Foster's Scuba innovation
Since April, Foster's has
been packing some extra
fizz in the UK. This is
innovation in a can that
helps to keep your lager
nice and frothy.
World of Heineken 38 - summer 2008
"The introduction of the in-can Scuba signifies
a milestone in development for the lager
sector as a whole," says Mark Gerken, S&N UK
sales managing director for the off-trade. He
says the innovative bubble-bringer has the
potential to open up new segments in the off-
trade business.
The new system, dubbed Foster's with In-Can
Scuba, consists of a free-floating spherical
device contained inside the can. It releases
extra carbon dioxide after the can is opened,
producing smaller bubbles to create a livelier
beer with an even smoother taste. While
similar devices originally used for ale have hit
global beer markets before, the real impact of
this new device lies in the fact that it has been
specifically designed to accommodate lager's
more carbonated liquid. It delivers the same
experience when consumed straight from the
can or poured into a glass.
The system builds on the success of
Kronenbourg 1664, Instant Pression, a
similar innovation that generated significant
volume growth and was greeted by critical
acclaim. The in-can Scuba is likely to generate
considerable opportunities for incremental
growth for retailers in the off-trade, and the
introduction will be supported by a multi-
million pound marketing campaign.
"The outstanding success that this product
innovation has enjoyed on the Continent
reinforces our belief in its potential to
grow lager sales in the UK," says Mark.
"We are confident that it will create similar
excitement."
saridra.park@s-n.com
The In-Can Scuba will give off-trade sales
a definitive boost, because the ability to
serve canned beer that matches pub quality
resonates with growing consumer demand
for a better lager experience at home,
says Mark. Foster's with In-Can Scuba
consistently outperforms its less
technologically advanced brethren on
taste tests.
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