The new packs create an opportunity to capitalise on a previously untapped market for a branded sports drink at a value-for-money price point in the steadily growing sports drinks sector. The rebranded bottles stand out on-shelf and encourage impulse purchasing by consumers, which will help boost sales.
Neal Haworth, category marketing manager (soft drinks) at Aimia Foods, said: “The new Slazenger S1 price-marked packs are great news for retailers and customers. Not only will the price point stand out in the chiller, but it will encourage sales from customers looking for great value.”
The introduction of the rebranded bottles is the latest development from Slazenger S1 sports drinks, which has had a successful year in the sports arena. Manufacturer Aimia Foods has become a regular on the sports scene by securing a number of sponsorship deals with high-profile sporting events such as the All England Badminton Championships, British National Squash Championships and England Basketball League Final Fours Championships. The latest deal secured by Aimia is The Co-operative World Netball Series, which takes place from 9-11 October 2009 at the Manchester Evening News Arena.
“Slazenger S1 is continually being showcased to national audiences, which is fast making the sports drink the brand of choice at top sporting events,” said Haworth. “The price-marked packs demonstrate how the brand is capitalising on the gap in the market for a branded sports drink at a value-for-money price, while still positioning the product as the drink of choice for demanding sports and dedicated sports people.”
The hypotonic drinks are available in two flavours – mixed berry and orange – and come in 500ml bottles.
Source: Aimia Foods
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