Virtue Drinks has expanded its portfolio of natural energy drinks with the introduction of a new sugar-free range.
Containing 80mg of natural caffeine from green coffee beans, the drinks in the Clean Energy range are naturally sweetened with a combination of agave nectar and stevia plant extract.
The zero-calorie offerings are enriched with B-vitamins and come in two flavours: lemon & lime and berries.
According to Virtue, the range aims to provide consumers with a sugar-free pick me up without the artificial ingredients – such as sweeteners and synthetic caffeine – found in traditional sugar-free energy drinks.
“This is a very exciting launch for Virtue, with clean energy growing at double the rate of the category and 48% of non-energy drink users seeing sugar as their main barrier to entry, we see this as a major opportunity to bring new consumers into the energy category,” said Rahi Daneshmand, founder and CEO of Virtue.
“Providing all the natural caffeine of traditional energy drinks or coffee, with a naturally sweetened mainstream taste profile without any sacrifice on taste, while maintaining zero sugar and calories, is a breakthrough in energy drinks and will help further widen the energy category reach.”
Virtue Clean Energy drinks will be available at Sainsbury’s in the UK from late October, before rolling out to additional retailers in November.
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