Red Star Brands, an innovative distributor of disruptive drinks and snack brands, has announced the first national retail listing for its RTD brand, Four Loko.

Three flavours of Four Loko – Tropical, White and Blue – will be included in the launch with at least one SKU available in 451 Morrisons and 671 Morrisons Daily stores. The brand will start to roll out to all stores at the end of April 2024.

The RRP is £3.49 per 440ml and the brand will also participate in the ongoing category-wide promotional deals of 2 for £6 and 3 for £8.

Four Loko is a high ABV vodka-based drink in 440ml cans (8.4% ABV) in eight vibrant flavours – White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple.

The US brand launched into the UK in 2021 and has had a meteoric ascension to become the #5 brand in total GB convenience. It is one of the fastest growing RTD brands in the UK adding £7m value growth to the category in the last 52 weeks. [L52wks to18 February 2024].

With the total flavoured alcoholic beverages market worth £510 million in the UK, Four Loko has the #1 fastest selling SKU & 8 of the top 13 fastest selling SKUs in GB convenience (value).


Clark McIlroy, Managing Director, Red Star Brands, commented: “Four Loko has rocketed since it launched in 2021 and has quickly established itself as the go-to drink for Gen Z consumers looking for unconventional fun and full-on flavour.

“Its move into Morrisons demonstrates a shift in the RTD category as supermarkets recognise the opportunity to grow the category with truly innovative brands. We’re optimistic that Four Loko will continue to defy convention and appeal to Morrisons customers.”

The Morrisons launch activity will include branded POS including flags and signs to signpost the range instore, followed by a festival ticket competition campaign to reward customers. The range will be merchandised in the Party Drinks Aisle in both Morrisons and Morrisons Daily stores.

Ben Keegan from Morrisons said: “We’re seeing some brilliant innovation in the ready to drink category which is being driven by brands like Four Loko. We’re excited to bring this popular range to our stores which will give our customers a fantastic choice of vibrant pre-mixed drinks.”

Four Loko was developed in the USA in 2005 by three friends who met while in college. It has established itself as the leading RTD brand in the US, with its broad range of flavours and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers.

Four Loko flavours include Dark Berry Burst, Tutti Frutti, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold, Sour Blue Razz and Sour Apple in 440ml cans (8.4% ABV).

Take a Seat!




Red Star Brands was created to be a brave and ambitious champion for disruptive brands in the UK.  We partner with those who challenge consumer perceptions and industry norms; those whom no longer accept the status quo of a ‘one-size-fits-all’ approach to distribution and brand building.

Together, we are creating a new future for international brands in the UK guided by our values and fuelled by a talented and passionate team.  Our values shape us, from how we operate, to how we build relationships; and we have a record of creating sustainable platforms for iconic brands, including;

Starbucks, Califia, Sparkling Ice, The GUTsy Captain, Four Loko & Beer Lao



REPORTING TO Supply Chain Manager
LOCATION Belfast, Northern Ireland (12-month Maternity Cover)
DATE Q4 2023
Want to submit an application?  Please forward your CV to

Roles & Responsibilities:

·       Working with the Supply Chain Manager to manage the 3PL relationship, including:

Identifying & delivering efficiencies in the Supply Chain (order patterns, consolidation etc)

Monthly/Quarterly service level delivery reporting (3PL to key customers)

Day to day contact for all operational Supply Chain issues (outbound to customers).


·       Key point of contact for all retail multiples and other key customers for Customer Service and Supply Chain issues. This includes:

Dealing with all Customer Service and Supply Chain queries.

Analysis and resolution of issues.

Ensuring order accuracy, reporting consistently on service levels

Building and nurturing key customer relationships, with monthly / bi-monthly meetings


·       Working with the Customer Planner to ensure:

Sales order & sample order processing is done in a timely manner.

Resolving shortages/credit note requests in a timely manner.

Dealing with customer queries in a professional manner.

Ensure that Intercompany orders are raised on time.

Sales orders are invoiced off on time.

Cover for Customer Planner holidays


·       Key Point of contact for all Export Customer orders

Ensuring that the correctly dated stock is picked.

Liaising with the customer and customer haulier to arrange collections.

Ensuring that the relevant paperwork is completed ahead of collection.


·       Responsibility for Red Star’s Chep Pallet Management

Working with 3PLs to obtain information on stock holding of Chep pallets and number of pallets that have been delivered to customers.

Uploading on a weekly basis to the Chep portal of all stock movements

Regular reviews with the Finance Director & Supply Chain Manager to review efficiencies.

Desirable Criteria:


·       Working knowledge of the GB Trade

·       Proven track record of working in a fast-paced commercial organization

·       Experience in working with a proven S&OP system

·       Dynamic, flexible, driven & motivated personality

·       Confident IT skills, particularly Excel



·       Company pension

·       36.5 hours per week

·       25 Days Annual Leave & 8 GB Public Holidays

Want to submit an application?  Please forward your CV to


After celebrating success in the Scottish wholesale category, a vodka-based ready-to-drink (RTD) popular with Gen Z consumers, has recently relocated its premises and distribution centre to The Central Belt in Scotland.

The move by Four Loko aims to reduce food miles, support Scottish business and improve the wholesale service by reducing fulfilment times and offering rapid delivery.

It follows other recent milestones achieved by the RTD, including winning the Scottish Wholesalers Association 2023 Achievers Award, for the ‘Project Wholesale’ category, just 18 months after its launch in the UK.

The awards took place on 23rd February at the O2 Academy in Edinburgh, and highlighted best practice, outstanding performance and innovation across all areas of the wholesale trade in Scotland.

Since its launch in the UK in 2021, Four Loko has sold five million cans, expanded its range, and contributed £5.6 million to the category in Scotland*. Distributed across the country by Red Star Brands, it is the fastest selling RTD in the market and 2nd biggest RTD brand in Scotland**

Clark McIlroy, managing director at Red Star Brands said: “When we first launched Four Loko to the UK in 2021, we were excited to revive the dwindling RTD market with a newer, fuller flavoured rival, bringing provenance from America and acting as an exciting novelty to our Gen Z audience.

“Safe to say that the novelty hasn’t worn off, especially with Scottish consumers, who have remained Four Loko’s biggest fans over the years, so it made perfect sense to move the distribution and keep freight costs down for our biggest wholesale clients.”

Available in all Scottish wholesalers, Four Loko’s initial range of Blue, Fruit Punch, Gold and Sour Apple later expanded with the additions of Strawberry Lemonade, Tropical, and for a limited time in 2022, Sour Blue Razz, with further flavours launching later this year.

Andy Ferguson, business development manager in Scotland, added: “We are absolutely delighted to win a Scottish Wholesalers Association 2023 Achievers Award for Four Loko, which is something our team has been gaining traction on for several years now, thanks to the region’s leading independent wholesalers.

“The success seen with the Scottish market is second to none and we know this is because of the growing desire from consumers who crave fuller flavoured RTDs that don’t contain any energy stimulants; rather than hard seltzers which lack the flavour and taste that Scots are seeking.”

For more information about Four Loko, please visit or contact


*IRI Central and North Scotland 30.10.22

** IRI Total Market 52 weeks 22.01.23

Four Loko
recruits student

Following a successful UK launch this year and rising popularity with Gen Z consumers; Four Loko is available in a number of leading convenience and wholesale retailers, its stand-out shelf appeal and digital marketing campaign has already brought successful sales for the brand across the UK and Ireland.

Four Loko, the vodka-based RTD is NOW recruiting student ambassadors across seven universities in England and Scotland for a four month-long campaign to take the brand to its key student market.

Leading US brand Four Loko launches in the UK

As Britain’s love affair with flavoured alcoholic beverages continues into 2021, the category prepares for an injection of excitement as US-leading brand Four Loko launches in the UK.

Created over a decade ago by three friends who met while in college; Four Loko has established itself as the leading Ready to Drink brand in the US. With its broad flavour range and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers across America.

Taking the number one and two spots in value sales in the US market for the past five years*, the brand will launch four flavours – Blue, Fruit Punch, Gold and Sour Apple, at 8.5% ABV within the UK’s off-trade channels.

It is offering the target consumer the perfect at-home, unconventional, full-flavoured, ready to drink beverage, in a convenient 440ml can format.

Flavoured alcoholic beverages have been a key sub-category for some time and this trend is predicted to continue into 2021. Category growth in the UK and IRE is being fuelled by innovation within the traditional Ready to Drink space.  It’s clear that there is strong innovation within this sub-category with traditional brand extensions being launched and a new age wave of hard seltzers entering the market over the past year. We’ll be launching with a significant marketing spend to drive core visibility and category visibility with activations, disruptive POS, category signage in the off-trade arena, social media and digital execution online, and campaign led influencer programs across the summer.

Gavin Woodroofe, UKIRE Manager, Phusion Projects

With the total flavoured alcoholic beverages market worth £382.1 million in the UK. Four Loko aims to recreate its US success by building the brand through targeted social media activation, influencer-led events, and consumer experiences, later in the year. The brand will also launch its own e-comm website for its fully engaged fan base, offering merchandise and product for sale.

As off-trade continues to grow and on-premise businesses get back on their feet following a year like no other, it’s great to be offering new and innovative brands to market, which are going to be genuinely exciting for UK consumers

Managing director Clark McIlroy

Four Loko will be available on Amazon, selected wholesalers in GB and Northern Ireland including Filshill, as well as selected NISA and Eurospar and Spar stores in Northern Ireland.

*IRI Total US Conv 1 CT 24OZ FMB Brand Family – 2015 – 2020 YTD Ending 8/23/20

Zenith Water Conference 2021

Our Managing Director Clark McIlroy had the opportunity to speak at Zenith Water Drinks Conference, discussing future trends, challenges and opportunities with a special feature on how Water Kefir can add value to the category.

Watch the full video below.

Red Star Brands Moves Into Alcohol

Red Star are delighted to welcome alcohol to the portfolio, with the signing of two innovative brands to kick off 2021.

Premium, market dominant BeerLao – brewed in the country of its name, and the successful US, flavoured alcoholic beverage brand Four Loko, are the first in a range of exciting alcohol labels being launched into the UK market by Red Star this year.

Red Star’s move into alcohol is part of the company’s long-term vision to continue to bring the next generation of brands from around the globe, to a UK-wide consumer.

As many people shifted their on-trade alcohol expenditure to off-trade last year, all the evidence suggests that the new trend for creating occasions at home is here to stay for 2021. Red Star wants to be a part of that by doing what we have always done – introducing innovative, exciting, and authentic food and drink brands from around the world, to British shoppers.

Managing director Clark McIlroy.

Created over a decade ago by three college graduates, Four Loko has established itself as a leading RTD brand in the US, creating ‘Epic Stories’ for millennials and Gen Z consumers. Red Star aim to recreate that success by building the brand through events and experiences aimed at its target consumer, later in the year.

Within the UK’s growing premium RTD category, Four Loko provides an opportunity within grocery and convenience channels, to offer shoppers the perfect at-home full flavoured ‘pre drink’ solution in a convenient can format.
And as World Beer is growing three times faster than lager, the authentic BeerLao brand offers an opportunity for real engagement in the category by attracting new shoppers who are happy to pay more for premium taste and flavour and are drawn to a genuine import brand.

Managing director Clark McIlroy.

Red Star launched the premium non-alcoholic cocktail mixer Master of Mixes in 2020 providing the segue from its portfolio of innovative soft drinks to its new alcohol division.

As off-trade continues to grow and on-premise businesses get back on their feet following a year like no other, it’s great to be offering new and innovative brands to market which are going to be genuinely exciting for UK consumers.
Red Star is about brand-building and nurturing relationships to develop these brands within the sales channels and with the retailers. We work with ambitious companies who have something unwaveringly different to offer.
Both BeerLao and Four Loko have an established track record within their Asian and US markets, and we’ll be looking to emulate that in the UK as quickly as possible

Managing director Clark McIlroy.

Gutsy Captain launches Zero Kombucha range

Europe’s largest Kombucha brand, The GUTsy Captain has launched a Zero sugar and Zero calorie range, aiming to reach a growing number of consumers who are looking for healthy drinks with low sugar levels.

We know our Kombucha range has already won over consumers for its taste – winning awards at the recent Aurora International Taste Challenge and the Great Taste Awards. In fact, 68% of consumers who tried Zero in a recent taste panel stated they would drink more Kombucha now that there is a zero-sugar option**, while over six in ten go on to say that the new Zero range tastes good to excellent and say they will buy it**. This has given us real confidence that our brand is the best tasting Kombucha on the market

Inês Freitas

The Zero range includes six flavours – Original, Ginger & Lemon, Pomegranate, Watermelon & Mint, Passionfruit and Raspberry – which is the fastest selling Kombucha SKU in supermarkets according to the latest data*. The range offers three different pack formats to suit all consumption occasions which include a 250ml can, 400ml and 1L PET bottles and 300ml glass bottles, available across grocery multiples and health and convenience retailers, including Holland & Barrett.

By creating an ambient drink that maintains healthy benefits and making it accessible to even more consumers by lowering the sugar and calories, a trend that has been rising for the past number of years as consumers become more health conscious – the new Zero range is a strong and relevant innovation and answers a key need established by consumers.

Our challenge was to broaden the appeal of the category with innovative NPD, to continue to make GUTsy Captain appeal to more consumers and ensure that they reach for Kombucha intuitively.

Inês Freitas

Whilst appealing to consumers who want to consume a lower level of calories and sugar, the new Zero range remains 100% Kombucha and, whilst it has a longer fermentation period in order to leave no sugar at the end, it is created in the same traditional and authentic way as the existing core range, using a SCOBY – a symbiotic culture of bacteria and yeast, which produces the taste that consumers have come to love about The GUTsy Captain drinks.

No and low sugar levels are key drivers for consumption of healthy beverages. Concerns over sugar and increased awareness around the negative impacts of sugar means that Kombucha is already a popular choice for young shoppers and the health-aware.

Inês Freitas

One of only two impulse soft drinks sub-categories in growth during 2020, Kombucha is now estimated to be worth £7.4m in the UK in the L.52Wks, with growth rate of 75% YOY***.

“Kombucha has been one of the runaway successes in the soft drinks category in recent years, as shoppers who are focused on health and wellbeing reach for the functional benefits.

Inês Freitas

*IRI Marketplace data L12 Wks to 06.09.20 (filtered to Impulse Soft Drinks)

**GUTsy Captain Consumer Research n.90 EU consumers

***IRI Marketplace, data to 06.09.20 (filtered to Impulse Soft Drinks)

General Mills appoints Red Star Brands to support snacking favourites

Global food producer and distributor General Mills has appointed UK based Red Star Brands as its agency sales and marketing partner, to support healthier snack bar brands including Lärabar and Nature Valley.

With a proven track record in launching innovative brands to the UK market, we are delighted to have been chosen to support the distribution of the two brands within the Out Of Home sector including Foodservice, Convenience and Forecourt, with a focus on building single bar sales.

General Mills brands including Nature Valley and Lärabar are growing value sales by £6.8m in the last year. As the number one driver of growth by £4m across the category, the company’s aim is to satisfy the growing consumer demand for on the go, convenient snacking.

We’re delighted to be appointed as an agency partner to support the distribution of two extremely successful and established brands in the UK.

The move to focus on single bar sales supports the consumer shift for on the go, healthier, impulse snacking as shoppers look for brands with more functional benefits that still satisfy taste. General Mills is one of the oldest and most successful food producers and distributors in the world, representing many of the UK’s best loved brands. It’s a great privilege to be working with them.

Red Star’s managing director, Clark McIlroy

Lärabar was founded by Denver born entrepreneur Lara Merriken and introduced to the UK market two years ago. There are now three flavour SKUs in the range, including Banana Choc Chip, Apple Cinnamon and Peanut Butter Choc Chip, which are stocked in major British supermarkets.

Launched in 2005, Nature Valley is the number one cereal bar in the UK and Ireland, offering four flavour SKUs across Protein, Crunchy, Sweet & Nutty and Popcorn – all available in major Mults across the UK.

Working with Red Star Brands will ensure that Nature Valley and Lärabar are more accessible to customers across the Out of Home and Convenience channels. As the UK sets to reopen in early 2021, and footfall in towns and cities returns to growth, we’re poised to continue to offer consumers healthy on the go snacking that delivers on functionality as well as taste. The team at Red Star understand this market and we are looking forward to the partnership as we move into 2021.

General Mills’ Clare Ryal, head of Convenience and OOH

Master of Mixes – America’s #1 Cocktail Mix Brand joins the Red Star Brands portfolio

Master of Mixes is crafted using only the finest quality of fruits, scoured from the earth’s premier growing regions and sourced using only renowned varieties of each fruit and blend with natural cane sugar for the same impeccable taste pour after pour.

Onboarding premium challenger brands is at the heart of what we do. Master of Mixes aligns perfectly with this approach and taps into the exploding trend in the UK of home cocktail consumption – further accelerated in recent months by lockdown restrictions. We’re excited to introduce America’s #1 Cocktail Mix Brand and hope it will bring the same enjoyment to consumers across the UK as it has in its domestic market.

Clark McIlroy, Managing Director at Red Star Brands states

The range comprises a delectable selection of flavours including Strawberry Daiquiri featuring Californian strawberries hand picked at peak ripeness and Mango Margarita which features premium Alphonso mangoes from a single growing region in India. The full range is proudly Non-GMO, Vegan, Kosher and Gluten Free

Learn more here

Removing all complexity from cocktail making and home entertaining, Master of Mixes simply requires the addition of an alcoholic spirit of choice and each bottle contains a QR code linking to the signature serve as recommended by the brand’s own mixologists.

Read more here: Master of Mixes Website

US meal replacement brand Soylent makes grocery debut in Sainsbury’s

Two of its flavours – Cacao and Vanilla – have rolled out into 93 of the retailer’s stores, sitting alongside the likes of UK brand Huel and French meal replacement Feed.

The drinks are vegan, gluten-free, nut-free and contain 20g plant protein per bottle as well as 26 vitamins and minerals (rsp: £3.49/414ml).

Soylent said it expected to see “the same level of excitement from retailers in the UK” as it had with its “rapid roll out” in the US, adding that the Sainsbury’s partnership was “really exciting” as it supported the “retail focus” for Soylent moving into 2020.

Although the [meal replacements] category is relatively new in the UK, early indications are extremely encouraging that it has a very promising future

Clark McIlroy, MD of the brand’s UK distributor Red Star.

The drinks will be sold Sainsbury’s on a trial basis for 4-6 months, after which Sainsbury’s will decide whether to keep them on board.

The brand is also currently sold in WH Smith and Amazon.

The GUTsy Captain joins the Red Star Brands portfolio

The Kombucha market is the fastest growing market in the functional beverages category* and shows no sign of slowing down with 68% of adults in the UK viewing gut health as essential to overall health**. To this accord, we are pleased to announce the addition of The GUTsy Captain range to our portfolio.


Given the rise in the consumer demand for holistic health products, we are delighted to onboard The GUTsy Captain range which offer consumers a wealth of benefits for both the body and the mind. This brand has stood out to us as one which truly challenges the traditional soft drinks category in boasting an extensive range of benefits including improved gut health, immune functioning and reduced stress. For these reasons we believe this brand will not only add value to the category but also for consumers nation wide

Clark McIlroy, Manging Director at Red Star Brands

The GUTsy Captain Kombucha range comprises delicious naturally fermented living green tea, while the water kefir is an all natural sparkling drink fermented with water kefir grains. The Portugese born drinks are rich in probiotics and enzymes renowned for promoting positive gut health.

A recent report by The Grocer states “Brits are clued up on the importance of gut health and probiotic drinks such as kombucha or water kefir – which are low in sugar, organic, vegan and gluten-free – and are high on consumers’ wishlists** and boasting all of the above, the brand qualified as a finalist in The Grocer New Product Award 2019 probiotic drinks category.

Not only does the range provide consumers with a delicious range of flavours, it also combines a host of health benefits as Mafalda Rodrigues de Almeida The GUTsy Captain nutritionist states, “Over the years, many studies have shown that gut bacteria is one of the most influential in our body, having an impact over almost all physiological processes, from immune system, detox capacity, nutrient absorption, metabolites production, energy production”.

The range comprises 6 delicious Kombucha flavours in 400ml bottles and 4 tasty water kefir flavours in 250ml cans.

For more information see:



FULFIL NUTRITION has this week launched the second wave of its multi-million-pound ‘Life’s Wonderfuel’ campaign in London and Manchester, bringing together consumer advertising with a social activation strategy which aims to speak to its core active-lifestyle community.

The first phase of FULFIL’s successful advertising campaign launched in April 2019 and the second wave in September looks to build on the brand’s belief of ‘grabbing life by the bars’, whilst reinventing impulse snacking with genuinely tastier and healthier bars.

The above-the-line marketing campaign, which will be rolled out in key locations across Manchester and London, will be supported by a six-week #FeedtheDream social challenge to fulfil one winner’s bucket list dream. It will invite a community of potential ‘life enthusiasts’ to experience the FULFIL world on social and through digital billboards on high streets, key shopping locations such as Westfield, intu shopping centres and Bluewater and busy commuter areas including London’s over-ground trains and Manchester’s trams.

Jill McCarron, international marketing director at FULFIL, said: “The second phase of our UK marketing campaign targets the active lifestyle community in two of the country’s biggest cities. We really want to create an impact in the lives of our target audience – the 18-34-year-old ‘Fulfillers’ who live an active, social and full-on life. Implementing out-of-home and social media marketing strategies is essential for us to reach these consumers.”

FULFIL has also teamed up with ten key active-lifestyle personalities across the UK and Ireland to share their bucket lists on social media and encourage their communities to do the same, with one winner picked to have their bucket list dream fulfilled.

The campaign also includes a sampling element with the healthy snacking brand sending out bars to selected entrants along the way to help fuel them while they chase their goals.

Online media group The Hook, will also be supporting the campaign, by posting supplementary content on its own channels.

Jill added: “We’re excited to extend the #FeedTheDream campaign spirit and activation idea roll out over the next few weeks.”

The autumn also sees the launch of its most chocolatey bar yet, the decadent Chocolate Brownie, which offers the taste and texture of a traditional confectionery countline, along with the benefits of high protein and low sugar.

Find out more about Fulfil Nutrition at

Fulfil exciting new flavour launch

Fulfil wins extra brownie points from consumers with exciting new flavour launch

FULFIL – the high protein, low sugar impulse snack with 12 indulgent flavours in its range, is ready to launch its most chocolatey bar yet – the decadent Chocolate Brownie, which will be available in UK retailers from September.

We want to get as close to a confectionery bar as possible in terms of taste, texture and experience – we want to give that well rounded confectionery taste while offering protein and low sugar. This bar offers consumers the perfect indulgent flavour they expect from an impulse snack whilst also being healthier.

Dave Pogson, UK managing director

Since it launched in 2016, FULFIL Nutrition has always given consumers what they have asked for – healthier snacks that offer the taste and texture of traditional confectionery countlines.

“Chocolate Brownie has a rich, fudgy centre enrobed with creamy milk chocolate and topped with chocolate chips – a flavour which has been requested by our FULFIL fans and we are proud to now deliver it to them.”

Chocolate Brownie will be available in both the 40g and 55g sizes and is the second NPD for FULFIL this year – May 2019 saw the introduction of Chocolate Peanut Butter and the popular Chocolate Peanut & Caramel also expanded to include a 40g offering. Alongside this, FULFIL launched its multi-million pound ‘Life’s Wonderfuel’ campaign which introduced the brand’s belief in living life to the full.

Dave added: “We recruited a panel of FULFIL fans to taste-test our newest bar before launch, so we are confident it will get the seal of approval from our consumers.

“FULFIL is breaking the mould of traditional protein and chocolate product lines and the success of its UK launch speaks for itself as FULFIL is now the number two Healthy Bar Brand in the UK in value terms* and has a UK weighted distribution of 58%**”.

FULFIL’s target consumer is a health conscious, on-the-go person who is looking for a healthier snack without sacrificing taste – the 40g bars benefit from 15g of protein, less than 2g of sugar and the 55g bars include 20g of protein and less than 3g of sugar. The whole range also includes nine vitamins in each bar.

Dave continued: “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 – FULFIL is the perfect snack not only for those who are working out, but anyone who leads an active busy life.

“FULFIL launched in the UK in 2017 and its success is due to a combination of an innovative brand proposition, coupled with strong NPD – reinventing impulse snacking with genuinely tastier and healthier bars – as well as impactful and disruptive in-store visibility.”

Find out more about Fulfil Nutrition at

*IRI Marketplace Cereal and Sports Nutrition Single Bar Brands Value Sales L52Weeks to 14th July 19
** IRI Marketplace Brand Weighted Distribution L4Wks 14th July 19

M&S is the latest retailer to ‘FULFIL’ the UK’s healthier impulse snacking trend

FULFIL has won new listings in three of the UK’s leading Grocery retailers; M&S, Waitrose and Co-Op bringing its UK weighted distribution up to 54%*.

Launching in the UK in 2017, the high protein and low sugar bar has seen great success in the UK this year as consumers buy into the brand’s lifestyle promises, which bring a genuinely healthier and tastier snack bar, whilst also offering the indulgence and emotional satisfaction of traditional confectionery countlines.

Dave Pogson, UK managing director of Fulfil Nutrition said: “It has been overwhelming to see the momentum the brand is gaining and the response both from retailers and customers.  Working with our distribution partner, Red Star Brands to add heavy-weight retailers like M&S, Waitrose and Co-Op adds weight to our ambitious UK growth plans.

“The past few years have been incredibly successful for FULFIL, with ambitious growth, new product development and the launch of a new, smaller sized 40g range. FULFIL is the innovation that impulse snacking has been waiting for and the first to offer consumers a healthier choice with no compromise on taste.”

The new listings follow an exciting first six months for FULFIL, which saw the recent launch of a new flavour – Chocolate Peanut Butter – into their range.

FULFIL has also recently launched a new multi-million-pound above-the-line consumer advertising campaign ‘LIFE’S WONDERFUEL’, which introduces the brand’s belief in living life to the full. The campaign targeted 18-34-year-old commuters across rail, roadside and High Street locations, whilst also being supported with a heavyweight digital and social media campaign.

Dave added: “With increasing demand for more flavours and options, we are committed to creating impulse snacks which have all the advantages of high protein and low sugar, but with the great taste of traditional sweet treats.”

Find out more about Fulfil Nutrition at

*IRI Marketplace, Data until May 2019

US sensation ‘meal in a bottle’ Soylent joins Red Star Portfolio

Red Star Brands has announced the addition of US sensation, Soylent to its beverage portfolio.

Following the phenomenal success in the US the “engineered nutrition” brand*, Soylent has launched in the UK and is now available at WH Smiths in Cacao and Café Mocha flavours.

The complete ‘meal in a bottle’- targeted at on-the go young professional commuters – is designed to be an accessible and convenient choice for consumers.

It contains 20g of plant protein and 36 essential nutrients for those on-the-go. It is also gluten, dairy and nut free. Soylent is complete and convenient nutrition that is good for the body and planet.

The American bestseller launched in 2013 with a direct-to-consumer model, following a crowdfunding push that generated pre-orders of almost $3m (£2.3m) before the product was ever made!

Building on this success in 2018, the brand gained a listing with Walmart, having been available in major retail chains such as 7- Eleven, Target, and Kroger for less than a year.

The Californian brand which was “developed with the planet in mind”** has rolled out its unique drink into WHSmith Travel locations, seven months after first becoming available in the UK via Amazon. The ambient drinks, which have a year-long shelf life, use plant-based protein to ensure “less CO2 is produced compared to the process to source protein from livestock”.

Clark McIlroy, managing director at Red Star Brands, said: “We are delighted to announce that Soylent is joining our beverage portfolio. Through our continuous market scanning, we have spotted a clear demand in the UK from young people with busy lives looking for a functional, convenient product that also aligns with their sustainable lifestyle.

“Over recent years, we have seen a rise in the number of consumers who are making conscious choices to support ethically sustainable products just like Soylent. We are expecting to see Soylent succeed in UK over the coming years, just as it did in the US thanks to its unique offering and brand values.”



JUST Water partners with adidas in sustainability commitment

Sustainable brand JUST Water has sparked an exclusive 12-month partnership with adidas.

The like-minded brands both have a strong commitment to sustainability and will join forces to provide JUST Water to employees and customers in two flagship adidas stores in London.

The predominantly plant-based JUST Water carton struck a chord with adidas because of the sport brand’s Sustainability Roadmap for 2020, which will proactively address the impacts of climate change through its operations, supply chain and various partnerships.

Throughout the partnership, JUST Water will supply cartons for adidas’ community-focused, creative events held in each of the flagship stores every month. The two stores also have a fully-branded JUST Water refrigerator, from which complementary water is offered to customers and event attendees.

As part of a local partnership between adidas Hanbury Street and Creative Debuts, the store hosts a spotlight series which provides a platform to showcase new artists and allows the artist’s work to live in-store for the month. In February they opened their doors to Charlie Oscar Patterson and his Objects of Music project, as well as featuring an origami class.

Another of the more recent events was a brand collaboration with vintage clothes shop Absolute Vintage, whereby net sales were donated to London’s non-profit homeless facility Shelter from the Storm.

JUST Water cartons were provided at the Stan Smith book signing, an album launch for the musician IAMDBB and at visual collage event ‘Note to Self’ – an intimate hang out of 17 like-minded women, which focused on setting goals and motivating each other through vision boards and mindfulness sessions. The events are aimed at bringing communities together through a mutual love of fashion, music and art.

Founded in 2015 by Jaden Smith, son of Hollywood actor Will Smith, JUST Water was born from a mutual passion for making things cleaner, safer and better for everyone. Composed of 53% paper and 28% plant-based plastic, JUST Water’s 82% renewable content helps keep carbon emissions low as production demands significantly less fossil fuel for production compared with traditional PET bottles.

Essentially, JUST is 82% renewable, 100% recyclable and refillable – a great step towards positive change.

Hydrate responsibly – drink JUST and join the conversation on InstagramFacebook and Twitter.

Sustainable brand JUST Water hits Asda shelves

JUST Water will be arriving on the shelves of Asda stores across the country in May following our successful Dragon’s Den-style pitch to the British supermarket retailer.

JUST Water’s commitment to sustainable and innovative packaging struck a chord with Asda’s buyer and senior management, as the listing coincides with Asda’s recent ‘plastics unwrapped’ pledge to use less and recycle more. Asda’s choice to stock JUST Water is projected to remove 18 tonnes of plastic from its shelves every year.

In its pledge, Asda president and CEO Roger Burley said: “We have challenged ourselves to look at what more we can do to reduce the amount of plastic in our business and within our sector as a whole.”

Founded by Jaden Smith, son of Will Smith, in 2015, JUST was the brainchild of a mutual passion for making things cleaner, safer and better for everyone. JUST is different to other water brands because the carton is 100% recyclable and made with 82% plant-based materials including sustainably farmed sugar cane and paper from FSC certified forests.

In December 2018, we were invited to attend the ‘Merchants Den’ at Asda HQ in Leeds – a quarterly programme designed to support NPD launches. The pitch, which included key commercials, customer and operational messages, was presented to Asda’s senior management and buyers. Following the successful pitch, JUST Water will receive a launch media package which will drive awareness and sales through an impactful launch plan and internal engagement.

Hydrate responsibly – drink JUST and join the conversation on InstagramFacebook and Twitter.

Two new Sparkling Ice Flavours officially hit UK shelves

Sparkling Ice has launched two new flavours, Strawberry Watermelon and Lemon Lime, which are now available in leading supermarkets, high street retailers and a number of independent stores across the UK in addition to the current portfolio…

Since launching in spring 2016, Sparkling Ice’s portfolio of six fruity flavours has led the way for flavoured sparkling water thanks to its great taste, no sugar and only 12 calories per serve.

The Flavours:

The new Lemon Lime flavour is a clear twist on citrus, offering a crisp and refreshing take on an old classic, while the luscious Strawberry Watermelon is a perfect pairing. Both of which can served over ice for a refreshing healthier beverage.

The two new flavours follow the rise in demand for adult soft drinks which have seen a 64% growth in sugar-free varieties*.Demand for increased choice of adult soft drinks has been supported by a recent article from the Grocer highlighting that as many as one in five adults in Britain are teetotal and a further 25% are trying to drink less.

The choice of flavour variants has been further supported by a rise in demand for Watermelon and Lemon & Lime flavours in the market. Over the past year there has been a 379% increase in sales of Watermelon sparkling water and a total of 45 million units of Lemon & Lime carbonates were sold**.

This new product development shows Sparkling Ice’s ability to stay one step ahead of the curve in creating naturally-coloured, lightly carbonated beverages with an exciting portfolio of flavours which don’t force customers to choose between healthy and delicious.

Where to buy:

Sparkling Ice is available in select retailers, including Sainsbury’s, Boots and Amazon, with a Recommended Retail Price (RRP) of £1.29 per 500ml bottle and £3.50 per 400ml 4-Pack.

To speak with our team of experts about the latest industry trends or to find out more about Sparkling Ice, please get in touch:

**Source for both: IRI Marketplace Data UK for 52we 2nd December 2018

Sustainable brand JUST Water launches into Holland & Barrett

 JUST Water has arrived in over 700 Holland & Barrett stores across the country, as well as being available on the retailer’s website.

The launch into Holland & Barrett – one of the world’s leading health and wellness retailer with over 1,300 stores in 16 countries – was accompanied by an educational sampling session of JUST Water at the Holland & Barrett head office. We also delivered an educational quiz, giving Holland & Barrett employees the chance to win a pair of VIP tickets to Blue Planet II Live in Concert tour which recently partnered exclusively with JUST Water.

Founded in 2015 by Jaden Smith, son of Hollywood actor Will Smith, JUST Water was born from a mutual passion for making things cleaner, safer and better for everyone. Composed of 53% paper and 28% plant-based plastic, it is a sustainable consumer hydration solution which doesn’t cost the earth.

Clark McIlroy, managing director at Red Star Brands, said: “JUST Water has made a real impact since it launched in the UK last year 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.

“Holland & Barrett is an ideal retailer for JUST Water, as it attracts health and environmentally conscious customers who will have a synergy with JUST Water’s goals and ambitions.”

In 2017, the British population drank 400 million litres of bottled water and new figures obtained by the Guardian reveal a surge in the use of plastic bottles. It’s expected that more than half a trillion bottles will be sold annually across the globe by the end of the decade.

JUST cartons are made predominantly from plant-based materials and are therefore 82% renewable: carton from trees, cap from sugar-cane which helps keep carbon emissions low. Essentially, JUST is 82% renewable, 100% recyclable and refillable – a great step towards positive change.

Hydrate responsibly – drink JUST and join the conversation on InstagramFacebook and Twitter.


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