Arla Foods Ingredients has launched a new campaign to inspire dairy manufacturers to create innovative high-protein products.

Over four in ten consumers globally say protein is the most important ingredient.¹ However, conversations around the vital nutrient are changing, with health-focused shoppers increasingly focusing not just on how much protein they consume, but also its nutritional quality. Manufacturers of high-protein products can also face challenges around differentiation, processing, taste and texture.

The ‘Go High in Protein’ campaign showcases the Arla Foods Ingredients Nutrilac^® ProteinBoost range of patented microparticulated whey proteins, which are rich in all the essential amino acids. It demonstrates how they can be used to overcome technical challenges and create high-protein dairy products with appealing taste and texture.

At the heart of the campaign is a new virtual protein seminar, featuring presentations from expert speakers and a ‘Test your protein knowledge’ quiz.

Visitors can also explore five concepts featuring Nutrilac® ProteinBoost. They include two new recipes – an ambient spoonable yoghurt, and an ambient drinking yoghurt which recently won a World Dairy Innovation award for best manufacturing/technology innovation. They demonstrate the potential for high-protein dairy products that do not require refrigeration, creating opportunities for convenience, long shelf life and easier transportation.

The three other recipe concepts are a 10 % protein ice cream, a high-protein non-fat drinking yoghurt with fruit, and a 12 % protein spoonable yoghurt.

Claus Bukbjerg Andersen, Senior Category Manager at Arla Foods Ingredients, said: The high-protein trend is as powerful as ever, but it’s evolving. Consumers now want high-quality, complete proteins – and they want them in products with masses of appeal. Our aim is to make it as easy as possible for manufacturers to meet these dual needs. The ‘Go High in Protein’ demonstrates how our Nutrilac^® ProteinBoost solutions can help you overcome technical challenges and create high-protein dairy products that stand out in an increasingly crowded market.”

To sign up for the virtual protein seminar, visit https://bit.ly/47kR939

¹Innova Market Insights, Trend Survey, 2024

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

On August 28, 1898 in New Bern, North Carolina, pharmacist Caleb Bradham renamed “Brad’s Drink,” his popular non-alcoholic digestif, “Pepsi-Cola.” 125 years later, Pepsi has become one of the world’s most recognisable brands and today, it officially ushers in its next era while honoring its storied legacy, as the brand’s new logo begins to roll out in stores in the US.

In honor of its 125th birthday, Pepsi will celebrate its iconic history where it has lived at the center of pop culture – in sports, music, and entertainment – and look ahead to the brand’s next 125 years. On August 28 the brand started the party by offering free Pepsi to everyone across the US, and over the course of the 125 days leading up to New Year’s Eve, the brand will launch 125 various types of programming including immersive events, social content moments and giveaways. Each touchpoint and its corresponding programming will revisit and reimagine the impactful and culture-driving moments fans have cherished throughout the brand’s rich history just as the new Pepsi logo, which pays homage to past brand looks, comes to life for consumers wherever they shop, dine, play and scroll, ushering in the next era of culture-defining moments.

125 years of trailblazing

Pepsi has been and continues to be a driver of cultural impact and relevance for 125 years. From having the only female professional skywriter draw Pepsi in the clouds to creating iconic moments with some of the biggest pop stars on the planet to making the Super Bowl Halftime Show the most watched 12 minutes of music; from initiating the now iconic ‘Pepsi Challenge’ to trailblazing the idea of lifestyle marketing with music videos as commercials; from creating flavours like Pepsi Wild Cherry and groundbreaking innovations like Nitro Pepsi, time and again Pepsi has found itself on the cutting edge of pop culture, embracing what fans love about culture. And now, Pepsi will pull back the curtain on its history for 125 days, complete with an immersive experience consumers will have to see – and taste – to believe.

“Cranfidence to Win” and “Don’t Clown” show you what you can do with all that power of the Cranberry

Ocean Spray Cranberries, Inc., the agricultural cooperative owned by roughly 700 farmer families, today rolled out a new creative campaign under its All That Power^™ masterbrand work, this time focusing on the attributes of its “Better For You” beverages that are designed to help meet the needs of an individuals’ diet. Developed by Orchard Creative, the campaign features two TV spots, one for Diet Cranberry Juice Cocktail and the other for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks.

In each spot, the lead character is overtaken by an overwhelming newfound confidence, or “Cranfidence,” inspired by Ocean Spray’s incredible feat of making Better For You juice products without sacrificing flavour. The spots close with an extension of this cranfidence to its audience, landing on the campaign line YES YOU CRAN™. Both comedy-driven films are directed by the award-winning Jeff Low (Biscuit), making this a back-to-back collaboration between Low and Orchard, right on the heels of their widely-lauded Ocean Spray^® Holiday work which featured jiggling cranberry sauce disrupting a boring holiday meal – recently named among Ad Age’s and Adweek’s top ads of 2022.

Coca-Cola Great Britain has created its first ever ad made entirely out of its 100 % recyclable packaging. Love Story, created by Ogilvy and Mather Berlin, tells the story of two bottles who fall in love as they meet over and over again after being disposed of properly and recycled into new bottles. The ad aims to encourage more people to recycle and highlights how plastic bottles can be reused to produce more plastic bottles.

The ad has recycling at its heart as the entire set was made entirely out of recyclable material – mainly Coca-Cola packaging. It was created Berlin-based duo Cris Wiegandt & Lacy Barry (Cosmopola) who used more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans during production.

The ad premieres was on Channel 4 on 28 July and will continue on cinema, digital and social media throughout the summer. The campaign will communicate its message about recycling to 35 million Britons by the end of this year.

The new ad is part of Coca-Cola Great Britain’s new sustainable packaging strategy, which sees the company aim to recover all its packaging, as well as setting the ambition to increase recycled PET in bottles from 25 per cent to 50 per cent by 2020. It’s the company’s biggest ever, recycling-focused consumer communications campaign and will include experiential activities at music festivals and events, at which Coca-Cola will promote recycling messaging to another six million people.