Into the drink - beverages round-up

01 December, 2006
Page 32 
Health is a key trend in the drinks category judging by some of the latest new product developments.
The Feel Good Drinks Company (London), for example, is set to venture into the pure juice category, with the launch of 100% Squeezed Juices.Each Feel Good Squeezed Juice contains at least three different types of fruit, for example, orange, mandarin and tangerine; apple, golden kiwi and lime; and raspberry, blueberry and apple.The squeezed juices are available in 250ml and 1L plastic bottles, with eye-catching labels featuring the list of fruits that have been squeezed into each bottle.The range will be available nationally through many outlets including Total garages. The recommended retail price for the 1L range is £2.59 and starts from £1.49 for the 250ml drinks.Sparkling soft drink Appletiser (Uxbridge, Middlesex) has received a licence to use the '5-a-day' logo. Each 275ml bottle contains a blend of six varieties of apples; no preservatives, colourants, additives or added sugar.Caroline Bonpain, senior brand manager, says: "It's great to receive recognition from the 5-a-day programme, which highlights Appletiser's healthy proposition. This accreditation reinforces Appletiser's position as a healthy indulgence drink, which is a healthier alternative to alcohol." Coca-Cola (Uxbridge, Middlesex) says Zero - its no-sugar drinks brand - has been the most successful new food and beverage launch in the past three years.According to the data from retail tracking analyst AC Nielsen, Coca-Cola Zero achieved sales of £24.1m in the 16 weeks after its launch in July - o ver double the size of any other new product.The Zero range reflects a strong trend for low-sugar products, said Coca-Cola, which is anticipated to increase.Currently 34% of the 100 products made by Coca-Cola are 'diet' or 'no sugar'. Kieran Hemsworth, operational marketing director for Coca-Cola, says: "The Zero range has been re-branded from Z to ensure consistency across the range following the introduction of Coca-Cola Zero. The zero sugar, great taste message on pack will be easy for consumers to understand and identify on shelf."



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