The brand’s biggest ever independent consumer taste test found that Emerge Original was preferred by just as many energy drinkers as the market leader.
The five flavours in the Emerge Sport range, each enhanced with B vitamins, can be consumed throughout the day to boost energy levels and promote endurance.
New strawberry and watermelon flavour Emerge Sports is the perfect companion for the tennis court or the gym.
Nelly Edwards, Refresco Commercial Brand Manager, talks to Wholesale Manager about how the energy drinks market is performing and what trends are driving the market.
What nutritional benefits does Emerge have?
Energy drinks have increasingly mainstream appeal and Emerge provides the perfect energy solution on the go. Emerge functional energy has a premium taste at an affordable price with added vitamins to energise your body when you need it most.
Other functional energy brands with a high sugar content are having to reformulate their drinks to avoid the implications of the new HFSS legislation. But Emerge Energy has always had less sugar than some competitors, so the Refresco-owned brand is able to serve up the same great taste as ever.
What are the key products in the range that wholesalers should be focusing on?
Emerge functional Energy (250ml format) is a must stock for Wholesalers this Summer. We’ve recently undergone our biggest ever independent consumer taste test*. It found that Emerge Original was preferred by just as many energy drinkers as the market leader, Red Bull.
This summer, as the cost-of-living crisis bites, we’re sure that more and more people will make the switch to Emerge to get Big Taste Energy at an appealing price point.
How can Emerge capitalise on the forthcoming summer of sport?
Energy drinks remain in the spotlight with a focus on health and demand for great-tasting hydration on the go. Emerge Isotonics (500ml format) are known to perform particularly well during the summer and are often the drink of choice to support activity and busy lifestyles.
There are five great-tasting flavours in the Emerge Sport range. Each is enhanced with B vitamins and comes in a convenient format, which can be consumed throughout the day to boost energy levels and promote endurance. This combined with Emerge’s great value pricing makes it the perfect choice for a drink ‘on the go’. As well as supporting great hydration, isotonics have the added benefit of including electrolytes and vitamins – great for both performance and recovery. Sales are growing across the entire sports drinks sector and the Emerge Sport range is increasingly popular.
Why are you launching new Strawberry & Watermelon flavour?
Launching in time for Wimbledon season, the new strawberry and watermelon flavour Emerge Sports is the perfect companion for the tennis court or the gym. Combining on-trend refreshing summer flavours with carbohydrates and electrolytes, its isotonic formulation helps keep drinkers hydrated when they need it most.
Who are the target consumers?
Energy drinks have increasingly mainstream appeal, and Emerge provides the perfect energy solution, with a plethora of functional benefits and competitive price mark.
Emerge formats support the consumer impulse opportunity and offer an ‘energy boost’ on the go with functional energy drinks to meet a variety of consumption occasions, underpinned by flavour innovation and a premium taste at an affordable price.
We’ve found that new flavour experiences are a great way for drinkers to try our brand. Last year, the new Emerge Sports Cherry quickly became the second most popular isotonic flavour behind our classic Orange. Our great value price and iconic strawberry and watermelon taste profile will allow everyone to find their favourite flavour this summer.
What marketing activity is supporting Emerge this year?
The expanding Emerge drinks range gives refreshing value for retailers and consumers. And, as energy drinks grow in popularity, the brand’s making its biggest ever investment into consumer activity, aimed at increasing awareness of the great value and taste of the range.
How is the overall energy drinks market performing?
Research carried out by Emerge’s retail team shows consumers are buying more isotonic drinks, a trend that’s predicted to rise throughout 2022. Isotonics contain a balanced combination of water, carbohydrates, and electrolytes, perfect for keeping hydrated on the go.
What trends are driving the market?
While consumers in the energy drink market do tend to be brand loyal, it’s important that retailers offer choice and cater for ever-changing tastes and consumer lifestyles. Healthier lifestyle choices are also driving market trends, with added benefits such as vitamins growing in popularity.
The collective environmental conscience continues to grow, and Emerge has responded to this with an insight-based rebrand project that resulted in new, eye-catching designs with 30% recycled materials.
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