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Mix it up with PVM miniatures

PERFETTI VAN MELLE IS LAUNCHING A NEW 'MIX OF MINIS' RANGE OF MINIATURE FORMAT PRODUCTS ON FRIDAY ACROSS THREE OF ITS ICONIC BRANDS: FRUITELLA, MENTOS AND CHUPA CHUPS

Perfetti Van Melle, one of the world’s largest manufacturers and distributors of confectionery and chewing gum, has launched a new ‘Mix of Minis’ range offering miniature formats across three of its iconic brands: Fruittella, Mentos and Chupa Chups.

The launches come in response to growing hygiene concerns around unwrapped confectionery and sharing. The new concept from the company offers 200-piece cases of individually wrapped lines to be sold at 15p each or as part of a ‘4 for 50p’ promotion. Available from Friday, the sweets provide the ideal solution to help retailers add growth back to the category after independent field research found that 80% of independent retailers said they had removed unwrapped confectionery following the pandemic.

What you need to know...

550g 3 variants: Fruittella, Mentos and Chupa Chups

200-piece cases 15p each or ‘4 for 50p’ offer across full range

Less than 38 calories per piece

Shelf-ready packaging is fully recyclable

New ranges to be added to PVM’s loyalty scheme.

The individual pieces contain as little as 38 calories but offer the same recipes and brands in a condensed portion size, catering to health-conscious consumers who want to enjoy confectionery without committing to larger sticks, rolls or lollipops.

The eye-catching cardboard shelf-ready packaging creates strong standout on shelves. Furthermore, the outer is fully recyclable, making waste disposal straightforward and eco-friendly for store owners.

More importantly for retailers, PVM’s popular loyalty scheme will be adding ‘Mix of Minis’ trays to its offering this year for new and existing members and aims to site and signpost in 5,000 stores by the end of 2021.

Asahi takes a bite at hard seltzers

SUPER PREMIUM BEER BRAND ASAHI IS THE LATEST COMPANY TO RIDE THE GROWING HARD SELTZER WAVE WITH THE LAUNCH THIS MONTH OF ITS VIPER PRODUCT

Asahi UK announced this week that it will be entering the hard seltzer fray with the launch of a new brand, Viper Hard Seltzer. The company says the 4% ABV product will complement its portfolio of super premium beer and cider brands.

Brewed in Pilsen and made with spring water, Viper delivers “a refreshing and smooth-tasting Hard Seltzer to enjoy on the move or at home”. Available this month, the latest addition to the Asahi UK portfolio is available in two flavour variants: Lime and Cranberry, both available in 330ml single can and bottle formats.

With no artificial sweeteners, colours or preservatives, Viper is brewed with water pumped from 100m below sea level and undergoes a six-day brewing process to create a crystal clear product. With only 96Kcal per serve, Viper offers a premium option within this category whilst catering to consumers looking to make more balanced choices when selecting an alcohol beverage, says Asahi.

The launch will be supported by an “experimental” sampling campaign, as well as activation at consumer events and festivals nationwide.

Sam Rhodes, Marketing Director Asahi UK, comments: “We have a proven track record for building market-leading brands and we are dedicated to always offering beverages with premium quality credentials. Entering the vibrant Hard Seltzer category is a really exciting move for us, and we’re proud to introduce a Hard Seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends.”

Smirnoff and Fever Tree to 'Spritz up' summer

THE WORLD'S BIGGEST VODKA HAS PARTNERED WITH FEVER TREE TO CHAMPION THE SPRITZ THIS SUMMER AND ENCOURAGE SHOPPERS TO TRADE UP AND SWITCH UP THEIR SERVES

Smirnoff No.21, the world’s number one selling vodka, is collaborating with leading mixer brand Fever-Tree to champion Spritz serves this summer. The two-million-pound integrated ‘Spritz Up’ campaign is live now until August and will hero the Vodka Spritz serve across both the off- and on-trades. The activity will see OOH, digital, social, sampling as well as in-store/venue activations across the UK.

The partnership champions the simplicity of creating a quality serve in just three steps and showcases Fever-Tree’s new premium soda range, including its Italian Blood Orange Soda, and Mexican Lime Soda – both of which “pair perfectly with triple distilled Smirnoff No.21,” helping inspire consumers to switch up their serve of choice.

With cocktails one of the fastest-growing categories across total alcohol, the Spritz serve is the fastest-growing within cocktails. The simple yet popular long drink for warmer months is perfectly placed to help retailers make the most of the opportunity.

HOW TO SPRITZ UP

– it’s simple as 1, 2, 3

1. Fill a long glass with ice

2. Pour in 50ml Smirnoff Premium Vodka and 200ml Fever-Tree Italian Blood Orange Soda

3. Gently stir and garnish with an orange wedge

Activity within the off-trade will encourage increased basket spend by targeting at home occasions, and tapping into the premiumisation trend.

Nick Payman, Head of Smirnoff GB at Diageo, says: “There’s an increased demand for simple, yet delicious serves that people can easily enjoy without having to compromise on quality – and Fever-Tree mixers provide a choice of premium sodas to encourage people to explore new serve styles and flavour combinations.”

Uncle Ben's gets new name and new look

BEN'S ORIGINAL PRODUCTS HAVE STARTED ROLLING OUT TO RETAILERS WITH FRESH NEW LOOK PACKAGING SUPPORTED BY A NEW TV AD

Ben’s Original products have started rolling out in new packaging, the brand’s next step in its ambition to create a more inclusive future while maintaining its commitment to producing “the world’s best rice”.

The packaging includes the new brand name featured on a familiar orange background and same navy-blue font to help shoppers easily find the product. The products inside remain exactly as they were in their Uncle Ben’s days.

The change will be reflected across its portfolio of plain and flavoured readyto-heat rice pouches as well as dry rice and jarred sauces.

The launch is being supported by a through the line campaign, including a new TV ad, social content plus in-store activation and outdoor advertising.

“Ben’s Original is not just a name and packaging change – we believe everyone deserves to feel welcome, heard and have access to nutritious food,” said Rafael Narvaez, Global CMO and R&D Officer, Mars Food. “That’s why we’ve committed to taking actions, that are based on insights of thousands of consumers, as well as our own Associates, designed to enhance inclusion and equity in service of our new brand purpose to create meals, experiences and opportunities that offer everyone a seat at the table.”

Ben’s Original community support programmes will ensure underserved communities across the UK have access to nutritious meals – and the brand’s new Seat at the Table Fund will create opportunities for people from those communities to pursue careers in the food industry so their ideas and voices can be appreciated by all. The Seat at the Table fund will kick off later this year and will support people from underserved communities through apprenticeships in the food industry. The brand is committed to providing £250,000 in funding across the next five years.

In addition, the brand has an ongoing partnership with the Trussell Trust to help the organisation achieve its vision of ending the need for food banks in the UK and to work towards a hunger-free future. In 2021 Mars Food, parent company of Ben’s Original will be donating another £100,000 to the Trussell Trust, and additional activities with this partnership will launch in September.

Towering promo

Yazoo has brought back its 2-4-1 Merlin Group on-pack promo. Available until the park season ends in November across its permanent and limited-edition Jaffalicious Choc-Orange flavours in individual and sharing size formats, the promo sits front and centre on-pack.

Now you know

Innis & Gunn has unveiled its latest campaign, If You Know, You Know. It is being rolled out across Innis & Gunn’s portfolio and the campaign will debut Scotland-wide for five weeks featuring pop-up activations, interactive social and digital plus out-of-home advertising.

Oreo targets convenience

Oreo O’s is making its debut in the convenience channel this month with a £3.99 price-marked pack. With black cocoa hoops and white vanilla-flavoured discs, the cereal targets adult shoppers looking for a breakfast treat or an in-between snack.

Properly improper

Brockmans Gin’s new brand strategy and ad programme, which is part of a £3m global marketing spend, urges shoppers “to defy convention to find a better way: be that a better way to live, a better way to eat, or a better way to drink.”

Happy donuts

Williamson Foodservice has added to its retail portfolio in an agreement with Jack’s Beans Coffee Company. The deal sees the Inverness-based wholesaler supply Donut Worry Be Happy doughnuts to its independent retail customer base across the Highlands and Islands.

Lifebuoy launch

Lifebuoy is bringing its hygiene expertise to the home care category with a first-to-market range of dermatologically tested cleaning products. The new five-piece multi-surface antibacterial range is “the perfect solution to provide daily effective disinfection, suitable for a range of surfaces”.