Jimmy’s Iced Coffee is rebranding its Strong product to feature flash-style graphics on-pack, to grab attention in chillers and win over a younger fuel seeker who is looking for an energy drink alternative.
The rebrand will also be timed to coincide with the launch of the new 380ml BottleCan, a larger format for those morning missions or afternoon slumps, bringing iced coffee to more occasions. The updated packaging and new format will be rolling out in grocery from 14 March.
Jimmy’s, the UK’s fastest growing Ready-to-Drink coffee brand (from those with over 1% share)1 is well positioned to innovate with its flavours and formats to appeal to a wider shopper base, and increase spending within the category. In fact, the Ready-to-Drink coffee category has gone from strength to strength in recent years, now worth an impressive £384.9m and growing at 10.3% MAT year-on-year2 - showcasing a high-value opportunity for retailers to tap into.
Russell Goldman, Managing Director, Breakthrough Brands, Carlsberg Britvic, comments, “The launch of the rebranded Jimmy’s Strong Iced Coffee pack and larger format is to appeal to our younger audience, in particular ‘fuel seekers’ who may opt for Jimmy’s over an energy drink. The product is the perfect pick-me-up throughout the day, and a great opportunity to recruit energy drink shoppers to the category. Ultimately, we want to support retailers in driving sales and footfall into store, and the iced coffee category shows strong potential to do this. With the Jimmy’s Strong Iced Coffee rebrand and launch of the new format, we’re offering even more choice in the chiller.”
The launch, rolling out from 14 March, will be supported with branded assets and merchandise, experiential activation, PR and influencer activity.
RRP & Listings
380ml - £3 – BP
250ml – £1.75 – Morrisons, Waitrose, Sainsburys
Notes to Editors
Contact:
For further press information, please contact the Carlsberg Britvic team at Cirkle.
Email: britvic@cirkle.com
Tel: 01494 731 750
All reader enquiries should be directed to: Customer Services, Carlsberg Britvic on 0345 7581781
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