Sensationaldrinkslogo
All articles

Four ways to merchandise flavours in foodservice

Although soft drinks is one of the most stable categories in the out of home market[1], operators should still consider how they can bring new consumers into the category and keep existing consumers engaged. Innovation can play an important role here, as total soft drinks sales coming from new products increases year on year[2].

So, in a category that is already full of success and choice, creating bold and exciting soft drink offerings is key to standing out from the crowd. From stocking a varied range, to introducing and activating with Point Of Sale (POS), and leveraging the power of meal deals, you can make sure your range is unmissable. Not only will this benefit your revenue, but it will also build consumer satisfaction and loyalty.

Cue Tango Editions, a limited-edition rotational flavour series that helps you to do just that. So, with the help of Tango’s latest Edition, Tango Mango, here’s our top tips to on how you can merchandise soft drink flavours in your outlet.

1. Never underestimate the power of NPD

New soft drink launches allow you to regularly change up your offering and keep consumers engaged with the category too. Opting for new products which have striking packaging and bold flavours will disrupt consumers whether they are a regular in your outlet or visiting for the first time.

Tango’s latest flavour, Tango Mango, follows the continued success of the Tango Editions series, which saw Tango Paradise Punch become the number one flavoured fruit carbonate new product development of 2023[3]. Available in 330ml cans and 500ml bottles, the new flavour allows operators to tap into the demand for mango flavoured drinks, which was in double digit growth in 2023 versus the previous year (+26%)[4]. As a result, this latest launch is the perfect example of how you can use Tango Editions to encourage impulse sales through innovative NPD. 

2. Make your display impossible to ignore

Utilising your display can create a more memorable customer experience. To achieve this, ensure your soft drink chiller is positioned in clear view and near high traffic areas – for example, next to your foodservice counter where customers place their orders, which is also likely to encourage meal deal purchases. Additionally, group products from the same sub-categories together so customers can easily identify their desired soft drink and brand time and time again.

3. Keeping the core alive

Consumers know what they like, so stocking core ranges alongside NPD is equally as important to provide a soft drink for everyone, whether they’re in the mood for their favourite classic or to try something new. After all, Tango Orange Original continues to be a favourite, worth almost £41.4m and continuing to grow at 3.3%[5]. This consistency will make customers feel familiar when visiting your outlet, leaving them confident that you will always stock their desired soft drink.

4. Flavour & Food

Taking advantage of food and drink combos can help you increase spend and drive sales. In fact, when compared to the total market, flavoured carbonates are much more likely to be purchased in a meal deal[6]. So, why not identify your bestselling complementing food and drink products and offer deals for diners who pair up? For example, consider pairing a Tango Mango with some chicken wings, or perhaps a Tango Apple Sugar Free alongside a burger, to ensure you are encouraging impulse purchases that also leave the consumer satisfied.

[1] CGA On Premise Measurement Service to December 2023

[2] NielsenIQ RMS, Total Coverage, Britvic Defined Total Soft Drinks, Value Sales, 52 w/e data to 30/12/23 – NPD considered at Flavour / new packaging type level

[3] NielsenIQ RMS, Total Coverage inc discounters, GB, Value sales, Fruit Flavoured Carbonates, Britvic Defined, YTD Calendar year 2023- w/e 30.12.23

[4]  NielsenIQ RMS, Total Coverage GB, Value sales, Total soft drinks, Mango flavoured drinks, Britvic Defined, Latest 52 wks w/e 30.12.23 

[5] NielsenIQ RMS, Total coverage GB incl discounters, Fruit carbs, Britvic Defined, Value sales/Value sales % growth, L52wks w/e 16.3.24

[6] Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 24/12/23​

Grow your business

Sign up now for free access to POS kits, product trials, industry insights and digital tools designed to help you increase sales.

Register now