Halewood International has announced its latest phase of innovation for its soft drinks brand John Crabbie & Co.
Building on the brand’s launch in 2010, John Crabbie’s has extended its product range to include two new flavours; Scottish Raspberry with Ginger and Lemonade with Ginger, in response to an increase in demand for soft drinks in a sector which is worth more than £9.7bn.
As well as launching two new flavours, the packaging has also undergone a re-design to create greater shelf stand out for the impulse and convenience sector.
The new design aims to further reflect the heritage of founder John Crabbie, a product innovator of his time known for being the entrepreneur responsible for pioneering the use of ginger.
The full range will now consist of five flavours available in the 70cl sharing format and in the new 330ml screw cap standard serve size to meet the needs of major multiples, independent retailers and niche, luxury gift outlets including garden centres.
Also available is the re-packaged 500ml PET format for vending machines.
The new flavours and design will be supported nationally this autumn by radio, consumer press, sampling, PR and social media campaigns featuring the John Crabbie as the Ginger Master since 1801.
Campaign messaging will focus on the nostalgic crafted flavours and ingredients whilst staying true to the brand’s heritage