Page 46 - Demo

HEALTHY LIVING FROM PAGE 43 more appealing to consumers. “Moving forward, our plan is to provide a comprehensive varietal portfolio to offer consumers a wide range of wines to choose from, and to collaborate with retailers on the exposure, awareness, and education of non-alcoholic wines in the market.” Forging change in happy hour While the non-alcoholic category mainly comprises beer, spirit and wine options, East Forged co-founder Tania Stacey says it also includes drinks that are “adult tasting” and suitable options for special occasions. She says East Forged was formed by two competing and experienced tea business owners. “Kym \\\\\\\[Cooper\\\\\\\] and I formed an unlikely alliance over a shared passion: to create a modern healthy tea beverage that’s a little bit tea, nitro \\\\\\\[and\\\\\\\] brewed – looks like a beer but tastes like tea,” Ms Stacey said. “East Forged \\\\\\\[has\\\\\\\] merged two of the oldest and most popular beverages in the world to create an innovative alcohol-free cold brew that’s perfect for Friday night drinks, at family barbecues or a Sunday brunch. Ms Stacey says Google is used “to drive the customers to our outlets to provide support”, and Facebook and Instagram “to educate and inform”. Looking ahead, she encourages retailers to be prepared to see the category grow and to keep an eye out for the new non-alcohol products that will come fast into the market. “Don’t think of alcoholic-free drinks as a soft drink,” she said. “The options available offer the consumer a drink that’s well crafted, thoughtfully sourced and a purposed fit for special occasions.” Widening Slim Secrets Slim Secrets was launched more than 15 years ago, and according to founder and CEO Sharon Thurin, has “stood the test of time” as the individual nutritional solutions brand has seen “so many” brands come and go. “\\\\\\\[The\\\\\\\] demand for our products continues to grow both domestically and overseas,” she said. “We’re constantly keeping ahead of the innovation curve, which is why I believe we’ve not only survived as a brand for so long, but we’ll also see large growth in the future.” When it comes to challenges, however, Ms Thurin notes a crowded shelf space and a lack of distinction where the health nutrition section is in-store. “Our brand, for example, has previously sat in ‘diet/sports’ in Coles, but now we’re in the ‘bars and bites’ section in health,” she said. “What’s exciting for the category, \\\\\\\[though\\\\\\\], is that as ‘health’ and ‘diet/sport’ are continuing to grow, so too is the shelf space being offered.” To support retailers, Slim Secrets says it offers fresh and up-to-date packaging to clearly demonstrate product benefits. “We recently rolled out updated packaging across our entire Slim Secrets range with a contemporary, metallic new look with strong branding and easy- to-read benefits, while still remaining on-brand and standing out on shelf,” Ms Thurin said. “\\\\\\\[We’ve\\\\\\\] also collaborated with \\\\\\\[media personality\\\\\\\] Sophie Monk to launch a range of Choc Love Bites that contain protein, are keto friendly, and have no sugar added, while \\\\\\\[being\\\\\\\] indulgent tasting. “The packaging had a fun stand- out element, including illustrations of lips and chocolates, while having the most important consumer benefits stand out on pack, including keto friendly, no added sugar, gluten free. The collaboration with Sophie Monk has also enabled greater exposure in-store with communication via social media platforms and catalogue promotions.” As well as collaborating with Ms Monk, Slim Secrets has also sponsored badminton athlete Gronya Somerville. “She’s a perfect fit for what Slim Secrets stands for and is an inspiration for women around the world,” Ms Thurin said of the Australian player with a Chinese family background, “so we’ll be accessing her throughout the year to help grow our brand not only in Australia but globally.” Ms Thurin advises retailers that space and exposure for health products are important elements. “Previously \\\\\\\[these\\\\\\\] products were hidden away in small, dark areas of grocery, but more and more this exposure is improving and growing,” she said. “To have the variety, space is of optimum importance, and thankfully ... this is improving. Coles Local, which has recently opened a number of stores, has given fantastic exposure to \\\\\\\[the health\\\\\\\] category.” During October, Slim Secrets will launch a new protein product, Choc Brownie with collagen, to market, which Ms Thurin says “tastes great and is keto friendly, has no added sugar and contains protein and fibre to help keep you fuller for longer”. “We’ll be launching these products with Sophie Monk,” she said. “She’ll be doing social media, radio, TV, magazine and other press to help with the launch. “The brownie is launching into Coles nationally in November and we’re doing a catalogue promo with them in January, which is one of our peak sales periods. We’ll also be using PR.” “A delicate ‘real tea’ flavour and fruity aroma, lively mouthfeel and frothy finish make our brews a sensory drinking experience without the hangover, added sugars or sweeteners.” The brand is said to have been developed to stand out on the shelf with “bright and fun tea pets”. “It taps into the nostalgia of the millennial customer,” Ms Stacey said. “It’s unique and a real standout among the current beverage offerings. “\\\\\\\[We’re\\\\\\\] working to change happy hour in Australia.” In terms of marketing, East Forged advertises where its consumers live – online. 44 RETAIL WORLD OCT, 2020