Charlie’s Phoenix Organics range hits Coles and BP

Posted by Nicole Eckersley on 4th May 2011

Charlie’s JuicesFruit juice and carbonated soft drink producer Charlie’s Group announced today that it has secured an agreement to range its Premium Phoenix Organics Brand on the chilled shelves of 750 Coles supermarkets across Australia.

The deal follows the recent successful introduction of the Charlie’s brand ranged into Coles in 2010.

The company said the move is a “significant win” for the Premium Phoenix Organics Brand, which pioneered the organic beverage movement 25 years ago in New Zealand. The award-winning organic beverage is considered innovative in the Australian grocery market and it is now sold in more than 14 other markets worldwide.

From June this year, the Phoenix Organics range in Coles will comprise nine products in the premium organic juice and organic sparkling juice ranges. The initial order is for approximately 19,000 cases, which represent around eight shipping containers in volume. Most of the organic juices will be sourced from Hawke’s Bay and bottled at Charlie’s West Auckland plant in Henderson.

Phoenix Organics will be stocked in the premium chilled ‘on-the-go’ area of each supermarket. The deal further expands the distribution footprint of Phoenix Organics, which until now has only been available in the HORECA (Hotels, Restaurants and Cafes) channel in Australia.

Charlie’s Group CEO Stefan Lepionka says consumers will gain additional opportunities to purchase and engage with the brand as the group continues to build its presence in the large beverage market.

“This deal further demonstrates Charlie’s Group’s capabilities to bring innovation to the chilled category in Coles stores across Australia.  The addition of Phoenix Organics into Coles will take the total product count to 26 and reinforces the Group’s position as the third largest supplier in the chilled beverage category in Coles supermarkets.”

Lepionka says Charlie’s has achieved a meaningful share of more than 10 per cent of the Australian chilled beverage market within six months of its initial Coles deal.

In addition, Charlie’s Group has agreed with BP to trial a selection of products from both brands in 205 BP company-owned service stations across Australia over the next six months.

The deal with BP involves a range of five Phoenix Organics and five Charlie’s products in BP-owned stores nationally. The products are on a six month trial after which time their performance will be reviewed.

“Roll-out has just commenced and will be completed over a four week period in May,” Lepionka said. “This is a significant opportunity for Charlie’s Group, as success could lead to increased opportunities in franchised owned BP stores as well as company-owned ones.

“Further to this, it could serve as a platform for the launch into other major service station channels and convenience accounts.”