United Wholesale’s latest fixture showcases Iced Coffee products from top selling brands, unleashing untapped sales potential
Boost Drinks, in collaboration with Scotland’s largest depot and Unitas member United Wholesale, has successfully trialled an innovative, dedicated Iced Coffee fixture – aimed at boosting sales and spotlighting the significant potential within the chilled coffee category for retail customers.
RTD Iced Coffee has been one of the fastest growing categories in UK Soft Drinks – growing from £109m in 2019 to £244m in 2023.[1] This growing demand for iced coffee now means one in three hot coffee drinkers prefer an iced coffee on a warm day, with RTDs representing an affordable treat that UK shoppers are increasingly looking for.[2]
With Iced Coffee firmly establishing itself as a leading category in the soft drinks industry, the independent coffee fixture led by Boost Customer Marketing Manager Amy Ankrah sees iced coffee products from leading brands featured in a dedicated front-of-depot display.
Boost’s joint fixture has resulted in a remarkable 12% increase in category sales since its installation in September 2023, four times the standard growth rate currently being seen within the market.[3] The success of this activity reinforces the brand’s commitment to its Honest Broker manifesto, which uses category insight to prioritise the needs of its wholesale and retail partners first in order to deliver growth and success for both brand and stakeholders alike.
The fixture’s impactful branding and strategic front-of-depot positioning plays a pivotal role in emphasising the growing significance of iced coffee within the Soft Drinks sector. Furthermore, Boost encourages leading brands to embrace dual siting, ensuring maximum exposure to the category, not only within the dedicated in-depot space but also in existing brand bays. This approach facilitates easy location for potential and existing retailers, contributing to the overall accessibility of the products.
Through this activity, Boost has helped educate its wholesalers on the importance of allocating specific iced coffee presence in these spaces to capitalise on the growing segment, alongside ensuring strategic online comms remains a focal point for brands to help further engage retailers and drive sales within the category.
Christopher Hewitt, Trading Director at United Wholesale, says: “Boost Drinks is leading the charge on driving engagement to the RTD Iced Coffee category, by implementing this unique fixture that shows off the brand’s chilled coffee offering and shines a light on the category – inviting competitor brands to join them in this crucial front of depot display. With the chilled coffee category continuing to grow and grow, we’re always keen to encourage activity that helps support and drive category awareness. After several positive months for both the brands and retailers already, we’re looking forward to seeing the continued success that we know this activity will deliver.”
Amy Ankrah, Customer Marketing Manager at Boost Drinks, says: “We know that the UK Iced Coffee market is growing rapidly as iced beverages continue to be a popular option for consumers. We at Boost Drinks are passionate about being an honest broker, and nurturing our retailer relationships is key to us; with the category growing at such a rate, retailers have a huge opportunity to draw customers in and maximise their sales. Ensuring we’re working honestly and fairly, this unique in-depot fixture provides the category’s top selling brands with a space that works to drive retailers to our iced coffee products and in turn, encourage significant growth to the Iced Coffee category as a whole. Building on the success of this project we would love the opportunity to work with other customers to help deliver this success across the wider range of functional drink categories.”
Boost is proud to be the 3rd largest selling RTD coffee brand[4], offering a diverse range of products including Caramel, Mocha, Espresso and Latte flavours, which account for 86% of the category’s sales value.[5] The company plans to keep the success flowing into 2024 through a series of exciting marketing activities for both trade and consumers and planned presence expansion into additional in-depot spaces.
Boost is committed to adapting to the dynamic retail landscape and is keen to collaborate with leading brands in not just the Iced Coffee category but other functional drinks categories, leading the charge in meeting the ever-changing needs of consumers.
Comments are closed.