Product Launch - UK: HJ Heinz Co's LOL

By | 15 October 2012

Click through to view HJ Heinz Cos LOL range

Click through to view HJ Heinz Co's LOL range

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HJ Heinz Co's LOL 

Category - Soft drink, fruit juice, sparkling

Available - Since mid-June

Location - UK, already available in Australia and New Zealand

Price - GBP0.99 (US$1.59) per 25cl can

HJ Heinz Co has launched a sparkling fruit juice in the UK aimed at teenagers and parents.

LOL is 75% fruit juice and contains “one of your five a day”, according to Heinz. It contains no added sugar, no artificial sweeteners, no artificial colours, no preservatives and no caffeine, the company said.

LOL comes in three flavours: O Ranj (apple and orange); Razz Bri (apple and raspberry); and B Current (apple and blackcurrant).

Show the press release

New drink brand - LOLTM - is to be launched in the UK in mid-June, following its huge success in Australia and New Zealand.

Aimed at teenagers, the lightly sparkling drink is a blend of 75% fruit juice with 25% carbonated water, which can be consumed straight from the can or enjoyed over ice in a tall glass. 

LOL has been created to offer teenagers a fun and refreshing drink that contains ‘one of your five a day’, as every can has a portion of fruit juice, making it appealing to parents.  In addition, the drink contains no added sugar, no artificial sweeteners, no artificial colours, no preservatives and no caffeine.

With an RRSP of £0.99, LOL comes in a single serve 250ml can and is available in 3 flavours:

  • O Ranj (Apple and Orange)
  • Razz Bri (Apple and Raspberry), and
  • B Current (Apple and Blackcurrant)

LOL is produced by H.J.Heinz Company and Ali Wilkes, Marketing Lead for LOL commented: 

“We’re really excited about launching LOL to the UK market.  We know that the taste, fizz and fun packaging really appeal to teens. Parents are also reassured that LOL can offer their children ‘one of their five a day’.  We hope you will join us in looking forward to a summer of LOL!”

Furthermore, LOL will be sampled to over 300,000 teenagers this summer, ranging from high profile events such as T4 on the Beach and Rockness, through to shopping malls and beaches, as part of an event sponsorship campaign. The campaign will also be supported with social media activity and print media advertising.  Point of sale will be available to retailers to drive impulse purchase.

Original source: Company Release

Expert analysis

United Kingdom Food and Drink Report Q4 2012

While the UK labour market has proven remarkably resilient during and after the 2008-2009 recession, we expected consumer recovery in the UK to remain relatively weak in 2012. Unlike previous recessions in which a strong rebound in consumer spending restored the economy to its previous growth trajectory, the household sector is not up to the task this time around.

Sectors: Product launches, Soft drinks

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