Content area
Full text
Private label beverages are more innovative and attracting more consumers
Archer Farms Sarsaparilla soda, Vixen energy drink and Braidenwood Estates merlot - from soft drinks to energy drinks to wines, private label beverages are making inroads through innovation. Imitation generics or staid store brands no longer, new private label beverages are, in some cases, out-foxing competitors. Due to improvement in quality and the rising popularity of retailers such as Trader Joe's, which dedicates stores solely to its own branded merchandise, private label beverages are going public.
"Private Label from a Consumer Perspective," a study by the Hartman Group, Bellevue, Wash., revealed that consumers increasingly are buying private label products, especially at Wal-Mart and Kroger. In fact, the study's Top 10 included five Wal-Mart and Sam's Club private label brands: Great Value, Equate, Sam's Choice, Wal-Mart and Member's Mark. Also making the list were brands by Target, Albertsons and Safeway.
Carbonation nation
Private label carbonated beverages are escaping the soft drink category's imitation reputation. Some stores, especially Target, have formulated unique flavors and brands. Target's Archer Farms line offers new flavor blends, including Sarsaparilla soda or Blood Orange Italian soda. The national on-the-go chain 7-Eleven, Dallas, Texas, launched its own Big Gulp sodas, leveraging the famous fountain drink name. In addition to regular and diet colas, other flavors are Mint Lime Twist and Ginger Apple Snap, all in wide mouth 20-ounce plastic bottles.
Cornering the burgeoning energy drink market, another convenience store chain. Circle K, launched Talon and Vixen energy drinks. The menacing-looking Talon is available in regular and sugar free varieties, both with a citrus taste. On the other hand, Vixen is targeted toward women - with an edge. Unlike other femaletargeted energy drinks, Vixen sports a black can and a logo with attitude. Available in sugarfree Citrus Passion and Foxberry, the drink is formulated with the familiar blend of energy enhancing ingredients in addition to...