The health and wellbeing company, which was set up last year by former GSK marketers Stephen Moon and Fiona Vigar, has launched Altú Black - a premium low sugar cola with no artificial sweeteners.
Altú Black is a blend of Jamaican root ginger, Madagascan bourbon vanilla, Sri Lankan cinnamon and various citrus oils to make a naturally sweet cola that contains 30% less sugar than regular cola, said the company.
The cola rolls out this month in 250ml cans at an rsp of 69p to 89p. “Diet colas taste awful and standard ones are full of sugar,” said Moon.
“We wanted to make a premium product that tastes great without the sugar. Cola is a £3bn market in the UK, so we’d definitely like a bit of that.”
Nutrinnovator first hit the market in September 2003 with the launch of a range of four savoury cereal bars under the Altú banner (The Grocer, September 13 2003, p60), which have since won listings in Sainsbury and Waitrose.
And it plans to introduce more soft drinks to join Altú Black if the cola launch proves a sales success.