SHS Drinks is set to launch Shloer Light – a lower calorie option for Shloer, Britain’s No. 1 adult soft drinks brand1 – in a move that aims to broaden the appeal of the brand by embracing the consumer trend towards lower calorie products whilst also delivering against the challenges from both the government’s Public Health Responsibility Deal and the industry to provide healthier/lower calorie soft drink choices for consumers.
Containing around half the calories of the ‘regular’ Shloer sparkling adult soft drink, Shloer Light is being made available in White Grape and Red Grape flavours – the two biggest selling variants in the Shloer range – and both will make their debut exclusively in Tesco stores from the end of October. Distribution is expected to be extended to other retailers from February 2015.
Shloer Light uses the naturally sourced sweetener Stevia leaf extract to deliver just 22 calories per 100ml –two messages which are clearly communicated via a ‘Stevia leaf’ logo on the front of the bottle with the calorie content being clearly displayed on the neck label.
Packaged in 750ml glass bottles, Shloer Light will have the same £2.25 RRP* as the 750ml Shloer range.
Amanda Grabham, SHS Drinks’ Marketing Director – Soft Drinks, says: “The rationale for introducing Shloer Light is to provide consumers with more choice by providing Britain’s favourite adult soft drink in a lower calorie formulation. This has been driven by requests from existing and potential Shloer consumers for a lower calorie version of Shloer as well as our commitment to the Public Health Responsibility Deal. We have also been working closely with Tesco to assist them in achieving their 10-point ‘fight obesity’ plan and will be making Shloer Light available to them on an exclusive basis for an initial three-month period.
“In developing Shloer Light we were looking to meet the needs of consumers who are conscious of their calorie intake, but still want to treat themselves. However, we did not want to compromise the flavour, quality and integrity of the brand or its ‘no artificial colours, sweeteners or preservatives’ stance as Shloer is a household brand, and the use of Stevia leaf extract has enabled us to achieve this goal whilst retaining the same juice content as the ‘regular’ Shloer variants.
“Shloer is already purchased by more shoppers than any other adult soft drinks brand,2 and we believe that Shloer Light will attract and recruit new consumers as well as increasing the frequency of purchase.”