MAT 13.07.24
4 Nielsen IQ, Total Coverage, Total Value, MAT 13.07.24
5 Nielsen 52 w/e 10/08/24
6 Figures quoted from KP Snacks/ ACS survey of 28 retailers, August 2022
7 Category – NielsenIQ, Scantrack, 52 w/e Oct 2023 - Total Coverage
Becky Allan, Marketing Manager at snack brand Takis, tells us how the super-fiery chilli flavours of this market-conquering phenomenon are the secret of its hot success
Can you please give an overview of your brand?
Takis first made a name for itself when it went viral in the US, with global sales of the popular rolled tortilla chips surpassing $2bn. Every Takis product is known for its fiery flavour, intense crunch and unique tortilla roll, providing consumers with an exciting and unmatched snacking experience.
The UK convenience sector can now enjoy the brand’s three SKUs: the best-selling Fuego flavour provides a blast of flaming hot chilli pepper and tangy lime, earning it an “EXTREME” rating on the brand’s Heat Meter. Takis’ Volcano variant meanwhile offers an intensely cheesy flavour with a cheeky fiery kick. The newest SKU, Dragon Sweet Chilli, ensures every bite is filled with a spicy sweet chilli flavour combination that tingles your taste buds. Marked as “Hot” on the Takis Heat Meter, these hot and spicy corn chips are sure to thrill true chip lovers.
How is your brand currently performing?
Takis is outperforming the wider snacking market with value growth of +8.1 per cent, making up 18 per cent of the market1. We are currently the fastest selling in the top 50 in the snacking category, driven by our increased distribution (+24 per cent YOY) 2.
When it comes to the convenience sector specifically, Takis is worth over £13 million and is in growth, seeing sales of over 6.1m packs a year3. We see no signs of this slowing, as Takis continues to cater to those looking for an intense snacking experience. In fact, our brand has a 23 per cent market saturation4, helped by our range of formats including the new PMP grab bags. This is a launch we’re particularly proud of, as it broadened our availability into the convenience channel – an area crucial to the snacking market.
How is the category currently performing?
The total market is proving a big profit driver for retailers, worth a huge £2.14bn, seeing 1.46bn packs sold a year5. When it comes to the tortilla sub-category, the convenience channel is seeing growth of +4.3 per cent year-on-year6. In the convenience sector, we’re seeing sharing formats grow at the quickest rate: +14.4 per cent year on year7!
The growth of the market is something that excites us here at Takis – there’s room to continue to expand and innovate, helping retailers provide snacking offerings that cater to a range of shopper wants and needs. There are lucrative profit opportunities to be had by retailers, and we’re here to help them make the most of them.
How are you supporting your brand and NPD?
This year has been a particularly exciting one that has seen us make significant headway in terms of establishing ourselves as a major player in the snacking category. With a marketing focus that sees us go where the consumer is, we are focusing our efforts on where Gen Z spend most of their time – social media. TikTok and Instagram are both incredibly important platforms; they enable us to not only be visible but build a community of fans and followers that we can engage with.
This clear, single-minded focus delivered two milestone for the year, the first being the launch of our third SKU into the market in April – the inimitable Dragon Sweet Chilli. This August then saw us launch Takis into the convenience channel, following a six-month stint exclusive to grocery, with a PMP offering that is bespoke to this sector. In a UK first for our brand, Takis’ three SKUs are available in PMP format, allowing retailers to capitalise on the market that is growing at +17.6 per cent value and +6.8 per cent units year-on-year8. Available to order via Booker Wholesale UK, Fuego, Volcano and Dragon Sweet Chilli are available in a 55g pack, price marked at £1.25.
How important are independent retailers to your brand?
Independent retailers are hugely important to our brand – and we are thrilled to have launched our products into this sector. Our core target audience is Gen Z – we know that they are the super snacking generation and more likely to buy on impulse, with independent retailers being perfectly placed to leverage this. When it comes to shopper attitudes to snacking, bold and strong flavour choices are dominating purchase decisions. While planned purchases lend themselves to “weaker” flavours, impulse purchase (57 per cent of shoppers buy bagged snacks at least once a week9) is where intense flavours, such as chilli and paprika, have their moment to shine10.
What trends are occurring in the sector?
The “Need for Heat” is not showing any signs of stopping, as 33 per cent of snackers are looking to explore new intense flavours in the category11, suggesting a continued interest in spicy flavour profiles. In fact, 35 per cent of consumers say they buy intensely flavoured crisps and bagged snacks with crunch because they like spice, 30 per cent because they like intense flavours and 33 per cent because they like to explore new flavours. This makes clear that NPD around intense flavour will be key to maintaining consumer interest.
Describe your brand in three words
Bold. Fiery. Daring.
1 Circana – Total Market – Total Crisps, Baked & Snacks – L52 w/e 12/05/24
As Scandinavian Tobacco Group enters the next gen arena with its new XQS nic pouches, Prianka Jhingan, UK Head of Marketing at STG, explains how the best things come in small packages
Can you please give an overview of your brand
Earlier this summer STG UK entered the next gen nicotine category with the launch of XQS pouches. This new range has been created in Sweden, the home of nicotine pouches, and has been available from May onwards, competitively priced at just £5.50. XQS has launched in a range four great flavours with a variety of strengths: Tropical, Blueberry Mint, Cool Ice and Arctic Freeze. While the Tropical and Blueberry Mint variants give users a fruity burst of flavour, the Cool Ice and Arctic Freeze variants offer minty flavour and an icy, cooling sensation. All four variants come in fully recyclable packaging and smaller-sized pouches for a better fit.
How is your brand currently performing?
It’s very early days, but the anecdotal evidence we’re getting from retailers and consumers is already very positive. We really believe in this brand and think it genuinely brings something different to the market, and that’s for two specific reasons. Firstly, and most importantly, XQS is all about high quality and long-lasting flavour which we feel confident is better than the other brands out there. We know once consumers try it, they love it! Secondly, it would be the uniquely smaller-sized pouches which ensure a perfect and delicate fit under the lip.
How is the nicotine pouch market currently performing?
Nicotine pouch sales are really gathering pace in the UK, with the category now worth just over £90m* in annual retail sales – and this figure doesn’t include sales taking place online. This is because many adult smokers have been transitioning over to next gen products such nicotine pouches over the last few years, so they have become an increasingly important part of the mix for convenience retailers. And with the upcoming disposable vape ban due in April next year, this is likely to mean many more consumers will be looking for alternative next gen products, so we’d advise retailers to talk to their regular customers to let them know what their options are. Nicotine pouches like XQS are likely to see a surge in sales as they offer consumers a very credible and attractive alternative due to their exciting flavours, discreet nature and ease of use.
I think in general nicotine pouches tend to be consumed by a mix of customers. Almost certainly the largest group will be transitioning smokers who are moving away from tobacco and into the next gen nicotine category. But there are also other groups who are enjoying nicotine pouches too, whether they be young urban professionals, trend setters or more socially conscious young adults. For XQS, we believe our sweet spot is targeting those young urban professionals and trend setters who are existing pouch users and value taste, quality and are willing to try new innovative brands.
How are you supporting your brand and NPD?
Firstly, from a trade perspective, our growing sales force is connecting with thousands of convenience retailers on their visits this summer to talk them through XQS and explain what merchandising and point-of-sale materials are on offer to help maximise sales. To complement that, we also have a series of educational wholesale depot days planned throughout the remainder of the year, when we will visit high-footfall wholesalers to showcase XQS, talk about our strong brand heritage and talk the visiting retailers through the uniqueness of the product. So, watch out for those!
Then, to help drive consumer demand we also have a major summer activation program underway to get “cans to hands” and help bring XQS into the minds and pockets of thousands of consumers in a variety of ways. This will include an exciting mix of sampling at festivals, city sampling takeovers in major cities across the UK, office-drops and social media advertising.
How important are independent retailers to your brand?
Independent retailers are very important, as a large percentage of pouch sales go through them, so our sales reps are working hard to give retailers the information and sales material they need to ensure the launch of XQS is a success in their stores. As it’s a new entry into the category which consumers may not yet be aware of, XQS is best cited in multiple locations in-store. We currently offer three different display solutions to accommodate varying store space availability and to ensure maximum visibility to those entering the store. We’re confident the bold and colourful branding really stands out in store which, along with the prominent RRP communication, should prove attractive to existing nicotine pouch users.
What trends are occurring in the sector?
Nicotine pouch users are motivated by flavour more than anything, which is one of the reasons we feel so confident in the future for XQS. The predominant flavour is definitely mint but fruity flavours are also proving popular with consumers. Aside from flavour, there is also a move towards stronger variants with nearly three quarters of sales classed as “strong” or “extra strong”.
Describe your brand in three words …
Disruptive, Irresistible, Bold
*IRI Marketplace, Value and Volume sales, Time Period: Apr 2024
Mark Edge, Head of Marketing at Purity Soft Drinks, reveals that fruit juices are enjoying great post-Covid popularity – and Purity’s NPD are tapping into the trend
Can you please give an overview of your brand?
Purity Soft Drinks a leading manufacturer of juices and juice drinks and the proud owners of Juice Burst and firefly. We have a clear mission as a business – to deliver natural refreshment for everyone. Juice Burst is now one of the biggest on-the-go juice drink brands in the UK, with no added sugar, one of your five-a-day and HFSS-compliant, all via a line-up of on-trend juice flavours.
How is your brand currently performing?
Juice Burst continues to go from strength to strength, significantly outperforming the Total Soft Drinks and Total Drink Now Soft Drinks categories1. Our Juice Burst Orange and Apple flavours are already the third and fourth biggest Drink Now Fruit Juice SKUs, respectively2. This overall performance is a testament to our commitment to supplying great-tasting, healthy juice in both classic and trending flavours.
How is the category currently performing?
The soft drinks category is worth £3.3bn annually to convenience retailers3, presenting a huge opportunity to increase sales by stocking an enticing range of soft drinks. This is especially true during the summer months, when more customers are seeking on-the-go thirst quenchers.
Do you have any new product development?
Launched recently, Juice Burst Summer Fruits delivers a refreshing blend of strawberry, cherry, and apple, and one of your five-a-day, and is already in the top 10 bestselling flavours within the on-the-go fruit juice market4.
Our latest flavour, Juice Burst Peach Ice Tea, is another popular choice and follows the tea-flavoured juice market growing ahead of the total soft drinks category year-on-year5. A refreshingly sweet blend of peach juice and black tea flavouring, Peach Ice Tea contains more fruit juice per bottle than any other SKU in the growing tea-flavoured juice market and is one of your five-a-day with no added sugar, artificial flavours or sweeteners.
We have also recently introduced attached caps across the entire Juice Burst range, making the packaging 100 per cent recyclable. The introduction of attached caps across all Juice Burst SKUs will make it easier for consumers to recycle the products more effectively, reducing the frequency of bottle caps being discarded or littered and helping to ensure they are captured and recycled with the rest of the packaging. The attached caps also see the removal of foil seals from all Juice Burst bottles, reducing foil packaging waste by 10 tonnes annually.
We have invested significantly in testing, development and new factory equipment to deliver this packaging update. With sustainability found to be one of the most important considerations when choosing a soft drink or juice drink to purchase6, the latest updates aim to ensure the sustainability of its brands for years to come.
The new caps were well received during national testing trials, with consumers finding that the classic Juice Burst wide mouth design kept the attached cap from being an interference and ensured an easy to drink and close experience.
How are you supporting your brand and NPD?
We recently launched Juice Burst’s biggest marketing campaign yet, Punchy To The Core. The campaign will keep the punchy taste of our bestselling flavour, Juice Burst Apple, front of mind of shoppers throughout the summer months.
Punchy To The Core is set to reach over 30 million UK adults and will be seen 174 million times through social and digital activity, nationwide sampling, and disruptive OOH advertising including thousands of bus T-sides and phone kiosk adverts across 21 major UK cities.
How important are independent retailers to your brand?
Every single retailer customer is important to us and that is no different whether you are independent, franchisee, speciality, or one of the mults. It’s a bespoke and tailored approach each time as each customer has different challenges and consumer needs. Everything we do is real – nothing is artificial, from the products we make to the relationships we build.
What trends are occurring in the sector?
Our research shows that 29 per cent of consumers are drinking more fruit juice and juice drinks in comparison to pre-Covid levels7, driven by an increased focus on health. When choosing a soft drink, health is now the second most important consideration after taste, with 41 per cent of juice drinkers choosing a product because of its health credentials and 36 per cent preferring products that provide one of their five-a-day7.
To maximise the soft drinks opportunity, it’s important for retailers to stock a range of options that can appeal to those shoppers who are seeking out healthier drinks. For many years, we have pursued the approach of including only natural ingredients in our products – with absolutely no added sugar ever – and this has been a key part of our mission as a business.
Describe your brand in three words …
Vibrant Punchy Fruit
1 IRI Ext Marketplace | 4 week ending data to 18.02.24
2 IRI EXT Marketplace | Drink Now Unit Sales Data 18.02.24
3 Nielsen Total Impulse, Val MAT to w/e 27.01.24
4 IRI Ext Marketplace Unit Sales Data 12 w.e. 24.12.23
5 IRI Ext | Marketplace Value Sales | Data to 09.07.23
6 Research commissioned by Purity Soft Drinks, survey of 1,500 UK consumers, 2023
7 Research commissioned by Purity Soft Drinks, survey of 1,500 UK consumers, 2023