Sugar has become the curse of the classic squash sector, and many old favourites have had to undergo a life-saving facelift
While old favourites are getting a facelift, next-generation drinks are boosting the image of the classic squashes sector.
Many of today’s adults were brought up on a daily dose of orange squash, which represented the easiest way for mums to overcome kids’ dislike of plain water. Yet in today’s health-conscious society, sugar is the curse of the category and squashes containing artificial colours and flavours can no longer afford to rest on their laurels.
Following last year’s 4% decline in value [TNS Superpanel 52 w/e January 30, 2005], fruit squashes need to react quickly to evolving consumer demands and new competition from flavoured bottle waters.
David Patmore, marketing director at Princes Soft Drinks, which manufactures Jucee, says: “The role of manufacturers is to correctly interpret changing demand and respond effectively through brand and range management and innovation.”
Vimto, first sold in 1908, used to be seen as a quirky and natural brand but, like other traditional brands, it has had to work harder for sales as competition from other soft drink sectors increases.
Emma Hunt, marketing manager at Vimto, explains that company efforts are paying off, with strong growth in a declining overall market. She says:“Our focus now is on taste. As flavour preferences are broadening among kids, we need to stand out from the crowd.”
The brand’s icon, Purple Ronnie, has been sidelined to make way for its Shlurple the Purple campaign. To complement the new TV advertising, running from May to August, sampling will be key to communicating the Vimto taste message.
Ribena, another time-honoured player, has slowed GSK’s overall performance over the past two years, but now aims to build its contemporary relevance with a £10m marketing campaign.
The refresh, reshape and reinvigoration of Ribena began in February with the launch of new packaging, a fresh logo and the introduction of Ribena Really Light to replace the Ribena ToothKind and Ribena Light variants.
To ensure all bases are covered, a new flavour - Berry Burst - was also launched last month and will be supported by a £500,000 in-store sampling campaign.
Anne MacCaig, Ribena category marketing director, says: “Although this is only the start, this raft of activity and the significant investment behind it signifies our intent for Ribena in 2005.”
It seems certain that squashes will weather the storm of NPD in other sectors. As Hunt points out, there will always be a need for squashes, regardless of innovation in other sectors.
“Mums need value for money and few want to spend on RTDs. Dilutables will always fit cheaply into the everyday occasions of snacking and mealtimes,” she says.
While old favourites are getting a facelift, next-generation drinks are boosting the image of the classic squashes sector.
Many of today’s adults were brought up on a daily dose of orange squash, which represented the easiest way for mums to overcome kids’ dislike of plain water. Yet in today’s health-conscious society, sugar is the curse of the category and squashes containing artificial colours and flavours can no longer afford to rest on their laurels.
Following last year’s 4% decline in value [TNS Superpanel 52 w/e January 30, 2005], fruit squashes need to react quickly to evolving consumer demands and new competition from flavoured bottle waters.
David Patmore, marketing director at Princes Soft Drinks, which manufactures Jucee, says: “The role of manufacturers is to correctly interpret changing demand and respond effectively through brand and range management and innovation.”
Vimto, first sold in 1908, used to be seen as a quirky and natural brand but, like other traditional brands, it has had to work harder for sales as competition from other soft drink sectors increases.
Emma Hunt, marketing manager at Vimto, explains that company efforts are paying off, with strong growth in a declining overall market. She says:“Our focus now is on taste. As flavour preferences are broadening among kids, we need to stand out from the crowd.”
The brand’s icon, Purple Ronnie, has been sidelined to make way for its Shlurple the Purple campaign. To complement the new TV advertising, running from May to August, sampling will be key to communicating the Vimto taste message.
Ribena, another time-honoured player, has slowed GSK’s overall performance over the past two years, but now aims to build its contemporary relevance with a £10m marketing campaign.
The refresh, reshape and reinvigoration of Ribena began in February with the launch of new packaging, a fresh logo and the introduction of Ribena Really Light to replace the Ribena ToothKind and Ribena Light variants.
To ensure all bases are covered, a new flavour - Berry Burst - was also launched last month and will be supported by a £500,000 in-store sampling campaign.
Anne MacCaig, Ribena category marketing director, says: “Although this is only the start, this raft of activity and the significant investment behind it signifies our intent for Ribena in 2005.”
It seems certain that squashes will weather the storm of NPD in other sectors. As Hunt points out, there will always be a need for squashes, regardless of innovation in other sectors.
“Mums need value for money and few want to spend on RTDs. Dilutables will always fit cheaply into the everyday occasions of snacking and mealtimes,” she says.
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