An energy-boosting ice lolly that claims to be the equivalent of Red Bull on a stick is creating a stir in the ice cream category.
Vitalice, which is branded as ‘the kick on a stick’, is claiming to be a market first.
Positioned as an ice lolly for grown-ups, it comes in two variants - Energy Kick and Vitamin Kick, both of which are aimed at 16-30-year-olds.
The newcomers contain similar active ingredients to some energy drinks on the market, but less sugar and fewer calories, according to Rivermill Foods, the company behind the launch.
Energy Kick, which has a red orange flavour, combines ingredients such as guarana, ginseng and taurine to provide an energy boost.
Vitamin Kick contains 10 vitamins, including 50% of the RDA of vitamin C, and has a multi-fruit flavour as a result of a recipe that combines 10 different juices and purees.
Both of the lollies have been designed to offer a real point of difference, said joint MD Andrew Chesters.
“There are a lot of energy drinks on the market, but what these drinks don’t really do is offer themselves as refreshment when it is hot,” he said.
Rivermill has so far secured distribution for Vitalice, which has an rsp of £1.19 for a single lolly and £1.99 for a three-pack, in sports and fitness clubs from this month. It is now looking to target the multiples and independent sector through promotional activity.