Leading Brands has announced the launch of a new blueberry cocktail. The North American company said yesterday (23 August) that LiteBlue Reduced Calorie Blueberry Juice Cocktail will initially be available in a rectangular 64oz (1.89 litre) PET bottle in Canada, with an introduction to the US market to follow later this fiscal year.

Sweetened with a combination of cane sugar and Splenda brand sweetener, LiteBlue contains 50% less calories than the company's line of TrueBlue Blueberry Cocktails, Leading Brands said.

LiteBlue is available in two flavours: traditional Blueberry and new Blueberry Raspberry.

In a statement, Leading Brands vice president of marketing, Joanne Saunders, said: "Unlike other reduced calorie juices, LiteBlue is true to the flavour profile of TrueBlue with a fresh, natural taste. All of our research and taste testing showed that consumers overwhelmingly love the taste of TrueBlue and we were able to capture that in this new, lighter formulation.

 "Incorporating Splenda brand sweetener was important to us as it is widely recognised as the zero calorie sweetener of choice. The blend of cane sugar and Splenda gives LiteBlue a refreshing fruit flavour without the unpleasant aftertaste associated with other reduced calorie beverages."