Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. have relaunched their SalesSupercharged.co.uk convenience retailer support initiative for a fourth year, helping independent convenience retailers to make the most of the ever-growing energy drinks sales opportunity – and provide chances to win epic prizes.
The online platform and trade communications campaign will continue to provide the low-down on the latest trends and details on key segments within energy drinks. There will also be tips and advice around ranging and execution in-store from a selection of leading independent convenience retailers.
Growth of Energy Drinks
Energy drinks are worth over £1.9bn in GB, adding more value to the soft drinks category than any other segment. The Monster brand is now worth nearly £636m in GB, adding an extra £113m-worth of sales over the past year – and continues to deliver double-digit volume growth.
The energy segment is worth nearly £1.1bn in convenience alone and is the largest soft drinks segment in the channel.
New Sales Supercharged Retailers for 2024
New for 2024, father and son duo Bay and Ellis Bashir, who own five convenience stores in Middlesborough, have become new faces of the Sales Supercharged initiative joining existing retailers – Jack Matthews from Bradley’s Supermarket in Leicestershire, Amrit Singh from H & Jodie’s in Walsall and Natalie Lightfoot, who owns a compact store in Baillieston, Glasgow.
Bay and Ellis have taken advantage of the resources on the platform and recognise the sales opportunity energy drinks present. Retailers can listen to video advice from Bay, Ellis, Natalie, Jack and Amrit on SalesSupercharged.co.uk to understand how to get the most out of the energy drinks segment. Watch the latest video from Bay & Ellis here.
“More than half of energy drinks are sold through the convenience channel in GB and this only continues to grow, making it a big opportunity for convenience retailers across the country," said Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB.
With this in mind we continue to invest in our Sales Supercharged support initiative, collaborating with leading convenience retailers to help the wider retailing community to take full advantage of the energy drinks sales opportunity. For store owners who want to make their energy fixture work harder, I’d recommend visiting SalesSupercharged.co.uk and keep an eye out for the campaign within the trade press over the coming months”.
Bay Bashir said: “Energy drinks are so important to our overall soft drinks sales, so Ellis and I were delighted to work on this project with Monster and CCEP to inspire other retailers to get the most from their energy range and drive their sales.
“It’s great to see suppliers investing in initiatives that are solely focused on the convenience channel so I’d urge retailers to use the advice and tools on SalesSupercharged.co.uk to reap the full benefit. And don’t forget to enter the prize draw for a chance to win a day at PalmerSport, I’ve been and its ACE!”
Epic Monster prize
Upon launch, the campaign will also give one lucky retailer the chance to win two vouchers for a fully paid, exhilarating motorsport driving experience with PalmerSport at the Bedford Autodrome – getting behind the wheel of eight high-performance cars, with live timing, scoring and prizes for the day's best driver. Live now,enter the free prize draw by visiting https://www.salessupercharged.co.uk/ before 31 July. The winner will be notified by 14 August.
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.
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).
Tapping into “new-stalgia” (an anticipated hot food trend in 2025), Gnaw has been working tirelessly to rethink Great British puddings by creating a number of “Hug in a Mug” classics (Crème Brulée, Bakewell Tart, Sticky Toffee Pud) in conjunction with an impressive “pudfolio” of dessert-flavoured bars: New York Cheesecake, Christmas Pudding, Banoffee Pie and Sticky Toffee Pudding.
Desserts may prove divisive. For many the last course will always be a fitting finale to a great meal spent with friends of family, enticing comfort food that offers a nostalgic peek into happy custard drenched, ice cream topped memories from yesteryear. For others, desserts are an unwitting dalliance with guilt-filled soft sponges, buttery pastry, seductively sweet fillings, crumbly toppings, sticky sauces …
Gnaw’s new-for-Christmas “Hugs in Mugs” hot chocolate and bars represent the perfect halfway house; a fresh twist on timeless classics using hot chocolate and meticulously crafted bars as the perfect portion-controlled mediums for reacquainting our taste buds with sweet-themed flavour marriages from times gone by. After all the very definition of “new-stalgia” is revisiting comforting classics in a cooler, more modern way.
“In today’s fast-paced world, we’ve drawn upon our deep love of quality chocolate and indulgent sweet treats to create our range of gooey-centred choc spoons,” said Gnaw Head of Brand, Muhammad Karim. “Perfect for savouring during precious ‘me-time’ moments Or sharing with someone you love, they’re designed to bring a little dash of luxury to your day.”
120g Gooey Pudding Hot Chocolate Spoons PLUS marshmallows (x3) £11.95
80g Pud bars (Banoffee, New York Cheesecake, Christmas Pud) RSP £3.50