Setting aside politics and the incompatible objectives of raising tax revenue while reducing consumption of sugary drinks, the Sugar Tax is scheduled to be introduced in 2018.
Affected brand owners will most likely re-formulate products to avoid the levy and retain competitive pricing, or will encourage consumers to try low-sugar alternatives. To do neither will almost certainly result in a loss of market share.
Sampling remains the proven method of encouraging consumers to try a new or alternative product. A social media campaign combined with the UK’s 60,000 convenience stores is a powerful alternative to more traditional methods of reaching consumers.
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