Nestlé Waters is looking for a slice of the breakfast drinks market with a new campaign urging consumers to quench their 'morning thirst' with Buxton.
It is providing 5,000 PoS shelf-edge wobblers to independent retailers and revealed it was looking to do some "further work" targeting the breakfast market.
"As we sleep, our bodies lose water and we wake up dehydrated," said trade marketing manager Andrea Cahill. "It's essential therefore that we drink water when we wake up in the morning to ensure we are rehydrated. You can still have a cup of tea or coffee but serving it with bottled water helps."
Research conducted by Nestlé Waters found that only 8% of bottled water is consumed at breakfast time. This offered retailers an opportunity to increase consumption at this time of the day, said Cahill, citing Him! research which found 55% of consumers leave home without breakfast on average 2.3 times per week. There were opportunities to increase consumption during other 'food to go' occasions too as orange juice had done, she said. "We're not necessarily competing with orange juice because you typically get less in a bottle than water but water has zero calories, so it has a competitive advantage if you're trying to cut your sugar intake."
Nestlé is also encouraging independent retailers to offer multibuy deals such as a KitKat and a bottle of Buxton for £1 during National Independents' Week, which starts tomorrow. It is offering a £500 prize to retailers that send in a photo of their store displaying the Buxton PoS material.
It is providing 5,000 PoS shelf-edge wobblers to independent retailers and revealed it was looking to do some "further work" targeting the breakfast market.
"As we sleep, our bodies lose water and we wake up dehydrated," said trade marketing manager Andrea Cahill. "It's essential therefore that we drink water when we wake up in the morning to ensure we are rehydrated. You can still have a cup of tea or coffee but serving it with bottled water helps."
Research conducted by Nestlé Waters found that only 8% of bottled water is consumed at breakfast time. This offered retailers an opportunity to increase consumption at this time of the day, said Cahill, citing Him! research which found 55% of consumers leave home without breakfast on average 2.3 times per week. There were opportunities to increase consumption during other 'food to go' occasions too as orange juice had done, she said. "We're not necessarily competing with orange juice because you typically get less in a bottle than water but water has zero calories, so it has a competitive advantage if you're trying to cut your sugar intake."
Nestlé is also encouraging independent retailers to offer multibuy deals such as a KitKat and a bottle of Buxton for £1 during National Independents' Week, which starts tomorrow. It is offering a £500 prize to retailers that send in a photo of their store displaying the Buxton PoS material.
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