Masterfoods is stepping up its presence in sugar confectionery - with a sugar-free offering that it claims will create a completely new category.
AquaDrops will hit shelves for the first time later this month, promising consumers the supposedly new experience of “instant hydration” in a sweet.
Shying away from an all-out battle in the cluttered breath freshening arena dominated by Wrigley, Polo and co, Masterfoods claimed it had identified a new opportunity in
the £1.5bn sugar market.
Spokeswoman Sam McElligott said “extensive consumer research” had shown there was an opportunity for a new product in a tablet format that could quench thirst. In particular, she said, consumers were looking for something portable and easy to take on a number of occasions such as after a heavy night out, during a journey or before making a speech or attending a meeting.
Masterfoods now plans to back AquaDrops, which was given its first outing in the US at
the end of last year, with a £4.3m spend that will include television advertising, in-store activity and various consumer-oriented promotions.
Rsp for 32g plastic packs will be 75p. The two launch flavours are Apple and Citrus.
However, buyers reacted cautiously to the newcomer, warning that it would still have to beat competition from breath freshening heavyweights.
One said: “The product is good but I’m not convinced that consumers will buy into this idea of hydration. After all, that’s what drinks are for and it’s not exactly difficult for people to take a small bottle of water with them. Just look at the size of the water market now.”
Simon Mowbray
AquaDrops will hit shelves for the first time later this month, promising consumers the supposedly new experience of “instant hydration” in a sweet.
Shying away from an all-out battle in the cluttered breath freshening arena dominated by Wrigley, Polo and co, Masterfoods claimed it had identified a new opportunity in
the £1.5bn sugar market.
Spokeswoman Sam McElligott said “extensive consumer research” had shown there was an opportunity for a new product in a tablet format that could quench thirst. In particular, she said, consumers were looking for something portable and easy to take on a number of occasions such as after a heavy night out, during a journey or before making a speech or attending a meeting.
Masterfoods now plans to back AquaDrops, which was given its first outing in the US at
the end of last year, with a £4.3m spend that will include television advertising, in-store activity and various consumer-oriented promotions.
Rsp for 32g plastic packs will be 75p. The two launch flavours are Apple and Citrus.
However, buyers reacted cautiously to the newcomer, warning that it would still have to beat competition from breath freshening heavyweights.
One said: “The product is good but I’m not convinced that consumers will buy into this idea of hydration. After all, that’s what drinks are for and it’s not exactly difficult for people to take a small bottle of water with them. Just look at the size of the water market now.”
Simon Mowbray
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