Aloe vera drinks brand Simplee Aloe has responded to the introduction of the UK’s sugar tax by launching two new low-sugar aloe vera waters in the UK.
Simplee Aloe claims the new products are the first aloe vera waters available in the country which do not use artificial ingredients, and the low-sugar drinks contain less than 2.5g of sugar per 100ml.
Two variants of the drinks are available, one with aloe vera pulp and one without, as the brand seeks to appeal to a wide range of UK consumers.
Simplee Aloe says it has chosen to release the drinks to respond to the growing demand for consumers for healthier beverage options, as “are increasingly seeing healthy food and drink products as a necessity rather than a luxury”.
Alex Lai, co-founder and managing director of Simplee Aloe says: “With new government guidelines and media coverage surrounding nutrition, consumers are becoming conscious about sugar consumption and health, consequently they are choosing products with low sugar content, as well as taste and functionality.”
“The Aloe Vera juice category has seen a 55% growth in value year on year since 2014, and a 68% increase in volume since then.
“As a leader in the category we are constantly innovating to create products which suit consumer needs and lifestyle changes.
“Our new range of aloe vera waters will be the first range of aloe vera drinks to be low sugar while being completely natural.
“We are very excited to launch this brand-new range of aloe vera waters with Wasabi as our first national stockist.
“Wasabi has been a pioneer in bringing new and innovative food and drinks to market and Simplee Aloe will be the ideal partner to deliver that innovation in their drinks category.”
Both drinks are available from Wasabi Sushi & Bento stores in the UK from April, with a suggested retail price of £2.20.
© FoodBev Media Ltd 2018
Subscribe to FoodBev Media’s updates today for the latest food and beverage industry news and free insights delivered straight to your inbox!
Sign up here.