n Virgin Cola has been given an overhaul in an attempt to drive sales and strengthen its position as a credible alternative to Pepsi and Coca-Cola.
n The cola has been reformulated following recipe research and consumer taste tests.
Taut Isotonic sports drink is aimed at health-conscious people who have an active lifestyle. It is made without preservatives, artificial sweeteners, colours or flavourings.
Vincent Baasch, managing director of Taut Isotonic, said he came up with the idea for Taut Isotonic after identifying a “clear gap” in the isotonic drinks market in the UK.
“We wanted to produce an alternative to water that offered fast rehydration and also tasted delicious. We could not see why an isotonic drink had to taste peculiar and look a strange colour to work,” said Baasch, who came to the UK more than three years ago from South Africa.
"We also wanted to avoid putting salt in the product because unless you are a serious athlete, most people don’t need extra salt," explained Baasch. And Taut Isotonic is not aimed at the hard-core endurance athlete.
The company is forecasting that retail sales will reach £2m in the next year, with the bedrock of its initial sales volume expected to come from ambient listing in the large multiples.
The drink is sold in Waitrose, Boots, and Fresh & Wild as well as in more than 50 health clubs. It is due to hit shelves in Tesco around now (mid-June).
Taut Isotonic is available in four dual flavour combinations - Blackberry & Cranberry, Grapefruit & Lime, Orange & Mandarin and Banana & Starfruit. The drink has an rsp of between £1.25 and £1.49.