Britvic-SDR-Foodservice-v17 FV - Flipbook - Page 39
Foodservice category overview
Foodservice deep dive
Foodservice data tables
a bolt from the blue
Taste is king in cola. It’s the top in昀氀uence on people’s
drink choices11 and key to the success of Pepsi
MAX®, the UK’s bestselling sugar-free cola.12 Nearly
three-quarters (71.5%) of people say they prefer the
taste of Pepsi MAX® to the UK’s biggest selling fullsugar cola.13 Pepsi MAX® Cherry, Lime and Mango are
also the UK’s top 昀氀avoured colas, with sales worth
£200m.14 But everything, even cola, needs a bit of
extra excitement and colour every so often.
Hence the launch of Pepsi Electric – a zesty,
refreshing, citrusy, electric blue cola. Pepsi’s latest
zero-sugar cola is rolling into independent fast food
outlets from May in 500ml PET bottles. Pepsi Electric
won 97% approval ratings in consumer testing,15 so
we’re certain it will help attract more Gen-Zers, who are
more likely to buy new 昀氀avours, through our partners’
doors. How’s that for a bolt from the blue?
Building digital loyalty
Foodservice is going high tech. A recent poll found
that 83% of foodservice operators intend to invest
in technology in the next three years as they step
up efforts to cement loyalty and improve customer
experience.16 Examples are varied: Subway is forking
out on self-serve kiosks and KFC is continuing to
invest in its unique game-based loyalty app Rewards
Arcade, while Zizzi has launched its Zillionaire’s Club
platform, which offers rewards every time customers
visit restaurants and use click & collect of order
deliveries. The scheme is aimed at delivering a more
personalised service. Nando’s is also continuing its
digital loyalty journey, offering diners the chance to
collect redeemable “chillies” and other personalised
bene昀椀ts every time they spend £7 or more.17
11 Kantar WPO, Usage, Cola Need States, MAT 52 WE 27.11.22
12 NielsenIQ RMS, Total Coverage inc. Discounters, Cola Sector Britvic De昀椀ned, Value Sales, 52 w/e 30.03.24
13 In a blind sampling in the UK between 03/10/23 to 25/11/23: 39,266 of 54,899 people sampled preferred the taste of Peps MAX® to the UK’s biggest selling full sugar
14 Nielsen IQ RMS, Total Cola, Total Coverage GB, RSV value change in absolutes, 2023 full year to week ending 30.12.23
15 Ada Zappi Early Concept Test – Q2 ‘23
16 CGA by NielsenIQ, Business Con昀椀dence Survey October 2023
17 Lumina UK Restaurant Market Report November 2023
FOODSERvICE DEEP DIvE
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