Targeting consumers looking for healthier, non-alcoholic drinks
Orangina 'Shakes' up soft drinks industry debuting Orangina Light 250ml bottle
The low calorie, sparkling orange soft drink is exclusively for the on trade channel - bars, restaurants and cafés – sold to consumers.
Premium bulby shaped glass bottle
Jamie Nascimento, head of marketing, Orangina, told BeverageDaily, this is the first time Orangina Light has been available to the on trade and will be sold in its premium bulby shaped glass bottle.
“Orangina Light offers the same Orangina taste, but with fewer calories and with its nostalgic packaging and ‘Shake and Serve’ ritual, it offers the ideal trade up option for modern consumers,” he said.
“With alcohol consumption declining and consumers looking for lighter options, the launch provides drinkers with a healthier alternative which does not compromise on taste.
“We have seen a growing demand from consumers for lighter drinks and we are confident Orangina Light, will meet this demand.”
The launch will be supported by a UK nationwide £4m ($5.7m) marketing and advertising campaign which will support the brand as a whole including outdoor, digital, social, experimental, TV and POS.
According to Nascimento, the Orangina Light 250ml bottle provides the channel with a strong sales opportunity as 60% of consumers (Mintel soft drinks report 2015) would like to see an increased range of soft drinks targeted at adults.
Sugar concerns - a key driver
The Mintel report suggests value growth in the CSDs (carbonated soft drink) market has outpaced volume growth over the five years to 2015, reflecting inflationary pressures. The weather and consumers cutting back on the amount of CSDs they drink – with sugar concerns being a key driver for this – have dampened volume growth.
It claims, the off-trade channel outperformed the on-trade in volume sales over the 2010-15 period, echoing the wider trends of consumers cutting back on dining out. However, on-trade volume sales are expected to return to growth going forward, on the back of rising real incomes.
“That nearly half of adults view low sugar content as more important than the brand highlights how essential it is that brands’ diet/light variants are widely available to retain users,” said Colette Warren, food and drink analyst, Mintel.
“However, concerns continue to linger about artificial sweeteners, translating to marked interest in plant-derived sweeteners in the CSD market.”
Nascimento said since 1936, Orangina has been hailed for its ‘sparkle’.
“It’s a highly versatile product which can be served as a soft drink, low calorie mixer or as a base for cocktails and mocktails,” he added.
The 250ml glass bottle is available now with a RSP of £2.25.
Lucozade Ribena Suntory (LRS) was formed in 2014, and is part of Suntory Beverage & Food Europe. Its portfolio includes Lucozade Energy, Lucozade Sport, Ribena, Orangina and V Energy.
