SLR p36-38 OT News Jun09.qxp 29/05/2009 14:46 Page 38
inside business
OFF TRADE – SUMMER DRINKS
0 to PROFIT in
It’s all about the
70
secs
apples and pears
Making more of food to go
A quick & easy way
C
ider is another popular summer drink its favourite brands – Addle-
and retailers should be aware of the stones and Gaymer’s Orchard
increased demand over the summer Reserve. Both ciders are now
to grow sales
months, as well as keeping abreast of new in new distinctive 500ml
develops in the sector. bottles, which reflect the
Stuart Netscher, Customer Marketing Pear cider has been making a lot of head- quality of the ciders.
Controller at Kepak Convenience Foods, lines of late, and this is Sticking with apples, and
takes a look at the newly defined £392m something that one of WKD, Britain’s best-sell-
‘Quick & Easy’ category, and how by the biggest players in ing RTD brand, is branch-
stocking the correct products you can tap the sector has now ing out into the cider
into the growing market. got involved with. market this summer
Magners pear cider with the launch of
Firstly we should look at why this category launched this spring WKD Core – a new
is now called ‘Quick & Easy Savoury’ and and is a must stock 4.5% ABV apple cider
what it includes. item for retailers this which aims to shake
The answer is simple: 75% of consumers summer, especially up the cider market
buy this category as the products are quick as it is in the midst of and bring a new
and easy, according to him! research. a huge promotional dimension to the
him! is currently conducting category campaign. highly successful WKD
research on behalf of Kepak within several Another major cider range.
different convenience retail formats company, Gaymer Cider Packaged in 500ml
including forecourt, neighbourhood and Company, has recently green bottles featuring
true convenience looking at customers relaunched its Black- the familiar WKD logo
shopping habits. thorn brand. The new above an ‘Apple Cider’
Full findings of the research will be and improved liquid is descriptor, WKD
published soon but so far the Quick & Easy still made from English Core’s launch is being
concept is a mixture of ‘food for now’ and cider apples and retains backed with a high profile
‘food for later’ including the subcategories Blackthorn’s distinctive crisp, dry taste, consumer marketing campaign Beverage
Pies & Pasties, Soups and Hot Snacking, however, it is now mellower and more refresh- Brands is recommending that WKD Core is
with consumers wanting to see these types ing. Its aroma is characteristic of traditional displayed within the cider section on shelf and
of products sitting together on the fixture. cider apples and complemented by a longer, in chillers. Retail price points are on a par
Demand for Quick & Easy Savoury clean, refreshing finish and its abv has been with brands such as Magners and Koppar-
Snacking is on the increase, the Hot reduced from 5.5% to 4.7% in line with berg, with a 500ml bottle of WKD Core
Snacking subcategory alone has seen 8% consumer and industry trends. expected to retail between £1.79-£1.99 in the
growth [Nielsen MAT Feb 09] as the Gaymer has also recently relaunched two of take home channel.
demand for ‘fast food’ continues to grow as
people work longer hours and take shorter
lunch breaks.
Using clear shopper led
Keep it in the pouch
recommendations, we are working towards For consumers looking to entice their guests with some
identifying the gold standard retail summer cocktails but who don’t quite have the hang of
execution for hot and cold snacking in making them, then there’s a good option from Funkin cocktails
terms of choosing the right location, product that could help. Funkin is a range of fruit purees and this year
ranges, effective point of sale and a cocktail range has been launched consisting of seven mixers
communication. such as the Funkin Passion Fruit Margarita, the Funkin Classic
Ensure you tap into this growing Mojito and a Funkin Cosmopolitan.
category by following our Funkin marketing manager Jaye Stahlhut says: “Summer
recommendations. Watch this space... spirit sales can be boosted by encouraging consumers to try
their favourite spirit in a fruity cocktail. In the past consumers
have been reluctant to make cocktails at home, believing it to be
difficult, time consuming and expensive, but our new range of cocktail mixers, made from 100%
natural fruit purees, makes quality cocktails at home more accessible. The cocktails only take 10
seconds to make – all consumers need is to add ice and a spirit to make a great-tasting drink.”
The 120ml pouches offer a new drinking experience for consumers and gives retailers the
chance to provide them with an opportunity to make simple, fool-proof cocktail solutions ideal for
summer parties and social occasions.
38 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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