Brands driving demand through innovation, health-conscious flavours
By Felicia Nwosu
With the market becoming increasingly competitive across product categories, and in the quest to intensify brand building, boost demand and bolster loyalty, several brands are incorporating innovation as well as the use of natural and organic ingredients to uniquely stand out from competitors.
Across sectors, various brands have caught the bug of focusing on health & wellness as consumers shift towards more organic or plant-based brands to maintain a healthy lifestyle. These disruptive moves towards flavours are being leveraged more among beverage drinks and smart brands align with the new culture to capture a larger market share and maximize profits.
MARKETING EDGE, Nigeria’s leading avant-garde news media platform, x-rayed some of the brands adapting to these changes in consumer behaviour by engaging in product innovations to maintain a stronger foothold in the market.
Amber
Amber, a premium energy drink from the stable of Amber Nigeria Limited, contains a herbal blend of the Guarana plant which is a natural source of caffeine. It naturally boosts energy without side effects to the heart or the liver. It gives the type of energy that artificial caffeine will give. Amber also meets with some of the daily nutritional needs.
Schweppes
This age-long Coca-Cola’s product recently added new products to its existing portfolio with unique packaging and sensory flavours, and long matured blends. The recently introduced 40cl bottle is an extension of the elegance of the three Schweppes brand variants: Virgin Mojito, Chapman, and Pineapple with malt extract.
Sprite
Sprite lemon-lime flavoured soda comes with its clean, crisp, lemon-lime taste, Sprite. It has no sugar and it quenches thirst and helps keep your cool in any heated moment, sugar-free and calories-free.
Zero Coke and Diet Coke
Both drinks are sugar free and calorie free. They have carved out their own unique market positions. Diet Coke appeals to a demographic that has grown up with it and appreciates its unique taste. Coke Zero attracts younger audiences who don’t want to compromise on the classic Coca-Cola flavour but are keen on avoiding sugar.
Bold
La Casera Company (TLCC) disrupted the carbonated soft drink segment of the market with Bold and with the proposition to embrace the colourful side of life by launching four variants –Bitter Lemon, Orange, Tropical and Ginger flavours. Each flavour is unique in its role. Bold Lemon with the bittersweet flavour for those who yearn for less sugar. Ginger is Nigeria’s first ginger carbonated soft drink, and it contains real ginger extract for an extra spicy taste and peppery bite.
Orijin
Orijin is a Nigerian alcoholic beverage produced by Diaego/Guiness Nigeria PLC. and marketed with an ABVof 6%. Orijin is similar to beer in appearance and strength but unlike beer, the drink does not contain barley or hops rather marketing itself as “a bittersweet blend with flavours of African herbs and fruit. The resulting flavour is a bitter cocktail with hints of Citrus that give it a distinct medicinal taste
5Alive Pulpy Orange
This trailblazing giant stride from the leading beverage giant, Coca-Cola Nigeria Limited, gives the delicious taste of freshly squeezed and perfectly ripe fresh oranges with no added preservatives, and it joins the 5Alive beverage family heritage of quality, which comprises Orange, Berry Blast, Apple, Cocopine, Citrus Burst and Pineapple Punch.
Zero Sugar 7UP
Unlike Sprite that has both diet and zero sugar, 7UP on its own has moved from diet to zero sugar. 7UP is now 7UP Zero Sugar, urging its consumers to have a feel refreshed balanced taste of 7UP Zero Sugar, made with the same crisp, iconic Lemon Lime flavors as Diet.
Zagg
This was introduced by Nigeria’s leading brewery, Nigerian Breweries, as a malt-infused energy drink created for everyone who has an active lifestyle. Zagg was brewed to help the average Nigerian keep up with the demands of everyday life. Regardless of professions, fields and interests, it believes that consumers all engage in high-energy activities, whether mental or physical.
Viju energy drink and Coffee
Over the years, Viju has continued to be the host of exciting products through innovation by developing new products that are in line with market trends. This includes its newly introduced energy drink and coffee flavours to keep a tap on consumers busy lifestyle as a way to captivate growing customer base.
Cway Fizzy Apple Drink
CWAY’s foray into the Carbonated Soft Drink (CSD) market with Fizzy Apple Drink is a response to the discerning consumers’ desire for a premium apple-flavored beverage that tantalizes their taste buds and delivers the essence of apple with a delightful fizz, in line with the brand’s tagline, “Taste the Fizz.”
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