Flexible working and changing consumer behaviours means more people are enjoying breakfast at home, so why not tempt them with something new?
The breakfast opportunity has always been a reliable if unspectacular one for retailers but the growing number of people working from home, at least part of the time, is potentially creating a fresh opportunity to grow sales of breakfast products.
To help retailers meet that demand, SLR has taken a look around for some of the latest NPD, promotions and news.
Starbucks
Starbucks chilled coffee is the leading player in the RTD category within the breakfast market and has grown sales volumes by 25% in the last 12 months [Kantar/Nielsen, Jan 2024].
The brand is looking to maintain and accelerate that growth with the launch of a range of new Starbucks Protein Drinks with Coffee.
Carrying an RSP of £2.75, the range is available in three flavours: Caffe Latte, Chocolate Mocha flavour, and smooth Caramel Hazelnut flavour.
In March, Starbucks also extended its range of no added sugar chilled coffee drinks with the launch of new Starbucks Frappuccino Caramel No Added Sugar (RSP £2.10).
Frubes
Top-selling kids’ yoghurt brand Frubes is currently running its biggest ever on-pack promotion offering £45,000 in cash prizes to help drive sales during England’s back-to-school period.
The ‘Golden Ticket’ promotion will be clearly communicated in three limited-edition packs hitting shelves until 30 September. There is the chance to win one of five ‘Golden Tickets’ hidden in packs of Frubes valued from £5,000 to £1,000. In addition, there will be 7,000 instant win opportunities worth £5 each.
The promotion is supported by additional marketing activity developed to appeal to the Frubes core consumer including a new creative campaign on video on demand and online video, an influencer campaign focused on gaming and a fun social media campaign entitled ‘You’ve been Frubed’ that plays on 90s nostalgia.
BEAR Fruit
Fruit snacking brand Urban Fruit becomes BEAR Fruit this month. The move combines both BEAR (value sales £33.22m) and Urban Fruit (value sales £9.46m) into one BEAR Masterbrand to continue disrupting the snacking category by offering great-tasting healthier fruit snacks made from real fruit.
The combined portfolio will benefit from the strong visual identity and category-leading customer share of BEAR to upscale exposure, drive brand growth and fuel incrementality.
The Urban Fruit line up, comprising gently baked dried fruit such as mango, strawberries and pineapple will join the BEAR brand, known for its popular Yoyos and Fruit Splits, made with real fruit.
All products are made with real fruit with no preservatives, count as one of your 5-a-day, are HFSS compliant, and contain no added nasties.
Dole
As health concerns around Ultra Processed Food continue to grow, Dole is encouraging retailers to stock up on quick and convenient healthier solutions like its range of 198g fruit cups, priced at just £1.50.
Ideally suited to the chiller, the cups have a shelf life of more than 90 days which minimises waste, whilst delivering all the health benefits of fresh on the go, and even come with a handy wooden toothpick to aide eating on the move.
