As part of its mission to bring kombucha further into the mainstream, Lipton Ice Tea recently hosted an engaging immersion day with a select group of convenience retailers.
The session aimed to achieve several key objectives: bring retailers on the journey from the beginning of Lipton Kombucha’s launch journey, build awareness of the product and highlight the support available to retailers to help make it a success in-store.
Retailers were given the chance to try the new drinks exclusively, hear the story behind the launch, and learn about Lipton’s ambition to bring kombucha to a wider audience by creating flavours that appeal. In fact, Lipton’s new Kombucha range is available in Strawberry Mint, Raspberry, and Mango Passionfruit and delivers a refreshing, low-sugar, low-calorie option drink made with naturally fermented tea and real fruit flavours.
Kombucha is new to many convenience retailers and shoppers, and deciding where it should be merchandised and sold, was an important message from the brand. Lipton Iced Tea provided clear guidance and shared examples of effective in-store positioning to ensure visibility and shopper relevance.
Kay Patel, Best-One, Global Food & Wine, said, following the immersion day: “For me, kombucha’s traditionally been a hard sell, especially letting the customers know what it is and it’s a bit marmite, it’s 50/50 whether people like it or not. Having tried this product, I think it’s to everyone’s taste and I am going to be leaving space in my chillers for it.”
To see some of the insights and reactions to the day, watch Lipton’s video to get inspired and understand what stocking Lipton Kombucha might do for your store.
For more information on Lipton Kombucha, access to POS across the Britvic portfolio and a wealth of other support, visit Britvic’s At Your Convenience platform.
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