Belfast, Northern Ireland-based The SHS Group’s Drinks division is set to launch Shloer Light – a lower calorie creation that aims to broaden the appeal of the Shloer brand by embracing the consumer trend towards lower calorie products.
Containing around half the calories of the ‘regular’ Shloer sparkling adult soft drink, Shloer Light is being made available in White Grape and Red Grape flavours – the two biggest selling variants in the Shloer range – and both will make their debut exclusively in Tesco stores. Distribution is expected to be extended to other retailers from February 2015.
Shloer Light uses the naturally sourced sweetener Stevia leaf extract to deliver 22 calories per 100ml. Packaged in 750ml glass bottles, Shloer Light will have the same £2.25 RRP as the 750ml Shloer range.
Amanda Grabham, SHS Drinks’ marketing director – Soft Drinks, said: “In developing Shloer Light we were looking to meet the needs of consumers who are conscious of their calorie intake, but still want to treat themselves. However, we did not want to compromise the flavour, quality and integrity of the brand or its ‘no artificial colours, sweeteners or preservatives’ stance as Shloer is a household brand, and the use of Stevia leaf extract has enabled us to achieve this goal while retaining the same juice content as the ‘regular’ Shloer variants.
“Shloer is already purchased by more shoppers than any other adult soft drinks brand and we believe that Shloer Light will attract and recruit new consumers as well as increasing the frequency of purchase.”
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