Jun 10, 2025
Plenish Kids Vitamin Shots category innovation
Plenish has introduced three new wellness shots specifically for kids as the wellness drinks category continues to grow. Plenish’s launch demonstrates how established players are pushing category boundaries.
The introduction of Plenish Kids Shots represents a category-first initiative, a drink specifically for children extends options for parents beyond traditional vitamin tablets and supplements.
Alongside the new kids’ range, Plenish has also launched Ginger Energy shots, formulated with vitamins C, B6, and iron plus natural caffeine to provide sustained energy support.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead. These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”
Nice work. Format innovation is a huge driver of new product development. When used effectively it can create multiple secondary or additional benefits to the core job the brand delivers against. This drives new usage occasions, sometimes multiple purchases and often premiumisation. At a minimum it shows a brand is innovative and thinking about the category and the needs of the consumer. It can create a point of difference or marginal gains in a competitive environment. Being seen as innovative can even help drive core sales. Whilst no innovation is easy, delivering your existing offer in a new format can be a ‘relatively’ quick win.
Against the backdrop of a huge increase in the wellness segment, with more informed consumers seeking a range of solutions to help with on-going and preventative health, these format additions look like a strong idea. Kids and tablets, even chewables or gummies can be hard work. Adults need help to build supplementation etc. Into their daily lives. A nice tasting liquid format – easy to transport and usable out of home – adds convenience and that most important of things… choice. This is magnified by the work of other categories (e.g. probiotics) in making these formats acceptable and everyday i.e. there is less of a behavioural barrier to the innovation. NB, we like the big picture of the format on the packaging because it makes it easy to understand.
Innovation like this, underpinned by a strong brand investing in their point of difference means Plenish Kids Shots & Ginger Energy look like a simple, logical extension to add value to the category (therefore the retailers) and the brand.
Key point: innovation is essential to brand building, and it does not need to be a major tech breakthrough to add measurable value. Plenish clearly get this.
