Cadbury Schweppes unit The Snapple Beverage Group is launching a meal replacement drink in the US to tap into the growing American weight-loss market.
Snapple-a-Day comes in three fruit flavours - Strawberry Banana, Peach and Tropical Blend - and is high in calcium and dietary fibre. It also contains 7 grams of Solae brand soy protein and has no fat, and is billed as an excellent source of minerals including potassium, zinc, phosphorous and iron and vitamins A, C, E, K, B6, B12, and D.
"In a country of over consumption and super-sizing, meal replacements are a wonderful way to manage portion control, especially for people who just don't have the time to prepare or sit down to a balanced meal," said dietician Patricia Bannan.
And, according to the company, the product also tastes and looks good. Packaged in a resealable, plastic bottle, the Snapple drink is clearly aimed at the convenience sector.
Sheryl Adkins-Green, senior vice president of marketing at Snapple added: "By putting Snapple-a-Day in a plastic bottle, we are providing an alternative to the medicinal and metallic taste associated with meal replacements in cans, not to mention the stigma of dieting."
"We need to make it easier for Americans to eat better. Meal replacements are…a great solution for people trying to lose weight, or even for working men and women forced to grab fattening, high calorie meals on the run."
Snapple-a-Day will be available across the US from this month. Plans to extend the drink to Europe are as yet unclear.