Cracker Drinks Co Ltd
Independent UK craft drinks maker with a healthy obsession for premium, all-natural juice drinks.
- Three established craft juices/juice drinks brands
- Alcohol-free craft alternatives for growing number of teetotalers
- Found in 1975+ stores incl. Tesco, Asda, Sainsbury’s & Waitrose
- Investment conditional upon Future Fund funding - see Key Info
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More people are drinking less alcohol, or none at all – 1/5 in the UK are teetotal, with those aged 16-24 least likely to drink. Despite the craft revolution, those seeking tasty alcohol-free alternatives have been left with mostly artificial, sugary beverages.
Our three established brands, Cracker Drinks, CRAFTED, and Newton’s Appl Fizzics are distinctively ‘craft’. This is due to the quality of the fruit we source – like orange from Brazil, lemon from Spain and mango from India – and the expert blending techniques we use. Everything from our natural, no-artificial sweetener and vegan-friendly ingredients, to our eye-catching (and environmentally-friendly) packaging designs speaks to those seeking a great tasting, non-alcoholic and refreshing craft beverage. That’s our craft.
We believe COVID-19 will lead more people to be discerning about the quality and health implications of what they buy. Our established drinks range is well-positioned to thrive in this ‘new normal’.
Our sales are split evenly between retail shops and national availability in pubs, bars and restaurants.
We are stocked in nearly 2,000 major retail outlets, including Asda, Morrisons, Sainsburys, Tesco, Waitrose, Holland and Barrett, EH Booth and Whole Foods. We also sell to five national wholesalers who supply products to delis, farm shops and independent grocery stores.
In the on-trade market we supply four major pub groups including Greene King, Marstons and Hall & Woodhouse, with an estimated estate of nearly 4,500 pubs. With CRAFTED sold primarily through off-trade sales and Cracker via on-trade, there is ample opportunity for each brand to help the other enter a new market.
We’re focused on increasing availability of our range of beverages in sectors where we are already strong (such as on-trade) as well as those where we are under-represented (like leisure/foodservice). In the next planning period, we’re intent on expanding internationally.