The GUTsy Captain, Europe’s leading Kombucha brand, has launched a Zero sugar and Zero calorie range targeting the growing cohort of health-conscious consumers.
Available in six flavours and different pack formats, the Zero range hopes to drive incremental growth by attracting consumers who do not consistently purchase Kombucha because of current sugar levels.
“Our challenge was to broaden the appeal of the category with innovative NPD, to continue to make GUTsy Captain appeal to more consumers and ensure that they reach for Kombucha intuitively,” said Inês Freitas, chief marketing officer.
The launch follows from consumer research that showed great demand for healthy options of the drink.
“In fact, 68 per cent of consumers who tried Zero in a recent taste panel stated they would drink more Kombucha now that there is a zero-sugar option, while over six in ten go on to say that the new Zero range tastes good to excellent and say they will buy it. This has given us real confidence that our brand is the best tasting Kombucha on the market,” Freitas said.
The new range is created in the same traditional and authentic way as the existing core range but has a longer fermentation period in order to leave no sugar at the end.
“No and low sugar levels are key drivers for consumption of healthy beverages. Concerns over sugar and increased awareness around the negative impacts of sugar means that Kombucha is already a popular choice for young shoppers and the health-aware,” Freitas added.
The Zero range includes six flavours, Original, Ginger & Lemon, Pomegranate, Watermelon & Mint, Passionfruit and Raspberry, and comes in 250ml can, 400ml and 1L PET bottles and 300ml glass bottles to suit all consumption occasions.
Worth £7.4 million in the UK, with growth rate of 75 per cent year-on-year, Kombucha is one of only two impulse soft drinks sub-categories in growth during 2020, according to IRI data.
The GUTsy Captain Zero range has an RRP of £1.99.
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