CEEP launches Oasis brand in pubs
The brand has made its on-trade debut with two variants, Oasis Summer Fruits and Oasis Exotic Fruits No Added Sugar, available now in 330ml can format.
Oasis Summer Fruits boasts flavours of apple, strawberry, redcurrant and cherry, while Oasis Exotic Fruits features a blend of mango and passion fruit flavours with no calories or added sugar.
Like the entire Oasis range, both variants use only natural flavours and contain no artificial colours.
Pivotal moment
Since its launch in retail last year Oasis Exotic Fruits No Added Sugar has generated £3.5m value sales while Oasis Summer Fruits has become the no.1 one flavour variant in the range, worth £170m, according to data from Nielsen and CGA.
The data also showed Oasis was the the leading juice drink brand across all channels apart from the on-premise.
Alongside a wider brand marketing campaign in 2024, the on-trade launches will be supported by a range of colourful PoS kits, available to operators direct from CCEP later this month.
CCEP on-premise associate director GB Pat Humphries said: “This is a pivotal moment for the Oasis brand and is a launch that will help licensed operators offer more great-tasting choice to their customers at a time when we know more consumers are moderating their alcohol intake.
Refreshing flavours
“Offering bold, refreshing flavours that resonate with young adults, the Oasis variants are also ideal accompaniments to meals and snacks.
“We’re confident these Oasis variants will deliver the choice consumers are looking for when they’re out for a drink or a meal and will match the success that the brand has had in other channels including grocery, impulse and food-to-go.”
Last week, it was revealed 67% of sector bosses believe low & no alcohol drinks will continue to or become a key trend during the rest of 2024.
The figure dwarfed every other potential drinks offer suggested by operators by almost double, with the next being cocktails at 35%, according to the CGA Business Leaders Survey 2024.
In addition, figures from Britvic’s annual Soft Drinks Report earlier this year showed the total value of the segment in foodservice and licensed outlets was up 2.4% year-on-year in 2023, rising to £7.7bn.
