Picks of the Weeks

DREAMIES CELEBRATES PRIDE WITH LGBT FOUNDATION PARTNERSHIP

Mars Petcare is supporting the partnership with in-store activation.

Mars Petcare-owned Dreamies has marked Pride month by supporting the LGBT Foundation for the second year in a row.

The partnership sees the pet brand feature the charity’s helpline number on seven million packs during Pride month, as well as the LGBT Foundation logo and iconic Pride rainbow.

Mars Petcare is also supporting the partnership with in-store activation, including in and out of aisle displays, as well as digital advertising and PR activity.

Last year, with the additional support from Dreamies, the LGBT Foundation had a 32% increase in the total number of emails and phone calls received by its helpline during the campaign, versus the same period in 2019.

Kay Brown, European Brand Director at Mars Petcare, commented: “We are proud to be continuing our partnership with LGBT Foundation for a second year running. Together, we hope to provide the LGBTQ+ community with a source of vital care and support to help protect the mental health of those struggling.

“Our independent research reveals that the LGBTQ+ community feel their pets can support them, with 61% of LGBTQ+ adults believing that cuddling a pet would help them manage and mitigate some mental health challenges.”

According to the research, 78% of LGBTQ+ adults have experienced feelings of anxiety, with 69% admitting that this left them feeling lonely. The exclusive research also revealed that 52% of LGBTQ+ adults said that talking openly to their pet without fear of judgement would help their mental health.

SMIRNOFF ADDS BERRY BURST FLAVOUR TO PORTFOLIO

The new variant is exclusively available at Morrisons before a wider roll-out in September.

Smirnoff is adding a Berry Burst variant to its growing flavoured vodka portfolio.

The latest launch from the brand is available exclusively at Morrisons now, then nationwide across the off- and on-trades from September 2022.

Smirnoff will support the launch alongside its flavour portfolio with marketing investment worth over £2m in the first launch year.

Berry Burst seeks to capitalise on the increasing popularity of flavoured vodka which is growing at 73% in the off-trade. It combines the natural flavours of blueberries and blackberries with Smirnoff No. 21 vodka.

Nick Payman, Head of Smirnoff GB at brand owner Diageo, said: “The Smirnoff brand is a leader when it comes to delivering consistently high-quality liquids that are trusted by consumers and is also known for its innovation and ability to provide exciting new ways for people to enjoy vodka.

“Smirnoff Berry Burst is a bold new variant that taps into trending berry flavours and is the perfect accompaniment for key social occasions – it’s a great addition to our portfolio following the launches of Smirnoff Raspberry Crush and Smirnoff Mango & Passionfruit Twist.”

Smirnoff Berry Burst (70cl, ABV 37.5%) will be available to convenience retailers from September 2022 with an RSP of £16.50 (£14 promotional price). Packs price-marked at £15.99 will also be available.

RITTER SPORT LAUNCHES SUMMER RANGE WITH CARAMEL BAR

The limited-edition Taste The World block chocolate bars are available until September.

Chocolate brand Ritter Sport has brought its limited-edition Taste The World range back for another summer with two new exotic flavours.

The range comprises three 100g block chocolate bars made from sustainable, chunky chocolate with ingredients inspired by the flavours of Southwest America, Japan and Costa Rica.

Headlining the range is the new Salted Caramel flavour, inspired by Southwest America, tapping on the caramel trend, making it the third-largest flavour sector in the UK after milk and nut, according to research.

Joining Salted Caramel is the Cherry & Almond Milk Chocolate bar, borrowing flavours and design from Japanese culture, along with the range’s bestselling White Mango and Passionfruit bar.

The Ritter Sport Taste The World block chocolate bars are available until September, from a number of wholesalers.

Consumers will also be able to pick up a bar in store from Poundland and Wilko plus order online via the Ritter Sport online choco shop.

Ben Daniels, Managing Director at Ritter Sport UK & IRE, said: “Our seasonal edition Taste The World range continues to perform really well, with the range garnering huge interest on social media each year. Consumers know and love the exotic range and look forward to the latest flavours being announced.

“We know consumers are hungry to explore new flavours, just as they are hungry to explore the world post-Covid. This year, we’re thrilled to have secured such wide distribution for the trade, meaning more retailers can get hold of the range, than ever before.”

JACOB’S UNVEILS NEW STREET FOOD-INSPIRED MINI CHEDDARS

The two new flavours have been launched to attract younger shoppers to the pladis brand.

Pladis is celebrating the hearty flavours of restaurant favourites with a new duo of limited-edition flavours for its £94.3m Jacob’s Mini Cheddars brand.

Baked with real cheese and inspired by popular mouth-watering meals, the new flavours – Classic Cheese Pizza and Bangin’ Cheese Burger – have been launched to attract younger shoppers seeking exciting, modern flavours, while also driving incremental sales.

“Our continued focus on innovation has helped us leverage scale and reach record heights for our Jacob’s Mini Cheddars brand,” said Leighton Wall, Marketing Director – Savoury, at pladis UK&I. “In fact, the brand has already reached double-digit growth – but we’ve got our sights set even higher.

“We’re targeting big growth ambitions for this household favourite brand. By launching limited-edition cheesy street food-inspired NPD, we’re aiming to accelerate this and unlock new sales opportunities for our retail customers, particularly around the lunchtime treat occasion – whether shoppers are elevating an at-home lunch or grabbing an individual packet to enjoy a moment of cheeky, cheesy pleasure on the move.”

The brand has a successful track record of launching limited editions; the previous four ranges have recruited 2.8 million new shoppers.

“Classic Cheese Pizza and Bangin’ Cheese Burger mark the fifth annual limited-edition flavour rotation for the brand, as well as the next step in expanding our core portfolio,” Wall continued.

“After rigorous consumer testing, we’re confident we can replicate similar success for our latest variants, which pack a bold flavour punch that’s bound to liven up the snacking aisle. We anticipate the range will be received with open arms by established and loyal Mini Cheddars fans, whilst also inspiring younger adults seeking trend-led flavour variants to buy into the brand.”

Jacob’s Mini Cheddars Classic Cheese Pizza and Bangin’ Cheese Burger are available now in 6x23g multipacks with an RSP of £1.50.

ALPRO BACKS NEW THIS IS NOT M*LK DRINK WITH MAJOR CAMPAIGN

The multi-million-pound ‘M*lk Believe’ campaign challenges consumers to give plant-based a try.

Plant-based brand Alpro has launched a multimillion-pound cross-channel campaign to mark the launch of its new oat-based drink This Is Not M*lk. The ‘M*lk Believe’ campaign is designed to challenge perceptions around the taste of plantbased and encourage UK consumers to take the plunge and try plant-based.

The campaign spotlights This is Not M*lk’s taste and texture, formulated specifically to appeal to the 15 million UK households not currently buying plant-based by demonstrating its versatility across multiple usage occasions.

It is supported by primetime television spots on Grand Designs and Gogglebox alongside a partnership with Channel 4 Breakfast. Digital activity will see This Is Not M*lk content broadcast across YouTube as well as a full funnel partnership with Amazon.

A month-long sampling campaign via Alpro’s ‘This is Not a M*lk Float’ will drive trial with 70,000 consumers at multiple high-footfall sites, as well as Sainsbury’s and Tesco stores nationwide. A further 40,000 samples will be distributed straight to the homes of potential shoppers, in partnership with recipe box provider Hello Fresh.

The campaign will be further bolstered through shopper marketing, PR and social media activities.

Anna Kochanska, Head of Marketing at Alpro UK & Ireland, commented: “The launch of Alpro This is Not M*lk has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution.

“We know that taste is still a barrier that some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market. It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar.”

PICKS OF THE WEEK

ABSOLUT-ELY FABULOUS

Absolut has launched its take onthe Passionfruit Martini in an RTDformat. It combines the brand’spremium vodka with the flavoursof zesty passionfruit and sweet vanilla. Absolut Passionfruit Martini(5% ABV) is available in casesof 12 x 250ml, RSP £2.20.

LAURA LINK-UP

Blossom Hill has partnered with Love Island host Laura Whitmore to celebrate the wine brand’s 30th birthday. The campaign is supported across in-store, PR, and social media. It seeks to quash anxieties people may have around achieving certain milestones in life.

RAW POWER

Ferrero’s cereal brand Eat Natural will launch a new range this July. Gluten-free Raw bars will come in three varieties: Hazelnut, Dates & Peanut; Peanut, Almond & Cocoa; and Almond, Cranberries & Pomegranate. All RSP at £1.25 for a 45g single and are HFSS-compliant.

GOING TO TOWN

Chicago Town has launched a £1.5m campaign to showcase how it “goes to town” on getting pizza inspiration from Chicago. The brand appears across an array of national out-of-home media and an on-pack competition gives consumers the chance to win a trip to the Windy City.

MINIONS MAYHEM

Hancocks has unveiled a range of Minions-branded sweets ahead of the July release of The Rise of Gru. Three fruit-flavoured Minion-shaped jelly sweets are available in 200g share bags, along with four Pez dispensers and a Millions banana-flavoured Minions edition.

GET RICH QUICK

Baked by Rich’s and Nestlé Professional have launched three new thaw and serve cookies for the convenience channel. The ‘Baked by Rich’s, Made with…’ range includes Matchmakers Zingy Orange, Aero Peppermint and Little Rolo. RSP from £2.29 for a bag of four cookies.