Soft drinks company increases its fruit juice content
British soft drink maker Cawston Press is tackling the government’s impending sugar levy head on to restore a good name for fizzy drinks.
The company has stated that it will use only pressed fruit juice to sweeten its sparkling drinks, despite fruit prices increasing by more than 60% due to late frosts and a poor harvest.
Steve Kearns, managing director of Cawston Press, says, “In some cases we are upping the fruit juice content by up to four times per recipe. For a small company like ours, that’s an enormous investment.
“We know from our 30 years experience in pressing fruit that nature does it best and it’s a small price to pay to know we’re bringing the best quality, best tasting drinks to the market. We believe in what we are doing and are excited to be paving the way for the future of soft drinks.”
Launching in April, the new range will consist of sparkling Rhubarb, Cloudy Apple, Elderflower Lemonade and Ginger Beer. According to Cawston Press, it will be the only brand in the UK market to sweeten its ginger beer using only pressed juice.
Each of the new recipes will come in at under 90 calories, with 31% less total sugar than previously. Cawston Press has committed to cutting out 300 tonnes of sugar from the fizzy drinks it sells in the UK from April to December 2018.
The new no sugar added recipe RRP will be £1.19 for a single 330ml can, £3.99 for a 4 x 330ml multipack.
The range will be available to buy nationally from supermarkets including: Tesco, Waitrose, Sainsburys, Ocado as well as leading health food shops, restaurants, cafés, pubs and delis.