Picks of the Week

BIGGEST MARKETING DRIVE TO DATE GETS UNDERWAY

The campaign, which supports the roll-out of the brand’s new packaging, includes out-of-home, digital media and shopper marketing activities.

Yogurt brand The Collective has rolled out its new packaging to UK consumers.

The updated packaging will be implemented across the gourmet, dairy-free gourmet and natural ranges, highlighting the bold colours used to enhance brand recognition and shelf standout.

The refresh also aims at ensuring visual alignment across all the brand’s products.

The move is supported by The Collective’s biggest marketing drive to date, with a 50% increase in spend compared to any previous campaign.

The nationwide campaign includes out-ofhome, digital media and shopper marketing, aided by an integrated, through-the-line approach, running across 1,222 UK sites, while reaching millions via digital channels.

Part of the campaign features The Collective’s own Yog Squad, hitting the UK’s streets to provide yogurt samples to thousands of consumers.

Alongside the launch of the refreshed packaging, the campaign coincides with the in-store launch of the new dairy-free ‘suckies’ for kids in time for the back-to-school period. The new range addresses the rising demand for dairy-free alternative snacks for kids owing to an increase in dairy intolerances and flexitarian eating habits.

Sarah Smart, chief executive of The Collective UK, said: “We recognise the importance of providing a range of delicious products that can cater to all, and we are proud to be the only yogurt brand offering healthy tasty dairy products for all ages alongside dairy-free options.”

NEW IRN-BRU ENERGY CAMPAIGN OFFERS HUNDREDS OF GAMING PRIZES

The campaign gives shoppers the chance to win more than 200 video gaming prizes, as well as their ultimate gaming set up.

Barr Soft Drinks is launching an eye-catching new campaign for Irn-Bru Energy to drive trial and visibility for the brand and generate incremental sales for retailers in the fast-growing £177m Scottish energy drinks market.

The campaign, which runs from September, will include a consumer competition giving shoppers the chance to instantly win over 200 video gaming prizes, as well as entry into a grand prize draw to win their ultimate gaming set up.

In addition, there will be student sampling at every college and university in Scotland, putting over 100,000 cans into the hands of energy consumers.

A full suite of in-store/depot POS will be available, including digital assets.

Barr Soft Drinks said retailers should ensure 100% availability of Irn-Bru Energy from September onwards, increasing facings if necessary, to maximise the sales opportunity. It also advised that Irn-Bru Energy should be ranged beside other energy products in the chiller.

“Irn-Bru Energy is currently growing three times faster than the total market, bringing in new shoppers to the brand and driving sales with existing energy consumers,” said Adrian Troy, Marketing Director at Barr Soft Drinks. “We are extending availability of the 500ml £1 PMP can as the previous burst of this price-marked pack increased sales of this pack format by almost 50%. This additional layer of activity will drive trial among energy consumers.”

PICKS OF THE WEEK

GIN MANIA

Beefeater Gin has revealed a new rhubarb and cranberry flavour for the UK market. The new spirit boasts Beefeater botanicals, juniper and citrus enhanced with notes of rhubarb and cranberry. It has been developed exclusively by master distiller, Desmond Payne MBE.

ROLLING, ROLLING

Cushelle has introduced tubeless rolls as it moves closer to its ambition to contribute to a circular economy. Available in both soft Original and soft Quilted rolls, they also come in CO2-reduced packaging. Customers can check recyclemenow.com for the nearest collection point.

DAIRY-FREE ALT

The English Cheesecake Company has teamed up with plant-based dairy alternative Violife. Their new range is made with coconut oil and includes Double Chocolate Cookies & Cream; Vanilla Cheesecake with Lotus Biscoff; and Salted Caramel Cheesecake Sundaes.

COLD-PRESSED GOODNESS

Coldpress Foods has added limeand lemon variants to its juicerange, available in 1-litre bottles.The additions are aimed atbaking, cocktail or mocktail fans,while also providing “professionaland ‘enthusiastic amateur’ mixologists”with more choice.

NEW ALE

Sharp’s Brewery is launching multipacks of its popular Atlantic Pale Ale in the UK off-trade. The new 4 x 500ml packs are rolling out in stores this month. The cans are encased in a cardboard sleeve, meaning that the packs are completely plastic-free and fully recyclable.

MESH COIL FIRST

Vaping and e-liquid manufacturer IVG has launched its new disposable IVG Crystal vape, described as the UK’s first mesh coil disposable device. The new vape offers 600 puffs, 2ml capacity, and a new mesh coil providing more touch points for a “full-on” flavour vape.