SUSO

TRADE UPDATE - NEW FROM SUSO IN 2011

Introducing The Full SUSO Brand Relaunch & New SUSO Still

SUSO, one of the best selling soft drinks in secondary schools nationwide, is set for a Full Brand Relaunch in 2011. This initiative is set to build on SUSO’s tremendous sales momentum across the education sector and kick-start the summer term for SUSO and secondary schools nationwide.

The SUSO Relaunch is the result of an extensive piece of research in and around secondary schools carried out by SUSO in 2010. This research revealed that currently as many as 83% of secondary school students make over 50% of their soft drinks purchases outside of school on the basis of better choice and better value for money beyond the schools gates. The opportunity for caterers in the education sector is clearly to improve the credibility of the offer in schools to capture some of this spend. In this regard the SUSO Relaunch is not only entirely focused on addressing the key wants and needs of teenagers, it is also looking beyond the school market in its benchmarking, with an eye on growing the overall schools category rather than self-servingly growing its sales via switching in schools.

New SUSO Fizzy, delivers new improved recipes for even better fruit taste and refreshment, in a new larger 330ml can, delivering maximum value-for-money for teens. SUSO’s distinctive can graphics, already hugely popular with young people, have been further evolved to deliver maximum relevance and appeal. And a new brand message, “STAND UP. STAND OUT.”, an acronym of the brand name, will form the basis of SUSO’s inspirational advertising message to teens in 2011. SUSO aims to encourage young people to Stand Up and Stand Out in a positive way in relation to the things they want to do and the things they believe in – just as SUSO have sought to do in bringing a fruit loaded, artificial free, better choice of soft drink to the UK market. This innovation is guaranteed to drive SUSO sales and market share during the key summer period, while SUSO’s new optimised offer and market comparable value for money is geared to ensuring more kids buy more of their drinks in school rather than venturing to the local corner shop.
 

The launch of New SUSO Still in 2011 is a natural extension for the SUSO brand and product range. Combination juice drinks in bottles are proving very popular with teens and young adults but today there is a misconception that all these drinks are good for you and thereafter a clear lack of healthier alternatives. The majority of combination juice drinks in the UK today have a very low fruit content, added sugars and artificial preservatives. SUSO’s Still offer, however, delivers all the SUSO benefits you would expect from this cleaner schools approved brand - high fruit content (over 50%), great taste and hydration, absolutely no artificial ingredients, artificial preservatives or added sugars. Only now SUSO are delivering the drink without the bubbles, and available in a 500ml PET resealable bottle.

SUSO Chief Executive Officer, Sean Uprichard says: “In our recent research, UK teenagers told us that although there was a lot they loved about SUSO – from the artistically-designed recyclable cans, to the refreshing fruity taste – but they also told us there were things we could do better and things that we could do that we weren’t currently doing. The Brand Relaunch and the launch of New SUSO Still are both about responding to this call to action from SUSO’s teenage consumers.”

Made with mixed fruit juices, natural flavourings, water and carbonation for refreshment, SUSO’s Fizzy & Still drinks range contains absolutely no artificial additives or added sugars. As such it represents a better choice of soft drink for teens. It simply contains more of things we want from a soft drink and less of the things we don’t.

The Brand Relaunch and the launch of New SUSO Still will be supported with an extensive trade press and brand campaign and will be activated through the www.suso.co.uk website, which engages teens and encourages them to STAND UP & STAND OUT for the things that are important to them.

-ends-

Notes to editors

About SUSO:
*SUSO aims to encourage young people to drink more healthily and be more in their lives than they might otherwise be – this by encouraging them to Stand Up and Stand Out in a positive way in relation to the things they want to do and the things they believe in.
*SUSO has no artificial preservatives, colours, sweeteners or sugar added, and it meets all government nutritional standards for drinks in schools.
*New SUSO 330ml Fizzy and New SUSO 500ml Still will be available to order from mid April 2011.
*Carbonated SUSO will continue to be available in Orange, Lemon, Berry, Apple and Tropical Fizz flavours – SUSO Still will be available in Summer Berries and Tropical Punch.
*SUSO is available to order through all key national and regional distributors (Brakes, 3663, DBC, JJ’s, Blakemore, YPO, Holdsworth, The Country Range Group), leading schools caterers (Sodexo, Compass, Baxter Storey, Wilson Jones, Catering Academy, Innovate, The Brookwood Partnership), schools Buying Groups (Pelican, Caterbuy, Food Service Options) and over 40 Local Education Authorities nationwide.

For more information, images or to arrange an interview please contact:
Sean Uprichard, Tel 0208 541 2840, SUSO sean@suso.co.uk

Categories Innovation Tags Update Innovation Advertising

By Sammy on 28/2/11