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Consumer research has shown NBL's tried and tested brands have a strong heritage and are perceived as traditional brands with great taste and aroma. Therefore, the strip pack range consists of Frisco, Koffiehuis, ACE, Pronto Bags and Ellis Brown coffee creamer - all of which also display the Proudly South African logo. The strip pack format will enable existing consumers to enjoy these NBL coffee and creamer brands in smaller packs, at better prices, more often and hopefully also entice new users.
The range also supports NBL's strategy of making its brands more affordable and is therefore targeted at the lower end of the market, focused mostly on spaza and tuck shops within both rural and urban areas. Strip packs suit all occasions and the pockets of most consumers and storeowners will find the new pack format easy to merchandise, offering a space saving for the storeowner.
Within the wholesale market, NBL aims to create a new segment within the coffee and creamer sector with the use of creative permanent point-of-sale. A pull through campaign including a national seeding operation, trade magazine advertising and exciting point-of-sale for traders is also available. Trade activity includes a national distribution campaign, a trader incentive and national and regional broadsheet activity.
According to Vicky Barclay, NBL's Macro Beverage Innovations Manager, "NBL is constantly pursuing innovative products and concepts and strip packs have created an exciting sector within the coffee and creamer sector. They are guaranteed to ensure greater choice, affordability and convenience from our trusted brands, which will ultimately lead to further growth and in these segments."
