Shloer is aiming to add £10m of sales to its portfolio with two new launches.
The company, which puts the soft drink brand’s current sales value at around £19m, excluding Northern Ireland, is adding two new duos to its range in time for summer and is predicting sales of £5m a year for each within three years.
Sparkling newcomer Sorelle, a range of herbal-infused thirst quenchers, will lead the charge when it hits shelves in Sainsbury next month.
Available in two flavours - passion fruit juice-based Serene White and cranberry-infused Gentle Blush - each contains a list of health-giving herbal
ingredients, including memory booster ginseng, digestion aid gentian and natural tonic damiana.
Aimed predominantly at
women aged 25 and over, the one-litre offerings will have an rsp of around £2.29.
Meanwhile, two flavours of new, high concentrate Posh Squash will replace the company’s £1.99 Real Fruit Blend range which, despite being listed in most of the major multiples, has failed to reach the company’s expectations after notching up sales of only around £500,000 a year.
Posh Squash, which is launching in Sainsbury and Waitrose next month, will enter at a more premium £2.49-for-500ml price mark and will be available in White Grape, Strawberry & Black Pepper and White Grape, Blueberry & Rosehip variants.
Managing director Mike Coppard said the new additions would benefit from more than £6m of marketing support for Shloer this year.
Simon Mowbray