#OnShelf: Brand extensions target new customers

by Louise Burgers. Brand extensions, partnerships and collaborations to extend brand reach and target new customers, are the focus this week of new product launches and partnerships from PURA Soda; Pick n Pay; and ACS Pharma eye care.

PURA Beverages’ launches kids’ range

PURA Soda has launched PURA Kids, a preservative and colourant free range that contains 34 calories and comes in four natural flavours: missed berry, pink lady apple, peach and lemonade. It’s also packaged and sized in colourful 200ml eco-friendly cartons featuring quirky characters; as well as a paper straw. “PURA Kids comes without the sugar rush,” says Greig Jansen, CEO of the PURA Beverage Company. “One trend that will continue to shape the kids beverage market is the focus placed on kids’ nutrition through preventative eating or proactive consuming.” PURA Kids is available from Pick ‘n Pay stores; as well as select convenience retailers nationwide at R7.49 for a 200ml box or R49.99 for six.

Pick n Pay Clothing debuts on Zando

To extend the reach of its fashion brands, Pick n Pay Clothing has launched on Zando, with its clothing ranges available on the ecommerce retailer, in addition to its physical stores and own website. “Pick n Pay Clothing customers will have more access to our clothing ranges through Zando, and we look forward to welcoming new customers who we know will enjoy the quality and affordable pieces of the fashion that we offer,” says Hazel Pillay, GM, Pick n Pay Clothing. Pick n Pay Clothing  recently launching its second instalment of limited edited designer wear collections in collaboration with young emerging SA designers, mentored by veteran SA fashion designer, Gavin Rajah. Through Zando, Pick n Pay aims to diversify its customer base, reaching more customers, and creating more opportunities for shoppers to access their range. Pillay says the collaboration with Zando was the logical next phase for the brand. Zando.co.za was established in 2012 and since then has grown to become one of South Africa’s biggest online fashion platforms. It forms part of the Jumia Group, Africa’s leading ecommerce platform in Africa. “Having Pick n Pay Clothing onboard provides our shoppers with access to the latest trends at affordable prices, which we really are excited about.” says Grant Brown, CEO, Zando.

ACS Pharma launches new natural eye drops

ACS Pharma has launched new ACS Natural Brightening Eye Drops, the latest addition to its range of dry eye relief products. ACS Natural Brightening Eye Drops offers a formulation of both Chamomile and Euphrasia to soothe red, itchy eyes. The solution aims to solve a variety of eye ailments, including sore and tired eyes, inflammation, swelling, sensitivity and allergy symptoms. The product requires no prescription, is affordable, and compatible with all types of contact lenses – and can be used by both contact lens wearers and non-wearers of all ages. Jonathan Yen, director at ACS Pharma explains, “Our solution has natural actives, providing soothing, lasting relief, in a healthy way, and at an affordable price.” Global data reveals that the eye drops and lubricant market’s year-on-year growth will continue to increase by $22.625 mil (4,7% overall increase). In South Africa, there are similar trends, says Yen. Suggested retail price is R49.95 for a 10ml pack.

Main image credit: PURA Soda.

Louise Burgers 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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