Sanpellegrino has switched its Tastefully Light and Classic Taste sparkling fruit ranges to a new premium 33cl sleek can design and multipacks.
The new design features updated visuals reinforcing Sanpellegrino’s distinctive values of natural ingredients and Italian origin. In addition, the brand has also reduced plastic packaging by replacing the can’s plastic shrink wrap with cardboard cartons.
“We are delighted to unveil a completely new and refreshing visual identity for both our Classic Taste and Tastefully Light sparkling fruit ranges, aiming to delight consumers by offering a more premium drinking experience, without compromising on Sanpellegrino’s iconic taste and naturalness,” Michela Tasso, Sanpellegrino UK Brand Manager said.
Catherine Goswell, OOH Category Manager, added: “The number of outlets stocking the Sanpellegrino range continues to increase as retailers recognise the importance of having a more premium soft drinks offer. Wholesalers should replicate this within their portfolio, ensuring the range is readily available to secure returning trade from retailers.
Goswell said Sanpellegrino has seen particularly strong growth within the convenience channel, where sales are up 11.6 per cent and growing faster than the total carbonates category.
“Within Convenience, alongside the growth of the two top sellers Sanpellegrino Limonata and Aranciata 33cl, the brand has also seen exceptional growth within Aranciata Rossa 33cl (Blood Orange), up 39.4 per cent in value as retailers look to offer differentiated flavours to cater for their customers’ needs. To maximise sales, wholesalers should stock an extended range of Sanpellegrino flavours to drive volume and provide choice,” Goswell said.
The Sanpellegrino Tastefully Light sparkling fruit range includes Limonata (lemon), Aranciata (orange), Aranciata Rossa (blood orange), Melograno & Arancia (pomegranate & orange), Limone & Menta (lemon & mint) and Pompelmo (grapefruit).
Each can includes at least 16 per cent real fruit juice sourced from Italy and the Mediterranean and stevia from natural sources. The Tastefully Light range of beverages are non HFSS and compliant with the incoming HFSS promotional regulations. The whole range is also not liable for the Soft Drinks Industry Levy.
The brand will support the new look with a new 360 degree summer campaign covering ATL, digital, social media led by the tagline ‘Life sparkles under the sun.’
Sanpellegrino Tastefully Light and Classic Taste sparkling fruit ranges is available to purchase in most major wholesalers including Booker, Bestway, Costco, Dhamecha, Brakes, Bidfood, Parfetts and Hyperama.
