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Review SOFT DRINKS, JUICES AND SMOOTHIES


the ordinary is great; they were all talking about the new film and reading the cans!” Jon Evans, the marketing director for Purity Soft Drinks, the company behind JuiceBurst, believes that apart from the flavours and eye- catching pouches it employs in its brand, a little bit of technological wizardry is vital in order to appeal to tech savvy teens. “February saw the re-launch of the entire JuiceBurst range, making it completely digitally interactive using Blippar technology. New to the industry, the interactive labelling will be incorporated across the entire JuiceBurst range.


“The fruit on each label will literally burst off-pack for consumers who have the easy- to-download Blippar app on their smartphones. The exploding fruit will reveal links to JuiceBurst social media channels inviting further consumer engagement including consumer competitions.” “By completely overhauling our packaging and making it interactive, we feel it will not only stand out on shelf and in-store but also create greater engagement with our consumers,” Evans explains. “Innovation is key,” stresses Radnor Hills, “in the types, flavours and packaging of products in the canteen. Today’s young consumers are a savvy bunch who demand state-of-the-art products. But also in promotion, Radnor will launch their Get Active sales promotion in schools later this month, aimed at encouraging young consumers to buy into healthy drinks by offering the chance to win sporty prizes. We feel this is a win-win, promoting school sales, healthy drinks and active sport.”


LONG LIVE THE JUICE


While not as dynamic as packaging and design, the storage and origin


26 March 2013 ”We realised instantly


of soft drinks is also important to consider. The origin is significant because of its influence on the customers and the storage will affect how caterers sell and display the products. Peros joint managing director James Roberts says: “We would recommend stocking a wide range of soft drinks, preferably with ethical and sustainable credentials. Look for the Fairtrade Mark in particular, whose brand recognition is very


that the perceptions and barriers of fruit could be broken down through


the concept of making smoothies”


strong with consumers. A recent survey suggests that 77% of those familiar with the Fairtrade Mark in the


UK strongly associate it with helping farmers and workers in poor countries tackle poverty.” He advises caterers to also consider how they intend to stock and serve their soft drinks. “Many of the fruit juices and smoothies available today have a long shelf-life of up to six months and are suitable for ambient storage, removing the need for a large cold store. This can ease the burden of storing a wide range of options, and reduce the refrigeration requirement to a single, point of sale chilled display cabinet. Remember, these drinks are always best served chilled, even if it isn’t a requirement for storage, and this adds to their immediate ‘refreshment’ appeal.”


Even simple marketing tactics such as storing chilled soft drinks face-up and at eye level for students, will aid in keeping sales strong, while a self-service machine can be enticing for students and help to reduce queues.


SMOOTH OPERATOR


One sure fire way to provide one or even two of a child’s five-a-day is with smoothies. And while making your own smoothies can be a great attraction for young customers, caterers can save time by stocking


TAKE A SMOOTH APPROACH


Phil Benson, co-founder of Xing smoothies, offers his advice on setting up a pupil-run smoothie bar that can work alongside the regular catering service.


> Pupil empowerment - Pupils are great at selling smoothies to their peers. Giving them ownership means they and other pupils take responsibility not just for learning how to set up and run a business but also for their own health, nutrition and well being. Pupils will themselves come up with ideas on flavours, names for drinks and marketing materials to sell the drinks. This is an extremely powerful tool.


> Creative Marketing - Selling smoothies is an art. Marketing it the right way is essential to success. e.g. A lot of food and drink associated with anything remotely healthy has a reputation of been extremely bland and boring, whether it’s product, packaging or a marketing message. So the way the product and concept is constructed is an essential criterion to success. Having an injection of a fun message


and bright, vibrant colours through marketing materials can all add to the appeal of the drinks.


> Selling the drink’s functional benefits in a creative way, rather than ‘it’s just a healthy drink’, can be just as important to boost it’s appeal, especially among teenagers.


> Customer experience - Seeing the smoothie drink being made fresh adds to the theatre and experience for the pupils and teachers, which is a huge selling point vs. buying off the shelf produce.


> Variety - New exciting flavours can be introduced at the drop of a hat through changing fruits at the smoothie bars, which could also involve participation from other pupils who may not work directly at the bar. This again brings in the empowerment concept.


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