Guru Plant-Based Drink to Launch Campaign Across Canada
Montreal-based Guru Organic Energy Corp., Canada’s leading organic energy drink brand, announces the launch of “Made with Plants,” a national campaign that highlights Guru ’s exclusive market position as the only plant-based drink in its category and introduces Guayusa Tropical Punch to Canadians from coast to coast after its successful launch in Quebec in late 2021.
Developed in collaboration with Sid Lee, the six-week integrated, omnichannel campaign will kick off at the end of March. It features Guru’s full lineup of plant-based drinks (Original, Lite, Matcha, Yerba Mate and Guayusa Tropical Punch) and focuses on one of Guru’s key differentiators: its entirely plant-based and organic list of ingredients. The campaign will also be supported by the first large-scale in-store activation program, with the support of Guru’s exclusive Canadian distributor.
“Made with Plants is a bold campaign that introduces Guru’s better-for-you products to consumers across Canada and marks the beginning of the next phase of our ambitious Canadian growth plan. This campaign puts forward a fresh take on how natural, plant-based energy can fuel a healthy and active lifestyle. With the objective of creating awareness, encouraging trial, and reinforcing the fact that Guru is the better-for-you option in the market, the campaign builds on Guru’s momentum as the fastest-growing organic energy drink in Canada in the last 52 weeks,” said Carl Goyette, president and CEO, citing Nielsen data.
“This campaign also marks the national launch of our most recent innovation, Guayusa Tropical Punch. The first phase of its launch in Quebec was a huge hit, with Guayusa now ranking as the #6 energy drink in Quebec’s convenience and gas channel and as the industry’s top innovation both in 2021 and 2022-to date,” Goyette said, again citing Nielsen data.
Recent internal data shows Guru products’ weighted distribution at over 90 percent in the convenience and gas channel, and over 50 percent in the grocery, drug and mass channel in Canada (excluding Quebec), supporting this major marketing initiative. The campaign will include a comprehensive mix of out-of-home banners, digital and print content on leading platforms, partnerships with select influencers, in addition to sampling events and activations in major cities across the country.
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Little Spoon Launches Clean Label Baby Food Transition Meals
Building on the success of Little Spoon Babyblends, which has earned Clean Label verification, the company has launched a baby food line of Transition Meals. The new line offers support in taking the baby-led weaning route, aging out of purees and into whole foods or for parents looking to add variety to a baby’s mealtime.
Little Spoon Transition Meals feature small chunks of soft foods, which helps develop oral motor skills and chewing ability. The nutritionally balanced baby food meals are made with 100 percent organic, non-GMO ingredients.
Having the Clean Label Project’s Purity Award and Clean Label certifications mean Babyblends were tested for more than 400 industrial environmental contaminants, including heavy metals, endocrine disrupting chemicals, and pesticides and BPS/BPA plastics. Products awarded the Clean Label Project certification represent the top 90 percent of of best-selling products across America
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Organic Food Show BIOFACH Pushed to July 26-29
The international organic food trade show BIOFACH has been pushed back from February to July 26-29 in Nuremburg, Germany, due to health concerns.
“The decision to postpone the trade fair pairing and the accompanying BIOFACH and VIVANESS Congress this year was taken on a one-off basis in close consultation with the exhibitors,” NürnbergMesse organizers said.
The international organic sector gathers in Nuremberg at BIOFACH, the world’s leading trade fair for organic food. The comprehensive range of certified organic products on display shows diversity – from fresh products such as dairy and cheese, fruit, vegetables, dry products like grains and pulses, nuts and confectionery to beverages.
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An integral part of this world-leading trade fair is the BIOFACH Congress, a knowledge-sharing platform. With another six BIOFACH events in China, India, Japan, South America, Thailand and the United States, BIOFACH World has a global presence and year for year brings together more than 4,500 exhibitors and 150,000 trade visitors.
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