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Cover Story - Issue January 2008

Slazenger S1: Setting a new standard in sports drinks and profit margins

Sports drinks growing from strength to strength
The UK sports drinks market has experienced strong growth in recent years and is now worth over £200 million. This is set to continue with the market estimated to be worth £254 million by 2010*.

Sports drinks are no longer niche and have moved from a drink for athletes to an everyday drink for hydration. The majority of sports drinks are consumed ‘on the go’ - in fact 63 per cent of sports drinks are purchased within the out of home and independent retail sectors.

Slazenger – a strong British sports brand
Slazenger has been supplying sporting equipment since 1881 and today the brand, worth over £120 million, is sold in over 100 countries worldwide. Slazenger stands for performance, style, expertise and is proud to be British. The brand is well established in cricket, tennis, squash, hockey and golf and will sponsor over 30 athletes and tournaments in 2008. Slazenger brand ambassadors include Paul Collingwood (England Cricket Captain), Tim Henman, Jacques Kallis (2005 World Cricketer of the Year) and the England Hockey Team.

Slazenger is renowned for its flagship partnership with Wimbledon which, in its 106th year, is the longest running sponsorship in history.

The science in Slazenger S1 – superior functionality
Slazenger S1 sports drinks are specially formulated to prevent dehydration, a major factor in preventing sports athletes from performing both physically and mentally. Slazenger S1’s hypotonic formulation can hydrate up to 40 per cent faster than isotonic sports drinks, great for gym and sports enthusiasts.

With no artificial colours, flavours or aspartame, Slazenger S1’s functionally is superior to anything else in the market. Available in two distinct flavours, orange and mixed berry, the eye-catching packaging will attract customers to vending machines.

Maximising the profit opportunity and keeping control
Slazenger S1 is ideal for the vending sector. With its low competitive cost price but high impact premium look the product will drive rate of sale through a vendor whilst earning more money than many of the leading competitors.

With the offer of free equipment from some sports drinks suppliers, operators often pay a premium for the product sold in the vending machine. Over the life of the machine, this can often cost more than if the operator was to purchase the machine themselves. Slazenger S1 sports drinks allow operators to purchase the machine and keep control over the range of products that can be sold through it,putting the control firmly back into operators’ hands.

Slazenger S1 Sports Drinks are exclusively available from Aimia Foods, which can offer advice on how to maximise sports drinks sales and profit.

*Mintel Sports and Energy Drinks - UK - July 2007