The canned premix cocktail range with a twist, boasts 65 calories or less per can, with no added sugar and is friendly to vegan and keto diets
This Is Skinny, a low-calorie canned cocktail range with a twist is now available for sale into the UK off-trade.
The 250ml canned range consists of three well-known cocktails, each with an adventurous flavour twist: Long Island with Earl Grey, Mojito with Rhubarb and Passion Martini with Strawberry.
Each offering is 65 calories or below and they are all 4% ABV, contain no added sugar, are gluten free, keto friendly and suitable for vegan diets.
This Is Skinny is the brainchild of personal trainer and nutritionist Anna Shabalina, 32 and drinks industry expert Janeczka Le Port Tanaka ,41, who came together after agreeing there was a poor offering available for consumers who strive to have a healthier lifestyle and diet but do not want to sacrifice consuming alcohol.
Their market research led them to discover that while consumers had found a lower calorie offering in hard seltzers, which have on average 93 calories a can, they nevertheless found them bland and tasteless – meaning there was a gap in the market.
Anna, who is Swiss, started working in hospitality as a bartender when she came to the UK in 2017. However, after moving into a career in personal training and nutrition, an idea for a drinks brand formed after hearing feedback from her clients.
According to Janeczka: “Anna began to hear comments from her clients about how they’d be making gains at the gym but then if they went out and had a couple of drinks, any progress made would be ruined. They wanted to have a good time and have a drink but felt they couldn’t as their options were limited.”
Then two years ago she met Janeczka, who at the time was running a branding consultancy: “We came together and discussed her original idea,” says Janeczka, “And we both thought, why can’t we make premium but genuinely low-calorie cocktails – have the best of both worlds? And that is why our main strap line is: “Life can still be a party”.”
Previously only available online, the brand owners are now making it more widely available into wholesale and free trade.
“We are incredibly excited to launch this product into UK retail,” says Anna. “We feel it has key USPs versus our competitors, from it being the lowest calorie offering in the market, its nutritional transparency – all our nutritional value is on the can; we’ve got nothing to hide – to its appeal to adventurous consumers who want high quality flavours, but with a refreshing twist.
“We are not suggesting that this is a so-called “health product” – we fully support industry standards on the responsible consumption of alcohol. This Is Skinny is simply a healthier way to drink – whilst enjoying alcohol responsibly,” she adds.
The brand has already received strong consumer press engagement, having been featured in GQ, Vogue and The Independent.
Janeczka has a wide range of drinks industry experience having worked in commercial roles at Zubrowka vodka, Mӧet-Hennessy and been part of the team that launched Kraken Black Spiced Rum into the UK.
This Is Skinny is available to purchase online at https://thisisskinny.co.uk/shop and Amazon, as well as in wholesalers such as HT Drinks and Champers.
Retailers interested in stocking the product can find contact information online or contact Janeczka direct: Jan@thisisskinny.co.uk; 0203 773 5743.
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