Yorkshire drinks mixer Chillax aims for nationwide roll-out

By Emma Eversham

- Last updated on GMT

Related tags: Drink, Vitamin c

Drinks mixer Chillax aims to relax drinkers rather than energise them
Drinks mixer Chillax aims to relax drinkers rather than energise them
New drinks mixer Chillax is aiming for a UK roll-out after launching in Yorkshire last month.

The soft drink, which has been in development for two years by Yorkshire entrepreneur Ray Averre, is a natural mixer which includes rosehip, hibiscus and passionflower and provides 30 per cent RDA of Vitamins C, E, B6 and B12.

In contrast to some soft drink mixers, Chillax, which is just 17 calories, has been created to help relax drinkers rather than energise them and has been popular with female drinkers in initial trials.

Averre, who is trialling the drink in his home county before hoping to distribute it to other parts of the country, said: “I am under no illusions that this market is an incredibly difficult one to crack but we are keen to get under the skin of our audience first, before going into mass distribution. We have already had resistance from some of the leading players in the mixer market and expect much more to come, but this is a good sign. I know what we’ve created is a real alternative to anything out there at the moment and am very excited about what the future holds.”

A marketing campaign, titled Naturally Chilled Summer, has been launched in conjunction with the drink on social network Facebook. It includes a cocktail competition where fans can submit Chillax cocktail ideas on facebook.com/chillaxdrinks for the chance to have them included on summer drinks menus.

Related topics: New Products, Beverages

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