CBL Drinks relaunches children’s soft drink without the sugar

Soft drinks manufacturer, bottler and distributor CBL Drinks has relaunched its children’s soft drink, Fruit Squeeze, amid growing concern around sugar.

The range, which previously contained sugar, now comes in a modernised 330ml sports cap bottle and is available in three flavours: strawberry, apple and blackcurrant, and orange. Its reformulated recipe is made using spring water and natural flavours, has zero sugar and contains just three calories per bottle.

The change in recipe comes shortly after research carried out by CBL Drinks, which found 80% of consumers are worried about sugar in their drinks, with 70% of the 1,000 respondents also claiming to be worried about poor availability and visibility of sugar-free drink options in stores.

Fruit Squeeze will be available to the on-trade as a 12-pack, distributed via The Deckers Group, and in the off-trade through various wholesalers and retailers.

CBL Drinks sales and marketing director Maurice Newton said: “Customer concern about sugar is at an all-time high, particularly when it comes to children’s drinks, but it seems consumers are still struggling to find sugar-free options both on the shelves, and when dining out. We hope our new recipe will provide some much-needed peace of mind for parents who are, quite rightfully, concerned about the sugar content in their children’s drinks.”