NPD and Media

PICKS OF THE WEEK – MARS PETCARE

SHEBA GIVES OCEANS HOPE

The Sheba Hope Reef programme will help raise awareness of the important issue among pet lovers and beyond.

Mars Petcare has launched the Sheba Hope Reef programme, as it works towards restoring 185,000sq m of coral reef by 2029.

The company is marking the launch with a £1.25m investment in online and in-store support for its Sheba cat food brand.

The creation of the Sheba Hope Reef programme brings an important issue to the forefront among pet lovers and beyond, serving as a hub for training others as well, including reef builders, ambassadors and staff at national parks, NGOs, and governments, so that the project can grow.

Kim Smet, Interim General Manager at Mars Petcare, said: “Sustainability is at the heart of our efforts at Mars Petcare to create ‘A Better World for Pets’ and that’s why we’re committed to sustainably source 100% of the fish used in our pet food recipes. However, sustainable fishing depends on the seas’ resources and this can only be achieved by supporting these incredible natural assets.”

“It’s important to us that we share our journey with our loyal customers and consumers, and we aim to do this through our in-store and online activation. In order to drive long term success, we need consumer support in watching our ‘Film That Grows Coral’ to raise vital funds.”

Live now and running until March, in-store point of sale material is available to help retailers spread the word on Sheba Hope Reef. In-store activation and media support will encourage new and existing shoppers to support the campaign through their choice of purchase and watching the campaign video online. The funding generated from the video views will be donated to campaign partner, The Nature Conservancy, to support coral restoration projects.

PICKS OF THE WEEK – BUZZED

THE WORLD’S FIRST ENERGY TONIC WATER UNVEILED

The brand’s caffeine is 100% naturally sourced to meet consumer demand.

Buzzed, the world’s first energy tonic water, has been launched to tap into the elevated consumer interest in health and wellness.

In contrast to most leading energy drinks which use synthetic caffeine, the caffeine in Buzzed is 100% naturally retrieved, extracted from natural plant sources, but still boasts more caffeine per 100ml than the UK’s leading energy brand.

The brand’s ingredients are ethically produced in the UK, it is sweetened with pure Blossom Honey and plant-based stevia, creating the perfect delicate flavour experience, avoiding the overwhelming sugary taste often associated with energy drinks. In addition, it boasts 100% recyclable packaging.

Meanwhile, vibrant packaging and contemporary bold branding is designed for on-shelf stand out.The brand is also being supported with a six-figure marketing spend and will have a significant presence at key summer events to drive awareness.Tonic water is one of the biggest growth drivers in adult soft drinks, and research shows 70% of consumers have become more attentive to natural ingredient claims over the past 12 months. As a result, this new launch is set to offer an uplifting sales opportunity for retailers.

Buzzed founder Louise Lloyd said: “There is a well-established consumer occasion for spirits and an energy drink, but there is no premium brand in this space offering a clean, natural solution which doesn’t compromise on flavour.

“Our research has shown that many people choose this kind drink combination despite the taste, not because of it, simply to get a pick me up. Buzzed was created to quite simply lift your spirit – not overpower it.”

Buzzed, which is available in cases of eight units with an RSP of £5.50, is available to all retailers. Retailers can email sales@buzzedenergy. co.uk to discuss stocking the product.

PICKS OF THE WEEK – FELIX

IT’S GREAT BEING A CAT, SAYS FELIX

The brand’s £3.7m campaign, which is spearheaded by a playful TV advert, looks to honour the special bond between pets and their owners.

Felix has launched a new £3.7m marketing campaign to connect with shoppers.

The ‘Felix – It’s Great To Be A Cat’ campaign is spearheaded by a playful TV advert with a catchy jingle that celebrates the moments that make it great to be a cat, like being warm and cosy on a rainy day.

Real cat behaviour sits at the heart of the campaign, which looks to honour the special bond between pets and their owners.

The campaign, which is set to reach more than 30 million households, also includes video-on-demand, radio, shopper and social media activity. Consumers will also be given the chance to participate in a Felix-inspired social challenge and augmented reality game later this year.

In addition, Felix is launching limited-edition versions of its best-selling 12- and 40- packs for As Good As It Looks Ocean Feasts and As Good As It Looks Mixed Selection in Jelly. Available from mid-2022, these will feature throughout the campaign to raise awareness further.

Rebecca Marshall, Nestlé Purina Felix Senior Brand Manager, said: “The launch of Felix – It’s Great To Be A Cat is an exciting move for Felix as we continue building on the brand’s lovably mischievous personality and exploring new ways to connect with cat owners.

“With so much going on in the world today, it’s important to enjoy moments of light-heartedness – starting with the little things cats do that make us smile.

“Felix – It’s Great To Be A Cat is a fun, playful campaign that is backed by big media investment, and I’m delighted we can finally share the tune I’ve been singing in my head for months!”

PICKS OF THE WEEK – ECHO FALLS

ECHO FALLS CAMPAIGN CELEBRATES GALENTINE’S DAY

The campaign, which will run throughout February, will highlight a range of Echo Falls products.

Flavoured wine brand Echo Falls is celebrating female friendships with a new £1m marketing campaign to encourage consumers to get together and share a bottle, particularly in the run up to Valentine’s Day.

The ‘Phone on Silent, Girls on Loud’ campaign celebrates Galentine’s Day. Falling on 13 February – the day before Valentine’s Day – Galentine’s Day is a celebration of female friendship which originates from the TV sitcom Parks and Recreation.

The campaign will run throughout February and then return throughout the summer months. Adverts will run on major shopping centre billboards across the UK, with the aim of increasing awareness of the brand and driving purchase across all channels.

The billboards are supported by key advert spots on trending podcasts including ‘Shagged Married Annoyed’ and ‘Wednesdays, We Drink Wine’, as well as paid social and digital display activity. Stars from TV show Made in Chelsea will also be recording additional audio spots to feature across multiple podcasts relevant to Echo Falls’ female-centric audience.

The campaign will highlight a range of Echo Falls products, including the recently refreshed Fruit Fusions range, to showcase the opportunity for shoppers to choose the right ABV to match their moment – and to offer choice for those looking for a lower alcohol option.

Alexandra Chambers, Senior Brand Manager at Echo Falls, said: “We’re going big with our Echo Falls activity this year, building affinity with our core audience of women aged 25-44. With Galentine’s Day around the corner, it’s the ideal opportunity to remind customers that female friendships are worth celebrating. Our portfolio of blends and varietal wines, which includes best-sellers White Zinfandel, Merlot and our Rosé blend, provides the ideal accompaniment for any get-together amongst gal pals.

PICKS OF THE WEEK – MAGNUM

MAGNUM LAUNCHES SUPERCHARGED VERSIONS OF ITS CLASSICS

The brand’s remixed variants combine two flavours of ice cream.

Magnum has unveiled remixed versions of its best-selling Classic, Almond, and White Chocolate flavours, which combine a twice-dipped duo experience of two flavours of ice cream.

The range includes Magnum Classic Remix (3 pack), which feature chocolate ice cream swirled with Madagascan vanilla ice cream, fully dipped in a layer of classic milk chocolate and then halfdipped in milk chocolate with crunchy cocoa pieces.

Magnum Almond Remix (3 pack) and Magnum Almond Mini (6 pack), features double swirled rich Almond flavoured ice cream and Madagascan vanilla ice cream encased in a full layer of white chocolate with chopped almond pieces, then halfdipped in cracking milk chocolate to “amplify” the almond experience.

Magnum White Chocolate and Berry Remix (3 pack) is a velvety berry ice cream paired with rich Madagascan vanilla ice cream, coated in white chocolate, and then half-dipped in classic milk chocolate.

The brand has also introduced Magnum Sweet and Salty Almond Remix tub (440ml), a new take on the signature Magnum Almond tub, now with sweet and salty flavours. The roasted almond ice cream contains rich swirls of gooey salted caramel sauce and crisp golden honeycomb pieces, intensified with caramelised almond pieces and encased in cracking milk chocolate.

Each Remix three pack is priced at £3.99, the Remix Mini six pack is priced at £3.99, and Remix tub is priced at £4.

Horacio Cal, Brand Experience Director, Ice Cream, said: “By introducing remixed versions of our already popular range, we can delight fans but also reach new customers. We want to continue to drive value and expand our customer base to help retailers profit from the ice cream category.”

PICKS OF THE WEEK – NESTLÉ

NESTLÉ REVEALS FRESH LAUNCHES FOR KITKAT, AERO AND ROWNTREE’S

The new products will be hitting shelves in February.

Nestlé Confectionery is adding new offerings to its KitKat, Aero and Rowntree’s portfolio this spring. New KitKat Bites, featuring wafer pieces in a milk chocolate shell and chocolatey centre, will be available in Booker stores from the beginning of February, available in 90g sharing bags. The Chocolate Caramel KitKat Bites will also launch in February, exclusive to Booker.

KitKat Brand Manager Meg Miller said: “Perfect for a little evening indulgence, such as a family film night or after dinner treat, KitKat Bites deliver an intense, chocolatey hit with every mouthful. This is a grown-up twist on our much-loved brand, and we are so excited to bring KitKat Bites to the market.”

In addition, KitKat 4 Finger Orange and KitKat 2 Finger White are added to the line-up, available in multipacks of nine in a wide range of supermarkets and convenience stores.The KitKat 4 Finger Orange is also available in a multipack of 4 x 41.5g bars exclusive from Co-operative stores until May, supermarkets nationwide after then.

Furthermore, available in milk chocolate and caramel flavour sharing bags, the new Aero Melts will feature in supermarkets and convenience stores from the beginning of February.

Finally, Rowntree’s is introducing the Randoms Squidgy Swirls, available in supermarkets and convenience stores nationwide from the beginning of February, in three varieties: blackcurrant & yogurt, strawberry & yogurt, and apple & yogurt.

The entire KitKat range is made using 100% certified sustainable cocoa, sourced through the Nestlé Cocoa Plan in conjunction with Rainforest Alliance and contains no artificial colours, flavours or preservatives.

PICKS OF THE WEEK – MARS WRIGLEY

GLOBAL CAMPAIGN AIMED AT DRIVING SALES TO UNDER 25s

Retailers are being supported with branded disruptive point of sales and free-standing display units.

Mars Wrigley is launching its first global campaign for EXTRA, ‘Find Your Fresh Look’, which goes live first in the UK this month. The campaign has been designed to grow the brand’s penetration by targeting under-25s. It supports a rebrand for all EXTRA chewing gum and includes UK partnerships with ISAWITFIRST and BadHero.

The brand says the campaign aims to increase gum penetration among Gen Z, as nearly 50% of gum consumption comes from this demographic, therefore increasing segment sales.

Meanwhile, partnerships with ISAWITFIRST and BadHero centre around consumers finding their own ‘Fresh New Look’ to start the year. There will be significant multi-channel activity to support the campaign featuring influencers such as Made in Chelsea’s Sam Thompson, and Love Island’s Shaughna Philips and Olivia Attwood.

A social dating show – ‘The Extra Fit’ – will appear on Youtube. Extra is also running a UK-wide competition in store to ‘Win a New Wardrobe’ with ISAWITFIRST, alongside the opportunity to win a variety of other prizes along the way.

The brand says the campaign marks the beginning of a series of campaigns for Mars Wrigley, with the aim of reaching the next generation of gum consumers and getting half of the nation chewing gum by 2025.Retailers are being supported to improve gum availability in stores with Mars Wrigley’s partnership branded disruptive point of sales and free-standing display units.

Sasha Storey, Senior Brand Manager, EXTRA at Mars Wrigley, said the campaign “is an exciting new area for EXTRA to build brand awareness and penetration with the next generation of gum consumers. With nearly 50% of gum consumption coming from Gen Z, we know there is scope to grow gum sales in the UK.”

PICKS OF THE WEEK

THE NUTTY ONE

Kellogg’s has launched a hazelnut version of its Coco Pops brand, which contains 30% less sugar than other chocolate-flavoured cereals. The limited-edition variant (RSP £3) will be sold in supermarkets for one year only and is expected to be a hit with fans of Nutella.

MAKING WAVES

Absolut is launching a limited-edition bottle designed with expanding sound ripples. Available in a 70cl format from wholesalers (RSP £19.95), the sapphire blue Absolut Voices bottle is made using 80% recycled glass and features a custom medallion in one of four colours.

THE HONEY ONE

Nestlé Cereals has launched Shreddies The Honey One. The new variant, made with real honey, is non-HFSS. The brand said honey-flavoured cereals have proved popular with consumers in recent years, showing an increase in value of sales of 14.5% since 2019.

WHISKY CREATIONS

Cù Bòcan Single Malt hasreleased two limited editions:Creation #3 matured in CabernetSauvignon and Rye casks, andCreation #4 which has maturedin a combination of Tawny Portand Cognac casks. Both havean RSP of £60 per 70cl bottle.

SLEEK CANS

Irn-Bru is launching its ‘old and unimproved’ 1901 variant in 330ml sleek cans, available from mid-February in outers of 12 with an RSP of £1. Irn-Bru 1901 was originally launched as a limited edition in 2019 and made a permanent return to shops last year in a 750ml glass format.

SPRING EDITION

Dunnet Bay Distillers will launch its 2022 Rock Rose Gin Spring Edition in the first week of March. The limited edition, hand-made batch was made using ingredients foraged from the local area. Spring Edition will be available in a miniature 5cl bottle, or a 70cl fully recyclable refill pouch.