Sugar and calories squeezed from CBL’s Fruit Squeeze children’s drinks

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Soft drinks manufacturer, bottler and distributor, CBL Drinks, has re-launched its children’s soft drink, Fruit Squeeze, amidst growing concerns about sugar.

The range, which previously contained sugar, now comes in a modernised 330ml sports cap bottle and is available in three flavours: Strawberry, Apple & Blackcurrant and Orange. Its reformulated recipe is made using spring water and natural flavours, has zero sugar and contains a mere three calories per bottle.

The change in recipe comes shortly after research carried out by CBL Drinks, which found 80% of consumers are worried about sugar in their drinks, with 70% of the 1,000 respondents also claiming to be worried about poor availability and visibility of sugar-free drink options in stores.

Fruit Squeeze will be available to the on-trade as a 12-pack, distributed via The Deckers Group and in the off-trade through various wholesalers and retailers.

Maurice Newton, sales and marketing director at CBL Drinks, said: “Customer concern about sugar is at an all-time high, particularly when it comes to children’s drinks, but it seems consumers are still struggling to find sugar-free options both on the shelves, and when dining out. We hope our new recipe will provide some much-needed peace of mind for parents who are, quite rightfully, concerned about the sugar content in their children’s drinks.”