Nudie is branching out beyond fresh juice with a range of carbonated fruit juices it believes will rejuvenate the fizzy drinks market and take away some of the guilt associated with the category.
The products, which are due to launch next week, are the brand's first foray beyond natural fresh fruit juice. The range will inlcude five fruit blend flavours.
The drinks contain 50% real fruit juice, every can contains one serve of fruit, and the drinks contain 29% less sugar than other fruit flavoured fizzy drinks, the company claimed.
Nudie CEO James Ajaka said the drinks have been developed because there is a gap in the market for a healthier carbonated drink without the associated guilt of drinking standard fizzy drinks.
The firm said it is not interested in creating products in categories already well-served but wants to make a mark on areas that it can do some good. Earlier this year it launched lunchbox juices for kids, and sold 2 million units within its first month.
A marketing and sampling campaign is expected later this summer. The brand is considering a marketing campaign based on outdoor ads to drive the launch of the new drinks, but Nudie's marketing is predominately based around sampling and tempting people to try its products.
With its fizzy drinks, Nudie is aiming to replicate the success of the strategy it took when it first launched its juices a decade ago by distributing the drinks to cafes and local stores to whet appetites before moving into bigger retail distribution. It is also in talks with a number of service station and convenience chains.
The brand is teasing the launch on social media.
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