Halewood International, the UK’s leading independent drinks manufacturer and distributor, has announced the launch of two new variants of the John Crabbie’s adult soft drink – John Crabbie’s Diet and ‘Twist of Orange’. Both will be available in to the Take Home market and follow the launch of John Crabbie’s Original in November 2010.
Continuing Halewood International’s innovation drive in the soft drinks category, John Crabbie’s Diet & ‘Twist of Orange’ have both been launched to broaden the appeal of the brand and generate new interest in the category.
With a particular focus on broadening the appeal of the brand and offering new occasions, Diet offers consumers a product with only 1 calorie per 100ml serving, whilst the original John Crabbie’s Ginger Beer now has a Twist of Orange providing a refreshing twist perfect for the run up to the summer period.
Each great tasting new product is best served chilled or over ice and is available in a 70cl sharing bottle and single serve 330ml. Perfect for the Take Home market the 70cl sharing size bottles offer a premium adult soft drink packaged in a convenient format to serve as an everyday alternative to traditional sharing soft drinks such as cola or lemonade.
As experts in the Ginger Category, John Crabbie’s uses the finest, fresh ingredients from around the world. Real Ginger Extract and natural lime in both new products creates a unique blend of invigorating flavours and tastes.
Richard Clark, Head of Innovation at Halewood International comments: “The adult soft drinks market experienced significant growth in 2010 as consumers increasingly looked for alternatives to alcohol due to health concerns and lifestyle choices which have led to reductions in the consumption of alcohol both in the On Trade and Take Home market.
As experts in the Ginger category since 1801, Crabbie’s now has a varied product offering across multiple categories with Crabbie’s Alcoholic Ginger Beer, John Crabbie’s Cloudy Ginger Beer and John Crabbie’s Light, Crabbie’s Ginger Mulled Wine and Crabbie’s Nuts – setting Crabbie’s as a brand leader in the field.
Original John Crabbie’s Ginger Beer is already listed in a number of retailers and wholesalers including Waitrose, BOOKERS, BUDGEN & BESTWAY with an RSP circa £2.49 for 70cl & £1.29 for 330ml.
Source: Halewood International
