Plenish, the fastest growing shots brand in the UK1, has launched its biggest campaign to date across its shots portfolio. The social and PR led activation will see boosted posts across Instagram and TikTok channels, with Sunday Times best-selling author and qualified nutritionist Emily English advocating for the brand. This campaign will help keep Plenish front of mind with existing shoppers, and targeting new audiences, supporting retailers to drive sales within the health shots category while brand awareness is at an all-time high.
It comes well timed as the brand has conducted nationwide research in a poll of over 2,000 adults and 1,000 school children (aged 6-16) to reveal the significant nutritional knowledge gap between adults and their kids. The research revealed one in five (20 %) British school children were able to correctly identify that there are 13 essential vitamins, compared with only 5 % of adults. In fact, 38 % of children know the body can naturally produce Vitamin D, compared with only 31 % of adults. Only 12 % of adults believe they consume their essential vitamins daily, with 22 % not knowing a good source of vitamins, and 13 % believing too much meal preparation is required.
The Plenish range is designed to help people drink their way to wellness through potent superfoods, the products are easily accessible to health-conscious consumers making it the perfect product for adults and kids to get their daily vitamin intake. The range is packed with cold-pressed, plant-based ingredients to meet a range of functional benefits, containing no added sugar, preservatives or flavourings while also delivering on great taste. In fact, Plenish now makes up 19 % of the UK’s Juice Shots category MAT, currently valued at £5.71m2, so it’s in the ideal position to help retailers cater to shopper demand and to continue to grow the category.
Russell Goldman, Managing Director at Plenish, comments “The research revealed some shocking results on nutritional and vitamin knowledge in adults versus children. The purpose of our campaign is to highlight this gap and drive awareness of the importance and ease of getting the correct vitamin intake and consumption of fruit and vegetables each day, particularly via our Plenish range.
“This comes at no better time following confirmation of Ginger Immunity and Berry Gut Health going live across 1,500 Tesco Express stores within its meal deal offering. The retailer now offers the full range of Plenish shots’ flavours and benefits, supported by in-store activity to help drive sales, such as our new chilled functional bay display.”
The campaign, which began its rollout this June, has seen a London pop-up on Portobello Road – Little Shot Shop – staffed exclusively by kids, it featured a market stall owner, reporter and nutritionist. The stand sampled Plenish Turmeric Recovery, Ginger Immunity and our new Mango Sunshine shots while quizzing adults passing by on their vitamin knowledge. There is also a sponsorship of Forest Bike Rides, live now, with Tesco stores selling Plenish shots in London on their interactive map. Alongside this, there will be instore POS activity in Tesco which will be live for a whole year.
The Plenish range of juices and shots is also available at Tesco, Sainsbury’s, Asda, Co-op, Ocado as well as wholesale.
1NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, value Sales Data, MAT to 25.05.24 2NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, Value Sales Data, MAT to 25.05.24
Years of research led White Claw Seltzer Works to develop the first authentic-tasting, non-alcoholic drink with the elusive and satisfying complexity of a “real drink”
White Claw®, which changed the way adults drink when it pioneered the innovative, refreshing Hard Seltzer beverage category, is now redefining drinking itself with the launch of an entirely new beverage category: White Claw™ 0 % Alcohol. It’s a one-of-a-kind premium seltzer for adults, with a depth of complexity that tastes, feels, and looks like no other non-alcoholic drink.
White Claw™ 0 % Alcohol is a breakthrough that redefines drinking. Whether you’re pacing yourself during an afternoon or night out with friends, or taking a day, a week, or a month off from alcohol, White Claw™ 0 % Alcohol provides a delicious, low-calorie, hydrating non-alcoholic choice that lets you to say “yes” to any Drinking invitation. (Photo: White Claw)
Alcohol gives adult drinks a distinct taste and flavor complexity that no one has been able to replicate—until now. When alcohol is stripped out of alcoholic beverages, like with non-alcoholic beer, then taste, flavour, and the complexity that alcohol provides goes with it. For adults seeking the same depth of flavour that they get in alcoholic drinks, still or sparking seltzers with added flavour are no substitute—they’re bland liquids that fall flat by comparison to real drinks.
After years of research and breakthroughs including development of our proprietary plant-based sweetener technology, White Claw has found a unique way to make beverages that have all the taste and complexity you expect in an alcoholic beverage, made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more.
As a leading-edge beverage company with a culture of innovation, White Claw Seltzer Works spent decades researching how taste and alcohol work together. Our investment resulted in patents and proprietary beverage technologies. Our new-to-world approach led us to develop our own iconic flavours found in no other drinks. As a result, White Claw® Hard Seltzer pioneered the most significant new alcohol category since prohibition. The craft and science that went into White Claw Hard Seltzer led us to create White Claw 0 % Alcohol, a fundamentally new kind of drink for every kind of adult drinker that could only come from White Claw.
Created with ultra-refined seltzer, White Claw 0 % Alcohol not only combines iconic White Claw flavours with elevated new secondary beverage alcohol drinks notes, but uniquely adds hydrating electrolytes—half as many as you’d find in some leading sports drinks, with only a fraction of the sugar and calories – 15 per 12 oz. can. It’s a radically new way to drink.
White Claw 0 % Alcohol arrives at a time when consumer drinking culture, once synonymous with drinking alcohol, has fundamentally changed. A new survey from White Claw found that the majority of people who drink alcohol (69 %), Gen Z (81 %), and Millennials (78 %) are interested in exploring a “sober curious” or “damp” lifestyle. However, 63 % of consumers say feelings of expectations and pressure from others, along with the fear of being judged, are making it challenging for them to avoid drinking alcohol during drinking occasions. It’s a gap for consumers that no one has addressed until now.
White Claw 0 % Alcohol is a way to say “yes” to more drinking invitations and enjoy more adult drinking get-togethers without pressure to fit in. Whether you’re wanting the complexity of a real drinking experience where alcoholic beverages might not be appropriate—like a business lunch—or pacing yourself during an afternoon or night out with friends, or taking a day, a week, or a month off from alcohol, White Claw 0 % Alcohol provides a delicious, low-calorie, hydrating non-alcoholic choice that doesn’t make you seem like an outsider. The majority of consumers agree that non-alcoholic drink options help them feel more confident in social situations where they didn’t want to drink alcohol (57 %), make it easier for everyone to enjoy social occasions together (74 %), and help them prioritise their physical health while not missing out on social opportunities (67 %).
“The industry is ripe for disruption as demand for flavourful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today’s adult drinkers want. White Claw 0 % Alcohol paves the way for an entirely new adult beverage,” said Phil Rosse, President, Mark Anthony Brands Inc. “Our newest breakthrough completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver.”
The survey by White Claw found that the majority (64 %) of consumers wish there were better non-alcoholic options available. In fact, consumers would be more likely to choose non-alcoholic drinks if they have flavors they like (83 %), were from brands they know (72 %), had electrolytes (72 %), and were low in sugar (71 %).
“White Claw 0 % Alcohol is made non-alcoholic from the start, so it’s not a lesser version of anything, it’s more. The result is a bold, refreshing choice that tastes like no other adult drink available,” added Rosse. “White Claw 0 % Alcohol is a drink for all drinkers, that empowers you to say ‘yes’ to more adult drinking occasions. We’re proud to continue to bring new news and meaningful innovations that make a difference in people’s lives.”
White Claw 0 % Alcohol features four bold flavours for a delicious, refreshing tasting adult drink with 2 grams of sugar and 15 calories per 12 oz. can and will be available in variety 12-packs and single flavour 6-packs:
White Claw 0 % Non-Alcoholic Premium Seltzer Black Cherry Cranberry: The perfect balance of natural ripe Black Cherry and a hint of tart Cranberry flavour give this an extremely refreshing depth of flavour. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Mango Passion Fruit: Natural mango and hint of tropical passion fruit perfectly complement each other to deliver an authentic and refreshing taste. Available in 12-ounce slim cans included in variety 12-packs and single flavour 6-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Peach Orange Blossom: Tastes just like a ripe peach picked off a tree with just a hint of floral orange blossom, creating an amazing, uniquely refreshing sensation like no other. Available in 12-ounce slim cans included in variety 12-packs.
White Claw 0 % Non-Alcoholic Premium Seltzer Lime Yuzu: Exquisite natural juicy Lime comes to the fore, accented by a hint of zesty yuzu citrus complexity for unmatched taste and refreshment. Available in 12-ounce slim cans included in variety 12-packs.
Just in time for Dry (or Damp) January, which the majority (62 %) of people who drink alcohol are interested in participating in according to the survey by White Claw, White Claw 0 % Alcohol will begin rolling out in the U.S. on January 1, 2024.
Survey Methodology The survey was conducted online within the United States by Edelman Data and Intelligence on behalf of White Claw from November 1 – November 13, 2023, among a nationally representative sample of 1,048 Americans ages 21 and up, with additional oversamples to total 1,010 Gen Z (ages 21 – 26), 1,005 Millennials (27 – 42), 943 Sober Curious Gen Z (ages 21 – 26) and 960 Sober Curious Millennials (27 – 42). Sober Curious consumers are defined as those who drink alcohol, but exhibit behaviors or general interest in mindful drinking and non-alcoholic beverages. The main nationally representative sample of 1,048 has a margin of error of ± 3.0 % at the 95 % confidence level.
A new analysis of nutrition research suggests that consumption of 100 % fruit juice, such as 100 % orange juice, by adults may have cardiovascular benefits and does not increase the risk of cardiovascular disease or its risk factors.
The comprehensive analysis, published in the European Journal of Nutrition, pooled and collectively analyzed the results of 21 prospective and 35 randomized clinical studies published through August 2019, and found that drinking moderate amounts of 100 % fruit juice was associated with a lower risk of total cardiovascular events and stroke. The study also reported no association at any level of 100 % fruit juice intake with weight measures, including body weight, body mass index, and waist circumference, and risk for diabetes or risk factors for diabetes such as insulin resistance.1
Based on the analysis by researchers that were part of a working group from the Italian Society of Human Nutrition (SINU), significantly lower risks for total cardiovascular disease were observed at 100 % fruit juice intake levels up to 170 ml per day (between 5 and 6 ounces) and lower risks for stroke were seen at intake amounts up to 200 ml per day (between 6 and 7 ounces). Higher consumption amounts did not significantly increase nor decrease risk. The analysis also found significant reductions in systolic and diastolic blood pressure with 100 % fruit juice consumption, which could have been responsible for the observed risk reduction with cardiovascular events and stroke.
Additionally, no significant associations were seen with 100 % fruit juice intake and increased risk for diabetes or risk factors for diabetes, including blood glucose and insulin levels and measures of insulin sensitivity. Consistent with many other studies, 100 % fruit juice was not associated with weight parameters, including body weight, body mass index, and waist circumference.
A meta-analysis pools together and analyzes the results from previously conducted and published studies. In the hierarchy of research studies, a systematic review/meta-analysis ranks high with regard to the strength and robustness of results.
“These results help further support a positive role for 100 % fruit juice in cardiovascular health without negative effects on weight, risk for diabetes, or risk factors for these major diseases. While the study looked collectively at all 100 % fruit juices we also have research supporting the beneficial effects of 100 % orange juice on some of these very same health outcomes. In the end, a win for 100 % fruit juice is also a win for 100% orange juice,” said Dr. Rosa Walsh, director of scientific research at the Florida Department of Citrus.
This systematic review and meta-analysis, funded through an unrestricted grant by the European Fruit Juice Association (AIJN), adds to the growing body of scientific research supporting the role of 100 % fruit juice and 100 % orange juice in the diet:
A randomized controlled trial reported that 100 % orange juice reduced systolic blood pressure in adults with pre- or stage-1 hypertension. Hesperidin, provided almost exclusively in the diet by 100 % orange juice and oranges, appears to play a key role in the observed effects.2
A meta-analysis of 95 studies showed higher intake of citrus fruit and citrus fruit juice decreased risk of coronary heart disease, cardiovascular disease, stroke, and all-cause mortality. Citrus fruit juices were associated with a 25 percent reduction in the risk for ischemic stroke.3
In a systematic review and meta-analysis of prospective cohort studies, 100% fruit juice was associated with a 33 percent lower risk for stroke mortality.4
Numerous studies report no association between 100% orange juice or 100% fruit juice intake and body weight in children or adults.5-8
Every glass of 100 % orange juice supports overall health and can help adults and children meet intake recommendations for key nutrients they may be lacking in their diets. An 8-oz. serving size contains vital vitamins and antioxidants, including vitamin C, potassium, folate, hesperidin and more, with no sugar added. From helping improve diet quality to supporting a healthy immune system, 100 % orange juice offers a number of health benefits and can also easily be incorporated into simple, great-tasting recipes.
About the Florida Department of Citrus The Florida Department of Citrus is an executive agency of Florida government charged with the marketing, research and regulation of the Florida citrus industry. Its activities are funded by a tax paid by growers on each box of citrus that moves through commercial channels. The industry employs more than 37,000 people, provides an annual economic impact of $6.5 billion to the state, and contributes hundreds of millions of dollars in tax revenues that help support Florida’s schools, roads and health care services.
