Page 36 - RetailWorld-May2021-Tobacco-Updated

HOT BEVERAGES FROM PAGE 33 An organic alliance According to Bean Alliance Group Director of Marketing, Strategy & Development Susan Castle, the business can “strongly attest” to the market demand for properly certified and locally roasted coffee, as its brands, bean ground & drunk and Oxfam Fair Coffee, are leading the way in the organic certified segment. “Consumers continue to demand \\\\\\\[supply chain\\\\\\\] transparency,” she said. When it comes to supporting its retailers, Bean Alliance says it focuses on “everything around the marketing mix”. “Firstly, we understand our competitive point of difference, why people seek out our product on shelf and how to make it easier when they demand supply chain transparency via clear on-pack claims,” the company said. “We back this up with online brew-method tips, content relating to origin, roasting and cause related communications. “We support the industry via deep- dive campaigns to assist consumers to recognise the product credentials as authentic – for example, Fairtrade, Australian Certified Organic, Swiss Water Method. “All of this combines to \\\\\\\[form\\\\\\\] a product that is sought after.” The company notes that Woolworths has added to its coffee range 1kg packs of “the three top selling lines”: bean ground & drunk Classic and Espresso, and Oxfam World Blend. Bean Alliance identifies the “rise and rise” of capsules as having been a “big challenge” for the company, with “continuous” category growth for 10 years. At the beginning of the pandemic, 34 RETAIL WORLD MAY, 2021 the bean ground & drunk brand was available on shelf only in Roast and Ground, Ms Castle says. “We swiftly identified that consumers would continue to consume coffee during lockdown,” she said. “It’s just that their place of consumption would alter. So, we pivoted our roasting to retail packs and additionally launched Fairtrade and organic capsules. “Under the adage of ‘if you can’t beat ’em, join ‘em’, we were able to provide for all brew methods and ride the wave of demand in the category.” To support the shift in consumption, Bean Alliance launched a training series on home brewing to assist consumers to make coffee at home with expertise. In terms of advice, Bean Alliance urges retailers to listen carefully to their customers and their suppliers to leverage and share knowledge. “Retailers will benefit from working collaboratively with suppliers,” the company said, adding that they should “think outside the square”. “For example, when shelf space expands and retracts, and retail buyers express frustration that they can’t fit new product on shelf, but which they’re keen to range, brainstorm where else it could go.” Bean Alliance believes an “era of ethical transparency and traceability” is ahead for coffee as consumers become more conscious than ever of the impact of their choices. “As market leader in the ethical sustainable category for beverages, with bean ground & drunk and Fair coffee, specifically coffee,” the company said, “we can expect to see the continued rise of, and demand for, not only ethical coffee, but also sustainable coffee addressing the ecosystem (environment, community) as a whole.” Functioning better Sipp Instant is interested in a better way to do things, with co-founder Dylan Garft saying the brand seeks to be accountable for the future of the planet, along with being the market leader in functional (instant) coffee and latte products. “Our products are sold online to a global customer base – 50 countries and counting,” he said of the company that was launched in Byron Bay. “Our strong social media following combined with our innovative first-to- market healthy premium instant coffee is allowing us to scale quickly and grab majority market share. “Recently winning the Audi Innovation Award for business at the GQ Men of the Year Awards highlighted that our range of healthy organic instant Coconut Coffee, Chai and Matcha is being recognised as market leaders in the new coffee revolution.” Mr Garft notes that Sipp Instant’s products are organic and vegan, which he considers “huge strengths”. The packaging is also claimed to be “home compostable”. “People are becoming more conscious of their spending, want more bang for their buck and want added functionality from their products,” Mr Garft said. “They will still pay for quality if the whole brand picture and story resonates with them more than just ‘it tastes good’.” Talking NPD, Mr Garft says the initial concept for a range of functional RTDs has been received well with buyers. These are expected to roll out in Q4 2021. “We’re also starting concept on a range of functional mushroom coffees,” Mr Garft said. “Mushrooms are grown locally in the Byron Bay hinterland.” Looking to next year, he added: “Other concepts likely for 2022 are plant-based protein supplements, additional powdered creamers (oat, almond, etc), new latte flavours and expanding the range of RTDs.”