Cracker Drinks has launched a new range of adult juice drinks with no added sugar or artificial sweeteners, aiming to “deliver a strong response” to the challenges within the juice category.
The new reduced-calorie range, designed to address a shortage in juice drinks that deliver equally as well on taste as nutrition credentials, has been made available in stores across the UK this month. The range averages around 30% fewer calories than 100% juice or added-sugar juice drinks but maintains a high enough fruit content to provide one of the five daily recommended portions of fruit and vegetables.
The products, packaged in 1 litre cartons and featuring a recommended retail price of £1.50 per pack, are available in four distinct fruit blends: mango and passionfruit; pineapple, coconut and lime; apple, raspberry and sloe; plus still and cloudy lemonade.
Alongside their launch, the brand has increased its overall distribution in multiple retailers despite significant pressure on the wider juice category in recent months, driven particularly by the ongoing debate around sugar.
Gavin Cox, managing director of Cracker Drinks, said: “Consumers want to continue to treat themselves while also drinking products that are better for them. With this new range, Cracker has aimed to offer this. While providing the benefits of fruit and a great tasting drink, it limits calories and sugar. As with all Cracker drinks, this range is completely natural and free from anything artificial. We have used stevia to add a little extra sweetness.”
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