08 Mar 2008


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Schweppes launches range of premium developments

Coca-Cola Enterprises

Schweppes

soft drinks

Source : Coca-Cola Enterprises
Coca-Cola Enterprises (CCE) is introducing an exciting range of product developments and new variants across the Schweppes range in the lead up to the summer.

Schweppes Cloudy Lemon

The adult soft drink segment is currently worth £114m and showing growth of 2.6%. There is a real opportunity to expand the premium offering of adult soft drinks and as the number one soft drink for the over 30s, Schweppes is well placed to drive this market into further growth through innovation.

It's a Classic

Traditional soft drink flavours are showing strong growth in the UK, with cloudy lemonade remaining the favourite and Ginger Beer showing significant growth of 17%.

Research has shown that there is an opportunity to drive the adult soft drink with premium variants. CCE is using the trusted Schweppes brand to introduce a new range Schweppes Classics.

The range has been crafted with Schweppes know how, for today's discerning palette, from authentic recipes and with no artificial colours or flavours.

The new Schweppes Classics include Ginger Beer and Cloudy Lemonade. Labelling will contain the 'Since 1783' logo to show the brands heritage, along with 'no artificial' claims to attract shoppers to this premium option.

Available in 1.25l packs with MSSP of £1.49, retailers can order the new variants from 19th March.

Lemon-ade sales

Schweppes is the UK's best selling lemonade brand in value and is growing at a huge 19%.

Seasonal lemonade is adding to this growth and Schweppes Summer Punch was worth £532k at retail during 2007 alone. Indeed, 73% of Schweppes Summer Punch lemonade volume was incremental, primarily from new lemonade buyers.

To encourage further incremental sales in 2008, Schweppes Summer Punch will move to a 1.5l size and will be available from March to September. Schweppes Summer Punch will continue to be rotated with Schweppes Winter Lemonade throughout the year. Both seasonal variants should be merchandised with other lemonades, to add interest, and alongside 2l bottles to encourage trial.

Everyday premium

Premium adult soft drinks are showing strong growth, but this remains a relatively small area. There is an opportunity for Schweppes to deliver more frequent purchases by delivering a premium mainstream offering in store.

Schweppes introduced Straightcut, an innovative range of gently sparkling fruit blends with no artificial colours or flavours in April 2007. Straightcut has helped to deliver growth to the adult soft drinks segment and was in the top 5% of all soft drinks for trial last year. To drive repeat purchase CCE is improving on this initial offering.

CCE Research has shown that consumers like the taste, but they are looking for “more natural” flavours with “fewer additives” from their soft drinks. To offer consumers taste choice, CCE is launching new Schweppes Apple, Pear and Cinnamon, available to order from 19th March.

CCE is investing in the brand further to drive growth by developing new packaging. Consumer research has also concluded that adult shoppers are looking for more mature, sophisticated and premium packaging. Schweppes is introducing new impactful designs with strong brand communication that will give increased stand out on shelf. To reflect the premium changes for the range, the name will also be changing to Schweppes Lightly Sparkling.

Support for the new variants, brand identity and pack formats, will include sampling, press and outdoor advertising, along with TV. CCE will invest £2 million across media for 'Schweppes' during April alone, so retailers should expect more interest in the brand from shoppers.

Kenny Chisholm, Trade Communications Manager, at CCE comments: “The adult soft drinks category currently has the lowest frequency of purchase in soft drinks. These additions to the Schweppes range offer consumers easy everyday access to adult soft drinks and are expected to drive purchase, particularly with younger, more upmarket consumers .

“Schweppes gives retailers the opportunity to merchandise a range of adult products together, which should drive frequency in the adult soft drinks category. Lightly Sparkling and Classics create strong on shelf stand out and differentiation next to existing brands, so that shoppers are encouraged to trial the variants.”

For all stockist enquiries, call 08457 227222.

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