#OnShelf: Rooibos brand adds fizz to soft drinks category


by Louise Burgers. BOS launches a range of sparkling iced teas; Montego gets all festive; while retailer Massmart launches its own confectionary brands; and Parmalat uses influencers for its new Shisanyama range.

BOS takes on carbonated drinks sector with new range

South African Rooibos tea brand, BOS plans to shake up the carbonated drinks category by launching a range of sparkling ice teas – in lemon, tropical and strawberry – with light carbonation. Rooibos is caffeine free and low in sugar and kilojoules. BOS Brands CEO William Battersby has his sights set on growing the ice tea segment of the carbonated drinks market, and says their introduction of a sparkling range is a response to the trend towards healthier alternatives: “As consumers become more aware of their health they will move to categories like ice tea; and I believe we will see this category grow from its current 1% of beverages, to the global average of 7,8%.” In South Africa the majority of soft drinks consumed are carbonated, with 47% of drinks sales being CSDs (carbonated soft drinks), compared to a global average of 25%. Rooibos delivers known functional health benefits.

New limited edition festive packaging for Montego

Montego Pet Nutrition is getting into the holiday spirit early and including pets in its festive season marketing this year, with Bags O’ Wags limited-edition festive treats packaging. The Bags O’ Wags Chewies and Crunchies ranges received a festive make-over to celebrate the upcoming “season of jolly” as “these highly nutritious, wagtastically delicious treats are the lip-smacking spoil dogs love to get, and are full of yummy goodness to complement their daily balanced diet” (direct quotes from the press release). Methinks the copywriters have been breaking into the Christmas sherry a little early.

Massmart gets sweet on private brands 

Massmart has continued the expansion of its private brand offering through the recent launch of the ‘Sweetfields’ brand in its stores, which includes biscuits, candy, toffee eclairs and cordials. “Sweetfields is a response to this incredibly tough economic environment and has been positioned to provide our customers with a 10% price saving on sweet treats that are comparable in almost every way to competitor brands,” says Kate Crawford, group private brand food executive at Massmart. “These products are available at Makro, Game and Jumbo Cash & Carry stores nationwide and are a perfect festive season treat,” adds Crawford.

CAMPAIGN: Say cheese with Parmalat’s new Shisanyama slices and win

Shisanyama is a Zulu word, which refers to the way meat is cooked over hot coals. It started off as a way for butchers to drive sales over the weekends. Along with Shisanyama, a Kota with cheese is another favourite dish South Africans love to enjoy. Understanding how much we love our heritage and local flavours, Parmalat has launched Shisanyama-flavoured processed cheese slices, to ramp up a Kota (or a Gatsby, a Bunny Chow or quick sandwich over lunch). To mark the launch of this first to market Shisanyama cheese, Parmalat partnered with several of South Africa’s food influencers to create their favourite Kotas incorporating Shisanyama cheese slices into the recipe. Influencers like Teboho Caddy Tsotetsi, Luyanda Mafanya, and Malum Foodie, will be creating Kota towers and South Africans can share in the experience by creating their own ultimate Parmalat Shisanyama cheese slice inspired kotas. By posting a pic to their social media platform of choice, tagging their favourite influencers and using the #ParmalatShisanyama hashtag, they stand a chance to win a Parmalat hamper worth over R2,500.





Main image credit: Supplied.



Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.                                                                                                               


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