Need to Know
11 : 05 : 23

Global – Satisfy and Trailrunner have introduced a new addition to the energy drinks category – non-carbonated, cola-flavoured soda.

Floda, short for flat soda, was created with the needs of long-distance runners in mind. While traditional sodas yield several energising benefits for endurance runners, the carbonation can lead to discomfort when running, causing unwelcome cramps and wind. Enter Floda, which provides the levels of caffeine and sugar that athletes seek in sodas without the bubbles.

In running communities, it is common practice to decarbonise sodas at home in advance to make them race-friendly. ‘We just tapped into something the ultra-running community have been doing all along,’ explains Andrew Lincoln, Trailrunner’s head of brand and creative. ‘We wanted to help make it more accessible for all trail runners to benefit from.’

The heightened consumer interest in hydration and energy categories is creating a market for products like Floda and driving new opportunities for the alternative energy drinks market.

UK – Established by a mother-daughter duo in 2018, Stone & Mason added a series of limited-edition bags made with hand-woven recycled crisp packets to its collection in March 2023. Hand-weaving experts in Colombia use the upcycled raw material via the Artesanias del Atlantico initiative promoting and supporting local artisans. The latter crocheted five designs of totes and bucket bags available online as part of the Crisp Collection for between £135 ($170, €155) and £245 ($310, €282).

Designers Susan and Holly aimed to 'turn trash into treasure' while staying true to their brand motto of selling bags filled with branded products and valuable gadgets. Anyone acquiring the metallic Grace Bucket Bag, named after Grace Jones, will receive the bag made with recycled plastic crisp packets, a portable phone charger, a lip balm, earring backs, silk tie side knickers, gum, a perfume atomiser and a tongue-in-cheek British made bag of crisps with biodegradable packaging.

In Food Waste Innovation, we previously looked at how, from food-sharing to upcycling, the growing need to create innovative and sustainable solutions to food waste presents various opportunities for all industries, from sunglasses manufacturers like Ashaya to fashion designers like Stone & Mason.

Global – A 2023 report published by influencer marketing software Traackr states that out of more than 300 marketers surveyed, 61% reported that fewer than half of the creators they gave products to post about those items on social media. Also known as influencer product seeding, the marketing strategy has faced a backlash from the general public and influencers themselves, alerting brands to the carbon footprint generated by the hundreds of parcels received regularly.

Nevertheless, 65% of the same marketers surveyed say they will continue to send gifts to an influencer who didn’t include those gifted products in their content. Marketing specialists quoted in the report also mention how gifting should evolve from identical PR packages sent en masse to a curated selection of products tailored to each influencer. Madeline Chambers, director of the influencer and social media strategy at Maybelline, told Traackr: ‘Before you reach out to an influencer or send them a product, find the time to connect with and get to know them. This critical element could drastically improve the quality and impact of your product seeding campaigns.’

In Accredited Influencers, we previously highlighted how the influencer model, no longer associated with self-obsession, superficiality and the entitlement to freebies, has become a legitimate career with real societal power.