Halewood goes nuts for Crabbie’s

01 October, 2010

The Crabbie’s ginger drinks brand has launched an unusual brand extension – nuts.

Brand owner Halewood International has teamed up with snack firm Sun Valley for a range of Crabbie’s nuts aimed at both take-home and on-trade markets.

It’s the first move away from alcohol for the brand since it was revitalised with the growth of its alcoholic ginger beer product.

A mulled ginger wine version of Crabbie’s was added to the Crabbie’s range just last month.

A Halewood spokesman said more new Crabbie’s products were due to hit the market before the end of the year.

Crabbie’s nuts are being aimed at 25 to 45-year-olds and come in three varieties: Luxury Ginger Spiced Peanuts & Cashews, Ginger & Lime Nut Mix and Luxury Raj Mix.

All three will be available in take-home 90g sharing bags, with rrps from £1.29 to £1.69.

Head of innovation Richard Clark said: “Entering the snacks category was the clear strategic choice for extending the brand beyond the alcoholic drinks market.”

Asda and Waitrose will both be listing the range.

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