Posh Squash
quenches thirst for natural drinks reports Waitrose
Released
on = August 31, 2007, 9:10 am
Press
Release Author = Waitrose
Industry
= Retail
Press
Release Summary = Waitrose reports a 17% rise in sales of
cordials designed for adults which contain natural ingredients and
reflect more traditional British flavours.
Press
Release Body = Adults are getting cordial with grown up posh squash,
according to national retailer Waitrose, which
has 183 outlets across the UK.
Cordials
designed for adults are growing at the rate of 17% year on year
- far outstripping the growth levels of traditional kid's squashes,
research by Waitrose (http://www.waitrose.com)
concluded.
Waitrose
attributes the surge in sales to 'designated driver' dinner
guests looking for a non alcoholic, yet refined alternative to wine
to go with their meal. Gym goers have also been identified as part
of the trend by looking to hydrate themselves with something tastier
than water after a work out session.
The
rise in sales of the cordials might also relate to older shoppers
feeling nostalgic towards the flavours of their childhoods and their
desire to avoid fizzy drinks. The most popular adult cordials are
the more traditional flavours with elderflower and ginger generating
50% of total posh squash sales.
Elderflower
tops the posh squash charts with 38% of sales and featuring in three
out of five of the top squashes. Ginger is also a hit with 12% of
total sales.
Many
of the cordials (http://www.waitrose.com)
are made in the UK by British brands and have a high fruit content
for a full flavour and have less of a reliance on artificial flavourings
and sweeteners. Some shoppers are also opting for squashes that
have been ethically produced and use organic (http://www.waitrose.com)
ingredients.
Sales
of squashes containing so called "superfoods"
(http://www.waitrose.com)
which have been shown to have health benefits such as pomegranate
have also risen.
Cordials
are not just for drinking anymore either. There are many recipes
(http://www.waitrose.com/food/cookingandrecipes/index.aspx)
that use cordials as ingredients that can be found on the Waitrose
website. Not just for sweet puddings, manycordial varieties can
be used in savory dishes.
James
Hodgson, Waitrose Cordial Buyer said:
"Cordials
have really grown up with the adult palate in mind - gone are the
days when they were just kid's stuff. Now a glass of cordial is
the height of sophistication, with customers using adult cordials
to mix cocktails and make desserts."
Web
Site = http://www.waitrose.com/
Contact
Details = Contact
Charlotte Hutley
The SPA Way
4 Leathermarket Street
London
SE1 3HN
t:0207 403 6900
http://www.waitrose.com/
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