UK | Plenish has announced three new wellness shots as it continues to develop the category.
The shots category is seeing unwavering growth and is predicted to grow in value from GBP 42 million RSV to GBP 115 million RSV by 2027.
Plenish has continued to drive the category growth with innovative additions to its range of shots, which respond to the growing number of consumers investing in their health and wellbeing.
These include Kids Shots, a category-first; Ginger Energy, which provides a balanced energy lift from vitamins C, B6, iron, and natural caffeine; and a new redesigned format with 420ml multi-serve Dosing Bottles.
Plenish Kids Shots
Plenish is proud to introduce Kids Shots as a UK-first in the category, as it reaches new audiences with a delicious and nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11.
Plenish Kids Shots are available in two flavours: Berry and Mango. They are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 percent of a child’s recommended intake (RI) of vitamin D for bone health, 100 percent RI of vitamin C for immune support, iron for cognitive development, and zinc for additional immunity.
Children are experiencing a rapid period of growth and development. With the percentage of young children at risk of iron deficiency increasing yearly in England and vitamin D deficiency apparent across the UK population, fortified food and drinks can help provide the key nutrients required at this life stage.
Plenish has carefully selected a blend of vitamins and minerals essential for children to address these deficiencies, including vitamin C to aid iron absorption. Plenish Kids Shots meet the England School Food Standards and last outside the fridge for 8 hours, allowing them to be enjoyed at breakfast, as a healthy addition to a packed lunch, or as a child-friendly nutrition boost during the day.
Plenish Ginger Energy
Plenish Ginger Energy is spicing up the shots category. The 60ml shots provide a natural source of caffeine from Yerba Mate (20mg/100ml) for a balanced lift.
Plenish Ginger Energy offers energy release from vitamin C, B6 and iron and an invigorating sensorial experience provided by the ginger root, coupled with the balanced caffeine from the Yerba Mate and the effective blend of vitamins and iron.
The launch marked a new occasion for Plenish, which addressed new needs with the shot, which is designed to replace an afternoon coffee or provide a pre-workout kick.
Plenish 420ml multi-serve Dosing Bottle
Transforming its existing Dosing Bottle format to enter new daily consumption occasions with greater value and convenience, Plenish is introducing a new 420ml multi-serve Dosing Bottle across its range of shots, now providing seven shots in one convenient bottle.
Dosing Bottles are the leading format for wellness shots, holding a 62 percent category share, worth GBP 30 million. Plenish’s uniquely designed bottles, which contain dosing marks for extra convenience, provide a more accessible format and a convenient way for shoppers to enjoy the range, including Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Sunshine, and the newly launched Ginger Energy.
“The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category that Plenish is uniquely positioned to lead. These innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible,” said Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic.
“By responding directly to consumer needs and working closely with our retail partners, we’re expanding our range and driving category growth and bringing plant-based health to more people than ever.”
Plenish’s expansion of its range of shots will be brought to life throughout the summer as it continues its ‘Give it a Shot’ campaign launched in January. This campaign includes implementing out-of-home advertising, display and paid social media across Instagram and TikTok, shopper marketing, and exclusive events.
