- Plenish expands into new occasions, audiences and needs with three new launches set to grow and develop the functional shots category
- Plenish Kids is the UK’s first vitamin shot for children launched in two flavours, each delivering 100% of daily vitamin C and D, and a source of iron and zinc to support immunity and healthy development
- Plenish Ginger Energy combines ginger and yerba mate for a balanced lift powered by natural caffeine, plus vitamins B6, C, and iron
- Plenish new 420ml multi-serve format replaces the previous 300ml bottle, delivering seven shots per bottle and offering greater value and convenience
Plenish has announced three new wellness shots as it continues to develop the category, including Kids Shots as a category-first, Ginger Energy providing a balanced energy lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420ml multi-serve Dosing Bottles. The new shots will begin rolling out across major retailers from the end of April.
The shots category is seeing unwavering growth and is predicted to grow in value from £42 million RSV to £115 million RSV by 2027. Plenish is continuing to drive the category growth with innovative additions to its existing range of shots, which respond to the growing number of consumers who are investing in their health and wellbeing.
Plenish Kids Shots
Plenish is introducing Kids Shots as a UK-first in the category as it reaches new audiences with a delicious and nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11. Plenish Kids Shots are available in two flavours: Berry and Mango and are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 per cent of a child’s recommended intake (RI) of vitamin D for bone health, 100 per cent RI of vitamin C for immune support, iron for cognitive development and zinc for additional immunity.
Children are in a rapid period of growth and development, and with the percentage of young children at risk of iron deficiency increasing yearly in England and vitamin D deficiency apparent across the UK population, fortified food and drinks can help to provide the key nutrients required at this life stage. Plenish has carefully selected a blend of vitamins and minerals which are essential for children, to address these deficiencies, including vitamin C to aid iron absorption. Plenish Kids Shots meet the England School Food Standards and last outside of the fridge for eight hours, allowing them to be enjoyed at breakfast, as a healthy addition to a packed lunch or a child-friendly nutrition boost during the day.
Plenish Ginger Energy
Plenish Ginger Energy is spicing up the shots category. The 60ml shots (also available in the new 420ml multi-serve Dosing Bottle format) provide a natural source of caffeine from Yerba Mate (20mg/100ml) for a balanced lift. Plenish Ginger Energy is formulated with ginger, fortified with 100 per cent RI of vitamin B6, vitamin C and iron. Plenish Ginger Energy offers energy release from vitamin C, B6 and iron and an invigorating sensorial experience provided by the ginger root coupled with the balanced caffeine from the Yerba Mate and the effective blend of vitamins and iron. The launch marks a new occasion for Plenish as it addresses new needs with the shot which is designed to replace an afternoon coffee or provide a pre-workout kick.
Plenish 420ml multi-serve Dosing Bottle
Transforming its existing Dosing Bottle format to enter new daily consumption occasions with greater value and convenience, Plenish is introducing a new 420ml multi-serve Dosing Bottle across its range of shots, now providing seven shots in one convenient bottle. Dosing Bottles are the leading format for wellness shots, holding a 62 per cent category share, worth £30 million. Plenish’s uniquely designed bottles which contain dosing marks for extra convenience provide a more accessible format and a convenient way for shoppers to enjoy the range, including Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Sunshine, and the newly launched Ginger Energy.
“The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead," said Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic. "These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”
The expansion of Plenish’s range of shots will be brought to life throughout the summer, as it continues its "Give it a Shot" campaign launched in January, including the implementation of nationwide out of home advertising, display and paid social media across Instagram and TikTok, shopper marketing and exclusive events. The out of home creative will focus on the health and lifestyle benefits of Plenish’s new shots, appearing in small and large format across London between May and June 2025.
In addition to the creative campaign and media sponsorships, Plenish is running a paid social media campaign across its Instagram and TikTok channels, with content produced by wellness and lifestyle creators.
