Smoothie Brand Winners Celebrate Success

UK drinks brand Happy Monkey starts the year with a new TV advertising campaign, refreshed pack design, and grand plans for even stronger growth after a landmark 2013.

In spite of category value erosion (-15.7%), the British brand stands tall as sales have surpassed £4m equating to more than 10m packs. Happy Monkey now owns a 9% volume share of the chilled kids drinks category, with sales growing annually, from £1.5m two years ago to more than £4m.

Smoothies take the biggest value (84%) and volume (71%) share of the chilled kids drinks category versus juice drinks. However, smoothies are responsible for driving the overall decline (-3.2%) in chilled kids drinks, while juice drinks are in growth (0.1%). Happy Monkey Smoothies is happily bucking this downward trend!

Children’s nutrition will be hugely important/important to new product development in the food and drink industry in 2014 according to 91% of respondents to an independent online survey*. Happy Monkey Smoothies (Strawberry & Banana and Orange & Mango) have no added sugar, no sweetners, no preservatives, no bits and 100% pure fruit. Each carton contains one full portion of fruit and is an ideal size for a lunchbox. That last point may not have any health benefits, but it’s handy for parents when agonising over lunchbox items they trust their kids to enjoy.

In September 2013 the company launched Happy Monkey Milkshakes in handy portion-sized Tetra Pak cartons. The school-approved chocolate and strawberry variants are sold in Asda, Waitrose and Morrisons stores nationwide and will be stocked in Tesco this year.