The past 12 months have seen a raft of exotic soft drinks hit the shelves as suppliers capitalise on the growing willingness of consumers to experiment with new flavours.
Perhaps the most significant piece of innovation has been the recent introduction by Vimto Soft Drinks of a Levi Roots range of Caribbean-inspired carbonates and squashes.
"Exotic drinks are getting wider distribution. You're seeing between high double-digit and low treble-digit growth in tropical fruits such as mangos, lychees and passion fruit and I think we're at the start of a big trend in these areas," says Neil Gibson, head of marketing for Vimto Soft Drinks.
The Levi Roots range will be going head to head with AG Barr's Rubicon brand, investment in which has been significantly ramped up in the past year, culminating in its sponsorship of Sky Sports' coverage of the Cricket World Cup. In a recent results statement, AG Barr said sales of Rubicon were now almost double the levels seen before it bought the brand for £61m in 2008.
"Distribution growth in the brand has been very significant but we've also been able to introduce it to a whole new group of consumers," says AG Barr marketing director Adrian Troy. "For every consumer from an ethnic background, we have two consumers from a non-ethnic background."
The Caribbean drinks category is enjoying particularly high levels of consumer awareness, adds Enco Products marketing manager Nyree Chambers.
"Over the past year there has been growth in the ethnic food and drink market as consumers demand new flavours and products proven as beneficial to the daily diet," she says. Enco's Grace Coconut Water and Marley's Mellow Moods drinks have both enjoyed an increase in sales, she adds.
If further proof were needed that exotic soft drinks are finding a market in the UK, Brazil's biggest native drinks brand, Guarana Antarctica, was launched in the UK last autumn. Made from the guarana berry, it is second in size only to Coca-Cola in Brazil and its UK launch will be supported by brand owner ABInBev with a multimillion-pound marketing campaign once distribution through multiple channels is secured.
Focus On Soft Drinks
Perhaps the most significant piece of innovation has been the recent introduction by Vimto Soft Drinks of a Levi Roots range of Caribbean-inspired carbonates and squashes.
"Exotic drinks are getting wider distribution. You're seeing between high double-digit and low treble-digit growth in tropical fruits such as mangos, lychees and passion fruit and I think we're at the start of a big trend in these areas," says Neil Gibson, head of marketing for Vimto Soft Drinks.
The Levi Roots range will be going head to head with AG Barr's Rubicon brand, investment in which has been significantly ramped up in the past year, culminating in its sponsorship of Sky Sports' coverage of the Cricket World Cup. In a recent results statement, AG Barr said sales of Rubicon were now almost double the levels seen before it bought the brand for £61m in 2008.
"Distribution growth in the brand has been very significant but we've also been able to introduce it to a whole new group of consumers," says AG Barr marketing director Adrian Troy. "For every consumer from an ethnic background, we have two consumers from a non-ethnic background."
The Caribbean drinks category is enjoying particularly high levels of consumer awareness, adds Enco Products marketing manager Nyree Chambers.
"Over the past year there has been growth in the ethnic food and drink market as consumers demand new flavours and products proven as beneficial to the daily diet," she says. Enco's Grace Coconut Water and Marley's Mellow Moods drinks have both enjoyed an increase in sales, she adds.
If further proof were needed that exotic soft drinks are finding a market in the UK, Brazil's biggest native drinks brand, Guarana Antarctica, was launched in the UK last autumn. Made from the guarana berry, it is second in size only to Coca-Cola in Brazil and its UK launch will be supported by brand owner ABInBev with a multimillion-pound marketing campaign once distribution through multiple channels is secured.
Focus On Soft Drinks
No comments yet