UK drinks brand Happy Monkey starts the year with a new TV advertising campaign, refreshed pack design, and plans for even stronger growth after a landmark 2013.
In spite of category value erosion (-15.7%), the British brand said it stands tall as sales have surpassed £4m equating to more than 10m packs. Happy Monkey now owns a 9% volume share of the chilled kids drinks category, with sales growing annually, from £1.5m two years ago to more than £4m.
Smoothies take the biggest value (84%) and volume (71%) share of the chilled kids drinks category versus juice drinks. However, smoothies are responsible for driving the overall decline (-3.2%) in chilled kids drinks, while juice drinks are in growth (0.1%). Happy Monkey Smoothies said it is happily bucking this downward trend.
Happy Monkey is on trend – children’s nutrition hugely important in 2014
Children’s nutrition will be hugely important/important to new product development in the food and drink industry in 2014, according to 91% of respondents to an independent online survey. Happy Monkey Smoothies (Strawberry & Banana and Orange & Mango) have no added sugar, no sweetners, no preservatives, no bits and 100% pure fruit. Each carton contains one full portion of fruit and is an ideal size for a lunchbox. That last point may not have any health benefits, but it’s handy for parents when agonising over lunchbox items they trust their kids to enjoy.
In September 2013 the company launched Happy Monkey Milkshakes in handy portion-sized Tetra Pak cartons. The school-approved chocolate and strawberry variants are sold in Asda, Waitrose and Morrisons stores nationwide and will be stocked in Tesco this year.
Simon Gray, marketing manager at Happy Monkey, attributes the impressive growth rate to three factors:
- Increased marketing and advertising activity throughout 2013 including a new television commercial and a refreshed website.
- Heightened brand awareness through digital and social media campaigns. This worked particularly well combined with sponsorship and involvement with wider-reaching charity events that align with the brand values such as the Wild Futures Monkey Mile in Plymouth, the Bliss London Buggy Push and the Great Ormond Street Hospital RBC Race for the Kids 5K family fun run.
- Happy Monkey boasts impressive environmental credentials (including the Rainforest Alliance certified seal on its award-winning packaging) that have been warmly received by retailers and customers alike. Plus, all of its bananas are grown in an environmentally sustainable way and we use recyclable material in our packaging where possible.