Page 44 - Retail World Magazine Jan/Feb 2021 TOB

BEVERAGES FROM PAGE 40 “Additionally, we’ve worked hand in glove with our retail and distribution partners to ensure we remained competitive during these difficult trading conditions while sustaining consumer access to our products,” he said. Addressing the year ahead, Mr Raward says that, as in any economic downturn, a post-crisis downturn will probably lead consumers to demand value for money across retail sectors. “We’ll drive value creation with retail partners by driving value-based pricing and promotional strategies,” he said. “We’re also supporting retailers through innovation, with consumers trading up and down and left and right across the category. Now is the time to entice trial purchases.” In February, the brand will expand its offering with Tonik Energy, the “ultimate body fuel” containing a “potent combination” of branched chain amino acids (BCAAs), B vitamins, nootropics, and guarana, as well as Tonik Active, a “sugar-free amino-plus performance drink packed with BCAAs, vitamins and electrolytes”. “Building on the success of 2020, where we released Tonik Pro (a dairy- based high-protein RTD) and Tonik Plant, we’ll continue to innovate, with cutting edge product development meeting the needs of consumers who want to look after themselves,” Mr Raward said. “We’re looking to make Tonik Australia’s leading better-for- you health and wellness brand with an innovate stable of health and wellness products that are manufactured in- house at our Australian based facilities.” Califia remains well planted amid Covid-19 Califia Farms says the alternative milk category is achieving “continued growth” as demand “soars” for more plant-based products overall. Despite this growth, the company’s Australian Marketing Manager, Gemma Goorjian, acknowledges that while Califia Farms is becoming accustomed to a ‘Covid norm’, “these are uncharted waters, so we’re always getting prepared for what unexpected challenges Covid may present”. “In saying that,” she said, “we play in the health and wellness space, and now more than ever people are taking greater interest in what they’re putting into their bodies, and how and what they eat affects the planet.” Ms Goorjian says Califia Farms has worked closely with its domestic and international partners during the pandemic period to stay on top of the status of Covid-19 across the globe. The brand, she says, is also constantly thinking of its customers and how it can best connect and resonate with them during this time. Ms Goorjian added: “With our almond milks and Oat Barista Blend having a longer shelf life than traditional refrigerated dairy milk, we’re continuing to build our retail partner base to make our products even more accessible to consumers in these unpredictable times.” 42 RETAIL WORLD JAN/FEB, 2021 This year, Califia Farms is placing