With pressure building on retailers to provide sugar free soft drinks alongside the looming threat of a ‘sugar tax’, a new company is set to enter the market with a ground-breaking product designed specifically for a new era.
Hey Like Wow launches to the retail trade in January 2016. It claims to bring to market an exciting and ground-breaking range of vitamin enriched mineral water drinks that combine sugar free hydration with delicious natural flavours, and contain no artificial colours, sweeteners or preservatives. But Hey Like Wow’s innovation goes beyond the product ingredients, the company said.
The cutting-edge drinks packaging utilises innovative blast-cap technology that delivers the ingredients into pure natural mineral water – not during manufacture – but at the moment of consumption. This creates a soft drink with vitamins and flavours that are fresh at the point of drinking. The lack of deterioration time removes the need for preservatives and maximises the efficacy of the vitamins.
Speaking in advance of the launch, one of the founders of Hey Like Wow comments: “The war on sugar is one of the key issues being faced by food and drink manufacturers and retailers. As consumers, we were frustrated by the soft drinks brands which promote themselves as healthy, yet in reality were anything but. It was clear to us that radical innovation was needed.
“We have brought together some of the most dynamic players in the drinks manufacturing and cap technology industries to develop a range of products that look and taste great, but which have genuine health properties. We are proud to be able to launch a range that achieves everything which we set out to do – no sugar, no artificial sweeteners, no preservatives, natural fruit flavourings, and added vitamins. These products really meet a market and consumer need. What is more, the experience of releasing the active ingredients through the blast-cap topmakes people genuinely stop and say wow!”
The Hey Like Wow range is pitched at adults and children alike. At launch the range will feature eight products and two bottle sizes of 500ml and 250ml. The smaller size will have added calcium and both are designed for drinking on the go. A selection of fresh and fruity contemporary flavours, are available including Hibiscus, Grape and Pear, Lemon, Green Tea and Elderflower, and Dragonfruit and Apple.
The range is expected to carry a premium RRP of £2.49 for 500ml and £1.99 for 250ml.
The new brand is set to launch to consumers in the UK in spring 2016 and is reported to be backed by considerable investment. An extensive marketing campaign including a celebrity endorsement will launch the brand in the UK. The team has ambitious plans and investment in place to grow a global brand. International markets are already being targeted and a launch in the USA is expected to follow.