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Mintel features Kolibri in its trend setters report
Sweetened to taste
Kolibri Drinks is removing all the sugar from its botanical drinks and is instead launching a new bottle format that allows consumers to control how sweet their drink is.
The glass bottle is shaped like a conical flask and features a specially designed cap that contains a sugary liquid, dubbed Kolibri Drops, made from agave, caramel, apple and lemon juice. The innovation allows the consumer to add as much sweetness as they like to its sparkling infusions, with flavours including elderflower and lime, strawberry and basil, and cardamom and chilli.
Concerns over sugar consumption, exemplified by the recent introduction of a sugar tax in the UK, are driving innovation in the soft drinks sector, with brands aiming to create alternatives to conventional fizzy drinks. Often these focus on a more sophisticated approach, from carbonated coffee to soft drinks infused with cider vinegar.
Kolibri Drinks provides another take on the trend, with its flavoured sparkling waters likely to appeal to the growing numbers of health-conscious consumers who are cutting back on sugar. Mintel’s Report Bottled Water – UK, March 2018 highlights that 53% of UK buyers and drinkers of bottled water agree that sparkling flavoured water is a good alternative to fizzy drinks.
While Kolibri Drinks' new line is aimed at an adult market, its customisable concept could well appeal to parents looking for ways to restrict the amount of sugar their children drink too. The design also offers further potential for adjusting the flavour of an existing drink beyond adding sweetness, for example, the liquid in the cap could contain a fruit flavour, which could be added to a cola-style drink at different levels of strength.
There is scope for brands to explore similar concepts within the food sector too, such as selling mix-and-match toppings to personalise products like breakfast cereals or snacks to a consumer's preference. The latter is likely to appeal to the 18% of UK consumers who are interested in crisps/nuts/savoury snacks that allow you to customise the flavour, according to Mintel’s Report Crisps, Savoury Snacks and Nuts – UK, January 2018.
53% of UK buyers and drinkers of bottled water agree that sparkling flavoured water is a good alternative to fizzy drinks
18% of UK consumers are interested in crisps/nuts/savoury snacks that allow you to customise the flavour