As 2015 draws to a close, we look at 17 product launches that made the year profitable for convenience retailers.
Player’s Crushball
In summer Imperial Tobacco launched Player’s Crushball, first in King Size 18s and then in 10s a month later. Branding itself as the cheapest Crushball on the market, the sub economy cigarette is available in price-marked packs and non-PMPs.
“They are definitely worth persevering with. At first, they weren’t selling that well, people didn’t understand what the Crushball idea was. But once they tried them they loved them and they’re now selling well for us” Pradip Amin, Birds Newsmarket, Portsmouth.
Strongbow Cloudy Apple
In what it called its “biggest alcohol launch of 2015”, Heineken brought the trends in craft cider to the mainstream with Strongbow Cloudy Apple. Available in packs of 10x440ml, 4x440ml, 500ml bottles and a 4x500ml price-marked pack for convenience, the launch was backed by a multi-million-pound campaign.
Ben & Jerry’s Cookie Core
Following the launch of its Soft Cores range in 2012, which saw 1.8million new consumers come to the category, Ben & Jerry’s launched a Cookie Core range this year. The three flavours, What-a-Lotta-Chocolate, Utter Peanut Butter Clutter and Speculoos? Specu-Love, are available in the 500ml tubs, RRP £4.99.
Red Bull Tropical
Tropical flavours were all the rage this year and Red Bull’s latest Tropical Edition helped retailers tap into the trend. Launching in 250ml cans and four-can multipacks, it signalled a raft of activity from the brand this year, including the Red Bull Air Race and Red Bull Soap Box.
“I sell roughly five cases a week. Right now it’s on two for £2 so it’s selling quicker. Most people are drawn to fruity flavours of energy drinks, Blueberry sells well but not as good as Tropical” Harry Singh, Londis Store & Post Office, Carstairs Junction
Wolf Blass & Lindeman’s price-marked packs
Hot on the heels of its announcement that impulse retailers could grow wine sales by £200m by 2019, Treasury Wine Estates stepped up its offering with a range of price-marked packs. Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon was launched in £7.99 PMPs while Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz came in £6.99 PMPs.
“PMPs are certainly an attraction for customers. We display our PMPs together with our own labels as well as the stickers on the bottles so it’s a real focal point in store. There’s definitely a sales uplift” Faisal Naseem, Arbroath Party Time, Arbroath
CCE One Brand Campaign
This year marked a shift in Coca-Cola’s brand strategy as it began to market the full range of Coca-Cola, Diet Coke, Coca-Cola Life and Coca-Cola Zero alongside each other. It also doubled the investment for its lower- and no-sugar flavours and used its sponsorship of the Rugby World Cup to push the entire range.
“Coca-Cola sales are staying strong. It’s always been a leader but it’s selling even better now” Jack Patel, Westhorne Stores, Reading
Maryland Mix’Ems
Burton’s Biscuit Company added a playful touch to the biscuits fixture this year with Maryland Mix’ems. Available in two flavours, Toffee Popcorn, Caramel & Candy Shells and Fruit Jellies and Candy Shells, the launch aimed to build on Maryland’s growth of 7.4% in the past two years.
Diageo Frozen Pouches
Following the launch of Smirnoff frozen pouches, Diageo bolstered its range with Pimm’s Summer Crush and Gordon’s Frozen Cooler. Both brands spent £1m on advertising this summer. Diageo has placed 908 pre-mix fridges and 312 freezers.
“Frozen Pouches were a great launch over the summer. We’d sell about two cases over a weekend and we’re definitely bringing them back for Christmas” Dan Cock, Whitstone Village Stores, Devon
Walkers Mixups
Walkers gave the snacks category a shake earlier this year with its MixUps range, which includes Cheese, Spicy, Cheese & Bacon and Cheese & Worcester Sauce flavours, as well as Sweet & Salty and Sweet & Spicy popcorn.
Pringles Tortilla
Pringles took the snacks category by storm when it launched four flavours in a new Tortilla range: Original, Nacho Cheese, Sour Cream and Spicy Chilli. It was backed by a £3.5m campaign that included TV advertising and PoS.
Ritz Crisp & Thin
In what it said was its biggest launch of the past five years, Mondelez launched Ritz Crisp & Thin, a range of premium snacks available in 30g single bags and 100g sharing bags. In the 20 weeks since it launched, it has generated £7.9m in sales and allowed Mondelez to claim a 7% share of premium crisps. In convenience, all four flavours in the 100g sharing format ranked in the top 25 lines, with both flavours in the 30g singles ranked in the top 20.
“Ritz Crisp and thin was a great seller right from the start. We stock three flavours and it’s doing well” Vipul Panchmatia, Wharf Convenience Store, Gloucester
Galaxy Duet
In what it called its “biggest ever” product launch, Mars Chocolate created harmony on the countlines fixture with Galaxy Duet. Available in two flavours, Cookies & Cream and Caramel Shortcake, the brand was backed by a £1.5m campaign. Mars Chocolate also joined forces with Retail Express for our Create Your Own Summer campaign to ensure it offered strong sales for independent retailers.
“Galaxy Duet sells pretty well. We put it on the counter and we were selling one and half cases a week at launch. Even now the sales are really strong” Saf Sathi, Singlewell Post Office, Kent
Hula Hoops Puft
KP Snacks kicked off the New Year with a lighter version of its Hula Hoops brand. Hula Hoops Puft is available in 20g packs. The brand followed the launch with sampling and promotion in March to drive sales. This year also saw KP Snacks rolls out its SnacKPartners category initiative out to 150 independent stores.
E-Lites Curv
This year several ‘next generation’ e-cigarettes entered the market, with E-Lites launching Curv over the summer. Using a Swiss-made e-liquid, the Curv launch was backed by TV advertising and sponsorship of UK venues.
Cadbury Oat Crunch
Tapping into shoppers looking for a mid-morning snack Cadbury Dairy Milk launched Oat Crunch, a 30g countline. Backed by a £4.5m marketing campaign, the launch followed Cadbury Dairy Milk Lu and Cadbury Dairy Milk Ritz.
Tic Tac Mixers
Tic Tac refreshed the mints & gums fixture with a new Mixers range in the summer. Available in two flavours, Cherry Cola and Peach Lemonade in 18g and 48g packs, the launch was backed by a £1.3m campaign.
“Tic Tac Mixers are selling really well. We did some work with Ferrero earlier this year, which saw a 292% uplift in Ferrero products and a 40% lift in confectionery overall. We stock Tic Tac Mixers on the counter and sell a couple of cases per week” Bay Bashir, Belle Vue Convenience Store, Middlesbrough
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