The nutritional milk drinks category has not been fully realised and presents a massive opportunity for retailers. Aside from being an affordable, high quality flavoured milk drink, NRICH is packed full of vitamins and minerals for consumers who want healthier solutions. It appeals to multiple consumer need-states including breakfast, on-the-go, post-exercise and as a boost to keep you going before lunch.
Last year NRICH revamped its packaging for stronger shelf stand-out, and to amplify product benefits and functionality. The packaging champions NRICH as a source of protein, is packed full of vitamins and is low in fat – all strong triggers for the increasing number of health conscious shoppers. Additionally NRICH is made to a unique PROCarb™ formula which perfectly marries the need for protein and carbohydrates to maintain a healthy diet.
As well as sports and nutrition, NRICH ticks the flavoured milk drinks box, a category which is now worth £250m and is delivering value growth of 5.4%* – another reason why retailers should get on-board with NRICH.
The brand invested significantly in marketing in 2014, said brand manager Jag Singh.
“Last year was huge for football fans, and we strategically aligned ourselves with the Inner City World Cup, a community football tournament, and Celebrity Soccer Six, one of the world’s largest celebrity football events. And this year we once again partnered with the two prestigious tournaments. They proved a huge success. Thousands of people attended both events, and we achieved lots of national media attention.
“This delivered a radical uplift in consumer awareness that tapped into football-fever. As a result, more and more people have been picking up NRICH and we are planning to build on that success with a step-up in sampling, PR and consumer engagement activity over the coming months.”
Singh advises retailers to convert the awareness NRICH has achieved over the past year, with strong in-store merchandising. To realise the potential, there are a number of simple steps retailers can take, says Singh.
“Firstly, get the right range. NRICH offers all the benefits of a healthy drink, with a very competitive price point and healthy margins for retailers. Secondly merchandise the range in the chiller and at a second off-chiller site where you can offer case deals for customers who drink NRICH regularly and want to buy in bulk.
“Another simple way of driving sales and creating some theatre is in-store sampling. It is a great way to get consumers trying the flavours and learning about the product. This increases the likelihood of purchase and brings even more people into the category.”
* IRI Total Flavoured Milks Market 03/01/15
Tel: 0208 988 1100