Nutritionally balanced milk drink Nrich has undergone a packaging refresh, as part of the brand’s three-year strategy to radically step-up growth.
The revitalised packaging look gives the product clear stand-out on shelf, is fresh and easy to understand and appeals to a wider mass market outside of just fitness conscious consumers. The packaging champions Nrich’s key selling points, such a low in fat, high in protein and rich in vitamins and minerals. The new look is aimed at increasing spend from existing consumers and inviting new shoppers into the functional, flavoured and healthy milk drinks market.
Nrich is one of the newer players in the category offering popular flavours including Chocolate, Strawberry, Vanilla, Banana and Peanut.
The brand’s continued success is due to two key reasons, said marketing manager Jag Singh:
“Unique functionality and superior taste have really helped to drive the brand forward. We have developed a distinctive PROCarb™ recipe, which provides a solution for the need to balance protein and carbohydrate intake which is vital in maintaining and developing a healthy diet and lifestyle. We’ve also ensured that we use real milk and that Nrich is free from artificial colours or sweeteners.”
“We have put just as much focus on creating a great tasting product. With a mix of vitamins and minerals, great taste and quality, we have steadily grown a loyal fan base through consumer sampling. We know that when consumers try the product, we can rely on them coming back to the brand again and again.”
The packaging refresh runs in line with the brand’s plans to step up consumer awareness in 2014. Nrich embarked upon a consumer sampling campaign is 2013, and is planning to step this up with more activity and consumer engagement through event sponsorship and PR.
“Since Nrich was launched in 2010, we have seen a significant change in our understanding of who our core audience includes. We have seen a growth in everyday use from consumer groups such as busy mums, office workers, senior citizens and students as well as a wider audience of people who enjoy it for its taste. We also still have fans who like using Nrich as an ingredient to make delicious milk drinks and smoothies including the popular Guinness Punch”, said Singh.
Singh advises retailers looking to maximise sales in-store to merchandise at a primary site in the chiller to drive impulse sales, and additionally at a second site to encourage bulk purchase.
“The second site is perfect for consumers who use Nrich regularly and don’t want to go to the shop every day after a workout, or at the office. Having it readily available at home is a great convenience and retailers can drive volume and margin by offering bulk sale deals per case. Linked deals are also a great way to drive sales, especially around breakfast, which is a huge growth opportunity.
“We offer a great price point which allows retailers to generate margin, and is still appealing to existing shoppers and new consumers looking to incorporate a healthy milk drink into their diet and lifestyle.”
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