Halewood goes nuts for Crabbie’s
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.