Crabbie's launches ginger nuts
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 earlier this month.
Halewood said there were more new Crabbie’s products 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 in 90g sharing bags for take-home, 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 list the nuts.