Stocked, Chilled, and Trending: What’s in Your Cooler?
By Meline Beach
As temperatures rise and summer foot traffic intensifies, coolers in the convenience and gas (C&G) channel become critical drivers of seasonal sales. These cold zones are prime real estate for thirst-quenching and heat-beating products during the warmer months.
According to the 2023 NACS Global Convenience Store Industry Report, non-alcoholic packaged beverages in Canada posted steady year-over-year growth, solidifying the category as a strong performer. This includes carbonated soft drinks, bottled water, ready-to-drink coffee and tea, energy drinks, sports drinks, functional beverages, juices, and plant-based alternatives.
Beyond beverages, ready-to-eat chilled items are gaining momentum. Ice cream, salads, sandwiches, yogurts, and other refrigerated snacks have become summer staples. Together, these offerings position C&G retailers as go-to destinations for quick refreshment, seasonal indulgence, and on-the-go nourishment during the hottest time of year.
Trusted brands, bold flavours, and global to local presence
“This year, the trend continues to be energy, hydration, and protein drinks,” says Stefan Kergl, vice president of Beverage World Inc., a privately held Canadian company specializing in the import, warehousing, sales, and distribution of non-alcoholic beverages.
In business for over 25 years, Beverage World has served retailers across Ontario through direct store delivery and corporate sales channels. It represents several brands sold in the C&G channel, including The PoP Shoppe, Calypso Lemonades, Alo (aloe vera juices), with exciting additions this year like Alo 100 per cent (not-from-concentrate) juices and Mela Watermelon Water. The PoP Shoppe and Calypso remain favourites in the category.
“Calypso keeps the brand fresh by introducing new flavours each year,” says Kergl. “Last summer saw the debut of zero-sugar options in both Ocean Blue Lemonade and Strawberry Lemonade, which were very well received by consumers. This year, Calypso added Tropic Tango Lemonade, a starfruit-flavoured twist that’s generating excitement.”
With the right infrastructure, people, and facilities in place, Beverage World ensures a steady and reliable supply of beverages from across Canada, the U.S., and as far as Southeast Asia. “We’ve just signed a licensing agreement with a global brand that we’ll be manufacturing here in Canada,” says Kergl. This milestone reflects Beverage World’s strategic growth and reinforces its role as a key player in the evolving beverage landscape.
Cool, creamy indulgence
Real ice cream, made with 100 per cent Canadian dairy, is a defining characteristic for Chapman’s. As the largest independent ice cream manufacturer in Canada, the company’s product lineup features over 280 frozen treats, including premium ice cream, frozen yogurt, sorbet, water ice lolly’s, and a range of novelties.
“Ball top ice cream cones and ice cream sandwiches are the most popular within the C&G channel,” says Lesya Chapman, Chapman’s marketing manager. The Canadian company with roots dating back to 1973 just launched a new nationwide program for the C&G channel. The program includes 14 single-serve products in various formats and the strongest point-of-sale support through branded materials. The new program includes Canada’s number one ice cream sandwich, Canada’s number one ice cream cone, as well as some award-winning ice creams. Despite subtle differences in flavour trends across Canada, Chapman’s Banana Lolly and Triple Treat Lolly remain customer favourites.
In terms of appealing to the masses, including consumers with dietary restrictions, Chapman’s offers a wide range of gluten-free, nut-free, and peanut-free products. Its recent launch of the luxury Super Premium Plus in 500ml tubs is the first allergy-friendly luxury ice cream on the market that is nut-free, peanut-free, and egg-free – a product that Chapman says has been very successful in the C&G channel.
Freezer placement is critical for success. “Our frozen treats are highly impulse,” says Chapman. “It’s important to have the right placement within the store supported with eye-catching point of sale and promotional offerings to drive sales.”
Chapman adds, “Canadian is the main focus of the market right now. Consumers are taking the time to educate themselves about what products they want to support; as such, we’re grateful for the recent recognition of ‘Canada’s Most Valued Brand’ thanks to the support from Canadian consumers.”
Naturally, summer is the busiest season for chilled products, but according to Chapman, “Canada does eat more ice cream during the winter than any other country.”
Curated and customer-led
“Spring and summer are our busiest times,” says Thomas Sheehan, owner of Enniskillen General Store. At this time of year, Sheehan sees construction workers, cyclists, cottagers, commuters, and families as frequent customers. “Water is our number one seller, and we offer about nine different brands across various sizes, closely followed by Monster, Gatorade, Diet Coke, Coke, Red Bull, Diet Pepsi, and Ginger Ale. Calypso and PoP Shoppe, as retro brands, are making a surprise comeback.”
“More customers are asking for better quality, more natural or organic products,” says Sheehan, who follows demand and past performance metrics across his five retail locations when making purchasing decisions.
This mirrors findings from Krista Anderson, founder and CEO of ESSTAR, an international organic food brokerage and distribution company. Through Healthy on the Go, Anderson makes healthy snack foods accessible in gas stations, hospitals, universities and retail stores. She recently expanded her program to include functional beverage coolers in the C&G channel. “There is a lack of access to truly healthy beverages as most beverages are filled with sugar and man-made ingredients,” says Anderson, who partners with brands that source ingredients straight from nature with no major alterations, to help elevate health without sacrificing convenience.
“The future of food and beverage is functional,” says Anderson. “Our beverage cooler program, Drink Better. Feel Better is a turnkey program that takes the guesswork out for retailers. We source the best products for consumers with high sales potential, curate a custom planogram and offer our coolers for free. The retailer doesn’t have to disrupt their current cooler space. We help them create a healthy destination with the marketing to help consumers find the healthy choices in their store.”
Quality coolers directly impact product appeal and profitability.
Sheehan recommends coolers with quality compressors to ensure year-round reliability. “Anything sold cheap will cost you more in the long run,” says Sheehan, who orders hundreds of cases of overstock during the spring and summer months to ensure sufficient variety to meet customer expectations.
In terms of advice to other retailers, Sheehan recommends placing some chilled product near the check-out, “but not too much, as you want customers to walk through your store.” He adds, good signage, product promotion, and bundling are essential to driving sales. “We offer multibuys, such as two for $6, to encourage customers to buy more than one while still making a profit.”
Anderson offers additional advice, “Don’t be afraid to make the change to offer some healthy choices. Where there are double placements, there is space for other products to increase incremental sales from the health-conscious demographic.” Anderson adds that marketing is key. “Most people don’t know how to read a label, and many don’t have time. Help guide them to making healthy choices.”
From nostalgic favourites and bold new flavours to fun and functional choices, the cooler is a competitive category to drive sales throughout the summer and beyond.
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
