There have been huge levels of consumer demand in recent years for new, exotic flavours in soft drinks.
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Grace Foods, the UK’s leading supplier of Caribbean food and drink*, accounts for more than one third of all Caribbean food and drink* sold in the UK, and has accelerated the growth of the aloe vera drinks category with the introduction of reduced-sugar Grace Aloe Refresh. The new range sits alongside the company’s standard Aloe Vera Drink range offering both retailers and consumers a wider choice.
Giuseppe Vullo, Grace Foods Brand Manager, says: “The health benefits of aloe vera in its natural format are well known. We believe that ready-to-drink aloe vera has as much potential as coconut water in the UK and we’re delighted to be leading the way with innovative NPD.
“The refreshing properties of aloe vera appeal to a broad consumer base (25-34 year-olds) and reduced-sugar Grace Aloe Refresh will resonate with people on the lookout for new and exciting lower-sugar alternatives to traditional chilled juices, smoothies or flavoured waters. The range contains only natural flavours and colours and each bottle has just 100 calories.
Grace Foods’ standard Aloe Vera Drink range has also launched a new flavour and introduced two of the most 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 takehome packs.
“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.
“Thirst-quenching soft drinks are the perfect addition to fixtures. Consumers are often looking for something a little bit different when it comes to soft drinks, and offering beverages with exciting flavours is a surefire way for retailers – and wholesalers – to drive sales.”
“Wholesalers and cash & carries can maximise sales of speciality drinks by blockbranding those products such as Grace Aloe Vera with flavoured waters and fruit smoothies, and giving them prominent positioning on-shelf. Front of depot placement is also key to driving impulse sales,” adds Vullo.
*1 IRI UK Afro Caribbean Food & Drink MAT 52 w/e 10th October, 2015
Tel: 01707 322332
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