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Sainsbury's launches healthy wine

By James Knowles , 12-Dec-2006

Sainsbury's is cashing in on healthy eating and drinking trends by launching a new wine that is good for your heart.

The new wine, which is called 'Red Heart' and has high levels of anti-oxidants, is made from Cabernet Sauvignon and Petit Verdot grapes and will be available in stores from the 1 December priced £4.99 (€7.38).

"In recent years, there has been a huge increase in consumer awareness of the benefits of eating and drinking healthily, and the role that red wine can play in a healthy, balanced diet," Sainsburys stated.

 

Sainsbury's has responded to this consumer trend over the last few years by increasing its base of health focused products and through launches such as 'Red Heart', and its first organic port in November.

 

'Red Heart' has an anti-oxidant level of 32 per cent, higher than other leading red wines. Anti-oxidants come from the skin and seeds of grapes and protect the body from free-radicals which are caused by exposure to UV rays, pollution and smoking, and can damage health in the long term.

 

Promotional concentration on healthy eating and organic produce has paid off for Sainsbury's. The resurgent supermarket reported that it had enjoyed seven consecutive quarters of growth, and has driven total profit before tax up £194m (€287), at an increase of 123 per cent in its annual results.