Hib joins health drink ranks

The Hibiscus Drinks Company has added to the trend for healthier soft drinks by launching the UK's first "superflower" drink.

Hib! is made from the Hibiscus Sabdariffa flower bush, giving the drink a ruby red colour. It is free of artificial additives and contains a type of antioxidant linked to a reduction in blood pressure and the slowing of cancers. There are two flavours - grape and peppermint.

With a 12-month shelf-life, Hib! comes in a number of formats, including 250ml glass bottles and a lightly-sparkling 750ml glass-bottle version for sharing. Branded glasses are also available.

Hibiscus Drinks Company director Anita Doran said: "There is a gap in the market for more healthy, diverse and interesting soft drinks in the on-trade. As drink-driving, lunchtime drinking and binge drinking are increasingly frowned upon, soft drinks are ideally poised.

"Food is also accounting for a larger proportion of pub profits - breakfast is another area that pubs have yet to exploit with healthy drinks."

The brand will be supported by a heavyweight consumer PR campaign.