Old Jamaica, is launching an improved recipe for its Diet Ginger Beer in time for summer.
The improved Old Jamaica Diet Ginger Beer has been formulated to offer lovers of this renowned product the same flavour intensity they know and love, but as a sugar-free alternative.
The Old Jamaica brand, is also returning to TV screens this summer with its Totally Tallawah message and a multi-channel campaign, which embraces the brand’s authentic Jamaican attitude. The TV ad runs throughout the summer and is supported by the brand’s biggest ever on-pack promotion, giving consumers the chance to win one of 600 prizes including a holiday to Jamaica, mass sampling across 14 UK cities in June and July and a series of films featuring the ad’s enigmatic front man.
Gavin Herbert, senior brand manager at Old Jamaica, comments: “Our new improved Old Jamaica Diet Ginger Beer is a delicious sugar-free alternative for consumers looking for the same fiery kick as our Old Jamaica Ginger Beer without compromising on flavour. The new recipe will offer our existing customers a lighter option for every day occasions, whilst also presenting us with the opportunity to reach new consumers who not have tried our products before.
“We’ve got a lot to look forward to, with our TV campaign returning to screens soon, our national sampling campaign and our exciting on-pack promotion, all of which will contribute to raising brand awareness and driving purchase as we head into the summer months.”
The new recipe Old Jamaica Diet Ginger Beer will be available from May, including new price marked packs of 49p per 330ml can and 89p per 500ml.
This recipe update builds on the heritage of Old Jamaica and will join the brand’s existing soft drinks portfolio, which features the UK’s No.1 Ginger Beer Brand, as well as a range of delicious flavours inspired by the Caribbean – extending the range of occasions when Old Jamaica drinks can be enjoyed.