Recognising a gap in the Dutch market for red fruit drinks, Riedel Drinks, based in Ede, the Netherlands, researched and developed the light, fresh tasting fruit beverage to appeal to the 1835age group.
The new beverage is a 50/50 combination of cranberry and raspberry and contains 30percent fruit juice. Performance has already surpassed expectations sales are 50percent above target, driven by a high repeat purchase rate.
Riedel's marketing manager, Jan-Willem Kivits, comments: "We selected and tested a number of red fruit combinations before settling on cranberry and raspberry, as we wanted to ensure we found the right ingredient for our new drink. This is the first time we have used cranberry and we were impressed with its blendability. The cranberry works in synergy with other fruit flavours to enhance the overall taste profile, plus its tart flavour and vibrant red colour made it the ideal choice.“
Cranberry concentrate is prepared from depectinised, filtered juice derived from matured, cleaned, North American cranberries. The use of cranberry concentrate is becoming increasingly popular in countries throughout Europe as food and drinks manufacturers look to gain the benefits of using the healthy, red berry in their products. Because most of the cranberry's recognised flavour is delivered through its three major organic acids quinic, citric and malic, it enhances other fruit flavours and acts as an excellent blending agent. Not limited to drinks, cranberry concentrate adds natural colour, flavour and nutritional value to other product formulations including sauces, salad dressings, yoghurts and sorbets.
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