Coffee brand Rocket Fuel has filled a niche in the impulse market with its Rocket Fuel Power Shots. Sold as a hot espresso fix with added guarana, the click, shake and drink design means the coffee can be self-heated in the cup in 40 seconds without adding hot water. The heating mechanism is due to a reaction between water and calcium chloride inside the cup.
As the popularity of pomegranate shows no sign of abating, Rubicon has launched Pomegranate Exotic Juice Drink in a 288ml carton, which is a first for the UK in terms of pack format for the flavour, according to the company. The drink has convenience, health and premium credentials and is in line with a growing consumer interest in more exotic flavour combinations.
The Fabulous Bakin& ' Boys launched a Belgian waffle in early 2006. Available to buy in shelf-ready cases of 24, each 60g waffle comes individually wrapped in an eye-catching purple film. Brand manager Kay Hogg says: "We are responding
to demand from retailers and independents for alternative snacking options to traditional confectionery and chocolate."
Green & Black's entered the impulse sector with
a new 35g format in March. Retailing at 69p, the Dark 70%, Milk, White and Maya Gold variants will provide incremental sales for the UK's fastest growing confectionery brand with year-on-year growth of 70% [ACNielsen MAT to December 31, 2005].
Kettle Chips has launched a Buffalo Mozzarella, Tomato & Basil variant following a public vote on their favourite flavours. Consumers were invited to nominate their favourite seasoning online. The new variant (available in 150g and 40g) will replace the winter edition, Wensleydale & Cranberry.
Unilever UK Foods is launching an on-pack promotion on its Peperami brand to increase awareness of the product during the World Cup. The 'Fanimal' promotion represents Peperami's biggest through-the-line campaign since the product's launch in 1982, and includes TV, press and posters. Available from the end of last month, the promotion forms part of a £3m marketing spend in 2006, including TV advertising.