An Exciting New Category Highlights the 3 Pillars of Innovation

At The Strategy Distillery, ‘super concentrated cordials’ keep popping up on our radar.  By super concentrates we mean tiny, pocket-sized cordials that require just a few drops added to water. See examples below. Its commercial importance was highlighted by Britvic (as reported in The Grocer) who believe this category could be worth up to £200m shortly, after establishing $300m in the US in the last two years*.

It’s a fantastic new category not least because it can deliver so well against the three pillars of product innovation: benefits, usage occasion, and target consumer: 

Here are some of the functional benefits it can offer:

On the go:

  • Preferred choice over flavoured water
  • Personalisation of flavour intensity
  • Still & fruity option where choice is often limited to carbonates and plain water 

…And some of the emotional benefits it can offer:

  • Ritualisation of experience
  • Control of experience
  • Sophistication vs regular squash
  • More special/ indulgent – the essence of something distilled down
  • A tangible functional benefit delivery mechanism (à la Berocca or Alka-Seltzer) 

It can deliver against so many usage occasions:

  • Travel
  • Work
  • Picnics
  • Festivals
  • Parties
  • Eating out
  • Etc…

…And there are many potential target consumers and need drivers: 

  • Teens (cool/ novelty)
  • Professionals (sophistication)
  • Busy adults (taste appeal)
  • Mums of little kids on the go (hydration made interesting)
  • Flavored water drinkers (better value proposition)
  • Health and well being seekers (additional benefits) 

So how have two key players positioned this innovation differently?

Comparison of super concentrates