Plenish, the functional shot owned by Carlsberg Britvic, is expanding its range with the launch of Ultra Ginger.
Plenish Ultra Ginger is claimed to be the first shot to be formulated with triple-sourced ginger (cold-pressed, dehydrated and extract). It delivers 29g of pressed root ginger per bottle, and 100% Reference Intake of vitamin C, plus a source of zinc.
The new shots are rolling out in Tesco and online this week, and will be available in a 420ml multi-serve dosing bottle (RRP £6.95).
The functional shots category is forecast to grow from £42m RSV to £115m RSV by 2027. Plenish leads the market in unit sales, with the launch of Ultra Ginger aimed at boosting the brand’s reach and appeal to more habitual shot takers.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Plenish Ultra Ginger is a bold yet natural next step for Plenish. As colder, darker days roll in, we’re uniquely positioned to continue to drive category growth through innovation, and responding to consumer demand for effective products which support the immune system. Plenish Ultra Ginger redefines the shot category by delivering more of the superfoods, active ingredients, vitamins and minerals.”
The expansion of Plenish’s range of shots will be supported throughout the autumn and winter by its ‘Give it a Shot’ campaign, including an upcoming ATL marketing campaign, in-real-life community events and shopper marketing. Plenish will also be working with wellness and fitness creators across its Instagram and TikTok channels.
