Virtue Drinks will launch a new range of energy drinks, which it has described as “the UK’s first naturally zero-sugar energy waters”.
The energy waters are naturally free from sugar, calories and sweeteners and will offer consumers a better-for-you option in the UK energy drink market.
Available in lemon and lime, and berries, each variant contains the same amount of natural caffeine – 80mg – as a cup of coffee, the brand said. This energy comes from natural sources including yerba maté, the South American tea leaf that is naturally rich in antioxidants; guarana and ginseng.
The drinks are made in the UK with sparkling water, natural fruit flavours and contain no artificial ingredients. The two initial flavours will be available in 250ml cans with a recommended retail price of £1.35 per can.
Virtue Drinks founder and managing director Rahi Daneshmand said: “Virtue is not just targeting energy drink consumers. We are targeting consumers that have matured from energy drinks and still want energy but are looking for a better option.”
As part of its commitment to “positive energy”, the brand will donate 500 litres of clean drinking water to those in need for every can it sells. This will be done in partnership with the charity Drop4Drop, by funding the creation of water wells in developing countries.
Earlier this month, FoodBev reported that beverage brand Plenish had launched Plenish Water+, a new range of organic probiotic waters targeting health-conscious consumers in the UK.
Virtue Energy Water will be launching exclusively in selected retailers this summer including Ocado, Amazon, As Nature Intended and various independents.
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