5 minute read
Picks of the Week
by 55 North
MULTIBRANDS LAUNCHES ‘GAME-CHANGING’ DISPOSABLE VAPES
The company’s researchers have developed a 600-puff disposable vape, which promises the 600th puff to be as strong as the first, at a very low cost to retailers.
Multibrands has launched a new disposable vape that looks set to make a real dent in the market. The Bradford-based company, manufacturer of the long-life Supacell battery range, says it has made a major breakthrough in vape technology with its new Tech-Bar vape range.
The company’s researchers have developed a 600-puff disposable vape, which promises the 600th puff to be as strong as the first, at a very low cost to retailers.
Multibrands Chief Executive, Imran Hussain, said: “We’re very excited by the Tech-Bar offer. We did a huge amount of research into learning what vapers like and dislike, and Tech-Bar is a direct result of that.
“We learned that many disposable vape users are disappointed when a vape loses power in the last stages of the vape experience, so we engineered Tech-Bar so it keeps on giving right until the last puff.”
Hussain says that it’s not just the added battery life that promises to keep punters returning to Tech-Bar stockists in shops and forecourts up and down the country. “Tech-Bar is available with 25 flavours that will remain full and strong from the first hit to the last.”
Hussain says the added good news for retailers is the profitability of Tech-Bar. “It’s perfect. A retailer could sell a Tech-Bar disposable vape for £5.95 and make a decent profit,” he added.
Some disposable vape brands have recently struggled with piracy and counterfeiting, but Tech- Bar has a built-in defence against any brand corruption. Each device comes with its own individual QR code so a user can immediately scan it with their phone and check it’s genuine.
COORS KEEPS COOL WITH NEW PACKAGING
The launch will be supported by a nationwide out-of-home and social media campaign, with a range of influencer partnerships, which will run throughout the summer alongside in-store activity.
Molson Coors has launched new limited-edition packaging to “highlight the ice-cold refreshment of Coors this summer”.
The brand’s packaging already makes use of thermochromic ink, which turns the mountain peaks on all Coors bottles and cans blue when the beer is cold enough to drink. The seven new packs feature a word hidden behind a pair of sunglasses that will be revealed across the full length of every bottle and can when they are sufficiently chilled.
To support the launch, a nationwide out-ofhome and social media campaign with a range of influencer partnerships will run throughout the summer alongside in-store activity.
Lee Willett, Brand Director at Molson Coors, said: “The label that shows you when your beer is cold enough to drink is an iconic feature of the Coors brand, accentuating the mountain cold refreshment that underpins our lager, and the crisp and light flavour profile that people know and love. These limited-edition designs, which are available just this summer, bring this to life even more.
“Backed by a dedicated advertising campaign these new chill-to-reveal Coors packs are perfectly timed as we enter the sunniest months of the year. Using sunglasses and words like ‘cool’ and ‘mates’ in the design echoes the refreshing taste of Coors and those social occasions we all enjoy over the summer months – a mountain-cold beer in the warm sunshine with friends is one of those great simple pleasures and no lager is more readily associated with that level of refreshment than Coors.”
The limited-edition bottles and cans follow on from a multi-million pound rebrand of the product, which saw it renamed to Coors in 2021.
PICKS OF THE WEEK
‘PERMISSIBLE’ DOUGHNUTS
Fibre One 90 Calorie haslaunched new Fibre One 90Calorie Doughnuts (RSP £2.89).The range will be available fromTesco from 27 June, with a wider roll-out over the summer. Thelaunch will be supported by a£1.5m marketing campaign.
BROWNIE MILK
Mars Chocolate Drinks & Treats has launched M&M’s Brownie Milk drink, which comes in a 350ml £1.49 PMP. The new product combines the flavours of chocolate brownies in an M&M’s shell with creamy milk. The drink is suitable for vegetarians and has no added sugar.
SPECIALITY LAUNCH
Speciality Brands has launchedDrumshanbo Single Malt IrishWhiskey 2021 Galánta (RSP£95). The whiskey is a limitededition of 6,000 bottles and thefirst single malt to be distilled in the province of Connacht in 107years.
MORE COCOA
Mars Wrigley has launched a dark chocolate version of Maltesers, the first innovation in the classic range for more than 10 years. The new product boasts 65% more cocoa and 30% less sugar. Dark Maltesers are available nationwide from 20 June in four different pack formats.
ORANGE DEMAND
Hooch is to extend its RTD range with a new orange variant. The move follows customer demand and aims to appeal to Hooch’s original 90s consumer base, as well as Millennials and Gen-Z. The RSP for Orange Hooch is £3.59 per 70cl and it is available as a PMP and non-PMP.
COFFEE BOOST
Jacobs Douwe Egberts is launching three new L’OR ranges in both Instant Coffee and Nespresso Compatible Capsules. All launch this month across grocery, convenience and DTC. The brand says the ranges “strengthen existing consumption occasions”.
