SHS Drinks, which produces bottlegreen, the UK’s best-selling elderflower drink, is expanding its portfolio of premium sparkling pressés, cordials and mixers with the spring launch of bottlegreen Sparkling Infusion.
The new range comprises a trio of sparkling waters infused with natural fruits or botanicals.
With each can containing less than 50 calories, lower sugar and no sweeteners they are intended to tap into the growing healthier living consumer trend.
The three flavours are: Refreshing Coconut – believed to be the first lightly sparkling coconut water to be launched in the UK; Raspberry & Pomegranate; and Delicate Elderflower.
The new additions are packaged in slim-line 250ml cans with a premium foil lid expected to retail from around £1.49 and all three flavours are being made available to impulse retailers in 12-can shrink-wrapped outers from this month.
The bottlegreen Sparkling Infusions launch is backed by a support package which focuses on driving awareness and trial. An extensive sampling campaign at key, high-footfall events across the summer, promotional activity, point of purchase materials and a digital media campaign is planned to drive awareness of the launch.
Jo Sykes, marketing director - alcohol and soft drinks at SHS Drinks, which markets the bottlegreen range, said: “79% of women and 71% of men say they are trying to moderate their sugar intake, and a significant number of consumers are now rejecting soft drinks and defaulting to water simply because they aren’t satisfied with the alternatives currently on offer.
“Our research shows that they find carbonated drinks too syrupy, and that diet versions of carbonates and flavoured water taste artificial and don’t deliver the natural taste they are looking for. But many who are switching to water in an attempt to moderate their sugar intake find it tasteless and, boring and a chore rather than a pleasure.”
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