Emerge has extended the impulse energy range with the launch of two new limited edition flavoured variants, Cosmic and Supernova.
Cosmic is cherry flavoured while Supernova is strawberry and watermelon, all of which are among the most popular energy drink flavours.
The launches will be supported with a campaign which will include sponsorship of Wolf Run events.
Emerge Commercial Manager Nelly Edwards tells Wholesale Manager more about the launch and the support campaign.
Is the category in growth?
The 250ml functional energy market has grown 22% in volume in the last 12 months* despite the cost-of-living crisis hitting retailers and consumers hard. With value more important than ever, we want to support independent store owners during this challenging trading period. Internal research shows that retailers prefer to use price-marked packs. So we’ve worked hard with our NPD team to create two new flavours within the range; Cosmic and Supernova, both at an attractive 70p price-mark.
What is driving the growth?
Emerge 250ml 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 70p price point.
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 functional benefits growing in popularity.
What consumer trends are currently influencing the soft drinks market?
We’ve found that new flavour experiences are a great way for drinkers to try our brand. Energy drinks have increasingly mainstream appeal, and Emerge provides the perfect energy solution, with a plethora of functional benefits and a competitive price mark.
With consumers having less disposable income in the current financial climate, will they spend more on affordable treats like soft drinks?
In convenience the functional energy market is in growth despite the cost-of-living crisis hitting retailers and consumers hard. Emerge wants to support independent store owners during this challenging trading period as research commissioned by Refresco reveals that 85% of store owners prefer to use a price-marked product.
How will the new HFSS regulations affect the soft drinks market?
Emerge functional energy has a premium taste at an affordable price 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.
Do you have any NPD to talk about?
Emerge is heavily investing in its 250ml functional energy range due to high growth in the market versus last year. Both flavour profiles of Cosmic and Supernova were selected as both Watermelon, red berry and cherry are currently in the top 10 flavours in the 250ml energy category by volume.*
Tell us about the new campaign to support the brand?
Emerge is supporting this NPD with a 360-marketing campaign including consumer brand awareness, a full trade media plan and POS rollout across Symbols and independent convenience stores.
Emerge 250ml will also be sponsoring Wolf Run events throughout the year featuring Emerge branded obstacles and is the provider of the ‘finisher drink’ to fuel athletes after completing the course.
Emerge will be supporting the local community and is activating at Summer events throughout the year. One of those being the Glastonbudget VIP area sponsor, a popular family festival based in Leicestershire.
How can wholesalers maximise soft drinks sales?
Energy is a high value, high growth category. Wholesalers and Retailers should remain proactive by ensuring a range of flavours and variants to keep consumers engaged with the category.
Choice is always key and flavour innovation is driving growth in the category. Consumers tend to prefer a wide choice of flavours from their favourite brands, as opposed to a multitude of brands with fewer flavour options. Consumers continue to want great tasting, functional products without compromising on price.
How do you work with wholesalers to help them grow sales?
With value more important than ever, we have supported independent store owners with a value leading price point of 70p. We propose offering choice in the Emerge functional energy range to generate interest in the category at an irresistible offer for customers. Emerge has also rolled out a complete POS campaign to maximise the consumer impulse opportunity in store and increase visibility and awareness of our products on shelf.
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