Health, functionality and flavour innovation are three key trends that are influencing the soft drinks category. Health has been on the industry agenda for quite some time, and is now much higher up the consumer agenda. This is why products like Tropical Sun’s 100% natural Coconut Water has tripled in sales over the past two years. The health benefits and the unique taste profile have helped to establish Coconut Water as a great all-year-round sales opportunity. Its great health benefits have seen consumers adapt it into their lifestyle as a functional, as well as great tasting drink.
Additionally the brand’s Aloe Vera drinks range has also performed phenomenally well, and is one of Tropical Sun’s fastest selling NPD products of the past few years. It delivers as a healthy drink with added calcium and vitamin C, as well a real Aloe Vera gel. We have recently launched a no added sugar SKU to the range.
On the wider soft drinks category, tropical inspired soft drinks continue to deliver great sales for businesses. Traditional Caribbean drinks such as our Ginger Beer, and our recently launched Root Beer drink, as well as more tropical flavour combinations from sunny climes have captured the taste buds of shoppers over the past 12 months. Wholesalers only need to look at new product launches and range extensions that have been launched to gauge just how valuable the segment is for growth in the category.
Marketing investment
Over the last 18 months, we launched our biggest brand marketing investment to date for Tropical Sun. This was aimed at growing brand awareness, but also to champion reasons why consumers should have Tropical Sun in their shopping baskets.
Last summer we ran a huge bus advertising campaign across London highlighting the key benefits of our 100% Natural Coconut Water. This was coupled with TV, print, PR and digital activity across the brand product portfolio has helped to radically uplift awareness and sales. Activity also included in-store sampling, branded pallet wraps with our wholesale partners and having a presence at events and festivals.
We are gearing up for a very exciting 2015 for our drinks and wider Tropical Sun products, as we continue to deliver 20% yoy growth. Watch this space!
Tel: 0208 988 1100
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