Nudie is launching its first standalone brand Wonder Winnie, with a range of low-calorie natural quenchers that are sweetened with stevia.
Officially launching on the 15 November, the brand is aimed at 18-35 year-old, diet-conscious women, which is reflected by the brand motif of a female character in silhouette.
The range includes five products in a 250ml format, which will be sold in the route trade, and four products in a one-litre format, which will be sold in Woolworths. The water-based juice drinks are naturally sweetened with stevia and contain no added sugar. Juice also plays an important role in flavouring and sweetening the products.
Speaking exclusively to F&DB prior to the launch, Nudie founder and CEO James Ajaka explained the thinking behind the new brand.
“One of the girls in the office made a comment that it’s very hard to find a great tasting low-calorie quencher that doesn’t have a bitter aftertaste and an ingredients panel riddled with different numbers, whether that’s stablisers or artificial sweeteners,” Ajaka said.
“She suggested that we should make something ‘the Nudie way’ with a brand that’s bit of fun, and that’s how Wonder Winnie was conceived.
“[The brand] represents three things: low calorie, natural and great taste. We just don’t think anyone does low calorie, great tasting [quenchers] well and it’s very difficult to find that in a natural format.”
He said that the company decided to launch the new range as a standalone brand, because it was a different proposition to the Nudie brand.
“Nudie is all about ‘nothing but fruit’, ‘fruit on the go’, and ‘two serves of fruit in every bottle’. [Whereas], Wonder Winnie is all about ‘natural thirst quenchers’ and ‘low calorie’. The two brands do very different things.”
However, he was quick to stress the “fun component” that’s associated with Nudie’s quirky branding would “definitely still be there”.
