Called Vie Shot and branded as a Knorr product, it is the first non-dairy drink to be launched in a one-shot format in the UK and also the first in the 100ml size to carry a 5-a-day claim. A container counts as one portion of the five recommended daily portions of fruit and veg.
One-shot health drinks is the fastest growing fmcg category, with a rise in value of 76% year-on-year [ACNielsen Scantrack December 25, 2004].
The decision to move away from dairy is designed to have a two-pronged approach. The drinks will not only appeal to the large group of people in the UK who are lactose intolerant but extend usage away from the breakfast table, said Unilever.
“Ninety one percent of one-shot drinks are drunk at breakfast time,” said Unilever business manager Julie Gilroy. “This is quite restrictive to driving sales. We are opening the category up to non-dairy, which is a massive opportunity for new penetration and new consumers. It is the first 5-a-day claim in the category and it is not confined to breakfast.”
The drinks come in three flavours - apple, carrot & strawberry; orange, carrot & banana; and kiwi, pumpkin & banana. The launch is backed by a £6m marketing campaign, including sampling and a TV ad during August and September.