One of our leading brands, JUST Water, has received the ‘Best Packaging Solution’ award at the 2018 Global Bottled Water Congress thanks to its unique Tetra Top® carton bottle.

The 15th Global Bottled Water Congress was held in Evian, France in October. Judges presented the accolade to JUST Water for being a “solid brand with a clear message” and delivering a product that appeals to the consumer in an economic, pragmatic and responsible way.

The JUST Water bottle is made from sugarcane to make the bio-plastic of the cap and shoulders of the carton; and trees from sustainably managed forests to create the paper that makes the carton.

Ira Laufer, CEO of JUST said: “The JUST mission is to do things better in all aspects of our business, from sourcing to our packaging. We believe a package should protect and deliver its contents with minimal environmental impact, with the highest quality in sustainability, function and consumer appeal.

“The Tetra Top package is made from 82% renewable resources, primarily FSC™ certified paperboard and bio-based plastic derived from sugar cane.  This package allows us to provide our customers a better solution, while fulfilling our global mission of reducing plastic pollution.”

Charles Brand, executive vice president product management and commercial operations at Tetra Pak said: “We are delighted to see JUST Water winning such a prestigious award. This confirms that carton packaging is very relevant for the water category, especially for brands that want to do more for the environment, without compromising convenience and functionality for the consumer.”

Clark McIlroy, managing director at Red Star Brands, said: “JUST Water’s unique packaging is what makes it special, not only to within the beverage industry, but to the consumers who have a connection with the brand. We are delighted that Zenith Global has recognised JUST Water and Tetra Pak for their sustainable approach to packaging and dedication to the environment.”

JUST Water was launched in the US in October 2015.  With the brand’s high success in North America, it has now reached Europe with a launch in the UK in August 2018 and has further global expansion goals in 2019 and beyond.

‘Putting muscle behind’ JUST Water with first UK gym listing

We have secured a major listing for JUST Water as the sustainable water brand launches in PureGym sites, marking its first UK gym listing.

With over 200 sites nationwide, PureGym is the UK’s leading gym chain and provides flexible and affordable access to high-quality fitness facilities. As part of its focus on innovation, PureGym aligns with unique food and drink brands to help gym-goers achieve their health & fitness goals, with products available in vending machines across all sites.

The JUST Water bottle is comprised of 82% plant-based, renewable materials and is recyclable. The cap and shoulder of each bottle is made from a bio-plastic that originates as sugarcane; the bottle itself is mostly paper made of trees from sustainably managed forests. It can be recycled kerbside and at bring-bank locations in most UK communities.

Clark McIlroy, managing director at Red Star Brands, said: “JUST Water has made a real impact since it launched in the UK last month and we are excited to see demand for the brand grow. Consumers are becoming increasingly aware of their plastic consumption and the alternative packaging solutions which are now available thanks to brands like JUST Water.

“PureGym is perfectly placed to stock JUST Water, as it too is a disruptive brand which challenges the norms of traditional gym memberships and like JUST Water, offers its customers something refreshingly different to meet their needs.”

Elizabeth Chandler, commercial manager at PureGym said: “We understand the importance of giving consumers choice and are actively taking our first step towards offering a plastic free alternative to bottled water”

Launched to the UK market in August, JUST Water is now available in PureGym locations, 800 Boots stores nationwide and all Whole Foods Market locations in the UK.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

Fulfil vitamin & protein bar expands range to hit UK’s ’sweet spot’

Fulfil – the UK’s fastest-selling* vitamin & protein bar – has expanded its offering with the launch of a new 40g bar that has the added benefits of 15g of protein, less than 2g of sugar and nine vitamins.

The exciting new range also introduces two new flavours, Chocolate Salted Caramel and Chocolate Hazelnut Whip.

The new smaller sized range has been developed following extensive category research into the rational choices consumers make between functional snacks and traditional confectionery lines.

Brian O’Sullivan, chief executive at Fulfil Nutrition said: “It has been overwhelming to see the response we have had in the UK, both from retailers and consumers. With increasing demand for more flavours and options, we are committed to creating bars with benefits which have all the advantages of high protein and low sugar, but with the great taste of traditional sweet treats.

“Fulfil’s target consumer is a ‘health conscious, on-the-go person’ who is looking for a healthier snack without sacrificing taste; the new range with the benefit of 15g of protein, less than 2g of sugar and nine vitamins, makes Fulfil a perfectly convenient and tasty, better-for-you snack.”

With the creation of a 40g bar – which complements the original 55g offering aimed at a more traditional ‘protein consumer’, Fulfil is aiming to appeal to a wider range of consumers who are actively seeking tasty, healthier snacks, but not necessarily a larger, more filling snack with 20g of protein.

The new 40g bar will be available in four flavours including the newly launched Chocolate Salted Caramel and Chocolate Hazelnut Whip, as well as Triple Chocolate Deluxe and Chocolate Orange.

Brian added: “We’ve learned that the needs of consumers are not all the same and we want to ensure Fulfil can fit into everyone’s day – whether they’re snacking on-the-go, or training for a sporting event. Fulfil is a tasty, functional bar which meets the needs of modern day consumers.”

The 40g bar has a recommended retail price of £1.89- £1.99 and is available now in WHSmith Travel and Sainsbury’s. For more information about Fulfil visit https://fulfilnutrition.com.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

*IRI Marketplace Data, GB Market, 12 weeks to 12th August 2018 – Fulfil Peanut & Caramel, units per point of weighted distribution, excludes SKUs in <10% distribution.

Sparkling Ice quenches the thirst of the UK’s busiest high streets

Sparkling Ice had a busy summer on the road, visiting London, Birmingham, Manchester and Glasgow, sampling over 150,000 consumers!

The team delivered the bold side of water to thirsty consumers across UK high streets, shopping centres and train stations, and visited the head offices of Boots UK, Asda, Morrison’s, Sainsbury’s and BP.

They also supported some fantastic causes, including the Race for Life event in Hyde Park, handing out ice cold samples to runners.

Will Smith stacks shelves at Boots to launch sustainable brand JUST Water

A-List Hollywood actor Will Smith was spotted stacking shelves at Boots in the Westfield Shopping Centre this week, as he launches his son Jaden Smith’s sustainable water brand JUST Water in the UK.

Dressed as a Boots store manager, Will surprised lunch time shoppers as he mingled with customers as well as giving away signed bottles of the still spring water, which contains 82% renewable packaging and is bottled locally in the UK.

It is available in 800 Boots stores nationwide and all Whole Foods Market locations in the UK.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

Sustainable brand JUST Water joins Red Star Brands’ portfolio

Today we announced the addition of sustainable brand, JUST Water to our beverage portfolio.

With 82% renewable packaging, the brand’s entry into the UK comes after rapid growth in the US, with JUST Water becoming the number one selling branded Bottled Water in its category at Whole Foods Market, since it launched in 2015.

The JUST Water bottle is made from sugarcane to make the bio-plastic of the cap and shoulders of the carton; and trees from sustainably managed forests to create the paper that makes the carton.

In total, 82% of the materials in the package come from plant-based renewable resources, which leads to a positive carbon impact on the environment. The water itself is still spring water from a sustainable source and bottled locally in the UK.

Clark McIlroy, managing director at Red Star Brands, said: “Our job is to identify global brands that are daring to be different by challenging traditional perceptions of food and drink. Plastic usage has become a hot topic in recent years, and with 6 in 10 UK shoppers* looking to minimise their own plastic consumption, there is a definite demand for ethical brands like JUST Water to enter the UK market and disrupt consumer habits.”

Alongside this, JUST Water is working to cut greenhouse and CO2 emissions through recycling waste, cutting travel and supporting sustainable forests.

Clark added: “At the end of 2017 the soft drinks industry had a watershed moment when the Water category overtook Cola for the first time; this trend is continuing to boom but more and more consumers are also demanding brands that enable them to make a difference, and JUST Water is very well placed to appeal to those ethical consumers in the UK. JUST is already having a positive impact on the environment and we are certain it will continue to drive change here in the UK.”

The product is the brainchild of Jaden Smith, son of Hollywood actor Will Smith, who from an early age took an interest in reducing the amount of plastic in the ocean. JUST Water packaging is recyclable in nine out of ten UK communities where kerbside or bring bank collecting is available, and is comprised of 82% renewable resources, ensuring the minimal impact on the environment.

JUST Water will retail at £1.29 and is available in 800 Boots stores nationwide and all Whole Foods Market locations in the UK.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

*Source: Kantar Worldpanel Survey, Jan 2018

Sparkling Ice hits the road for summer sampling

Talking Rain’s Sparkling Ice has kicked off its summer sampling roadshow in London through a campaign of roaming sampling in some of the city’s busiest high streets.  

Sparkling Ice – which is fast becoming a leading flavoured sparkling water – is planning on creating a splash across a number of locations during the roadshow with its sights set on Birmingham, Manchester and Glasgow.

Over the course of July though to 9 August, the Sparkling Ice team will be keeping consumers hydrated with thousands of ice cold bottles of Sparkling Ice. The tactical campaign will see the roadshow team working with leading retailers, charity and fitness events to promote the popular beverages’ blend of natural flavours, fruit juice and vitamins B and D, offering a lifestyle-led drink with no compromises in six refreshing flavours; Black Raspberry, Cloudy Lemon, Kiwi Strawberry, Orange Mango, Peach Nectarine and Pink Grapefruit.

Update from Fulfil – product recall

Please find below information from the Fulfil Team regarding Fulfil and its White Chocolate & Cookie Dough 55g bars.

Hi,

Everyone who knows Fulfil knows that creating bars that our customers really enjoy is at the core of what we do. As you would expect we have a very detailed supply and production process to make sure our bars reach you in the best possible condition.

We have been made aware however that something is not what it should have been. We have found a piece of clear plastic in one of our White Chocolate & Cookie Dough 55g bars.

This is the White Chocolate & Cookie Dough 55g with the production lot code LOT Number L7318/J and best before 15/02/2019.

Although it is only one bar, consumer safety is our number one priority and as a precaution, we have recalled the production lot that was affected.

We have identified where the bars have been shipped to, contacted stores involved, contacted the regulatory authorities and have started the product recall in line with the best practice protocols.

If you have purchased one of the bars with that LOT number and best before date please return it to where you bought it and we’ll be happy to replace it for you.

We’ll keep you updated as we get more information.

Thanks,

Fulfil Team

If you need to contact the Fulfil Team directly, please call: +4428 90682000

Red Star Brands bring #RealFlavourNoRubbish to Whole Foods

Whole Foods, High Street Kensington has unveiled a new window display this month showcasing Bai’s #RealFlavourNoRubbish.

Located in the iconic Barkers building, the flagship store in Kensington is a three-storey haven for all food lovers. The popular store stocks four flavours of Bai, including the new and deliciously fruity, São Paulo Strawberry Lemon.

The eye-catching display inspired by rainforests was designed by retail window display specialist GraphicMill and captures the fun and tongue-in-cheek branding of Bai using supersized bottles and the tagline: ‘Real Flavour, No Rubbish’.

Fulfil launches ‘Festival of Fitness’ at Boxpark

Protein bar Fulfil has announced its popup ‘Festival of Fitness’ taking place at BoxPark Shoreditch between from 12 – 16 June.

The #FulfilFitFest will transform an outdoor space into a seaside haven for land locked Londoners and fitness fanatics alike.

Complete with palm trees, summer sounds, a perfect sandy beach and a packed timetable of exciting work out classes, the festival will have pulses racing and summer vibes flowing.

As part of the festival there will bespoke fitness classes taking place led by trainers including:  Michael James Wong, founder and vision behind Just Breathe; Sweat and Sound, pioneers of the live music fitness experience and Psycle, famed for its HIIT training, which will be bringing two of its new classes to the sands of Shoreditch. Those attending can expect to experience power sun yoga infused with Arabic summer sounds, sculpt training and of course, some delicious ‘better for you’ Fulfil snacks.

Fulfil’s Festival of Fitness will also include live expert panel discussions on the 13 and 15 of June, with some of the industry’s most influential fitness experts and wellness leaders revealing the hottest trends and how best to maintain the perfect lifestyle balance. The panellist announcement will be coming in the weeks leading up to the festival, and an Eventbrite link to the complimentary tickets will be shared through Fulfil’s social media accounts: Instagram and Twitter.

Fulfil Fitness Festival – class timetable

Throughout the week there will be a range of fitness classes on offer, from early morning yoga for those ready for a little Namaste to start their day to body pumping lunchtime sessions and an exclusive session with a well-known fitness fanatic to be announced.

The tickets will be sold through Eventbrite at £5 per class and will be in staggered when released – only open to a small group of people. Each ticket will include a coffee and a Fulfil bar for the morning classes, or a delicious Fulfil topped fro-yo for the lunchtime and evening sessions. All attendees will also receive a goodie bag.

Yoga with Psycle:

An immersive class integrating functional movement with breath to strengthen, tone, release and rebalance both the mind and body. The class – The Fix Legs & Hips – is anatomically focused to activate, strengthen and restore all major muscle groups of the lower body as is best for: strengthening, targeted release, balance, cross training, detoxification, chronic tension and hormonal balance.

Class schedule:

  • 30 – 8.30am on Tuesday 12th June
  • 30 – 8.30am on Thursday 14th June
  • 30 – 8.30am on Saturday 16th June

Sculpt and Strengthen with Psycle:

A combination of challenging and high intensity, resistance-based exercises, the class works through the different energy systems to sculpt and strengthen the body, boost metabolism and challenge perceived limitations. The motivating, energetic and fun class is best for: strength, fat burning, core strength and building lean muscle, delivering amazing metabolic benefits for an effective way to tone, condition and build strength.

Class schedule:

  • 12:15 – 1.15pm on Tuesday 12th June
  • 12:15 – 1.15pm on Friday 15th June

Yoga with Michael James Wong:

A morning of mindful movements will help kick start the day through fun-filled power yoga, connecting the breath, body and mind. As the class moves from highs to lows, fast to slow, the session will come to a close with a moment of meditation to let the body experience an easy end to the practice.

Class schedule:

  • 7:30am – 8.30am on Wednesday 13th June
  • 7:30am – 8.30am on Friday 15th June

Power Sun Yoga with Sweat + Sound:

An exclusive Power Sun Yoga class combining unique, live ethereal Arabic-inspired summer house sounds and storytelling. A mystical and powerful DJ set will accompany a 45-minute yoga and meditation experience, moving from fast to slow before ending in a mini meditation. The class is the perfect opportunity to stop and re-balance midday, reconnecting breath, body and mind.

Class schedule:

  • 12:15 – 13.15pm on Wednesday 13th June
  • 12:15 – 13.15pm on Thursday 14th June
Sparkling Ice Pink Grapefruit officially hits UK shelves

Sparkling Ice has launched its latest flavour, Pink Grapefruit, which is now available in leading supermarkets, high street retailers and a number of independent stores.

Since launching in spring 2016, Sparkling Ice’s portfolio of flavours including: Black Raspberry, Orange Mango, Peach Nectarine, Kiwi Strawberry and Cloudy Lemon have led the way thanks to their combination of great taste, virtually no sugar and hardly any calories.

 

After two years in the UK, Sparkling Ice has emerged as the No. 2 branded player in the growing Flavoured Sparkling Water segment, delivering £7.1m in the latest 52 weeks (+95% YoY).*

US-based Talking Rain Beverage Company, the maker of Sparkling Ice, has continued to stay one step ahead of the curve, creating naturally coloured, lightly carbonated beverages. To coincide with the launch of Pink Grapefruit Talking Rain has announced its partnership with The Pink Ribbon Foundation for 2018/19 across the UK and Ireland.

The Pink Ribbon Foundation is a grant making trust with a mission to fund projects and provide financial support to UK charities which relieve the needs of people who are suffering from, have been affected by breast cancer, or who work to advance the understanding of breast cancer and its early detection and treatment.

Nina Morrison, vice president of PR and Creative at Talking Rain Beverage Company said: “Giving back is part of our DNA at Talking Rain, and we are delighted to continue our philanthropic efforts to support local communities in the UK. Pink Grapefruit is the perfect flavour addition to our expanding product line of ‘better for you’ soft drinks.”

Lisa Allen, head of corporate partnerships, PR & Events at the Pink Ribbon Foundation said: “We are delighted that Sparkling Ice has chosen to support the Pink Ribbon Foundation and we look forward to working with the team to raise awareness and money during 2018 so that together we may help more women (and a smaller percentage of men) living with a breast cancer diagnosis.”

Sparkling Ice is available in select retailers with a Manufacturer Recommended Retail Price (MRRP) of £1.49 per 500ml bottle and £3.50 per 400ml 4-Pack.

* Source: IRI Total Market Sales, latest 52 weeks to January 25, 2018.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

Red Star Brands secure hat-trick of new forecourt listings

Two of our ‘better for you’ beverage brands will be rolled out into over 200 BP garages, which will soon see five flavours of Sparkling Ice on its shelves, as well as six flavours of Bai, including the new and deliciously fruity São Paulo Strawberry Lemon.

Family-owned business and growing convenience retailer Euro Garages will also be welcoming protein bar Fulfil into 354 of its stores across the UK.

This is a perfect fit for Fulfil, as the brand is targeting a ‘health-conscious, on-the-go person’ who is looking for a healthier snack without sacrificing taste; and with the benefit of 20g of protein, low sugar and nine vitamins, Fulfil is the perfect convenient and tasty treat without any of the guilt.

Junaid Manjra, group head of trading at Euro Garages, said: “It’s an exciting time for Euro Garages as we see Fulfil launch onto our shelves. Red Star Brands has showed us how important it is for healthier snacks to have visibility within stores and how protein consumption is increasing in the UK. We’re looking forward to stocking an exciting new product that is full of protein and vitamins.”

BP and Euro Garages are key players within the forecourt sector and we are delighted to be working with such reputable retailers. Forecourts generate a high amount of annual sales for convenience products and are perfect shopping locations for on-the-go products, as consumers look for quick, ‘healthful’ products that are packed full of flavour.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact-us

Fulfil vitamin & protein bar paints London yellow

The UK’s fastest-selling* vitamin and protein bar, Fulfil has set its sights on London.

The low sugar brand with 20g of protein and nine vitamins, has embarked on a heavy-weight consumer marketing campaign to educate the capital’s health-conscious consumers on the benefits and great taste of the bars.

The campaign which kicked off this week (8 May 2018) includes a JCDecaux media-first as well as digital out-of-home, sampling, festivals, experiential and social media activity.

Brian O’Sullivan, chief executive at Fulfil Nutrition reveals more about the marketing campaign.

“Our bars have all the benefits of high protein and low sugar but with the great taste of traditional sweet treats, and they are set to become the UK’s number one healthy snacking brand.

“Fulfil’s target consumer is a ‘health-conscious, on-the-go person’ who is looking for a healthier snack without sacrificing taste; and with the benefit of 20g of protein, low sugar and nine vitamins, Fulfil is the perfect convenient and tasty treat without any of the guilt.

“Protein is essential for everyone, not just body builders and hard-core athletes. Fulfil’s great taste makes the category much more accessible to wider audiences, both male and female.”

A 94-square metre mural, designed by Nightingale Austen Design and installed by Global Street Art Agency was revealed on Great Eastern Street in Shoreditch this month and marks the beginning of Fulfil’s London campaign. The brand will also be driving trial and education through a heavy-weight sampling programme.

Brian added: “It is important for manufacturers to educate people on how much protein they should consume, as well as its benefits. Most consumers are aware of the need to increase protein in their diets but the majority, especially those who are less gym-focused, are unaware of the appropriate levels to be consuming.

“With one in three people trying to increase their protein intake**, there is a growing appetite and further education can only help to accelerate the participation in the category. The days of having to choose between ‘unhealthy and tasty’ versus ‘healthy and bland’ are behind us – there’s a new future, and it’s packed with goodness, functionality and flavour.”

An experiential outdoor hub will open on Tuesday 12 – Saturday 16 June at Boxpark, in the heart of Shoreditch. The outside space will host Fulfil’s Festival of Fitness, including HIIT workouts and classes led by influential trainers.

On 11 – 13 May, Fulfil will be showcased at Balance Festival at the Old Truman Brewery, the go-to destination for individuals embracing a healthy lifestyle.

For more information on Fulfil, visit the website or Boxpark Tuesday 12 – Saturday 16 June, 2-10 Bethnal Green Rd, London E1 6GY.

* IRI Marketplace Data, GB Market, 12 weeks to 25th February 2018. Excludes SKUs in <5% distribution.
***Thinking House Periscope Report, June 2017 Multi-Country Consumers & Their Food

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

Zenith’s UK
Soft Drinks Conference

Zenith’s UK Soft Drinks Conference: revealing secrets of innovation success for UK soft drinks sector.

At a time when some of the biggest companies are focused on renovating their traditional carb brands by reducing or removing sugar, our MD Clark McIlroy lifts the lid on how innovators can have a material impact on the soft drinks category at Zenith’s UK Soft Drinks Conference (3 May 2018).

The sugar tax has been responsible for a soft drinks revolution in the UK and while some of the renovators have struggled, there has been a tangible opportunity for the innovators. In the last two years following the announcement of the sugar tax levy, there have been 247 new brand launches in the UK.

While some brands have managed to encapsulate what modern consumers want, not all innovation is equal. Only 25 of these innovative brands, which include Bai and Sparkling Ice, have delivered 92% of NPD volume in the last year**.

The market disruption in the UK is caused by the move from full sugar, traditional Diet and Juice Drinks to ‘healthful’ beverages with added functionality driving strong growth in Water, Smoothies and Shakes. Water, which has overtaken Cola for the first time in its history -*1.32 billion units of Water sold against a declining 1.26 billion units of Cola in the latest year – is a key driver of value and volume growth as consumers are making more considered drink choices.

Customers have turned away from sugar-laden beverages and are seeking out fresh, new brands like Bai and Sparkling Ice. Both brands launched in the UK within the last two years and have mastered the art of low sugar and maximum flavour, offering a lifestyle-led drink with no compromises.

The secret of successful innovation can be encapsulated in five simple headings:

  • Don’t compromise on taste
  • Have a strong brand proposition
  • Support the brand financially
  • Ensure the opportunity is truly scalable
  • Don’t just appeal to those inside the M25 if you want real growth and success

First and foremost, the product must taste good – many consumers will try a new product once, but if it fails the taste test they won’t buy it again.

Secondly, and perhaps obviously, the brand must have a strong proposition to deliver cut-through and ideally satisfy an un-met consumer need; either functionally, or for a consumption occasion.

Given there have been almost 250 new beverage launches in the last two years alone, it clearly requires investment to deliver cut-through. This applies both inside and outside of the store. There is no substitute for creating outstanding visibility in trade and reinforcing with heavyweight sampling, not to mention outdoor advertising, PR and social media. Simply putting the product on the shelf and hoping it works has been a rock that many brands have perished on.

A huge number of new launches have never made it past the specialist stores inside the M25. Naturally, it can be wise to prove the concept with an affluent early-adopter cohort in London but to achieve true scale the brand needs to have just as much relevance in towns and cities throughout the country.

In terms of themes for future innovation, health will continue to dominate the NPD pipeline – particularly with an emphasis on ‘healthful’ ingredients; increasingly consumers can expect to see sustainability coming to the fore, manifesting itself in new packaging innovation to reduce or remove plastic, and don’t be surprised if premiumisation becomes more important too.

As downward pressures are exerted on everyday pricing, it’s beholden on suppliers to bring creative solutions to help counter-balance value in the category. The soft drinks industry is changing faster than ever but as retailers and suppliers we need to embrace the change, and those who back the winners will build an exciting and profitable future.

*IRI Marketplace Data to 25th February 2018

** NPD Volume based on new brand or sub-brand launches in the latest two years according to IRI Marketplace Data to 25th February 2018. This will not include additional flavours from existing brands.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

National Convenience Show: putting health on the shelf

Modern consumers are re-defining their approach to health, focusing on the fuel going into their bodies rather than the absence of ingredients being left out, this shift has presented the convenience sector with an opportunity to embrace the change. Our MD Clark McIlroy talked all things health and snacking at the National Convenience Show (16 April 2018).

The convenience sector is best placed to own this change

As suppliers and retailers, we have to embrace the change and recognise that the consumer shift towards healthier options is seismic and definitely here to stay. It is now more important than ever to allocate more space for ‘better for you’ categories such as protein bars, energy-based brands and Water+ beverages.

Ideally situated in both the healthy eating and confectionery categories, protein bars such as Fulfil are often found dual-sited in stores, sitting alongside classic confectionery brands, as well as healthy eating bays.

Those of us who are brave and take risks will be able to enjoy profitable growth from creating more space for ‘better for you’ and continuing to fill the void created by the sharp decline in sales of traditional confectionery and cola brands.

The convenience sector is currently seeing a ‘glass half full’ moment and is better placed to own this in-store shift than the grocery sector. Convenience Buyers can lead this change, as they have the autonomy to make decisions and buy produce for all categories, unlike an individual buyer for a grocer, who is often only responsible for one area.

New trends – eco to indulgence

At Red Star we are continually identifying emerging trends through our market insight and trend analysis.

  • Seltzer water – unsweetened flavoured water – is having a moment and there is a huge amount of growth within this sub-category. Although the rates of sale are slow, there is clearly a trend for it, striking a sweet spot because of its lack of calories and unnecessary sugars
  • Environmental packaging is fighting its way forward and we’re particularly looking forward to seeing a new water brand hitting the shelves later this year, in fully recyclable, non-see-through packaging, which will ignite huge change within the category.
  • Water+, with protein and added functionality, will continue to grow as it’s driving 39%* of the growth in the booming Water category, commanding higher price points, outperforming Water and increasing its share of the market.
  • Although there will always be uber-healthy consumers whose primary concerns are health, at the other end of the health spectrum there are those shoppers who are health conscious Monday to Friday but look forward to an indulgent treat at the weekend.
  • At Red Star we believe it is crucial to provide brands that are scalable, having an appeal for the majority of consumers in the middle – those we might call “healthy activists” – who are prepared to make some effort to be healthier. We don’t just want to cater for the extremes at either end of the spectrum.

Protein is here to stay, whether in muffins, cakes or ice cream

One particular trend is a plethora of added protein, whether it is found in standard bars, or premium indulgent snacks such as ice cream.

Fulfil uniquely combines vitamins and protein, containing 100% of an adult’s recommended daily allowance of nine vitamins. The brand is targeting the health-conscious, on-the-go consumer, who is looking for low sugar, low calorie snacks without sacrificing taste, and with the benefit of 20g of protein and a full multi-vitamin.

Historically eaten by body builders and gym bunnies, protein has always been shunned by female shoppers but two thirds of Fulfil’s consumers are female ‘treat abstainers’. It is important that manufacturers now educate people on how much protein they should consume and the benefits.

Innovation rules

At Red Star Brands, we truly believe ‘better for you’ and ‘great taste’ can co-exist. We believe that genuine innovation, has allowed for the paradigm to be shifted once and for all. The days of having to choose between ‘unhealthy and tasty’ versus ‘healthy and bland’ are behind us – there is an exciting new future, and it’s packed with goodness, functionality and flavour.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/.

* Source IRI Marketplace Data to 25 Feb 18.

Sparkling Ice listed as 2018 InnoBev finalist

We are extremely proud of our portfolio, it’s made up of lifestyle-led products that never compromise on flavour. We only partner with brands which challenge consumer perceptions and industry norms and Talking Rain’s Sparkling Ice is no exception.

Sparkling Ice has fast become a leading flavoured sparkling water, garnering awards rapidly since it was launched in the UK.

This month we are delighted to announce that Sparkling Ice has made the shortlist of the 2018 Innobev Awards as a finalist in the ‘Best Low/No Sugar Drink’ category.

The awards are organised by global food and drink experts Zenith and have attracted over 100 entries.

Alice Schofield, event executive and coordinator of the awards said: “We are delighted to showcase the level of creativity, innovation and exciting new product development taking place in soft drinks and are very grateful for the support we have received.

“This year has attracted entries from around the world including the UK, Ireland, across Europe including the Baltic States, the US, Australia and the Middle East. The number and quality of entries have seen a significant rise this year and we are excited to be supporting both established brands and new products and concepts through our awards scheme.”

Last year Sparkling Ice won a number of awards including ‘2017 Product of the Year’ in one of the UK’s largest consumer-driven awards for product innovation, and ‘Best New Convenience Launch 2016’ by Superdrug.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/.

Tackling sugar tax is ‘easy’

This month marks a new era for manufacturers, retailers and consumers as The Soft Drinks Industry Levy, better known as the ‘sugar tax’ comes into full force on 6 April 2018.

Red Star Brands, which offers full service support to disruptive and unique food and drink brands and their founders who wish to launch successfully in the UK, believe the tax presents retailers with the perfect opportunity to be brave, evolve and keep up-to-date with the needs of modern consumers.

The sugar tax is not a ‘catch all’ answer to better health, nor is it a way to educate consumers.

Clark McIlroy, managing director of Red Star Brands said: “Although the sugar tax may seem scary, it’s actually a great opportunity for the sector to address traditional approaches and revolutionise how we market, create and promote soft drinks.

“The sugar tax is not a ‘catch all’ answer to better health, nor is it a way to educate consumers – however, it has pushed the industry to begin embracing products that challenge the status quo and show that sugar does not equal flavour. Under the new proposed tax bracket, some soft drinks can still contain up to 24g of sugar in one 500ml serving, and face no levy; so, it is crucial for retailers to embrace innovation and health when stocking their shelves in order to progress.

“In the wake of the tax, many traditional soft drinks manufacturers have reformulated, but the real industry challenge is renovation versus innovation. We have been monitoring the market and have seen that soft drinks with a focus on ‘better for you’ are outselling traditional categories such as Cola, Carbonates and RTD Juice Drinks. Consumers are voting with their feet and retailers need to use their chiller space wisely.

Red Star brands has a number of ‘better for you’ brands in its portfolio including Bai and Sparkling Ice, both of which pioneer low sugar and maximum flavour.

According to Clark retailers need to follow an ‘EASY’ approach, in order to succeed in a post sugar tax market.

EMBRACE THE CHANGE – Data captured at the end of January 2018 showed 1.31 billion units of Water sold against a declining 1.26 billion units of Cola* – adding an additional £61 million to the Soft Drinks category in the last 52 weeks. Water + is driving 44% of this growth, commanding higher price points, outperforming Water and increasing its share of the market. It is clear that sugar tax or not, consumers’ consumption has changed and the sector needs to keep up with this demand.

“ALLOCATE MORE SPACE FOR ‘BETTER FOR YOU’ BRANDS – Instead of sticking to traditional sugar laden soft drinks and ultimately passing on the levy to consumers, retailers should open their shelves to low and no-sugar brands and make the brave decisions about what they stock on their shelves. If retailers can’t increase shelf space they’re going to have to take something away, regardless of whether or not it’s a heritage brand that ‘has always been there’. The world has changed and it’s time for us to embrace the future.

“SIGNPOST THE CATEGORY – block the better-for-you brands together, make it easy for shoppers to find the healthier choices. Many people are looking for a functional ‘better for you’ option but are unsure of where it sits in the chiller, make it clear and signpost in store.

YIELD – Finally, the retailers that are brave and take risks will be able to enjoy profitable growth from creating more room in their chillers for ‘better for you’. The growth of this category, including Water and Water+ isn’t going anywhere, so retailers need to adapt to keep ahead of the curve.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/. To hear more from Clark, attend the ‘Putting health on the shelf’ panel this month’s National Convenience Show: 16 April 13:45pm – 14:15pm.

*according to IRI Marketplace Data on 28 January 2018

Zenith’s UK Bottled Water Conference: UK Water category makes waves

The soft drinks industry is experiencing a seismic shift, the like of which it has never experienced before, thanks to emerging trends originating in the US. Our MD Clark McIlroy talked all things Water and Water+ at Zenith’s UK Bottled Water Conference (15 March 2018).

The change follows consumers’ re-definition of ‘health’. Once meaning ‘diet or ‘lite’ with a real focus on calories, health has now evolved to mean ‘healthful’ – more about the fuel going into your body than the absence of ingredients being left out.

This is being played out in the beverage category with a decline not just in full sugar CSDs and juices, but also in brands that call out ‘diet’ or ‘slim’.  In contrast, brands associated with Water or Water+ are leading the charge in the US and the UK.

The watershed moment happened when the Water category overtook Cola for the first time in 2017, and the trend continues.  Data captured at the end of January 2018 showed 1.31 billion units of Water against a declining 1.26 billion units of Cola* – adding an additional £61 million to the Soft Drinks category in the last 52 weeks. Water+ is driving 44% of this growth, commanding higher price points, outperforming Plain Water and increasing its share of the market. Consumers haven’t suddenly fallen in love with water, they’re simply running away from the less healthy alternatives they are used to.

At a time when the biggest companies are focussed on renovating their major brands by reducing or removing sugar, we have been busy identifying some of the truly innovative brands that have succeeded in the US.

The market disruption in the UK is caused by the move from ‘healthier’ diet drinks to ‘healthful’ beverages with added protein, antioxidants, and vitamins.

Water is a key driver of value and volume growth as consumers are making more considered drink choices. American brands Sparkling Ice and Bai are well placed to meet this new consumer demand. Not only are they low in sugar and calories, but they resonate with the smart age millennial. In the last 52 weeks, six key Water brands represent 33% of all NPD volume, of which Sparkling Ice and Bai are two major players**.

Launched in 2017, Bai is already the second largest Functional Water brand in the UK High Street channel. It has benefitted from the complacency of innovation in the market, which has miscalculated consumer’s heightened awareness of health and wellness. Customers have turned away from sugar-laden beverages and are seeking out fresh, new brands. Bai encapsulates what modern consumers want: it’s a fun, five calorie per serving drink, packed with antioxidants from the coffeefruit, sweetened from natural sources and free from artificial preservatives, without being labelled as ‘diet’ or ‘light’. It’s targeted at those looking for a smart-age beverage, not just a new-age beverage.

Even more brands will follow the likes of Bai and Sparkling Ice, looking to master the art of low sugar and maximum flavour, offering a lifestyle-led drink with no compromises.  In the last two years, there have been 290 new brand launches. However, according to McIlroy not all innovation is equal, as only 25 of these brands, which include Bai and Sparkling Ice, have delivered 90% of NPD volume in the latest year.

The world is changing rapidly, and health will remain an over-arching driver of that, through a lens of healthfulness rather than an absence of ingredients.

We believe that Water will continue to be the main growth driver within Soft Drinks, maintaining its current trajectory ahead of Cola. In the UK, Water and Water+ will play a key role for consumers who seek healthy hydration and will continue to dominate innovation trends in bottled water.

People want more targeted functionality when it comes to their bottled water and retailers need to diversify and invest strategically to keep up with demand. The UK retailers that are currently outperforming the market are those that have embraced this change by backing the right innovation, being bold in challenging traditional chillers and reducing space for declining heritage brands.

To speak with our team of experts about the latest industry trends, please get in touch: https://www.redstarbrands.co.uk/contact/

*according to IRI Marketplace Data on 28 January 2018
** NPD Volume based on new brand or sub-brand launches in the latest two years according to IRI Marketplace Data to 28 January 2018. This will not include additional flavours from existing brands.

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