Baked bean giant Heinz has entered the soft drinks market by launching a new range of fruit drinks.
Currently on sale in supermarket Asda, in a number of Spar stores and online through Ocado, the LOL brand contains three flavours – apple and raspberry (Razz Bri), apple and orange (O Ranj) and apple and blackcurrant (B Current).
Using the tagline “Fizzed Up Fruit”, the carbonated drink – which is made up of 75 per cent fruit juice, 25 per cent carbonated water, is being promoted using a social media campaign including youtube videos, a twitter feed, and a facebook group.
The product is aimed at the so called “teen to tween” age group; typically eight to 18, and was soft-launched at a recent Brighton music event called Paddle round the Pier.
Ali Wilkes, marketing lead at LOL, said: “We know the taste, fizz and fun packaging will really appeal to kids, and parents can rest in the knowledge that LOL offers their children one of their ‘five a day’, whilst giving them a fresh and juicy summer drink”.
This isn't the first time Heinz has attempted to grow its appeal with the "yoof" market - remember the 'Beanz Meanz Heinz' campaign? So will poor spelling and bright colours be enough to entice this lucrative market? Let us know in the comments box below.