NPD Trend Tracker: From functional drinks to brand redesigns
Mockingbird releases gut shot
UK juice company Mockingbird Raw Press is releasing a gut shot. Developed using honey, lemon and lemon balm, enriched with chicory root fibre for gut health, the gut shot includes the complete daily allowance of vitamins A, B, C and D in each 60ml shot, according to the brand.
“Since we first launched into the Shots category at the end of last year, we’ve been invigorating the space, injecting fresh colour, flavour and functional benefits, as well as introducing vegetables into the mix. With Gut Health such a major trend and with research showing this to be relevant to the juices and smoothies category, the launch of our Raw Gut Shot SKU was a natural next step for us. We’re super proud of the product and to be bringing all our expertise in taste and nutrition into the gut health space. As ever we are very grateful to have the continued support of Waitrose and can’t wait to hear what our customers think,” said Mockingbird co-founder Chris Laidlaw.
The drinks are available at Waitrose now at an RRP of £6.25 for each 420ml dosing bottle.
Former footballer launches new functional drinks brand
Former Premier League footballer and The Turmeric Co. founder Thomas 'Hal' Robson Kanu has launched Raw Hydrate, a new electrolyte-heavy functional drinks brand, into the UK supermarket retailer Sainsbury’s.
As well as providing hydration, the brand, which was developed over the course of 20 years, aims to improve muscle function, fluid balance, and regulated blood pressure. Kanu developed it with his father.
The drinks are available in three flavours; pineapple, mint and pomegranate. According to the brand, each drink contains 3,600mg of electrolytes, counts as one of your five-a-day, contains only 60 calories, and is free from artificial colours, flavours, sweeteners and added sugars.
“Raw Hydrate is a natural extension of our mission at The Turmeric Co. – to harness the power of nature to fuel a healthier, more vibrant life. The great success of The Turmeric Co. is a testament to more and more people turning to functional drinks to fuel their bodies and we’re confident the launch of Raw Hydrate will prove just as successful. Raw Hydrate is more than just a drink, it’s a force for good and a connection to the natural world that empowers us to thrive,” said Kanu.
It is available at an RRP of £2.50 for each 250ml drink.
Chocolate brand Gnaw revamps identity and launches new flavours
Gnaw, the UK chocolate brand, is revamping its brand identity, centred around the nostalgic comfort food trend. This coincides with the brand’s launch of new flavours, which include
- New York Cheesecake (milk chocolate)
- Raspberry mojito (milk)
- Sticky Toffee Pudding (milk)
- Espresso Martini (milk)
- Honeycomb and Caramel (milk)
- Popcorn and Peanut (milk)
- Seville Orange (milk and dark chocolate)
- Peppermint (dark and milk)
According to the brand, it also works with ‘ethical’ Colombian cacao producers, uses compostable and recyclable packaging using vegetable inks, and produces all products using clean solar energy.
“Over the last 12 months the team and I have been immersing ourselves within the latest food trends, not simply within chocolate but throughout all the key lifestyle food and drink movements. We have always known that we made incredible chocolate but needed to reaffirm our commitment to unearth bold, unapologetic flavours that tap into happy childhood memories, comfort food yearnings and happy nostalgic moments,” said Mike Navarro, Gnaw’s managing director.
“Initial feedback from both loyalist and pending retailers has been nothing short of incredible, so we simply can’t wait to see how consumers respond in the run up to the festive season and beyond!”
Gressingham Duck revamps packaging for crispy duck range
UK meat brand Gressingham Duck is revamping the packaging for its crispy duck range. The new packaging for its Crispy Duck with Pancakes and Hoisin Sauce dish contains new photography and, according to the brand, ‘cleaner’ product information. It was designed by brand design and strategy consultancy Springetts.
“We are really thrilled with the rollout of our new branding, and in particular, the clearer messaging it displays. The side of pack is crucial to how products are merchandised, so we are really happy with what the designers have come up with and how the new packs really stand out on the shelf,” said Rebecca Alderton, brand manager at Gressingham Duck.
“Gressingham Duck is a very recognisable brand and the new packaging makes use of increased space for our logo. We have continued the red background and incorporated a patterned border which links to Asian-style cuisine. It was very important, whilst rebranding, to keep things consistent with the old packaging.”
“We’re excited to unveil our refreshed design for the Gressingham Crispy Duck range, inspired by the rich and bold colours of modern Oriental dining. We’ve created a striking black and red table setting that ties in with the Gressingham branding. Opting for a relaxed food styling approach to enhance taste appeal and authenticity. To improve shelf visibility, the product name has also been given greater prominence, ensuring it stands out in any retail environment,” added Lou Elms, creative director at Springetts Brand Design.
The new packs of Crispy Duck are available from Ocado, Sainsbury’s, Waitrose, Morrisons and Tesco priced £8.
Little’s releases Toffee Nut flavoured coffee
UK-based coffee brand Little’s has announced a new flavoured coffee. Its Toffee Nut flavoured Arabica coffee will be available in Nespresso-compatible capsules. The coffee, according to the brand, contains no added sugar and 4kcals per cup.
The brand developed this flavoured coffee in response to the trend for flavoured coffee. Half of millennials and Gen Z, according to the brand, buy flavoured coffee regularly out of the home.
The coffee will be available at Tesco, Sainsbury’s, Amazon, Ocado and the brand’s website, priced at £4 per ten-capsule pack.
