LycoRed Brings Fortification to New Schweppes Line
10 September 2007
Yafora has launched the gently carbonated, Lightly Sparkling Schweppes line in Israel. This innovative product line includes three great flavors: berries, apple-lime and peach, fortified with vitamin B complex provided by LycoRed Ltd., Israel. These beverage contains half the calories of other sweetened carbonated drinks and juices on the market.
"Yafora challenged LycoRed with fortifying the new Schweppes line with vitamin B complex without affecting taste or aroma," explains Udi Alroy, VP Global Marketing and Sales at LycoRed. "It was important to Yafora that we add functional ingredients to boost health benefits while at the same time maintain the beverage's refreshing taste and sparkling clarity. LycoRed has successfully fortified juices, milk and other beverages, but it was much more challenging for us to add nutrients to carbonated beverages which have a different solubility. We were gratified that we could successfully meet this challenge as well."
Yafora has invested US$2.5 million in the Lightly Sparkling Schweppes product line, including product development, product design and a mixed-media advertising campaign of TV, magazines, and internet. Research results show that the target group of 30-55 year olds is looking for new beverages with exciting look and mouth feel as well as health appeal.
"In this strategic move targeting a sophisticated consumer, we are launching an innovative soft drink line with half of the calories in both 0.5 and 1.5 liter sizes." explains Eli Figelin, V.P. Marketing at Yafora.
Yafora, the second largest soft drink company in Israel, holds a 46.4% share in liters, including mineral water, in the beverage market (Source: Nielsen, Israel 2007). Yafora markets a wide range of soft drink brands including RC Cola, Tapuzina, RCQ, Schweppes Spring and Snapple.
