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THE BEVERAGE GUIDE FROM PAGE 40 Keeping coconut water winter relevant Like the beverage category in general, says H2coco Marketing Manager Rachel Lindley, coconut water sales decrease slightly over winter across most channels, especially within P&C, as consumers feel less need for “rapid on-the-go hydration”. “In order to remain relevant throughout the winter months, it’s important to identify other occasions in order to provide a suitable solution to consumers at key moments in their day,” she said. “Time of day, the weather, what we’ve got on for the day and how our body is feeling are all factors that can steer our decision around what a consumer will choose to drink. Energy level, comfort and even our mood ... it’s about tapping into these experiences and providing customers with relevant solutions and remedies that meet their needs in that specific moment.” Elaborating, Ms Lindley says H2coco has taken this approach with its new range of 100 per cent natural 500ml prebiotic juices made with real fruit. “Our range consists of three occasion- based juices: Immunity Mix, Belly Mix and Brain Mix, each blended with fruits, vegetables and functional plant- based ingredients specially chosen to nourish the body and provide a relevant solution at a key moment,” she said. When asked about the future of H2coco, National Sales Manager Alex Quinlivan says the company’s mission from day one has been to empower people’s lives towards making every day healthier. This is said to be the driving force behind everything H2coco does. “Our future sees us taking our passion for better-for-you beyond what we offer consumers,” he said. “We’re committed to sustainability and have been working on an exciting new partnership that will enable us to be better for the environment, too.” Re-engaging with hot beverages Beverages is a “re-engaged category” for Arthur Brunt Quality Grocer in 2021. As Managing Director Craig Brunt explains, the company has been absent from the category for 34 years, having established a number of beverage brands on the market in the 1970s and 1980s, including the Taylors of Harrogate Tea and Ocean Spray ranges. “We’ve observed two interesting beverage category developments over the decades,” he said. “Firstly, evolution in the Australian tea \\\[bag\\\] market – there’s very little mid- premium segment. This is in contrast to the European supermarket experience where the mid-premium of quality teas in 20 pyramid packs or similar is second only to the value/mid segment of 10s, 50s and 100s double chamber bags. “Australia largely skips the mid- premium and jumps to premium/ speciality teas in the $7-$14 segment. The mid-premium segment is an opportunity for retailers to not only offer a great quality product to consumers, but also generate additional revenue from consumers migrating upmarket from value/mid where revenue per serve is around 12 cents, to mid- premium where revenue per serve is around 30 cents.” Addressing this, Arthur Brunt Quality Grocer is launching the Loyd hot tea range during the second half of 2021. This includes: • Black teas – Intense Black, Gold Ceylon, Earl Grey, Lemon Black. • Green teas – Sencha, Gunpowder, Lemon & Lemongrass, Matcha Ginger. • Fruit teas – Orange, Cranberry Ginger, Forest Fruit, Rosehip & Apple. The marketing plan for the new range includes billboard and social media advertising, and in-store displays with a compact footprint (48 x 35cm) that is said to allow the complete range to be presented to shoppers without the need for additional shelf space – while also not obscuring other products on shelf. In terms of the second development, Mr Brunt notes that the instant cappuccino/latte market has developed into “what’s now largely a duopoly of Nescafé/Douwe Egbert, with Avalanche largely leaving the market – at least the independent trade”. “The market has significantly grown this past year with Covid, as well as consumers having their lattes and cappuccinos at home more often,” he said. “Volumes have grown, but margins for independent retailers have been squeezed, with de facto pricing approaching $3 through heavy promo rotation. “With the Mokate brand, a market leader in the instant cappuccino/ latte segment in Europe, Arthur Brunt Quality Grocer is launching a third choice. The key benefits for consumers and retailers are restoring margin for independent retailers and a superior quality product for consumers at a mid- market RRP of $5.80. Mokate is the only instant with real ground coffee in every cup, and unique flavours in the range, such as Irish cream.” 42 RETAIL WORLD JUN, 2021 TO PAGE 44