UK: Firefly targets "grab and go" market with PET launch

Firefly has announced the launch of a new range of its "natural" fruit drinks in 500ml PET bottles. 

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The three new flavours - Lemon & Lime, Orange & Passionfruit and Raspberry & Pomegranate - launch in Harvey Nichols stores on Wednesday (15 August). This will be followed by a nation-wide launch next month, the company said. 

“This is a hugely exciting move for Firefly and one that we feel it’s the perfect time to make," said Marcus Waley-Cohen, Firefly founder. "PET is not a replacement for the glass bottle but an exciting addition to the Firefly range, which we feel makes us accessible to more customers, on more occasions." 

Firefly said it will look to look to target the "grab and go market" with the launch. 

In May, the company launched a limited-edition version of its lemon, lime and ginger flavour. 

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