Shine+ has launched a new 330ml range of better energy drinks to help people “think, feel and do better”.
C&I recently caught up with Shine+ CEO and Co-founder, Steve Chapman, to hear all about the new range, its packaging redesign, and the growing popularity of the innovative nootropics drinks category that it sits within.
“Nootropics is a fast-growing category and The Shine+ 330ml range provides a fantastic opportunity for retailers to engage shoppers who are looking for a healthy, better energy boost, not offered by traditional energy drinks,” explains Chapman.
The brand launched four years ago with a shot that retailed for $6.50 and it literally flew off retailers’ counters. Once Shine+ began getting national ranging and was picked up by some bigger distributors, they launched a 400ml-carbonated beverage to sit alongside things like kombucha, which at the time was a key player in the better-for-you space.
“We wanted to play with the big boys and get in the fridges and at the time kombucha was doing a great job of opening up this better for you category. Kombucha was looking after the gut and our job was to really go and look after the mind and help people to get that mental pick me up that they were looking for,” explains Chapman.
The 400ml range retailed for between $5.95 and $6.50 and was driving a “phenomenal” amount of repeat purchase.
“We found once people tried this drink they loved it and came back,” he says. But the next hurdle was to open the category up to a wider group of consumers by delivering a more accessible volume and price-point.
“We really rebuilt everything from the ground up. We’ve gone to a 330ml bottle, we updated the packaging, we’ve updated the labelling and the messaging, and most importantly we’ve updated the price-point to be able to get it to $4.95. So we’re still at the premium end of the category but now at an accessible level.”
Chapman says that the new packaging and messaging will help to build not only the Shine+ brand but also to introduce more people to nootropics and help them to better understand the category.
“We decided that we really wanted to build the brand Shine+. And Shine+ is yellow, it’s bright, it makes me happy looking at it. So now they’ve all got that awesome colour of yellow with the flavour colours across the top,” says Chapman.
The messaging on the front panel of all of the bottles has also been updated to highlight the key benefits of nootropics, which are “thinking, feeling and doing better”.
“Most importantly we’re starting to call out the category ownership of being a nootropic drink – it’s a better energy. It’s for people who are looking for a mental pick me up but they want it healthy, they want it natural, they want it low sugar.
“We sit beautifully between the traditional energy drink category and the better for you space with really no competitors.”
The Shine+ 330ml range is available in four flavours including Tropical Coconut, Blueberry Lemonade, Peach Passionfruit and Watermelon Mint, and Raspberry Soda.
Stay tuned for our full interview with Steve Chapman on C&I Live TV, which will be coming out soon.
