What's hitting the shelves? New product launches: May

By Rachel Arthur

- Last updated on GMT

Pic: Truly
Pic: Truly

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In coffee this month, Nestlé has launched a new 'barista-style' soluble range while iced-tea maker AriZona has also entered the coffee category. Elsewhere, there's new launches in gin, RTDs and energy... we take a look at some of the new products hitting the shelves this month.

Honest Tea Yerba Mate

honest yerba mate

Coca-Cola’s Honest Tea has launched Yerba Mate in the US.

The bottled teas, lemonade and kids’ juice drinks maker is expanding with the new launch: which, like the other drinks, is USDA organic, and with Fair Trade certified ingredients from Brazil.

With 13g of sugar, and 60 calories per 16oz can, Honest Yerba Mate is available in three flavor varieties, including Strawberry Pomegranate Matcha, Peach Mango Green Tea, and Lemon Ginger Black Tea.

Alexis Green, Senior Brand Manager of Honest Tea, said: “With its unique flavor pairings, Honest Yerba Mate meets our consumer at the intersection of coffee and tea, while providing about the same amount of caffeine as an 8oz cup of coffee."​  

Truly Punch Hard Seltzer

truly hard seltzer

Truly Hard Seltzer has launched a new flavor: Truly Punch Hard Seltzer. 

The hard seltzer will be available in the US as of May 10 in four flavors: fruit punch, tropical punch, berry punch and citrus punch. Each 5% ABV drink contains 1g sugar and 100 calories.

The release follows a batch of new product launches such as Truly Iced Tea, Citrus Squeeze, Truly Extra and Watermelon Lemonade. 

Barista-style instant coffee

nestle gold

Nestlé is launching ‘barista-style soluble coffees’ with the debut of Nescafé Gold Blend Roastery Collection in the UK; with other markets set to follow.

The range took eight months to develop from idea to launch. Nestlé’s coffee research and development ceter in Orbe, Switzerland, have worked on perfecting different roasting profiles for the Arabica and Robusta beans in the two new blends, experimenting with roasting levels and times.

The result is 'The Light Roast' – with a ‘smoother, more delicate taste, with notes of caramelized honey and toasted biscuit’; while 'The Dark Roast' is ‘bold and intense, with notes of dark chocolate and roasted nut.’

Damien Tissot, Head of Nestlé Product Technology Center Beverage in Orbe, said: "Nescafé Gold Blend Roastery Collection delivers amazing new taste profiles, due to an innovative roasting process that allows us to emphasize the natural taste of the different beans and use them in our blends, fitting the current trend towards specialty coffee.”

In the UK, Nestlé is also launching Nescafé Azera Craft Coffee – a craft coffee in instant forma; and Nescafé Azera My Way Latte – an instant latte that can be prepared with milk or plant-based alternatives.

AriZona Sun Brew Coffee

sun brew coffee

AriZona Beverages – maker of the top RTD iced tea in the US - has announced its first foray into the coffee space with Sun Brew, a new line of 100% arabica coffee with beans from Central and South America.

Sun Brew Coffee comes in three roasts:

-        Snake Bite Blend: a medium roast with beans from Colombia, featuring a flavor profile of nutty, bright citrus notes with a hint of sweet cocoa.

-        Cactus Blend: a medium-dark roast made with beans from Guatemala and Honduras, featuring a nutty flavor profile with a hint of sweet citrus.

-        Sedona Blend: Made with beans from Colombia, Brazil and Peru, featuring a flavor profile of chocolate with a touch of nutty tones

At-home coffee consumption is on the rise in the US, with 79% of American coffee drinkers making coffee at home, and 70% stating they prefer at-home coffee preparation, according to the National Coffee Association. Meanwhile, consumption of premium coffee has grown by 25% between 2015 and 2019, led by younger millennial drinkers.

AriZona Sun Brew is available as ground coffee in 2.5oz bags,12 oz bags and in 12-countpodpack, and sold online via AriZona, Amazon, and select grocery stores.

RTD cocktail with vodka and coconut water


Elegance Brands, Inc. has relaunched VOCO: a ‘better-for-you’ RTD cocktail which combines vodka blended with coconut water, soda water and natural fruit flavor.

The 5% ABV drink contains 100 calories per 12oz can and comes in four flavors: Mango, Lime, Pineapple, and Passionfruit.

To launch, VOCO will be available at select retail locations throughout California, Nevada, Arizona, Utah, Texas, Oklahoma, Kansas, Missouri, Nebraska, Minnesota, Tennessee, Ohio, and Alabama. Elegance Brands, Inc. will continue to roll out VOCO to additional US states this year. The SRP for a 4-pack of VOCO is $9.99.

Naked Shake

naked nutrition

Naked Nutrition has launched Naked Shake: available in two vegan flavors: Strawberry Banana and Peanut Butter Blueberry.

Naked Nutrition’s shakes are based on vegan pea protein powder, sustainably sourced from small US and Canadian farms, and adds a combination MCT oil and fruit juice. Two scoops of powder can be mixed with water, coconut water, or any other beverage to create the shake.

“Packed with 20 grams of pea protein and a superior natural amino acid profile, Naked Shake eliminates the time and guesswork out of making a perfect tasting, fruit filled protein shake,”​ says the brand.

“Naked Shake is the most effortless way to upgrade your protein intake without sacrificing flavor. Everyone loves a freshly made fruit smoothie, either from a juice bar or right at home. While the juice bar or smoothie shop version tastes great, it’s pricey and often has a high sugar content. At home we have more control over the ingredients and calorie count, but it’s less convenient and messy.” 

Each shake serving contains 1.5 or 2.5 grams of fat, 8 or 9 carbs, 120 or 140 calories and 5 grams of sugar. Naked Shake is also GMO, Soy Free and Certified Gluten Free. 

Naked Shake Strawberry Banana and Naked Shake Blueberry Peanut Butter Vegan Protein Powders are available in 2.1 lb containers and contain about 30 two-scoop servings for $39.99. 

C4 Smart Energy Natural Zero

C4 Smart Energy Natural Zero Photoshoot – Caleb Kerr (1)

Sports nutrition company Nutrabolt has expanded its C4 Smart Energy line with the debut of C4 Smart Energy Natural Zero.

“This release underscores the brand’s mission to innovate and inspire by creating products that are accessible to all and maximize human potential,” ​says the brand. “​It contains zero sugar or artificial sweeteners, zero calories and zero artificial flavors, never compromising on taste. 

“C4 Smart Energy Natural Zero offers plant-based energy, derived from green tea extract, that delivers anytime energy and alertness, alongside Cognizin citicoline, which provides brain health support and amplifies focus, attention, as well as recall.”

The brand is available in three flavors: Cherry Lime, Blackberry, and Grapefruit. C4 Smart Energy Natural Zero is sweetened with stevia and contains no artificial colors or dyes.

It is available in 12 packs of 12 fl. oz cans for $27.99, and joins C4 Energy’s current offerings of ready-to-drink energy beverages including C4 Energy, C4 Smart Energy, and C4 Ultimate. C4 Energy is available in all 50 states, internationally, and online.

Mango, ginger and lime gin

Romy's Edition 2021-18

British artisanal gin maker, 6 O’Clock Gin, is adding a new flavor to its RTD range: a mango, ginger and lime gin and tonic RTD canned cocktail.

The flavor was created in collaboration with chef Romy Gill MBE, following on from the success of ‘Romy’s Edition’ gin in June last year.

“Packaged in hues of vibrant pink, this well-balanced and deliciously moreish Mango, Ginger & Lime gin and tonic drink is perfectly timed for spring and summer,” ​says the brand.

“Inspired by Romy’s memories of summers in India, and using flavours from traditional Indian cooking, the gin is infused with the juice from the native mango and then combined with premium tonic water – striking the perfect balance between rich fruity sweetness and subtle savoury spices.

“The new canned cocktail joins a growing selection of uniquely flavoured RTDs from 6 O'clock Gin: Exotic Orange, Damson & Ginger, as well as the Light alternative to their classic London Dry gin and tonic."

The RTD is priced at £2.85 and is available from the company’s website.

Four Loko

Four Loko drinks - compressed

US flavored alcoholic beverage Four Loko is expanding to the UK.

It will launch in the UK with four 8.5% ABV flavors - Blue, Fruit Punch, Gold and Sour Apple – in the off-trade in 440ml cans.

“Flavoured alcoholic beverages have been a key sub-category for some time and this trend is predicted to continue into 2021. Category growth in the UK and IRE is being fueled by innovation within the traditional Ready to Drink space,”​ said Gavin Woodroofe, UKIRE Manager, Phusion Projects.  

“It’s clear that there is strong innovation within this sub-category with traditional brand extensions being launched and a new age wave of hard seltzers entering the market over the past year.”  

With the total flavoured alcoholic beverages market worth £382m in the UK, Four Loko aims to recreate its US success by building the brand through targeted social media activation, influencer-led events, and consumer experiences, later in the year. The brand will also launch its own e-comm website for its fully engaged fan base, offering merchandise and product for sale. 

Four Loko is distributed by independent sales and marketing company Red Star Brands in the UK.  

Cutwater Mezcal

cutwater mezcal

San Diego distillery Cutwater Spirits has entered the mezcal category with a new launch, made from 100% wild Cenizo Agave.

The distillery, which has more than 20 canned cocktails and 22 bottled spirits, developed Cutwater Mezcal with Durango-based distillery owner Gaston Martinez and his Master Mezcalero.

The 45% ABV mezcal ‘offers notes of green pepper with a finish of sweet cooked agave and a lingering, subtle smoke on the palate.’

For every wild Cenizo Agave harvested for production, Cutwater is planting five Cenizo Hijuelos (baby agave) and establishing an on-premise nursery to cultivate new agave plants from seed to ensure biological diversity for future Cenizo in the wild.

Premier Protein

protein choc

Premier Protein is expanding its 30g High Protein Shakes line with the launch of a new flavor, Chocolate Peanut Butter, hitting store shelves in the US across the spring and early summer.

Chocolate Peanut Butter will be the perfect healthy and delicious way for consumers to enjoy the decadent, creamy fan-favorite flavor, Chocolate Peanut Butter, but with the nutrition backed by Premier Protein!” ​says the brand.

“Each shake has a whopping 30 grams of protein, 160 calories, 1g sugar and 24 vitamins + minerals per serving. They also help support a healthy immune system thanks to antioxidants Vitamins C & E.”

Premier Protein Shakes are also low fat, keto friendly and gluten-free.

Mike's Hard Seltzer

mikes hard seltzer

Mike’s Hard Seltzer is launching in Belgium, France, the Netherlands and Germany.

The AB InBev drink – currently available in the US and UK – launches in the above markets in time for the key summer selling months.

Mike’s Hard Seltzer is a 5% ABV alcoholic sparkling water with 100 calories per can. It is available in Lime, Raspberry and Black Cherry flavours in the UK, Belgium, France and the Netherlands. In Germany, it is available in Lime, Raspberry and Passionfruit.

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