The brand has reduced the sugar content in the new formulation by 63% and has rebranded the packaging

Soft drinks challenger Soda Folk has reformulated its root beer flavour ahead of the HFSS clampdown. 

The brand has reduced the sugar content in the new formulation by 63%, which it hopes will help it meet new legislation while promoting a wider brand commitment to do good and support health.

In taste tests run by the brand, 95% of consumers found the new formula had the same taste or better than the original, with many also agreeing they would consume more of it, due to the lower sugar content, it claimed.

“Since [the root beer flavour’s launch], it has proved a huge success and is one of our bestsellers,” said MD Simon Waterfall. “However, as part of our responsibility to do good and support health, we have been able to significantly reduce the sugar content and maintain the authentic flavour.”

In addition to the reformulation, the root beer pack has been redesigned to showcase the good work of a new member of the public. Each Soda Folk can features an unsung hero to inspire the public and to which the brand financially contributes.

The new can will feature Jim Elliot, who was furloughed during the 2020 lockdown and used the time to begin a clean-up operation of Grimsby’s historic waterway, the River Freshney, from his canoe.

Elliot has replaced the previous root beer hero Brian Gravenstock, a Colorado Springs bike mechanic who donated finished bikes to those in need in his local community.

“Jim is a great fit with all the amazing work that he does for the waterways in Grimsby,” said Waterfall. “Supporting causes like these is what we stand for, as a brand that strives to be good, authentic and stay honest to our roots.

“We know this resonates with young adults and together with them seeking out great flavours like ours, we expect the improved Root Beer to be a big hit with shoppers.”