On Shelf
On Shelf

#OnShelf: From sugar-free to a sweet packaging innovation

by Louise Burgers. New products in the toothpaste, chocolate and sparkling fruit water categories.

by Louise Burgers. An interesting twist in the sparkling water category; a sustainability innovation in toothpaste packaging; as well as something sweet for the chocoholics.

Sparkling water with a twist

While the demand for sugar-laden soft drinks has been in steady decline over the past few years, the sparkling water category and sugar-free softdrinks category has seen a surge in demand. A1 Fruit Water, a premium natural sparkling fruit water with zero-calories, has increased market share substantially since launching in Q3 of 2020. Consumers don’t only want to drink products low in sugar, but they are looking for ingredients with health benefits. Research from The International Food Information Council Foundation’s (IFIC) 2020 Food & Health Survey, conducted in April 2020, showed that nearly one in 10 consumers (9%) follow a clean-eating diet and 74% are cleaning up their beverage selection by limiting and avoiding sugars in the diet. Through A1 Fruit Water’s own market research it was found that from a sample of 1000 South African’s – nine out of 10 say they are happy to pay for sugar-free, preservative-free and 0 calorie drinks.

A1 Fruit Water officially launched in South Africa last year, with its range of natural sparkling waters, infused with real African fruit. The natural sparkling fruit water range comes in three flavours – Mandarin, Lemon, and Grapefruit. Produced in South Africa, the offering is a healthy option for hydration; and is the only offering on shelf that can hold a claim to be sugar-free, vegan accredited, gluten free, diabetic friendly, 0 calories, sweetener and preservative-free. The natural fruit infusion and flavours found in A1 Fruit Water are captured as a byproduct during the fruit concentrate manufacturing process, which is how the natural flavours are infused into the sparkling water range.

“Our target market is a group of highly conscious and discerning drinkers who care about what they put in their bodies and how their brands of choice impact the world around them. We’re meeting their need for healthy hydration, from a mindful brand who cares about the sustainability and future of Africa,” says Jan Strydom, operations manager at ONE54 South Africa. A1 Fruit Water works with farming partners which are located in the sub-tropical mango and citrus producing region of Hoedspruit in the north of the country. The new brand has national ambitions but has launched with a focus on the Western Cape and Gauteng provinces with products on shelves at Pick n Pay, Spar, other independent retailers, as well as online at Takealot. RRP: R339.00 per case OR R16.99 per unit.

Packaging for a sustainable future

The new Colgate Naturals range has been introduced in South Africa, featuring the company’s first recyclable plastic tube, in a recycled carton box. Most of today’s toothpaste tubes are made from sheets of plastic laminate – usually a combination of different plastics – sandwiched around a thin layer of aluminum. The mix of materials makes it impossible to recycle through conventional methods. The Colgate Naturals range changes this in South Africa using High Density Polyethylene (HDPE), the plastic used to make milk jugs and other plastic bottles that is already widely recycled. The tube has received recognition from APR (The Association of Plastic Recyclers); and RecyClass (an initiative that works on improving recyclability of packaging) which sets recyclability standards for North America and Europe respectively.

“Building on ongoing efforts to help people make small, sustainable changes for the better, the recyclable tube is a way Colgate is improving the sustainability profile of our products to help achieve our aim of 100% recyclable packaging by 2025. With this breakthrough, we’re proudly helping to build a more environmentally friendly future for generations to come,” said Francois Falls, general manager, Colgate South Africa. Toothpaste sales account for an estimated 20 billion tubes annually around the world and there is a strong consumer desire to try natural and sustainable products. Consumers are focusing on trending ingredients and asking what is in their products – they are more interested in what they consume; and they are asking for recyclable and reusable products. It is a cultural shift, not just a trend, is the key takeaway from the Colgate launch webinar. The three new Colgate variants include Charcoal, Hemp Seed Oil and Aloe Vera which contain carefully selected, essential ingredients that are 99.7% of natural origin to make the paste optimal for everyday protection.

Double the treat

Cadbury has just introduced the new Cadbury P.S. DUO. The bar is a new taste that is #MadeToShare, with two bars in one pack. “We wanted to surprise Cadbury P.S. enthusiasts with their favourite chocolate bar, but in a new format that not only combines all the deliciousness of Cadbury P.S. but also encourages them to enjoy the moment of sharing. With two bars in one pack, Cadbury P.S. DUO is a decadently tasty addition to the Cadbury P.S. family and perfect for sharing,” says Lara Sidersky, Mondelez SA category lead for chocolate. Over the next month the Sobekwa, Siebritz, Petersen, Du Plessis and Modiselle Twins will feature in the campaign to launch the new chocolate duo. New Cadbury P.S. DUO is available from major retailers nationally. 


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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