appy drinks inventing the pre school juice category
TRANSCRIPT
“ The emergence of new drink trends has led to a large share of the beverage market being taken away from juices and in par;cular coconut drinks. Nowadays the media is a>acking the sugar content some;mes with a good reason and other ;mes with misinforma;on, leading to the crea;on of a state of prejudice against juices in general. It is important to remember this fact, juice is not harmful to you when made in the right way and can be healthier than some of the current innova;ons in the fridges today. At Appy Drinks we have developed a range of juices that would be healthier for us but more importantly for our future, star;ng with our kids. ACer years of research we managed to find an answer to the upcoming need of healthy products: we can now reduce calories and sugar by 50% but also retain the same great benefits of fruit juice. We do this using the Stevia plant, a zero calorie sweetener to create great flavours naturally. In crea;ng this product we also came across a rather large gap in the market, the ability for pre school children to enjoy juices the schools approved way*. Parents generally suggest dilu;ng 100% juice with 50% water and 50% juice for their kids. This is recommended because there are high sugars in juices and this causes par;cular issues for kid’s teeth and could lead to further sugar related diseases. We work with the number one pre school brands like Peppa Pig and Nick Jr to provide parents with safe and trus;ng brands that encapsulate all the posi;ves our juices have! We see this as a key growth area for the sector not only due to the lack of choices but also because parents want this op;on pre made. We are not filling a gap, we are filling a need in the market and we are doing it in the naturally delicious way. We are on a mission to be the number one Pre School juice brand and we invite other juice brands to join in opening the category up and bringing people back to the wonders of fruit” *Our Pre School range of juices are Schools Approved
Bobby Patel Founder
RE-INVENTING THE JUICE CATEGORY…
OUR LEAF Did you know our leaf represents how our products are 100% natural? OUR GLASSES The glasses illustrate the clear vision we have in making all our wonderful drinks healthy and delicious. OUR BOW TIES The bow tie shows we are a smarter choice for families. OUR MIX OF FRUITS Our mix of fruits expresses that we are a diverse bunch at Appy HQ.
OUR LOGO MEANS A LOT MORE THAN YOU THINK
FAMILY We educate families about food and the way it should be enjoyed. We encourage families to engage in a healthier active lifestyle through play, exercise, workshops and informing them about the foods they eat. POSITIVE We believe that a positive approach is essential in order for us to make healthier lifestyle choices. We encourage throughout our business the power of CAN; it is a principle that empowers our team to create extraordinary products naturally. NATURAL We have spent many years developing our all-natural flavours to have a lower number of sugar and calories without compromising on the taste. GREEN We only favour renewable resources for our packaging. We not only use recyclable materials but we give back by replanting trees. OUR VISION To be the number one healthier choice for families.
WE ARE ALL ABOUT GOOD VALUES
Creating a new sector: Juice category is struggling so adding a pre school range will bring mums and dads back to the juice aisles. There is a gap of pre-school drinks in Tesco and if there is a drink available, it is not ideal for parents to pursue.
PRE SCHOOL JUICES MARKET SECTOR
Gap in the market to bring in new shoppers and consumers.
HEALTHIER
LESS AFFORDABLE
AFFORDABLE
UNHEALTHY
HIGH SUGAR IN UNDILUTED JUICES CAUSE… - Tooth decay - highest risk for pre school kids - Obesity risk - Enhanced diabetes risk - Hyperactivity - Toilet problems - Difficulty paying attention…
WHAT IS THE ISSUE WITH SUGAR FROM JUICES FOR KIDS ?
WHAT THE EXPERTS ARE SAYING ABOUT JUICES FOR PRE SCHOOL KIDS
“We could even set an age limit for fizzy drinks, possibly 17, so younger kids can’t buy cans of Coke”. Doctor Robert Lustig/ Telegraph 2015
“Small amounts of pure, unsweetened fruit juice should be diluted half and half (50% juice to 50% water), or with a greater proportion of water to juice if your child is thirsty” Child-Smile.Org
“Diluted juices provide the great taste and hydration that both children and parents want without the sugar hit.” JennyTschiesche, The Lunchbox Doctor
“Most parents give their kids 100% real fruit juice because of the perception that it’s healthy, I don’t know where that perception came from”. Nazrat Mirza, pediatrician and co-director of the Obesity Institute at Children’s National Medical Center
OUR PLEDGE TO PARTENTS
… All our patented formulas for our pre school range contain 50% less calories and sugars but retain all the benefits of regular fruit juice. Appy Drinks are all vegetarian approved and vegan friendly and are recommended by nutritionists. One 330ml portion of our juice = 1 of the 5 a day portion. We choose to use Stevia as a sweetener, instead of added sugar and artificial ingredients, keeping us 100% Natural always. Our juices are better for teeth and lower the chances of diabetes compared to 100% juices. Personally endorsed by the Lunchbox Doctor Part of the Change for Life Program* Our Pre School range are all Schools approved!
We have teamed up with Dr Jenny Tschiesche, the Lunchbox Doctor to provide advice on more balanced lunch-boxes for kids. Jenny Tschiesche, nutritionist and founder of The Lunchbox Doctor is pleased to recommend a new range of healthier drinks made by Appy that are suitable for the whole family. Jenny stated ”Why are these drinks so good?.... Apart from the great taste, they use a new healthier sweetener extracted from a leaf that contains a group of compounds called Stevio Glycosides thought to be about 150 times sweeter than the simple disaccharides i.e. the sort we find in table sugar." The reason this particular sweetener is getting a lot of media coverage and why Jenny Tschiescheᅠis willing to support these new products is because they have zero influence on our blood sugar.
WE ARE APPROVED FOR LUNCH
BOXES
WE ARE ALSO SCHOOLS APPROVED BECAUSE... IT DOES NOT CONTAIN ANY HONEY, OR ADDED VITAMINS OR MINERALS IT IS MADE UP OF AT LEAST 50% FRUIT JUICE AND SPRING WATER NOTHING ARTIFICIAL
We generally uses the zero calorie sweetener Stevia to keep our juices naturally delicious. We are pioneers of the usage of Stevia in family juices and we have learnt over 2 years of naturally formulating our drinks how to make our products unbeatable for taste by using 11 elements of the plant rather than just 1. It is the reason why we beat every other healthy drink we taste test against*
SO HOW DO WE LOWER SUGAR AND
KEEP OUR DRINKS DELICIOUS?
STEVIA KEY FACTS: Naturally Sweet ingredient in foods and beverages Plant-based zero calories Appropriate for diabetics Suitable for whole family, Including children and pregnant women Tooth friendly Over 2000 years old
TASTE THE DIFFERENCE: *Appy Stevia Kids Juices vs. well known kids brand h>p://;nyurl.com/appyvsrobinsons *Aloha Stevia Juice vs. well known juice brand h>p://;nyurl.com/appyvstrop50
WE HELP YOU CUT SUGAR ON YOUR AISLES
If our rivals had the same sugar content as Appy Drinks, together they could have saved 361 TONNES of sugar to a well known supermarket . Kids would be 361 tonnes of sugar better off!!!
Appy’s use of stevia means you can offer a low calorie, low sugar product that contains no artificial ingredients. A unique offer amongst other kids drinks brands.
OUR POINT OF DIFFERENCE IN THE
PRE SCHOOL DRINKS MARKET
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THE GRUFFALO JUICE RANGE
Gruffalo Forest Fruits
4 x 200ml
Gruffalo Golden Apple
4 x 200ml
Coming Soon
Supporting
This shows how loyal customers are to Appy. You want to have as many customers as possible in the dark blue exclusives box. Currently this is 41% of our customers. We have 35% of shoppers who are occasional buyers of Appy, i.e. they buy lots of other brands as well.
SHOPPER LOYALTY
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Occasional – are shoppers that come and go with no loyalty Switchers – people that chose to come to us from another brand Loyal – people who regualrly have us in their baskets Exclusives- People who only have us as their choice of brand
GIVING PLANOGRAMS A HEALTHY IMPACT!
Families want a change to their weekly shop. Trends are leaning towards healthier alternatives that taste great without resorting to sugar or artificials.
¼ pallet displays Height: 1200mm (without header)
1495mm (with header) Width: 405mm Depth: 325mm Capacity: 27 boxes
Shelf wobbler
Shop Counter Display
WE GET SOME GREAT FEEDBACK
Customers feedback “My son loved them!” I bought these Peppa Pig drinks because they’re healthier than artificial or sugary drinks like Fruit Shoots or Capri Sun. My son is three and absolutely love them, I had a taste too and think they’re great. A perfect addition to his lunchbox. ‘All natural, low calories, no nasties! I am converted to Appy. My kids & I love the taste. The only sugar is form natural fruits, the sweetener is natural stevia. Fruit Shoot and Capri Sun are full of nasties such as Anthocyanins, Potassium Sorbate, Dimethyl Dicarbonate, Acesulfame K & Sucralose to name but a few. Go Appy!’
‘eOne are delighted to be partnering with Appy for Peppa Pig juice drinks. Their healthy, delicious drinks and creative product development provide a fun but nutritious product that every little piggy fan and their parents will love.’
‘Appy is truly an innovative company; Nutritionally sound and utilising pioneering packaging, the Appy offering is key part of Nickelodeon license line.’
Lunchbox Doctor Founder and Media Nutritionist Jenny Tschiesche recommends Appy carton drinks ’they provide the great taste and hydration that both children and parents want without the sugar hit’
‘I love what you guys stand for and like how you do business. I've always been a huge believer in collaboration. My team and I are very excited to help your customers live a healthy and active lifestyle.’
‘The Ninja Turtles juices only have 4.22g of carbohydrate per serving. This is great news for my Type 1 diabetic son as he does not need to have an extra injection to enjoy a carton!’ ~ Stephanie Couch, mother to a diabetic child.
A Cornish Mum Lifestyle Blog
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We work with better ingredient providers
WE ARE ETHICAL
• 1/3rd of farms led by Women • Our farmers have fair contracts • Guaranteed price per kg for season • Free planting materials for farmers to multiply crop
Our Packaging is earth friendly…
• Our packaging is predominantly made from a renewable raw material: paperboard, which is also produced mainly using renewable energy. • We understand the importance of looking after our planet’s resources. That’s why we prefer to use materials that can be regrown or reproduced. •Our paperboard must be sourced from responsibly managed forests that we know are replenished and preserved for future generations to enjoy. • Throughout our manufacturing, transport and carbon management programme, we aim to minimise our carbon emissions. • Our packaging providers partnership with WWF-UK, has raised consumer awareness about the importance of responsible forest management and the benefits of choosing renewable wood or paper-based materials. • Our packaging preserves the shelf life of food minimising the need for food wastage.
WE HELP YOU BE MORE GREEN
PLANT Encouraging children to grow food to connect with nature. - Teaching kids about what’s in our juices LEARN Advising families on how to eat healthy through cook-along workshops. - Using Our Juices In Workshops PLAY Educating families on the benefits of exercise through fun activities. Supporting - Free Sport England Appy Hydrates Better Than Water GIVE Supporting earth-friendly causes to empower a greener future. - We Let People Know You Support Our Green Cause And Where To Get Our Drinks From
BENEFITS FOR YOU
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WE ARE GETTINGNOTICED
…
Appy drinks writes and is featured in a number of healthy living articles and supports a number of local charities all in the name of being noticed for pioneering the healthier families generation.
FEATURED IN At Home Parenting Global Licenses The Grocer The Vegetarian Magazine Peppa Pig Magazine And many more…
HEALTH IS AN AWARD WINNING IDEA
…
BEST NEWCOMER BRAND FINALIST & BEST NEW BEVERAGE PRODUCT FINALIST
NEW PRODUCT AWARDS FINALIST
BEST CHILDREN'S JUICE PRODUCT
BEST JUICE DRINK FINALIST
INNOVATION FINALIST
WINNER – HO.RE.CA & BEVERAGE INNOVATION AWARD