Sodafolk teams with Gopuff to grow younger audience
Rapid delivery big hitter GoPuff has inked a deal to distribute challenger soft drinks brand SodaFolk as both firms look to woo more younger shoppers.
The service is available in 25 key UK university cities and promises to deliver in under 20 minutes, with around 50% of GoPuff’s British shoppers being students.
Early signs show people skewing towards Soda Folk’s ‘younger’ flavours. 80% of the SKUs sold on GoPuff so far are the craft soda maker’s fruit flavours, with 20% being Cream Soda and Root Beer.
Simone Waterfall, Soda Folk’s Chief Soda Maker, says: “The soft drinks shopper is changing. They’re drinking less alcohol, so they want to find exciting alternatives, they want craft-level quality and socially aware brands.”
“They’re conscious consumers at a high margin, premium price point. And Soda Folk is right in their sweet spot of lovingly crafted drinks with award winning - and interesting - flavours, plus strong social values (with our “Good Folk” ethos and charity work).”
“We’re selling ‘good times’ in a can, and with GoPuff, shoppers can get those good times in less than 20 minutes.”
Waterfall adds: “We have beaten competitors to the e-commerce punch over the past two years, so are always on the lookout for innovative ways to get our good sodas to good shoppers.”
“Even though our sodas are about nostalgia and reminding people of good times, our sales and marketing is incredibly modern. Indeed, our expertise in digital meant we experienced significantly more than 50% growth on our own direct channel as well as Amazon.”
Gopuff arrived in the UK in November, its first international market expansion outside the US following the acquisitions of Dija and Fancy in 2021, with further locations launching in Q1 2022.
