European kombucha brand the GUTsy Captain has launched a Zero sugar and Zero calorie range, aiming to reach a growing number of consumers who are looking for healthy drinks with low sugar levels.
The Zero range includes six flavours – Original, Ginger & Lemon, Pomegranate, Watermelon & Mint, Passionfruit and Raspberry – which is the fastest selling Kombucha SKU in supermarkets according to the latest data*. The range offers three different pack formats to suit all consumption occasions which include a 250ml can, 400ml and 1L PET bottles and 300ml glass bottles, available across grocery multiples and health and convenience retailers, including Holland & Barrett.
“We know our Kombucha range has already won over consumers for its taste - winning awards at the recent Aurora International Taste Challenge and the Great Taste Awards,” said chief marketing officer Inês Freitas.
“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.
Whilst appealing to consumers who want to consume a lower level of calories and sugar, the new Zero range remains 100% Kombucha and, whilst it has a longer fermentation period in order to leave no sugar at the end, it is created in the same traditional and authentic way as the existing core range, using a SCOBY - a symbiotic culture of bacteria and yeast, which produces the taste that consumers have come to love about The GUTsy Captain drinks.
“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.”
The GUTsy Captain Zero range has a recommended retail price of £1.99.