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Jelly for the belly
Sukk is the drink and the Clever Jelly
Company the creator — there’s the
beginning of why Tata Global Beverages’ new
health drink stands out from the crowd
drink-snack could be more than useful for those inbetween periods that separate lunch and tea, when the
stomach is rumbling and the pangs are particularly
demanding. The table was ready for Sukk, not soft
drink or chocolate or fruit, but healthy and filling
and fulfilling.
The background
The innovation
When you’re hungry — especially when you’re
hungry — eat and drink healthy, say the wise and the
wizened. Tata Global Beverages (TGB), smart by
disposition and young of age, certainly believes that to
be true, which explains its vision of delivering ‘good
for you’ drinks to a market that sees the healthy option
as extremely desirable.
Taking this vision to the task of creating a
healthy offering was what got TGB thinking about
stirring up the soft drinks segment industry in the
United Kingdom. That led to the idea of fashioning
something completely new and different, even
changing the way consumers perceive the
beverages category.
TGB understood that
consumers tend to grab fizzy drinks,
crisps and chocolate when they are
hungry. So why not give them
something distinct, and healthy to
boot, a mini snack, if you will? This
A TGB team comprising Andrew Dobson, Avgi
Tsotsou, Krishna Shanbhog, Nick Firrell, Don Ecford,
Barry Jansen, Rudiger Wolf and Sunil Kumar, pulled in
from different corners of the company, worked over a
period of six months to bring Sukk to market shelves.
That’s a short time for such a product to come so
far, but the team was quick to grasp the new
drink’s potential.
Sukk is a low-calorie jelly drink from a marketing
entity that TGB crafted for this venture, the Clever
Jelly Company. The drink contains fruit juice,
vitamins, green tea and added fibre and comes in two
flavours: lemon and kiwi.
Launched in the United Kingdom in April 2010,
each 180-gram pouch of Sukk has six grams of fibre
and more than its share of vitamins B and C, and it
rests light at just 83 calories.
TGB sees the drink as perfect for people on
the go, more so for the young. The development of
the drink was driven by consumers and their needs.
Once these had been ascertained, the TGB team
developed prototype products to test and these were
well-accepted.
The payoff
Tata Global Beverages
INNOVATION: Jelly drink health drink
COMPANY:
A year since its launch, Sukk has been a hit in the
British market, particularly in the 18-24 age group,
precisely the band of consumers TGB had set its sights
on when putting the drink together.
“People who email us on our website say they like
it and want to buy it in a supermarket near them,” says
a member of the team that developed the drink. “We
have got social media to play a vital role in spreading
the word on Sukk.”
Jelly drinks are a big deal in Japan, but hardly get
a look-in elsewhere in the global market. That may be
about to change, in Britain at least, as Sukk makes
its mark. n
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