Malt-based, non-alcoholic drinks brand Supermalt is launching a new ‘Less Sugar’ drink in a bid to offer a lower sugar alternative ahead of next month’s Soft Drinks Industry Levy.
As the first reduced sugar malt drink available in the UK, the new Supermalt Less Sugar contains less than 8g of sugar per 100ml - a reduction of more than 30% compared to the original Supermalt drink and within the first tier of the new sugar tax.
Supermalt Less Sugar contains no artificial sweeteners and will launch in the UK at the beginning of April. Available in 330ml bottles, Supermalt Less Sugar can also be purchased in cases of six.
Neil Lunn, UK trade marketing manager at Supermalt, said: “We’re always looking at ways we can develop our product portfolio, particularly when it comes to giving our customers more choice when it comes to choosing Supermalt. With added B-Vitamins, and containing essential minerals and nutrients, it’s no wonder our existing recipe makes Supermalt the number one brewed malt-based drink in the UK.
“The new Supermalt Less Sugar takes that great recipe, but is naturally lower in sugar to deliver a wonderfully refreshing malt drink with more than a 30% reduction in the sugar content. We believe that fans of the original Supermalt will be delighted with our latest variety, and thanks to the iconic bottle and original branding, it’s still the same great Supermalt beverage, just with less sugar!”
The launch will be supported by sampling, nationwide distribution and PR campaign. Supermalt Less Sugar will launch to the independant trade next month.