Plenish has introduced three new wellness shots as it continues to lead the development of the category.
The new lines include Kids Shots as a category-first, Ginger Energy providing a lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420ml multi-serve dosing bottles. The new shots will begin rolling out across major retailers from the end of this month.
The move comes as the juice shots category continues to see strong growth, with it predicted to grow in value from £42m RSV to £115m RSV by 2027.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead. These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”
The expansion of Plenish’s range of shots will be brought to life throughout the summer as it continues its ‘Give it a Shot’ campaign launched in January, including the implementation of nationwide out-of-home advertising, display and paid social media across Instagram and TikTok, shopper marketing and exclusive events.
