Entrepreneur Mike Brehme is bidding to create a new category in the hot beverage market with the launch of Fruitbroo, described as a tasty everyday alternative to tea and coffee.

Aimed particularly at tea and coffee drinkers who are looking for a low calorie, caffeine-free hot drink for the afternoons, Fruitbroo is claimed to have a superior flavour compared to either fruit teas or squashes made with warm water. A teaspoon of the concentrate mixed with hot water is enough to make a cupful of the drink.

Available in eight different flavours, including banana & coconut; peach, pear & honey and rhubarb, apple & cinnamon, the new product is supplied in 100ml plastic bottles, enough for around 15 cups. A major sampling programme at public events is underway.

Fruitbroo is currently talking to wholesalers about listings, but in the meantime is looking to work with retailers directly and can provide free stock and mixed cases on request. Brehme is the founder and former owner of Clipper Tea.

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