NPD and Media

HEINEKEN SILVER SEEKS TO SHAKE UP EUROPEAN DRINKS INDUSTRY

Product launched in response to changing drinker demands and needs, with the hope of unlocking £315m in sales.

Heineken says it is set to reinvigorate the lager category for Gen Y and Gen Z drinkers with the launch of Heineken Silver, “the biggest innovation in the European drinks industry this decade”.

Heineken Silver (4% ABV) is brewed at -1°C for a crisp flavour and subtle finish using pure malt and sustainably farmed barley. It has a low bitterness of 10 IBUs (International Bitterness Units), offering a lighter drinking profile.

It launches in response to changing drinker demands and needs, and with the hope of unlocking £315m in sales. While the lager category has grown +34% since 2019, sales among Gen Z and Y drinkers have declined by 2% and penetration amongst 18 to 24-year-olds has halved over the last seven years. Heineken says younger adult consumers are now looking for “more subtle, refreshing and accessible beers” to suit their tastes.

The brand’s research shows growing popularity for premium and lighter-style drinks, particularly among younger drinkers looking to moderate their alcohol intake, as Alexander Wilson, Category & Commercial Strategy Director – Off Trade, Heineken UK, explained: “Heineken Silver offers these drinkers a more inclusive and accessible taste that also meets their needs for a more refreshing lager, opening up new opportunities to drive incremental sales for retailers.”

The launch is supported with a £20m campaign that seeks to build affinity for the brand among Gen Y and Gen Z consumers.

Heineken Silver rolls out across UK grocery, convenience, and wholesale from 21 March in 4x330ml bottles (RSP £4.50), 12x330ml bottles (RSP £12) and 6x330ml slim-line cans (RSP £5.50).

FRYLIGHT GETS FOOD GOING

The campaign aims to show how fun, versatile and convenient cooking with Frylight can be.

Saputo Dairy UK has launched a new digital marketing campaign for Frylight to build brand awareness and encourage trial of spray oils among its target ‘healthy hackers’ audience.

A departure from previous brand activation which has centred on dieters, the ‘Get Food Going’ campaign talks to a growing audience of consumers who are seeking better balance in their diet, looking for simple swaps or ‘health hacks’ they can make to cut down on unnecessary calories, without compromising on their food choices or following a restrictive diet.

The campaign aims to show how fun, versatile and convenient cooking with Frylight can be and to challenge engrained consumer behaviour which so often sees people reach automatically for pouring oil when prepping meals.

Initially running to 1 May 2022 across paid social and online video channels, the campaign features a series of fun, eye-catching animated videos in which food ingredients are brought to life with the help of Frylight.

Saputo anticpates that the campaign will achieve 37 million impressions and reach over four million consumers across Facebook, Instagram and YouTube.

The campaign will also be supported with shopper marketing activity.

GOLDEN WONDER MARKS 75 YEARS WITH THE RETURN OF FAN FAVOURITES

Three heritage packs also feature an on-pack competition to win one of 75 experience vouchers.

Golden Wonder is celebrating its 75th birthday by bringing back Beef & Onion and Chip Shop Curry flavours in classic 1970s packs.

This follows a vote to discover consumers’ alltime favourite Golden Wonder varieties.

The brand’s flagship Cheese & Onion flavour will also receive an old-school makeover.

All three heritage packs also feature an on-pack competition to win one of 75 experience vouchers. As part of the promotion, every entrant will receive 10% off at experiencedays.co.uk.

Matt Smith, Golden Wonder’s Marketing Director, said: “On our 75th birthday, we wanted our devoted consumers to be part of the celebration by giving them just what they want – their favourite flavours in packs that bring back wonderful memories – as well as offering them the opportunity to create some new memories.”

The on-pack promotion is also running across Golden Wonder’s recently launched £1 crisps range.Promotional packs are available now and the campaign is being pushed across social, digital and trade channels throughout 2022.

Golden Wonder is advising retailers to stock up now, so they don’t miss out on the party.

Find out more.

ECHO FALLS EXPANDS FRUIT FUSION LINE

Passion Fruit and Sicilian Lemon are ranked within the top 10 for flavoured alcohol product launches in the past five years.

Echo Falls has added its new Passion Fruit and Sicilian Lemon flavour to the sparkling Fruit Fusion range, tapping into growing demand for flavoured wine.

The summer edition boasts sweet notes and is expected to appeal to loyal Echo Falls shoppers, as well as encourage the brand’s target audience of 25–34-years-olds into the wine category. The new edition will be available on 28 March across convenience, wholesale, and grocery channels.

The product launch is supported by in-store advertising and digital activation, to build further awareness and excitement around the brand, whilst Echo Falls’ latest campaign, ‘Phone on Silent, Girls on Loud,’ will continue to run throughout the summer months.

Echo Falls Senior Brand Manager, Alexandra Colson, said: “The share of sparkling fruit flavoured wine within the flavoured wine category is up by 19% in volume, compared to last year, as shoppers become more adventurous and look to expand their wine repertoire.

“Both Passion Fruit and Sicilian Lemon are ranked within the top 10 for flavoured alcohol product launches in the past five years, and by adding the Sicilian provenance, we are signalling quality to our customers. Our Fruit Fusions range is perfect for recruiting younger consumers to wine and we’re confident this new variety will be a hit as we enter the summer months.”

SHOPPERS CAN ‘OWN IT’ WITH TREBOR

Campaign will give winners prizes that help them own their style, their fitness or their side-hustle.

Trebor is encouraging shoppers to ‘Own It’ in 2022 by giving them the chance to win £10,000 in cash, as well as hundreds of confidence-boosting prizes.

The Own It campaign will give winning consumers prizes that help them own their style, their fitness or their side-hustle, helping them feel prepared and ready to face whatever stands in front of them. As well as the £10,000 jackpot, other winners will get the chance to reward themselves with their own personal stylist or private shopping experience, their own personal trainer or nutritionist, or their own business coach or office space, among a host of prizes.

To win, shoppers simply need to pick up a Trebor multipack or single pack, enter their contact details and barcode on the pack at Trebor.co.uk and follow the instructions on the site. There they will find out instantly if they’ve won one of the confidence-boosting prizes and be entered into the £10,000 prize draw.

The promotion launches in March and runs through the year, supported by a £1.6m campaign that includes social, digital and out-of-home advertising, as well as a suite of POS support for retailers.

Nancy Moore, Brand Manager for Trebor at Mondelez International, said: “We want to give our consumers the confidence and opportunity to take on the world – however they want to do that. The ‘Own It’ campaign is designed to ensure that by buying their favourite mints brand, they are ready to do this.

“Trebor is the brand leader in the mints category and, as always in an impulse category such as this, ensuring that promotions are as visible as possible to shoppers is key.”

For more details on the promotion or on how to drive mint sales, retailers can visit deliciousdisplay.co.uk.

BROTHERS UNVEILS CHERRY BAKEWELL FLAVOUR

Launch taps into the trend towards flavours, as well as capitalising on a year of British celebration.

Brothers Cider is expanding its range with the addition of a new Cherry Bakewell variant, which will be rolled out across both on- and off-trades from the end of March.

Full of cherry flavours with a hint of frangipane, Brothers Cherry Bakewell will be available in 330ml and 500ml bottles at 4.0% ABV. It is also vegan friendly and gluten free.

The new product launch from Brothers follows the success of its 2021 flavour launches Pink Grapefruit and Honeycomb, as well as the return of Cloudy Lemon, which was brought back by popular demand. It is set to continue the brand’s momentum among its gen z and millennial audience, by tapping into the increasing trend towards flavours, as well as capitalising on a year of British celebration ahead, with the Queen’s Jubilee, Glastonbury Festival’s return and an increasing trend towards British brands and produce.

Nicola Randall, Senior Marketing Manager at Brothers, said: “We are well-known for our exciting and innovative flavours; therefore we are confident that Cherry Bakewell is the perfect addition to our portfolio and one that will continue our momentum as the fastest-growing flavoured cider brand in the market.

“The flavour itself feels relevant and one that will land well with our audience, and the nod to the classic treat is another fantastic way to celebrate and align with our heritage as a brand.”

BIGGER BOXES

Imperial is launching limited-edition 21s packs across some of its leading products exclusively for independents. Rolling out from April, the packs will be available across a number of Imperial’s cigarette brands including Players JPS, Richmond, L&B Blue and Lambert & Butler.

GOOD TIMES ROLL

Ribena has launched an updated promotion with games manufacturer Hasbro. Running until the end of May, the prom gives shoppers the chance to win one of 10,000 limited-edition Ribena Mini Monopoly boards, as well as thousands of other prizes. Promotional POS is available.

NYTHING GOES

Nairn’s is investing in a £1m TV-led brand campaign. ‘Nything goes’ launches on ITV and the ITV Hub for viewers in southern England and aims to show that the oatcake brand is for everyone. It features a mum enjoying a break, a family camping, and a drag queen prepping for a show.

APPLE & GUAVA

Barr Soft Drinks has added an Apple & Guava flavour to its Rubicon Raw energy drink range. It will be available from May in cases of 12 x 500ml, in both plain and £1.29 PMPs. The launch will be supported with a social and digital marketing campaign and in-store POS.

REAL FRUIT

Robinsons is adding Blackberry & Blueberry to its Ready to Drink line-up from this month. The launch will be supported by digital advertising and in-store activity. The range is available in cases of 12 x 500ml and 24 x 500ml with a £1 RSP. £1 PMPs are also available.

BACK TO SCHOOL

Yogurt snack Frubes has unveiled a new above-the-line campaign promoting Frubes as the go-to portable snack for kids. The multi-channel campaign is expected to reach 4 million UK consumers and bids to drive sales during the March Return to School period.