Home' Convenience and Impulse Retailing : February 2010 Contents Sports Drinks
www.c-store.com.au | C&I | February 2010
The company says the introduction of a
new bottle and label last year has had a very
positive impact on sales, and that it has also
recently reformulated/ tweaked its flavour
profiles to ensure it is delivering satisfaction
For its part, Coca-Cola says 2010 will be a big
year for Powerade Isotonic and it will deliver
continued focus on partnering
with Australia's premier sporting
It promises comprehensive
involvement in the country's
most popular mass participation
grassroots events and exciting
innovation, as well as a ground-
breaking new communication
Capitalise on marketing
Powerade Isotonic is also the
official sports drink of the year's
biggest sporting event, the 2010
FIFA World Cup in South Africa.
"Powerade Isotonic will seek
to consolidate its position as
Australia's number one sports
drink and continue to lead the
category in research and product
development," Powerade's Mr
"Convenience and impulse
outlets can capitalise on the
powerful marketing spend behind
Powerade Isotonic in 2010 by ensuring
consumers have access to Powerade's most
popular flavours in Mountain Blast (blue),
Berry Ice (red), Lemon Lime (yellow), Gold
Rush (orange) and Blackcurrant (purple).
Of course, Gatorade is working just as
hard to maintain and increase its share of
the sports drink category. Lemon Lime and
A clever strategy is to off-locate sports drinks
near other complimentary products which can
increase your consumers weight of purchase.
Glen Ellul, Gatorade
Associated Food Systems, owners of
the Country Fried Chicken brand, have
announced the launch of a revolutionary
new food preparation system, developed
specifically for service stations and
The company has re-formulated its
seasonings to enable it to cook and
blast-freeze the product range, which can
then be reconstituted on-site through an
The process means no more frying in-store
and eliminates the need for a rangehood or
extractor to cook chicken and chips.
It s also an excellent way to cook pizzas,
says Associated Food Systems founder
We are now able to offer Country Fried
Chicken and pizzas from our Country
Chicken & Pizza Express brand from the
one system with little preparation required
in-store. And the system also applies
brilliantly to chips so no frying is required
There s no oil handling or frying on the
premises, no grease trap or council approval
required other than a food licence, no waste
- and there are enormous savings to be
made in staff wages.
For more information call (07) 55 716722
or visit www.countrychicken.com
Tasty news from CFC
Orange Ice are the leading Gatorade products,
with the latest Gatorade flavour, Lime Storm,
also performing well.
"Success comes from consumers
understanding that Gatorade is the number
one sports drink globally with over 40 years of
research and development," said Gatorade's
"It is scientifically proven to contain the
fluids and electrolytes to promote complete
rehydration and the carbohydrates to refuel
The company will be adding to its
numerous sports associations early this
year by aligning itself with Skins (the sport
compression garments) to bring a category-
first exclusive 'gift with purchase' promotion
to the convenience and impulse channel.
role to play in communicating the benefit of
He says that overall Gatorade aims to
deliver packaging that stands out on shelf
to maximise the sales opportunity.
Promos & packaging
Like its competitors, Gatorade provides strong
support to enhance in-store presence, and
offers an entire suite of point of sale items to
help stores better market the product.
"This includes a variety of clearly branded
merchandise solutions that can interrupt,
remind and persuade consumers to purchase
a sports drink," said Mr Ellul.
"We have an entire department looking for
new and exciting ways to merchandise stores
and we are proud to be able to offer this
The specialised Gatorade Skin will be a
reward with multi-buy purchases in selected
"Consumers can now keep their Gatorade
cool over summer and make sure it tastes
great whenever they need it," Mr Ellul said.
"This promotion will launch what will be
an exciting year for Gatorade, increasing its
marketing investment to drive the category
Like all the manufacturers, Gatorade
has put a lot of energy into coming up with
the right packaging to attract sports drink
"The Gatorade bottle has also been
developed to fit easily in the hand and has a
wide mouth so that it can consumed faster for
rapid re-hydration," said Mr Ellul.
"Labels are important for any beverage but
more so for sports drinks because they have a
support for our customers."
The challenge then has been laid down.
Sports drinks have been slowing slightly
through convenience in recent months but
they are not going to give up fridge space
easily. And why should they?
The most recent Australasian Association
of Convenience Stores report shows that
together energy and sports drinks comprise
25% of impulse beverage sales in convenience,
and that impulse beverages represent a
whopping 21% of merchandise sales, and have
enjoyed year on year growth of 4.1%.
There is a lot happening in the sports
drinks category at the moment with major
promotions, flavour introductions and
packaging innovations all taking place. Sports
drinks, it seems, are here to stay ... and with
impulse beverages so vital to I&C outlet
profitability ... that is very good news indeed.
The Gatorade bottle has been developed to fit
easily in the hand and has a wide mouth so that it
can be consumed faster for rapid re-hydration.
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