Posh soft drinks supplier Belvoir Farm has introduced a new range to meet growing demand for healthier drinks for children.
Called Fruitz, the clean-label sparkling fruit drink has rolled exclusively into Waitrose stores (rsp: £4/4x330ml).
Available in Passion Fruit & Mango, Cherry & Raspberry and Orange & Pineapple, Fruitz offered “a compelling solution for parents seeking cleaner labels without compromising on flavour”, said Belvoir Farms.
The canned drinks are made from 100% natural ingredients including real fruit juice and contain no added sugar or sweeteners. They are also fully school compliant in England.
They were developed “in response to evolving expectations of parents and teens”, according to Belvoir Farm.
While parents were prioritising “transparency, reduced sugar and ingredient integrity” when choosing drinks for their children, Gen Alpha were seeking “bold flavour, colourful design and products that feel fun and modern”, it said.
With many healthier options still sold in cartons or bottles, Fruitz was designed to bridge the gap between “fruit juice cartons and mainstream carbonated soft drinks”, it added.
“Fruitz brings a more natural edge to the soft drinks category, with a range specifically created to appeal to teens, while simultaneously providing peace of mind for parents,” said Charlotte Rogers, senior brand manager at Belvoir Farm. “We’ve listened to teens and have created a range that delivers the ‘real fruit juice’ and ‘no added sugar’ claims that they are looking for, while making it bold, fizzy and available in a can format.”
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