Fit Drinks - Plan Your Strategy for the New Year Now

I received a promotional post card and a promotional email from Big Train today announcing their new "Fit Frappe" line of powders. Besides being impressed with their German train-like marketing execution I was also impressed with their recommendation to start planning the marketing of so-called healthy beverages a full month before new year's resolutions hit. They are correct, the time to think about a healthy drink program is now, not January 2.

Every new year the weight loss phenomenon hits and every year many shop owners don't fully capitalize on it. Bringing on a few new products may be necessary but often shops can market low calorie or low sugar or low carb offerings with ingredients they already have on their shelves. Sugar free syrups and sauces (especially sugar free chocolate sauce), 100% fruit smoothies with no added sugar, green teas, yerba mate, rice milk and protein powder come to mind.

As far as Big Train's new products specifically - they appear to essentially be their No Sugar Added frappes with protein added. They are low in sugar but high in sugar alcohols, preventing them from being a true sugar free product. I don't expect these to take off, mostly because they are just a variation on an existing frappe and someone who really wants a protein blast will probably get it somewhere else. However, their overall marketing strategy is a good idea.

Add protein and it's a "Fit Frappe"

Bottom line (no pun intended), I recommend all shop owners start working now on a "Healthy Drink" marketing plan that kicks off to your customers January 1 (no need to spoil their holiday spirit before then). The size and scope depends on your shop but at least do something. Feel free to create a program based on your understanding of healthy. Just because a company tells you something is a healthy product doesn't mean you have to agree. Personally, I wouldn't put "sugar alcohols" on my list of products I want to consume more of in 2012 for a healthier me.

I will compile a list of health oriented products we carry along with some other food ideas you might find interesting - just let me know if you want a copy e-mailed to you..