The UK’s Caribbean food and drink category is set for a bumper year as Grace Foods announces its first NPD of the year, an extension to the successful Aloe Vera Drink range.
The company is accelerating the growth of the brand with the launch of a new flavour and the introduction of two of its popular flavours in larger pack formats. Grace Aloe Vera Peach Flavour Drink (500ml) launches alongside Grace Aloe Vera Mango Flavour Drink and Grace Aloe Vera Strawberry Flavour Drink into 1.5ltr take-home packs.
Grace Foods UK Brand Manager Giuseppe Vullo says: “Grace is the UK’s leading supplier of Caribbean food and drink* accounting for more than one third of all Caribbean food and drink* sold in the UK. The category is now worth over £92.0m and is growing at 5.0% showing that more than ever before consumers are looking for new and exciting flavours.
“We’ve extended the Grace Aloe Vera Drinks range following huge levels of demand in recent years for delicious tasting drinks with natural health benefits.
“Grace Aloe Vera Peach flavour scored extremely well in consumer research on new flavours. Alongside the addition of the larger pack sizes, which will allow retailers to maximise take-home sales, we’re confident that the new products will add incremental growth and consumer choice to the ‘Soft Drinks’ Caribbean sub-category which currently accounts for 41% of total category value sales.*
The full range comprises:
• 4 x 500ml variants (Original, Strawberry, Mango & Peach), with an RRP of £1.09 and 12 per outer.
• 3 x 1.5ltr variant (Original, Peach & Strawberry), with an RRP of £2.49 and 6 per outer.
Grace Aloe Vera Drinks contain real aloe vera pieces, are gluten free, suitable for vegetarians and contain up to 100% of your RDA of the antioxidant Vitamin C which helps to combat tiredness and fatigue.
Giuseppe concludes: “We’re expected record sales of Grace Aloe Vera Drinks this year, retailers should stock up to make sure they’re part of the opportunity.”
* Source: IRI UK Caribbean Food & Drinks Category – Retail Sales, Period: MAT 52 w/e 3rd January 2015
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