Almost quietly and secretly, Bionade is breaking new ground and launching two new drinks on the market in spring 2024. What this means for consumers:
Most people will probably have known Bionade since they were little. Consisting of 100 percent natural ingredients and available in various flavors, the Bionade lemonade really delights young and old. The well-known lemonade is usually sparkling, bitter-sweet in taste and comes in a stylish glass bottle. But now Bionade wants to take new paths. (More exciting things from the world of consumers can be found here.)
Bionade opens new beverage category
As can already be seen on the Bionade website and Drinks News magazine, Bionade is bringing two new drinks onto the market. Although these are real classics, they have so far had nothing to do with the Bionade image. It is the iced tea that initially became popular, especially in the USA. The lemonade manufacturer is now also recognizing the potential of cold tea and is jumping on the cooling bandwagon with its own varieties, as HEIDELBERG24 reports.
With this, Bionade opens up a whole new product category for itself. But anyone who thinks that iced tea, like all other cold teas on supermarket shelves, will be available in cardboard boxes or disposable PET bottles is wrong. Because Bionade remains true to itself and its bottles. That's why the iced teas will also be available in the stylish Bionade glass bottles.
Despite the new category, Bionade remains true to itself
The beverage manufacturer also remains true to its taste. The iced teas are intended to represent a high-quality and natural alternative to the widely used products. That's why the iced teas, also in good old Bionade style, come without any artificial flavors or sweeteners. There is no carbonation in the iced teas. The company says it is based on high-quality tea extracts and fruit juice and has a low sugar content. From March onwards, Rewe and Edeka were also able to enjoy something familiar in a new look – the Aufback kebab.
Bionade wants to appeal to a young target group with the new product in the 0.33 liter longneck bottle. “With them, we want to survive in this beverage category for the long term, instead of just triggering a short hype like the numerous influencer iced teas have recently done,” emphasizes marketing manager Corinna Fuchs. With the modern drink, you are also well prepared for success in the catering industry.
Peach and lemon iced tea is said to delight Germany
So far there has been comparatively little advertising for Bionade's new drinks, but that will change when they enter the market. POS advertising materials are planned, i.e. directly at the point of sale, via display and via sampling. A campaign with a focus on OOH (advertising media in public spaces) and digital media will start in July. In addition, the iced teas will be part of the well-known water ice cream promotion in stores and restaurants in the summer.
The iced teas are initially coming onto the market in the wonderful classic and refreshing flavors of peach and lemon. The Bionade innovations are offered in 12x0.33 liter crates with longneck glass bottles. Bionade gives a recommended retail price of between 10.79 and 10.99 euros per reusable box. (rah)