Crediton Arctic new packaging

Source: Crediton Dairy 

The brand is now the second largest in the iced coffee category by volume

Crediton Dairy has revamped the branding and packaging for its Arctic iced coffee brand in a bid to capitalise on accelerating growth in sales.

Based on the findings of extensive consumer research, the new branding will roll out across the range this month and will play up the range’s taste and strength credentials, Crediton said, and would boast a new “more lively” polar bear mascot. Each of Arctic’s five flavours now also have their own colour.

The move follows an 87% increase in value sales over the past year [IRI 52 w/e 11 July], while sales over the 12 weeks to 11 July rose even higher, by 130.5%. In volume terms, the brand is now second only to Starbucks, having overtaken Emmi to reach a market share of 16.2%.

“Over the last couple of years the Arctic Coffee brand has grown significantly in terms of new flavours, pack sizes, retail distribution and sales,” said brand manager Jo Taylor.

“We therefore felt the time was right to refresh the brand to enable us to build upon and optimise its success and provide the basis for future range extensions.”

She added: “The new clutter-free pack designs focus on calling out what consumers have told us is key to them choosing an iced coffee, but in doing so, we’ve retained the brand’s distinctive personality and stand-out appeal to ensure we don’t simply blend in with others on shelf.

“Our Arctic Coffee consumer panel loved the new designs and felt they represented a more ‘grown up’ version of Arctic Coffee.”