Healthy Sales Group has launched a line of fermented soft drinks made with a blend of sparking water, apple cider vinegar, honey, fruit juices and botanical extracts.
Called Switchle, the line is exempt from the recently introduced sugar tax in the UK and is available in three flavours: rooibos, raspberry and pomegranate; turmeric, ginger and peach; and matcha, lime and mint.
Healthy Sales Group said it aims to tap into the growing popularity for fermented drinks as consumers continue to develop their understanding of the broad health benefits.
In a statement, Healthy Sales Group said: “The idea behind Switchle is not new. In fact, in its most basic form dates back to the 400 BC when Hippocrates, the father of medicine, prescribed apple cider vinegar mixed with honey for a number of ailments.
“Fast forward to 17th century United States and switchel, as it became known, was popularised by colonial farmers who added water and ginger and drank it to quench their thirst in the hot fields whilst harvesting the summer hay.
“In 2017, we set out to evolve the formula by adding the finest organic ingredients to create a modern British version with a twist and subtly altered the name to Switchle.”
Healthy Sales Group business opportunities manager Carlo Buckley said: “Switchle is our way of bringing something really innovative to the craft adult soft drinks category. It delivers a truly unique and relevant consumer experience from both a taste but also health perspective and we’re really excited to finally bring it to market.”
The beverages are on sale in the UK in Ocado and independent health food stores with a recommended retail price of £1.79 per can.
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