Zeo has embarked on its biggest refresh to date, reducing sugar content and signing TV presenter Caroline Flack as brand ambassador.
The soft drinks brand has reformulated its portfolio to contain no added sugar, and has added Orange & Mango and Cranberry & Raspberry to join Cloudy Lemon and Peach & Grapefruit.
Rolling out now to Tesco, Sainsbury’s, Nisa and Bestway, the drinks are available in redesigned 330ml cans (rsp: £1.19) and 750ml bottles (rsp: £2). The revamp was designed to target “increasingly health-conscious millennials who are shunning alcohol in favour of natural, healthy drinks,” Zeo said.
Supporting activity will include sponsorship of major wellness events such as Be:Fit and Balance Festival, while Flack will open Zeo’s debut pop-up installation, the Zeo Dry Bar, in Old Street station for six weeks later this month.
“Our singleminded aim has always been to offer a positive choice for consumers looking for a healthier, natural and no added sugar alternative to conventional soft drinks,” said John Mulvey, Zeo head of marketing. “We’ve invested heavily in this exciting relaunch and are confident the demand from today’s more health-conscious consumers is only going to grow.”