Market research
SHS Drinks has lowered the sugar content of its Shloer sparkling juice brand to sidestep the UK's upcoming sugar tax.
SHS Drinks said the reformulated range will not be taxed under the UK's forthcoming sugar levy
The company said all 11 Shloer variants will contain no added sugar. The reformulated versions, which also have a higher juice content than before, will launch in the UK in May.
The re-launch also includes the addition of a third flavour to the Shloer Light range. Crisp Cranberry & Raspberry joins the existing Shloer Light Red Grape and Light White. Meanwhile, the Shloer portfolio will have a packaging overhaul.
A number of soft drinks makers have reformulated their UK products to comply with the tax, due to be introduced next year. Coca-Cola European Partners has lowered the sugar content of Fanta Orange by a third to bring it under the 5g per 10cl threshold and last year it relaunched Coca-Cola Zero as Coca-Cola Zero Sugar in the UK. Last month, AG Barr said it would take 90% of its portfolio under the sugar tax's taxable threshold.
Sectors: Soft drinks, Water
