Rowse is set to leverage its brand of honey and take on the likes of Lemsip, with a new ‘winter defence’ range of cold and flu beverages and lozenges.
The pure honey and lemon sachets and lozenges, available in packs of eight and ten respectively, claim to offer a more natural remedy against winter illnesses.
They contain just three ingredients: honey, lemon and 12mg of vitamin C in each sachet, or 25mg in each lozenge. Rival cold and flu beverages contain active ingredients such as phenylephrine hydrochloride and paracetamol, which cannot be consumed in large quantities. In contrast, Rowse’s honey and lemon products have no maximum consumption limit, though four lozenges would provide more than the recommended daily intake of vitamin C.
The range is available now from retailers such as Waitrose and Tesco, as well as selected pharmacies.
Rowse has said that, as consumers often mix honey and lemon for a homemade remedy, the lozenges and sachets will ‘offer a convenient, mess-free solution for the treatment of cold and flu symptoms on the go’.
Rowse Honey marketing director Kirstie Jamieson commented: “We are excited to launch our new pharmacy range, bringing innovation to the category and delivering on a growing consumer demand for natural remedies. Consumer reception has been extremely positive and recent Rowse research revealed that three out of four consumers would buy the range.
“With the obvious surge of sales during the colder season, it is essential for retailers to stock up and ensure they offer natural alternatives with new and unique benefits.”
The two new products will retail from £3.29.
© FoodBev Media Ltd 2019
World Dairy Innovation Awards – DEADLINE EXTENDED!
Enter before 17 May to ensure you are part of the industry’s leading awards scheme. Don’t miss out on having your dairy innovations recognised.