Cott bares all for natural private label plans
A spokesperson for the company told BeverageDaily.com that following the initial launch of the Bare All range exclusively at UK-based retailer Tesco’s domestic stores, there were possibilities for a possible global extension of the natural products.
Last month, the Confederation of the Food and Drink Industries of the EU (CIAA) suggested a shift was occurring in consumer spending towards private label goods. In new findings, CIAA said the segment currently accounts for 48 per cent of traditional retailers’ products and 94 per cent of food and drinks on the shelves of discounters.
Amidst this consumer interest, some manufacturers suggest that the current economic climate is more favourable to innovation in private label products over branded goods.
Soft drink concerns
In launching Bare All, which the manufacturer suggests is produced from completely natural ingredients, Suzanne Glancy, marketing director for the range, said that the product has been devised to meet consumer concerns about soft drinks currently available on the market.
In terms of the potential benefits for ‘own-brand’ manufacturers in launching more innovative types of drinks in the economic downturn, Glancy claimed Bare all’s own blind testing for the range favoured it over branded rival products.
“[The testing showed] that it outperforms leading competitor brands, demonstrating perfectly the product’s success in achieving a delicious fruity drink, which is made from 100 per cent natural ingredients and reasonably priced,” she said.
Innovation
Tony Keller, president of US innovation company Tandem Rain, which works with both branded and private label suppliers, last month told sister publication FoodNavigator.com that private label manufacturers were being increasingly innovative in product development.
“ They are not just copying – they aren’t afraid to put them on the shelf,” he said.
Keller added that a marginally successful private label product can be totally acceptable for manufacturers, whereas branded manufacturers will only introduce innovations that are sure to be a total success.
“That leaves everything between marginally successful and totally successful open for the Private Label brands. That is a lot of successes,” he stated.
