Grace Foods UK is set to accelerate the growth of aloe vera drinks with the launch of reduced-sugar Grace Aloe Refresh.
The launch will see aloe vera drinks being merchandised on the supermarket soft drinks fixture for the first time, following huge levels of demand in recent years from health food outlets and convenience stores.
“The health benefits of aloe vera in its natural format are well known. We believe that ready-to-drink aloe vera has as much potential as coconut water in the UK and we’re delighted to be leading the way with innovative NPD,” says Grace Foods UK Brand Manager Giuseppe Vullo.
“The refreshing properties of aloe vera appeal to a broad consumer base (25 – 34-year-olds) and reduced-sugar Grace Aloe Refresh will resonate with people on the lookout for new and exciting lower-sugar alternatives to traditional chilled juices, smoothies or flavoured waters.”
Listings in Tesco and ASDA have already been confirmed, with others expected to follow soon.
Grace Aloe Refresh comprises 3 x 500ml flavour variants (Original, Strawberry and Mango), with an rrp of £1.49 and 12 per outer.
The drinks contain real aloe vera pieces, are gluten free and suitable for vegetarians, with Original and Mango containing 100% RDA of Vitamin C.
The launch will be backed by a wide-ranging digital and social media campaign, targeted in-store sampling, nationwide advertising and attendance/sampling at major consumer events.
Grace Foods UK