The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Premium soft drink producer Belvoir Farm has announced the launch of FRUiTZ, a new range of sparkling fruit cans to meet the rising demand for healthier, school-compliant beverages.

The range is fully school-compliant in England and comes in 330ml cans, suitable for lunchboxes, on the go and family days out, and is available in three flavours: Passion Fruit & Mango, Cherry & Raspberry and Orange & Pineapple.

Made with 100% natural ingredients, real fruit juice, no added sugar and no sweeteners, FRUiTZ offers a cleaner label beverage that still promises bold flavour.

Charlotte Rogers, senior brand manager at Belvoir Farm, said: “FRUiTZ brings a more natural edge to the soft drinks category, with a range specifically created to appeal to teens, while simultaneously providing peace of mind for parents.”

The range was developed in response to research showing that 81% of parents are concerned about what their children are drinking, while 83% of Gen Alpha are driving demand for fizzy drinks, and 81% prefer to drink from a can.

Rogers continued: “In a category often dominated by artificially sweetened options and ingredients that are difficult to pronounce, we’ve listened to teens and created a range that delivers the real fruit juice and no added sugar claims that they are looking for, while making it bold, fizzy and available in a can format.”

Available exclusively from Waitrose from January, FRUiTZ comes in multipacks of four 330ml cans priced at £4, with plans for additional rollout later this year.