Gama Innovation Award: FitRabbit Organic Dragon Drink
Gama Innovation Award – Positioning
MANCHESTER – 26th February 2016: The Gama Innovation Award – Positioning for February goes to FitRabbit Organic Dragon Drink, a new children's beverage looking to tackle concern over sugar levels by claiming to actively protect against tooth decay.
Promising “teeth as strong as a dragon’s” and promoted as “the first drink for children that protects against tooth decay”, Fit Rabbit Organic Dragon Drink from Austrian firm Voglsam is a new beverage containing lactofermented beetroot juice along with with spring water, apple, aronia and elderberry juices. According to the company, the properties of beetroot, in sufficient quantities, are said to give saliva antibacterial qualities, helping to protect against the acid-releasing bacteria that can cause delay.
"As much as anything, Fit Rabbit Organic Dragon Drink highlights the size of the challenge facing the soft drinks industry in the face of growing consumer concern over sugar levels", commented Gama editorial director Tom Warden. "By tackling the issue head on, however – acknowledging and mitigating against the negative effects of sugar content – companies can also reaffirm the positive health associations of juices and fruit drinks, challenging the shifting perceptions that threaten future growth in the category".
Image source: Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
Notes to editors
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