Boost Drinks and United Wholesale have successfully trialled a dedicated Iced Coffee fixture in depot, with the fixture resulting in a 12% increase in category sales since its installation in September 2023, four times the standard growth rate currently being seen within the market.
RTD Iced Coffee has grown from £109m in 2019 to £244m in 2023 and the coffee fixture led by Boost customer marketing manager Amy Ankrah saw iced coffee products from leading brands featured in a dedicated front-of-depot display.
Through this activity, Boost has helped educate its wholesalers on the importance of allocating specific iced coffee presence in these spaces to capitalise on the growing segment, alongside ensuring strategic online comms remains a focal point for brands to help further engage retailers and drive sales within the category.
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Christopher Hewitt, trading director at United Wholesale, says: “Boost Drinks is leading the charge on driving engagement to the RTD Iced Coffee category, by implementing this unique fixture that shows off the brand’s chilled coffee offering and shines a light on the category – inviting competitor brands to join them in this crucial front of depot display. With the chilled coffee category continuing to grow and grow, we’re always keen to encourage activity that helps support and drive category awareness. After several positive months for both the brands and retailers already, we’re looking forward to seeing the continued success that we know this activity will deliver.”
Amy Ankrah, customer marketing manager at Boost Drinks, added “We know that the UK Iced Coffee market is growing rapidly as iced beverages continue to be a popular option for consumers. We at Boost Drinks are passionate about being an honest broker, and nurturing our retailer relationships is key to us; with the category growing at such a rate, retailers have a huge opportunity to draw customers in and maximise their sales. Ensuring we’re working honestly and fairly, this unique in-depot fixture provides the category’s top selling brands with a space that works to drive retailers to our iced coffee products and in turn, encourage significant growth to the Iced Coffee category as a whole. Building on the success of this project we would love the opportunity to work with other customers to help deliver this success across the wider range of functional drink categories.”
