UK beverage maker Clearly Drinks has launched Upstream, a new brand of flavoured sparkling water.
Boasting zero sugar, natural flavourings and three calories per can, Upstream aims to provide a healthier alternative to sugary carbonated drinks and fruit smoothies.
Three flavours have been released – grapefruit and bergamot, lime and pomegranate, and cucumber and mint – all of which contain no preservatives, added sugar or artificial colours.
Clearly Drinks said that with the introduction of the UK’s sugar tax last year, Upstream is positioned in the emerging subcategory of zero-sugar premium flavoured waters.
The name and design of Upstream aim to embody the brand’s promise that the drink will offer a moment to refresh, step back and appreciate the positive things in life.
Ed Woolner from Upstream said: “We wanted to create a zero-sugar, low-calorie flavoured water that didn’t compromise on quality and offered a daily dose of refreshment.
“There are so many health-conscious consumers out there on the search for something different, presenting an opportunity for retailers to tap into the zero-sugar and low-calorie trend to drive sales.”
Upstream drinks are available in the UK in 330ml aluminium cans with a recommended retail price of £0.99.
Headquartered in Sunderland, Clearly Drinks also manufactures the Perfectly Clear flavoured water brand, which was given a new look last year in a move to capture consumer attention on-shelf.
The rebrand forms part of a company-wide growth strategy to meet a rise in demand for low-calorie and sugar-free soft drinks.