Convenience overviewConvenience deep diveConvenience data tablesHaving said that, many established FMCG brands could still learn a lot fromPrime about creating a buzz online with a steady 昀氀ow of new products.After all, seven of the top 20 soft drinks launches in 2023 were fromPrime.22 And it doesn’t stop there. Prime clearly has big ambitions, havingregistered its logo against beers, wines and spirits, vaping equipment andCBD preparations with the UK Intellectual Property O昀케ce in 2023.23Limited editions have gained currency among established brands too.Limited Edition Tango Sugar Free Paradise Punch, for example, racked upsales of £4.2m22 after launching in February 2023. What’s crucial is thatsuch products drive incremental growth and shoppers continue to buy oncethe novelty has worn off.Rockstar Energy® torock six UK festivalsRockstar by name; Rockstar by nature! In April,Rockstar Energy® signed a multi-year partnershipwith Live Nation, organiser of the Reading, Leeds,Parklife, TRNSMT, Cream昀椀elds and Wirelessmusic festivals. This marks the next phase of thebrand’s musical journey, which saw the launchof the Rockstar Energy® Press Play platform andactivations with artists including Stormzy and Rayein 2023.For the first time, Live Nation will welcome oneheadline partner across the six UK festivals, withthe name of each featuring the tag “RockstarEnergy® Drinks Presents…” The partnership willinclude on-pack promotional Rockstar Energy®VIP Wristbands on selected cans, offering arange of special prizes and perks, includingfestival and concert tickets, queue jumps andbackstage passes.Festival-goers will be able to grab rapid energyboosts from Rockstar Energy® sampling points ateach of the six festivals this summer, helping toenhance the festival experience while cementingthe brand’s appeal with consumers, particularlythose belonging to Generation Z (people bornbetween 1997 and 2010), who are most likely tofrequent festivals.2422 Circana Total Convenience, Total Soft Drinks, Value Sales, 52WE 31.12.2323 The Grocer - https://www.thegrocer.co.uk/new-product-development/prime-planning-extensions-into-vaping-cbd-booze-and-more/686445.article24 Pew Research Centre - De昀椀ning generations: Where Millenials end and Generation Z begins, 17/01/2019 https://www.pewresearch.org/facttank/2019/01/17/where-millenials-end-and-generation-z-begins/CaTEgORy OvERvIEW19
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