Upbeat bids to muscle in to Juice Drinks category

Upbeat juice drinks

Upbeat Drinks has unveiled a new range of real fruit spring waters which have been enriched with protein and vitamins.

The initial roll-out sees two variants launched – Summer Lemon and Blueberry & Raspberry – with additional flavours in development.

Each 500ml bottle (RSP £1.79) is made with real fruit, contains 12 grams of whey protein, is filled with essential vitamins, has less than 55 calories and contains no added sugar.

The launch is supported by a £2.5m investment plan which includes advertising, targeted digital engagement, events, PR, social, sampling, feet on the street and trade marketing.

Upbeat is touting the drink as “the first mainstream ‘Juice Drink Plus’ product to enter the market”. It predicts the Juice Drink Plus category, underpinned by protein and vitamins, will be worth over £240m in the UK within three years.

Mark Neville, Upbeat founder and MD, commented: “We recognise that consumers are increasingly looking for healthy drinks that do not just offer great taste and low sugar, but also deliver ‘better for you’ nutrition so people can be at their best all day. We believe this product is one of the first that strongly delivers against all of these elements whilst being at a mainstream, affordable price point.”

Upbeat’s new drink is labelled, as “Spring Water Enriched with Protein and Vitamins” and has an RSP of £1.79. It is available from wholesalers in 12 bottles per outer. It has a shelf life of six months, all green RDI’s and is ambient stable. The product is designed to be merchandised amongst mainstream ambient and chilled juice drinks.