Grace Foods, a supplier of aloe vera drinks, is launching three new products in response to consumer demands.
The first two meet the growing trend for reduced- and zero-sugar soft drinks. Grace Aloe Zero is a smooth aloe vera drink with zero sugar and five calories per 500ml bottle. Grace Aloe Refresh Smooth will sit alongside the brand’s existing ‘with aloe vera pieces’ variant.
The Grace Aloe Refresh range contains 50% less sugar than regular Grace Aloe Vera drinks with 105 calories per bottle.
The third addition is Grace Aloe Smooth which has been launched to sit alongside the reduced-sugar soft drinks to offer shoppers choice.
Giuseppe Vullo, Grace Foods Brand Manager, said: “Grace Aloe Zero and Grace Aloe Refresh allow retailers to offer shoppers delicious and exciting choices when they’re looking for reduced or zero sugar alternatives to carbonated drinks, fruit smoothies and flavoured waters.
“All new products have been launched in smooth variants following feedback we’ve received at events and on social media where we discovered some of our consumers have a love/hate relationship with ‘bits’, but loved the taste of our products! We’ve worked hard to develop our new smooth variants to ensure that these still have the same great Grace Aloe taste, just without the pieces.”
The RTD aloe vera drinks sub-category is currently growing at 64.9% YOY, with Grace Aloe claiming a 77.2% market share.
Grace Foods’ marketing activity for 2016 includes outdoor advertising campaigns, national sampling, consumer shows, social media and instore activity.
