Following extensive consumer research and analysis of market trends, the small team at The Cracker Drinks Co headed into their blending room with a brief to create the very best blended craft fruit juice drinks. The result is a new range of four great tasting juice drinks in Mango & Passion Fruit, Pineapple, Coconut & Lime, Still Cloudy Lemonade and Apple, Mint & Lime. With NO added sugar or sweeteners and high juice content, each 200ml serving of Crafted® represents one of your five a day.
Chris Banks, Chair of Cracker drinks Co, said: “Independent research we had specially commissioned has shown us that more people in the UK are interested in craft juice and juice drinks than any other drinks category, including beer, wine, or spirits. We are delighted that we have been able to respond to that interest with a range of great tasting premium juice drinks, packaged in a highly distinctive and appealing design which conveys all that’s good about craft drinks. We have been really encouraged by the support we have received from our partners in the trade and are looking forward to seeing the brand in wide distribution across the country, throughout the summer.”
With 21 per cent of consumers not drinking any alcohol at all and 30% drinking a premium soft drink instead of alcohol at home, there is a clear opportunity for retailers to benefit from this growing market. Nearly 75% of consumers also understand that fruit juice is healthier than fizzy drinks, once again highlighting the need to offer the right type of soft drinks, like sugar free fruit juice drinks.
The brand’s uniquely designed craft-feel packaging represents the bold character and individuality of the brand and seeks to communicate its craft credentials: attention to detail, creativity, small production runs, locally produced, independently owned. With its bold and vibrant colours, Crafted® is guaranteed to stand out as something a little bit different, new and slightly adventurous on the shelf. Consumers are looking for authenticity which is what Crafted® excels at in allowing the fruit flavour to shine through rather than enhancing or masking it with sweetener, natural otherwise.
Crafted® will be found on the ambient drinks aisles of Sainsbury’s June onwards, then in Waitrose and ASDA across the country for the summer. Crafted® can be purchased in cases of eight with an RSP of £1.90.