The soft drinks category has continued to see growth over the last few years[1], what’s more, soft drinks are the number one category bought on a food-to-go mission[2], with instant consumption formats growing at a faster rate than deferred formats in 2023, having surged by 17.2% to £2.5bn with units up 4%[3].
7UP, the number one lemon and lime brand [4] in the category, has contributed to this success. To build on the popularity of these growth areas, such as food-to-go, the brand is working directly with retailers to support and boost sales and consider new ways to grow the category further.
7UP recently launched an exclusive set of branded products in partnership with Twisted – a Zesty Mayonnaise, a Zingy Hot Sauce and a creamy ranch-style Tangy Salad Dressing to reinforce the connection between food and 7UP. The brand worked with retailers by sending them one of these in-demand sets and encouraged them to use them, either as part of their food-to-go range offering or give them away to a lucky customer as part of an in-store competition. To accompany this, all retailers were sent 7UP Point Of Sale (POS) to promote the range, decorate the store, and provide access to free samples to make it a success.
Bobby Singh, BB Nevison Superstore, Pontefract, who took part in the promotion said: “It is always great to collaborate with brands directly and we were thrilled to be able to work with 7UP to promote a product that performs really well with our customers. 7UP works well as part of our to-go range – whether that’s in a meal-deal or a snack promotion. So, it was great to give away something different, like the meal kit that isn’t available for wider purchase and promote the brand in a new and exciting way.”
Ben Parker, Commercial Director, Britvic, added: “Convenience retailers play a huge role in our brand’s success, so we are always looking at ways we can support retailers with new opportunities in-store to raise brand awareness and hopefully sales. We have loved seeing some of the retailers’ work and look forward to further collaborations moving forward.”
Britvic shows its commitment to supporting convenience retailers through the At Your Convenience platform launched last year, which provides tailored resources for stores of all sizes. Retailers are encouraged to sign up and access the exclusive benefits and advice.
Visit https://www.atyourconvenience.com/ to find out more.
[1]. NielsenIQ RMS – impulse & convenience, Total soft drinks Britvic defined, value sales, 52 w/e 30.12.23 – combined with CGA by NielsenIQ – out-of-home 52 w/e 31.12.23 vs a year ago
[2] Lumina Intelligence Tracking Programme – 52 w/e 06.01.23 – 07.01.24
[3] Circana Convenience, Britvic De昀椀ned Soft Drinks, Value and Unit growth, YOY, 52WE 31.12.23
[4] NielsenIQ RMS, UK Total Coverage including discounters, Britvic Defined Fruit Carbonates, Lemon&Lime Flavoured, MAT Value Sales WE to 27.07.24
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