French liqueurs company Lejay-Lagoute has launched a new crème de cassis in a bid to shake up the category.

The company claimed the launch of boldly-packaged Tutti Cassis was the first major development in the sector for more than 160 years.

Unusually, Tutti is made using cane sugar and has just 90g per litre of sugar, compared with more regular levels of 450g/l.

International sales director Franck Autard said Tutti was aimed at younger consumers, drinking RTDs, cocktails and long drinks, as well as kir. "We wanted to shake up a little bit this category because nothing has been done for years," he said.

Selling at EUR7 (US$8.53) per bottle in France, the product will also target the UK, Belgium, Netherlands and Scandinavia, plus Canada and the US.