The original award-winning recipe is of exceptional quality and immensely popular. However with worldwide government and consumer pressure growing for a general reduction in sugar in our diets for a healthier lifestyle, we took the decision to reduce the sugar content by 20%.
This reduction has been achieved without adversely affecting the taste or its versatility as a cocktail ingredient. The same original and unique fruity, melon taste is predominant. Indeed in blind tastings, very few people noticed a difference and those that did preferred the reduced sugar version. We hope you will agree that it is a change for the better.
| Per 25ml serving | Original | New |
|---|---|---|
| Carbohydrate | 9g | 7.1g |
| Sugar | 8.75g | 7g |
| Calories | 58.5kcal | 56kcal |
To support the relaunch the following activity is planned:
A Media Campaign in Scotland and North East England including:
- TV advertising
- Taxi advertising
- Consumer press
- In-bar poster advertising
- A Sampling Campaign in Scotland and North East England, targeting 45,000 target consumers in key shopping centres.
- Regional Cocktail Competitions
- Regional Flair Competitions culminating in the UK Flair Championship
- A new TV advertisement starring Nicolas Saint-Jean has been filmed, following on from the TV campaign that was launched in 2005.
- New point-of-sale is available for all on-trade and off-trade outlets
refreshingly different