Cobra Beer has announced plans to launch Cobra Lower Cal/Lower Carb in the UK. The new beer will be backed by a consumer and trade PR campaign, press advertising and POS support, Cobra said today (23 May).

Cobra Lower Cal will be available in 330ml bottles, with a RRP of GBP1.99 for four-packs in supermarkets and approximately GBP3.00 in the on-trade. It is also available to purchase on the Internet on for GBP25.99 for a case of 24 bottles, the company said.

"Previous 'lite' beers on the market have not flourished, predominantly because of a great deal of confusion surrounding what 'light' or 'ultra' actually means," said Cobra's founder and chief executive Karan Bilimoria.

"We feel the Cobra Lower Cal is clear about what it is, which appeals to today's more discerning consumers, particularly those who are enthusiastic about watching their calorie intake. For years we have been watching diet varieties of soft drinks and RTDs thriving, which inspired us to see if we could achieve the same results with a lower calorie and carbohydrate version of Cobra Beer."

A 330ml bottle of Cobra Lower Cal contains 94 calories, zero fat and less than half the carbohydrate content of lager.