NPD and Media

SPAR ADDS TO CRISPS, SNACKS & NUTS OWN-LABEL RANGE

The symbol group is adding 11 new products to the Spar Brand crisps, snacks and nuts portfolio.

Spar has added several new lines to its own label range of crisps, snacks and nuts.

The symbol group is adding 11 new products to the Spar Brand crisps, snacks and nuts portfolio, which will arrive in stores around the UK on 28 February 2022.

Following a full review of the category two new flavours – Hoisin Duck and Sea Salt & Cider Vinegar – are being introduced to the Spar Handcooked Crisps range.

Within the sharing and impulse ranges, the on-trend Hot & Spicy in 39p and £1 formats and Ready Salted Sticks will also join the portfolio.

Brazil Nuts and Apricots are two new additions to the healthy snacking nuts range. The Spar own-label nuts collection has been refreshed and given a complete new look and feel for more presence on shelf.

Bhavika Thakrar, Spar UK Senior Brand Manager, said: “The UK market value of crisps, popcorn, nuts and savoury snacks has risen over the last two years and this is reflected in sales in our Spar stores.

“Innovation in this category is key with many shoppers looking to try new flavours.”

Thakrar concluded: “We have added these new and improved SKUs in response to customers looking for innovation, value, healthier options, limited editions and premium lines in the category.”

WOTSITS EXPANDS PORTFOLIO

The new range will be supported by a £1.5m marketing campaign throughout April.

PepsiCo is expanding its Wotsits range with the launch of Wotsits Crunchy.

The crunchy snacks are available in Really Cheesy and Flamin’ Hot flavour from 11 April.

The brand is driving awareness of the new Wotsits Crunchy range through a supporting £1.5m marketing campaign throughout April, which includes digital, social advertising, and shopper activations.

Katherine Cook, Walkers Snacks Marketing Manager at PepsiCo, said: “Offering a variety of snack options has always been important to the Wotsits brand, and we know consumers are incredibly keen to experience new textures and flavours. This is exactly why we have introduced the new Wotsits Crunchy – to meet those shoppers’ needs. Following a challenging two years, I’m sure we could all benefit from a moment of melty – and now crunchy – Wotsits enjoyment.

“Wotsits Crunchy gives consumers the chance to experience their favourite brand in a new way. We know there is an appetite for crunchier snacks, especially when it comes to sharing as 95% of shared snacking occasions are based around this texture. Wotsits Crunchy range aims to help retailers tap into this segment, and also bring new shoppers to the Wotsits brand who may have previously felt a yearning for that irresistibly crunchy texture.”

WOLF BLASS CHALLENGES THE STATUS QUO WITH ITS LATEST CAMPAIGN

The campaign involves the largest ever regional investment and support across ATL, in-store, PR, digital, and events.

Treasury Wine Estate’s (TWE) premium wine brand, Wolf Blass, is launching a new nationwide campaign in March.

The ‘Why Settle When You Can Soar’ campaign will challenge the status quo and the expected norms of the wine category and celebrates those who break the conventions.

The campaign, which sees the largest-ever regional investment and support across ATL, in-store, PR, digital and events, is expected to reach millions of consumers through a burst of video-on-demand advertising and a continuation of the brand’s successful partnership with luxury travel deals company Secret Escapes.

The promotion, which marks the second time that Wolf Blass has partnered with Secret Escapes, launches on 1 March and runs until 31 May.

The promotion will see just under 900,000 bottles across the UK and Northern Ireland tagged with prize-winning QR codes. Entrants will have to scan the QR code on the tagged wine bottles to be in with the chance of winning instant prizes and credits. One lucky winner will receive a holiday to either Thailand or New York, and 4,000 runners up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.

The promotion will be supported by social media and influencer engagement.

In addition, a TV commercial will appear on screens from March until May. The commercial will use Finecast, the video-on-demand platform, to reach a targeted demographic of more than three million adults, aged 35+ with an income of £25,000 and above.

The commercial, which features a cross-section of people from all walks of life, across different age groups, sexual and gender identities, and those with disabilities, is intended to strongly resonate with consumers and pioneer the brand’s support for inclusivity for all.

IRN-BRU SET TO DRIVE SALES WITH £6M BRAND INVESTMENT

The campaign will run across TV, digital and social during March and April.

Barr Soft Drinks is investing £6m in Irn-Bru, spearheaded by three new adverts.

The company says the campaign will continue to “clearly differentiate Irn-Bru from all other carbonates with the Irn-Bru attitude and personality that the brand is famous for”.

The campaign will run across a number of media channels during March and April, including TV, digital and social, reaching 90% of 16-34-yearolds in Scotland.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “Last year’s campaign got people talking about the phenomenal taste of Irn-Bru, everyone loves it but they all describe it differently. This year’s campaign continues the great taste debate with three new, thoroughly entertaining broadcast adverts to help drive overall category sales during the key spring and summer period.”

Soft drinks remains one of the most important categories to drive footfall for the Scottish retail trade and within this,

Flavoured Carbonates accounts for 24% of total soft drinks, highlighting the importance of Irn-Bru’s role in-store.

During the four weeks of last year’s campaign, Irn-Bru delivered the fastest growth of all flavoured carbonate brands. This year retailers can use vibrant, eye-catching point of sale material to create in-store/in-depot theatre and maximise incremental sales during the campaign.

Barr Soft Drinks is also advising retailers about the importance of offering shoppers all three variants of Irn-Bru prominently to attract shoppers to the fixture. Irn-Bru sugar-free is Scotland’s leading low calorie flavoured carbonate, while Irn-Bru Xtra has grown 4.5 times faster than total flavoured carbonates.

RUBICON AIMS TO DRIVE DEMAND FOR EXOTIC FLAVOURS

Rubicon Still Pineapple is expected to drive excitement in the soft drinks category when it launches in March.

Barr Soft Drinks is launching a new flavour into its Rubicon still juice drink portfolio in time for retailers to maximise sales this spring.

Rubicon Still Pineapple is expected to drive excitement in the soft drinks category as shoppers are looking out for more choices in the lead-up to occasions such as Ramadan.Pineapple is already the third-biggest flavour within 1L juices and Barr Soft Drinks says more than 90% of consumers asked said that they would buy Rubicon Pineapple having seen the concept, and 80% of those who tried it said they would definitely buy it.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “We’re encouraging retailers to stock up on this new innovation from Rubicon, alongside our other bestselling Still formats, to drive sales by catering for the demand of trusted, authentic brands during occasions such as Ramadan.”

The company is encouraging retailers to create in-store theatre early to drive seasonal soft drinks sales. As well as making the most of POS at fixture which highlights NPD, Barr also advised retailers to signpost the category to entice shoppers and boost basket spend.

● The variant will be available from March in a 1L plain pack and PMP (£1.29) and a 288ml plain pack.

PICKS OF THE WEEK

SLEEK CANS

AG Barr is launching sleek can variants of Rubicon Spring Black Cherry Raspberry and Orange Mango in single cans and multipacks. The sleek 330ml format is growing in popularity, up 40% since 2019, and can help retailers cater for new drinking occasions in and out of the home.

TASTE GUARANTEE

BrewDog is introducing ‘The Brewdog Guarantee’ – offering shoppers a full refund if they are not satisfied. The guarantee is available on Brewdog’s headline range and is being promoted on 4-packs of Punk IPA, Lost Lager, Hazy Jane, Elvis Juice, and Planet Pale.

KIDS PASS

Mars Food UK is bringing back Dolmio’s on-pack partnership with Kids Pass, the family savings membership club. The activation will enable shoppers to unlock exclusive discounts and offers with big brand partners like Go Ape, Odeon, Haven, Sea Life, and Gulliver’s World.

BRIGHT PINK

Fanta is launching a bright pink variant with a mystery flavour. Consumers can solve the mystery by scanning QR codes on packs and viewing online video clues, which will develop across several weeks. The campaign is supported by a multi-million-pound marketing activation.

GETTING FRUITY

Mars is making two fruity additions to its ice-cream range. Starburst Ice Lolly contains layers of ice-cream flavours with a jelly base. Skittles Stix features fruity ice-cream and a sugar pearl centre. Both are available as multi-packs (RSP £2.50) and singles (RSP £1.40).

HEALTHIER BITES

Biscuit manufacturer Pladis has reformulated its Go Ahead! Fruit & Oat bakes to make them healthier. The new recipe has less saturated fat and sugar, while maintaining its fibre levels. The revamped bakes, which have an RSP of £1.59, will be available from the end of February.