Keeping it interesting for consumers and securing more presence on the shelf.
Introducing new flavours is one way for a brand to gain more shelf space and stand out in a crowded market.
Fanta in position 11, with a CRP growth of 10%, had another strong year and further developed their presence at Halloween with the launch of the dark orange variant. The brand also launched a grape flavour which achieved sales of £5 million. For the brand as a whole it's Fanta Zero which is driving growth - an increase of 27% - and Fanta have in the last year significantly increased their physical presence in the discounters.
Lucozade in position 5 is seeing particular growth from the Energy range. This is driven by flavours which were up by 48% and supported by widespread £1 pricing of the litre bottles. This year’s launches included watermelon and strawberry although cherry was the most successful. Lucozade Sport also performed well, contributing to the 2% CRP growth.
Coca-Cola, the top beverages brand this year has a CRP increase of 7% with innovation contributing 10% of their growth. The key growth came from Coca-Cola Energy and the mixer range which has been developed to accompany dark spirits.
For number two brand Pepsi, the core flavour Pepsi Max is the main driver of growth, but the launch of the raspberry flavour was very successful with 6% annual penetration in the take home market and 3% out-of-home.
