The Zeo range of soft drinks is being relaunched with lighter carbonation, a new look and new flavours alongside a focus on its low sugar content.
After being first introduced in 2012, it has undergone a “360-degree major brand repositioning”, packaged in a sleek new glass bottle with a new green logo depicting the brand’s natural identity.
Available in 275ml and 750ml bottles in the on- and off-trade, it comes in four flavours: Peach & Grapefruit, Zesty Lime, Blood Orange & Citrus, and Mixed Berry. Two more flavours will be launched in 275ml bottles later this year: Cloudy Lemon and Spiced Cola.
Using natural pure cane sugar-based sweetener stevia, the new range contains 30 calories per 275ml bottle, with only 2.2g of sugar per 100ml. Its carbonation level has been reduced to “light to medium” in response to consumer feedback.
Zeo is made with a secret combination of 32 fruits and botanicals which forms the basis of every drink. The flavours are crafted in small batches, distilled and blended with mineral-rich spring water from England.
Zeo’s marketing director Ian Greengrass said: “At Zeo, we are committed to producing a unique, exciting soft drink that not only satisfies consumer demand but also really challenges the category and conventional soft drink norms.
“We know that soft drink lovers today are savvy and actively seeking out low-sugar alternatives to the soft drink selection typically available on the supermarket shelf. Our ultimate goal is to make it the new standard in carbonated soft drinks.
“We’ve listened to our audience and are proud to reveal a new flavour range which not only tastes great, but also contains just 30kcals per 275ml bottle.”
A 10-month campaign will centre around the strapline of “release your brighter side”, with further support for limited-edition flavour launches throughout the year.