The following content originally appeared in Beverage Innovation issue 130, which you can subscribe to here.
Part of the Kofola Group of companies Hoop Polska have launched five new Arctic branded functional drinks onto the market. Claire Phoenix asked Hoop Polska marketing manager Patrycja Giurko about attitudes in Eastern Europe towards such functional beverages and how it fits within the Hoop Portfolio.
What does the range comprise?
Sold under the slogan: “Mój dzień jest na plus!” (My day is positive!) The Arctic range comprises five functional drinks.
ARCTIC+ Caffeine = Activity Caffeine stimulates the central nervous system, improves efficiency and concentration, and boosts brain functioning. Niacin reduces the feeling of tiredness. ARCTIC+ Guarana = Energy Guarana gives you a shot of natural energy for the whole day. It improves efficiency, supports regeneration and increases endurance. It also contains niacin and folic acid.
ARCTIC+ Zinc = Slim – with no sugar added and only 0.6 Kcal/100 ml. Zinc is an important microelement that helps you to stay slim. It regulates metabolic processes, decreases hunger, deacidifies the body and strengthens skin. The entire bottle contains only 4.5 calories.
ARCTIC+ Vitamins B3+B9+B12 = Strengthening. Vitamins B3+B6+B12 play a vital role in the proper functioning of the body.Vitamin B3 reduces tiredness and improves the condition of skin and hair. Vitamin B9 prevents anemia, and supports the liver, stomach and intestines. Vitamin B12 exerts a positive influence on memory and concentration and has a calming effect on the nervous system.
ARCTIC+ Magnesium = Balance Magnesium is a microelement that is essential for the proper functioning of the body. It supports mental balance, purifies the liver, strengthens the immune system, protects walls of blood vessels and strengthens teeth and bones.
ARCTIC+ drinks are available in elegant 0.75 litre bottles. Closures are of different colours, and each of them corresponds with the label and function of a particular drink. A transparent foil label enhances the design.
What was the thinking behind this launch i.e what prompted it?
Basically global trends. Arctic+ is targeted at beverage consumers who are looking not only for refreshment but also for something boosting their health and energy level. This is a new sort of product for the Polish market. It belongs to the functional waters segment but by law these are beverages. Our beverage consumers are migrating more frequently towards water and flavoured water ranges due to their transparent, colourless contents. Most of them perceive such liquids as better for their health than more colourful equivalents. Visually they look like classical waters, however from the point of their formulation they are more like their coloured equivalents.
Who is the target market?
Dynamic urban citizens who try to cope with many things at the same time and so attempt to maximise their spare time. They think positively, are world curious and take care of themselves. Not only is the way they look and the food they consume important for them, but also their social relations.
Where will it be sold?
Following 10 months in development it is sold through modern and traditional trade channels throughout the whole of Poland.
Where does this fall into the Hoop Portfolio?
Hoop is one of the key soft drinks producers in Poland. And Hoop Poland is part of the Kofola Group, which is one of the most significant producers of non-alcoholic beverages in Central and Eastern Europe. Our business is divided between sales of branded products and private label. The Hoop Poland portfolio consists of two brands with a very strong market position. Brand Hoop Cola takes 3rd place on the Polish market and Paola syrup is a segment deputy leader. We have strong brands within the markets mentioned before, however until now we have not been particularly active with a water brand. Whereas the water market in Poland has been worth more than 1 billion PLN (€250 million). We can see that the Polish market will grow as consumption per person is still lower than the EU average. Arctic is our response to consumer interest in such beverages with a brand that was launched at the beginning of the 90s. It was successful then but it has not been supported in recent years. Our strategy is to use a brand that still has strong brand awareness and build an umbrella brand with a unique consumer value proposition. We want to be a comprehensive beverage producer so will not neglect other segments such as children’s drinks thanks to our JUPIK brand; non carbonated soft drinks with JUPI; or economy and value drinks with MR.MAX. Our products are in most significant distribution channels on the Polish market. In the modern trade and traditional trade channels our beverages are available in well known retail chains such as Tesco, Auchun, Carrefour, Lecler, and Kaufland as well as being distributed by the largest distributors and wholesalers such as EuroCash, Special, Makro and Selgros.
On what type of line is it filled?
The only investment was for a new bottle design and labelling, as we produce the new range on our current cold fill line.
What’s next for Hoop?
We plan to extend the Arctic range with subsequent functional SKUs and more flavour variants of classic Arctic.
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