#OnShelf: Berries, health and nutrition
by Louise Burgers. New brand extensions and launches from Fair Cape Dairies, Montego Pet Nutrition and Pure Clean Zone.
by Louise Burgers. It’s nice to see new product launches, brand extensions and brand refreshes for normal products like yoghurt and pet food; and the innovation coming from the cleaning industry to safeguard our health during this time of corona.
Strawberry yoghurt brand extension
Just in time for summer and back-to-school for our poor kids in this crazy year, Fair Cape Dairies has launched a strawberry-only version of its smooth six-pack yoghurt Lunchbox range. Strawberry is the most popular flavour combo for kids and fussy eaters; and yoghurts are a staple for school lunchboxes, hence the convenient six-pack that fits into most lunchboxes and cooler boxes. The pack size is six 80ml tubs; and recommended retail price is R10.99 – R11.99. Fair Cape Dairies is a once small-scale dairy farming operation run by the Loubser family for more than five generations, which has grown to become one of South Africa’s leading commercial dairy brands. The business prides itself on its commitment to ethical business practices, and has developed three pillars on which it positions its business: animal welfare, environmental welfare and social welfare.
Pet food rebrand
As part of Montego Pet Nutrition’s phased rebranding, the Bags O’ Wags treats range has recently received a bold new look, along with the launch of 14 new variants and flavours. Bags O’ Wags pet food packs have new 2D illustrations with a variety of characters for each pack. The new design includes new themed looks for the original ranges of Crunchies (for dogs that prefer crispy biscuits); and Chewies (for dogs who want something to savour); as well as three new variants: Munchies, Squishies, and Puppy Trainers. The 14 new flavour variations include: Juicy Boerewors, Yummy Peanut Butter, Succulent Spare Rib, Wholesome Original, Om Nom Nicely Iced, Delectable Beef Flavoured Marrow Bones, Fried Bacon, Grilled Chicken, Smoked BBQ, Roast Beef, Refreshing Mint Flavoured Dental Tubes, Scrumptious Peanut Butter Flavoured Toffees, Strawberry & Cream, Condensed Milk & Caramel, and Chocolate & Vanilla. After so many adjectives, I need a lie down.
COVID-19 has certainly brought out the innovators. There is now a clear stick-on plastic film with effective anti-microbial properties that can apparently protect all surfaces that would usually be touched by the public in high traffic areas when entering your store or building – from door handles to counters to restrooms. The product is Pure Zone and the distributors claim it can protect against 99.9% of bacteria. Pure Clean Zone says its product has recently passed the ISO21702 standards test, which confirmed that it reduces the coronavirus’s viral load by 99,87% within just an hour. It’s got something to do with the silver ion technology which even provides protection for up to five years. Ray Langa, sales director for Pure Clean Zone says, “Pure Zone is a product that came into South Africa at just the right time. Businesses buy it once-off and it has a five-year lifespan. And in a period when the world as we knew it has changed drastically, everyone needs to be more conscious of bacteria than ever before. This protective film is, first and foremost, designed to make environments safe, protecting employees and significantly cutting down on the worry factor – and even cleaning costs.” I wonder if there is a home use. Could one wrap one’s children in it? The entire kitchen? Asking for a friend.
Louise Burgers (previously Marsland) is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.
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