>>water is julian graves’ biggest seller… customers are buying into organic drinks… Fair trade juice a big hit for the co-op...
Andrew Clarke
non-food category manager, Julian Graves
For us, sales in 2004 were very buoyant, but that was because we started from a low base.
We introduced chillers in around 100 of our 235 stores during the summer and saw sales of our soft drinks range increase 10-fold within a six-month period.
We try to hold a point of difference in the marketplace, so we do not stock any cola at all.
Although we have a popular following on the more traditional drinks, water is our biggest seller and will continue to be so.
Stuart Owens
Waitrose juice drinks buyer
The chilled juice category in particular has grown significantly in the past year, helped by the repositioning of own label but also strong promotional activity from key brands such as Tropicana and Copella.
We have seen huge strength in the smoothies market with the advent of Innocent take-home last summer and, more recently, its smoothies for kids.
Customers are also buying into organic drinks and vegetable juices, as they are seen as natural and healthy. Tomato-based drinks are good for lowering cholesterol.
Ed Reaney
category buyer, soft drinks, The Co-op
The most successful NPD of 2004 was the Co-op Fair Trade orange juice 330ml bottle. It was introduced into the chillers in May and immediately established a strong rate of sale. It provides a Fairtrade convenience pack for immediate consumption and is ideal for the lunchtime market.
As in most of the grocery categories, consumers are scrutinising the ingredients panel to look for anything of potential concern. Scares such as Sudan 1 are making this a big issue, particularly for parents who make decisions for the family.
Andrew Clarke
non-food category manager, Julian Graves
For us, sales in 2004 were very buoyant, but that was because we started from a low base.
We introduced chillers in around 100 of our 235 stores during the summer and saw sales of our soft drinks range increase 10-fold within a six-month period.
We try to hold a point of difference in the marketplace, so we do not stock any cola at all.
Although we have a popular following on the more traditional drinks, water is our biggest seller and will continue to be so.
Stuart Owens
Waitrose juice drinks buyer
The chilled juice category in particular has grown significantly in the past year, helped by the repositioning of own label but also strong promotional activity from key brands such as Tropicana and Copella.
We have seen huge strength in the smoothies market with the advent of Innocent take-home last summer and, more recently, its smoothies for kids.
Customers are also buying into organic drinks and vegetable juices, as they are seen as natural and healthy. Tomato-based drinks are good for lowering cholesterol.
Ed Reaney
category buyer, soft drinks, The Co-op
The most successful NPD of 2004 was the Co-op Fair Trade orange juice 330ml bottle. It was introduced into the chillers in May and immediately established a strong rate of sale. It provides a Fairtrade convenience pack for immediate consumption and is ideal for the lunchtime market.
As in most of the grocery categories, consumers are scrutinising the ingredients panel to look for anything of potential concern. Scares such as Sudan 1 are making this a big issue, particularly for parents who make decisions for the family.
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