Scotland’s largest independent brewery, BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots.
Launching tomorrow, This. Is. Lager. will be a 4.7% ABV pilsner designed to offer lager drinkers a craft beer alternative to the mass-produced lagers that still dominate the UK market.
This. Is. Lager. is brewed with 100% malt and ten times the hops of most industrial lagers. To demonstrate the difference to those still unfamiliar or resistant to the craft beer revolution, BrewDog is offering free 1/3 pint tasters of This. Is. Lager. at all of its UK bars from 12 noon – 12 midnight on Wednesday 3rd September.
Craft beer is the star ascendant in the drinks market, with BrewDog named the fastest growing drinks brand in the UK within a context of declining beer sales for mainstream, mass-production breweries.
The artisan brewer is immediately making This. Is. Lager. part of its headliners range to ‘convert’ those still unfamiliar with craft beer as it plots destroying the binge drink culture that has long overshadowed the industry
James Watt, cofounder at BrewDog says: “This. Is. Lager. redefines a beer style that has for so long been defined by shallow, listless beers undeserving of the name.”
“For years, global breweries have spent millions convincing the British public that lager is a beer style best served as fizzy, tasteless liquid cardboard propped up by snappy straplines, glamorous advertising or counterfeit stories of foreign provenance. We hope to perpetuate a movement of craft breweries blazing a new trail for lager, proving it’s a misunderstood, neglected beer style.”
“Lager is often demonised or derided as the choice drink of chavs and louts, which is the result of laddish marketing that diverts attention away from taste and enjoyment and undermines the potential of lager as a creative and artisanal beer style.”
“If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway. With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media-disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to stack ‘em high sell ‘em cheap beers with no soul or taste.”
“Gone are the days of lager being synonymous with extra-cold taps, lads on tour, fake Aussie accents, Burberry baseball caps and pot bellies. That is not lager. This. Is. Lager.”
Birds Eye is set to launch Steamfresh – a new offering of recipes packed with vegetables that deliver on flavour and are cooked in innovative steam bags.
The category leader in frozen vegetables is looking to use the current trend for steam cooking to encourage more consumers to stop boiling their vegetables, which can lead to loss of taste and texture, and start steaming them in the microwave. This, combined with adding herbs, spices and sauces, will help change the perception of consuming vegetables from duty to desire.
Hitting shelves this September, the £5.6 million launch forms part of Birds Eye’s ‘Food of Life’ strategy to pioneer great tasting, quality food that livens up mealtimes. With the range expected to achieve £36m in retail sales value in its first year, Steamfresh will be the umbrella platform for a wide range of vegetable side dishes, driving a new steaming category within frozen.
Birds Eye will bring the existing Veg Fusions and Rice Fusions ranges under the Steamfresh platform, and also launch two brand new pasta side dishes with vegetables: Mediterranean Vegetable Pasta and and Creamy Cheese Penne Pasta with Broccoli and Peas. More new products will be introduced over the course of the year.
The range is split into four categories: natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables and pasta with vegetables. The product lines are available in three formats allowing easy portion control (single serve, pyramid and multi-serve bags).
Birds Eye will be supporting the launch of Steamfresh with a £5.6m multi-media campaign including TV, outdoor, PR, in-store, digital and sampling. The range will continue to be supported throughout 2015 with heavyweight TTL communications.
Geraldine Phillips, General Marketing Manager at Birds Eye, says: “Birds Eye has over 60 years of experience growing and fast freezing vegetables to retain their flavour and freshness. We are delighted to be pushing new boundaries with the launch of Steamfresh and to make vegetable side dishes a really exciting addition to mealtimes.
“Steaming doesn’t just preserve the nutrients - it also locks in the flavour. Using our unique steam bags, we are able to offer consumers a range of tasty side dishes that can be cooked in the microwave to deliver perfect results every time.”
Steamfresh will be available from £1.79 RRSP and can be found in retailers including Tesco, Asda, Morrisions, Sainsburys, Iceland, The Co-operative, Waitrose and Farmfoods from September.”
Birds Eye is entering the next phase of its master brand update with a new logo and packaging.
Rolling out from this month, the new look forms part of the brand’s repositioning following the launch of ‘The Food of Life’ advertising campaign earlier this year.
Iglo Group has invested £60m on the brand relaunch across Europe to change the view of frozen food from ‘fall back’ to ‘first choice’. Designed by JKR, the redesign aims to bring greater warmth and personality to the brand’s portfolio.
The Birds Eye logo has been paired back with a clean and advanced-style look that lends itself to being viewed on-screen – a key consideration given the brand’s increased focus on digital marketing and e-commerce.
The new packaging features the logo centre of pack to ensure clear standout on shelf – and as a symbol of the brand’s commitment to the highest standards of quality. Updated photography brings products to the fore, showing food as it is eaten and enjoyed in a real kitchen setting.
In March, Birds Eye unveiled its bold new advertising campaign to champion great tasting food that can be enjoyed every day. The breakthrough campaign from Havas Worldwide features conversations that unfold as food is cooked, shared and eaten, celebrating real food and the way real people eat and interact at meal times.
Birds Eye General Marketing Manager Cheryl Calverley says: “Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments.”
Iglo Group will also be revealing information relating to their sustainability vision and forthcoming programme later this year.
Zuma has introduced its newest product innovation; Non-Dairy Vanilla Bean Frappé.
Zuma’s Vanilla Bean Frappé is the top selling frappé base, offering thick, smooth and consistently delicious iced blended drinks. This newest development comes after listening to customers concerns over having to stock two different frappé powders and taking note of the rise in free-from diets (research in 2013 seeing the Free-From market, which includes dairy free and wheat-and gluten-free products, increase by 72%).
Zuma decided it was time to take the lead and therefore introduced its newest product formulation.
Removing the need for two products and simplifying things for your staff behind the scenes; the new recipe can be enjoyed by everyone, including those following a non-dairy diet, all you need is to use milk alternatives such as soya, or the increasingly popular milks such as almond or rice.
Available to order now and replacing the original Vanilla Bean Frappé ; only one scoop of frappé powder is needed to transform summer menus, drinks recipes and can help increase espresso sales throughout the summer.
Zuma’s Non-Dairy Vanilla Bean Frappé powder contains no unhealthy hydrogenated fats, no artificial colours, flavours or preservatives and is registered for vegetarians and vegans by the Vegan Society.
Rachel’s has launched its first ever organic Divine Desserts range, arriving in Waitrose and Sainsbury’s stores from late August.
Renowned for supreme taste and premium organic credentials, Rachel’s new indulgent desserts are made lovingly and with care, using only the finest fresh organic ingredients and no artificial flavourings or preservatives.
Presented in individual glass ramekins which can be re-used after eating, the new desserts are available as a pack of two, ideal for sharing during nights in with friends and family, after dinner, or simply when you want to spoil yourself to a mid-week treat. Divine Desserts are available in two delicious varieties:
• Divine Chocolate Pot - A combination of the finest organic chocolate, milk and cream, the chocolate pot has a meltingly luscious texture and a rich, chocolate flavour.
• Divine Vanilla Pot - With a careful blend of fragrant vanilla and a light and silky smooth texture, Rachel’s sumptuous pot promises a melt in the mouth experience.
Sophie Giraudel, brand manager at Rachel’s, says: “The addition of Rachel’s Divine Desserts brings another dimension to the Rachel’s brand, presenting an exciting opportunity for us to leverage our expertise in the dairy sector as we expand into the desserts segment.
“Following the success of Rachel’s Divine Rice; our new desserts range provides shoppers with a different way to enjoy Rachel’s straight from the fridge, incorporating the very same passion, care and organic ingredients as all Rachel’s products. Such innovation brings fresh opportunity for us to capitalise on the moments of indulgence we know everyone looks forward to, whilst keeping our consumers engaged and excited by the Rachel’s brand.”
Rachel’s new range is available from Waitrose and Sainsbury’s, priced at a RRP of £1.99 for a pack of two.
Taura Natural Ingredients has introduced Minis– possibly the world’s smallest real fruit pieces.
As tiny as a grain of quinoa, Minis is an innovative range of extremely small real fruit pieces developed to enable food manufacturers to add the benefits of real fruit to applications where it has not before been possible – creating a new world of opportunities.
Demand is increasing across Asia-Pacific markets for very small real fruit pieces that are suitable for use in fine bakery and confectionery applications such as ultra-thin biscuits and premium thin chocolate tablets. This increased demand can be attributed to health-conscious consumers seeking out indulgent products with fewer calories so they can enjoy snacking on treats without the guilt.
Minis are also expected to be popular as toppings on donuts and muffins and as inclusions in fruit & nut mixes. They are perfect as a fresh addition to frozen dairy beverages and desserts, and as a fruity twist in popcorn products. Their high fruit content means Minis are bursting with flavour, aroma, colour and a have a soft, chewy texture – a set of benefits Taura Natural Ingredients has dubbed ‘F.A.C.T.’
Created for the Asia-Pacific market, Taura Natural Ingredients is targeting Minis at a range of sectors including industrial food manufacturing, bakery, confectionery and quick service restaurants. The small size and the consistency of the Mini’s™ pieces means that they travel easily through production equipment such as depositor nozzles and rollers, offering exceptional distribution.
Produced using Taura Natural Ingredients’ unique URC process, Minis offer the same superior performance that the company’s other products are already known for. They contain high fruit content with no artificial colours or preservatives, which means they are perfect for clean label products. They are free-flowing and bake stable, so they won’t burn, bleed or discolour during baking, and they have a water activity of 0.41 – 0.45 to suit both dry and moist applications.
Peter Tinholt, General Manager Asia-Pacific at Taura Natural Ingredients, says: “The market is crying out for very small real fruit pieces that offer an alternative to ingredients that contain high levels of added sugar and other additives, such as sprinkle-style products. Our expertise in the fruit ingredients market has enabled us to create the perfect solution in the form of Minis. Each piece offers a tiny explosion of flavour, aroma, colour and texture in a wide range of products. Minis enable our customers to use real fruit ingredients in places where they have never been before.”
URC (Ultra Rapid Concentration) is a unique process of concentrating the taste, texture and natural goodness of fruit into pieces, flakes and pastes for use in applications such as cakes, snacks, confectionery and chocolate for both the retail and quick service restaurant sectors.
In response to the new School Food standards for food and drink in schools announced by the Department for Education last month, JUICEBURST will be launching a new 330ml Schools approved range ahead of the legislation coming into force in January 2015.
Perfectly timed for ‘Back to School’ in September, the new JUICEBURST range will go into production early that month to meet the demand of the new academic year. Adhering to the new government specifications, the new juice drink range will contain 150ml of juice and no added sugar.
The new range will be available in six flavours (Orange & Passionfruit, Apple, Apple & Blackcurrant, Tropical, Lemon & Lime and Pomegranate & Blueberry), all of which count as one of your five a day. Each variant will be sweetened using natural sugar substitute Stevia, which responds to the increased consumer focus on natural ingredients.
Each bottle will continue to adopt the brand’s successful Blippable label to give consumers the chance to play games and win prizes. The JUICEBURST core range re-launched at the start of last year to become the world’s first digitally interactive soft drink. It went on to be named the second most Blipped brand in 2013 (Blippar figures, January 2014), beating all other FMCG brands.
Jon Evans, Marketing Director for JUICEBURST, says: “We have been very busy developing a range of products that not only meet the new criteria, but deliver the great taste consumers have come to expect from JUICEBURST.
"By fast-tracking development we have been able to bring the new range to market four months ahead of the legislation to ensure Wholesalers and Catering managers have plenty of time to make the switch to our new Schools range ahead of January 2015.”
G’NOSH is expanding its lifestyle-driven ‘gourmet nosh’ product range with the launch of ingredient-led world food inspired Meals in Minutes into Waitrose and Ocado.
The brand’s existing range of four award-winning fresh Dips are also going on-shelf into Waitrose and, in an expansion boom, its tapas-style Pinchos will also launch nationwide into Sainsbury’s.
Central to the brand’s lifestyle-led values is a celebration of bold, global flavours and simple, honest ingredients that sing out in each product. Leading a new trend in modern eating, G’NOSH allows consumers to create joyful home dishes, catering conveniently for modern lifestyles: from non-elitist noshing to special occasion entertaining.
G’NOSH Meals in Minutes promises to revolutionise part-scratch cooking with creative meal solutions in a range of three delicious varieties, exclusively at Waitrose. Piquant Prawn & Chorizo in a Spicy Tomato Sauce uses Ecuadorian prawns and paprika spiced pork from Northern Spain, Mussels & Prawns in a Garlic Butter Sauce with plump Galician mussels, and a delicious slow-cooked Italian Sausage Ragu using Northern Italian sausage studded with fennel seeds.
The recipes have been created by the award-winning G’NOSH Founder Charlotte Knight and her team. A modern woman originally from New Zealand and inspired by her extensive global travels, Charlotte ensures the ingredients used are of the highest quality, with responsibly sourced seafood, and pork reared on selected assured farms.
Home-cooks will simply need to add pasta, rice or vegetables for an effortlessly prepared yet satisfying plateful.
The existing range of globally inspired, fresh G’NOSH Dips celebrate world flavours with the enticing Roasted Red Pepper, Sweet Black Bean, Smoky Roasted Aubergine Babaghanoush and Beetroot & Mint varieties. These award-winning products have built a cult following - they’re the biggest branded dip sold on Ocado and have also been recognised by the buyers at Waitrose, who are now taking the range to its shelves nationwide.
G’NOSH has also launched tapas-style Pinchos (RRP: £3.29) into Sainsbury’s stores: a tasty combination of juicy prawns and chunky chorizo, with a lemon and chilli dressing. Pinchos are perfect for everyday noshing or enjoyable entertaining with friends.
Driven by modern eating, and seeing a trend for time-poor consumers wanting the very best in varied ingredients, Charlotte has created everyday simple food that captures this upsurge in the joy in eating, celebrating different flavours from around the world.
Founder of G’NOSH, Charlotte Knight, says: "Since launching G’NOSH dips to consumers three years ago, I’ve always intended to expand our reach further with products that embody the brand’s philosophy for down-to-earth, good quality ‘gourmet nosh’.
I believe modern shoppers have been looking to retailers to challenge them by offering more interesting and diverse foods that aren’t afraid to use bold flavours.
Consumers want to be assured of great ingredients and provenance in their food, but still need a convenient solution that fits with everyday living. The new Meals in Minutes, Dips and Pinchos range celebrate this joy in modern eating to resonate with our current lifestyles.”