With the year drawing to a close, Better Wholesaling has exclusively interviewed wholesale leaders from across the UK and put together a list of the best product launches and promotions in 2014.
Some of the biggest brands have launched lines, backed by high-profile media campaigns and promotions. The best-planned support packages have included excellent point-of-sale material and pre-launch communication. The right price-points, strong retail margins and ‘smart’ pre-sell campaigns have allowed wholesalers to tap into trends for healthier options, value offerings, and exciting new flavours and formats.
Here, we present 25 products, selected with the help of wholesalers, that have set the trade alight this year.
The panel:
Coca-Cola Life
Launched: September
Unveiled with a blaze of media support, Coca-Cola Life was a fresh new product for the Coca-Cola portfolio and is aimed at adults looking for a lower calorie option. It has a third fewer calories and is designed to give people another option to fit their lifestyle.
Viewpoints:
Martin Williams, MD of Landmark Wholesale: “In terms of new product development, the launch of Coca-Cola Life is meeting consumers’ need for great taste and low sugar.”
Sony Bihal, MD of Time Cash & Carry: “Coca-Cola Life has been a new and refreshing addition to the existing Coke range.”
Ghufran Ashraf, general manager, Bestway Hackney: “Coca-Cola Life has been a big success for us – it had a lot of attention in the press, which has helped to drive our sales. That’s what you get with big brands.”
Nutella & Go!
Launched: August
This pack aimed at teens and young adults contains mini breadsticks that can be dipped into a portion of Nutella. Ferrero expected it to capitalise on the growth of the snacking market and drive incremental sales for retailers, and it has been highly successful.
Viewpoint
Noel Robinson, MD of P&H Snacksdirect and P&H Sweetdirect: “P&H Sweetdirect gained more than 7,000 new distribution points of Nutella & Go! across the independent channel during launch. Sales exceeded all forecasts and national stocks, and Ferrero’s aftercare programme for secondary siting off-fixture of Nutella & Go! hods has generated additional sales in-store.”
Old Mout Cider
Launched: March
Heineken launched fruit cider Old Mout as a direct competitor to the premium flavoured ciders Rekorderlig and Kopparberg. It is an established brand in New Zealand, and the 4% ABV range comes in Summer Berries, Passionfruit & Apple, and Kiwi & Lime flavours.
Viewpoint
Carl Cross, director, Hughson Brothers: “The best new launch for us has been Old Mout Cider from New Zealand with its three flavours.”
Galaxy Little Treat
Launched: August
Mars Chocolate launched Galaxy Little Treat as a smaller 23g bar, RRP 35p, designed to meet consumer demand for affordable, treat-sized products. The company said that as consumers are increasingly looking for value for money and ‘treating’ is growing strongly, Galaxy Little Treat will fill a gap in the market. Not only was this launch supported by an £11m media investment, it was also right on trend, with the ‘small singles’ sub-sector growing 11% year on year.
Kepak Hot Naans
Launched: April
To tap into the growing interest in world foods, Kepak Convenience Foods released Rustlers Hot Naans in two varieties: Rustlers Jalfrezi Chicken and Rustlers Tikka Chicken. Both products are made using chargrilled chicken and served in a hand-pulled naan, with a sachet of sauce for an authentic Indian feel.
