Plenish, the fastest growing shots brand in the UK¹, has launched its biggest campaign to date across its shots portfolio. The social and PR led activation will see boosted posts across Instagram and TikTok channels, with Sunday Times best-selling author and qualified nutritionist Emily English advocating for the brand. This campaign will help keep Plenish front of mind with existing shoppers, and targeting new audiences, supporting retailers to drive sales within the health shots category while brand awareness is at an all-time high.

It comes well timed as the brand has conducted nationwide research in a poll of over 2,000 adults and 1,000 school children (aged 6-16) to reveal the significant nutritional knowledge gap between adults and their kids. The research revealed one in five (20 %) British school children were able to correctly identify that there are 13 essential vitamins, compared with only 5 % of adults. In fact, 38 % of children know the body can naturally produce Vitamin D, compared with only 31 % of adults. Only 12 % of adults believe they consume their essential vitamins daily, with 22 % not knowing a good source of vitamins, and 13 % believing too much meal preparation is required.

The Plenish range is designed to help people drink their way to wellness through potent superfoods, the products are easily accessible to health-conscious consumers making it the perfect product for adults and kids to get their daily vitamin intake. The range is packed with cold-pressed, plant-based ingredients to meet a range of functional benefits, containing no added sugar, preservatives or flavourings while also delivering on great taste. In fact, Plenish now makes up 19 % of the UK’s Juice Shots category MAT, currently valued at £5.71m², so it’s in the ideal position to help retailers cater to shopper demand and to continue to grow the category.

Russell Goldman, Managing Director at Plenish, comments “The research revealed some shocking results on nutritional and vitamin knowledge in adults versus children. The purpose of our campaign is to highlight this gap and drive awareness of the importance and ease of getting the correct vitamin intake and consumption of fruit and vegetables each day, particularly via our Plenish range.

“This comes at no better time following confirmation of Ginger Immunity and Berry Gut Health going live across 1,500 Tesco Express stores within its meal deal offering. The retailer now offers the full range of Plenish shots’ flavours and benefits, supported by in-store activity to help drive sales, such as our new chilled functional bay display.”

The campaign, which began its rollout this June, has seen a London pop-up on Portobello Road – Little Shot Shop – staffed exclusively by kids, it featured a market stall owner, reporter and nutritionist. The stand sampled Plenish Turmeric Recovery, Ginger Immunity and our new Mango Sunshine shots while quizzing adults passing by on their vitamin knowledge. There is also a sponsorship of Forest Bike Rides, live now, with Tesco stores selling Plenish shots in London on their interactive map. Alongside this, there will be instore POS activity in Tesco which will be live for a whole year.

The Plenish range of juices and shots is also available at Tesco, Sainsbury’s, Asda, Co-op, Ocado as well as wholesale.

¹NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, value Sales Data, MAT to 25.05.24
²NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, Value Sales Data, MAT to 25.05.24

• Britvic acquires Plenish, plant-based drinks business
• Portfolio comprises plant-based milks, cold-pressed juices and functional shots
• The transaction strengthens Britvic’s offer in the high-growth plant-based milks and organic juice categories

Britvic announces the acquisition of Plenish, the plant-based milks, cold-pressed juices and shots company, and one of the most exciting brands in its category in Great Britain. Plenish joins Britvic’s portfolio of market-leading brands and strengthens the Group’s offering in the fast-growing plant-based segment.

Founded in 2012, Plenish offers a range of plant-based milks and plant-powered juice drinks all made from the highest quality, organic and sustainably sourced ingredients. The products are carried by major national grocery retailers. Plenish’s sales are further boosted by highly effective marketing and a sophisticated direct-to-consumer sales offer.

Kara Rosen set up Plenish in 2012 after looking for alternative solutions to deal with a recurring health issue. A native New Yorker, Kara moved to the UK and soon realised that there were no cold-pressed juices in the British market free of sugar. Kara decided to make her own juices and nut milks using mainly green vegetables from organic origin. Since then, Plenish has become one of the fastest growing plant-based milks brand in the UK, while its juice-led direct-to-consumer business continues to grow at over 100+ % pa. The transaction is closely aligned with Britvic’s strategy of building a portfolio of soft-drinks brands for every consumer occasion and its focus on accessing new spaces in the soft drinks category. Britvic has a long track record of successfully leveraging its scale and capabilities to grow its brands, and it will draw on this experience to fulfil the full potential of Plenish.

Britvic recognises the opportunity presented by the fast-growing plant-based drinks segment, with plant-based milks set to achieve retail sales values of over £500m by 2024. The non-soya plant-based milks market has grown more than tenfold over the past decade and it is fast becoming a mainstream category, with consumers favouring healthier, plant-based products over dairy.

The transaction also serves to strengthen Britvic’s Healthier People, Healthier Planet sustainability agenda. The Group is committed to ensuring its products help consumers enjoy life’s everyday moments, as part of a healthy, balanced lifestyle. Healthy nutrition is at the core of Plenish’s brand with a range of products containing the highest quality natural ingredients with low calories, that are certified organic by the Soil Association. As an accredited B-Corporation and a certified carbon negative business, Plenish’s approach to environment will contribute positively to Britvic’s Healthier Planet commitments.