June 17, 2021

Cracker Drinks relaunch delivers strong response to juice category challenges

It may be hard to find a juice drink that offers a delicious fruit taste with no added sugar, but Cracker Drinks has done just that through the launch of its new range of adult juice drinks with no added sugar or artificial sweeteners, providing one of your five a day, and reduced calories. The new products will be in stores nationwide at the end of January 2016.

As a juice drink with no added sugar, the range is naturally lower in calories, averaging around 30 per cent less calories per 100ml than 100 per cent juice or added sugar juice drinks. However it remains high in fruit content to offer the added benefit of one of your five a day.

“Consumers want to continue to treat themselves while also drinking products that are better for them,” says Gavin Cox, Managing Director at Cracker Drinks. “With this new range, Cracker has aimed to offer this. While providing the benefits of fruit and a great tasting drink, it limits calories and sugar. As with all Cracker drinks, this range is completely natural and free from anything artificial. We have used Stevia to add a little extra sweetness.”

The company strategy for removal of added sugar began three years ago. This is just the latest in a series of new product launches offering better for you options. All Cracker Drinks products are now no added sugar.

This relaunch has seen the brand increase its overall distribution in multiple retailers despite significant pressure on the overall category in recent months following the sugar debate.

The new products continue to celebrate The Cracker Drinks Co. drive to deliver delicious, natural, and sometimes unusual fruit blends with four distinct flavours:

  • Mango & Passionfruit;
  • Pineapple, Coconut & Lime;
  • Still & Cloudy Lemonade;
  • Apple, Raspberry & Sloe – a seasonal limited edition which will be replaced in Spring/ Summer 2016.

The new range will replace all other Cracker Drinks products currently on shelf in the ambient aisle. The products come in a 1L pack and will be competitively priced with a RRP of £1.50 per litre.

About Cracker Drinks

The Cracker Drinks Co. was established in 2004 with the ambition of producing a range of innovative juice and juice drinks that offer the quality of chilled with the convenience of ambient. The brand has gone from strength to strength, with distribution in all the major retailers The Cracker Drinks Co. has also established a strong presence in the on-trade, achieved through its unique proposition of offering a range of great tasting and high quality juices and juice drinks, which are also priced competitively.

The Cracker Drinks Co. prides itself on using expertise and creativity to bring everyone refreshing, and skilfully blended fruit drinks that are better for you.