H2coco dives into juice with Woolies

H2Coco Lunchbox RangeFlavoured water brand H2coco has taken its first step into Woolies’ juice aisle with a new range of products developed in collaboration with the supermarket giant.

The company’s new lunchbox range has been designed as a low-sugar play on the juice category, with coconut water, cocoespresso,watermelon water and two additional flavours (Troperiffic and Wildberry) targeted at children in bite sized 200ml units.

The products are now available in Woolworths and will be stocked in Coles by October, following a collaborative process with Woolies from concept to shelf.

“Earlier this year we learnt that Woolworths are looking to focus closely on occasional consumption, particularly around lunchbox products and smaller serving sizes,” H2coco founder and CEO David Freeman told Inside FMCG.

“When we met with our category manager in March, she communicated that they were looking for healthy innovation in the juice aisle, with a key focus on products which would appeal to both kids and adults.

“Understanding that Woolworths had a real desire to move away from the sugary, artificial juices that have filled lunchboxes for years, partnered with our existing understanding of parents looking for healthier alternatives, the concept of developing a range that would appeal to the whole family was an opportunity we didn’t want to miss,” he continued.

The move comes amid the supermarket giant’s ongoing effort to improve collaboration throughout its value-chain, as it seeks to turn a corner from relatively frosty relations between it and its grocery stakeholders in recent years.

The products are being retailed at $4.50 (coconut) and $4.70 (watermelon); respectively, and are being sold in packs of three.

A nationwide marketing campaign, including print, radio, outdoor and digital marketing will take place over the next twelve months, with the addition of in-store sampling and consumer activations targeted at health-conscious families.

Freeman said the first half of the marketing campaign will focus on trade marketing, including an exhibition at the Fine Food Australia show next week in Sydney, before a more consumer driven approach begins in January 2018.

H2coco’s move into juice could disrupt established players like Just Juice owner The Daily Drinks Co., who are already dealing with the presence of other emerging brands like Nudie in the category.

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