UK: Extreme Drinks looking for vitamin boost
UK-based Extreme Drinks has given its portfolio a fresh look to coincide with the launch of a range of vitamin-enhanced water products.
Extreme Drinks, set up in 2003 to sell drinks brands to devotees of extreme sports, today (7 August) unveiled Aqua Vitamins, a range of all-natural functional drinks. The products, available in three flavours, provide 33% of the recommended daily intake of vitamins.
The company's managing director, Anthony Lewis, said the Aqua Vitamins range was an attempt to appeal to more consumers and not just extreme sports enthusiasts.
The UK remains a small market for Extreme Drinks with the vast majority of sales overseas, Lewis said, naming France, Poland and the US as the company's key markets.
Lewis told just-drinks that the launch and the re-branding of the entire portfolio was a way of having a "fresh assault on the UK market".
He said the Extreme Drinks' stable, which also includes Aqua Still and EX Energy, was sold mainly in boutique hotels but the company was now looking to appoint a UK distributor to broaden the company's reach.
"Our next challenge is to find the right distributor to work its magic with our products," he said.
The Aqua Vitamins would sell for around GBP1.25 (US$2.39), Lewis added.
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