Home' Convenience and Impulse Retailing : November December 2009 Contents Functional Water
www.c-store.com.au | C&I | December 2009
We just wanted to say thank you to the industry for
our first ever nomination as a finalist in the
2009 AACS Supplier Awards in the
Snacks & Ice Cream category.
We are very honoured to be recognised by the
industry in this way. We look forward to repaying
this vote of confidence with continued
growth and innovation in the
healthy snacking category.
1800 062 558
Patties Foods has launched a new
foodservice range of gourmet fnger
foods that offers caterers “something a
little more select”.
Patties Caterers Selection features
a range of gourmet party pies, mini
savoury rolls and frittata bites specially
designed for caterers looking to service
more up-market functions.
Patties’ Brand Manager, Sue Clohesy,
says: “We understand caterers are
looking for variety, versatility, visual
appeal and, of course, value. Our new
Caterers Selection range is designed
especially with this in mind.”
The range includes six premium varieties
in smaller carton sizes that give caterers
greater fexibility to mix & match and to
cater for a wide spectrum of functions and
tastes. The products are ready to heat and
serve in freezer friendly packaging.
Party pie variants are King Island Beef
Gourmet, Chicken & Leek Gourmet,
Moroccan Lamb Gourmet, Lemon, Lime
and Chilli Chicken Gourmet; other variants
include Spinach and Ricotta Mini Savoury
Rolls and Roast Vegetable Frittata Bites.
For more information contact
(03) 8540 9100 or
Gourmet finger foods for caterers
unique addition to the Australian enhanced
"NutrientWater conducted its own
research and found that stress on the whole
is the most common cause of anxiety,
irritability and fatigue for anyone leading a
busy lifestyle," said NutrientWater Director,
Luke Marget. "Enhanced with Vitamin D
and L-Tyrosine, D-Stress helps the brain
produce more neurotransmitters thereby
regulating emotions and controlling stress
levels ... D-Stress is naturally flavoured with
Blackberry and Goji berries and is set to be
a strong seller this summer."
Mr Marget says consumers are becoming
better educated about good health and are
more likely to match a specific diet with
For that reason, Coca-Cola's glaceau
vitaminwater has a range of seven unique
variants, each of which are said to be
specifically designed to meet consumers'
changing needs throughout the day.
"By ensuring that the full range is
always in the fridge, outlets will generate
maximum shelf standout from the glaceau
'rainbow' and will maximise sales by
offering consumers what they need, when
they need it," said Coca-Cola's Kelly Brooks.
"The convenience channel is a natural fit
for glaceau vitaminwater as it is all about
Indeed, while glaceau is said to appeal
to all ages, it is teens and young adults who
are at the heart of the brand.
"For these consumers, glaceau is the
perfect accessory to their 24/7 lifestyle, and
the convenience channel is well suited to
their on-the-go consumption behavior,"
Similarly, packaging is an equally vital
way of communicating the brand message
and getting noticed on shelf.
"We believe that the glaceau bottle is
key to building brand personality and
communicating the variant functionality,"
said Mr Brooks. "Our 500ml pack format is
the perfect on-the-go size, well suited to
the impulse consumer who is purchasing
through the convenience channel, and we
also use fun, cheeky messaging on our
The Spring Valley Smart Water
range was refreshed in october
with improvements including
a reduced sugar content, the
addition of vitamins B3 and
B5 and the launch of a new
Tropical Lychee favour - and
supported by a national outdoor
and sampling campaign.
Growing at around 70%, enhanced water is said
to be the fastest growing category in Australian
petrol and convenience and is already over half
the size of the sports drink market and double
the size of Ready To Drink Tea.
said Mr Brooks. "Most of our new growth is
coming from route as our distribution base
continues to grow."
Getting noticed: PoS & in-store
Of course, as a relatively new category,
in-store presence is a critical element
in encouraging trial of functional water;
and point of sale communication can
help communicate brand personality and
functionality, drive trial and, crucially,
influence the decision to purchase.
With more than 60% of purchase
decisions made at the shelf, strong shelf
and/or fridge presence could scarcely be
more important as a way of capturing the
package as a way to further engage our
youthful core consumers."
Frucor's Mizone is primarily targeted at
25-35 year olds and the company is well
aware that the convenience and route
shopper is often purchasing for immediate
consumption, whether it is for pre/post
exercise or just part of the consumer's
repertoire of drinks.
They also say that this naturally makes
package design absolutely critical. Sara
Salter, Client Service Director at The
Saltmine Design Group, says that with the
latest Mizone labels, the overall aim was
to clearly communicate the essence of the
brand as a functional sports water.
"When shopping, consumers on average
spend 4-6 seconds looking at the shelf to
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