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Princes launches Barracloughs branded carbonates

19 Oct 2010

Princes Soft Drinks is tapping into the ongoing resurgence in heritage food and drink products with a new collection of traditional-style branded carbonates.

The new range hits stores this month under the Barracloughs brand and features four classic flavours including dandelion and burdock, ginger beer, cloudy lemonade and cream soda.

The Barracloughs name dates back more than 170 years. Originally founded in Yorkshire in the 1830s, the brand was acquired by Princes in 1991 and its relaunch follows a resurgence in traditional food and drink products, which have seen sales of ginger beer grow 8.3 year on year.

Each variant has been given a modern twist using a no added sugar recipe and featuring only natural colours and flavours — a move that Princes hopes will help drive long-term growth in the market for heritage carbonates.

The launch, which will be supported by a programme of in-store promotions, also follows a strong year for carbonates as a whole. It has been one of the top performing soft drinks sectors, growing strongly as consumers continue to tighten the purse strings by entertaining more at home. Branded carbonates in particular have performed well — achieving sustained volume and value growth as shoppers look for trusted treats that don’t break the bank.

Graham Breed, marketing director for Princes Soft Drinks, said: “Sales of traditional carbonates such as cloudy lemonade are now worth more than £165m and showing strong growth of 4.5%.

“We spotted an opportunity for a premium range of classic carbonates that deliver real value to consumers — combining quality, choice and a trusted brand name as well as an affordable price. We’re confident that the new Barracloughs line-up is ideally placed meet growing consumer demand and drive value into the market.”

The new products are available now in two litre bottles.

All data is Nielsen Scantrack 52 w/e 12/06/10 unless otherwise stated.