Sunny Delight stunned observers in April when it announced it was cutting its fruit juice content from 70% to 15% to allow it to move to a lower pricing position.
While the move was exceptional, one of the key trends in the children's soft drinks market has been lower prices and more promotions, says James Nichols, brand manager for Panda and Sunkist at Vimto Soft Drinks.
"It is being driven by private label and supermarkets producing huge numbers of bottles for a very low price," he adds. Nichols estimates between 70% and 85% of the sub-category is sold on promotion, and adds Panda is no exception in terms of low pricing offering six-packs of still juice for just £1.50.
Others following a similar tack include Feel Good Drinks, which positions itself as a more affordable alternative to brands such as Innocent. But even Innocent has had to make itself more affordable, running 186 offers in 2009, 40 more than the previous year [Assosia]. However, Innocent argues consumers are starting to return to premium products.
"There was trading down to own label and our 250ml smoothie did see a significant decline," says marketing manager Amy Shah. "But, while parents may be willing to trade down, for themselves, they are not willing to compromise for their kids."
Parents are the target of the latest development for Ribena. Following its debut in the foodservice sector in February, Ribena Juiced Up which passes the School Food Trust's criteria for sale in schools is launching into the multiples. It contains 85% natural fruit juices and 15% water and comes in two flavours: apple & blackcurrant and raspberry.
"Water, smoothies and fresh juices are increasingly replacing fizzy drinks in lunchboxes," says Graham Breed, marketing director of Princes Soft Drinks, who adds that volume sales of smaller bottles of water have increased 26% in the past year [Nielsen w/e 15 May].
Focus On Lunchbox
While the move was exceptional, one of the key trends in the children's soft drinks market has been lower prices and more promotions, says James Nichols, brand manager for Panda and Sunkist at Vimto Soft Drinks.
"It is being driven by private label and supermarkets producing huge numbers of bottles for a very low price," he adds. Nichols estimates between 70% and 85% of the sub-category is sold on promotion, and adds Panda is no exception in terms of low pricing offering six-packs of still juice for just £1.50.
Others following a similar tack include Feel Good Drinks, which positions itself as a more affordable alternative to brands such as Innocent. But even Innocent has had to make itself more affordable, running 186 offers in 2009, 40 more than the previous year [Assosia]. However, Innocent argues consumers are starting to return to premium products.
"There was trading down to own label and our 250ml smoothie did see a significant decline," says marketing manager Amy Shah. "But, while parents may be willing to trade down, for themselves, they are not willing to compromise for their kids."
Parents are the target of the latest development for Ribena. Following its debut in the foodservice sector in February, Ribena Juiced Up which passes the School Food Trust's criteria for sale in schools is launching into the multiples. It contains 85% natural fruit juices and 15% water and comes in two flavours: apple & blackcurrant and raspberry.
"Water, smoothies and fresh juices are increasingly replacing fizzy drinks in lunchboxes," says Graham Breed, marketing director of Princes Soft Drinks, who adds that volume sales of smaller bottles of water have increased 26% in the past year [Nielsen w/e 15 May].
Focus On Lunchbox
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