Home' Convenience and Impulse Retailing : November December 2009 Contents www.c-store.com.au | C&I | December 2009
Mrs Mac’s has launched a
range of limited edition pies
- and the frst of these is
already an award winner.
The Tex Mex recently took out
the bronze medal in its category
in the Great Aussie Meat Pie
Competition at the National Fine
Food Tradeshow in Sydney.
Mrs Mac’s collected two
additional bronze medals - for
its Red Embers Premium Steak
Pie and the Red Embers Chicken,
Leek and Mushroom Pie
Marketing Manager, Merilyn
Elson, said: “We’re delighted that
our frst limited edition pie, the
Tex Mex, is already a national
Subtly spiced with authentic
Mexican favours, Mrs Mac’s
Tex Mex pie is a colourful blend of minced
beef, tomatoes, red kidney beans, corn,
green capsicum, and spices topped with
creamy nacho cheese.
NutrientWater has launched a
new enhanced water brand to sit
alongside its existing repertoire.
Aptly titled NutrientWaterX, the X
signifes a crossing out of calories
while still maintaining the product’s
NutrientWaterX contains only 23
calories per bottle and targets
The super-low calorie count comes
from its low sugar and carbohydrate
content – whilst still retaining its
blend of vitamins, minerals and
“This is a market frst in
Australian enhanced water,” says
NutrientWater Director, Luke Marget.
“NutrientWaterX is very low in sugar,
uses only natural sweeteners and still
The innovation comes through the
use of stevia as the sweetener - a
plant native to South America - which
provides sweetness but without the
sugar. It is up to 300 times sweeter
than sugar and contains no calories.
Stevia is increasing in popularity as
a low-calorie alternative to sugar in
beverages overseas and a natural
substitute for artifcial sweeteners.
For further information call
1300 365 708.
It’s all about the pie
NutrientWaterx: Super-low calorie enhanced water
make their purchase decision," she said.
"For this reason effective packaging is
fundamental to success for any brand."
Mizone's new design features two key
components ... mountain-like water
peaks, highlighting the fact that the
product is truly a sports water; and a cogs
device which symbolises the five essential
vitamins, electrolytes and antioxidants in
Mizone's hypotonic formulation working
While the buyers of functional waters
can be said to be largely seeking similar
functional health benefits, there is of
course a difference between the needs of
consumers shopping in each channel.
Consumers purchasing in supermarkets
are purchasing largely for the future rather
than immediate consumption. And they are
also more likely than an impulse shopper to
increase average weight of purchase during
Frucor's Chrisie Madden says that
the supermarket channel in particular
has enjoyed significant growth within
this functional water segment due to
the growing space both on shelf and in
refrigeration that the category has been
given, and the increased promotional
activity it has enjoyed.
"A challenge in the future is whether
shelf/fridge space within retailers will
be able to expand at the same rate of
new product developments entering the
market," she said. "We would certainly
expect functional water to continue to
grow based on current growth rates and the
sizeable opportunity still available versus
other beverage segments."
Schweppes Australia is keen to point
out that while functional water makes up
a relatively modest 1.4% of grocery's non-
alcoholic ready to drink (NARTD) sales, it
constitutes around 5% in both route and
"As functional waters are currently
only available in single-serve format, the
category makes up a higher percentage of
NARTD sales in the route and convenience
channels, as they suit the impulse purchase
occasion," said Darryn Wallace from
Schweppes Australia. "We would expect
functional water sales to continue to grow
as people continue to look for healthier
beverage choices and tastier alternatives to
Like its main competitors, Schweppes
Australia has put a lot of thought into the
packaging of its functional water products.
The Spring Valley Smart Water range
packaging has recently been re-designed
to give more impact on shelf. The product,
which is primarily targeted at 18-30 year
olds of both sexes, now boasts a cleaner
and simpler front of pack design making
it easier for consumers to choose their
favourite flavour, and to see what vitamins
and supplements are contained in it.
Clearly then, functional water suppliers
are anxious to ensure that customers fully
understand the benefits that enhanced
water can bring to their demanding and
"Enhanced water is the only beverage
category on the market that provides
consumers with a range of health solutions,"
said NutrientWater's Luke Marget, noting
that this winter the company has seen
notably increased sales of particular
products such as NutrientWater Immunity.
"Blended with immune boosting
Echinacea and Vitamin C, the proportional
sales increase is evidence that consumers
are selecting specific NutrientWater
varieties depending on how they feel or
how they want to feel."
It is fair to say then that we can expect a
lot more variants and new products to be
appearing in the market over the coming
months and years, as functional water
continues to shake up the established
beverages order on shelves and in fridges.
And the added excitement, innovation
and promotional activity surrounding this
most healthy of categories has got to be
good for everyone.
“We would expect
functional water sales
to continue to grow as
people look for healthier
beverage choices and
tastier alternatives to
bottled water.” Darryn
Busy, on-the-go lifestyles can lead to
unhealthy stress levels: Nutrient Water’s
new D-Stress is enhanced with Vitamin
D and L-Tyrosine - nutrients believed
to enhance the brain’s production of
neurotransmitters involved in regulating
emotions and stress levels.
Two additional limited edition favours will
be launched this year.
For further information call (08) 9442
5210 or visit www.mrsmacs.com.au
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