Arla aims to match pace of change in category
DESPITE RTD coffee being relatively new in the UK, the pace of growth has been exceptional and the sub-category has certainly earned its place within chilled soft drinks fixtures.
And Arla, the company behind the Starbucks RTD brand, reckons it is more than doing its bit.
Adam Hacking, head of beverages at Arla, said: “One of the most exciting things is the speed at which RTD coffee is evolving.
“Innovative NPDs are continuously hitting the shelves, keeping this sub-category fresh and relevant as it progresses at pace to match ever-changing consumer consumption habits.”
He pointed out, for example, that at-home convenience had become a permanent consumption habit post-pandemic and was the driving force behind Starbucks chilled coffee product innovation.
So last year, Arla extended its large-format Starbucks Multiserve range to include Skinny Latte. The NPD also tapped into the consumer trend for less sugar.
This also inspired the launch of the Starbucks Doubleshot Espresso No Added Sugar Multipack. And this March, the brand extended its healthier options with the launch of Starbucks Frappuccino Caramel No Added Sugar at an RRP of £2.10.
Hacking said: “We know our customers are looking for beverages that meet their evolving needs, so we’re constantly developing our product portfolio to offer more options that work for them.”
Tropicana highlights its quality with packaging redesign
POPULAR juice brand Tropicana is refreshing its packaging designs “to amplify 75 years of exceptional quality, craft and heritage”.
The new look aims to create a cohesive portfolio identity and includes the return of the red and white straw – said to be a symbol of the “fresh from the fruit” taste.
The redesign also intends to more clearly communicate the consumer benefits of the different sub-ranges.
This includes a new “special start” trio of 100% pure pressed fruit juices – Sanguinello Blood Orange, Pink Grapefruit and Pineapple – for enhanced breakfast or brunch occasions.
Tropicana’s Multivit Boost range is also being rebranded, with the introduction of two new flavours – Mixed Berries and Smooth Orange – in the 850ml £3.50 RRSP carton format.
Managing director Elizabeth Ashdown said: “Tropicana isn’t just any juice, it is THAT juice – and this new design confidently and rightfully celebrates the Tropicana quality and taste difference.”
