Home' Convenience and Impulse Retailing : October 2009 Contents Energy Drinks
www.c-store.com.au | C&I | October 2009
Frucor has acquired the rights to market,
sell and distribute the Angostura Lemon,
Lime & Bitters ready to drink (RTD) product
After a brief hiatus from store shelves, it’s
now available in a 330mL glass bottle - the
RTD format offering consumers on-the-go
Frucor CEO, Jonathan Moss, said: “The
agreement is a great opportunity for
Frucor to move into the carbonated soft
drink category with a well-known and
loved brand. Retailers have been receiving
overwhelming feedback from consumers
requesting the return of the authentic
Angostura Lemon Lime & Bitters … and
we’re proud to be bringing it back.”
“Angostura RTD is the only Lemon Lime
& Bitters to be made with authentic
Angostura aromatic bitters, the essential
ingredient to the perfect Lemon, Lime &
Bitters refreshment,” he said.
RRP is $2.65.
For more information contact your
Frucor representative or Frucor
Beverages Customer service on Toll
Free 1800 237 727.
Voodooo - with its reputation for creating
devilishly delicious sweets that push the
boundaries of indulgence - has done it again
with a new range of Sinful Slices.
Voodooo is not part of any big corporate
structure and so can concentrate on making
the most decadent, indulgent products
possible - rather than cutting costs.
The new range consists of favourite slice
recipes which have been Voodooo’d to be
extra rich and loaded with toppings: Perfect
to grab and go!.
Variants include Devilish Chocolate Brownie
with its thick layer of fudge, to the Sticky
Date Slice with real dates and fudge sauce
as well as Wicked Jam Slice, Zesty Lemon &
Coconut and Cookies & Caramel.
Individually wrapped and frozen with 12
months shelf life, you won’t need to worry
about daily deliveries or stock going out of
For more info on distributors or to become
a Voodooo Distributor, visit www.
voodooo.com.au or phone +61 2 9734 6677.
Authentic lemon lime & bitters is back!
energy products this year targeting very
different consumers and need states.
Spring Valley Smart Energy comes in a
250ml can in three flavours and contains
yerba mate, B vitamins, ginseng, ginko
biloba, guarana and caffeine plus a 5%
juice content. The company says it is
aimed at 18-24 year olds who are looking
for a 'better for you' energy offer.
"It has been developed for light to
moderate energy drink consumers, and
has been successful in bringing new
consumers into the energy category,"
said Schweppes Corporate Affairs
Manager, Robyn Newman. "This includes
those who had previously rejected
energy drinks because of the taste, price
and perception of unhealthiness."
In July, Schweppes also began the
Australian distribution of Monster
Energy, which has already proven very
successful in the US. Also available
in three flavours, Monster Energy is
targeted toward 18-25 year old males who
are into extreme sports and are frequent
consumers of energy drinks. Schweppes
expects the brand to perform strongly in
the Australian market and Monster will
invest heavily in sampling, sponsorship
and athlete endorsement.
Interestingly, the product comes in a
500ml can, reflecting a major trend in
the energy drink world ... the rise of the
large can format.
Coca-Cola's Mother is now available
in a 500ml can, and Red Bull has just
launched its XXL Can ... and all the
indicators are that things are just going
to keep getting bigger.
For its part, Frucor's V has seen its
500ml can become established in the
marketplace, and the company predicts
that the larger trend is likely to continue
to evolve even further in line with
Indeed, Rockstar Beverages recently
introduced the 710ml big can format
into Australia, and says the innovative
screw top allows consumers to drink it
over a period of time.
"It has been incredibly well received in
the marketplace," said Rockstar's Managing
Director, Brendan Radford.
"And I am
certain that over the next 18 months or
so we will see the 1.25L energy drink in
Australia ... it is already available in the
Red Bull's David Kehoe says there has
been a definite shift towards the larger pack
size, of 355ml plus, as consumers look for
more energy to get them through the day ...
but he says energy drinks should not forget
"It is important for retailers to realise
that although this segment is fuelling
category growth, larger pack sizes are not
for everybody," he said. "The 250ml pack
size is still vitally important for the category
to attract new consumers to the energy
category and for those consumers who do
not require a 'bigger' hit of energy."
Nonetheless, Rockstar's Brendan
Radford is confident that his product's
large can format and other planned
packaging innovations will help it make
"We have been in the Australian
market for the past 18 months and have
gained market share," he said. "But we
are aware the worst thing you can do is
get too big too quickly so we have been
taking baby steps ... but it is certainly
game on from now on."
Rockstar's target market is primarily
18-35 year old males, a group which
has enthusiastically welcomed the new
company's new Punched flavours.
While Mr Radford says Rockstar's point
of difference is its taste, he says that
product appearance is very important in
"The product must appear sharp, eye-
catching and different to others in the
market," he said.
Robyn Newman from Schweppes
agrees that packaging is an extremely
important aid to driving sales.
"In a competitive market such as the
energy category, it is important to stand
out on shelf and capture consumer's
attention at the point of purchase," she
"Brand blocking, bright colours
and clear messaging help to deliver cut
Coca-Cola also believes packaging and
design play a large role in developing
brand personality, offering convenience
and attracting new consumers ... and
Mother now has a new bottle for its on-
"We also recently migrated to a new
packaging line, moving from 'tastes
nothing like the old one' to a line that
alerts our drinkers about exactly what
they're in for: 'heaps of energy', said
Coca-Cola's Mr Brooks. "Our goal is to
Containing yerba mate, B
vitamins, ginseng, ginko biloba,
guarana and caffeine plus a 5% juice
content, spring Valley’s newly released
smart Energy targets 18-24 year olds
who are looking for a ‘better for you’
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